Social media explained to CIO's attending an Executive MBA in Business & IT at Nyenrode Business University (Breukelen, Netherlands). Containing seven blocks of theory and practical assignments. The goal is described as follows: "Social media connects us all. It speeds up communication processes and poses new challenges in a world that is becoming more and more dynamic and connected. My goal for you is to learn to rethink your communication, organization and business in this new dynamic and connected era. Rethinking will simplify complex challenges and help you and your organisation learn and develop."

1. social media
Modular Executive MBA in Business & IT
Nyenrode Business University
Module: Market, Law and Ethic
Block 1: Market and Marketing
© TOTAL IDENTITY
2012
Total Active Media | Total Identity
ir. Martijn Arts - marts@totalactivemedia.nl

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3. © TOTAL IDENTITY
I am
@arts118

4. TOTAL ACTIVE MEDIA
Activities
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Web technology
Online conversion
Ambition
Mapping
Mixing
Moving people
Founded
1996 ZaPPWeRK
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> 100 applicants in the first day
+120
+98
+110
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9. Excellent results on KPI’s in all deliverables
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10. Goal
Social media connects us all. It speeds up
communication processes and poses new
challenges in a world that is becoming more and
more dynamic and connected. My goal for you is to
learn to rethink your communication, organization
and business in this new dynamic and connected
era. Rethinking will simplify complex challenges
and help you and your organisation learn and
develop.
© TOTAL IDENTITY

11. Agenda
Outside in
1.The multifaceted world - El hexagon
2.The outside world - Long tail and netnography
3.The change - ‘The Big Shift’ by Rachel Botsman
Inside out
4.My world - Communication = innovation
5.Praktical world - ‘De schijf van vijf’
6.Organize engagement - Harvard and Forrester
7.Business redesign - 4 layars of success
Epilogue
© TOTAL IDENTITY

12. © TOTAL IDENTITY
Inside out

13. The multifaceted world
El hexagon
© TOTAL IDENTITY

14. Goal #1
Social media is, or was, both a hype as well as a
groundswell. Following Gartner's hype cycle of
new media it will have as large an impact as the
web itself. Changes can not be predicted nor
managed if you do not see the big picture: a
holistic view of communication processes,
including all it's layers. Managing change means
managing all layers simultaneously.
© TOTAL IDENTITY

15. © TOTAL IDENTITY

16. © TOTAL IDENTITY
person

17. © TOTAL IDENTITY
process
per
son

18. © TOTAL IDENTITY
organization
pro
per
ces
son
s

19. © TOTAL IDENTITY
person
(online) means
org
an
pro
iza
ces
s
tio
n

20. © TOTAL IDENTITY
per
son
process
market
(on
lin
org
a
e) niz
me ati
an
s
on

21. © TOTAL IDENTITY
per pro
son ces
s
contact
organization
(on
lin
ma e)
rke
me
t
an
s

22. (online) means
n
tio
ma
iza
rke
an
t
org
t
tac
pro
action
con
ces
s
desire
© TOTAL IDENTITY
interest
attention
person

23. © TOTAL IDENTITY
org (on
an lin
iza e)
tio me
n an
s
free
central
process
central
decentral
decentral
market
act
ion
des
ire
int
con
ere
tac
st
t
att
en
tio
per n
son

24. © TOTAL IDENTITY
(on
lin
e) ma
rke
t
me
an
s
unit
staff
contact
organization
organization
cen act
department / group
tra
l
ion
cen
dec tra des
en l ire
tra
de l int
cen ere
tra st
l en
att
fre
e
tio
n
pro
per
ces
son
s

25. person
attention
interest
pro
ces
desire
fre
s
dec
t
e
tac
en
action
cen ntra
dec tral
tra
con
tra l
e
cen
l
l
on
ati
up
niz
gro
a
it
org
un
ma
t/
site
n
rke
me
ff
ion
brand
art
sta
t
zat
(landingpages)
de[
ani
org
© TOTAL IDENTITY
communities
social media
(online) means

