Communicatie jaar 2 - CEM samenvatting - kort
Inhoud
Netwerk........................................................................................................................................................ 5
CEM......................................................................................................................................................................5
CRM......................................................................................................................................................................5
Maturiteitsmodel (Forester).................................................................................................................................6
Waarde CEM........................................................................................................................................................6
Trends en ontwikkelingen....................................................................................................................................6
Netwerk................................................................................................................................................................6
Groundswell.........................................................................................................................................................7
Gartner Hype Cycle...............................................................................................................................................7
8 customer experience trends (Steven van Belleghem).......................................................................................7
Trends binnen technologie...................................................................................................................................7
Waardecreatie conversational agents.................................................................................................................7
Consumer trend canvas........................................................................................................................................8
Trendwatching trends..........................................................................................................................................8
Spanningsveld CEM..............................................................................................................................................8
Connected company.............................................................................................................................................8
Customer Engagement Ecosystem (Maslowska, Malthouse en Collinger)..........................................................9
Engagement.........................................................................................................................................................9
Onderlinge gelijkwaardigheid (Grunig)................................................................................................................9
Merk............................................................................................................................................................. 9
Merk.....................................................................................................................................................................9
Identiteit.............................................................................................................................................................10
Logo....................................................................................................................................................................10
Brand Design-model (Ruud Boer).......................................................................................................................10
Imago.................................................................................................................................................................11
MDC model (Riezebos & Van der Grinten).........................................................................................................11
Positionering......................................................................................................................................................13
Positioneringsstatement....................................................................................................................................13
Merkentrouw......................................................................................................................................................14
Customer journey...............................................................................................................................................14
Customer Journey mapping...............................................................................................................................14
Persona...............................................................................................................................................................14
Empathy map.....................................................................................................................................................15
Betekeniseconomie............................................................................................................................................15
Customer value for brands.................................................................................................................................15
, Woke marketing.................................................................................................................................................15
Customer (brand) experience.............................................................................................................................15
Beleveniscommunicatie......................................................................................................................................16
Merk als mens....................................................................................................................................................16
De menselijke maat............................................................................................................................................16
Brand personality model (Aaker).......................................................................................................................17
Archetypen.........................................................................................................................................................17
Business Model Canvas (Alex Osterwalder).......................................................................................................18
Waarde Propositie Canvas (Alex Osterwalder)..................................................................................................18
Simplicity: the key to building a successful brand..............................................................................................18
Branding trap.....................................................................................................................................................19
Merk onderscheidend positioneren....................................................................................................................19
Customer Experience Optimalisatie loop...........................................................................................................19
Stakeholders................................................................................................................................................ 19
Stakeholdermanagement...................................................................................................................................19
Alignment...........................................................................................................................................................20
Draagvlak...........................................................................................................................................................20
Acceptatiestrategieën........................................................................................................................................20
Klantcultuur........................................................................................................................................................21
Belangen stakeholders.......................................................................................................................................21
Stakeholders prioriteren.....................................................................................................................................21
Cellenmodel........................................................................................................................................................22
Inspelen op stakeholders....................................................................................................................................22
Connected klant.................................................................................................................................................22
Peer to peer netwerken......................................................................................................................................22
Customer Delight management.........................................................................................................................22
Customer Delight Matrix....................................................................................................................................23
Customer Obsession Maturity Model (COMM)..................................................................................................23
Medewerkers......................................................................................................................................................23
Employer branding.............................................................................................................................................23
Employee experience..........................................................................................................................................24
8 van werkgeluk.................................................................................................................................................24
Employee Experience Virtuous Cycle..................................................................................................................24
Quick wins..........................................................................................................................................................24
Heart model........................................................................................................................................................25
Employee journey...............................................................................................................................................25
Employee lifecycle..............................................................................................................................................25
Employee experience in de praktijk....................................................................................................................25
2
,Relatie......................................................................................................................................................... 26
Relatie................................................................................................................................................................26
Sterke relatie......................................................................................................................................................26
Fanrelatie...........................................................................................................................................................26
Alignment...........................................................................................................................................................26
Merkrelaties.......................................................................................................................................................26
Brand relationship quality (Fournier).................................................................................................................26
Indicatoren relatie..............................................................................................................................................27
Loyaliteitsladder.................................................................................................................................................28
Wet van Snuf (Jos Burgers)................................................................................................................................28
Medewerkers eerst.............................................................................................................................................28
De rollen van de klant (reader CEM 114-118)....................................................................................................28
Co-creatie...........................................................................................................................................................29
Fundamenten co-creatie....................................................................................................................................29
5 vormen van co-creatie (reader CEM 163-164)................................................................................................29
Participatie.........................................................................................................................................................29
Participation ladder (Arnstein)...........................................................................................................................29
Meten is weten...................................................................................................................................................30
Engagement rate................................................................................................................................................30
Doelen opstellen.................................................................................................................................................31
Brand Relationship Space...................................................................................................................................31
Fans....................................................................................................................................................................32
Fanstrategie.......................................................................................................................................................32
Fanpiramide.......................................................................................................................................................34
Fantabel.............................................................................................................................................................34
Fankwadrant......................................................................................................................................................34
