Het Changeseminar 2009

Transcriptie

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2 Het Changeseminar 2009 Online communicatie onder druk 19 maart 2009 Ton & Jurjen de Jong

3 Programma De verandercirkel Breakout rondom eigen identiteit Eigen online identiteit Break (15 min) De online identiteit van jouw organisatie Case: Mentos-Coca Cola Wrap up

4 De verandercirkel: online communicatie Hoop: Online Identiteit = Offline Identiteit Angst: Een onjuiste of negatieve Online Identiteit Frisse blik Kracht: Bepaal je kracht Ontwikkeling: Wat kun je verbeteren

5 Breakout: je eigen identiteit Ga met je groepje op het web op zoek naar de identiteit van een groepsgenoot die je niet kent. Wat is je eerste indruk Wat doet deze persoon? Leeftijd Hobby s Wat is zijn/haar karakter?

6 Google yourself. If you're a salesperson, your prospects already do. If you're looking for a job, your prospective employers already do. If you've got a job, your co-workers already do. What do they see? Do you know? Seth Godin, Online Marketing Guru

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9 Persoonlijke online identiteit Wat is online identiteit? Voorbeelden uit de zaal Wat is het probleem? Watkanikeraandoen?

10 Wat is Online identiteit? Wikipedia: A social identity that an Internet user establishes in online communities and websites

11 Voorbeelden uit de zaal

12 Who is the Dick on your site?

13 Hoeveel invloed heb je zélf? Invloed

14 Anderen taggen jou

15 Jouw commentaar zichtbaar voor iedereen

16 Je DNA online?

17 Jouw identiteit en gegevens? Combi facebook

18 Hoever ga je

19 Ben je op Hyves nog veilig?

20 Wie is de echte?

21 Wat doe je eraan? Kijk naar mogelijkheden om content te verwijderen, aan te passen, toe te voegen: Eigen website, linkedin, Hyves aanpassen Verzoeken andere sites om informatie aan te passen of te verwijderen. Een gespecialiseerd bureau inhuren (bijvoorbeeld voor criminelen).

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23 Wat doe je eraan? Proactief Welke informatie voor welke doelgroep? Wat mogen anderen van jou zien. Actief aanmelden op Google en andere sites Actief zijn op community sites Actief zijn op blogs Realmee.com, Naymz

24 Welke info voor welke doelgroep?

25 Wat mogen anderen van jou zien?

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28 Wat vindt Google van jou?

29 Bijhouden Houdt in de gaten wat er over jou wordt gepubliceerd: Google Alerts Technorati -> RSS feeds Zoek uit wie er naar jou linkt (Bijvoorbeeld: link: )

30 Bijhouden De blogosfeer

31 Pauze

32 De online identiteit van jouw organisatie Online identiteit gerelateerd aan organisaties Case: Mentos-Coca Cola Stappenplan Wrap up

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37 Politieagenten kwetsbaar door profiel op Hyves

38 Case: Mentos-Coca Cola Wie kent de case? Wat zou je in de situatie van Mentos doen? (2 groepen) Wat zou je in de situatie van Coca Cola doen? (2 groepen)

39 Facts Mentos-Coca Cola Coca Cola #1 brand wereldwijd Advertising in USA: orde grootte 1 bln Mentos Nauwelijks bekend buiten Europa Advertising in USA: $20 mln

40 De Mentos aanpak MentosGeysers.com Doorzetten van YouTube video s 10 mln free publicity 15%-20% meer sales

41 De Coca Cola aanpak "We would hope people want to drink [Diet Coke] more than try experiments with it." Uiteindelijk tóch The Coke Show Geredigeerde, gecontroleerde omgeving Veel kritiek vanuit community

42 2009

43 Dell Hell (Jeff Jarvis, Buzzmachine) June 21, 2005 Dell lies. Dell sucks. Dell lies. Dell sucks I just got a new Dell laptop and paid a fortune for the four-year, inhome service. The machine is a lemon and the service is a lie. [] But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap. So I have this new machine and paid for them to FUCKING FIX IT IN MY HOUSE and they don't and I lose it for two weeks. DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell. Juni 2005 Januari 2006 Januari 2007 Oktober 2007

44 Dell Hell: Deaf and dumb July 8, 2005 Dell Support Forum: "The Customer Service boards on the Dell Community Forum will be retiring at 3:30pm this Friday, July 8 th. Customer Service FAQs will still be available to help answer your questions. If you need further assistance, you may contact our customer service team via Chat or for any non-technical issue you may have. Thank you." Juni 2005 Januari 2006 Januari 2007 Oktober 2007

45 Letter to Mr.Dell Wednesday, August 17th, 2005 To: Michael Dell. CC: Michael George, CMO and vice president for the U.S. consumer business Gentlemen, Your customer satisfaction is plummeting, your marketshare is shrinking, and your stock price is deflating. Let me give you some indication of why, from one consumer s perspective. I won t bore you with all the details of my saga of Dell hell; you can read all about it here and here. [] Today, when you lose a customer, you don t lose just that customer, you risk losing that customer s friends. And thanks to the internet and blogs and consumer rate-and-review services, your customers have lots and lots of friends all around the world. Juni 2005 Januari 2006 Januari 2007 Oktober 2007

