The Internet Ecosystem? - What should I do and where is it heading ... (iBook version)

7/29/2019 The Internet Ecosystem? - What should I do and where is it heading ... (iBook version)

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Introduction

The Internet is actually an ecosystem. It is anecosystem which consists of a community which isconnected online, formed by end users, developers,suppliers and distributors. They use each othersstrong points, complement and strengthen each otherto create added value together for other end users.


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Wikipedia describes an ecosystem as follows: An ecosystem is formed by theinteraction between all organisms and the abiotic environment within a certain

geographical or otherwise defined entity. The term ecosystem was introduced by English

botanist Arthur Tansley in 1935 and developed by American ecologist Eugene Odum.

Examples of ecosystems are a forest, but also the whole earth. Some even consider a

pot plant to be an ecosystem. Parts of an ecosystem are individual plants, animals and

micro-organisms and the complex which they form, for example in the form of living

communities and populations. People often see ecosystems as dynamic and functional

entities.

The Internet is actually an ecosystem. It is an ecosystem which consists of a community

which is connected online, formed by end users, developers, suppliers and distributors.

They use each others strong points, complement and strengthen each other to create

added value together for other end users (for example: clients or fans).

As a company, organisation or brand you should be a part of the entire internet

ecosystem. Even more so when you wish to have a better chance of being embraced by

the end user or the (future) fan or client. In addition, as a company, organisation or brand

you must realise that you exist thanks to content (intellectual property) and that you offer

functionality and are data. The content is distributed via the various user interfaces of the

web, the social channels, the (mobile) apps and the open APIs or interfaces where

developers can develop their functionalities themselves.

CONTENT OVERVIEW

A short overview of the content of this document

where an insight is given and trends are signalled

on the aspects below. A number of trends are

indicated with each of these aspects.

1. Vision

2. Strategy

3. Execution

4. Value

Introduction

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It is time to determine a strategy. Make choices concerning which

groups you wish to cater for, how and with whom you want to

cooperate and select the ecosystems you wish to be present in.

Develop suitable products, (new) online services and seduction

techniques. This requires the necessary creativity. Allow yourself to be

inspired by natures inventiveness: the flowers and the bees, the frog

and the fly. Create an (online) business model where you can take the

lead as compared to your competition or other market parties, the

organisation is stimulated to innovate and enables you to reach (new)

clients and hold on to them.

A very important difference is that the parties who have a good

strategy, which is based on a place within the ecosystem, are the ones

who can let the processes seamlessly connect with each other and

benefit from this. The parties, which ensure that the fan or client has

the optimal experience, which is connected to each channel, willbenefit optimally from this.

This requires a fundamentally different attitude towards the various

parties in the ecosystem, not only to the social networks, but also to

the individuals. Where previously the emphasis lay on competing and

protecting within the collaborations, the emphasis is now on working

together. On listening to, participating in and anticipating on the data

which is created in so-called conversations and interactions. This

data must be stored, analysed and related to the data which you(possibly) already have.

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1

Vision

Companies, organisations or brands rarely ask thequestion how the structure and efficiency throughoutthe entire organisation and its network can beimproved by Social Media. People are blinded by theold push principle, literally sending (communication)messages.


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It is clear that Social Media or individual social channels such asFacebook, Twitter, YouTube etc. are still approached in an isolated

way. Silo thinking is in our blood. It is integrated in our way of doing

business and it even shows in the various, individual, business

functions Social Media can affect significantly. Social Media channels

are often approached separately, without any integration with the total

marketing approach. Let alone in combination with other channels.

Companies, organisations or brands rarely ask the question how the

structure and efficiency throughout the entire organisation and itsnetwork can be improved by Social Media. People are blinded by the

old push principle, literally sending (communication) messages.

Customer Service, Human Resource, Research & Development:

aforementioned aspects are rarely addressed. These are the areas

where the mechanics, which take place on the social channels, can

often be the most efficient. Managers often dismiss Social Media. The

failure to use Business Intelligence, which is created on a daily basis

thanks to Social Media, is a good example of this.

The implementation of Social Media in the current business model, or

Social Business, is not simply hype: the adoption of social channels

and the far-reaching impact of it on all company processes are only

limited by the questions which people ask and the level in which

people can, or dare, to operate outside the limitations of the silos.

Companies, organisations or brands must couple the various owndomains and social channels with each other and provide the end

user with an optimal user experience.

Trend

In the past decades, marketers overestimated the value of entirely

measurable factors with regards to the emotional factors. This

resulted in the marketer losing the emotional connection with their fan

or client. A company, organisation or brand that does not create a

positive connection with its clients becomes exchangeable for any

other company, organisation or brand that does.

The comprehensive internet landscape has changed and the rules of

the game change in accordance. Fans and clients would rather listen

to each other than to the communication messages from companies,

organisations or brands. A logical consequence, because whom

should you listen to with such a wealth of choice for providers where

the products and services are barely distinguishable. Fans and clients

integrate the new rules into their daily lives while companies,

organisations or brands still stubbornly steer clear from it. It is clear

that the fan or client has become more assertive and powerful.

Vision

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In the future, fans and clients will need a Likeable company,

organisation or brand. Fans and clients wish to be seen and heard.

Dialogue is the key word. The fan, the client wants to be treated as a

human again. Establishing an actual connection and speaking with

the fan or client is what it is about.

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2

Strategy



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We are currently living in a digital feudal economy where socialplatforms such as Facebook, Google, Twitter etc give unlimited (free)

access to our data and behaviour by way of the Social Identity which

is created there. The Single Sign-On button is the holy grail which

leads to connection on the basis of demography and relevance. It is

the button which gives access to the data of the profile itself, the

references but also the purchases and promotions of a fan or related

client. The strategy must therefore be coordinated with this.

Standard data from the Social Media channels, such as those whichexist at a number of companies, do not offer direct value. Only after

meaningful correlations, analytics and setting up (additional) earning

models on the validated fan, tweets and like data (in)direct cash

streams can be generated. The value of the company, the

organisation or the brand will increase in the form of potential

goodwill. The strategy must be coordinated with the collection of data

from all possible sources.

Trend

Single Sign-On (in short SSO) allows end users to log in once and

subsequently automatic access is granted to all applications and

resources in the ecosystem of a company, organisation or brand.

Fans or clients log in with their favourite Social Identity (for example:

via Facebook or Twitter) or their user name /password.

The SSO module collects this data to then enter it automatically, or toadd to additional data if requested, when a fan or client wants to open

an application.

When the end user has logged in, the SSO module takes over the

login process and allows an automatic login in all applications and

systems which the fan or client has access to. Therefore the fan or

client does not have to login each time. The application is immediately

started if they click on an icon of an application. The login screen is

removed and no longer displayed. Data from Social Identities is savedin own database.

The advantages of Single Sign-On are:

Straight-forward for the end user.

The end user is more productive.

The registration procedure is tightened.

Strategy

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3

Execution



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It is clear that the internet is an ecosystem and that we have the urgeto think in silos. What should we do now? The silos need to be literally

broken down and an internal and external ecosystem should be

created. The first step is to determine which domains, networks and

equipment you wish to serve within the own ecosystem.

Subsequently determine which ecosystems you wish to connect with.

The image below displays an ecosystem.

The second step consists of connecting all data sources from these

domains and networks. By way of the Single Sign-On button, which

is described in the previous paragraph, you can extract the data from

all networks.

You should integrate the button in the own domain, all applicationswhich you construct and by way of landing pages or an application

which you integrate in the various Social Media channels. A platform

which supports such functionality is Social Brand Builder, for

example.

Trends

A number of trends on the execution side have recently become

clearly visible.

SoLoMo (Social Location Mobile)

A term that we increasingly see is SoLoMo, an abbreviation for

social, local and mobile. These three components concern thebehaviour of a fan or client.

A large group of fans also make use of Social Media during a visit to

an event. In this way a large amount of the event visitors share photos

with family and friends during their visit. People use messages onSocial Media to keep their family and friends up to date with their

adventures via their mobile (smart) phone from the location where

they are that moment.Among other things, smart phones are used to check in, to find out if

friends are present and to look at reviews from other fans.

Execution

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Customer Care (Social Care)

Social Media has become a crucial part of the fan or client contact. A

company, organisation of brand which serves large groups of fans or

clients, has no other choice other than to use these channels to react

towards fans or clients. Some fans or clients would not make contact

with the company, organisation or brand without Social Media. Peopleused to do this via the mail, then came the advent of call-centres, and

nowadays fans or clients use the various new online platforms.

Social Media channels are used for contact with fans or clients. It is

obvious that service should get the most important role. Therefore it is

important that the marketers are aware of how the staff members of

the company, organisation or brand can increase the brand value.

They are often the first and only contact point between the fan or

client, and the company. The loyalty subsequently increases.

Fans or clients who make contact with a company, organisation or

brand via Social Media are generally more loyal than other fans or

clients, according to a case from Social Brand Builder. These groups

of fans or clients will operate as long-term ambassadors and can

promote the company, organisation or brand in their network.

A condition is that they are effectively, quickly and professionally

assisted with queries and comments which they communicate to the

organisation via Social Media.

Live

It is clear that the internet is a real time phenomenon. Where

previously one would have to wait for a reaction or content, this now

occurs in real time. Companies, organisations and brands must react

to this trend.

Photos, videos, audio and text can be curated and published in the

own domain, or via the own applications or the own social channels.

In this way you demonstrate that the fan or client is involved with the

company, brand or organisation.

The content, which is created by fans or clients, can be saved,

followed and the data of it can be analysed. This in turn gives manyopportunities for subsequent actions.

