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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: ...

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

  • Hunting & FarmingTactics for online consumer interaction. Jeroen Hey-den-dael @jeroenpaco
  • Connected Identity Openness Attention LearningYou, everything. Your brand. Your organisation. Getting focus. Remain agile.
  • 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. ? ? ? Smartphone Facebook Smart TV LinkedIn TwitterTablet Devices MediaLaptop Apple Pinterest Game console Website Smartwatch Platforms App Voice Light bulbs Google Microsoft
  • 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 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
  • 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 offer you a 10% discount. Via @polledemaagt
  • “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 Client Client employee Brand Potential Client employee client Potential Potential Client client client
  • + 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
  • 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 eBusiness Website & MyCompany Customer ServiceThe hub that monitors, collects, distributes and gives general service M&C New campaigns & feedback Management Team General & Strategy
  • So part of our job is to build organisations and train people ...... into social businesses, a conversation company & conversation managers.
  • 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 Funny Geo-relevant Sexual Shocking Visual striking
  • 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/tinke/
  • 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.
  • 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 www.twitter.com/jeroenpaco @jeroenpaco Not so cool. Cool.
  • An agile organisation is the key.
  • Process1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure 6. Optimise & Evolve Inspired by Huge
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • A feedback loop on a mobile device:consumers expect more and a faster response! Joos Luteijn, Manager E-Business Oxxio
  • "The easiest way to get 1 million peoplepaying is to get 1 billion people playing." Phil Libin, CEO Evernote Via @danijelbonacic
  • 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 preserve this relation.” Focus Sales & Service Media OptimizationAttention Devices Consumer goal Brand Multi Brand ID & habits goal & habits channel Platform ConversationRelevant Learning @jeroenpaco
  • What does this mean for you?
  • 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
  • "What’s the ROI of your mother?" Gary Vaynerchuck http://www.youtube.com/watch?v=lcqCAqZtedI
  • Jeroen Heydendael @jeroenpaco @jeroenpaco /JeroenHeydendael /heydendael jeroen.heydendael@tamtam.nl