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“Strategic use of
internet: online
positioning and social
media use in life
sciences”
2011-06-07
1
an introduction
2
foto: Judith van der Meulen
Lykle deVries
3
foto: Judith van der Meulen
De Ondernemers BV
New Business Development
Social Media Strategy
Open Innovation
4
www.onsboek.nl
“Entrepreneurship”
€26,95
Pearson Education
Uitgeverij
5
6
!""#$%&"'%!'()*$
7
8
and you?
9
Questions?
10
Let’s get at it
11
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
12
so many buzz words
and weird terminology
RSS
Crowdsourcing
Twitter
Chat
Social Bookmarking
Open source
Web2.0Sociaal networks
Data mining
Tagging
Check-ins
13
the conversation
14
15
Understanding
Social Media
in 2 steps
16
Social Media
17
buzz-word
18
paradigm shift
19
Understanding
Social Media
step 1:
20
know your problem
21
know your problems
22
23
- Nederland 2006 -
24
- Nederland 2006 -
25
26
0 20 20 30 30 ~
27
0 20 20 30 30 ~
DIGITAL NATIVES
28
0 20 20 30 30 ~
DIGITAL IMMIGRANTS
29
0 20 20 30 30 ~
DIGITAL
DODO’s
30
31
age matters
32
something else
changed:
33
information is free
34
http://www.flickr.com/photos/inju/112082907/
35
TV
http://www.flickr.com/photos/roadsidepictures/276395210/
36
Radio
http://www.flickr.com/photos/imh/3297961043/
37
http://www.storytellersmediagroup.com/
38
gate keepers
39
gate keepers
40
I repeat
41
no control
42
a zillion opportunities
43
an example
44
2006:
45
let’s google first...
46
47
48
Dell’s headache
49
serious headache!
50
51
it worked!
52
53
Conversation
54
Understanding
Social Media
step 2:
55
Value the conversation
56
http://www.youtube.com/watch?
v=D3qltEtl7H8
57
So what changed?
58
we got our voice back
59
we want a conversation
two-way
60
customer = king
61
positioning?
62
http://www.flickr.com/photos/shirleydejong/4448517371/
63
personal
64
#fail
65
66
5 steps to positioning
67
Step 1: listen
68
69
find your audience by
listening first
70
who do you (need to)
listen to?
71
72
find the influencers
73
Step 2: Engage
74
75
get involved
76
step 3: energize the
groundswell
77
78
Step 4: make self
sufficient
79
80
Step 5: embrace the
Groundswell
81
82
Make your customer
your lead innovator
83
strike up a conversation
84
listen
85
learn
86
act together
87
88
contact conversation content
...
...
...
...
89
Questions?
90
recommended
91
• Listen to the
Groundswell
• Engage
• Energize the
Groundswell
• Make the Groundswell
self-sufficient
• Embrace the
Groundswell
92
Lykle deVries
foto: Ester Kroezenga
lykle@deondernemers.nl
06-53 76 69 64
Twitter: @lykle
93

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