Guest Lectures at the VU University. Themes:
- Connected life: medium, devices & platforms.
- Identity: brands, paid/owned/earned media, brand design.
- Openness: transparent vs open organisation. How & why.
- Attention: how to get it, how to maintain it & convert.
- Learn: time counts in branding. Create an agile marketing organisation.
- Discussion: what does this mean for you (as a student and potential marketeer).
13. So, lot’s of influential factors.
?
? ?
Smartphone Facebook
Smart TV LinkedIn Twitter
Tablet
Devices Media
Laptop Apple Pinterest
Game console Website
Smartwatch Platforms App
Voice
Light bulbs Google
Microsoft
14. Lot’s of target groups and the marketeers’ ego.
“We want an awesome app!”
15. There are two sides to every coin.
Consumer goal Brand
& habits goal & habits
24. Not really....
+
What friends say Video reviews
Customer ratings
Own Earned
community
own blog Facebook Twitter
Influence on Blogs / reviews
consumers
Owned
Press releases
YouTube
Own website
Google Ads channel
Banners
Paid e-mailing
SEO SEA
Facebook Adverts
What brands say
-
+ Full control Control over content Some influence -
Theory of Reasoned action Inspired by Starbucks
25. The Joneses on influencer marketing.
In the live presentation I’ll show the trailer. Check it on youtu.be/n2Y3GoN2PGw
27. We know you, and we feel you really need to see the
Northern Lights at least once in your life.
Thats why we offer you a 10% discount.
Via @polledemaagt
28. “To inspire and nurture the human spirit.
One person, one cup and one
neighborhood at a time.”
29. If you removed the Starbucks logo from the
building, would you still know where to go?
34. The legend of KachiWachi
46.251 messages posted since 2006
Laurence Buchanan
35. A brand is a community made of employees,
customers and potential customers.
Brand
Client Client
employee
Brand Potential
Client
employee client
Potential Potential
Client
client client
36. +
http://www.marmarati.org/
Consumer Panel Crowdsourcing
Reach -
Sales +
Webcare - Marketing
95% of queries answered within 60
minutes.
http://youtu.be/TXK3Z4JC8S8
-
Structural Collaboration /
Engagement Original idea Steven van Belleghem
38. Fans are like eggs:
you have to hatch them
Or hunting vs. farming
39. "If you’re nog paying for it, you’re the
product being sold."
40. Sales
Opportunities
eBusiness
Website & MyCompany
Customer Service
The hub that monitors, collects, distributes
and gives general service
M&C
New campaigns & feedback
Management Team
General & Strategy
41. So part of our job is to build
organisations and train people ...
... into social businesses, a conversation company & conversation managers.
51. Content or experience?
In the live presentation I’ll show a screencast. Check the real thing at http://www.zensorium.com/tinke/
52. See what’s different...
Storytelling Parallax scrolling Screenwide photo’s Big icons
Product tour & features. Practical way for storytelling. What’s a story without an image? Most important chapters of your story.
57. Time & experience counts.
http://www.twitter.com/jeroenpaco twitter.com/jeroenpaco @jeroenpaco
www.twitter.com/jeroenpaco @jeroenpaco
Not so cool. Cool.
60. Explore
Understand the business, your market and customers.
What is the current strategy ?
What is their current media (online eco system).
Relevant (online) trends in your market.
Desk research and test your online customer touchpoints.
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge
61. Strategy & Roadmap
Goals, target groups & personas.
Strengths & weaknesses.
Online identity & customer pledge.
Strategic themes.
Make priorities & define a roadmap.
Definition of funnels and KPI’s.
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge
62. Concept
Produce a tangible approach to engage customers.
A concept can be focused on a specific medium/device or can be an overall
concept for a customer approach.
We brainstorm with you and test our ideas to the common goal of you
and your customers.
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge
63. Design & Implementation
Interaction design & visual design.
Programming websites & apps.
Production of (social) campaigns.
Production of content: text, infographics, visuals & videos.
Webcare & conversation
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge
64. Measure
Configure Google Analytics and Social Media Monitoring tools based
on previous defined funnels and KPI’s.
Publish management information on online dashboards and produce management
reports with a focus on media and business goals.
Implement and configure optimisation tools like Visual Website Optimizer.
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge
65. Optimise & Evolve.
Understanding customer behavior in detail.
Continous testing of media e.g. A/B-testing.
Improvements can be on three levels: strategic, conceptual or on media.
Informatie aanvraag
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge
66. A feedback loop on a mobile device:
consumers expect more and a faster response!
Joos Luteijn, Manager E-Business Oxxio
67. "The easiest way to get 1 million people
paying is to get 1 billion people playing."
Phil Libin, CEO Evernote
Via @danijelbonacic
68. So what does this mean for online business?
Connected Identity Openness Attention Learning
70. "Business today is engaging with your customers
with an innate relation and being agile enough to
preserve this relation.”
Focus Sales &
Service
Media
Optimization
Attention Devices
Consumer goal Brand Multi
Brand ID
& habits goal & habits channel
Platform Conversation
Relevant Learning
@jeroenpaco
72. The right mix of left and right brain.
Analyse online media &
Empathic & innate
optimisation
Feeling for marketing & customer
Channel management
experience
Know online media Feeling for design & interaction
Online techniques Creative
Vision Passion & Fun
Organizational change
73. "What’s the ROI of your mother?"
Gary Vaynerchuck
http://www.youtube.com/watch?v=lcqCAqZtedI