26. © TOTAL IDENTITY
per
son
att
en
tio
n
int
ere
con
st
tac
t
des
ire
act
ion
market
free
central
process
central
longtail
decentral
decentral
general public
target group
personalized
org
a
sit
niz
e
ati
on
bra (la
nd un
ing nd it
pag
dep
com es)
art
m
me
un
nt
itie /g
soc s
rou
p
ial
sta
ff
(on
me org
line dia ani
)m
zat
ion
ean
s

27. © TOTAL IDENTITY
per pro
son ces
att s
en fre
e
tio
n
dec
e
int
ntr
ere
st
aal
des cen
dec tra
en l
ire
tra
l
act cen
tra
ion
l
unit
contact
staff
one2few
one2many
few2few
(broadcast)
organization
organization
one2one
gen
era
department / group
sit
e
lp
ub
(la
lic
nd
tar
g
ing
et
gro
bra page
up
nd s) com
lon mu
gta
il
nit
ies soc
per ial
son m
aliz a
edi (on
ma ed line
rk
)m
et
ean
s

28. © TOTAL IDENTITY
pro org
ces ani
s zat
fre ion
e sta
dep
art ff
me
dec
n
e
t/
ntr
al
gro
up
dec
e
un
it
cen ntra
org
tra l
a
ce l
ntr niz
al ati
on
site
action
person
desire
brands
interest
(online) means
attention
communities
social media
(landingpages)
on
(br e2m
gen
oad any lp
era
cas
t)
ub
lic tar
on get
e2f
ew
gro
up
few lon
2fe
gta
w
il per
on s
e
on
2on
e
aliz
ed
con
ma
t
rke
act t

29. (online) means
social media
communities
ion
per
ma
zat
up
brands
rke
ani
s
gro
ff
on
(landingpages)
t
org
sta
lon
aliz
t/
tar
gta
en
site
get
ed
it
rtm
il
un
e
rat
gro
pu
a
po
dep
bli
up
traditional
cor
c
communication
oad any
passé?
t)
ce
cas
(br e2m
ntr
cen ntra
ew
dec
aal
on
e2f
dec
tra l
w
e
action
2fe
on
l
e
e ntr
2on
few
fre
al
act
desire
pro
e
e
on
t
ces
con
s
interest
© TOTAL IDENTITY
attention
person

30. t)
cas
lic oad any
ub
lp (br e2m
era p on
gen up
gro
ew
e2f
get on
tar
il
w
gta
2fe
lon few
ed
aliz
e
2on
on
e
s on
per rke
t act t
ma con
communication
user-generated
social media
attention
(online) means
modern
hype?
person
ion
s
ces
zat
pro
ani
org
st aff e
d ep fre
art l
men tra
t/ en
gr dec al
u ou ntr
nit p ece
ld
o tra
cen
rga l
niz tra
ati
o cen
© TOTAL IDENTITY
n

31. (online) means
social media
communities
ion
per
ma
zat
up
brands
rke
ani
s
gro
ff
on
(landingpages)
t
org
sta
lon
t/
aliz
tar
en
gta
site
get
ed
rtm
it
il
un
e
rat
gro
pu
a
po
dep
bli
up
cor
c
top-down
communication
oad any
t)
ce
cas
(br e2m
ntr
cen ntra
ew
dec
aal
on
e2f
dec
tra l
w
e
action
2fe
on
l
e
entr
2on
few
fre
al
act
desire
pro
e
e
on
t
ces
con
s
interest
© TOTAL IDENTITY
attention
person

32. © TOTAL IDENTITY
pro org
ces ani
s zat
fre ion
e sta
dep ff
dec
e a rtm
en
t/
ntr
al
dec bu gro
e sin up
cen ntra ess
tra al un
c al org
a
it
niz
en
tra
l ati
on
site
action
person
desire
brands
interest
(online) means
attention
communities
on
social media
(landingpages)
(br e2m
gen
oad any lp
era
cas
targeted communication
t)
ub
lic
on
doe
e2f lgr
ew
oep
few lon
2fe
gta
w
il per
on s
e
on
2on
e
aliz
ed
con
ma
t
rke
act t

