Page 1

social media Š TOTAL IDENTITY

van persoonlijk avontuur naar institutionele strategie

1

2012 Total Active Media Total Identity Martijn Arts


© TOTAL IDENTITY


© TOTAL IDENTITY


© TOTAL IDENTITY

ik ben

@arts118


TOTAL IDENTITY Activities Positioning Profiling Founded 1963 TOTAL DESIGN 2000 changed name TOTAL IDENTITY Group TOTAL IDENTITY TOTAL PUBLIC TOTAL ACTIVE MEDIA ALLCOMMUNICATION SOFTWARE No staff 85

5

©TOTAL ACTIVE MEDIA

Areas Consultancy Design Publishing Interaction PR Campaign Network partners CDR Gramma WirDesign Locations Amsterdam Antwerp Berlin Braunschweig Den Haag Seoul


TOTAL ACTIVE MEDIA Activities Design Realisation Communication Ambition Mapping Mixing Moving people Founded 1996 ZaPPWeRK 2007 changed name TOTAL ACTIVE MEDIA No staff 16

ŠTOTAL ACTIVE MEDIA


Journey of my presentation:

WEB 3.0

“a simple and visual explanation” This graph shows what actions were taken in publishing and promoting this presentation. The idea for this graph is drawn from the “journey of a tweet” by ngonlinenews.com and “the social media effect” by compete.com.

Published by others to:

totalactivemedia.nl contacted opinion leaders

four new customers

Published manually to:

Published automatically on:

Posted by others to:

personal section; 18 followers

pers. profile; 458 connections

retweeted multiple times

Posted manually to:

Published automatically on:

Published by others to:

personal section; 403 followers

personal profile; 76 followers

homepage - featured section

Posted manually to:

RESULTS 5144 views on slideshare 49 favs on slideshare 26 embeds via slideshare 4 times most tweeted on slideshare 1 time posted as featured on slideshare > 1.500 times viewed on Frankwatching 3 x as much views on totalactivemedia.nl

Udated automatically by: and therefore indexed

Published by others to: home - most tweeted section

Manually actions by others:

embedded in blogs 23 embeds

Posted by others to: retweeted multiple times

personal section; 403 followers

Manually actions by:

e-mail (signature) reaching customers / partners

Published manually to: embedded the slideshare

Posted manually to: personal section; 403 followers

Manually actions by:

e-mail and iPhone contacted (5) opinion leaders


The result is not only four new customers and quite some PR. The result is also that the definition of web3.0 on Wikipedia is ours. This shows our thought leadership. We helped to define the next stage of the web...

WIKIPEDIA ENTRY BY MARTIJN ARTS


© TOTAL IDENTITY

ik lees meer dan ooit!


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 1/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 2/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 3/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 4/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 5/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 6/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 7/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 8/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 9/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 10/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 11/81


Š TOTAL IDENTITY

Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing Generosity 12/81


© TOTAL IDENTITY

ik doe meer moois dan ooit!


http://www.mijnscheepvaartmuseum.nl Over ons // het scheepvaartmuseum // Contact // Help // Scholen // Login

XMCI Uitgebreid zoeken



SAILING HOME



GONE WITH THE WIND



LA ISLA BONITA



MARTIJN ARTS

17-3 EN 18-3 EEUW

318 hits // 4 spaces

door Peter Lok op 10 mei 2010 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus id nisl duit molestie . // Lees verder…

PETER LOK

door Martijn Arts op 10 mei

213 hits // 3 spaces

MARTIJN ARTS

door Peter Lok op 10 mei

318 hits // 4 spaces

17-3 EN 18-3 EEUW door Peter Lok op 10 mei 2010 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus id nisl duit molestie . // Lees verder…

PETER LOK

door Paul Wolfs op 10 mei

213 hits // 3 spaces

VAMOS A LA PLAYA

MARTIJN ARTS

door Peter Lok op 10 mei

http://www.mijnscheepvaartmuseum.nl Over ons // het scheepvaartmuseum // Contact // Help // Scholen // Login

