De impact van Digitaal op Marketing
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Op donderdag 19 mei gaf Nick als keynote speaker de aftrap voor de Howest Digital Academy in Kortrijk. De wereld verandert aan een ongeziene snelheid door diverse innovaties. De impact hiervan op onze maatschappij is ongezien, laat staan de veranderende verwachtingen van de consument richting bedrijven. Het is een understatement om te stellen dat producten anders in de markt moeten worden gezet dan voorheen, zeker via sociale media. In deze presentatie toont Nick hoe je als bedrijf van een 1.0 aanpak op sociale media naar een 2.0 aanpak kunt verschuiven.
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De impact van Digitaal op Marketing
- 1. DE IMPACT VAN DIGITAAL OP MARKETING @NICKVINCKIER
- 2. @nickvinckier Duval Union Consulting Social Seeder NickVinckier.be digital consultant @nickvinckier AALST ;-)
- 3. Digital Transformation A model to master digital disruption SOLD IN +40 COUNTRIES @nickvinckier digitaltransformationbook.com
- 5. @nickvinckier Mobile THE SPEED OF CHANGE Social Digital Analog Internet 200 BC 1900s 1950s 1990s 2000s 2006
- 7. @nickvinckier "We won't experience 100 years of progress in the 21st century — it will be more like 20,000 years of progress (at today's rate).” — Ray Kurzweil
- 9. @nickvinckier Think about if you want to rent a house or go on an expensive trip? With virtual reality, the seller could put you there so you could virtually walk through that house or hotel, more as if you were actually there." NEWS COVERAGE EDUCATION SPORTS SHOPPING COURTROOM ENTERTAIN MENT THERAPY ….
- 10. @nickvinckier newscientist.com/article/dn28439-the-hot-new-job-in-silicon-valley-is-being-a-robots-assistant/ The hot new job in Silicon Valley is being a robot’s assistant
- 11. @nickvinckier “65% of the jobs today won't exist in 2020” - Saskia Van Uffelen, CEO Ericsson
- 12. @nickvinckier newscientist.com/article/dn28439-the-hot-new-job-in-silicon-valley-is-being-a-robots-assistant/ The farm of the future, #agtech!
- 13. @nickvinckier Ray Kurzweil: In The 2030s, Nanobots In Our Brains Will Make Us 'Godlike'
- 14. @nickvinckier
- 15. @nickvinckier Apple registers automobile domain names, including "apple.car" reuters.com/apple.car
- 16. Stephen Hawking, Elon Musk, and Bill Gates Warn About Artificial Intelligence @nickvinckier
- 17. @nickvinckier Sensor-based ‘passive’ buying expected to make up 15% of all purchases in 2020 http://venturebeat.com/2015/11/12/sensor-based-passive-buying-expected-to-make-up-15-of-all-purchases-in-2020/
- 18. @nickvinckier We are living through One of the biggest shifts in human kind
- 19. I mean… This is the word of the year: @nickvinckier
- 20. @nickvinckier The way we market needs to change…
- 21. What I learned by working with dozens of clients … “F*ck your brand. Only the audience counts.” “Uploading offline stuff won’t make the difference.” “Strategy, objectives, crisis, … Be prepared” “Stand out to stand out”
- 24. @nickvinckier BEING RELEVANT IS NOT ENOUGH YOU NEED TO BE disproportionately RELEVANT
- 25. @nickvinckier Your Organization Target Group DON'T START FROM YOUR OWN PERSPECTIVE It will limit you to mediocre content
- 26. @nickvinckier Your Organization Target Group LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
- 27. @nickvinckier LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
- 28. @nickvinckier LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
- 29. @nickvinckier SCALE YOUR CONTENT CONTEXT
- 30. @nickvinckier If you are a wine brand, what can your story be? Disproportionately relevant & scaled up
- 31. @nickvinckier 9 OUT OF 10 POSTS SHOULD NOT BE ABOUT YOUR PRODUCT!
