Social media in de immosector: vast goed
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Transcript of Social media in de immosector: vast goed
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Pixular.beSocial Media in de praktijk: Vast Goed ! Stefaan Lammertyn
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Programma
• #1 2014: de tijd gaat snel • #2 Social Media landschap: door de bomen het bos • #3 In detail: LinkedIn - Twitter - FB - Instagram - Pinterest • #4 Kansen & Valkuilen van social media • #5 Geen magie maar strategie
#6 Mediawijs
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@hinssen
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Serendipiteit
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Een naald in de hooiberg zoeken
En er uitduiken met de boerenmeid !
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We zitten niet in een tijdperk van verandering,
maar in een verandering van tijdperk!
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Zoek de 7 verschillen
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Vaststellingen
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & Vaststellingen
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Vaststellingen
Jong...
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Minder jong...
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Bron: Martin Hulst
48% neemt smartphone en checkt FB (18<34j)
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Bron: Martin Hulst
15 % 70+ gebruikt Facebook
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#INSTAGRAM…
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Altijd?
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@lucienengelen
Google Glass
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Onze kijk op de wereld verandert drastisch
#GoogleGlass
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WAT ZIJN SOCIALE MEDIA?
“Sociale media zijn de online tools en platformen die mensen gebruiken om hun
meningen, inzichten en ervaringen met elkaar te delen”
Definitie
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Feiten & cijfers
• Groei!
• Gemiddeld 55 minuten/dag op Facebook
• 65% van TOP100 bedrijven op Twitter
• Van alle leeftijden...
• Komen & gaan van nieuwe kanalen > Pinterest
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Cijfers maart 2014
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Hoe zit dat bij jou ?
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VASTSTELLING
Consument zoekt online naar !
inspiratie/voorbeeldengetuigenissen/reviews
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Social Media Landschap
#2
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Door het bos de bomen1. Blogs
2. Microblogs: Twitter - ...
3. Sociale Netwerken: LinkedIn - Facebook - Google+-...
4. Media Sharing: Youtube - Instagram -Slideshare - Spotify - Pinterest...
5. Location Based apps: Foursquare
SocialMedia Landschap
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47 Twitter
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37 Facebook
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Foursquare
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Foursquare
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GOOGLE+
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LinkedIn, over kennis & kennissen
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Netwerken is Net als Werken
Je bent wie je kent...
#04 > LinkedIn#04 > LinkedIn
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Social Network
#04 > LinkedIn
1. Individuele profielen2. Groepen3. Company pages
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• Kennis > Kennissen
• Wie kent wie ?
• Professioneel gebruik
• Status updates - recommendations - Q&A
• > 1.300.000 profielen/ 1.641 groepen
Social Network
#04 > LinkedIn
Indivduele profielen
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48#04 > LinkedIn#04 > LinkedIn
1ste schil - 2de schil - 3e schil
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De kracht van jouw netwerk
Voldoende connecties
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• Job/functie
• Specialist in ...
• Opleiding
• Foto
• Boodschap
• Links > Website / Twitter / ...
Digitaal Visitekaartje
#04 > LinkedIn
Indivduele profielen
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5199
Individueel profiel
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LinkedIn > Netwerk
• Zoeken en vinden
• Contacten van contacten
• Aanmelden bij groepen
• Aanbevelingen
• Presentaties
• Vinger aan de pols
#04 > LinkedIn
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Hoe kennen wij elkaar?
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LinkedIn > Netwerk
• Persoonlijke uitnodigingen
• Vragen durven stellen
• Antwoorden willen geven
• Bouw op!
• Let op de hygiëne van jouw netwerk
#04 > LinkedIn
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Netwerken
#04 > LinkedIn
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Text
Groepen
Groepen
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6592
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Groepen
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Company
Bedrijfspagina’s
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#VASTGOED• Netwerken is net als werken
• Zet jouw profiel op orde...
• Volg jouw klanten
• Integreer je in enkele groepen
• Kijk wat er leeft in jouw netwerk
• Laat af en toe van je horen
• Expertise uitdragen
#04 > Twitter
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#JIJ
• Onvolledige profielen
• Jobtitel...
• Opleiding
• Contacten
#04 > Twitter
Huiswerk!
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Je vindt er meer dan je zoekt !
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & Vaststellingen#04 > Twitter
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• Microblog
• SMS van het internet
• Tweets = Berichten < 140 tekens
• Constante berichtenstroom
• Following = mensen die jij volgt (Volgend)
• Followers = mensen die jou volgen (Volgers)
Microblog
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Jargon
• Bericht(en) = Tweet(s)
• 140 karakters
• Users: @username vb. @slk8500
• ReTweet = Tweet doorsturen (RT)
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Jargon
• # HASHTAGS = Metadata = keyword#KortrijkXpo #PanoramaTV #VIVES
• @slk8500: publiek bericht
• d slk8500: Direct Message - privaat...
