Two solutions to todays struggle for on-line attention Maton Sonnemans NMP 15. May 2008
My perspective on todays internet...
What is the essence of todays internet? consumer dominates  =  voice of the consumer decides = word of mouth
Todays challenge: be part of that word-of-mouth B C Relational B C Transactional Network B C C
How...embrace a more aggressive internet strategy From Functional release To   Emotional release
The solution to todays struggle for on-line attention?
Internet has reinvented and reinforced the potential of storytelling
Five ingredients for authentic and succesfull internet storytelling Connected Creative Authentic Activating Involving
Connected...driven by true insights
Creative...dare to be different
Authentic...is it really you
Activating...is it thrilling and a real experience
Involving...involve & allow consumers inside company boundaries
Introduction of co-creation Co-creation is an open, ongoing collaboration between companies  and consumers to define and c...
VODW Co-creation model: 5 levels to involve your consumers
1. Selector: Buzzer <ul><ul><li>Buzzer performs structured word of mouth campaigns. </li></ul></ul><ul><ul><li>A buzzer ge...
2. Personaliser: Postbank card  <ul><ul><li>On postbank.nl, consumers can develop their own bank card by uploading a perso...
3. Inspirator: Mona Pimp my pudding <ul><ul><li>Mona gives consumers the opportunity to develop their own desserts. </li><...
4. Participant: BMW, Connected Drive <ul><ul><li>Consumers were invited to participate in the development of telematics, o...
5. Creator: Lego Factory <ul><ul><li>People can design their own models and are encouraged to think about new colours and ...
<ul><li>Understand what the consumer perception of value is. </li></ul><ul><li>Interact frequently - be open and honest. <...
Next: The UPC Case, pioneer in webcare
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Two solutions to todays struggle for on-line attention

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Maton Sonnemans, VODW Marketing, Nieuw Marketing Peil, Leusden, 15 mei 2008

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  • Two solutions to todays struggle for on-line attention

    1. 1. Two solutions to todays struggle for on-line attention Maton Sonnemans NMP 15. May 2008
    2. 2. My perspective on todays internet...
    3. 3. What is the essence of todays internet? consumer dominates = voice of the consumer decides = word of mouth
    4. 4. Todays challenge: be part of that word-of-mouth B C Relational B C Transactional Network B C C
    5. 5. How...embrace a more aggressive internet strategy From Functional release To Emotional release
    6. 6. The solution to todays struggle for on-line attention?
    7. 7. Internet has reinvented and reinforced the potential of storytelling
    8. 8. Five ingredients for authentic and succesfull internet storytelling Connected Creative Authentic Activating Involving
    9. 9. Connected...driven by true insights
    10. 10. Creative...dare to be different
    11. 11. Authentic...is it really you
    12. 12. Activating...is it thrilling and a real experience
    13. 13. Involving...involve & allow consumers inside company boundaries
    14. 14. Introduction of co-creation Co-creation is an open, ongoing collaboration between companies and consumers to define and create products, services, experiences, ideas and information.
    15. 15. VODW Co-creation model: 5 levels to involve your consumers
    16. 16. 1. Selector: Buzzer <ul><ul><li>Buzzer performs structured word of mouth campaigns. </li></ul></ul><ul><ul><li>A buzzer gets new products which he shares with his friends for free. </li></ul></ul><ul><ul><li>The buzzers then give feedback on these products to the company. </li></ul></ul><ul><ul><li>Method: word of mouth. </li></ul></ul><ul><ul><li>Participants: select group of curious, social people. </li></ul></ul>
    17. 17. 2. Personaliser: Postbank card <ul><ul><li>On postbank.nl, consumers can develop their own bank card by uploading a personal photo. </li></ul></ul><ul><ul><li>This card will then be sent to the consumer for a small fee. </li></ul></ul><ul><ul><li>Method: online configuration. </li></ul></ul><ul><ul><li>Participants: all Postbank consumers. </li></ul></ul>
    18. 18. 3. Inspirator: Mona Pimp my pudding <ul><ul><li>Mona gives consumers the opportunity to develop their own desserts. </li></ul></ul><ul><ul><li>Consumers can select pudding taste, sauce and toppings. </li></ul></ul><ul><ul><li>Every month, the best idea is taken into production. </li></ul></ul><ul><ul><li>Method: online configuration. </li></ul></ul><ul><ul><li>Participants: all internet users. </li></ul></ul>
    19. 19. 4. Participant: BMW, Connected Drive <ul><ul><li>Consumers were invited to participate in the development of telematics, online services and driver assistance systems. </li></ul></ul><ul><ul><li>Participants were offered an online tool-kit, helping them to develop ideas. </li></ul></ul><ul><ul><li>20 winners were invited to meet the engineers of BMW in Munich. </li></ul></ul><ul><ul><li>Method: online configuration. </li></ul></ul><ul><ul><li>Participants: all internet users. </li></ul></ul>
    20. 20. 5. Creator: Lego Factory <ul><ul><li>People can design their own models and are encouraged to think about new colours and shapes. </li></ul></ul><ul><ul><li>Easy to use, free downloadable software is there to help them. </li></ul></ul><ul><ul><li>Visitors of the online factory can vote for designs. The best rated models are produced and sold. </li></ul></ul><ul><ul><li>Method: online configuration. </li></ul></ul><ul><ul><li>Participants: all internet users. </li></ul></ul>
    21. 21. <ul><li>Understand what the consumer perception of value is. </li></ul><ul><li>Interact frequently - be open and honest. </li></ul><ul><li>Sound like yourself and admit mistakes. It's okay to say “I don't know.” </li></ul><ul><li>Encourage conversation between consumers. </li></ul><ul><li>Find your advocates and invite them inside. </li></ul><ul><li>Participate - you get what you give. </li></ul><ul><li>Inspire - don't ‘manage’ your community. </li></ul><ul><li>Don't sell - show passion and share passion. </li></ul>Co-creation Do's en Don'ts
    22. 22. Next: The UPC Case, pioneer in webcare

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