presentation at VU Universiteit Amsterdam, minor Geomarketing

1. Great times
for spatial thinking
Vrije Universiteit, Amsterdam
Guestlecture, Geomarketing minor
March 15th, 2012

4. Pratictioners vs Researchers
• Determined • Questioning
• Decision • Doubt
• Content • Method
• Conclusion • New question
• 1 page • Compleet
• Limited in time • A never ending process
Proudly borrowed from
Prof. Dr. Ir. A.C.J. (Ton) de Leeuw ©

6. SOCIAL MEDIA
&HYPER LOCAL
MARKETING&
STRATEGY
at an international SME
THE FUTURE OF
GEOMARKETING

7. Just another
social system
Think for 2 seconds,
and act normal!

8. I AM HERE

15. I AM HERE
D O I N G W H A T?

21. I AM HERE
D O I N G W H A T?
SO WHAT?

31. THE MORE
CONTEXT
IN LOCATION
THE MORE VALUE

32. SOCIAL MEDIA
&HYPER LOCAL
MARKETING&
STRATEGY
at an international SME
THE FUTURE OF
GEOMARKETING

34. “we considered ourselves lost and waited for the
end. And then one of us found a map in his pocket.
That calmed us down.
We pitched camp, lasted out the snowstorm and
then with the map we discovered our bearings.
And here we are.
The lieutenant borrowed this remarkable map
and had a good look at it. It was not a map of the
Alps, but of the Pyrenees”
From a poem Miroslav Holub / a Karl Weick story on Sensemaking

36. A few models
We hold them for what they are

37. Five forces

38. Value chain

39. D
R
E
T
S
?
2010 2011 2012

40. FOCUS:
-..
Product
leadership
Value drivers Core KPIs
•.. •.
Value
Operational Customer
excellence intimacy
FOCUS: FOCUS:
-… -…
T&W

41. The innovation funnel
Beeld naar Kirschbaum, 2005

45. Clear steps to an uncertain future

46. Playing the game,
but what are rules?

47. no straight line
to a known horizon

48. what to expect beyond the curve

49. L I K E M A P S,
TAKE MODELS
FOR WHAT THEY ARE

50. SOCIAL MEDIA
&HYPER LOCAL
MARKETING&
STRATEGY
at an international SME
THE FUTURE OF
GEOMARKETING

53. Man, women, society at large
Ubiquity
Technology going mobile
Data explosion
Social explosion?
Location explosion!!
Experiment
Openness as megatrend

54. Great times for spatial action
More data then ever before
A greater technology reach then ever before
More connections then ever before
Now what will we do with that?

56. “Strategy has become like efficiently
navigating in the fog.”
Prahalad, Ramawamy,
The Future of Competition

57. Final remarks
The more context to data, the higher the value
Like maps, models of strategy are not reality
Perhaps agility is the most strategic asset of a firm

58. Final remarks II
Be your customer. ‘in their shoes’.
Question the status quo!
Go to school, to become who you are.

59. Great times for spatial thinking:
We cannot even imagine a world
where things do not have a place

60. How it’s made
• Thinking, research, conversations
• Ebsco and JSTOR
• Pre-feedback by prof J. Boter & students
Frederik, Baranava, Carina
• No internal review this time (not good!)
• Tools:
paper, Xmind, PowerPoint, Slideshare, LinkedI
n, Wordpress, Twitter