Fresh Bridge
A new marketing agency



        New Marketing - Part 2

                  

            How do you 

      ...
We are connecting with more people &
groups offering us new possibilities and
friends




                                ...
The Internet / social networks allow us to
move beyond Dunbar’s rule




                                   22
Many organizations are only broadcasting




    Organisations




                                  3
                   ...
14 %
Marketing to the Social Web, Larry Weber
                                           4
                               ...
People are interacting

                     •  Sharing 

                     •  Helping

                     •  Coming ...
90 %
Nielsen Global Online Consumer Survey

                                        6
                                    ...
Social Media is
Word of Mouth
  on Steriods


     Gary Vaynerchuk
3x
Harvard Business Review
                          8
So who is your
    best
 ambassador?
             10
11
12
Great!

But how?
           13
1      Identify Customers

2             Listen

3       Engage & Interact

4        React / Adapt

5
          Sell / Con...
1          Identify Customers

    •  Primary customer group / segment

    •  Secondary customer groups / segments

    •...
1          Identify Customers

    Customer information:
    •  Insights

    •  Profiles

    •  Key data

    •  Orientat...
17
Google Alerts




                 18
Search.Twitter.com




                      19
Tweetdeck - search




                      20
Technorati – Blog search




                            21
Google blog search




                      22
Forums - Borstenforum




                         23
Linkedin groups




                   24
Linkedin groups




                   25
26
Radian6 -dashboard
TraceBuzz e-mails




                     28
3              Engage & Interact

    Bring it to you consumers
    •  Help

    •  Answer questions

    •  Advise

    •...
Set up your own Blog




                        30
31
Seth’s Blog on Twitter




                          32
33
Helping your consumers
It’s all about
creating content
   people care
       about
               35
Starbucks Facebook > 13 mln fans

                            July 6 – 19th 2009
                                 280.000
...
Where have you had a Coke lately? 




It was taken from the peak of the Iztaccihuatl, Mexico's third highest mountain. [A...
Vitamin Water - Say hello to…connect



                      •  black cherry-lime
                      •  caffeine + 8 k...
4               React / Adapt

    Improve 
    •  Products

    •  Communication

    •  Sales process

    •  Customer l...
Starbucks listens to customer and brings
more sizes




                                      40
My Starbucks idea – Share, Vote, Discuss,
See




                                   41
5
    Sell / Convert




                      This is
                     what it’s
                     all about
But it doesn’t
 stop here…
1      Identify Customers

 Continue      2            Listen


building the   3      Engage & Interact



relationship
  ...
And not just
  online…
Thanks !
                    Feel free to contact me

Roderick Cremers
roderick@freshbridge.nl
@cremers
                  ...
Roderick Cremers
•    Founder Fresh Bridge Marketing
•    Founder OurWine.nl
•    10 years KPN
      •    Mobile
      •  ...
Image Credits

•    Websites screenshots from websites
•    People 1 - http://www.cs.rochester.edu/research/vision/people/...
New Marketing   Part II
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New Marketing Part II - how do you deal with the changes?

changes,future,impact,marketing,new,people,trends, social media, relationships, sensors, connecting

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New Marketing Part II

  1. 1. Fresh Bridge A new marketing agency New Marketing - Part 2
 
 How do you 
 deal with this? Roderick Cremers roderick@freshbridge.nl @cremers www.FreshBridge.nl +31 6 51 821 045 © 2010
  2. 2. We are connecting with more people & groups offering us new possibilities and friends 1
  3. 3. The Internet / social networks allow us to move beyond Dunbar’s rule 22
  4. 4. Many organizations are only broadcasting Organisations 3
  5. 5. 14 % Marketing to the Social Web, Larry Weber 4
  6. 6. People are interacting •  Sharing •  Helping •  Coming together •  Exchanging •  Enjoying •  Connecting •  Giving 5 5
  7. 7. 90 % Nielsen Global Online Consumer Survey 6
  8. 8. Social Media is Word of Mouth on Steriods Gary Vaynerchuk
  9. 9. 3x Harvard Business Review 8
  10. 10. So who is your best ambassador? 10
  11. 11. 11
  12. 12. 12
  13. 13. Great! But how? 13
  14. 14. 1 Identify Customers 2 Listen 3 Engage & Interact 4 React / Adapt 5 Sell / Convert Building a relationship
  15. 15. 1 Identify Customers •  Primary customer group / segment •  Secondary customer groups / segments •  Influencers •  Stakeholders •  3rd parties •  Insights •  Key data •  Orientation 15 •  Buying process
  16. 16. 1 Identify Customers Customer information: •  Insights •  Profiles •  Key data •  Orientation •  Buying process •  Using 16
  17. 17. 17
  18. 18. Google Alerts 18
  19. 19. Search.Twitter.com 19
  20. 20. Tweetdeck - search 20
  21. 21. Technorati – Blog search 21
  22. 22. Google blog search 22
  23. 23. Forums - Borstenforum 23
  24. 24. Linkedin groups 24
  25. 25. Linkedin groups 25
  26. 26. 26
  27. 27. Radian6 -dashboard
  28. 28. TraceBuzz e-mails 28
  29. 29. 3 Engage & Interact Bring it to you consumers •  Help •  Answer questions •  Advise •  Publish •  Give people something to share 29
  30. 30. Set up your own Blog 30
  31. 31. 31
  32. 32. Seth’s Blog on Twitter 32
  33. 33. 33
  34. 34. Helping your consumers
  35. 35. It’s all about creating content people care about 35
  36. 36. Starbucks Facebook > 13 mln fans July 6 – 19th 2009 280.000 Starbucks Icecream
  37. 37. Where have you had a Coke lately? 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 37
  38. 38. Vitamin Water - Say hello to…connect •  black cherry-lime •  caffeine + 8 key nutrients •  Made by fans for fans of •  in store in USA on March 1st
  39. 39. 4 React / Adapt Improve •  Products •  Communication •  Sales process •  Customer lifecycle 39
  40. 40. Starbucks listens to customer and brings more sizes 40
  41. 41. My Starbucks idea – Share, Vote, Discuss, See 41
  42. 42. 5 Sell / Convert This is what it’s all about
  43. 43. But it doesn’t stop here…
  44. 44. 1 Identify Customers Continue 2 Listen building the 3 Engage & Interact relationship 4 React / Adapt 5 Sell / Convert Building a relationship
  45. 45. And not just online…
  46. 46. Thanks ! Feel free to contact me Roderick Cremers roderick@freshbridge.nl @cremers www.FreshBridge.nl +31 6 51 821 045 © 2010
  47. 47. Roderick Cremers •  Founder Fresh Bridge Marketing •  Founder OurWine.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) 4747
  48. 48. Image Credits •  Websites screenshots from websites •  People 1 - http://www.cs.rochester.edu/research/vision/people/ •  People 2 - http://www.dfas.mil/careers/acareeratdfas/comminvolv.html •  People 3 - http://incomeseekers.webs.com/happy-business-people-standing- thumb6524476.jpg •  People 4 - http://www.marketingandpromotion.org/images/Business%20People %203.png •  People 5 - http://www.publicvoid.dk/content/binary/WindowsLiveWriter/ CommunityBackChannel_AFA7/Community-People_thumb.png •  Officebuilding - http://www.flickr.com/photos/salmiakki/2089024191/sizes/z/in/ photostream/ •  Money - http://www.flickr.com/photos/scris/2979032807/sizes/o/in/photostream/ 48
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