{"id":36357,"date":"2011-08-24T10:48:46","date_gmt":"2011-08-24T10:48:46","guid":{"rendered":"https:\/\/www.spotonvision.com\/social-media-in-b2b-bouw-lange-termijn-relaties-op\/"},"modified":"2024-03-15T09:53:40","modified_gmt":"2024-03-15T09:53:40","slug":"social-media-in-b2b-bouw-lange-termijn-relaties-op","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/social-media-in-b2b-bouw-lange-termijn-relaties-op\/","title":{"rendered":"Social media in B2B: Bouw lange termijn relaties op"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c789598b0 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c789598b0 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c789598b0 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c789598b0 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c789598b0\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>Social media in B2B: Bouw lange termijn relaties op<\/h1><\/div>\n                                                                    <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/bigstock-Twitter-Login-Screen-On-Apple-67769971-892x595.jpg\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Ingrid Archer &#8211; Published:&nbsp;August 24, 2011            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cWelke rol en betekenis kan social media hebben in business-to-business (B2B) marketing, in vergelijking met business-to-consumer (B2C) marketing?\u201d. Deze vraag werd Clo Willaerts gesteld in een interview op het <a href=\"http:\/\/www.b2bmarketingforum.nl\/\">B2B Marketing Forum 2011<\/a>. Clo is onder meer auteur van het boek \u2018Het Conversity Model\u2019 , waarin zij beschrijft hoe je winst kunt maken door het inzetten van social media. Hieronder een kort verslag.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-kracht-van-social-media-in-b2b\">Kracht van social media in B2B<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Social media wordt vaak vooral gezien als consumentenplatform. Bedrijven kunnen door Facebook, Twitter en bijvoorbeeld Hyves eenvoudig in contact komen met hun klanten en hen tot fans maken van hun merk of product. Onder meer de brand awareness kan hierdoor op relatief eenvoudige en voordelige wijze worden vergroot. Strategie\u00ebn en methoden in B2C zijn lang niet altijd direct te vertalen naar B2B marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clo werd gevraagd wat haar visie is op het gebruik van social media als communicatiemiddel in B2B, in vergelijking met B2C. Ze stelt dat in B2B het opbouwen van lange termijn relaties met je prospect of klant heel belangrijk is, nog meer dan in B2C. In B2B ben je nog intensiever bezig met mensen te helpen aan een oplossing. Social media maakt het mogelijk via verschillende kanalen (interactief) contact te houden met je prospect en klant en zodoende met hen zo\u2019n lange termijn relatie te op te bouwen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conversity-model\">Conversity model<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hoe je door middel van het gebruik van social media je business kunt vergroten beschreef Clo in haar boek onder meer aan de hand van het door haar bedachte Conversity Model. Dit model beschrijft het proces van het gebruik van social media in je marketing strategie. Volgens Clo werkt dit volgens de vier fases:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Observation: observeer op welke kanalen je prospects en klanten aanwezig zijn.<\/li>\n\n\n\n<li>Conversation: Start de dialoog met je prospects en klanten. Hoe hou je ze engaged?<\/li>\n\n\n\n<li>Conversion: Integreer de sociale media in je management.<\/li>\n\n\n\n<li>Innovation: Implementeer het gebruik van sociale media binnen je bedrijfscultuur en \u2013structuur.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-meten-is\">Meten is\u2026<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Volgens Clo is 2011 het jaar waarin social media door bedrijven serieus wordt genomen. Voor de meeste bedrijven is de experimentele fase in het gebruik van social media voorbij. Nu beginnen de managers zich af te vragen wat terug komt van hun investering in het inzetten van social media als communicatiemiddel. Het meten van je ROI is daarom belangrijk. Social media leent zich uitstekend voor het meten van effecten. Clo tipt: \u201cSelecteer de belangrijkste objectives en zet daarnaast de mogelijkheden om het succes van deze objectives te meten. Zo kan je monitoren wat het effect is van het gebruik van social media\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-thought-leadership\">Thought leadership<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Clo merkt ten slotte op dat veel bedrijven behouden zijn in het verstrekken van informatie. Veel online communities zijn gesloten, waar wachtwoorden nodig zijn om toegang te verkrijgen. \u201cVoor mij wringt dit met de open identiteit van social media. Die gesloten instelling komt denk ik door de angst dat als je kennis deelt dat je dan iets verliest. Dat is niet waar. In B2B moet je expert zijn, pas dan vertrouwen ze je en willen ze geld in je bedrijf steken.\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ook Clo pleit dus voor <a href=\"https:\/\/www.spotonvision.com\/strategie\/contentstrategie\/\">contentmarketing<\/a> in B2B, voor het streven naar thought leadership. Bekijk hier het volledige <a href=\"http:\/\/youtu.be\/GuvURvQ-IWs\">video-interview met Clo Willaerts<\/a> tijdens het B2B Marketing Forum 2011. Clo Willaerts zal dit jaar tijdens <a href=\"http:\/\/www.digitalmarketingfirst.be\/index.php?lng=nl&amp;id=11\">Digital Marketing First 2011<\/a> in Brussel spreken, evenals Ingrid Archer van SPOTONVISION, overigens.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lees meer over <a href=\"https:\/\/www.spotonvision.com\/strategie\/contentstrategie\/\">content marketing in B2B<\/a>.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Een beschrijving van het interview met Clo Willaerts tijdens het B2B Marketing Forum 2011. Over welke rol en betekenis social media kan hebben in business-to-business (B2B) marketing, in vergelijking met business-to-consumer (B2C) marketing.<\/p>\n","protected":false},"author":12,"featured_media":40192,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80,54],"tags":[],"class_list":["post-36357","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contentmarketing","category-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Social media in B2B: Bouw lange termijn relaties op | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Een interview met Clo Willaerts over welke rol en betekenis social media kan hebben in B2B-marketing. t.o.v. 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