XMCI Uitgebreid zoeken Sluit X

CREATE GONE WITH THE WIND FCPQRCJ

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

Korte teaser over object orem ipsu dolor sit amet consecte tur adipisicing // Lees verder…

© TOTAL IDENTITY

+ Voeg toe aan favorieten

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

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TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

TITEL VAN OBJECT Vervaardiger 1870

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© TOTAL IDENTITY

> 250.000 FB likes in 10 months


© TOTAL IDENTITY

AWARD WINNER 2011


© TOTAL IDENTITY

Average grade 9,6 (out of 10)


bezoek museum collectie onderwijs zakelijk !"#$%&'()'%*+,-

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CARDIO™

28

With this iPhone App you can check your online reputation continuously. U can add social media accounts and the App shows your status and score. It tells you what your reach, mentions, new followers and quotes are. Just like in the old days, when reputation management was all about citation indexes and GRP’s, this App tells you what their modern equivalents are.You can add push notification when somethings up or down. The App works similar to a cardio monitor.

Your reputation, your pulse!


Agenda

Š TOTAL IDENTITY

1.Proloog - de gelaagde wereld 2.De commerciĂŤle wereld - toch nog een paar voorbeelden 3.Mijn wereld - communicatie is innovatie 4.Epiloog - de lerende organisatie


© TOTAL IDENTITY

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© TOTAL IDENTITY

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innovation

process


Phase 6.

Phase 1.

Evaluation is often forgotten. This is a shame because evaluation generates a lot of intelligence that is necessary for future processes. Traditionally evaluation was done by periodical market research.

Traditionally desk research is done. Online research is now common, looking for data and new developments. Talking to others, calling and emailing helps to get to know “what’s new”.

Evaluation

Intelligence

Phase 2.

Phase 5.

Dialogue Dialogue is necessary to improve. This holds also for all publications. Traditionally people communicate with collegues of with others, e.g. on formal events.

innovation

process

Network For each innovation and communication goal a network or target audience needs to be identified. Also, the staff needs to be examined. Traditionally external market research is done and CRM and database marketing is used.

Phase 4.

Phase 3.

After finishing work, the result needs to be published and archived. Normally people store data on the company network. Publication is only for those who are involved.

Practical operation normally is not connected woth the communication department. Everybody works with their own tools. Some standard like Microsoft Office. Other tools are more speacialized.

Publication

Operation


reflexion Quadrant 2.

Quadrant 1.

People with an Assimilating learning style are less focused on people and more interested in ideas and abstract concepts. People with this style are more attracted to logically sound theories than approaches based on practical value. These learning style people is important for effectiveness in information and science careers. In formal learning situations, people with this style prefer readings, lectures, exploring analytical models, and having time to think things through.

Kolb called this style 'Diverging' because these people perform better in situations that require ideas-generation, for example, brainstorming. People with a Diverging learning style like to gather information. They are interested in people and tend to be imaginative and emotional. People with the Diverging style prefer to work in groups, to listen with an open mind and to receive personal feedback.

Explore “dromer”

Analysis “denker”

Kolb’s

conceptualization

learning Styles

Quadrant 3.

Kolbs Learning Styles

www.vergouwenoverduin.nl/Testen_Kolbtest.html www.123test.nl/leerstijl

experience

Quadrant 4.

Decide “beslisser” People with a Converging learning style are best at finding practical uses for ideas and theories. They can solve problems and make decisions by finding solutions to questions and problems. People with a Converging learning style are more attracted to technical tasks and problems than social or interpersonal issues. A Converging learning style enables specialist and technology abilities. People with a Converging style like to experiment with new ideas, to simulate, and to work with practical applications..

Test. Learning styles

Act “doener” People with an Accommodating learning style will tend to rely on others for information than carry out their own analysis. This learning style is prevalent and useful in roles requiring action and initiative. People with an Accommodating learning style prefer to work in teams to complete tasks. They set targets and actively work in the field trying different ways to achieve an objective.

experientation


evaluation

intelligence

Google Analytics Twittercounter Unilyzer Scoutlabs

dialogue

Twitter GoogleWave Socializr LinkedIn Groups

Google Alerts Delicious StumbleUpon Digg

innovation

process

Slideshare (prezi) YouTube (Flickr) WordPress (blogger) Scribd (docstoc)

publishing

LinkedIn Facebook Hyves Ning

Google Docs WeShare (dropbox) iGoogle TWiki

operation

network


Overview of

Social Media

DELICIOUS

evaluation

intelligence

DIGG STUMBLEUPON GOOGLE ALERTS

plotted in an innovation process The innovation process is used in this graph to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other quadrants too. Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target audience.

