invitation only
invitation only?
op zoek naar de nieuwe
  contactmomenten
sociale marketing is nu
essentieel voor succes




                    4
sociale netwerken




get personal, get relevant, get permission!



       relevantie
maar het gaat niet om
marketing communicatie




                   6
maar het gaat niet om
      de media




                   7
de context verandert




                  8
de waarde van organisaties
        verandert




                     9
de DNA van organisaties moet
        veranderen




                      10
het succes is het product




                     11
het succes is het
ondernemerschap




                    12
het succes is de betekenis
     voor de gebruiker




                     13
experience strategy
           naar: Jesse James Garrett




                                       14
experience strategy
                  naar: Jesse James Garrett




wat breng je teweeg bij de klant


                   ...
GAP: Experience
     klant vs. organisatie




                             16
principles van Experience-Based
Differentiation




                       Obsess about
                        customer
 ...
A
Shift in assets
B

C




                               intangible

     assets


                  tangible

          ...
A
Organisational layers
B

C




    A ffected

    B ought

    C ontrolled

    D evelopment

    E cology

    F inanci...
A
  Impact of Internet
   B

   C

Customer perspective

                              Affected           20%


          ...
A
     Impact of Internet
      B

      C

Customer perspective
                                           Affected      ...
A
Impact of Internet
 B

 C

                         LTO       Permission            Identification
Reputation
          ...
A
Impact of Internet
B

C


                                                                                              ...
Online marketing biosphere




controleren   omkopen   beïnvloeden
invitation only
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Info Nl Marketing3 2007 Kickstart

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Presented by Info.nl on Marketing3 conference Nov 28, 2007

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Info Nl Marketing3 2007 Kickstart

  1. 1. invitation only
  2. 2. invitation only?
  3. 3. op zoek naar de nieuwe contactmomenten
  4. 4. sociale marketing is nu essentieel voor succes 4
  5. 5. sociale netwerken get personal, get relevant, get permission! relevantie
  6. 6. maar het gaat niet om marketing communicatie 6
  7. 7. maar het gaat niet om de media 7
  8. 8. de context verandert 8
  9. 9. de waarde van organisaties verandert 9
  10. 10. de DNA van organisaties moet veranderen 10
  11. 11. het succes is het product 11
  12. 12. het succes is het ondernemerschap 12
  13. 13. het succes is de betekenis voor de gebruiker 13
  14. 14. experience strategy naar: Jesse James Garrett 14
  15. 15. experience strategy naar: Jesse James Garrett wat breng je teweeg bij de klant 15
  16. 16. GAP: Experience klant vs. organisatie 16
  17. 17. principles van Experience-Based Differentiation Obsess about customer needs Experience- Based Differentiation Treat Reinforce customer brands experience as with every a competence interaction Bron: Forrester 17
  18. 18. A Shift in assets B C intangible assets tangible industrial era information era 18
  19. 19. A Organisational layers B C A ffected B ought C ontrolled D evelopment E cology F inancial 19
  20. 20. A Impact of Internet B C Customer perspective Affected 20% Bought 10% Controlled 20% Development 20% Ecology 10% Financial 20% Organisational perspective 20 S&P value
  21. 21. A Impact of Internet B C Customer perspective Affected 20% Bought 10% Controlled intangible assets 20% Development 20% Ecology 10% Financial tangible assets 20% Organisational perspective 21 S&P value
  22. 22. A Impact of Internet B C LTO Permission Identification Reputation Affected 20% Range Quality Pricing Promotion Retain Bought 10% Controlled Behaviour Cust. man. Fulfillment Service 20% Development Process External R&D Bus.intell. Workflow 20% Ecology 10% Culture Leadership Com.syst. People Financial 20% Growth Exit value ROI Profit Assets Cost 22 S&P value
  23. 23. A Impact of Internet B C Affected perception LTO Permission Identification Reputation 20% acq n tio uis i ti o ica n tif en id Range Quality Pricing Promotion Retain Bought proposition 10% pe rm iss ert io Service n v on Behaviour Cust. man. Fulfillment products c Controlled 20% Process External R&D Bus.intell. Workflow Development 20% Culture Leadership Com.syst. People Ecology 10% Growth Exit value ROI Profit Assets Cost 23 Financial 20%
  24. 24. Online marketing biosphere controleren omkopen beïnvloeden
  25. 25. invitation only
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