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Hoorcollege 1Introductie
Wat is Marketingcommunicatie 2.0?
Marketingcommunicatie 2.0 is in de loop der jaren ontstaan doordat er ook andere middelen
zijn ontstaan:
Internet netwerk van computers;
Web netwerk van documenten (www);
Web 2.0;
Marketingcommunicatie 2.0.
Wat is Web 2.0?
De definitie van Web 2.0 volgens Tim O’Reilly is: Web 2.0 is the business revolution in the
computer industry caused by the move to the internet as platform, and an attempt to
understand the rules for success on that new platform. Chief among those rules is this: Build
applications that harness network effects to get better the more people use them. (This is
what I’ve elsewhere called ‘harnessing collective intelligence’.
Volgens Tim Berners-Lee (uitvinder van het web) is Web 2.0: a piece of jargon.
Wat is Marketingcommunicatie 2.0?
De promotie van merken, producten en services maar dan in de context van Web 2.0. Het
Web 2.0 kent een aantal uitdagingen:
“Rogue” Web 2.0 toepassingen:
o Peer-to-peer netwerken;
o Filesharing;
o YouTube;
o Wikipedia.
Aandacht krijgen
o Reputatie versus autoriteit;
o Mondige consumenten;
o Conversaties vinden plaats in het openbaar.
Social media
Kaplan & Haenlein: verschillen in de mate van:
Self-presentation/disclosure;
Mediarijkheid.
Social media definitie ‘a group of internet-based applications that build on the ideological
and technological foundaions of Web 2.0, and that allow the creation and exchange of user-
generated-content’ (Kaplan & Haenlein, 2010).
Voorbeelden van social media:
Internet fora;
Social network sites (Facebook);
Weblogs;
Microblogging (Twitter);
Wikis;
Photo / videosharing (Flickr, YouTube);
Rating (digg);
Social bookmarking (Pinterest).
, Categorisatie van social media
Be social:
Active;
Interesting;
Humble;
Unprofessional;
Honest.
The honeycomb of social media
Bij social media platformen worden identity, presence, relationships, reputation, groups,
conversations en sharing verschillend ingezet. Bij het ene platform is identity belangrijker en
bij het andere platform gaat het meer om sharing. Bij YouTube gaat het bijvoorbeeld
voornamelijk om sharing, gevolgd door conversations, groups en reputation. Bij Facebook
gaat het voornamelijk om relationships, gevolgd door presence, identity, reputation en
conversation. Dit is ook te zien in de afbeelding hieronder:
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