• Lists: categorie van interessante Twitteraarshttp://twitter.com/slk8500
#04 > Twitter#04 > Twitter
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Gereedschap
!
• Op uw PC/MAC of Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combinatie: Hootsuite/Tweetdeck
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Efficiënt Twitteren
• Vertel anderen jouw verhaal
• BTW: Beter met Toegevoegde Waarde
• Gebruik links in jouw berichten
• Stel vragen & geef antwoorden
• Deel jouw kennis & inzichten
• TXS, wees dankbaar
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#04 > Twitter#04 > Twitter
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Waarom Twitteren?
• Luisteren
• Leren & ontdekken van mensen & dingen
• #durftevragen
• Geven & Ontvangen
• Kennis delen > expert!
• Vindbaarheid! SEO
• Serendipiteit: naald hooiberg boerenmeid
• ...
#04 > Twitter#04 > Twitter
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99#04 > Facebook#04 > Facebook
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100#04 > Facebook#04 > Facebook
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101#04 > Facebook#04 > Facebook
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Gegevens invullen
• Naam van de pagina (> 200 fans niet meer te wijzigen!)
• Opstart bedrijf
• Goede beschrijving van wat je doet
• Openingsuren
• Contactgegevens
• Website
• Historiek
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Waarvoor FB gebruiken?• Stand van zaken
• Getuigenissen van klanten
• Waar ben je mee bezig?
• Uitnodiging/Reminder
• Interactie > Feedback
• Aandacht trekken
• In contact blijven
#04 > Facebook#04 > Facebook
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http://iconosquare.com
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http://www.likeconomics.nl/2014/05/instagram-marketing-zakelijk/
http://iconosquare.com
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KANSEN & VALKUILEN
SOCIALE MEDIA
#04 > Facebook#05 > Kansen en Valkuilen
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BIJSLUITER PRINCIPE
#05 > Kansen en Valkuilen
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121#05 > Kansen en Valkuilen
Branding!Merkbekendheid
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121#05 > Kansen en Valkuilen
Wie zijn we ?!Wat doen we ?
Hoe kunnen wij u helpen?
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Leadgeneratie Sales ondersteunend
#05 > Kansen en Valkuilen
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Klantenbinding
#05 > Kansen en Valkuilen
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Lokaal weet u het allemaal! #scholen #restaurants
#omgeving #wijk #buurt
#historiek #winkelen #verenigingen
#05 > Kansen en Valkuilen
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Marktonderzoek
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Durf vragen te stellen!
#05 > Kansen en Valkuilen
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Expertise !
#05 > Kansen en Valkuilen
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Jij weet meer dan je denkt
#05 > Kansen en Valkuilen
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TendenZEN
#05 > Kansen en Valkuilen
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Wat is er hip?
#05 > Kansen en Valkuilen
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Valkuil... Reputatie
• WAT wordt er over mij gezegd ?
• WIE zegt dat ?
• WELK gevolg wordt eraan gegeven?
#05 > Kansen en Valkuilen#05 > Kansen en Valkuilen
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7op10 berichten op sociale media!zijn positief
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131143
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#05 > Kansen en Valkuilen
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GEEN MAGIE MAAR
STRATEGIE#06 > Aan de lijn, klaar, start
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137#06 > Aan de lijn, klaar, start
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138#06 > Aan de lijn, klaar, start
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Pixular.be
Pixular
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Pixular.be
Pixular
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Pixular.be
Pixular
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Pixular.be
Pixular
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#05 > In de praktijk
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LUISTEREN
• bedrijfsnaam
• medewerkers
• merken - producten - websites
• trefwoorden uit sector
• klanten/collega’s/verenigingen
#01
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#01
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LUISTEREN
• Laat de technologie voor jou werken
• Monitoring
• Social Mention/Google Alerts
• Engagor/Tracebuzz
#01
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EngagorSocial media management, analytics and engagement
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LUISTEREN NIET VOLDOENDE
#04 > Aan de lijn, klaar, start
BEGRIJPEN IS ESSENTIEEL
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#01
#04 > Aan de lijn, klaar, start
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#01
#04 > Aan de lijn, klaar, start
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GIJ ZULT UWDOELSTELLINGEN
BEPALEN
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DOELSTELLINGEN
• Klantentevredenheid verhogen
• Visibiliteit & naambekendheid
• Marktonderzoek
• Expertise
• PR
• Recrutering
• ...
