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INHOLLAND Workshop Internet & Marketing

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Workshop for the minor digital world @ INHOLLAND Rotterdam (session 1)

Workshop for the minor digital world @ INHOLLAND Rotterdam (session 1)

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  • 1. Workshop Internet & Marketing 5 march 2008 Ayman van Bregt
  • 2. Who am i?
    • Study Marketing (Commerciële Economie)
    • Crossroad of marketing & communication | internet & new media | entrepeneurship & innovation
    • Independent Concept developer, Consultant Internet & New Media (Ayman || Inspiratie | Innovatie | Realisatie)
    • Teacher Marketing at Rotterdam University (Media aan de Maas, parttime)
  • 3. Agenda
    • Marketing & Internet
      • Marketing definitions
      • SEO
      • E-mail marketing
      • Viral marketing
    • User in control
      • Web 2.0
      • Social software
      • User Generated Content
    • New screens
      • Google
      • Mobile
      • MSN
      • Widgets / Gadgets
    • Experience Economy
  • 4. Marketing & Internet
  • 5. Marketing definitions
  • 6. Marketing definitions
    • Marketing is about:
      • P’s
      • Customers
  • 7. Marketing definitions
    • Marketing is about:
    • Making sales unnecessary. Marketing has as a goal to know the customer so well that the product or service has such a good fit that it sells itself.
    • “ Peter Drucker”
  • 8. Marketing definitions
    • New Marketing is about creating purple cows :
  • 9. Marketing definitions
    • Impact on PLC and Mass Marketing
  • 10.  
  • 11. SEO
    • Search Engine Optimization is about attracting more and traffic and qualified leads to your website from search engines
      • On-site optimization
        • Text
        • Coding
        • Architecture
      • Off-site optimization
        • Linkbuilding
        • Metatags
        • Domain
        • Paid advertising (Adwords – Ouverture)
  • 12. SEO
  • 13. E-mail marketing
  • 14. E-mail marketing
    • Why E-mail marketing?
      • Low cost per contact
      • Fast medium
      • Response measurable
      • Personalization
      • Low entry level
      • Interactivity through clickable links
    • Do’s
      • Opt-in
      • Subjectline
      • Attractive lay-out
      • Measure and analyze
  • 15. Viral marketing
  • 16. Viral marketing
    • Essence of viral marketing
  • 17.
    • Do’s
    • Show interest in the target audience to set the right tone of voice
    • Deliver what you promise
    • To measure is to know.
    • Use expertise
    • Be creative and authentic
    Viral marketing
    • Dont’s
    • Make it easy to forward films or links so no heavy files or too much info to fill in.
    • Don’t be too carefull, a good viral is extreme
  • 18. User in control
  • 19.  
  • 20. Web 2.0
  • 21.
    • "Web 2.0 is a marketing concept used by venture capitalists and conference promoters to try to call another bubble into existence“
    • Dave Winer
    Web 2.0
  • 22.
    • "Web 2.0 is an architecture of participation" -- a constellation made up of links between web applications that rival desktop applications, the blog publishing revolution and self-service advertising. This architecture is based on social software where users generate content, rather than simply consume it , and on open programming interfaces
    Web 2.0
    • that let developers add to a web service or get at data. It is an arena where the web rather than the desktop is the dominant platform, and organization appears
    • spontaneously through the actions of the group, for example, in the creation of folksonomies created through tagging.“
    • Tim O'Reilly
  • 23.
    • “ Web 2.0 is a group of economically, socially, and
    • technologically driven changes in attitudes, tools, and applications that are allowing the Web to become the next platform for communication, collaboration, community, and cumulative learning.”
    • Troy Angrignon
    Web 2.0
    • Collaboration
    • Conversation
    • Community
    • Connection
    • Content Creation
    • Cumulative Learning
    • Collective Intelligence
    • Change of scale
    • Core values
    • Cheap and Fast
  • 24. Social software
  • 25. Social software
    • Definition:
    • Software that facilitates interaction between people in the digital world. The software helps creating virtual relations and communities.
  • 26.
    • Myspace is a personal friends community
    • Biggest website of the US with over 100 million users
    • A specific focus on sharing music
    Social Software
  • 27.
    • Hyves is the Dutch Myspace vriendencommunity
    • Biggest website of the Netherlands with over 4 million members
