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Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design
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Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design

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Lecture given on November 22nd 2010

Lecture given on November 22nd 2010

Published in: Business, Design
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  • 1. Roderick Cremers roderick@freshbridge.nl @cremers +31 6 51 821 045 www.FreshBridge.nl © 2010 A New Marketing Agency Interactive / Media / Design
  • 2. FreshBridge confidential © 2010 Who is Roderick Cremers ? •  Founder Fresh Bridge Marketing •  Founder OurWine.nl # 6 online wine shop in NL •  10 years KPN •  Mobile •  Base – 1 to 1 •  Acquisition / ATL •  Integration debitel •  Passion for •  Change •  Improvements •  People •  Background •  Economics / Marketing (Erasmus / Berkeley / Hofstra) •  Political Science (Leiden) 11
  • 3. FreshBridge confidential © 2010 I work for : 2
  • 4. FreshBridge confidential © 2010 Today : •  The world is changing •  Online •  Social •  How people react •  Devices •  Challenge for today 3
  • 5. FreshBridge confidential © 2010 What is happening in the world ?
  • 6. FreshBridge confidential © 2010 The world is changing ever faster
  • 7. FreshBridge confidential © 2010 Video
  • 8. FreshBridge confidential © 2010 Changes Online
  • 9. FreshBridge confidential © 2010 8 1. From Information ‘Brochures’
  • 10. FreshBridge confidential © 2010 9 2. Sharing & Connecting
  • 11. FreshBridge confidential © 2010 10 3. Sharing all the time
  • 12. FreshBridge confidential © 2010 4. Sensor information
  • 13. FreshBridge confidential © 2010 12
  • 14. FreshBridge confidential © 2010 13
  • 15. FreshBridge confidential © 2010 14
  • 16. FreshBridge confidential © 2010 15 Sensors in contact lenses Visueel & medisch
  • 17. FreshBridge confidential © 2010 16 On and in people
  • 18. FreshBridge confidential © 2010 17 Nothings gets lost
  • 19. FreshBridge confidential © 2010 18 Moving into the cloud
  • 20. FreshBridge confidential © 2010 What happens in Vegas… 19 stays on
  • 21. FreshBridge confidential © 2010 20 There was 5 exabytes of information created between the dawn of civilization through 2003 but that much information is now created every 2 days, and the pace is increasing... Eric Schmidt - Google
  • 22. FreshBridge confidential © 2010 21 CHANGE ?
  • 23. FreshBridge confidential © 2010 22 Sceptical
  • 24. FreshBridge confidential © 2010 23 Embrace
  • 25. FreshBridge confidential © 2010 24 Follow
  • 26. FreshBridge confidential © 2010 25
  • 27. FreshBridge confidential © 2010 Everybody wants to know
  • 28. FreshBridge confidential © 2010 27 14%
  • 29. FreshBridge confidential © 2010 28 34%
  • 30. FreshBridge confidential © 2010 We are moving from broadcast to interaction to relationships
  • 31. FreshBridge confidential © 2010 We can make more contact with more people 30
  • 32. FreshBridge confidential © 2010 The Internet / social networks allow us to move beyond Dunbar’s rule 3131
  • 33. FreshBridge confidential © 2010 Organizations keep broadcasting 32 Organizations
  • 34. FreshBridge confidential © 2010 33 14 % Marketing to the Social Web, Larry Weber
  • 35. FreshBridge confidential © 2010 People care •  Share •  Help •  Exchange •  Advise •  Have fun •  Connect •  Give •  Care 34 34
  • 36. FreshBridge confidential © 2010 35 90 % Nielsen Global Online Consumer Survey
  • 37. FreshBridge confidential © 2010 Social Media is Word of Mouth on Steroids Gary Vaynerchuk
  • 38. FreshBridge confidential © 2010 3x 37 Harvard Business Review
  • 39. FreshBridge confidential © 2010
