Marcel's Mindweeds

continue reading »

Sociale media. Het betekent voor iedereen iets anders ondanks dat men wel snel de meest bekende websites en diensten opnoemt als er naar gevraagd wordt. Zaken zoals Hyves, Facebook, Twitter en anderen worden snel genoemd.

Toch betekent het op een dieper niveau voor elke gebruiker iets anders. De een houdt graag zijn of haar netwerk bij op deze manier, de ander gaat het om snel contact te leggen en voorts in real-life verder te gaan, de ander gebruikt het om oude bekenden op te sporen, en weer anderen zoeken naar opinie over merken, producten, enzovoorts.

Hoe moet je daar als merk nu mee omgaan? Wat ga je eigenlijk meten? wat wil je weten? Welke waarden in online sociale omgevingen zijn van belang en als je deze in kaart heb gebracht, wat doe je er dan mee?

Er zijn naar mijn idee drie ‘hoofdlijnen’ die je kunt onderscheiden op het gebied van merken, meten, weten en sociale media:

1. Relevantie: engagement, loyaliteit, invloed van, waarde van inhoud van communicatie over ‘X’, context, intensiteit
2. Inhoud, content: wie praat er over je, wat wordt er gezegd? hoe staat de communicatie in verhouding tot het ‘merk/product’ of ander lijdend voorwerp.
3. Gewicht, impact: invloed op loyaliteit, welk publiek spreekt het aan, hoe verloopt bijvoorbeeld de conversie, heeft de ‘impact’ ook een aankoop tot gevolg?

Ik ben erg benieuwd naar jullie gedachten omtrent het meetbaar maken en meetbaar inzetten!

On Monday I always take some time to read reviews. Just read a review on what some experts consider to be a better website. I think it is a bit strange to give people the label ‘expert’ that easily, but ok. After seeing some sites that I myself do not find very new or extremely good I saw one that I think is strong because of the simplicity. Visa combines Flickr with ‘responsabillity’ in a nice and simple way.  Click here to see the site.

Sorry, this article is not available in English (yet).

Not so many posts before this one I wrote about the Skittles stunt with the widget and Twitters search page on Skittles.com. They really did surprise the world with their social media approach. It resulted in huge worldwide exposure and it is trend setting in my opinion.

It got me thinking. What is going to happen with authentic ways of marketing with this kind of exposure on the rise? I can imagine that a lot of organisations that are making money of more contemporary wasy of marketing and advertising will have to make a very big transition in order to get with the program in time. Next to these changing environments there will be completely new ways of marketing that will prove to be very competative.

Because of this I started an initiative called Twitvertising whch will be developed over the coming months. It is supposed to assist organisations and people with responsible marketing through social media. It is still in the very early baby step stage. If you feel you can help, or if you have any ideas on the subject, please let me know!

Are statistics behind social media important? We think they are. It is exciting to see several known and less known social media find their way in the internet and we will just have to wait and see what happens when someone starts shaking the tree.

Nevertheless it is very important to create more insight in social media starting now! How are media used? By which groups? In which markets? Where can we measure succes? Where do people stop? What does it mean for organisations? And so on…

To measure is to know are Kelvin’s famous words and they could not be more true in this case. Without the correct background information organisations and people that use social media will merely be driven by ‘the new’ in new media and not because of the possibillities it offers for their target groups. We will build a solid basis for social media, the backgrounds and effects. With this we hope to provide the different user groups information that can help make the right choices.

Sorry, this article is available in Dutch only.