Beeckestijn Business SchoolManaging Brands in Digital and Social Channels                                          1
Hans Molenaar22                    Marketing                    Science Award
Beeckestijn Business School3
Agenda4       Observations       Channels       Cases       Models       Conclusions
5    Hijacking for    Beginners…
6
7
8
The „shift‟99                    •Assembly                           •Realtime         Products   •Push                   ...
Media don‟t disappear, but…10                                             Personal communication                  Mobile I...
11
12     BRANDS     TRIGGERS     DIALOGUE
BREAK UP
WHY HAVE SOCIAL MEDIA AND WORTH OF MOUTH SUCH AN IMPACT ?
Trust15
16
17
Titel18
From mass media to digital & social media19
2020
Dutch Telco provider21                                                                                                    ...
WHAT ARE RIKS OF NOT BEING SOCIAL ?
23
24
25
26
What Kryptonite should have done:27        Use influential opinion leaders (celebrities,         subculture leaders, etc)...
28
THAT IS NOT POSSIBLE IN B2B !
30
Jeff Jarvis31
32
Stockprice Dell33
Dell vs Nasdaq34
35
36
37
38
TRANSPARANCY
40
41
42     "They reached out to         bloggers; they      blogged; they found        ways to listen to         and follow th...
IT IS HAPPENING EVERY DAY
NOT ONLY TO AVOID CRISES
46
4747
48     John Deere and the Chip Foose     custom 4020 tractor contest
49
Why ?5050             Service = ???
BUT WE SELL BORING STUFF !
52
53
IT ALL STARTS WITH A VISION
5555
BUT THAT DOESN‟T WORK IN B2B !
5757
“Selling the sizzle not the digger”5858
SO WHAT THEORY OR CONCEPTS CAN HELP US ?
60
The Economics of Collaboration61                                                                  Mass            Self-   ...
Two key succesfactors62     1.   Being Open     2.   Interacting and Sharing
63
Likeonomics6464
65
HOW TO MEASURE ?
67
Netpromotor scores by Industry6868                      Financials                   Consumer electronics                 ...
The Impact on customer value6969                                        Buyer Economics          Referral Economics       ...
WILL EVERYTHING BECOME DIGITAL ?
The Google (14 years old) direction71(Advertising spend in US)          2008         2011Internet                         ...
Google Chrome TV commercial72
Burberry (155 years old) direction73        In 4 years time from 2% to 40% of the whole         marketing budget was spen...
74
75
What to do ?76     1.   Giving up control and orchestration     2.   Create a vision and content strategy     3.   Focus o...
A lot of work behind the scenes77
78
Contact7979     Hans Molenaar (hmolenaar@beeckestijn.org / 06-51030367)     #hansmolenaar     Beeckestijn Business School ...
Managing Brands in digital and social channels
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Managing Brands in digital and social channels

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Beeckestijn Business School director Hans Molenaar gave a presentation on managing brand in a digital and social environment. Learning about brand management in a social and online marketing context

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  • Business case is based on weekly data
  • Managing Brands in digital and social channels

