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Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
Content, Community & Commerce - the why.
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Content, Community & Commerce - the why.

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Why corporations need to think Content & Community to drive Commerce.

Why corporations need to think Content & Community to drive Commerce.

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  • TomorrowlandContent + Community = CommerceExperienceGatheringConnected UGC
  • Is een tablet nog mobile tenoemen? Context van tablet? In auto? In huis? En dusblijvenkijkennaartoepassingen die het nog “mobielvriendelijkermaken”.
  • Eensmartwatch of eenbril?
  • Wearables > smartphone / tablet link Tablet / smartphone => social
  • Wearables > smartphone / tablet link Tablet / smartphone => social
  • Transcript

    • 1. Content + Community => Commerce Seminar by Comma Group.
    • 2. Welcome. I will not introduce myself.* Nor Comma Group. *But I’m not afraid of self promotion, so follow me on Twitter @vermeiretim
    • 3. I will tell you my story. to explain who I am & to show the value of Comma Group.
    • 4. Because this story demonstrates that “CMS” helps to change “marketing communication” because the world, the consumer & consequently business and marketing changed.
    • 5. So this isn’t about me. And certainly not about Comma Group. It’s about saving your business. It’s about your marketing authority. And it’s about change.
    • 6. Why is this about change management? Sales-driven Commerce Content & Community-driven
    • 7. Your Brand, the next media company.
    • 8. Why is this about change management? Content, Community, Commerce Change Management
    • 9. CHANGE MANAGEMENT Change Things. Change Technology. Change CMS.
    • 10. Content Management Solution How CMS helps in transforming marketing communication into a content and community-driven approach that positively impacts Commerce?
    • 11. Partner vendor talks later.
    • 12. First understand the “new marketing”. A tool with a fool, you know.
    • 13. Why Content & Community drive Commerce? Because everything changed. And continues to change. Failing to adapt = end of business. Failing to change marketing communication = ?
    • 14. The world changed. Consumers changed. Financing is changing. Business is changing. Marketing is changing. Communication is changing.
    • 15. How can we change? We can change like Tim did before.
    • 16. Here’s the story of Tim. Tim was a typical corporate marketer. The knowledge was in the books on his shelf. So he just did things accordingly.
    • 17. Until one day… His (office, desk!) phone rang. Straight from the management board room. Whether he would like to join the meeting.
    • 18. Arriving at the meeting … Tim’s boss didn’t seem very happy… Sales were down. Advertising flopped. Empty Event spaces.
    • 19. “This needs to change, Tim!” What’s going on? Find a solution!
    • 20. Tim had to figure out why this happened. He looked at the world and noticed things were nothing related to the wisdom in the books.
    • 21. The world had changed. There was something like the internet. And even an entire ecosystem of web and app solutions that empowered people massively.
    • 22. The consumer had changed. The empowered people are prosumers. Crowd power: get what you want from another.
    • 23. How the consumer came prosumer?
    • 24. How the consumer came prosumer?
    • 25. What defines a prosumer? • Connected • Tech-savvy • Confident, self-reliant, self-organizing • Purpose • Trust
    • 26. Their TRUST in businesses declines…
    • 27. And especially in these industries.
    • 28. How to restore trust in your firm?
    • 29. The role of ownership and money changed. The empowered people don’t require ownership. Access to a product or service when they need it.
    • 30. How ownership changed?
    • 31. How ownership changed?
    • 32. How ownership changed?
    • 33. How ownership changed?
    • 34. How ownership changed?
    • 35. How money changed?
    • 36. The role of businesses & organizations changed. Empowered people bypass traditional business.
    • 37. Bypassed by the crowd…
    • 38. Bypassed by the crowd & tech helps
    • 39. Consumer crowd as an industry? Uber app Reaction?
    • 40. Consumer crowd as an industry?
    • 41. Consumer crowd as an industry?
    • 42. Consumer crowd as an industry?
    • 43. “Sharing is Caring.” Just went through the roof. It’s THE community MANTRA.
    • 44. The role of Marketing & Communication changed. Empowered people interact differently with companies. Community-driven Marketing is a sustainable strategy for businesses.
    • 45. Communicate Community-wise.
    • 46. Communicate Community-wise.
    • 47. Communicate Community-wise.