- 32. @nickvinckier Your Organization Target Group LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
- 33. @nickvinckier BECOME A GLASS HOUSE: SHOW YOUR DNA! EMOTION IS TRIGGERING INTERACTION
- 34. @nickvinckier The management sets the example
- 35. @nickvinckier B2B ≠ BORING 2 BORING
- 36. @nickvinckier BECOME A GLASS HOUSE: SHOW YOUR DNA! EMOTION IS TRIGGERING INTERACTION Activeer 'De Gunfactor'
- 37. @nickvinckier THE POETRY OF THE POST
- 38. @nickvinckier The right tone of voice Formeel Informeel Serieus Matuur Technisch Institutie Grappig Jeugdig Laag- drempelig Persoonlijk
- 39. @nickvinckier It's really in the details!
- 40. @nickvinckier Create 'Remarkable Content'* *things people like to give remarks about
- 41. @nickvinckier Create 'Social Objects'* *things people like to share
- 42. @nickvinckier Create 'Social Objects'* *things people like to share
- 44. @nickvinckier Integrate new formats That’s how you grab the attention
- 45. @nickvinckier Integrate new formats That’s how you grab the attention http://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail
- 46. @nickvinckier Use the ‘Snapchats’. Really! New channels = New opportunities GEBicky Burger Location based filters
- 47. Use the ‘Snapchats’. Really! @nickvinckier BEME MUSICAL.LY ANCHOR
- 49. @nickvinckier Imagine you want to make people recycle better VS. Would you upload a traditional spot on YouTube or go for a Vine activation? 5 000 000 VIEWS
- 50. @nickvinckier Imagine you want to make youngsters responsible towards alcohol VS. Would you post research results or start a #challenge on Instagram? 900 VIEWS 100 000 VIEWS
- 51. @nickvinckier Learn from the best! Sinterklaas buys Coolblue for one million ginger nuts
- 53. @nickvinckier QUESTION: Whom of you HAS A MONITORING TOOL FOR SOCIAL?
- 54. @nickvinckier The problem: Most of us are only MONITORING FROM A CARE PERSPECTIVE
- 55. @nickvinckier While we could LISTEN TO SPOT OPPORTUNITIES
- 56. @nickvinckier Spotting opportunities through social listening Monitoring millions of posts each day on topics ranging from the latest cute dog photo on the Purina pet food website to who was drinking Nescafe to real time recipe tweets. Nestlé DAT
- 57. @nickvinckier Spotting opportunities through social listening How a Little Research Earned 1,000,000 Impressions on Twitter KLM Surprise
- 58. @nickvinckier
- 59. @nickvinckier
- 60. @nickvinckier While everyone is talking about Big Data… SOCIAL MEDIA is an OPEN MARKET RESEARCH DATABASE
- 62. @nickvinckier Followers don’t count. Ears and Eyes do. You need a bigger audience
- 63. @nickvinckier The solution: FOLLOW INTERESTING PEOPLE 1. 66 vannieuwkerke 2. 61 hansderidder 3. 61 liavanbekhoven 4. 59 andremeganck 5. 59 abeelec 6. 59 wielerman (Renaat Schotte) 7. 58 alaingerlache 8. 57 marcelsel 9. 57 vadderi 10. 56 stvn 11. 56 obk 12. 55 filletk 13. 55 jslefebvre 14. 54 cauwelaert 15. 54 davanac 16. 53 michelhenrion 17. 53 le_bux 18. 53 sbailly 19. 53 mdevrieze 20. 52 bartvanbelle 21. 52 nanske 22. 52 kristofvds 24. 51 harald1989 25. 51 johannemontay 26. 50 dropje 27. 50 coolskat 28. 50 samynwetstraat 29. 50 listraet 30. 50 tomnaegels 31. 49 gemarkeerd 32. 49 fakerholic 33. 49 barteeckhout 34. 49 samfeys 35. 49 my_l 36. 48 rikea 37. 48 philbruafp 38. 48 kevin_major 39. 48 pvangompel 40. 48 frederiktibau 41. 47 grosfilley 42. 47 jandemol 43. 47 philaloux 44. 47 tomvandeweghe 45. 47 ezraeeman 46. 47 raphaelcockx (de tijd) 47. 47 nonkelsam (De Standaard). 48. 46 blyaert (datanews) 49. 46 bartsturtewagen 50. 46 chrisvandegoor (sporza) 51. 