Summary of the lectures from the course 'Webcare'. The little parts (authors) that are marked yellow were the compulsory readings for this course. In my other summary of the literature, these articles are explained in more depth. :-) Goodluck studying!
Opportunites & Threats
Earned media has the biggest reach; if people speak positie about you it has a great infuence on
your organizatonn oweier, the control oier earned media is not highn
Three types of people/behaiiors to behaie online:
Consumpton: only reading and consuming the informatonn
Partcipaton: more actie, such as giiing a like to a postn
Producton: most actie one, you produce content yourselfn You create your own tweet of
picturen
Communicaton in a digita era
Before the industrial reioluton companies were iery closely connected to their clients because there
was only one baker in town and eieryone knew each othern Because of the industrial reioluton,
bakers could produce more then needed for their own clientsn They needed to reach other people in
other towns so they used adiertsing to reach new clientsn They used webpages to do that (The Web
1n0)n Afer the Internet reioluton there was the Web 2n0n The consumers could now also respond to
their organizatonn There was more two-way communicatonn Now with Web 3n0 it is easier to
connect with the organizaton again, because you can chat and tweet with themn You can haie one
to one contact again with big organizatonn
1
,The diference between Web 1n0 and Web 2n0
Web 1.0 Web 2.0
Organizatons control the content Users control the content
‘Just another medium in the mix’ Other way of communicaton
Mainly one-way communicatons Mainly two-way communicatons
It can be iery benefcial for organizaton to answer complains of customersn For customers it is
benefcial because it empowers themn Other people will see your message as well if you post this on
online median Also you will ofen get a response sooner from the organizatonn
oweier, a threat of webcare is that companies haie to be iery careful with what they say because
eierything is out in the open and things can be miscommunicated iery easilyn
Webcare: “the act of engaging in online interactonn ith (complaining) connumern, by actiely
nearching the eb to addrenn connumer feedback (e.g., quentonn, concernn, and complaintn)” (Van
Noort & Willemsen, 2012)n
Opportunites and threats according to Kaplan & aenlein, 2010:
Choose carefully
Pick the applicaton and make it your own
Ensure actiity alignment
Media plan integraton
Access for all
Be actie
Be interestng
Be humble
Be unprofessional
Be honest
Opportunites and treats according to Van Belleghem, 2012:
Three ialues:
Open
2
, Authentc
appiness
Four types of companies:
Boring company: litle coniersatons internal and external stakeholdersn
Proud company: many coniersatons internal, but litle with externaln
Adored company: litle internal, but many with external stakeholdersn
Coniersaton company: many coniersatons with internal and externaln
3
, Lecture 2 – The Why of Webcare
The functons of Webcare (Van Noort, Willemsen, Kerkhof & Verhoeien, 2014):
1n Customer Care: customers who haie specifc uestons or complaints about products or
seriicesn The company can respond to the uestons or complaintsn This results in a beter
satsfacton of customers when they receiie an answern When someone is satsfed they will
get an intenton to recommend the company to someone elsen
2n Marketng: you can also iniolie in webcare because of getng insight into brand eialuatons
and purchase intentonn
3n Pub ic Re atons: how you manage your reputaton online, all about getng trust from your
customers and haiing a good (positie) reputaton onlinen
Types of NeWOM (Gregoire et a ., 2015)
Negatie word-of-mouth is studied most instead of positie word-of-mouthn NeWOM will damage
the company more than PoWOM, which will cause problemsn
When there is a failure of the company (seriice failure) you can do diferent things as a customer:
you can do nothing, but you can also do somethingn There are diferent types you can do: the frst
things are about soliing the problem, but below the line the company fails to solie the problem
(double deiiaton)n
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