    Social Software
  • 28.
    • Xing (previously called OpenBC) started in Germany
    • Focussed on business networking, generating business and vacancies
    • Over 4 million members worldwide
    • Exists since 2004
    Social Software
  • 29.
    • Linkedin is a US company
    • Focussed on business networking and vacancies
    • Over 11 million members
    • Exists since 2003
    Social Software
  • 30.
    • Habbo Hotel comes from Finland
    • Virtuele playing world
    • Ali B, ONM have been in Habbo NL amongst others
    • Habbo exists since 2000 and has worldwide over 7 million users
    Social Software
  • 31.
    • Second Life is a US company
    • Virtual playing world without rules
    • BBC, Duran Duran, U2 e.g. were in SL
    • Adidas, American Apparel, Bruna, ABN Amro have shops in SL
    • 507.000 active users from which about 17.000 Dutch people
    Social Software
  • 32. User Generated Content
  • 33. User Generated Content
  • 34.
    • Flabber (2.100.000 visitors & 71.000 users)
    • Geenstijl (1.600.000 visitors & 32.000 users)
    • Fok (700.000 visitors
    • & 85.000 users)
    • VK-mag (500.000 visitors & 43.000 users)
    • Retecool (350.000 visitors
    • Estimations are from february 2007
    User Generated Content
    • Talpa had spended €20 million after 1 year with the goal to reach a recall of 80%.
    • Resultaat na 1 jaar:
    • 300.000 unique visitors
    • The gross spendings of Talpa:
    • € 5 million in Journals
    • € 1,5 million in magazines
    • € 3,5 million on the radio
    • € 4 million on out of home
    • € 6,5 million on tv commercials
  • 35.
    • On top of news
    • Big audience
    • Hard to control but when it’s succesfull lots of eyeballs
    • Read some blogs
    • (professionally or target audience related)
    • Use a blog search engine
    User Generated Content
  • 36. New screens
  • 37.  
  • 38.  
  • 39.
    • Search engine
    • (internal & external
    • GMail
    • Instant Messaging (GTalk)
    • Video (Google Video)
    • Foto (Picasa)
    • Geografie (Maps & Earth)
    • Office
    Google
  • 40.
    • What is Google Earth?
    • “ Users can add pictures, text and animation. Google Earth is like a webbrowser for geographic information.
    • Chikai Ohazama
    • Head of Google Earth
    Google
  • 41.  
  • 42.  
  • 43.  
  • 44.
    • A mashup is a combination of data from several sources. Often is a mashup a website that’s the result of combining Google maps with another source.
    Google Mashups
  • 45. Mobile
  • 46.
    • The TV channel CBS sends people walking by commercial space at the NY Grand Central Station through bluetooth short clips with new series like CSI and Jericho for free. Travellers are requested to switch on their bluetooth on their pda or cellular phone.
    Mobile
  • 47. Mobile
  • 48.
    • But mobile marketing continues also without the cellphone…
    Mobile
  • 49.
    • Mobile marketing with interaction…
    Mobile
  • 50. MSN
  • 51.
    • First succesfull company since 1996 is ICQ (I Seek You)
    • MSN Messenger started in 1999
    • 140 million MSN users worldwide (The Netherlands 5 million)
    • Functionalities:
      • Chats
      • Webcam
      • Voice
      • Muzic, pictures etc.
      • Activities / Games
    MSN
  • 52.
    • MSN-bot is a chatbuddy that is programmed to respond to your answers
    MSN
  • 53. Widgets
  • 54.
    • Widgets are small programs with a simple task.
    • E.g.: Showing the time, the weather etc.
    • You can place them on your desktop.
    Widgets / Gadgets
  • 55. Experience Economy
  • 56. Experience Economy Commodities Goods Services Experiences The coffee progression, Pine & Gilmore
  • 57.
    • Agricultural age
      • Primary focus (traditional, primitive)
    • Industrial age
      • Product focus
    • Information age
      • Process focus
    • Experience age
      • Experience focus
    Experience Economy
  • 58.
    • Empowering
    • Authenticity
    • Exhibisionism
    • Individualism
    • Multitasking / multidevicing
    Experience Economy
  • 59. The art of media…. Customer Viral marketing MSN … logs Mobile marketing ??? Analogue communication Social software Google goodies
  • 60. The art of new marketing Content must be applicable for representation on any device at any time Content needs to be distributed through every network to reach the end user Consumers don’t care who’s there connector as long as they’re online Consumenten using several devices at any time and any place.
  • 61.
    • [email_address]
    • www.ayman.nl/blog
    • Next course: 19-03-08 Entrepreneurship & Internet
    • Slides available at http://www.slideshare.net/avanbregt
    Contact