NING

HYVES

FACEBOOK

LINKEDIN

UNILYZER SCOUTLABS TWITTERCOUNTER GOOGLE ANALYTICS

Google Alerts Delicious StumbleUpon Digg LinkedIn Facebook Hyves Ning Google Docs WeShare (dropbox)

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TWiki

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GOOGLE WAVE

TWITTER

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dialogue

network

YOUTUBE WORDPRESS

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publishing

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intelligence

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NING

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www.vergouwenoverduin.nl/Testen_Kolbtest.html UNILYZER SCOUTLABS TWITTERCOUNTER GOOGLE ANALYTICS

dream

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Overview of

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Unilyzer

Social media and internet marketing software. Designed as a dashboard, showing your performance on all social media en social networks.

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plotted in an innovation process The innovation process is used in this graph to plot all analyzed social media services.The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other quadrants too.Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target audience.

1+1!

Corporate Social Media

Phase 6. Evaluation

456$)

default professional social media mix

Google Alerts

Webservice that sends a mail with links that mentioned the entered searchstring.

Todo’s - Start using Unilyzer - Take time to set it up - make it good! - Integrate in iGoogle (if possible)

Todo’s - Define at least 5 keywords - Start with project name or company name - Follow up on all leads - Integrate in iGoogle - Learn and end with 10 valuable keywords

Phase 5. Dialogue

Phase 2. Network

Twitter

LinkedIn

Webservice used for notifications of 140 characters to followers. Can be integrated in other social network sites.Also, social media site tweet new favorites and posts.

Social network. Used mainly by professionals above 30 years old. Integrates well with other social media like Twitter, Slideshare and Wordpress.

Todo’s - Make a profile / complete until at least 80% - Follow all familiar persons (from project) - Follow people from competition / critics - Integrate Twitter in iGoogle - Use Shareoholic in browser for fast tweets - Try to find something that doesn’t take time - Try Twittercounter and see what works

Todo’s - Update your profile until at least 80% - Mention project / company well - Organize LinkedIn - Ask for recommendations - Start a LinkedIn Group - Apply for all applicable LinkedIn Groups - Integrate Slidehare in LinkedIn - Use LinkedIn for finding professionals

2&,$/""3

Phase 4. Publishing

Phase 3. Operation

Slideshare

iGoogle

Website aon which slides (Powerpoint, PDF et cetera) are published. Can be used for inspiration as well as publishing or archiving presentations.

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Phase 1. Intelligence

Personalized overview of news and functionalities (RSS and gadgets). Used as startpage of the browser.

Todo’s - Make a profile / complete until at least 80% - Upload a slide completely (use keywords) - Integrate slideshare in LinkedIn / iGoogle

For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nlor + 31 20 750 9450)

Todo’s - Start an iGoogle page - Start with all applicable RSS feeds - Integrate Google Alerts,Twitter, Slideshare - Integrate Google Docs & Spreadsheets - Find suitable simple gadgets (e.g. translate)

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Campaign Social Media

Phase 6. Evaluation

Scoutlabs

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Google Alerts

Social media dashboard to track and analyse marketing data of social network tools

default professional social media mix

Todo’s - Start using Scoutlabs (30 day trial) - Take time to set it up - make it good! - Analyze at least every day 5 minutes - Make a full analysis after 30 days - Buy Scoutlabs if experience is positive

Delicious StumbleUpon Digg

Phase 2. Network

Hyves

A free Dutch social networking site.The focus of this website is on keeping in touch with existing friends and making new friends. It is comparable with other social networking sites. Todo’s - Look at existing Hyves gadgets and learn - Try to find applicable hyves - If suitable, create a hyve - Search for hyves as referrer to your site

Phase 5. Dialogue

Phase 2. Network

Twitter

LinkedIn

LinkedIn

Webservice used for notifications of 140 characters to followers. Can be integrated in other social network sites.Also, social media site tweet new favorites and posts.

