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
15

GAP: Experience
klant vs. organisatie
16

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

A
Shift in assets
B
C
intangible
assets
tangible
industrial era information era
18

A
Organisational layers
B
C
A ffected
B ought
C ontrolled
D evelopment
E cology
F inancial
19

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

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

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

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%

Online marketing biosphere
controleren omkopen beïnvloeden

invitation only