    1. 1. Beeckestijn Business SchoolManaging Brands in Digital and Social Channels 1
    2. 2. Hans Molenaar22 Marketing Science Award
    3. 3. Beeckestijn Business School3
    4. 4. Agenda4  Observations  Channels  Cases  Models  Conclusions
    5. 5. 5 Hijacking for Beginners…
    6. 6. 6
    7. 7. 7
    8. 8. 8
    9. 9. The „shift‟99 •Assembly •Realtime Products •Push Social •Wisdom of crowds •Mass production •Web 3.0 •PMC‟s •Alliances Markets Networks •Segmentation •Integrations •Branding •Dialogue •Mass media •Web 2.0 •CRM •Servicing Customers Interaction •EDM •Database mkg •1:1 •Push communication •WEB 1.0
    10. 10. Media don‟t disappear, but…10 Personal communication Mobile Internet Email PC web Low reach High reach Print Digital TV Analogue TV Radio Cinema Mass communication
    11. 11. 11
    12. 12. 12 BRANDS TRIGGERS DIALOGUE
    13. 13. BREAK UP
    14. 14. WHY HAVE SOCIAL MEDIA AND WORTH OF MOUTH SUCH AN IMPACT ?
    15. 15. Trust15
    16. 16. 16
    17. 17. 17
    18. 18. Titel18
    19. 19. From mass media to digital & social media19
    20. 20. 2020
    21. 21. Dutch Telco provider21 = traffic share Commercial traffic target 18.000 = Cost per Order CHANNEL 40% 2% 12% 8% 31% 11% Direct Affiliate Email Display Search Social CPO CPO CPO CPO CPO CPO 7,- 19,- 6,- 25,- 21,- 9,- Traffic 76.000 48.000 16.000 10.000 44.000 5.000 40% CONVERSION 2% 12% 8% 31% 11%
    22. 22. WHAT ARE RIKS OF NOT BEING SOCIAL ?
    23. 23. 23
    24. 24. 24
    25. 25. 25
    26. 26. 26
    27. 27. What Kryptonite should have done:27  Use influential opinion leaders (celebrities, subculture leaders, etc)  Responded to the blogs immediately  Use social and digital media to interact  Have a community and fanbase
    28. 28. 28
    29. 29. THAT IS NOT POSSIBLE IN B2B !
    30. 30. 30
    31. 31. Jeff Jarvis31
    32. 32. 32
    33. 33. Stockprice Dell33
    34. 34. Dell vs Nasdaq34
    35. 35. 35
    36. 36. 36
    37. 37. 37
    38. 38. 38
    39. 39. TRANSPARANCY
    40. 40. 40
    41. 41. 41
    42. 42. 42 "They reached out to bloggers; they blogged; they found ways to listen to and follow the advice of their customers. They joined the conversation. That‟s all we asked.“ Jeff Jarvis
    43. 43. IT IS HAPPENING EVERY DAY
    44. 44. NOT ONLY TO AVOID CRISES
    45. 45. 46
    46. 46. 4747
    47. 47. 48 John Deere and the Chip Foose custom 4020 tractor contest
    48. 48. 49
    49. 49. Why ?5050 Service = ???
    50. 50. BUT WE SELL BORING STUFF !
    51. 51. 52
    52. 52. 53
    53. 53. IT ALL STARTS WITH A VISION
    54. 54. 5555
    55. 55. BUT THAT DOESN‟T WORK IN B2B !
    56. 56. 5757
    57. 57. “Selling the sizzle not the digger”5858
    58. 58. SO WHAT THEORY OR CONCEPTS CAN HELP US ?
    59. 59. 60
    60. 60. The Economics of Collaboration61 Mass Self- Organization Collaboration Value Business Creation Webs Extended Enterprise Traditional Industrial Age Hierarchy Corporation Physical Knowledge Critical Resources Financial
    61. 61. Two key succesfactors62 1. Being Open 2. Interacting and Sharing
    62. 62. 63
    63. 63. Likeonomics6464
    64. 64. 65
    65. 65. HOW TO MEASURE ?
    66. 66. 67
    67. 67. Netpromotor scores by Industry6868 Financials Consumer electronics Telco Churn 10% Churn 25% Churn10% NPS -47% NPS -35% NPS -29% Source: TOTE-M Consumer Research on Loyalty, (Potential) Churn and Testimonials
    68. 68. The Impact on customer value6969 Buyer Economics Referral Economics $ 5000 $ 5000 Promoter $ 4000 $ 4000 $ 3000 Promoter $ 3000 Average Total Customer Worth Total Customer Worth $ 2000 $ 2000 Average Detractor Detractor $ 1000 $ 1000 $0 $0 $ -1000 $ -1000 $ -2000 $ -2000 B2C:High Tech: Computer Hardware Apple Computers Source: Satmetrix. Exploring the relationship between Net Promoter and Word-of-Mouth in the computer hardware industry.
    69. 69. WILL EVERYTHING BECOME DIGITAL ?
    70. 70. The Google (14 years old) direction71(Advertising spend in US) 2008 2011Internet $ 26,0 mln $123,3 mlnTelevision $ 0,0 mln $ 69,3 mlnPrint, Radio & Outdoor $ 4,0 mln $ 20,7 mln Source: Wall Street Journal
    71. 71. Google Chrome TV commercial72
    72. 72. Burberry (155 years old) direction73  In 4 years time from 2% to 40% of the whole marketing budget was spent in digital and social  First luxury brand with more than 3 mln fans on facebook  Over 9 mln page views in nine months after launching artofthetrench.com
    73. 73. 74
    74. 74. 75
    75. 75. What to do ?76 1. Giving up control and orchestration 2. Create a vision and content strategy 3. Focus on customers not campaigns 4. Create corporate guidelines 5. Focus on reacting instead of preventing 6. Invest in your social capital outside 7. Invest in monitor and interaction capacity
    76. 76. A lot of work behind the scenes77
    77. 77. 78
    78. 78. Contact7979 Hans Molenaar (hmolenaar@beeckestijn.org / 06-51030367) #hansmolenaar Beeckestijn Business School Postbus 333 3830 AJ Leusden T +31 (0)88-472 22 30 F +31 (0)84-220 79 87 E info@beeckestijn.org W www.beeckestijn.org
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