Social network. Used mainly by professionals above 30 years old. Integrates well with other social media like Twitter, Slideshare and Wordpress.

Facebook

Todo’s - Make a profile / complete until at least 80% - Follow all familiar persons (from project) - Follow people from competition / critics - Integrate Twitter in iGoogle - Use Shareoholic in browser for fast tweets - Try to find something that doesn’t take time - Try Twittercounter and see what works

Todo’s - Update your profile until at least 80% - Mention project / company well - Organize LinkedIn and start a Group - Try to find applicable LinedIn Groups - Search for LinkedIn as referrer to own site

Hyves Ning Google Docs

Phase 4. Publishing

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Slideshare (prezi)

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The largest social network in the world. If Facebook was a country it would be the third in the world.

Todo’s - Make an account and collect favorites - Analyze successful videos (target audience) - Click on suggested videos daily - Make your own video and upload (try it!) - Try also VIMEO - If applicable create a channel

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TWiki

For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nlor + 31 20 750 9450)

Todo’s - Look at existing Facebook gadgets and learn - Try to find applicable Facebook Groups - If suitable, create a Facebook Group - Search for Facebook as referrer to own site

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WordPress

Scribd

Facebook

A video sharing website on which users can upload and share videos.

iGoogle

YouTube

Phase 2. Network

YouTube

WeShare (dropbox)

Publishing Social Media

Phase 6. Evaluation

Google Analytics )#+*$)4&'$

dialogue

network

5"-(-/$ 8"'*0'$))

Twitter

A free service offered by Google that generates detailed statistics about the visitors to a website.

default professional social media mix

Todo’s - Start using Google Analytics (its free!) - Take time to set it up - make it good! - Analyze at least every day 5 minutes - Make a full analysis after 30 days - Buy Scoutlabs if experience is positive

GoogleWave Socializr LinkedIn Groups Google Analytics

Phase 1. Intelligence

Digg

social news website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories. Todo’s - Follow Digg homepage at least once a day - Make an account and personalize - Integrate Digg RSS in iGoogle - Search for othe news RSS feeds - Integrate also othe feeds in iGoogle

Phase 5. Dialogue

Phase 2. Network

Twitter

LinkedIn

Webservice used for notifications of 140 characters to followers. Can be integrated in other social network sites.Also, social media site tweet new favorites and posts.

Social network. Used mainly by professionals above 30 years old. Integrates well with other social media like Twitter, Slideshare and Wordpress.

Todo’s - Make a profile / complete until at least 80% - Follow all familiar persons (from project) - Follow people from competition / critics - Integrate Twitter in iGoogle - Use Shareoholic in browser for fast tweets - Try to find something that doesn’t take time - Try Twittercounter and see what works

Todo’s - Update your profile until at least 80% - Mention project / company well - Organize LinkedIn - Ask for recommendations - Start a LinkedIn Group - Apply for all applicable LinkedIn Groups - Integrate Slidehare in LinkedIn - Use LinkedIn for finding professionals

Twittercounter Unilyzer Scoutlabs

Overview of

Social Networks

October

2008

plotted on a world map

Overview of

Social Web Involvement The map provides a global snapshot of active social web involvement by market. The charts show the percentages those who are active by each form of social involvement. The size of the arch’s, represents the audience volume in millions. Visit globalwebindex.net to find the reasons behind the trends, how different demograhics are involved, what motivates web users to get online and the quantification of how brands should be active in social media.

Bebo Cloob (IR)

operation

publishing

plotted on a world map

The data shows the highest ranking social network for each country by traffic, not by members, page views or any other method. Data was taken from Alexa.com on 16th of oktober 2008. Alexa data comes from users who have an Alexa toolbar as well as“data obtained from other diverse traffic data sources” Alexa.com.