    • 48. Live & Breathe Content & Community
    • 49. So, Tim got back to his boss. With some nerves to be honest.
    • 50. He presented his business case as “Content & Community to drive Commerce.” The 3 C’s of today’s marketing strategy.
    • 51. “Damn. Things changed. Let’s do this! Before it’s too late!” Fortunately this boss hated status quo. And yeah, he needed revenue as well.
    • 52. We Changed. Successfully. Content + Community = > Commerce. We were bought by a foreign industrial concern.
    • 53. To realize this, we altered every Marketing P. That’s right. It wasn’t just a communication thing. Digital is more than communication.
    • 54. Tim’s altered Marketing P’s. Product: SaaS instead of buy license, co-engineered Place: direct via www instead of via local resell
    • 55. Some changes in Marketing P’s. Price: use/rent instead of buy Promotion: digital communication instead of …
    • 56. The PROMOTION P is what we talk about today. Content & Community is all about Communication.
    • 57. What is Content & Community driven Commerce? “Content to the right people in a timely fashion in order to pull them towards Commerce.”
    • 58. Right time, right place, right people? Know the context!
    • 59. Context If content is king, context is queen.
    • 60. What does it mean? What is context?
    • 61. What is Context?
    • 62. Context example 1: Banners vs. Organic Search Banner Blindness: context for reception isn’t fertile. SEO: context fertile by default if people search for it themselves.
    • 63. Context example 2: Mobile & location Mobile devices are location-aware. Serve content that matches a fertile place context. iBeacons allow to serve content on a micro- location levels like e.g. in-store content.
    • 64. Context example 2: location
    • 65. Context example 2: location (& Google+)
    • 66. Context example 2: Mobile & Location
    • 67. Context example 2: Mobile & Location
    • 68. Context example 3: internet of things (cars, home) Even more context about people through the internet of things. The smart home, smart energy and smart car space in the near future.
    • 69. Context example 3: internet of things (cars, home)
    • 70. Context example 3: internet of things (cars, home) Your Smartphone / Tablet / Computer as a remote control?
    • 71. Context example 4: quantified self tech Wearable technologies allow to monitor (quantify) the physical status of a person. Insights in these parameters allows for efficient health management. Nike+ e.g. could be a quantified self tool that provides additional context to serve the community members.
    • 72. Context example 4: quantified self tech
    • 73. ATTENTION! In this “new digital space” Start-ups rule & are disruptive The crowd is disruptive via Maker Movement
    • 74. The maker movement … and why it matters?
    • 75. Context is the way to make content a pull tactic. Next to content creation, create your context. Commerce happens as Content & Context meet.
    • 76. Knowing the Context allows to service the Community through tailored and timely Content which in turn contributes to Commerce goals. How to know the Context?
    • 77. Turning the unknown into known through a digital ecosystem…
    • 78. Build a digital context… That pulls & fosters community through content…
    • 79. Build a digital context… Corporate website, brand website, campaign websites, community portals, social media, apps, …
    • 80. Build a digital context… So to “know” the people and their context.
    • 81. Allowing to present Content To the RIGHT person at exactly the right time and place when he really NEEDS it.
    • 82. So … Build a digital ecosystem…
    • 83. And get to REALLY know your communities
    • 84. And get to REALLY know your communities
    • 85. And tailor your content towards that context.
    • 86. Wow! That’s one hell of a challenge.
    • 87. CHANGE YOUR MARKETING COMMUNICATION! Technology might help!
    • 88. And we’ll let the vendors talk to you soon. But first some extra’s on Comma Group.
    • 89. Build & facilitate the digital enterprise. That’s the Comma Group goal.
    • 90. The digital enterprise exceeds marketing projects. But includes them nonetheless.
    • 91. Comma Group bridges gap between IT & Business. Precondition for successful projects.
    • 92. Comma Group is a structural partner. Compared to agencies collaborate structurally.
    • 93. Comma Group only works with best vendors. And that’s why they are here today…
    • 94. How can CMS help you to change your marketing communication? In order to build a sustainable business in this ever-changing fast-paced world of empowered people?
    • 95. SEMINAR PROGRAM EpiServer Sitecore Drupal / Acquia
    • 96. Shoot your questions after seminar or via: @vermeiretim Cpuntnu.be Commagroup.be

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