Gastcollege speco 1 dec 2011
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Transcript of Gastcollege speco 1 dec 2011
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@jorisvandooren
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nieuwe media
1. global2. social
3. ubiquitous4. cheap
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nieuwe media
many to many
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drie hoofdstrategieën
1. luisteren2. luisteren en praten
3. anderen met elkaar laten praten
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Anderen met elkaar laten praten en zelf meepraten
=communityvorming
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community=
handig voor ál je marketingprocessen
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external pacing
de zender heeft controle over het tempo, de duur en
het tijdstip van de communicatie
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internal pacing
de ontvanger heeft controle over het tempo, de duur en het tijdstip van de
communicatiedonderdag 1 december 11
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=
internal pacing
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sleutelwoord voor internal pacing
=betrokkenheid
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“It’s not about the bike”
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A brand is a person’s gut feeling about a product, service or organization
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It’s not what you say it is
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It’s what they say it is
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“It’s not about the bike”
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1. a great story
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Stories are not only easy to remember
They are how we remember
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Fact:
The queen diedand
the king dieddonderdag 1 december 11
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story:
The queen died and
the king diedof a broken heart
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story:
feiten verrijkt met emotie
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“It’s not about the bike”
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Een verhaal alleen is niet genoeg.
2. meaning
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Meaning:
Life’s too short to do nothing that matters
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Zingeving:
draag je huiswerk eens op aan je beste vriend.
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whyhowwhat
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The Golden Circle
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wie ben je?waar geloof je in?
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Een verhaal met betekenis is niet genoeg.
Het moet wel geloofwaardig zijn...
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geloofwaardig
goed verhaal betekenis
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geloofwaardigheid
heeft vaak te maken met
authenticiteitdonderdag 1 december 11
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The golden triangle
propositie techniek
sociaal akkoord
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propositie:
Als je instapt, dan...
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The golden triangle
propositie techniek
sociaal akkoord
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usability:
Werkt het intuïtief?Don’t make me think!
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The golden triangle
propositie techniek
sociaal akkoord
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sociaal akkoord:
Wie is er de baas?Wat gebeurt er met privé-info?
Wat is de cultuur?
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Never ever blame the people
Blame yourself
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De eerste 100 gebruikers iin je community zijn super
belangrijk
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10 gebruikers is makkelijker dan 100.
1000 gebruikers is makkelijker dan 100.
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De eerste 100 vestigen de cultuur. Help ze.
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Complexe sociale interactie kun je onmogelijk in 1x goed
doen. Blijf schaven
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Bied mogelijkheden voor verschillende
betrokkenheidsniveaus
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En trolls natuurlijk...
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Want to follow me?
@jorisvandooren
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