Hunting & FarmingTactics for online consumer interaction.               Jeroen Hey-den-dael                   @jeroenpaco
Connected          Identity      Openness             Attention         LearningYou, everything.   Your brand.   Your orga...
What was this called when it was for sale?                                             Via @jesuispie
We think in terms of what we already know.                                             Via @jesuispie
ConnectedYou, everything.
In the beginning there was you...
... and your iPhone.
It came with a lot of stuff ...
... so you could do without these ...
... and Apple brought you more.
The coolest thing is integration.
But, there’s more!
So, lot’s of influential factors.                                      ?                        ?                    ?    ...
Lot’s of target groups and the marketeers’ ego.            “We want an awesome app!”
There are two sides to every coin. Consumer goal          Brand    & habits         goal & habits
Via free13k.com
Identity   Your brand.
Is your brand hip like her?
No? So like this guy?
Or with his charm?
So, a brand as a person? Does that work?
OK, Apple had Steve.
Brands talk like real people                               www.v3im.com/...
Not really....           +What friends say                                                                  Video reviews ...
The Joneses on influencer marketing.        In the live presentation I’ll show the trailer. Check it on youtu.be/n2Y3GoN2PGw
Now 20% discount on all flights to Oslo!                       Via @polledemaagt
We know you, and we feel you really need to see the    Northern Lights at least once in your life.          Thats why we o...
“To inspire and nurture the human spirit.      One person, one cup and one        neighborhood at a time.”
If you removed the Starbucks logo from thebuilding, would you still know where to go?
Also, what about the Starbucks feeling online?
Even with bad news, brand identity matters.
Openness Your organisation.
“Co-creation, customer interaction?”Closed                 Transparent              Open
The legend of KachiWachi 46.251 messages posted since 2006                                     Laurence Buchanan
A brand is a community made of employees,    customers and potential customers.           Brand                       Clie...
+    http://www.marmarati.org/                                            Consumer Panel               Crowdsourcing      ...
Webcare works.
Fans are like eggs:you have to hatch themOr hunting vs. farming
"If you’re nog paying for it, you’re the          product being sold."
Sales                                                      Opportunities                                                  ...
So part of our job is to build    organisations and train people ...... into social businesses, a conversation company & c...
AttentionGetting focus.
Some of my brand interaction during the40 minutes after I woke up this morning.
These are just a selection. And often I’mdoing several things at the same time...
Make sure you get my attention somehow.                    From a friend                 Location       Relevant          ...
Then keep focus until thecommon goal is achieved.
So, no websites with a lot of clutter:        as it will cost you.
Help people keep focus,(but for a better purpose).
Content or experience?In the live presentation I’ll show a screencast. Check the real thing at http://www.zensorium.com/ti...
See what’s different...   Storytelling             Parallax scrolling                Screenwide photo’s                   ...
And: convert.
LearnRemain agile.
Same identity & values. Adaptive appearance.
Time & experience counts.Not so cool.                               Cool.
Time & experience counts.http://www.twitter.com/jeroenpaco         twitter.com/jeroenpaco           @jeroenpaco           ...
An agile organisation is the key.
Process1. Explore   2. Strategy & Roadmap   3. Concept       4. Design & Implementation   5. Measure                      ...
Explore                             Understand the business, your market and customers.                                   ...
Strategy & Roadmap                                      Goals, target groups & personas.                                  ...
Concept                               Produce a tangible approach to engage customers.                    A concept can be...
Design & Implementation                                       Interaction design & visual design.                         ...
Measure                       Configure Google Analytics and Social Media Monitoring tools based                           ...
Optimise & Evolve.                                   Understanding customer behavior in detail.                           ...
A feedback loop on a mobile device:consumers expect more and a faster response!            Joos Luteijn, Manager E-Busines...
"The easiest way to get 1 million peoplepaying is to get 1 billion people playing."               Phil Libin, CEO Evernote...
So what does this mean for online business?Connected   Identity   Openness   Attention   Learning
nus        Business todaybo          Wrap up & discussion.
"Business today is engaging with your customers            with an innate relation and being agile enough to              ...
What does this mean for you?
The right mix of left and right brain.    Analyse online media &                                                          ...
"What’s the ROI of your mother?"           Gary Vaynerchuck                               http://www.youtube.com/watch?v=l...
Jeroen Heydendael                @jeroenpaco  @jeroenpaco   /JeroenHeydendael   /heydendael   jeroen.heydendael@tamtam.nl
Guest Lecture VU University, Course Consumer Behaviour & Marketing Communication 2.0, Jeroen Heydendael, Tam Tam
Guest Lecture VU University, Course Consumer Behaviour & Marketing Communication 2.0, Jeroen Heydendael, Tam Tam
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Guest Lecture VU University, Course Consumer Behaviour & Marketing Communication 2.0, Jeroen Heydendael, Tam Tam