33. (online) means
social media
communities
ion
per
ma
zat brands
rke
ani
s
ff
on
t
(landingpages)
t
org
n
sta
me
lon
aliz
tar
art
gta
site
get
ed
gen
it
on
dep
il
un
ati
era
gro
niz
lp
up
a
ub
org
lic
oad any
t)
ce
cas
(br e2m
ntr
cen ntra
ew
dec
on
al
dec
e2f
tra l
w
e
action
2fe
on
l
e
e
ntr
2on
few
fre
aal
act
desire
pro
e
e
on
t
ces
con
s
community communication
interest
© TOTAL IDENTITY
attention
person

34. (online) means
social media
communities
ion
ma
zat
up
brands
per
rke
ani
gro
(landingpages)
t
org
son
lon
t/
tar
en
al
gta
site
get
gen
rtm
it
on
il
un
ati
era
gro
a
niz
dep
lp
up
a
ub
org
lic
oad any
t)
ce
cas
(br e2m
ntr
cen ntra
ew
dec
on
al
e2f
dec
tra l
w
e
action
2fe
on
l
e
entr
2on
few
vri
al
act
desire
pro
e
j
on
t
ces
con
s
interest
© TOTAL IDENTITY
bottum-up communication
attention
person

35. © TOTAL IDENTITY

36. Rethink communication
Assignment #1
Plot your strengths and challenges in El Hexagon.
Find out what areas are crucial to focus on in your
onganization.
© TOTAL IDENTITY

37. © TOTAL IDENTITY

38. The outside world
Long tail and netnography
© TOTAL IDENTITY

39. Goal #2
Co-creation, crowdsourcing, crowdfunding,
influencer marketing, brand ambassadors, et
cetera. All stress the need to rethink your markets.
Research shows that even the biggest market
issues are dominated by ten key influencers.
Involve them and you lead the market.
© TOTAL IDENTITY

40. In the beginning... there was television

41. And then... there was marketing

42. What now? Are we the masses or are we individuals?

44. Grouped in smaller groups

45. The Long Tail briefly explained

46. How to know what group is best targeted?

47. Netnography is truly knowing your market

48. Know your general public
5500 leerlingen
Groen Economie
30.000 157.000
2200 leerlingen TECH
COLLEGE
BUSINESS & 1700 leerlingen
ADMINISTRATION
COLLEGE CREATIVE
COLLEGE
Zorg &
Welzijn Techniek
166.000 163.000

49. Know their themes
markt

50. Match those themes internally
markt intern

51. Research and describe the several groups
MEDEWERKERS
CORPORATE UNITS /
ORGANISATIE INTERNE INTERNE EXTERNE EXTERNE SPEELVELD /
DOELGROEPEN POPULATIE /
LANDELIJK
SPEELVELD BEDRIJFSDELEN
ROC MN PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS PERSONA’S
ROC MN MARKT
SPEELVELD

52. Create and maintain communities and fans
CORPORATE UNITS /
ORGANISATIE INTERNE
INTERNE INTERNE EXTERNE EXTERNE
EXTERNE SPEELVELD /
DOELGROEPEN LANDELIJK
SPEELVELD BEDRIJFSDELEN
ROC MN PLATFORMS /
PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS /
PLATFORMS PERSONA’S
ROC MN SPEELVELD
CoP’S COMMUNITIES

53. Make contact: inside = outside
CORPORATE ORGANISATIE INTERNE INTERNE EXTERNE EXTERNE SPEELVELD LANDELIJK
SPEELVELD ROC MN PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS ROC MN SPEELVELD
WOM: MLM:
Word Of Mouth Multi-Level Marketing

