Welkom

Welkom

DOES NOT FORGET!

WARM UP

Ask yourself the following questions: • What characterizes you as a person and as a professional• What are your interests?• What image do you want to convey about yourself? (image)

Social media. WTF?

1. MicroblogI’m off fishing.

2. Location BasedThis is where I fish.

3. Social networkI have been fishing.

5. Photo and videoblogLook at this fish!

6. Professional networkI’m a very good fisherman.

4. Blog-serviceThe story behind the fish.

Social media. WHY?!

1. Increase visibilty

2. Avoid volatility

3. Strengthen involvement

4. Broaden publicity

5. Make and maintain contact

6. To inform & dialogue

7. Stay informed

8. Call to Action

I’m here to talk about social media in neighborhoods

The neighborhoods in the digital age.

A great deal of the work of neighborhood-professionals is marketing

You promote your organisation

You promote your projects

You promote yourself

You are a Brand!

What is a brand?

It’s not your logo X

Hit’s not the building you work in X

It’s not your website X

A brand is a personsgut feelingabout a product, project, serviceor organization

Thoughts, feelings, desires and memories

It is not whatyou say that it is

It's what they say it is

They make and break brands

‘Branding’: to use marketing to influence a person's attitudes to and perceptions of a brand.

People are loyal to a brand by consistentpostitieve experience and commitment to a product, project, service or business.

What effect does the digital age have on branding?

What is the Digital Age?

It’s not just online

It’s not only about technology

TV isn’t dead in the Digital age

Making a viral isn’t easy

It’s not easy to make your content a meme

Social Media is no holy grail

In fact…..

“Social media is like teen sex. Everybody wants to do it. Nobody knows how.When it’s done there is surprise. It’s not better.”Avinash Kaushk – Analytics Envangelist Google

The digital age is the result of an accumulation of digital innovations

The digital tijdperk is about the effects of this technology.

The effects on how we communicate, shop, use information, live, learn, etc.

Dingen die we doen in onze vrije tijd

Watch TV

Maintain relationships

Call someone

Shop

Sell

Search for news and information

Listen to radio

Play a game

People still do the same as 30 years ago

Dingen die we doen in onze vrije tijd

Watch TV

Maintain relationships

Call

Shop

Sell

Search for news and information

Lisetn to radio

Play a game

Social media just offers us more opportunities to do these things…

You Tube is changing the way we watch TV

Facebook is changing the way we communicate

iPhone is changing the way we use data

Spotify is changing the way we listen to music

Foursquare is changing the way we travel

Twitter is changing the way we gather information

CHANGE CHANGE CHANGE CHANGE CHANGE

Monologue

Static

Passive

Dialogue

Dynamic

Active

Communications professionals vs targetgroup

CHANGE CHANGE CHANGE CHANGE CHANGE

The digital Age is the era oftransparency, social interactionauthenticity, dialogue, real-timecontent, connections, participationcommitment, openness, valuerelevance, storytelling and listening.

It’s no longer about promoting your project to 1000s of citizens

Just to reach 10 active participants

It’s about reaching 10

People who reach 100 People who reach 1000

People who…..

The two main questions that social professionals in the digital age should ask

yourself are:

1. How do I create positive experiences?

2. How do I engage with my audience?

Engage

Engross

Captivate

Enchant

Involve

Immerse

Fascinate

Interest

An inspiring example

COOL Shoes

Right?!

“We want to find a way to enhance the experience and service, rather than looking for a way to interrupt people from getting to where they want to go.”Stefan Olander, Global director of brand connections @ Nike

Why do people buy our products?

To run.

What do people do when they run?

Listen to music.

117.697 runners took part in the 'Human Race'Together they walked 1,291,084 km. That’s 32 laps around the earth.

Extra Service- Keep up- Challenges/Goals- Match / compare

Content- audio/video workouts- original music- Voice commands- Customized workouts

Media- website- forums- Sharing on Twitter & Facebook- advertorials

Product- iPod- shoes- clothes- accesoires

How do I createpositive experiencesand engage with my

audience?

Extra Service- Make your own videoclip- workshops- 15 minutes…

Content- promofilm- online coaching- Competition

Media- website- sharing via Twitter & Facebook- Collaboration with local radiostation

Project/Service- ambulatory care- Residents support- talentdevelopment

How do I createpositive experiencesand engage with my

audience?

Social Media and your audienceWho is your audience?

Where are they online?

Which networks?

Opinionleaders?

What is going through their minds?

‘What’s in it for me?’

Inactives17%

Spectators70%

Joiners59%

Collectors20%

Critics37%

Conversationalists37%

Creators24%

• Blog publiceren• Eigen website publiceren• Zelfgemaakte video uploaden• Zelfgemaakte audio/muziek uploaden• Artikelen/verhalen schrijven en posten

• Status updaten op een sociale netwerksite• Een tweet plaatsen op Twitter

• Reviews/rating van product/service posten• Reactie plaatsen op iemands blog• Bijdragen aan online forums• Bijdragen/veranderen van artikel in een Wiki

• RSS feeds gebruiken• Stemmen op websites online• ‘tags’ toevoegen aan webpagina’s of foto’s

• Profiel bijhouden op een sociale netwerksite• Sociale netwerksites bezoeken

• Blogs lezen• Podcasts luisteren• Video van andere gebruikers bekijken• Online forums lezen• Reviews/ratings van andere klanten lezen• Tweets lezen

• Geen van bovenstaande

Social Media as communicationtool

Personal vs professional

Privacy settings

Listening

Practice, try, practice & try

‘Everything you do is communication.’

• Authenticity (image, message, purpose)• Reciprocity• Consistency• Be carefull and respectfull• Privacy• Dialogue• Updates: 5 W’s + H (who, what, when, where, why, how)

Social Media as communicationtool

Vs.

Social Media als communicatie

Facebook Group (open of gesloten)

Facebook Like-page (je project als merk)

Hyve (open of gesloten)

Thuisbasis- Content = King- Updates- Dialoog

Projecten of projectgroepen

• Professional presentation

• Visibilty

• Communication en information

• Share Expertise

• Your network is your capital

Almost done…• Check this website: https

://sites.google.com/site/socialmediainhetjongerenwerk

• Scan QR-code!

Questions?

@markvrijn

nl.linkedin.com/in/markvrijn

facebook.com/markvrijn

[email protected]

Bedankt voor je aandacht en succes!