Interne roadmap................................................................................................................................................35
Externe roadmap................................................................................................................................................35
Content circle.....................................................................................................................................................35
Message house...................................................................................................................................................36
Community.................................................................................................................................................. 36
Mensen geloven mensen....................................................................................................................................36
Community.........................................................................................................................................................36
6 doelstellingen communities.............................................................................................................................37
Windowdressing.................................................................................................................................................37
Conversation company.......................................................................................................................................37
Soorten conversaties..........................................................................................................................................38
Conversatiehefboom..........................................................................................................................................38
3
, 4 C’s (Van Belleghem)........................................................................................................................................38
Influencers..........................................................................................................................................................39
Effect community...............................................................................................................................................39
Visie community.................................................................................................................................................39
Voordelen community........................................................................................................................................39
Community management..................................................................................................................................39
POST model (Forrester)......................................................................................................................................40
Trends.................................................................................................................................................................42
Typen communities............................................................................................................................................42
10 stappen community building (Blijleven)........................................................................................................42
3 stappen community building...........................................................................................................................43
Communicatie............................................................................................................................................. 43
Communicatie....................................................................................................................................................43
ZBMO model.......................................................................................................................................................43
Newcombs ABX-model.......................................................................................................................................44
Communicatieproces (Van Amerongen)............................................................................................................44
Factoren die invloed hebben op het communicatieproces................................................................................44
Perceptie.............................................................................................................................................................44
Wereldbeeld.......................................................................................................................................................45
Framing..............................................................................................................................................................45
ELM model (Petty & Cacioppo)...........................................................................................................................45
Perifere cues.......................................................................................................................................................45
Complexe context...............................................................................................................................................45
Sociale omgeving...............................................................................................................................................46
Referentiegroep..................................................................................................................................................46
Social sharing persona’s.....................................................................................................................................46
Biases..................................................................................................................................................................46
Weerstand..........................................................................................................................................................47
Persuasion Knowledge Model (Friestad en Wright)...........................................................................................47
Strategie.............................................................................................................................................................48
Waardestrategieën (Bel & Stalfoort).................................................................................................................48
Contentstrategie................................................................................................................................................48
Content circle (Wil Michels)...............................................................................................................................49
Inhakers / issuekalender....................................................................................................................................49
Check je content.................................................................................................................................................49
Fogg behaviour model........................................................................................................................................50
(On)bewuste keuzes...........................................................................................................................................50
Prompt................................................................................................................................................................50
4
Inhoud
Netwerk........................................................................................................................................................ 5
CEM......................................................................................................................................................................5
CRM......................................................................................................................................................................5
Maturiteitsmodel (Forester).................................................................................................................................6
Waarde CEM........................................................................................................................................................6
Trends en ontwikkelingen....................................................................................................................................6
Netwerk................................................................................................................................................................6
Groundswell.........................................................................................................................................................7
Gartner Hype Cycle...............................................................................................................................................7
8 customer experience trends (Steven van Belleghem).......................................................................................7
Trends binnen technologie...................................................................................................................................7
Waardecreatie conversational agents.................................................................................................................7
Consumer trend canvas........................................................................................................................................8
Trendwatching trends..........................................................................................................................................8
Spanningsveld CEM..............................................................................................................................................8
Connected company.............................................................................................................................................8
Customer Engagement Ecosystem (Maslowska, Malthouse en Collinger)..........................................................9
Engagement.........................................................................................................................................................9
Onderlinge gelijkwaardigheid (Grunig)................................................................................................................9
Merk............................................................................................................................................................. 9
Merk.....................................................................................................................................................................9
Identiteit.............................................................................................................................................................10
Logo....................................................................................................................................................................10
Brand Design-model (Ruud Boer).......................................................................................................................10
Imago.................................................................................................................................................................11
MDC model (Riezebos & Van der Grinten).........................................................................................................11
Positionering......................................................................................................................................................13
Positioneringsstatement....................................................................................................................................13
Merkentrouw......................................................................................................................................................14
Customer journey...............................................................................................................................................14
Customer Journey mapping...............................................................................................................................14
Persona...............................................................................................................................................................14
Empathy map.....................................................................................................................................................15
Betekeniseconomie............................................................................................................................................15
Customer value for brands.................................................................................................................................15
, Woke marketing.................................................................................................................................................15
Customer (brand) experience.............................................................................................................................15
Beleveniscommunicatie......................................................................................................................................16
Merk als mens....................................................................................................................................................16
De menselijke maat............................................................................................................................................16
Brand personality model (Aaker).......................................................................................................................17
Archetypen.........................................................................................................................................................17
Business Model Canvas (Alex Osterwalder).......................................................................................................18
Waarde Propositie Canvas (Alex Osterwalder)..................................................................................................18
Simplicity: the key to building a successful brand..............................................................................................18
Branding trap.....................................................................................................................................................19
Merk onderscheidend positioneren....................................................................................................................19
Customer Experience Optimalisatie loop...........................................................................................................19
Stakeholders................................................................................................................................................ 19
Stakeholdermanagement...................................................................................................................................19