54. Create an overview for yourself
CORPORATE ORGANISATIE INTERNE INTERNE EXTERNE EXTERNE SPEELVELD LANDELIJK
SPEELVELD ROC MN PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS ROC MN SPEELVELD
Issues Jongeren / scholieren Platforms Ambassadeurs Guru’s Gemeenten en instanties Belangrijkste thema’s Totaal aantal ROC’s: 70
– schaalvergroting Belangrijkste Hyves-groepen: – www.rocmn.nl – www.mboraad.nl – BBL Totaal aantal
– fusies – www.rocmnzenw.hyves.nl – ROC Intranet – www.platformmidden- – Uitval in het mbo ROC-studenten: 516.000
– het nieuwe leren 1494 leden (Zorg & Welzijn) – www.sport.rocmn.nl nederland.nl – Veiligheid op school / mbo Waarvan
– reorganisaties – ROC MN Amerikalaan, Utrecht – www.automotive.rocmn.nl – www.beteronderwijs- – Beroepsorientatie BOL-studenten: 334.000
– marktwerking 528 leden – Leerdomein-portals in nederland.nl – Doorstroom hbo Waarvan
– ... – ROC MN Unit Techniek & oprichting Leonard Geluk Rachel Linthorst – www.deonderwijsagenda.nl – Bereikbaarheid BBL-studenten: 160.000
Innovatie 87 leden Vavo Lyceum , Tech College, Voorzitter CvB ROC MN Recruiter Trainees at – www.rijksoverheid.nl – Stage
– ROC MN Amersfoort 67 leden Bouw College, Beauty College, 500+ connecties Landal Greenparks – www.aanvalopschooluitval.nl – Participatieonderwijs 25% = jonger dan 18 jaar
– ROC MN Nieuwegein 57 leden Business & Administration College, Lid Panel van Wijzen Onderwijsagenda.nl 112 followers – www.kijkoponderwijs.nl (over – Vakscholen 75%=ouder dan 18 jaar
– ROC MN Recreatie 88 leden Horeca & Travel College, onderwijs in utrecht)
Welzijn College, – www.platformbewegen- Concurrenten
Stakeholders Gezondheidszorg College, ensport.nl (mbo) – ROC Asa
– Linkedin Group ROC MN Veiligheid & Defensie College, – www.hetplatform- – ROC van A’dam
90 leden ICT College en Creative College beroepsonderwijs.nl – A12
(n.b.: er zijn in totaal 482 ROC Mohammed Sini Michiel van den Anker – www.cvicommunity.nl/home – Rijn IJssel
MN medewerkers actief op 500+ connecties Loopbaanbegeleider voor – ROC Rivor
Linkedin) Voorzitter Islam en Burgerschap, Jongeren regio Utrecht Jongeren / scholieren
Influencer of the Year 2008, 172 followers – www.hu.nl Doelgroepen
Doelgroepen Officier in de Orde van Oranje Nassau (Hogeschool Utrecht) – Jongeren (Haal er uit wat er in
– Jongeren Matthijs van de Bos – www.hku.nl (Hogeschool voor je zit)
– Volwassenen Jacob Stuurwold HRM-specialist de Kunsten Utrecht) – Volwassenen (Meer kunnen
– Bedrijven Programmaleider internationaal – www.laks.nl doen)
– Decanen netwerk Lotte van Opstal – www.jong030.nl – Bedrijven (Het beste naar
– Gemeenten en instanties Uitblink-student Nederlandse – www.uceestation.nl/utrecht boven halen)
Paul Laaper Pop-Academie – www.stoersteopleiding.nl – Decanen (Haal er uit wat er in
Docent Horeca – www.job.nl ze zit)
Geke Buwalda – www.roc.nl – Gemeenten en instanties
Projectleider Creatieve Industrie – www.tkmst.nl (Meer doen en meedoen)
Bedrijven
– ROC MN Alumni – Linkedin
Group (24 members)