46 What s wrong with Dell? (J. Dvorak) March 17, 2006 Commentary: Discontented customers growing vocal [ ] Among other critics, uber-blogger Jeff Jarvis and his excellent Buzz Machine blog have been picking on Dell and linking to horror stories. Jarvis literally has millions of readers. His posts, as well as those by other bloggers, were picked up by still more bloggers at Business Week and elsewhere. And over the past few years grudge sites began to appear. Among the most irate is the Rip-Off Report. Not a lot of happy Dell campers at this place. Yet instead of addressing the complainers with blogs and posts of its own, Dell has stuck its head in the sand. Dell started one incredibly lame blog in As this is written it hasn't been updated since last year. [] This is an impending public-relations nightmare. Juni 2005 Januari 2006 Januari 2007 Oktober 2007

47 Dell is starting a blog July 10th, 2006 So Dell is starting a blog. Ha. Heh. Ho ho ho. It s a blog in content management system name only. The subtitle is direct conversations with Dell but this is as much a conversation as yelling at a brick wall. [] But seriously, folks, the first step in blogging is not writing them but reading them. The conversation is already happening out there without you. Join in that conversation. Dell continues to believe that it can control the conversation. That horse is out of the barn, over the horizon, dead, and buried. [] Dell isn t listening. And listening, once more, is the first step in blogging. Juni 2005 Januari 2006 Januari 2007 Oktober 2007

48 Now they re getting the idea July 13th, 2006 The latest post on Dell s blog finally addresses the dead, decomposing, stinking elephant in the room: customer service. Laura Bosworth, director of customer experience (a thankless job if I ve ever heard one) says: The good news is that we know what we need to do. You ve been telling us. Our number one priority is to get better at problem resolution. I can almost hear the collective duh out there as I write this.. Now that s more like it. I have no idea whether their efforts will be successful; that elephant is mighty smelly. But they are finally addressing the real issue they should be facing in a conversation with their customers. And in the comments, the customers start right in with specific complaints. I ll be eager to see how they re addressed. Juni 2005 Januari 2006 Januari 2007 Oktober 2007

49 Dell hug November 21st, 2006 I wandered by Dell s blog yesterday and saw a nice video with the team of customer support folks who are now reaching out to blogger/customers who need help. What s so nice about it is that they take the time to read the blogs and get to know the customer s needs there so they re ahead of the game when they make contact. And then I was amused and amazed to hear one of them, John Blain, talk about contacting me. Juni 2005 Januari 2006 Januari 2007 Oktober 2007

50 Drinks with Dell April 3rd, 2007 [ ] But things began to turn around when Dell opened a company blog, which was off to a puffy start until Lionel, the chief blogger, entered, speaking with customers in an honest, direct, humble, and human voice. Next they put together a team to reach out to bloggers who had problems. They started a social-y site called IdeaStorm so customers could tell Dell what to do. And when the company realized how much of a turnaround it needed, Michael Dell took charge again. Juni 2005 Januari 2006 Januari 2007 Oktober 2007

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52 Dell s progress June 12th, 2007 Ad Age writes about the post-dell-hell progress the company has made in involving its customers in its business, noting my softening and even admiration for their learning. Also, I m a month late linking to Lionel Menchaca s post about the origins of the blog: Since we launched Direct2Dell last year, one of the common questions I get from folks who want to talk to me is this: Did Dell start this blog because of Jeff Jarvis? I get that question even more since we sat down over drinks for a chat with the man himself. The real answer is that he was part of the reason, but more importantly, he was a sign of a bigger problem for Dell. Jeff s situation was an indicator that our customer service for home users in the United States needed to improve drastically. Many people here at Dell understand that, and we know that we still have quite a ways to go. Juni 2005 Januari 2006 Januari 2007 Oktober 2007

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54 Dell Hell: The end? October 18th, 2007 Juni 2005 Januari 2006 Januari 2007 Oktober 2007

55 More Dell blogging: 2008

56 Microsoft: Windows Vista Microsoft wijst er in een reactie op dat er geen enkel besturingssysteem voorafgaand aan de release zo uitvoerig getest is als Windows Vista.

57 Microsoft

58 Robert Scoble

59 Wat doet jouw organisatie? Voorbeelden.? Welke stappen ga jij nemen? Opdracht?

60 Stappenplan 1.Inzicht 2.Erkennen 3.Acteren 4.Monitoren

61 Stappenplan 1. Inzicht Google -> jouw bedrijfssite Check medewerkers/decision makers (bv via wieowie.nl, zoominfo.com) Memeorandum, Techmeme (blogs & nieuws)

62 Difrax: 42 bronnen

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64 Stappenplan 2. Erkennen Is dit wat je wilt uitstralen? Hoe percipiëren anderen dit (imago)? Ben je het hiermee eens? Wat doe je bij negatieve berichtgeving?

65 Stappenplan 3. Acteren Ga de dialoog met je consument Praat met een menselijke stem C4usElM

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67 Stappenplan 3. Acteren Proactief: Actief aanmelden Google (90%) en andere sites Search Engine Optimization (SEO). Search Engine Advertising (SEA). Laat een onderzoek uitvoeren (zie score card)

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69 SEO: Do s Vernieuw je content regelmatig. Zorg voor voldoende links: inkomende en uitgaande links Gebruik - als koppelteken in de URL in plaats van een underscore ( _ )

70 SEO: Dont s Vermijd identieke content Vermijd een hoge paginadiepte (max 3 niveaus) Vermijd het gebruik van overbodige Flash elementen of bied alternatieve content

71 Stappenplan 4. Monitoren Houdt in de gaten wat er over jouw organisatie wordt gepubliceerd: Google Alert Technorati -> RSS feeds Zoek uit wie er naar jou linkt

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73 Wat is voor jouw organisatie het grootste gevaar? Wat ga JIJ eraan doen?...