CyWorld (SKorea)

November

2009

Social Web Involvement in the Netherlands

Flickr is ranked #5 (20)* YouTube is ranked #5 (3)* LinkedIn is ranked #1 (12) Blogging is not in top10 Twitter is ranked #10 (13) * in World Traffic Rank (general ranking in Netherlands)

Netherlands

March

2010

Overview of

Age and activity what people are doing and who participates This graph shows people by their activity and age group. Creators publish Web pages, write blogs, upload a video to sites like YouTube. Critics comment on blogs and posts ratings and reviews.Collectors use Really Simple Sindication (RSS) and tag Web pages to gather information. Joiners use social networking sites. Spectators read blogs, watch peer-generated videos, and listen to podcasts, Inactives are online but don’t yet participate in any form of social media.

Draugiem.lv

Creators

Facebook

Upload photos onlne

Critics

Faces.md \ Impulse.bg

Uploaded a video onlne

Collectors

Friendster

Manage a social network profile

Joiners

Hi-5

Written your own blog

Hyves (NL)

Use micro-blogging webservice

IRC Galleria (FI) Iwiw.hu (HU) Lide (CZ)

Spectators

0

Inactives

Mixi

Nasza-Klasa (PL) Netlog (SI)

More about the study

Orkut Perfspot Skyrock StudiVZ Tuenti (SP) V Kontakte Wretch (TW) Xiaonei

www.oxyweb.co.uk

Countries in grey do not have data available and for a few countries it was difficult to identiy local social networks and therefor were omitted from the map.

Global web index interviewed 32.000 web users in the 16 countries represented in this chart to provide a unique international perspective on web behaviour and social media involvement across the world. More importantly, Social Web Inex explored the impact on consumer behaviour, the power of social communications and the role for brands. The Global Web Inex was created by trendstream in partnership with Lightspeed research

February

2008

Overview of

Demographics Demographics of a few major social networks This graph shows the demographics of four commonly used professional and semi professional social networks. All statistics are from Google Ad Planner and have been copied from a blog post of briansolis.com.

Slideshare

An open source blog publishing application powered by PHP and MySQL which can also be used for content management.

a business media site for sharing presentations, documents and pdfs with a professional community that regularly comments, favorites and downloads content.

Todo’s - Write a blog and send it to relevant blogs - Try to become a blogger for different blogs - Blog article at least once every fortnight - Integrate blogs on corporate website - Use Shareoholic for easier meso-blogging - Open a blog on wordpres.com, blogger or...

For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nlor + 31 20 750 9450)

Overview of

October

Gender Balance

2009

Chicks rule!

> 65: 55 - 64: 45 - 54: 35 - 44: 25 - 34: 18 - 24 0 - 17

3 3

% women

50

4

$ 0 - $ 25k: $ 25 - $ 50k: $ 50 - $ 75k: $ 75 - $ 100k: $ 100 - $ 150k: > $ 150k:

16 16

4 28 31

3

10

20 25 17 10 15

14 20 14 18 57

5

16 9

14 M, 31 M 6,1%, 2,4% 800 M, 1,4 B 85 M, 160 M 6, 5.1 9:40, 9:00

12 18 22

7 90

4

3

12

7

10 16 23 23 18 11

% without children

Unique visitors: Reach: Page views: Total visits: Avg. visits per visitor: Avg. time on site:

Forrester research

Phase 4. Publishing

Wordpress

Masters degree: Bachalors degree: Some college: High school: Less than HS diploma:

Myspace

One.it

Phase 4. Publishing

37 34

8

36

4 14 13

22

110 M, 370 M 45,6%, 28,8% 52 B, 160 B 3.1 B, 8.7 B 28, 23 20:00, 23:20,

7 36

28 34

18

10 17 5.6 M, 18 M 10.1 %, 5.1% 250 M, 650 M 28 M, 74 M 5, 4.1 11:40, 11:40

29

This graph is based on US gender figures and worldwide traffic figures. * M = million more monthly female of male visitors

57 10 16 13

64

20 14

20

59 3

64 8

11

16 8 11

This graph shows the gender balance on social networking websites. Only one social networking website is a patriarchy, namely Digg. LinkedIn, YouTube, deviantART and Delicious are equalities and all (12) others are matriarchies.

