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Hoe sta je er voor?‘van fanship naar waarde’
#ADE2012 #HSJEV
✓ 18 jaar in EDM scene in verschillende hoedanigheden
✓ Eerst bijzaak, nu hoofdzaak (sinds medio 2011)
✓ Visie en Strategie๏ Internet (Website, Social Media, Open)๏ Reputatie Management๏ Data Kapitalisatie๏ Content Exploitatie
✓Analyse en Advies (Internet, Social Media, Technologie)๏ Monitoring | Profiling | Engagement
✓ Customized Projects๏ Intellectueel Eigendom (Exploitatie en Overeenkomsten)๏ Plan van Aanpak๏ Rapportages (Infographs)๏ Spreekbeurten en Workshops
✓ Klanten๏ Mode - Marlies Dekkers๏ Non-profit - Giro 555, Feedback๏ Entertainment - Muziek Centrum Nederland, 22Tracks, Armada Music, Dance Therapy, 2 Dutch,
B2S, Extended Music๏ Sport - Eurosport๏ Food & Beverage - Go Fast๏ HR - Werk en IK
Even voorstellen ...
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Even wat statistieken natuurlijk ...
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
✓ > 600 miljoen mensen maken dagelijks gebruik van sociale netwerken
✓ > 347 miljoen oftewel 73% van de Europese internetgebruikers bevindt zich op een sociaal netwerk
✓ West Europa loopt achter op Noord, Oost en Zuid Europa o.g.v. penetratie (!!)
✓ Nieuwe markten als India en Brazilie laten de grootste zichtbaarheid en penetratie zien
Sociale Netwerkenstatistieken (bron: insite)
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
✓ > 50% van de Social Media gebruikers zijn verbonden met merken
✓ Mensen worden daadwerkelijk fan van een merk omdat ze het product ‘leuk vinden’ en niet vanwege een advertentie
✓ Informatie is de 1e reden waarom men ‘connect’ en het hebben van een stem in de ‘ontwikkeling’ is de 2e reden
✓ 60% van de werknemers wil hulp vanuit de organisatie om content te delen maar krijgt het niet
✓ Maar 13% van de werknemers bij een merk krijgt een Social Media training
Sociale Netwerkenstatistieken (bron: insite)
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Sources: internetworldstats.com | eMarketer.com | go-gulf.com
Internet Landscape
Internet Users
Social Media Users
Smart Phones1.1B
1.2B
2.3B
Internet facts
Summary
✓ Out of the 5 billion mobile phone users in the world, 1.08 billion are smartphone users
✓ More than 91.4 million smartphones users are from the U.S
✓ Smartphone platform Android has the highest market share of 46.9%
✓ 89% of smartphone users use their smart phones throughout the day
✓ 92% of smartphone users use their smartphone to send text messages to other phones. Whereas, 84% of users use their smartphones for browsing the internet
✓ The age group of 25-34 has the highest smartphone penetration rate of 62%
✓ 50% of Android Smartphones and 43% of Apple iPhone users are younger than 34 Years.
✓ 53% of smartphone users are male and 47% are female
✓ Android Smartphone owners consume the highest amount of data at 582 Mbs a month, while iPhone owners on consume 492 Mbs of data a month on average
✓ Downloading applications is the most popular data usage activity for smartphone users
✓ Singapore has the highest smartphone penetration rate in world, which is 54%
Mobile Facts
✓ Africa - 139,875,242✓ Asia - 1,016,799,076✓ Europe - 500,723,686✓ Middle East - 77,020,995✓ North America - 273,067,546✓ Latin America - 235,819,740✓ Oceania / Australia - 23,927,457✓ WORLD TOTAL - 2,267,233,742
Internet Facts
✓ In 2012, 63.2% of internet users will visit a social network at least once a month, rising to 67.6% in 2013 and 70.7% in 2014. At those user rates, one out of every five people in the world will use a social network this year, and one in every four will do so in 2014.
✓ The US is still by far the leader in Facebook users with 141.2 million in 2012, although that base is growing the slowest among key countries. India will have the second largest Facebook population, with 68.1 million users this year, followed by Indonesia (49.1 million) and Brazil (45.4 million). Mexico will be the fifth largest, with 25.6 million users.
✓ There will be 1.43 billion social network users in 2012, a 19.2% increase over 2011
Social Media Facts
✓ < 52% of the internet users are using Social Media
✓ < 47% of the internet users has a smartphone
✓ 32.7% of the world population has access to the internet, 61.3% of the Europeans has access to the internet
✓ Africa, Middle East and Latin America are the fastest growing markets
✓ Forrester Research forecasts 50% Internet Penetration and 3,500 million Internet users in the world for year 2017.