  • 40. FreshBridge confidential © 2010 Van zenden naar interactie naar relatie 39 Brand boodschap Above The Line Below The Line TV / Print Product Placement In store / DM / E-mail Klant interactie ZENDEN INTERACTIE Online / Social Mobiel Websites / Forums Klant insights RELATIE The Consumer Line
  • 41. FreshBridge confidential © 2010 Building Value with Social Media 40 HowWhat Result Analyze who and where (Size, Influence, specifics, KPI’s) Select most influential communities Most important social media / blogs / influencers / etc Monitor what’s happeningListen Insight about brand and issues Solve practical issues and questions React to conversations Customer Satisfaction Add value (knowledge, ideas, etc) Drive conversation on topics / issues / etc Thought leader Co-creation, polls, choose products, “retweet”, “like” Give customers influence / control Trusted Partner / Friend / Ambassador Reminders, tips, show resultsDirect people Advisor of customers Make (trans)action easy Transaction of services / products Exchanging Value Searchfor Value Build Value Convert Value Link Segments & target groups to communities based in strategy Find relevant communities for strategy Relevant communities Phase Model © Roderick Cremers & Eric Mieras
  • 42. FreshBridge confidential © 2010 Bron: Forrester The groundswell, Bernoff en Li (2008) Verschillende mensen
  • 43. FreshBridge confidential © 2010 Source : Forrester Research
  • 44. FreshBridge confidential © 2010 Perez Hilton a.k.a. Mario Lavanderia Started in 2004 Celebrity gossip website 20 – 50 (short) posts per day >$100,000 per month in ad sales
  • 45. FreshBridge confidential © 2010 1 7 Je vind iets interessant De content / het merk heeft een veel groter bereik met minder kosten – klanten gaan adveteren voor jou Je deelt het met je vrienden via Like / Share / etc Feeds zijn het nieuwe e-mail 1 2 3
  • 46. FreshBridge confidential © 2010 1 8 Feed marketing Content
  • 47. FreshBridge confidential © 2010 Nikerunning feed naar Facebook Jane Janeson
  • 48. FreshBridge confidential © 2010 Zo kan het ook 4747 Joe Johnson
  • 49. FreshBridge confidential © 2010 Stakeholders also increase exposure 48 Stake- holders Stake- holders Stake- holders Important to have interaction with stakeholders
  • 50. FreshBridge confidential © 2010 Will it Blend ? 4949 Blend Tec Revenue > 800% in 2 jaar iPhone Blender > 8.5 mln x bekeken
  • 51. FreshBridge confidential © 2010 My Starbucks idea – Share, Vote, Discuss, See 50
  • 52. FreshBridge confidential © 2010 Starbucks zorgt voor nieuwe bekers 51
  • 53. FreshBridge confidential © 2010 Starbucks Facebook > 13 mln fans July 6 – 19th 2009 280.000 Starbucks Icecream
  • 54. FreshBridge confidential © 2010 Diet Coke & Mentos 53
  • 55. FreshBridge confidential © 2010 Mentos adopts theexperiment 54
  • 56. FreshBridge confidential © 2010 55 ?
  • 57. FreshBridge confidential © 2010 The Coke Show came too late 56
  • 58. FreshBridge confidential © 2010 Coca-Cola > 12 mln fans on their Facebook pagina
  • 59. FreshBridge confidential © 2010 “Where have you had a Coke lately?” 58 It was taken from the peak of the Iztaccihuatl, Mexico's third highest mountain. [At 5,230m... you can guess why was the bottle half-full! :-)] Les Grand Montets near Mont Blanc French Alps 3275m NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS
  • 60. FreshBridge confidential © 2010 Vitamin Water s Flavor Creator… flavor creator lab environment within the vitaminwater facebook fan page 59
  • 61. FreshBridge confidential © 2010 Vitamin Water - Say hello to…connect •  black cherry-lime •  caffeine + 8 key nutrients •  By fans for fans of •  In stores in USA from 1 maart 60
  • 62. FreshBridge confidential © 2010 Ebbsfleet United – community owned
  • 63. FreshBridge confidential © 2010 Myfootballclub – Owner Ebbsfleet United
  • 64. FreshBridge confidential © 2010 Dell verkoopt $ 6,5 mln via Twitter (met outlet computers) 63
  • 65. FreshBridge confidential © 2010 Social Icecream – De digitale bel