27 30

72 8

24

48 9

47

12

24 M, 66 M 10,1%, 5.1% 2.1 B, 4 B 270 M, 550 M 611 8.3 12:10, 11:40

InformationisBeautiful.net

October

2009

Todo’s - Make a profile / complete until at least 80% - Upload a slide completely (use keywords) - Integrate slideshare in LinkedIn / iGoogle


© TOTAL IDENTITY

integraal aanpassen


© TOTAL IDENTITY

sociale

wereld


Overview of

Social Media

DELICIOUS

evaluation

intelligence

DIGG STUMBLEUPON GOOGLE ALERTS

plotted in an innovation process The innovation process is used in this graph to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other quadrants too. Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target audience.

NING

HYVES

FACEBOOK

LINKEDIN

UNILYZER SCOUTLABS TWITTERCOUNTER GOOGLE ANALYTICS

Google Alerts Delicious StumbleUpon Digg LinkedIn Facebook Hyves Ning Google Docs WeShare (dropbox)

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TWiki

LINKEDIN GROUPS

Slideshare (prezi)

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GOOGLE WAVE

TWITTER

WordPress YouTube Scribd

SLIDESHARE

dialogue

network

YOUTUBE WORDPRESS

Twitter GoogleWave Socializr LinkedIn Groups Google Analytics Twittercounter Unilyzer Scoutlabs

publishing

operation


Middelenmix

Š TOTAL IDENTITY

Corporate Corp. brochure, jubileum boek Jaarverslag Nieuwsbrief Gastcolleges en spreken Visitekaart Corporate magazine Thema AHV MarCom Catalogus Etalage Folder /adviserende verkoop Deur-tot-deur Service

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Desktop publishing Besprekingen

Public Relations Persberichten Event Samenwerkingsverbanden Geschenken en gadgets CRM Direct Mail Loyaliteitsprogramma Relatiemagazine


Google Alerts

Slideshare (prezi)

Hyves

LinkedIn Groups

Vergelijkingssites

Corporate website

Tweetup

Online pressroom

Adviserende verkoop

Corporate brochure

Event

Persbericht

Delicious

WordPress

Ning

Facebook updates

Wikipedia

Bulletin board

Mail signature

Mailinglist

Informatiemappen

Catalogus

Visitekaartje

Locale campagne

StumbleUpon

YouTube

Google Docs

Unilyzer

Websurvey

Narrowcasting en bannering

Skype/screencast

Online jaarverslag

Enquetes

Mededelingenbord

Interne meeting

Jaarverslag

Digg

Scribd

WeShare (dropbox)

Scoutlabs

Polls

YouTube reclame

Interne memo

Google Analytics

Knipselkrant

RTV-commercial

Instant message

GRP onderzoek

LinkedIn

Twitter

iGoogle

Twittercounter

(online) Sociaal netwerk

Spam

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Logfile analyzer

CRM

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Google Analytics

LinkedIn Groups

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© TOTAL IDENTITY

4 layers of success


Social advances new P’s in the marketing mix and extensions New products, promotion-strategies, new pricing or business models and new distribution channels are invented in this phase. The organixation advances.

Social nenewal new self or augmented self

Social improvement Imporoving on the marketing mix Improving price-, product-, distributionand promotionstrategie with social media. Improving means more and more eficient. No new products or other parts of he marketing mix

New social new worlds The new world unfolds...

After having tried and tested new ways, one can improve one’s self. Like a caterpillar transforms into a butterfly, an organization transforms into a new one. In order to boldly go where no man has gone before.


© TOTAL IDENTITY


YouTube reclame

Knipselkrant RTV-commercial

LinkedIn Twitter

(online) Sociaal netwerk Spam

CRM Etalage

Facebook Socializr

LinkedIn Groups Interne nieuwsbrief

Samenwerkingsverband Intranet

Hyves LinkedIn Groups

Tweetup Online pressroom

Event Persbericht

Ning Facebook updates

Mail signature Mailinglist

Visitekaartje Locale campagne

Google Docs Unilyzer

Skype/screencast Online jaarverslag

Interne meeting Jaarverslag

WeShare (dropbox) Scoutlabs

Interne memo Google Analytics

Instant message GRP onderzoek

iGoogle Twittercounter

Blogging Logfile analyzer

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TWiki Google Analytics

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a

The innovation process is used in this graph to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other quadrants too. Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target audience.

