NIBAA, leergang strategisch brandmanagement - merken en social media - november 2016

@paulblok
Paul
Blok

27
-‐
10
-‐
2016

Strategisch
Brand
Management

AGENDA
OVER DIT COLLEGE
MERKEN EN BRANDING
SOCIAL STRATEGY CANVAS
COMMUNICATIEROOS
(EN VERDER...)

UvA
Communica@ewetenschap

VU
post
graduate
verandermanagement

start-‐up

albert
heijn

hema

anwb

heinz

kro

omroep
brabant

landal
greenparks

adforma@e
groep,

ministerie
buza

eurosonic
noorderslag

gemeente
almere

consultancy
agency

bbie

unicef

hogeschool
van
amsterdam

diverse
ministeries

...........

@PAULBLOK

what
i
do

give
meaning

issue

tech,
media
&
behaviour

problem

understanding
what’s
going
on

main
concern

what
does
this
mean
for
our
industry?

what
i
do

develop
strategies

issue

an;quated
organiza;on

problem

ﬁnding
a
compa;ble
strategy

main
concern

how
can
we
adapt?

what
i
do

change
management

issue

gravity
of
exis;ng
organiza;on

problem

make
ambi;ons
come
true

main
concern

how
do
we
execute
our
strategy?

outside
world

of
organiza@on

inside
world

of
organiza@on

@PAULBLOK

daarnaast,
in
oprich.ng:

BURLOC.COM

Blok
2:
Digital
branding
en
social
media
strategie
(cases
en
workshops)

Vragen
die
.jdens
deze
prak:jkdag
worden
beantwoordt
zijn:
Welke

ontwikkelingen
zijn
er
op
online
branding
gebied?
Hoe
kun
je
een
goed
digital

brandingbeleid
opze=en?
Wat
komt
hier
bij
kijken?
Hoe
kan
social
media

strategisch
ingebed
worden
in
de
organisa.e?
Wat
zijn
de
best
prac:ses
en

inspirerende
cases?
Hoe
vlieg
je
dit
soort
trajecten
aan?
Dit
en
meer
wordt

aan
de
hand
van
opdrachten,
prak.jkcases
en
workshops
op
deze
dag

behandeld.

College
3:
Digital
branding,
social
media,
performance
based
marke.ng,

community
management
(workshops,
prak.jkcase).

College
4:
Online
marke:ng,
reputa:emanagement,
online
brand

engagement,
meten
en
bijsturen.
(opdrachten,
workshops,
cases)

Strategisch
Brand
Management

OVER DIT COLLEGE
MERKEN EN BRANDING
COMMUNICATIEROOS
(EN VERDER...)

TECHNOLOGIE
MONITOREN PRIORITEITEN
BEDRIJFSACCOUNT
TWITTER
CAPACITEIT
KLANTGEDRAG
MERKWAARDEN
WEBCARE
CONTENTCREATIE
REPUTATIE
SHARING
MEDEWERKERS
DE BAAS
LINKEDIN
YOUTUBE
FACEBOOK
24/7
SNELHEID
OVERTUIGINGSKRACHT ECHT DOEN
ORGANISATIE/MERK:
...................................................

TECHNOLOGIE
MONITOREN PRIORITEITEN
BEDRIJFSACCOUNT
TWITTER
CAPACITEIT
KLANTGEDRAG
MERKWAARDEN
WEBCARE
CONTENTCREATIE
REPUTATIE
SHARING
MEDEWERKERS
DE BAAS
LINKEDIN
YOUTUBE
FACEBOOK
24/7
SNELHEID
OVERTUIGINGSKRACHT ECHT DOEN
ORGANISATIE/MERK:
...................................................
KERNVRAAG: WAAROM
KERNVRAAG:
WAT
KERNVRAAG:
WANNEER
KERNVRAAG:
WIE
KERNVRAAG:
WAAR
KERNVRAAG: HOE

DOEL
ACTIVITEITEN
VERANTWOORDELIJKHEDEN
IMPLEMENTATIE
DOELGROEP KPI’S
PLANNING
MEDIA ECO SYSTEEM
ORGANISATIE/MERK:
...................................................

EEN KLEINE GESCHIEDENIS VAN
‘EEN PUBLIEK MET PUBLIEKEN’

WEL OF NIET ZICHTBAAR VOOR IEDEREEN

STRATEGIEONTWIKKELING (STAP 1 = DENKEN)

then

ik
doe
...

ik
ben
...

ik
doe
...
ik
ben
...

ik
ben
...

ik
doe
...
ik
doe
...

ik
ben
...

ik
ben
...
ik
ben
...