Alignment...........................................................................................................................................................20
Draagvlak...........................................................................................................................................................20
Acceptatiestrategieën........................................................................................................................................20
Klantcultuur........................................................................................................................................................21
Belangen stakeholders.......................................................................................................................................21
Stakeholders prioriteren.....................................................................................................................................21
Cellenmodel........................................................................................................................................................22
Inspelen op stakeholders....................................................................................................................................22
Connected klant.................................................................................................................................................22
Peer to peer netwerken......................................................................................................................................22
Customer Delight management.........................................................................................................................22
Customer Delight Matrix....................................................................................................................................23
Customer Obsession Maturity Model (COMM)..................................................................................................23
Medewerkers......................................................................................................................................................23
Employer branding.............................................................................................................................................23
Employee experience..........................................................................................................................................24
8 van werkgeluk.................................................................................................................................................24
Employee Experience Virtuous Cycle..................................................................................................................24
Quick wins..........................................................................................................................................................24
Heart model........................................................................................................................................................25
Employee journey...............................................................................................................................................25
Employee lifecycle..............................................................................................................................................25
Employee experience in de praktijk....................................................................................................................25
2
,Relatie......................................................................................................................................................... 26
Relatie................................................................................................................................................................26
Sterke relatie......................................................................................................................................................26
Fanrelatie...........................................................................................................................................................26
Alignment...........................................................................................................................................................26
Merkrelaties.......................................................................................................................................................26
Brand relationship quality (Fournier).................................................................................................................26
Indicatoren relatie..............................................................................................................................................27
Loyaliteitsladder.................................................................................................................................................28
Wet van Snuf (Jos Burgers)................................................................................................................................28
Medewerkers eerst.............................................................................................................................................28
De rollen van de klant (reader CEM 114-118)....................................................................................................28
Co-creatie...........................................................................................................................................................29
Fundamenten co-creatie....................................................................................................................................29
5 vormen van co-creatie (reader CEM 163-164)................................................................................................29
Participatie.........................................................................................................................................................29
Participation ladder (Arnstein)...........................................................................................................................29
Meten is weten...................................................................................................................................................30
Engagement rate................................................................................................................................................30
Doelen opstellen.................................................................................................................................................31
Brand Relationship Space...................................................................................................................................31
Fans....................................................................................................................................................................32
Fanstrategie.......................................................................................................................................................32
Fanpiramide.......................................................................................................................................................34
Fantabel.............................................................................................................................................................34
Fankwadrant......................................................................................................................................................34
Interne roadmap................................................................................................................................................35
Externe roadmap................................................................................................................................................35
Content circle.....................................................................................................................................................35
Message house...................................................................................................................................................36
Community.................................................................................................................................................. 36
Mensen geloven mensen....................................................................................................................................36
Community.........................................................................................................................................................36
6 doelstellingen communities.............................................................................................................................37
Windowdressing.................................................................................................................................................37
Conversation company.......................................................................................................................................37
Soorten conversaties..........................................................................................................................................38
Conversatiehefboom..........................................................................................................................................38
3
, 4 C’s (Van Belleghem)........................................................................................................................................38
Influencers..........................................................................................................................................................39
Effect community...............................................................................................................................................39
Visie community.................................................................................................................................................39
Voordelen community........................................................................................................................................39
Community management..................................................................................................................................39
POST model (Forrester)......................................................................................................................................40
Trends.................................................................................................................................................................42
Typen communities............................................................................................................................................42
10 stappen community building (Blijleven)........................................................................................................42
3 stappen community building...........................................................................................................................43
Communicatie............................................................................................................................................. 43
Communicatie....................................................................................................................................................43
ZBMO model.......................................................................................................................................................43
Newcombs ABX-model.......................................................................................................................................44
Communicatieproces (Van Amerongen)............................................................................................................44
Factoren die invloed hebben op het communicatieproces................................................................................44
Perceptie.............................................................................................................................................................44
Wereldbeeld.......................................................................................................................................................45
Framing..............................................................................................................................................................45
ELM model (Petty & Cacioppo)...........................................................................................................................45
Perifere cues.......................................................................................................................................................45
Complexe context...............................................................................................................................................45
Sociale omgeving...............................................................................................................................................46
Referentiegroep..................................................................................................................................................46
Social sharing persona’s.....................................................................................................................................46
Biases..................................................................................................................................................................46
Weerstand..........................................................................................................................................................47
Persuasion Knowledge Model (Friestad en Wright)...........................................................................................47
Strategie.............................................................................................................................................................48
Waardestrategieën (Bel & Stalfoort).................................................................................................................48
Contentstrategie................................................................................................................................................48
Content circle (Wil Michels)...............................................................................................................................49
Inhakers / issuekalender....................................................................................................................................49
Check je content.................................................................................................................................................49
Fogg behaviour model........................................................................................................................................50
(On)bewuste keuzes...........................................................................................................................................50
Prompt................................................................................................................................................................50
4