  • 66. FreshBridge confidential © 2010 Devices are changing
  • 67. FreshBridge confidential © 2010 From 2 things 66 To 3 things
  • 68. FreshBridge confidential © 2010 67 Devices 1 Information 2 Entertainment 3 Shopping 4 ID / Ticketing 5 Connected 7 Connecting 6 8 8 8
  • 69. FreshBridge confidential © 2010 68
  • 70. FreshBridge confidential © 2010 Mobile internet has gone mainstream in 2010 8% 11% 15% 21% 27% 33% 38% 43% 2007 2008 2009 2010 2011 2012 2013 2014 Global 3G+ penetration among mobile subscribers, % Source : Morgan Stanley
  • 71. FreshBridge confidential © 2010 > 200.000 different apps in the app store 70 iPad app screenshot
  • 72. FreshBridge confidential © 2010 Most popular apps still traditional ones 71 http://www.businessinsider.com/chart-of-the-day-apps-on-mobile-os-2010-6?utm_source
  • 73. FreshBridge confidential © 2010 Angry Birds downloaded 4 mln times 72 In August it increased to 60.000 per day Angrybirds iPad app screenshot
  • 74. FreshBridge confidential © 2010 Mercedes starts test with iPad to sell cars 73
  • 75. FreshBridge confidential © 2010 74
  • 76. FreshBridge confidential © 2010 Let’s focus on kids
  • 77. FreshBridge confidential © 2010 76
  • 78. FreshBridge confidential © 2010 77 SoundTchLite iPad app screenshot
  • 79. FreshBridge confidential © 2010 78 SoundTchLite iPad app screenshot
  • 80. FreshBridge confidential © 2010 79 Toystory iPad app screenshot
  • 81. FreshBridge confidential © 2010 80 Toystory iPad app screenshot
  • 82. FreshBridge confidential © 2010 Video Video
  • 83. FreshBridge confidential © 2010 Image credits •  IMac - http://macintosh128k.com/apple_ads/imac_pm/g3imac_ad/files/rebirth2.jpg •  Sharing & Connecting - http://www.flickr.com/photos/rud-gr/3689751443/ •  Sharing all the time - http://www.flickr.com/photos/rud-gr/3690563284/in/photostream/ •  Sensor information - http://www.flickr.com/photos/28129213@N00/7267159/in/photostream/ •  Home - http://www.flickr.com/photos/59596009@N00/4490275624/sizes/z/in/photostream/ •  New York Time Square - http://www.flickr.com/photos/22240293@N05/3845692998/sizes/l/in/photostream/ •  Operating room - http://news.cnet.com/i/ne/p/photo/orf_500x426.jpg •  Sensors in contact lensen - http://spectrum.ieee.org/biomedical/bionics/augmented-reality-in-a-contact-lens/0 •  RFID on and in people - http://www.flickr.com/photos/28129213@N00/7267164/in/photostream/ •  Serverrow - http://www.colocationforless.com/images/serverRow.jpg •  Cloud - http://www.colocationforless.com/images/serverRow.jpg •  Las Vegas - http://www.flickr.com/photos/joanna8555/3916172756/ •  Dawn - http://www.flickr.com/photos/claudio_ar/3354961452/sizes/l/in/photostream/ •  Sceptical - http://www.flickr.com/photos/rcoder/375096551/sizes/l/in/photostream/ •  Embrace - http://www.flickr.com/photos/sekaino_ai/4050012990/sizes/o/in/photostream/ •  Follow - http://www.flickr.com/photos/ravedelay/2808849337/sizes/l/in/photostream/ •  Kidney - http://www.flickr.com/photos/mkmabus/3056911897/ •  Bed 1 - http://www.flickr.com/photos/martinkorben/4533698879/ •  Bed 2 - http://www.flickr.com/photos/penumbra/43244622/ •  People - http://www.flickr.com/photos/a237916/2280907234/sizes/l/in/photostream/ •  Social Media, Word of Mouth on Steriods - http://www.flickr.com/photos/dariuszka/374750916/ •  Brandcamp – http://www.skydeckcartoons.com •  Perez Hilton - http://www.flickr.com/photos/burningkarma/4127870031/sizes/l/in/photostream/ •  Mercedes iPad - http://www.ipadngravy.com/mercedes-benz-uses-the-ipad-to-sale-cars/1578/ •  Apple store - http://www.carlsbadistan.com/?p=7731 •  iPad apps – screenshots from iPad •  Baby works iPad (video) - http://www.youtube.com/watch?v=MGMsT4qNA-c 82 No copyright infringements were meant – Please contact us if there is an issue

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