1. E-marketing Class 5: Innovation José J. Cabrera y Charro Msc Office 2.94 (sporadically) jose.cabrera@hu.nl 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog

2. Market leader, making money? Now what? Stay nr1… …innovate!

3. Online marketing: TCEI-model TRAFFIC CONVERSION EXCELLENCE INNOVATION

4. What are 2010’s main innovation trends according to marketeers?

5. E-Marketing en Sociale Media

6. Social Media n Social media? n "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”

7. Social media through-out the years… Start social media2011: Web 2.0

8. Reality check: Your social media use… Which platforms? What? Why?

9. Social media in plain english… http://www.youtube.com/watch?v=MpIOClX1jPE

10. What social media tools exist?

11. B2C Social media n Mouth-to-mouth n Storytelling n Customer service/webcare n Personal branding n Groupon/couponing/dail y deals n Promotions n Facebook n Location based n User generated content n Communities n Reviews and comparison n Voting & rating n Virals n Etc. Etc.

12. n (micro-)Blogging, authority n Sharing knowledge:, wiki’s, discussion platforms n Checking out competitors n Recruiting talent n Cocreation, Open Sciences n Value-webs, network-companies n (Dis)intermediarization n Web of things n Etc. Etc. B2B Social media

13. http://www.compassonlinemarketing.nl/blog/innovation/all e-sociale-media-overzichtelijk-in-een-schema-van- functies-doelen-etc/

14. How to choose the right social media platforms?

15. http://www.compassonlinemarketing. nl/blog/innovation/welke-sociale- media-voor-welke-marketingdoelen/

16. Choosing a platform n Choose platforms you know well n Already used by (potential) customers and competitors succesfully n Choose 1-2 of the main platforms n Choose 1-2 industry specific platforms

17. You choose a platform, now what?

18. Li/Bernoff - Groundswell

19. Fases of the Groundswell Listening↓ Talking↓ Energizing↓ Supporting↓ Embracing

20. Listening n What do people say about their needs? n What do they say about you and your competitors n Who are main influencers? n Generate ideas for products and marketing n How? n Google n Communicties/blogs/discussion platforms n Twitter n Hootsuite n Etc. Social Media

21. Talking… …about what? n Promotions n Webcare n Blog n Virals n Starting community Social Media

22. Talking: home or away? n Away: Participating on existing platforms n Exiting user communities/blogs/Facebook pages/et n Advantage: many users n Disadvantage: not your users, limited possibilities n Home: Create own platforms n Building your own users n Advantage: do what you want n Disadvantage: difficult, costly, takes time Social Media

23. Focussing overly on tactics will result in loss of focus

24. Social media strategy for your projects n What is your objective? n What platforms will you use? n What will you do on them? n What will it cost? n What results do you expect? Social Media

25. And reality check again: Would you be interested or annoyed by the social media strategy you just developed?

26. E-Marketing en Sociale Media Where is the growth in social media?

27. Contact me José J. Cabrera y Charro jose.cabrera@hu.nl Office 2.94 (sporadically) 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog