Op weg naar connectie met de eindgebruiker ...

Fanship, Conversie en Waarde

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Jouw digitale strategie

Begrijpen ... van het internet ...

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Internet landschap
Internet Facts

Africa - 167 million Asia - 1,076 million Europe - 518 million Middle East - 90 million North America - 273,067,546 Latin America - 235,819,740 Oceania / Australia - 23,927,457 WORLD TOTAL - 2,267,233,742

Social Media Facts

In 2012, 63.2% of internet users

Internet facts

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. 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.

The US is still by far the leader in

Mobile Facts
Out of the 5 billion mobile phone More than 91.4 million
users in the world, 1.08 billion are smartphone users smartphones users are from the U.S has the highest market share of 46.9% their smart phones throughout the day

Smartphone platform Android

There are 1.43 billion social

network users in 2012, a 19.2% increase over 2011

89% of smartphone users use 92% of smartphone users use

Summary Various 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.

their smartphone to send text messages to other phones. Whereas, 84% of users use their smartphones for browsing the internet highest smartphone penetration rate of 62% and 43% of Apple iPhone users are younger than 34 Years. male and 47% are female

The age group of 25-34 has the 50% of Android Smartphones 53% of smartphone users are 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 most popular data usage activity for smartphone users smartphone penetration rate in world, which is 54%

Downloading applications is the Singapore has the highest

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Internet landschap

Long tail van netwerken 250 a 300 netwerken Verschillende segmenten/functies Geografisch bepaald Aanwezigheid vereist
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Ecosysteem ...

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Constatering ...

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Silos ...

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Ook silos op het internet ...

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Silos op het internet

LinkedIn

Twitter

Website aanverwanten

Website

Facebook App

YouTube

Er bestaat geen relatie tussen de verschillende databases binnen het internet Er is niemand die goed inzicht heeft en dagelijks het internet overziet of inzet
.....

Google+

Databases van derden

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d. Andere diensten en netwerken

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Oplossing ...

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Orde en structuur

Website

Facebook

Twitter

Google+

Youtube

Website aanverwanten

App

Connectie is de heilige graal Single Sign On zorgt er voor dat alle data van fans kan verwerken
bedrijfswaarde

Databases van derden

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d. Andere bronnen

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Waarom?
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Waarom?
Eindgebruikers willen graag gezien en gehoord worden. Dialoog is hierbij het toverwoord. De eindgebruiker wil als koning behandeld worden. Het maken van de daadwerkelijke connectie en het praten met de eindgebruiker is hetgeen waar het over gaat. De ontwikkeling van het internet en (mobiele) apparaten resulteert in veranderend gedrag en invloed van de doelgroep ten aanzien van bewustzijn en voorkeur. De verregaande digitalisering en de distributie van content heeft een revolutie tot stand gebracht met daaraan (nieuw) gekoppelde business- en waardemodellen.

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com

Jij

Jij

pr RP ek en /X ,c R on P ta ) ct )

) RP (T ling) en we w rou ou vert rtr nd, Ve (vrie

ien ,s

ac t

Push (6x EBITDA)

Pull (50x EBITDA)

(G

Co (h or nt

en

Waardemodel
content - connection - currency

,z

Relatie (CRP)
(relatie, kennis, bekende)

Velen

Connectie (20x EBITDA)

Velen
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Ecosysteem Bedrijfswaarde Framework

Categorie
Meer

Rating Bereik Ervaring

Minder

Horen, Zien

GRP

Spreken, Contact

XRP

Volume

Connectie, Kennis, Bekende

Relatie

CRP

Waarde

Vriend, Vertrouweling
Minder
EBITDA multipliers: 1 | 6 | 20 | 50

Vertrouwen

TRP
Meer
Tarieven: 1 GRP = 0,30 | 1 XRP = 3,00 | 1 CRP = 6,00 | 1 TRP = 20,00 (in Euros)

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Hoe?

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Internet kent 3 pijlers ...

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Internetstrategie
3 pijlers

Speelveld Vindbaarheid Waarde

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Speelveld

Gehele speelveld is internet Eigen domein Eigen sociale netwerken

Derden domein + sociale netwerken

Wordt in zijn geheel gendexeerd door zoekmachines

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Disciplines

Gehele speelveld is internet

Marketing

Creatie

Communicatie

Verkoop

Research

Klant centraal

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Wat?

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Ecosysteem

Eigen domein

Interface

Push & Pull

Apparaten Tijd Locatie
*Graphic by Fred Cavazza

Gebruikers zijn leidend

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En verder?

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Leer de eindgebruiker kennen ... Welke eindgebruiker heeft er invloed in het netwerk ...

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Beinvloeders
less

High Influencial

Database
less most most

Social
less

Web
Less Influencial

Medium Influencial

= influencer
less

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Wat?