#02
Gebod II: Gij zult uw doelstellingen bepalen
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DOELSTELLINGEN
Zorg dat jouw doelstellingen passen in de globale marketing strategie
van jouw organisatie
#02
Gebod II: Gij zult uw doelstellingen bepalen
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GIJ ZULT UW DOELGROEPEN
DEFINIEREN
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DOELGROEPEN
KlantenParticulieren
Prospecten Pers
Overheid
JongerenSenioren
Consumenten
#03
Bedrijven
Sollicitanten
Gebod III: Gij zult uw doelgroepen vastleggen
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GIJ ZULT UW KANALEN
INRICHTEN
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KANALEN #04
Gebod IV: Richt uw kanalen in #SM4KMO
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#05MEETPUNTEN
• Website bezoekers
• Fans op facebook
• Volgers op Twitter
• Offerte aanvragen
• Vermeldingen in de pers
• Engagement#SM4KMO
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ORGANISEER
• Draagvlak binnen de organisatie
• Sensibiliseer
• SM-coördinator
• Richtlijnen
• Acties & reacties
#06
Gebod VI: Gij zult u organiseren
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INTEGREER
• Zowel off-line als on-line
• Website - nieuwsbrief - ...
#07
Gebod VII: Gij zult de sociale media integreren
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ZOEKT UW FANS/FRIENDS
FOLLOWERSPhoto by Anne Bennett - http://flic.kr/p/4mk5e8
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Zoek jouw fans op...
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F-FACTOR
• Word of mouth > world of mouth
• Wie staat achter jouw organisatie of merk?
• Ga partnership aan > ambassadeurs
• Verwen jouw fans!
#08
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Wat anderen over jou vertellen
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F-FACTOR
Gebod VIII: Zoekt uw fans op
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VERTELT ANDEREN
UW VERHAALPhoto by Images by John 'K' - http://flic.kr/p/6kfzwS
#09
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Eenvoud Onverwacht
Geloofwaardig Emotie!
Concreet Met een verhaal
#07 Vertel anderen jouw verhaal
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You can find inspiration in
everything and if you can’t, look again
#09
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CONTENTPLAN
Laat regelmatig van jou horen
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CONVERSATIE
• Detecteer interessante issues
• Intervenieer en help
• Geef antwoorden en durf vragen te stellen
#10
Gebod IX: Gij gaat de conversatie aan
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ORGANISERENGIJ ZULT
ANALYSEREN & BIJSTURENPhoto by Willamor Media - http://flic.kr/p/88r8UC
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OPVOLGING
• Doelstellingen gehaald?
• Waarom (niet)?
• Wat deden we (niet) goed?
• Bijsturen waar nodig
#11
Gebod X: Gij zult analyseren en bijsturen
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De 10 O’s Cor Hospes
#05 > Kansen en Valkuilen
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228www.corhospes.nl
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Opvallen
#05 > Kansen en Valkuilen
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Oppikken
#05 > Kansen en Valkuilen
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Inhaken
1. Actueel
2. Relevant
3. Verras
4. Nieuwswaardig
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Inhaken
Alles met mate(n)
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Opfleuren
#05 > Kansen en Valkuilen
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Opleuken
#05 > Kansen en Valkuilen
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Opleuken
Entertainment
Gaming
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Oplossen
#05 > Kansen en Valkuilen
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Oplossen
Gratis dienst
Veraangenaamt dagelijkse leven
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Opleiden
#05 > Kansen en Valkuilen
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Opleiden
Verrijk het leven van mensen door educatie
Van vermaken naar verrijken
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Openstellen
#05 > Kansen en Valkuilen
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Openstellen
Durf te communiceren
Eerlijk & oprecht
Kleine dingen
In functie van klantvriendelijkheid
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You can find inspiration in
everything and if you can’t, look again
#09
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Tips voor thuis: mediawijsheid
#05 > In de praktijk
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Blijf steeds jezelf
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No story, no glory.Breng jouw eigen verhaal
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Weinig aan toe te voegen
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Authenticiteit
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Wees trendy
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Maak het overal kenbaar
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Toon dat je een expert bent
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Iedereen wil gelijk halen
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Vinger aan de pols
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Trap niet in de technologieval
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Zorg dat SM geen SM wordt
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<a href="http://www.shutterstock.com/gallery-652045p1.html?cr=00&pl=edit-00">
Geen sprint
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Houd het boeiend!
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Denk na voor je iets zegt. MEDIAWIJS!
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En wat hebben we vandaag geleerd ?
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Maak Content voor uw Publiek
en maak uw Publiek Content
#11
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209194
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Contact
Vragen, opmerkingen of suggesties?
Stefaan Lammertyn/Pixular
www.sm4kmo.be Volg ons ook op Twitter: @slk8500
#SM4KMO