55. And keep on working on it!
CORPORATE ORGANISATIE INTERNE INTERNE EXTERNE EXTERNE SPEELVELD LANDELIJK
SPEELVELD ROC MN PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS ROC MN SPEELVELD
Issues Jongeren / scholieren Platforms Ambassadeurs Guru’s Gemeenten en instanties Belangrijkste thema’s Totaal aantal ROC’s: 70
– schaalvergroting Belangrijkste Hyves-groepen: – www.rocmn.nl – www.mboraad.nl – BBL Totaal aantal
– fusies – www.rocmnzenw.hyves.nl – ROC Intranet – www.platformmidden- – Uitval in het mbo ROC-studenten: 516.000
– het nieuwe leren 1494 leden (Zorg & Welzijn) – www.sport.rocmn.nl nederland.nl – Veiligheid op school / mbo Waarvan
– reorganisaties – ROC MN Amerikalaan, Utrecht – www.automotive.rocmn.nl – www.beteronderwijs- – Beroepsorientatie BOL-studenten: 334.000
– marktwerking 528 leden – Leerdomein-portals in nederland.nl – Doorstroom hbo Waarvan
– ... – ROC MN Unit Techniek & oprichting Leonard Geluk Rachel Linthorst – www.deonderwijsagenda.nl – Bereikbaarheid BBL-studenten: 160.000
Innovatie 87 leden Vavo Lyceum , Tech College, Voorzitter CvB ROC MN Recruiter Trainees at – www.rijksoverheid.nl – Stage
– ROC MN Amersfoort 67 leden Bouw College, Beauty College, 500+ connecties Landal Greenparks – www.aanvalopschooluitval.nl – Participatieonderwijs 25% = jonger dan 18 jaar
– ROC MN Nieuwegein 57 leden Business & Administration College, Lid Panel van Wijzen Onderwijsagenda.nl 112 followers – www.kijkoponderwijs.nl (over – Vakscholen 75%=ouder dan 18 jaar
– ROC MN Recreatie 88 leden Horeca & Travel College, onderwijs in utrecht)
Welzijn College, – www.platformbewegen- Concurrenten
Stakeholders Gezondheidszorg College, ensport.nl (mbo) – ROC Asa
– Linkedin Group ROC MN Veiligheid & Defensie College, – www.hetplatform- – ROC van A’dam
90 leden ICT College en Creative College beroepsonderwijs.nl – A12
(n.b.: er zijn in totaal 482 ROC Mohammed Sini Michiel van den Anker – www.cvicommunity.nl/home – Rijn IJssel
MN medewerkers actief op 500+ connecties Loopbaanbegeleider voor – ROC Rivor
Linkedin) Voorzitter Islam en Burgerschap, Jongeren regio Utrecht Jongeren / scholieren
Influencer of the Year 2008, 172 followers – www.hu.nl Doelgroepen
Doelgroepen Officier in de Orde van Oranje Nassau (Hogeschool Utrecht) – Jongeren (Haal er uit wat er in
– Jongeren Matthijs van de Bos – www.hku.nl (Hogeschool voor je zit)
– Volwassenen Jacob Stuurwold HRM-specialist de Kunsten Utrecht) – Volwassenen (Meer kunnen
– Bedrijven Programmaleider internationaal – www.laks.nl doen)
– Decanen netwerk Lotte van Opstal – www.jong030.nl – Bedrijven (Het beste naar
– Gemeenten en instanties Uitblink-student Nederlandse – www.uceestation.nl/utrecht boven halen)
Paul Laaper Pop-Academie – www.stoersteopleiding.nl – Decanen (Haal er uit wat er in
Docent Horeca – www.job.nl ze zit)
Geke Buwalda – www.roc.nl – Gemeenten en instanties
Projectleider Creatieve Industrie – www.tkmst.nl (Meer doen en meedoen)
Bedrijven
– ROC MN Alumni – Linkedin
Group (24 members)