Preview van de presentatie die binnenkort wordt gegeven bij de Social Media Workshop www.socialmediacongres.nl door Daniel Kok van Doctor Dialogue. Sociale netwerken zijn ideale vehikels voor het voeren van een dialoog tussen bedrijven en klanten.
14. Het onthouden van 1 onderdeel
van deze presentatie
Het leren van een formule voor het starten
en onderhouden van klantdialogen
(via sociale netwerken)
Het plan
20. V1
= Vragen
• Als je iets vraagt krijg je
sneller (re)actie dan als je
wat vertelt
• Vragen laat mensen
nadenken
• Vragen stellen komt
sympathieker over omdat
je interesse toont in
diegene die antwoordt
• Door vragen stellen
vergaar je kennis
34. G3
= Gelijkwaardigheid
• Een passende toon
• Liefst geen anonimiteit
• Transparantie,
toegankelijkheid
• Minder controle
• Verhoudingen zijn
veranderd. Het bedrijf
bepaalt niet meer alleen
het tempo van het contact
• 1 voorbeeld…
35.
36.
37. L4
= Luisteren
• Door luisteren ontstaat de
connectie
• Als je luistert maak je een
keuze uit wat je hoort
• Luisteren is een activiteit:
het is het actief duiden
van verkregen informatie
• Luisteren is niet alleen
horen maar alle signalen
interpreteren; dus ook
kijken naar gedrag
43. • In 2004 the Zwitsal-brand came to a point where they were relying on
their heritage too much and were losing ground to the competition and
(even worse) were losing touch with the people who grew up with the
brand
• They came up with a new positioning ‘We know how it feels’. But even
more crucial was the strategy to involve young moms more in the
Zwitsal brand
• This was the challenge that was posed. Our solution was (and still is):
so start the dialogue...
– Facilitate young moms to connect with their peers
– And join in the conversation at the right time
• We built an online community (an online system) that connects young
moms with their peers, just like in pregnant-mom- meetupgroups moms
are connected instantly on basis of geography, age, kids-age,
working/not working, pregnant or not
(According to Mum)
44.
45. Target group
• Subscriptions* 99.194
• Total active members 48.203
Messages
• No. of posted messages* 463.341
• Per mom* 4,48
• Total no. responses* 2.779.706
• Average per mum* 28
* Since the launch in 2005
Facts & Figures Volgens Mama
46. Volgens Mama moms live here…
2965
1593
2629
2150
4825
2316
3258
2985
2082
3577
2269
1961
1854
2677
2685
3882
3235
2422
2312
2773
xxx
xx
= Area’s en Provinces
= Cities and regions
47. Product introductie
Zwitsal Goedemorgen
New baby care product range that
includes throw-away washcloths
especially for parents who are in a
hurry, or for travelling parents
48. • The topic of stress moments during the day was ‘seeded’ on
the Volgens Mama platform
• A small poll question was posted on the Volgens Mama
homepage
“What do you think?”
50. • The outcome of the poll-question identified the
‘morning rush hour’ as the main stress moment,
hereby making it a collective problem for the moms
• More than enough reason to run a more elaborate
survey among the Volgens Mama-members
• All moms got the results of the poll by e-mail and
were immediately asked to participate with the
survey
54. The survey results were used for a
press-release and were picked up
by marketing blogs online
55. • Within 2,5 days Zwitsal had a valuable insight in the opinion of
more than 3000 moms on the matter of morning stress
• The survey results indeed showed that moms needed a product
that would save time during the morning rush hour
• Zwitsal subsequently launched the product line Zwitsal
Goedemorgen that offered a solution for this problem
Volgens Mama followed up:
• The Volgens Mama moms were triggered to test these products
for free. 50 moms were invited to test the new product range
Results
56. About 22% (10.000) Volgens Mama
moms submited! While doing so they
were introduced to the new products
57. 3
6
7
5
15
14
16
28
32
79
3
5
8
8
20
20
35
38
45
50
0 20 40 60 80 100
other
Advertising on the radio
At an event
On another internetsite
On the Zwitsal internetsite
Article in a magazine
On the internetsite
www.volgensmama.nl
In a pharmacy or supermarket
Advertising in a magazine
Advertising on television
0-measurement
1-measurement
Awareness Zwitsal Goedemorgen
Target group: women with children 0-5 years in household
and who saw/heard advertising for Zwitsal Goedemorgen
Question: How did you hear of Zwitsal Goedemorgen?
High score of awareness via
Volgens mama (before start TVC).