Corporate website

Overview of

Integrated Media

plotted in an innovation process

ing us) gam TWiki

net work


communicatie = innovatie

Š TOTAL IDENTITY

@arts118


© TOTAL IDENTITY

epiloog


Binnen is

Buiten

Een organisatie zou geen verschil moeten maken tussen binnen en buiten. De klanten trek je binnen en je medewerkers bloggen en twitteren buiten. Geen geheimen meer maar transparantie. De voorsprong die je vroeger had door ideeën in het geheim intern te ontwikkelen, die heb je nu door je open en eerlijk op te stellen en te zoeken naar verbinding met partners en met de markt. En de markt zal zich verbinden met jou. Het publiek helpt mee in productontwikkeling, in service en in verspreiding van je merk. Leertip #1: Schrijf geen interne documenten maar maak alles alsof het publiek gepresenteerd of gepubliceerd moet worden.

Binnen =

Buiten


Controle wordt

Regie

Een orkest controleer je niet maar regisseer je. Een filmcrew ook. En een kudde schapen ook‚ ... Een groep individuen, zowel dieren als mensen, laten zich niet graag controleren. Ze laten zich wel regisseren. Met de juiste visie en het juiste doel speelt de regisseur in op ontwikkelingen en gebeurtenissen en maakt gebruik van de bewegingen van de groep. Fluïde en continu gaat de groep toch in de juiste richting. Leertip #2: Laat iedereen vrij op sociale media en stel slechts 1 regel in "wees sociaal en verantwoordelijk online en volg elkaar".

Controle ƒ

Regie


Incident wordt

Continu

Te vaak en steeds vaker wordt alleen op incidenten gereageerd. Organisaties struikelen van het ene incident in het andere. Incidentmanagement was al lastig maar is met de virale verspreidingsmogelijkheden van de sociale media een volwaardige kunst geworden. In plaats van je richten op incidenten zou men zich beter kunnen richten op het opbouwen van een reputatie en dat vraagt visie, leiderschap en volharding. Iets dat continu aandacht en discipline vraagt. Leertip #3: Implementeer geen geĂŻsoleerde oplossing voor een geĂŻsoleerd probleem maar tracht er altijd een nieuwe routine uit voort te laten komen. Een van mijn regels is bijvoorbeeld: "alles wat binnen een minuut te regelen is moet direct geregeld worden en mag niet op een actielijst komen".

Incident Ć’

Continu


Isoleren wordt

Embedden

Focus is goed maar het geeft ook een smalle blik op de werkelijkheid. Dat is precies wat er vaak gebeurt als in een organisatie een probleem of een behoefte wordt herkend. Deze wordt vaak geïsoleerd, net als de persoon of het team dat ermee aan de slag moet. In plaats van het isoleren van een probleem, een behoefte, een persoon of een team is het in een dynamische en complexe wereld vaak beter om deze in te bedden in een (lerende) organisatie op daarvoor logische plekken of zelfs overal. Zo bezien geeft punt 3 het “wat” weer en dit het “hoe” weer: Hoe bereik je continuïteit.. Leertip #4: Ontmantel de communicatieafdeling, noem ze geen communicatiemanagers maar communicatieadviseurs en verspreid ze over het bedrijf en positioneer ze in de lijn.

Isoleren ƒ

Embedden


Delegeren wordt

Committeren

Taylor, en alle managementboeken na hem, hebben ons geleerd om te delegeren. En dat is moeilijk want "delegeren moet je leren". Maar wat heb je aan gedelegeerde verantwoordelijkheid als je het werk daarna nog uitgebreid moet controleren zoals in de praktijk vaak gedaan wordt? In plaats van delegeren zou men beter mensen kunnen committeren aan eenzelfde doel of aan een gewenst resultaat.. Leertip #5:Voordat je een ander iets vraagt te doen, stel jezelf de vraag of je het niet zelf moet doen. Als dat niet zo is, schrijf dan eerst de vraag uit als een briefing in een mail. Zonder die mail geen vraag. Je zult zien dat de over te dragen toch nog wat keuzes en uitzoekwerk vraagt.