46 anne_elle_be 52. 46 fdelaplace 53. 46 pvdmeersch 54. 46 marclooverbosch 55. 45 pieterjanvl 56. 45 mensbrugghe 57. 45 jamiebiese 58. 45 mehmetkoksal 59. 45 valerie_s_ 60. 45 italbers 61. 45 gdcoster 62. 45 timverheyden 63. 45 rolandlegrand 64. 45 codip 65. 45 jandebackere 66. 45 matthdv 67. 44 rafweverbergh 68. 44 tgadisseux 69. 44 peterdelobel 70. 44 jdceulaer 71. 44 maartendegendt 72. 44 cowboy_carl 74. 44 guitariosott 75. 43 ninaism 76. 43 cedricgodart 76bis. 43 B_R_E_G_T (Bregt Vermeulen, Voetbalmagazine) 76tris. 43 ShowbizzBart 77. 42 himad 78. 42 mariodanneels 79. 42 fr3db 80. 42 corinebarella 81. 42 jonasmuylaert 82. 41 heirbar 83. 41 bartstoffels 84. 41 heidischoefs 85. 41 zeli 86. 41 goedeleliekens 87. 41 slemlevrai 88. 41 roelverrycken 89. 41 petergorle 90. 40 koenvervloesem 91. 40 brunokon 92. 40 ddeckmyn 93. 40 mediarescue 94. 40 cedricpt 95. 40 karst 96. 40 frankrenout 97. 39 hvangool 98. 39 joanroels 99. 39 yvesd 100. 39 bartdobbelaere
- 64. @nickvinckier The solution: SHOW PEOPLE THE WAY
- 66. @nickvinckier The solution: WHAT ABOUT YOUR COLLEAGUES?
- 69. @nickvinckier The connection funnel INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION Receive Engage Share Input LATENT Become one MANIFEST Social Media strategy Content Marketing strategy Ambassador strategy
- 70. @nickvinckier The connection funnel INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION Receive Engage Share Input LATENT Become one MANIFEST Social Media strategy Content Marketing strategy Ambassador strategy A MATTER OF ASKING
- 71. @nickvinckier Where would you click on? VS
- 73. @nickvinckier Company reach Ambassador reach 10.000 10.000 10.000 30.000 fans followers followers followers x 6% organic 1.800 REACHED = 10 ambassadors x 220 amplification 2.200 REACHED
- 76. @nickvinckier In a B2B environment, the power of social media is in the network of your people
- 77. @nickvinckier In a B2B environment, the power of social media is in the network of your people. +4.000 connections 317 followers >
- 78. @nickvinckier “Go find me the online marketing manager of Coca Cola” He likes snowboarding & classic cars ;-)
- 79. @nickvinckier Linked Look further than Social media in B2B
- 80. Content funnel - example SOCIAL MEDIA POST SOCIAL POST SHORT FORM CONTENT LONG FORM CONTENT ONLINE / OFFLINE COURSE BLOGPOST WHITE PAPER $$$FREE "DATA" VIDEO TARGET
- 82. @nickvinckier HOW ORGANIZATIONS SEE social media
- 83. @nickvinckier HOW ORGANIZATIONS SEE social media WHAT A community LOOKS LIKE
- 84. @nickvinckier WHAT A community LOOKS LIKE Mobile Vikings
- 85. @nickvinckier Connect people around a relevant topic powered by a brand instead of connecting them to the brand itself Mobile Vikings
- 87. @nickvinckier
- 89. serendipity (n) finding something good without looking for it @nickvinckier
- 90. @nickvinckier
- 91. IF YOU PUT IN THE TIME+ EFFORT YOU WILL SEE THE RESULTS@nickvinckier
- 93. Pick your top 3 to accelerate @nickvinckier Ambassador Strategy Native Activations Opportunity spotting through Social Listening Community Building Social Selling Disproportionately Relevant Content Plan Social Growth Acceleration Tools 2.0 Bet on Serendipity The Poetry of the Post
- 94. SETUP THE 8-LOOP Owned ‘destinations’ (website) Traditional channels Social media @nickvinckier
- 95. @nickvinckier GO ALL-IN STEP UP YOUR SOCIAL GAME ;-)
- 96. @nickvinckier You will have to go the extra mile to pull off social media 2.0. Nobody said it was easy :-)
- 98. DE IMPACT VAN DIGITAAL OP MARKETING @NICKVINCKIER