STRATEGIEONTWIKKELING (STAP 2 = VISUALISEREN)

STRATEGIEONTWIKKELING (STAP 3, 4, 5)
VISUALISEREN)

SOME
“SOCIAL”
METRICS

•  #
Video
Views

•  %
YouTube
Favorites

•  %
YouTube
channel
subscribers

•  %
YouTube
Video
Plays

•  #
of
YouTube
Channel
Comments

•  #
of
YouTube
video
reviews

•  #
slideshare
views

•  #
delicious
bookmarks

•  #
diggs

•  #
of
Blog
Men:ons

•  #
of
Forum
men:ons

•  #
of
Facebook
men:ons

•  #
of
TwiJer
men:ons

•  #
@men:ons

•  #
of
reviews
men:ons

•  #
of
comments

•  Posi:ve
:
Nega:ve
Men:ons
for
any
channel

•  #
TwiJer
followers

•  TwiJer
Follower-‐Rate

•  #
reviews

•  #
stars
in
reviews

•  Thread
size

•  Unique
contributors

•  Unique
commenters

•  #
Facebook
fan
pages

•  #
Facebook
fans

•  Facebook
Fan
Rate

•  Facebook
Likes

•  Email
Open
Rate

•  Email
Click
Rate

•  Email
Forward
rate

•  Email
opt-‐out
rate

•  #
of
Email
subscribers

•  #
of
SMS
subscribers

•  Clicks/
CTR

•  Impressions

•  Traﬃc

•  Reach

•  Registra:on

•  Opt-‐in

•  Page
views

•  Visit/session
length
(%
site
visits
>
60
secs)

•  Click
path
analysis

•  Eye
tracking
studies

•  #/%
Downloads

•  Changes
in
SERP
results/
rankings

•  Earned/
Owned
traﬃc

•  Inbound
links

h=p://www.slideshare.net/margarerancis/web-‐20-‐sf-‐2011-‐metrics

Assembling
Metrics
into
KPIs
(Courtesy
of
Edelman)

•  Unique
Visits

•  Impressions

•  Page
Views

•  Media
Consump.on

•  Total
Interac.ons

•  Fan
Photos/Videos

•  Post
Quality

•  External
Links
to

Content
&
Discussion

•  Total
“Likes”

•  Subscribed
“Likes”

•  Audience
Profile
as
Reflec.on

of
Target

•  On-‐Message

•  Posi.ve/Nega.ve/

Neutral

•  Change
Over
Time

Facebook

•  Total
Followers

•  Retweets

•  Direct
Messages

•  @Replies

•  Shared
Content

•  Inbound
Links

•  External
Coverage

•  Extended
Network/

Influence
of
Followers

•  Follower
Profile
as
Reflec.on

of
Target



Neutral

•  Change
Over
Time

Twi=er

•  Share
of
Voice

•  #
of
Comments

Rela.ve
to

Audience

Size

•  Inbound
Links

•  Subscribers

•  External
Coverage

•  Audience
Profile
as
Reflec.on

of
Target



Neutral

•  Change
Over
Time

Blogger

Engagement

•  Total
Media

Consump.on

•  Total
Interac.ons

•  Total
Trackbacks
&

Coverage
of
Ac.vi.es

•  Total
Ongoing
Engaged

Subscribers
to
Content/
Community

•  Community
Crossover

•  Overall
Sen.ment

•  Total
Shil
in
Sen.ment
Overall

A=en.on
Engagement
Authority
Influence
Sen.ment
Measurement

•  #
of
Unique
Visitor

Check-‐ins

•  #
of
Repeat

Check-‐Ins

•  #
of
Check-‐ins

broadcast
to
Twi=er

or
Facebook

•  Audience
Profile
as
Reflec.on

of
Target


Neutral
Commentary
w/
Check-‐ins

Foursquare/

Geoloca.on

•  Views

•  Subscribers

•  Likes/Dislikes

•  Comments

•  FavoritesdReplies

•  Inbound
Links

•  External
Coverage

•  Subscribers

•  Demographic
Insights

•  Audience
Profile



Neutral

•  Change
Over
Time

YouTube

•  Traffic
to
Site

•  Unique
Visitors

•  #
Page
Views
(Overall)