Delegeren Ć’

Committeren


Projecten wordt

Programma’s

Een project wordt gekarakteriseerd door een start en een einde. De projectleider en het projectteam beginnen eraan en ronden het af. Tegenwoordig is een product, een website of een campagne niet meer af bij livegang. Er wordt continu aan gewerkt: "The continuo bèta". Er dient dus niet gestuurd te worden op projecten en op het afronden ervan maar op programma's en hun continuïteit.. Leertip #7: Noem projectmanagers programmamanagers en rond nooit meer een project af zonder dat er een duurzame business case of vervolgplanning ligt.

Projecten ƒ

Programma’s


Consolidatie wordt

Transformatie

Het is eigenlijk vreemd dat in een dynamische wereld die continu verandert, een organisatie vaak spreekt over consolideren. Natuurlijk is het je eigen maken van nieuw geleerde zaken belangrijk maar consolideren werkt remmend op het lerend vermogen van de organisatie. In plaats van consolidatie zou meer gestuurd en gemanaged moeten worden op transformatie. Change! dus... Leertip #8: Laat bedenkers van nieuwe ideeĂŤn zich niet verdedigen maar ieder die kritisch is op die nieuwe ideeĂŤn. Iedere bespreking..

Consolidatie Ć’

Transformatie


Structuur wordt

Cultuur

Duizenden boeken zijn geschreven over (organisatie-) structuren. En adviserende organisaties zijn er rijk mee geworden. Er is een structuur voor alle processen en voor alle soorten organisaties. Het aanbrengen van structuur lijkt een doel op zich. Structuur is echter niet een doel maar een middel. En dit middel dient ingezet te worden om de gewenste cultuur te verkrijgen en wil tot veranderen te behouden.Voor alle andere zaken zijn alleen keuzes en helderheid nodig, geen structuur.. Leertip #9: Stel vast wat de collectieve (interne en externe) beoordeling is van de cultuur en verwijder vervolgens ieder kwartaal een centraal aangebrachte structuur of overleg en meet opnieuw. Zonder daling ga je door.

Structuur Ć’

Cultuur


Staf wordt

Core

Organisaties die hebben verdeeld, gedelegeerd, geconsolideerd en geĂŻsoleerd hebben vaak veel staf en stafafdelingen. Die zijn allen erg druk met heel belangrijk werk. De afstand tussen de stafafdelingen en het kernproces wordt daarmee ook steeds groter. Dat zorgt voor bureaucratie en verlamming. En dat terwijl iedere organisatie ooit gestart is met haar core business. Juist daarin zit de meerwaarde en de passie. Daarom wil je er werken, er klant van zijn en er meer over weten. Een omdat je er meer van wil wteen ben je er continu naar op zoek en deel je die kennis. Daarin zit het intrinsieke leren van de organisatie. Leertip #10: Zorg ervoor dat iedereen in de organisatie productiviteitsdoelen heeft en meet deze. Niemand uitgezonderd.

Staf Ć’

Core


© TOTAL IDENTITY

De lerende organisatie Binnen

=

Buiten

Controle

ƒ

Regie

Incident

ƒ

Continu

Delegeren

ƒ

Committeren

Projecten

ƒ

Programma’s

Extraheren

ƒ

Impregneren

Consolidatie

ƒ

Transformatie

Structuur

ƒ

Cultuur

Staf

ƒ

Core


Organizations are history. Start thinking organic and organize! Š TOTAL IDENTITY

@arts118


116

©TOTAL ACTIVE MEDIA


Š TOTAL IDENTITY

offline 117

2012 Total Active Media Total Identity Martijn Arts

Presentatie Martijn Arts  

Sociale Media Workshop Summerschool Ondernemen zonder Grenzen.

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