Ddma Dialogue Challenge2009
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The document discusses dialogue and social media. It provides definitions of dialogue and discusses how dialogue is important for building understanding between different parties. It also discusses how social media enables dialogue and how brands can engage customers through various social media strategies like permitting customer comments, co-creating content, and focusing on measuring customer feedback rather than just clicks or impressions.
![Dialogue dialogue [ dahy - uh -lawg, -log] noun, verb -logued, -loguing. 1. conversation between two or more persons. 2. the conversation between characters in a novel, drama, etc. 3. an exchange of ideas or opinions on a particular issue, esp. a political or religious issue, with a view to reaching an amicable agreement or settlement. 4. a literary work in the form of a conversation: a dialogue of Plato.](https://image.slidesharecdn.com/ddmadialoguechallenge2009-12597503144291-phpapp01/85/Ddma-Dialogue-Challenge2009-3-320.jpg)
Ddma Dialogue Challenge2009
- 1. Dialogue in SocialMedia DDMA Dialogue Challenge 2009
- 2. ik geloof in de dialoog het is tijd voor verandering Wat doe ik hier?
- 3. Dialogue dialogue [ dahy - uh -lawg, -log] noun, verb -logued, -loguing. 1. conversation between two or more persons. 2. the conversation between characters in a novel, drama, etc. 3. an exchange of ideas or opinions on a particular issue, esp. a political or religious issue, with a view to reaching an amicable agreement or settlement. 4. a literary work in the form of a conversation: a dialogue of Plato.
- 4. dialoog = vraag&antwoord? 10% inhoud 30% toon 60% lichaamstaal
- 6. SocialMedia elke fysieke of virtuele drager van een menselijke emotie of gedachte welke door de zender en ontvanger (s) gelijkwaardig kan worden gebruikt
- 7. Waarde verplaatsing Advertisers can no longer pay for attention, they must earn it Advertisers can no longer research effect, they must count it Advertisers can no longer own a brand, they must represent it
- 8. en mijn merk dan? heeft jouw merk klanten?
- 9. 油
- 10. fasten your seatbelts ;-)
- 11. PAID PAID OWNED OWNED EARNED EARNED Website In-Store Support CRM Marketing PR WordOfMouth Viral Communities Advertising Packaging Sponsoring CPO deals Joint Promos Directories Branded Content Client Comments Packaging Agreed Message Permitted Targeting Minimal Waste Common Sponsor BRAND CUSTOMER Audience Measurement Audience Measurement Effect Measurement Effect Measurement BUSINESS OBJECTIVES MARKETING STRATEGY EMPOWERMENT CHOICE: SHAREHOLDER VALUE PAID MARKETING AND COMMUNICATION BECOME EARNED DIALOGUES
- 12. Transition from media-buying to message-delivery Agreed Message Co-created tested creative, based on customer insight Advertiser becomes amplifier of customer-voice Permitted Targeting Digital profiling and database-driven opt-in across mediaowners Mediaowners become content-aggregators on behalf of customers Minimal Waste Joint effort by supply-and-demand parties involved to reduce waste Focus on distribution cost (printing, display, logistics) Common Sponsor Empowered customer is community-active at events and institutes Advertisers engage with leading members to create sponsor-role Audience Measurement will play key-role in identifying concentration of target-customer gatheringpoints across all media-types even when average contact-frequency is minimal PAID OWNED EARNED CPO deals Joint Promos Directories Branded Content Client Comments Packaging Agreed Message Permitted Targeting Minimal Waste Common Sponsor CUSTOMER Audience Measurement Effect Measurement
- 13. Transition from media-buying to message-delivery Branded Content Ready-to-share and embed, tagged for tracking purposes Behind-the-scenes, inside the company, brandvalues-inspired Client Comments Let your customer speak on your behalf and give them a stage Facilitate, publish and support the dialogue on your web(site) Packaging Tangible or virtual carriers of goods and services are explicit acts Clever design, sustainability and reliability convey customer insights Effect Measurement will focus less on counting the clicks and move to rating the answer as customers will give real-time response to everything that they feel is relevant to the mutual value-exchange between you and them PAID OWNED EARNED CPO deals Joint Promos Directories Branded Content Client Comments Packaging Agreed Message Permitted Targeting Minimal Waste Common Sponsor CUSTOMER Audience Measurement Effect Measurement
- 14. Transition from media-buying to message-delivery CPO deals Advertisers increasingly benefit from exchanges and marketplaces Often allowing the media-space-seller to (co-)design the ads Joint Promos Online retailing is changing from specialty- to conveniencestores Advertisers can design new trade-models outside direct-selling Directories Search Marketing and Portals are almost real-time data-feeds Automated offerings and discounts can provide impuls-driven traffic PAID OWNED EARNED CPO deals Joint Promos Directories Branded Content Client Comments Packaging Agreed Message Permitted Targeting Minimal Waste Common Sponsor CUSTOMER Audience Measurement Effect Measurement
- 15. ROI of Dialogues Twitter, Linkedin en Facebook overwegen beursgang Sociale netwerksites Linkedin en Facebook en Microblogsite Twitter gaan mogelijk naar de beurs. Dinsdag liet oprichter Biz Stone van Twitter weten een overname niet te zien zitten, maar andere mogelijkheden om geld op te halen houdt hij open. 26 nov 2009 BreakingNews op Twitter nu van MSNBC tags: cult offi ce Het Nederlandse Breakingnews-account op Twitter komt in handen van de grote Amerikaanse nieuwssite MSNBC.com. Dat maakte BNO News van de 19-jarige Michael van Poppel maandagavond bekend .油He t Twit ter-account met 1,5 miljoen foll owers is voor een onb ekend geldbedrag van eigenaar gewisseld. Oprichter Michael is een eigen persbureau gestart, BNO News.
- 16. Knowledge Network Knowledge Behavior Insight Data web-stats ad-management industry averages log-files retail-data trends feedback suggestions focus groups Talking Writing Moving Watching Listening Clicking Buying Thinking Knowledge Network = those who are in agreement on how they interpret Insight, Behavior and Data for a shared objective/problem
- 17. Stelling SocialMedia are the biggest excuse for brands not to engage in dialogue
- 18. What the experts say..