Connection

Single Sign-On allows fans or clients to log in a single time, where

subsequently automatic access will be granted to all applications and

resources in the ecosystem of a company, organisation or brand. Fans

or clients log in with their favourite Social Identity (for example: via

Facebook or Twitter) or their user name/password. Now you have a

connection with a fan or client.

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4

Value

Creating value with Intellectual Property (IP) by usingInternet and Social Media concerns being able to, inthe basis, establishing, distributing, maintaining andoptimising current and new digital relations on thevarious internet platforms where (in)directly and in ademonstrable way additional and future net cashflows can be generated


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Inventory, hardware, stock and debtors. These are less and lessimportant in the valuation of a company. The approach and the

behaviour of banks, valuators and investors endorse this. But what

does increase the value of your company? While historical value will

continue to play a role in determining the value, it primarily concerns

future cash flow.

By making advanced and careful use of the own domain and Social

Media networks new and digital marketing profiles can be created

from this data. So it can be determined that the value of companies,

organisations or brands which carefully organize and ensure this

increases.

Value creation

Creating value with Intellectual Property (IP) by using Internet and

Social Media concerns being able to, in the basis, establishing,

distributing, maintaining and optimising current and new digital

relations on the various internet platforms where (in)directly and in a

demonstrable way additional and future net cash flows can be

generated (ed. The Voice A supplementary earning model (Denis Doeland/Pim van Berkel)

The words establishing, distributing, maintaining and optimising

refer to the costs of work and means. In addition it concerns the

digital relations on multiple platforms. Digital is a key element with

this, in the view of the fact that this makes it clear that it does not

concern a whole stack of addresses or other traditional marketing

activities. Naturally there is possibly still a little overlap between the

digital platforms and so-called churn rates, just as with off-line

marketing. Twitter users can be the same as a Facebook fan and vice

versa.

The rise of Social Media gives companies, organisations and brandsan extra possibility to reach and follow their current fans but also

future fans and clients. A direct relationship can be made, which was

not the case with the traditional off-line marketing.

Value

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The step which companies, organisations and brands must make is to

collect and analyse the data to subsequently implement a follow-up

strategy or entirely new (marketing) strategy, with the objective of

increasing future revenue.

Trends

There is a huge wealth of data, also called Big Data. Is it a hype? Can

you as a company, organisation or brand wait for the (strategic)

deployment of data or it is actually already reality? According to

McKinsey, who have published a scientific publication, the effective

use of data and analytics increases productivity, profit and market

value of companies by 5 or 6 per cent. In some industries the strategic

deployment of data analysis can even make the difference between

profit and loss.

Big Data Storage and Big Data Analytics are two current trends.

These two trends are inextricably linked to each other: not the level,

but the way in which people want to make use of data determines

whether data is Big or not. The requirements which are connected to

Big Data Storage come from the analyses which people wish to carry

out on the data.

Big Data Analytics concerns data which is:

Rapidly available

Comes from multiple sources.

Is supplemented with other (unstructured) data.

One can take things even a step further. Consider internal and external

data. These should be linked to each other. You can call on this data in

real-time to optimally communicate with fans and clients and make

tailor-made offers. Big Data is therefore not something for the future,

its a reality now.

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About

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Denis Doeland is an Independent Professional. His company is called DDMCA.

DDMCA assists brands, companies and organisations to apply internet and social

business to meet the new expectations of fans, clients, staff members and other involvedparties. DDMCA helps give their voice a place in business and in the internal organisation.

In the combination of development of knowledge, sharing of knowledge and consultancy

in the area of deployment of internet from the organisation and social business sees

DDMCA taking its place as a leader in its field. DDMCA offers its services in the form of,

among other things, consultancy, analysis, lectures, valuation, training, social media

monitoring and internet monitoring.

Clients of DDMCA are both major organisations as well as smaller ones who are aware thatcommunication and conversation will continue to play an even greater role in and outside

the organisation. DDMCA clients include Marlies Dekkers, 22tracks, JoinFeedBack, Dance

Therapy, Armada Music, Extended Music, Eurosport, B2S, 2-Dutch Agency, 8ballMusic,

Whoopaa, HRMatches, Werk en IK, Muziek Centrum Nederland, Herome, Amsterdam

Dance Event, JunkieXL.

A good internet strategy begins with a good Action Plan. DDMCA is specialised in making

of Action Plans. Questions? Please do not hesitate to contact.

Contact

DDMCA

Keizersgracht 330b

1016 EZ Amsterdam

The Netherlands

P: +31 (0)20 4272880

E:[email protected]
mailto:[email protected]:[email protected]


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Note

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2013 Denis Doeland/DDMCA

This paper is issued under Dutch copyright law and may not be reproduced, distributed, transmitted,

displayed, published or broadcast without the prior written permission of DDMCA the owner of the

issued content. You may not alter or remove any trademark, copyright or other notice from copies of the

content without prior written permission.

Special thanks to Paul Sparks of the Bright Spark Media Group for the support with the translation.

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The Internet Ecosystem? - What should I do and where is it heading ... (iBook version)