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Verandering ...

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Meten = Weten ... Business Intelligence is heilig ...

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Monitoring

Content

Connections

Activity

Dialogue

Consumption

Revenue

Value

Optimization

Promotion

Customer

Community

Monetization

Impact Topics (buzz) Related third parties Competitor(s) Event(s) Industries Related topics Activity

Follower(s) Active Fan(s) Consumer(s) Customer(s) Influencer(s) Business Value Segmentation

Overlap Enhanced Segmentation Cross Community

Network value Customer value Community value Upsell/Cross-sell New business models

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com

Prestatie-factoren vaststellen (KPI)

Distribution
What channels are you using? How can people reach you? Are you visible?

Interaction
How likely are followers going to engage? Is your message spread around? Do your fans and followers interact with each other?

Influence
How does sentiment change due to the activities? Are your fans and followers satisfied about brand, service or product?

Performance
How many sales and results do you get? What will be the cost of specific interaction?

Internal
What is the output of your team? Hows your team performing?

Followers Fans Connections Mentions Reach Bookmarks Inbound links Subscribers

Retweets Forwarding Sharing Comments Like or Rate Reviews Contributors Page views Unique visitors Traffic generated Time on site Response time

Sales revenue Registered users Issues resolved Resolution rate Number of leads Cost of lead Conversion rate Cost of sale Revenue Lifetime value Support cost Share of repeat Transaction value Money in the bank Net profit, etc

Conversation Net Promoter Satisfaction Sentiment Evangelists

Posts E-books Presentations Videos Photos Updates Tweets Forum posts Marketing budget Staff payroll Development costs

Aperformance indicatororkey performance indicator(KPI) is an industry jargon for a type ofperformance measurement. KPIs are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged. Sometimes success is defined in terms of making progress toward strategic goals,but often, success is simply the repeated achievement of some level of operational goal (for example, zero defects, 10/10 customer satisfaction, etc.).

Because of the need to develop a good understanding of what is important, performance indicator selection is often closely associated with the use of various techniques to assess the present state of the business, and its key activities. These assessments often lead to the identification of potential improvements; and as a consequence, performance indicators are routinely associated with performance improvement initiatives.

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Organisatie opnieuw inrichten ...

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Organisatie

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Organisatie

Releaseschema is leidend
1 2 3 4 5 6 7 8 9 10 11 12 RELEASE

1 WAT WANNEER WIE WAAR

10

11

12

relevantie - consistentie - discipline timing stakeholders umfeld

100

1 jaar
10K 100K

benchmark ieder moment begin tussentijds doelstellingsmoment

Vrienden maken om vrienden te krijgen

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Profit & Loss ...

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Samengevat ...

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Online Reputatie
5 aspecten belangrijk

Website Zoekmachines Blogs / Fora Social Media Content

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Voor onderweg ...

10 handvaten

Internet-strategie omvat gehele online domein en gehele organisatie Apparaat, platform, locatie en tijd onafhankelijk Content = King = Data principe Push & Pull (techniek en content) Relevantie = Consistentie = Discipline principe Vrienden maken om vrienden te krijgen Business Intelligence is heilig, connected is key Real Time - 24/7/365 Juiste mensen op de juiste plek Digital Profit Center

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Wat nu te doen ...

Bedrijfstrategie Internetstrategie Contentstrategie Releasestrategie

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Dus ...

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Doelen en doelstellingen vaststellen ...

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com

Een doel is in algemene termen het resultaat dat je daadwerkelijk nastreeft. Voorbeeld: we willen dat het verkeer veilig is. Een doelstelling is het stellen van een meetbare norm die nagestreefd kan worden door voorschriften, controles, etc. Voorbeeld: In deze straat mag je maximaal 50 km per uur rijden (deze doelstelling streeft het eerder vermelde doel van veiligheid na).

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com

Connected Relation Platform ...

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com

ENTERPRISE STRUCTURE
CONNECTED RELATION PLATFORM

Interfaces: Web, App, Social & Open API (locaties)

Operations
SERVICES PSP FF HP sCRM IM/SSO

Presence
REACH CMS AMS

Marketing
ENGAGEMENT sCRM IM/SSO CMS AMS

Commerce
SALES sCRM IM/SSO Shop ERP

Service
CUSTOMER CARE sCRM IM/SSO

DAM Statistiscs & Trends SOA

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Resume ...

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Wat nu te doen ...

Landschap ordenen Website(s) inrichten Content maken Connectie maken Data koppelen
(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com

Vragen, opmerkingen of contact ...

Denis Doeland
Management, Consultancy & Advies

P: +31 20 4272880 M: +31 6 13520250 E: denis.doeland@ddmca.com L: linkedin.com/in/denisdoeland T: @denisdoeland W: denisdoeland.com W: ddmca.com

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com