Social Media Marketing Is A Walk On The Wild Side

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Social media presents a danger and challenge for most companies as it is unknown territory. Far away from the controlled environment of advertising and Press releases. A company takes a walk on the wild side with social media marketing

Empresariales Noticias y política

Social Media Marketing is a Walk On The Wild Side Take a walk on the wild side: Lou Reed

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We hebben het niet makkelijk, de laatste jaren. Onze klant staat aan het roer en leidt het gesprek over ons merk – de controle hebben we zelf al lang niet meer. Nee, in de ‘people-economy’ bepalen relaties en vriendschap onze identiteit en toegevoegde waarde. We moeten mee in deze nieuwe stroming. Maar welke stappen zetten we om fundamenteel te veranderen? Hoe komen we van gesloten, hiërarchisch en onpersoonlijk naar open, authentiek en verbonden? Biedt de Chief Friendship Officer uitkomst? Welke leiderschapskwaliteiten horen daarbij? En hoe zorgen we dat we die ontwikkelen? De overduidelijke trend om internet en social media een plek in de bedrijfsstrategie te geven, leidt ons naar de ‘people-economy’. In deze nieuwe werkelijkheid bepalen relaties en zelfs vriendschap onze identiteit en toegevoegde waarde. En zijn dialoog en co-creatie de meest waardevolle middelen die we hebben – tenminste, zolang ze authentiek zijn. Organisaties en ondernemingen moeten mee in deze ontwikkeling en zetten geleidelijk aan de klant volledig aan het roer. Het zal niet lang duren voordat onze ‘vrienden’ het gesprek rond ons merk leiden. Kritisch, soms uitdagend, maar uiteindelijk ontzettend toegewijd. De meeste bedrijven blijven echter vasthouden aan hun oude ‘modus operandi’. Ze blijven hun oude boodschap zenden, maar nu wel via ‘nieuwe’ kanalen als Twitter en Facebook. Er is duidelijk een wanhopige behoefte aan een nieuw soort leiderschap. Na jarenlang vooral gefocust te hebben op ‘shareholder value’, ‘return on investment’ en ‘kostenreductie’, begrijpen ze dat het tijd wordt dat er, naast de Chief Financial Officer, een nieuw soort CFO haar of zijn plek in de boardroom inneemt: de Chief Friendship Officer. Gebaseerd op zijn onderzoek bij talloze Nederlandse en Belgische bedrijven, laat Menno Lanting ons zien welke stappen gezet moeten worden om organisaties fundamenteel te veranderen. Van gesloten, hiërarchisch en onpersoonlijk naar open, authentiek en verbonden. Hij geeft concrete antwoorden op vragen als: Hoe kan ik zelf sociale netwerken gebruiken? Welke nieuwe business- en communicatiemodellen ontstaan er? Op welke manier behouden we als organisatie aansluiting met de jonge, sociale netwerkgeneratie? En hoe ontwikkelen we de juiste leiderschapskwaliteiten?

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Dreigen we toch bijna weer in de dezelfde valkuil te stappen als met bladen, nieuwsbrieven en intranet. Door een medium tot doel te verheffen. Ilse van Ravenstein pleit voor een sociale internecommunicatiestrategie. Waar sociale media een integraal onderdeel zijn van de totale IC aanpak. In deze workshop filosofeert ze over de gedachte dat we onszelf opnieuw moeten uitvinden. Want wat betekenen sociale media bijvoorbeeld voor de communicatie via de lijn? Wat doet een internecommunicatieprofessional als iedereen in de organisatie een ‘communicator’ is? En welke coalities heb je nodig om echt een integrale sociale IC-strategie te ontwikkelen? Maar daar houdt ze niet op. Want filosoferen is mooi, maar hoe gaan we in de praktijk dan aan de slag? Ilse laat je kort kennismaken met het pragmatische, uitgebreide stappenplan voor een sociale IC-strategie. Ingrediënten onder meer een sociale IC-audit. Vervolgens krijg je ’m mee naar huis om er thuis mee te experimenteren.

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