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Guest Lectures at the VU University. Themes:

- Connected life: medium, devices & platforms.
- Identity: brands, paid/owned/earned media, brand design.
- Openness: transparent vs open organisation. How & why.
- Attention: how to get it, how to maintain it & convert.
- Learn: time counts in branding. Create an agile marketing organisation.
- Discussion: what does this mean for you (as a student and potential marketeer).

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Guest Lecture VU University, Course Consumer Behaviour & Marketing Communication 2.0, Jeroen Heydendael, Tam Tam

  1. 1. Hunting & FarmingTactics for online consumer interaction. Jeroen Hey-den-dael @jeroenpaco
  2. 2. Connected Identity Openness Attention LearningYou, everything. Your brand. Your organisation. Getting focus. Remain agile.
  3. 3. What was this called when it was for sale? Via @jesuispie
  4. 4. We think in terms of what we already know. Via @jesuispie
  5. 5. ConnectedYou, everything.
  6. 6. In the beginning there was you...
  7. 7. ... and your iPhone.
  8. 8. It came with a lot of stuff ...
  9. 9. ... so you could do without these ...
  10. 10. ... and Apple brought you more.
  11. 11. The coolest thing is integration.
  12. 12. But, there’s more!
  13. 13. So, lot’s of influential factors. ? ? ? Smartphone Facebook Smart TV LinkedIn TwitterTablet Devices MediaLaptop Apple Pinterest Game console Website Smartwatch Platforms App Voice Light bulbs Google Microsoft
  14. 14. Lot’s of target groups and the marketeers’ ego. “We want an awesome app!”
  15. 15. There are two sides to every coin. Consumer goal Brand & habits goal & habits
  16. 16. Via free13k.com
  17. 17. Identity Your brand.
  18. 18. Is your brand hip like her?
  19. 19. No? So like this guy?
  20. 20. Or with his charm?
  21. 21. So, a brand as a person? Does that work?
  22. 22. OK, Apple had Steve.
  23. 23. Brands talk like real people www.v3im.com/...
  24. 24. Not really.... +What friends say Video reviews Customer ratings Own Earned community own blog Facebook TwitterInfluence on Blogs / reviews consumers Owned Press releases YouTube Own website Google Ads channel Banners Paid e-mailing SEO SEA Facebook AdvertsWhat brands say - + Full control Control over content Some influence - Theory of Reasoned action Inspired by Starbucks
  25. 25. The Joneses on influencer marketing. In the live presentation I’ll show the trailer. Check it on youtu.be/n2Y3GoN2PGw
  26. 26. Now 20% discount on all flights to Oslo! Via @polledemaagt
  27. 27. We know you, and we feel you really need to see the Northern Lights at least once in your life. Thats why we offer you a 10% discount. Via @polledemaagt
  28. 28. “To inspire and nurture the human spirit. One person, one cup and one neighborhood at a time.”
  29. 29. If you removed the Starbucks logo from thebuilding, would you still know where to go?
  30. 30. Also, what about the Starbucks feeling online?
  31. 31. Even with bad news, brand identity matters.
  32. 32. Openness Your organisation.
  33. 33. “Co-creation, customer interaction?”Closed Transparent Open
  34. 34. The legend of KachiWachi 46.251 messages posted since 2006 Laurence Buchanan
  35. 35. A brand is a community made of employees, customers and potential customers. Brand Client Client employee Brand Potential Client employee client Potential Potential Client client client
  36. 36. + http://www.marmarati.org/ Consumer Panel Crowdsourcing Reach - Sales + Webcare - Marketing95% of queries answered within 60 minutes. http://youtu.be/TXK3Z4JC8S8 - Structural Collaboration / Engagement Original idea Steven van Belleghem
  37. 37. Webcare works.
  38. 38. Fans are like eggs:you have to hatch themOr hunting vs. farming
  39. 39. "If you’re nog paying for it, you’re the product being sold."
  40. 40. Sales Opportunities eBusiness Website & MyCompany Customer ServiceThe hub that monitors, collects, distributes and gives general service M&C New campaigns & feedback Management Team General & Strategy
  41. 41. So part of our job is to build organisations and train people ...... into social businesses, a conversation company & conversation managers.
  42. 42. AttentionGetting focus.
  43. 43. Some of my brand interaction during the40 minutes after I woke up this morning.
  44. 44. These are just a selection. And often I’mdoing several things at the same time...
