Dell Marktplein Dm

Jeroen M. Verdonk, Marketing Manager, Dell

EVERY SECOND… 4 BABIES ARE BORN >4 NEW BROADBAND SUBSCRIBERS 2 NEW BLOGS CREATED 1.4 MILLION SPAM E-MAILS 3.6 MOBILE PHONES SOLD >8 PCs SOLD 10 MINUTES OF VIDEO UPLOADED TO YOUTUBE 2,970 GOOGLE SEARCHES >1 NEW DOMAIN REGISTERED >5 PEOPLE LOG ON FOR THE 1st TIME 11,574 TEXT MESSAGES 8 EUROPEANS VISIT AN ONLINE DATING SITE

56 MILLION READERS DAILY MEET XU JING LEI

MESSENGER YOUTUBE SKYPE DIGITAL EMAIL TV PHONE CD CHANGING GENERATIONS

COMMUNICATING 33% CONTENT 47% COMMERCE 15% SEARCH 5% Source: OPA and Nielsen/NetRatings, May 2007

THEIR DOMAIN

SHARE ENGAGE EVANGELIZE TORRENTS VIDEO MUSIC PHOTOS MIX MASH DECONSTRUCT PERSONALIZE RECONSTRUCT BLOG TAG RSS DEL.ICIO.US MAPS NETWORK WIKI COMMUNITY THEIR MOTIVATION

THEIR INFLUENCE Business New Website Celebrity Endorsements Family/Friends Videocast Social Networking Sites Ketchum & USC Annenberg Strategic Public Relations Center, Dec-06 Age 18-34 Age 35+ NEW MEDIA WORD-OF MOUTH WEB SITES

Source: eMarketer 2008 66 US ADULTS REGULARLY GIVE ONLINE ADVICE ABOUT PRODUCTS OR SERVICES THEIR INFLUENCER MILLION

THE TRADITIONAL MARKETING MODEL IS BEING CHALLENGED... CMOs FORESEE A DAY WHEN IT WILL NO LONGER WORK. MCKINSEY QUARTERLY, 2005, NUMBER 2

Source: Maritz Dialogue Marketing Group, March 2007

NETWORK EFFECT

PRINCIPLES OF MARKETING IN THE CONNECTED AGE 5

1 EVERYTHING ONLINE, REAL-TIME

DIGITAL DNA 19 FEMALE PREFERS TECHNO MUSIC SEARCHING FOR STUDIO APARTMENT REALITY TV ADDICT SPENDS 46 MINUTES A DAY ON HYVES ELLE MAGAZINE SUBSCRIBER LIVES IN THE CITY BUYS CLOTHES ONLINE BUT NOT SHOES OFFLINE ONLINE HOOKED ON GREY’S ANATOMY

THE FUTURE OF SEARCH

80% of mobile customers online 2011 87% of mobile customers not online 2007 THE FUTURE OF SEARCH

LOCATION LOCATION LOCATION 2

BRAND TAGS aspartame bad bad coke black breakfast cancer cocaine coke crack diet drink fake female fizzy good gross half ass nasty piss poison soda suck tasty trendy women yuck yum

Limerick, IE GOOGLE : GLOBAL, BUT VERY LOCAL Amsterdam, NL

3 MARKET TO AN AUDIENCE OF ONE

TO THEIR LIFESTYLES…

TO THEIR PERSONALITIES…

TO THEIR NEEDS…

TO THEIR CAUSES…

TO THEIR FUNDAMENTALS… www.regeneration.org

4 DON’T TRANSMIT PARTICIPATE

RANK CONSUMER RECOMMENDATIONS AS THE MOST CREDIBLE FORM OF ADVERTISING. -NIELSEN

AWARDS & RATINGS

FROM EXPERTS…

… AND CUSTOMERS.

W What is the online community saying about you?

ONLY 11.4% OF THE FORTUNE 500 IS BLOGGING

5 LISTEN

FORUMS BLOGS IDEAS VIDEOS RSS FEEDS OTHERS

NINE OBSERVATIONS
Listen, actively. Know that look, but don’t touch is not a successful strategy.
Think like a customer (again!)
Understand that social media tools enable real conversations and empower customers.
When negative issues arise, deal with them head-on as quickly as possible.
Enter the conversation! Ideasourcing allows the customer to walk your hallways every day. Become their advocate!

NINE OBSERVATIONS
When one billion new people enter a market in 4-5 years, they change it… get ready for change!
Never underestimate the value of a sincere “I’m sorry…” or a “thank you” with no strings attached.
Don’t try to bury the negatives. You can’t.
Remember that real conversations are two-way. Answer the tough questions, and do so with honesty and transparency

THANK YOU!
CONTACT DETAILS:
www.dell.nl/conversations
linkedin.com/in/jeroenverdonk
[email_address]

Dell Marktplein Dm

by John Meulemans on Nov 04, 2008

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