•  #
Page
Views/User

•  Time
Spent
on
Site

•  Inbound
links

•  Profile
of
Visitors
as

Reflec.on
of
Target

•  Most
Popular
Search
Terms

Search

• Create a database of answers — Blog about customer questions. Use links to those posts to save time and answer future questions.
• Reward employees — Shine a spotlight on brilliant employees by featuring their ideas and accomplishments on your blog.
• Marketing integration — Turn content from your blog into sales and marketing materials.
• SEO — Having an active, relevant blog can have a powerful impact on search engine ranking.
• Point of differentiation — If your competitors don’t blog, is this an opportunity to stand out in your niche?
• Solidify POV — The act of blogging forces you to be clear on your company’s position on issues.
• Re-purpose the content — Your blog content can be cost-effectively re-purposed for newsletters, eBooks and other publications.
• Humanize your brand — There is probably no more powerful and cost-effective way to show the “soft” side of your business than storytelling through a
blog.
• Sign of activity — A current blog confirms that your website is updated and relevant.
• PR — Tweets and Facebook status updates probably aren’t going to attract the attention of reporters. Helpful blog posts will.
• Internal communications — Don’t forget about the impact blogs have on your internal audience.
• Customer engagement — Creating a dialogue with your customers can lead to powerful business benefits. Why not have customers contribute posts?
• Solve problems — Some companies like Caterpillar are using blogs to crowd-source technical problem solving.
• New product development ideas — A hot trend is using the blog platform to deliver new product and service ideas.
• Voice of authority — Is your company the industry leader? What better way to demonstrate that than a voice of leadership on your blog?
• Market segmentation — Many companies (especially in high tech) have multiple blogs to reach customers by different interest, demographic or
geography.
• Identify advocates — Blog readers may be among your brand’s most powerful fans.
• Constant customer connection — Calling on customers is expensive. But a blog post can be a little “sales call” every week.
• Test ideas — Need to take a position? Why not test it with the blog community first?
• Assemble chapters for a book — Many companies piece together blog posts to create larger publications.
• Research — Throw a question out there and use your blog as a cost-effective and rapid way to get feedback.
• Networking – Blog connections have led to finding interns, suppliers and partners for my business.
• Establish emotional connection — Blogging’s ability to connect through a story is powerful — especially for non-profits.
• Social Proof — Simply having a blog sends a message that your company “gets” social media.
• Crisis management – If you have a blog, you don’t have to rely on the press to get the story straight. Your blog can put the facts out there.
h=p://www.businessesgrow.com/2012/02/07/25-‐non-‐financial-‐benefits-‐of-‐business-‐blogging/

25
Non-‐Financial
Benefits
of
Business
Blogging

“wij
moeten
(eigenlijk
een
beetje)…

a)  starten
met

b)  stoppen
met

c)  meer

d)  minder

e)  beter

f)  anders

………….......…..(werkwoord)…………….…….…”

DE COMMUNICATIEROOS

een eenvoudig
media eco systeem

PRODUCT-
INTRODUCTIE

TWITTER
TWITTER
(BETAALD)
LINKEDIN
(BETAALD)
LINKEDIN
(CORPORATE)
YOUTUBE
FACEBOOK
WEBSITE
BLOG LINKEDIN
(MEDEWERKERS)www.paulblok.com
MEDIA INZET BIJ...
... PRODUCTINTRODUCTIE

een complexer
media eco systeem

PRODUCTINTRODUCTIE

...
TWITTER
RADIO
VAKBLADEN
ADS / BANNERS
GOOGLE DISPLAY ADS
LINKEDIN GROEP
SEO
TWITTER MEDEWERKERS
LINKEDIN
MEDEWERKERS
BLOG
YOUTUBE
WHITEPAPERS
LINKEDIN SPONSORED UPDATES
FACEBOOK ADS
WWw.paulblok.com
BILLBOARD
DAGBLADEN
...
GOOGLE ADWORDS
LINKEDIN ADS
LINKEDIN BRAND CAMPAIGN
TWITTER ADS
BUSINESS BLOGS
CORPORATE WEBSITE
NIEUWSSITES
SOCIAL NEWSROOM
SLIDESHARE
TWITTER BEDRIJFSACCOUNT
JAARVERSLAG
MEDIA INZET BIJ...
... PRODUCTINTRODUCTIE

breng hierarchie aan in je
media eco systeem

denk vanuit strategische
contendomeinen

“Our
two
day
tours
oﬀer
great
views,
unexpected
encouters
with
rare
animals”

vs

wat betekent dit precies?
wat verwacht je van de
klant? waarom staat dat er
niet bij?

start
ontwerp
transi.e
consolida.e

de
veranderberg

elke
fase
heel
andere

-‐doelen

-‐slaagfactoren

elke
fase
vraagt
om
andere

-‐ac:es

-‐beïnvloedingss:jlen

-‐projecten

-‐et
cetera

NIBAA, leergang strategisch brandmanagement - merken en social media - november 2016

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