  45. 45. Make sure you get my attention somehow. From a friend Location Relevant Funny Geo-relevant Sexual Shocking Visual striking
  46. 46. Then keep focus until thecommon goal is achieved.
  47. 47. So, no websites with a lot of clutter: as it will cost you.
  48. 48. Help people keep focus,(but for a better purpose).
  49. 49. Content or experience?In the live presentation I’ll show a screencast. Check the real thing at http://www.zensorium.com/tinke/
  50. 50. See what’s different... Storytelling Parallax scrolling Screenwide photo’s Big iconsProduct tour & features. Practical way for storytelling. What’s a story without an image? Most important chapters of your story.
  51. 51. And: convert.
  52. 52. LearnRemain agile.
  53. 53. Same identity & values. Adaptive appearance.
  54. 54. Time & experience counts.Not so cool. Cool.
  55. 55. Time & experience counts.http://www.twitter.com/jeroenpaco twitter.com/jeroenpaco @jeroenpaco www.twitter.com/jeroenpaco @jeroenpaco Not so cool. Cool.
  56. 56. An agile organisation is the key.
  57. 57. Process1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure 6. Optimise & Evolve Inspired by Huge
  58. 58. Explore Understand the business, your market and customers. What is the current strategy ? What is their current media (online eco system). Relevant (online) trends in your market. Desk research and test your online customer touchpoints.1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure 6. Optimise & Evolve Inspired by Huge
  59. 59. Strategy & Roadmap Goals, target groups & personas. Strengths & weaknesses. Online identity & customer pledge. Strategic themes. Make priorities & define a roadmap. Definition of funnels and KPI’s.1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure 6. Optimise & Evolve Inspired by Huge
  60. 60. Concept Produce a tangible approach to engage customers. A concept can be focused on a specific medium/device or can be an overall concept for a customer approach. We brainstorm with you and test our ideas to the common goal of you and your customers.1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure 6. Optimise & Evolve Inspired by Huge
  61. 61. Design & Implementation Interaction design & visual design. Programming websites & apps. Production of (social) campaigns. Production of content: text, infographics, visuals & videos. Webcare & conversation1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure 6. Optimise & Evolve Inspired by Huge
  62. 62. Measure Configure Google Analytics and Social Media Monitoring tools based on previous defined funnels and KPI’s. Publish management information on online dashboards and produce management reports with a focus on media and business goals. Implement and configure optimisation tools like Visual Website Optimizer.1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure 6. Optimise & Evolve Inspired by Huge
  63. 63. Optimise & Evolve. Understanding customer behavior in detail. Continous testing of media e.g. A/B-testing. Improvements can be on three levels: strategic, conceptual or on media. Informatie aanvraag1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure 6. Optimise & Evolve Inspired by Huge
  64. 64. A feedback loop on a mobile device:consumers expect more and a faster response! Joos Luteijn, Manager E-Business Oxxio
  65. 65. "The easiest way to get 1 million peoplepaying is to get 1 billion people playing." Phil Libin, CEO Evernote Via @danijelbonacic
  66. 66. So what does this mean for online business?Connected Identity Openness Attention Learning
  67. 67. nus Business todaybo Wrap up & discussion.
  68. 68. "Business today is engaging with your customers with an innate relation and being agile enough to preserve this relation.” Focus Sales & Service Media OptimizationAttention Devices Consumer goal Brand Multi Brand ID & habits goal & habits channel Platform ConversationRelevant Learning @jeroenpaco
  69. 69. What does this mean for you?
  70. 70. The right mix of left and right brain. Analyse online media & Empathic & innate optimisation Feeling for marketing & customerChannel management experience Know online media Feeling for design & interaction Online techniques Creative Vision Passion & Fun Organizational change
  71. 71. "What’s the ROI of your mother?" Gary Vaynerchuck http://www.youtube.com/watch?v=lcqCAqZtedI
  72. 72. Jeroen Heydendael @jeroenpaco @jeroenpaco /JeroenHeydendael /heydendael jeroen.heydendael@tamtam.nl

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