Various Facts
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Internet kent 3 pijlers ...
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Internet strategie3 pijlers
✓ Umfeld✓ Vindbaarheid✓ Waarde
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Umfeld
Eigen domein
Eigen sociale
netwerken
Derdendomein + sociale
netwerken
Gehele speelveld isinternet
Wordt in zijn geheel geindexeerd
door zoekmachines
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Ecosysteem
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Time independent Location independent
Device independent
*Graphic by Fred Cavazza
#ADE2012 #HSJEV
Meten = Weten ...Business Intelligence
is heilig ...
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
AnalyticsConversation - Influencers
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Leer je fan kennen ...Wie heeft er invloed in jouw netwerk ....
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
InfluencerConversation - Influencers
Web
SocialDatabase
= influencer
less
less
less
lessmost
most
MediumInfluencial
HighInfluencial
LessInfluencial
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Data is het nieuwe goud ...
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Brand(s)
Connections Activity Dialogue Consumption Revenue Value
Optimization
Promotion Customer Community Monetization
• Impact• Key topics (buzz),
Related third parties, Competitor(s), Event(s), Industries, World
• Related topics• Activity per network
etc ...
• Follower(s), active Fan(s), Consumer(s), Customer(s)
• (Key) Influencer(s)• Business Value• Segmentation for
targeted promotion
• Overlap of Fans of Related third party portfolio
• Enhanced segmentation
• Cross community marketing
• Network value• Customer value• Community value• Upsell/Cross-sell • New business
models
Brand Monitoring & Optimization
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Samengevat ...
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Online Reputatie5 aspecten belangrijk
✓ Website✓ Zoekmachines✓ Blogs / Fora✓ Social Media✓ Content
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Voor onderweg ...10 handvaten
✓ Internet-strategie omvat gehele online domein✓ Apparaat, platform, locatie en tijd onafhankelijk✓ ‘Content = King = Data’ principe✓ Push & Pull (techniek en content)✓ ‘Relevantie = Consistentie = Discipline’ principe✓ Conversatie driehoek✓ Vrienden maken om vrienden te krijgen✓ Business Intelligence is heilig, connected is ‘key’✓ ‘W-E-I-G-K-E-U’ principe✓ Real Time - 24/7/365
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Van Social Media
naar
Social Business ...
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Silos in het internet ecosysteem
Databases van derden
✓ Spotify, Rdio, Deezer e.d.✓ Google Music, Amazon Cloud e.d.
‘Er bestaat geen relatie tussen de verschillende databases binnen
het internet ecosysteem van’
‘Er is niemand die goed inzicht heeft en dagelijks het ecosysteem
overziet of inzet bij’
Website
Youtube
Google+
App
Websiteaanverwanten*
* = primaire kanalen, de secundaire kanalen dienen separaat in kaart te worden gebracht (denk hierbij aan Vimeo, Pinterest, Plancast of lokaal zoals Hyves e.d.) (c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Orde in het internet ecosysteem
‘Single Sign On zorgt er voor
dat alle data van fans kan verwerken’
‘Connectie is de heilige graal’
DB‘bedrijfswaarde’
* = primaire kanalen, de secundaire kanalen dienen separaat in kaart te worden gebracht (denk hierbij aan Vimeo, Pinterest, Plancast of lokaal zoals Hyves e.d.) **= in de toekomstige overeenkomsten dienen afspraken te worden gemaakt over data en koppeling met ecosysteem van het merk (c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Databases van derden
✓ Spotify, Rdio, Deezer e.d.✓ Google Music, Amazon Cloud e.d.
Website YoutubeTwitterFacebook Google+ AppWebsite aanverwanten
#ADE2012 #HSJEV
Voorbeelden ...
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
#ADE2012 #HSJEV
#ADE2012 #HSJEV
#ADE2012 #HSJEV
#ADE2012 #HSJEV
#ADE2012 #HSJEV
#ADE2012 #HSJEV
Waarde ...
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]#ADE2012 #HSJEV
Waarde
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]* Data supplied by Performance & Investment Management#ADE2012 #HSJEV
✓ 25% overlap✓ 15% churn rate✓ 20% profile✓ 25% catch ratio
Assumptions
Denis DoelandManagement, Consultancy & Advies
P: +31 20 4272880M: +31 6 13520250
E: [email protected]: linkedin.com/in/denisdoeland
T: @denisdoelandW: denisdoeland.com
W: ddmca.com
Vragen, opmerkingen of contact ...
#ADE2012 #HSJEV