Workshop Internet & Marketing 5 march 2008 Ayman van Bregt

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)

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)

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

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

Marketing & Internet

Marketing definitions

Marketing definitions Marketing is about: P’s Customers …

Marketing is about:

P’s

Customers

…

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”

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”

Marketing definitions New Marketing is about creating purple cows :

New Marketing is about creating purple cows :

Marketing definitions Impact on PLC and Mass Marketing

Impact on PLC and Mass Marketing

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)

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)

SEO

E-mail marketing

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

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

Viral marketing

Viral marketing Essence of viral marketing

Essence of viral marketing

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

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

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

User in control

Web 2.0

"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

"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 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

"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

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

“ 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

“ 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

Collaboration

Conversation

Community

Connection

Content Creation

Cumulative Learning

Collective Intelligence

Change of scale

Core values

Cheap and Fast

Social software

Social software Definition: Software that facilitates interaction between people in the digital world. The software helps creating virtual relations and communities.

Definition:

Software that facilitates interaction between people in the digital world. The software helps creating virtual relations and communities.

Myspace is a personal friends community Biggest website of the US with over 100 million users A specific focus on sharing music Social Software

Myspace is a personal friends community

Biggest website of the US with over 100 million users

A specific focus on sharing music

Hyves is the Dutch Myspace vriendencommunity Biggest website of the Netherlands with over 4 million members Social Software

Hyves is the Dutch Myspace vriendencommunity

Biggest website of the Netherlands with over 4 million members

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

Xing (previously called OpenBC) started in Germany

Focussed on business networking, generating business and vacancies

Over 4 million members worldwide

Exists since 2004

Linkedin is a US company Focussed on business networking and vacancies Over 11 million members Exists since 2003 Social Software

Linkedin is a US company

Focussed on business networking and vacancies

Over 11 million members

Exists since 2003

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

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

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

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

User Generated Content

User Generated Content

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

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

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

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

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

New screens

Search engine (internal & external GMail Instant Messaging (GTalk) Video (Google Video) Foto (Picasa) Geografie (Maps & Earth) Office Google

Search engine

(internal & external

GMail

Instant Messaging (GTalk)

Video (Google Video)

Foto (Picasa)

Geografie (Maps & Earth)

Office

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

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

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

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.

Mobile

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

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

But mobile marketing continues also without the cellphone… Mobile

But mobile marketing continues also without the cellphone…

Mobile marketing with interaction… Mobile

Mobile marketing with interaction…

MSN

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

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-bot is a chatbuddy that is programmed to respond to your answers MSN

MSN-bot is a chatbuddy that is programmed to respond to your answers

Widgets

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

Widgets are small programs with a simple task.

E.g.: Showing the time, the weather etc.

You can place them on your desktop.

Experience Economy

Experience Economy Commodities Goods Services Experiences The coffee progression, Pine & Gilmore

Agricultural age Primary focus (traditional, primitive) Industrial age Product focus Information age Process focus Experience age Experience focus Experience Economy

Agricultural age

Primary focus (traditional, primitive)

Industrial age

Product focus

Information age

Process focus

Experience age

Experience focus

Empowering Authenticity Exhibisionism Individualism Multitasking / multidevicing Experience Economy

Empowering

Authenticity

Exhibisionism

Individualism

Multitasking / multidevicing

The art of media…. Customer Viral marketing MSN … logs Mobile marketing ??? Analogue communication Social software Google goodies

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.

[email_address] www.ayman.nl/blog Next course: 19-03-08 Entrepreneurship & Internet Slides available at http://www.slideshare.net/avanbregt Contact

[email_address]

www.ayman.nl/blog

Next course: 19-03-08 Entrepreneurship & Internet

Slides available at http://www.slideshare.net/avanbregt