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Crowd movement, disruptive innovation and contentmarketing - important trends for today!
 

Crowd movement, disruptive innovation and contentmarketing - important trends for today!

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Slides from my keynote on the Dutch Testing Day on November 21st.

Slides from my keynote on the Dutch Testing Day on November 21st.

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    Crowd movement, disruptive innovation and contentmarketing - important trends for today! Crowd movement, disruptive innovation and contentmarketing - important trends for today! Presentation Transcript

    • Internet changed the world And it’s not over yet! (C) J.W. Alphenaar
    • 1981 10 print „jw is here” 20 goto 10 run
    • INSI
    • I know my classics
    • Did some serious shit
    • My own business!
    • Who am I • Public Speaker • Writer / Blogger • Consultant/trainer • (Marketing) Trendwatcher @jwalphenaar
    • Trend 1: Crowd movement and disruptive innovation
    • The crowd turns the world upside down and is unstoppable
    • We have direct acces to 1 billion people
    • People want to make a difference
    • It all starts with an idea
    • To make ideas happen You need • Planning • Expertise • Money • Time
    • I don’t get it Who wants that? You’re not the classical type of entrepreneur No market research? I’m just an intern
    • You’re not the only one with a business plan
    • Rich uncle? But our savings are all gone by wrong investments We would love to help you out! But we do believe in you. Really!
    • Oh this will never work. boohoohoo Don’t give up!
    • So start crowd funding!
    • When enough people believe in your idea
    • Marcel
    • When people cherish your idea
    • They’re willing to help you!
    • F**k the banks?!
    • A warning for the big players? We don’t need your money!
    • What will be the future role of the bank?
    • Volgens Kamerlid Henk Nijboer is de Nederlandse wetgeving dan ook niet meer van deze tijd, zo zegt hij tegenover NU.nl. Hij wijst er op dat de nieuwe online betaalmiddelen door criminelen gebruikt kunnen worden voor witwassen. In de VS wordt momenteel een onderzoek gedaan naar witwassen met Bitcoins. Nederlanders zouden in totaal zo'n 20 miljoen euro aan bitcoins bezitten. Dijsselbloem stelde afgelopen zomer nog dat de 'alternatieve virtuele munteenheid' wat hem betreft niet erkend kan worden als elektronisch geld, omdat de valuta niet voldoet aan de eisen die Nederlandse wet daaraan stelt.
    • Some cool cases and examples
    • smilestree.com
    • blablacar.nl
    • wehelpen.nl
    • The crowd turns the world upside down and is unstoppable Join the movement!
    • Golden tip! The powers that used to be
    • Trend 2: Contentmarketing
    • We are all knowledge workers
    • Continuously developing
    • Time is money
    • Knowledge is power!
    • So we keep that to ourselves
    • People love product sampling
    • The horror!
    • How about knowledge sampling?
    • Look what I got to offer I believe in you. Gimme more! Knowledge sharing
    • Don’t tell But prove it!
    • Sales vs Purchase
    • Traditional Sales Suspect Lead Prospect Customer
    • The sales funnel
    • People don’t like salespeople
    • The customer is in control Need Research Shortlist Selection Decision
    • Shocking facts and figures
    • 78% of the DMU’s start on the Internet B2B lead onderzoek - 2012
    • 86% distrusts advertising
    • 51% first will make a list of suppliers before contacting you B2B lead onderzoek - 2012
    • What influences DMU’s?
    • 84% - advice from friends Word-of-mouth
    • From client to fan
    • Client to ambassador I need a solution to provide my employees secure access to our network, any suggestions? Why don’t you call Rob Buddingh of IP4Sure. He can help you!
    • 50% gets influenced by ‘peers’ 74% values this very high
    • 87% let their decision be accelerated by content & social media of potential business partners
    • People search online for everything @jwalphenaar
    • So get out in the open!
    • Good content can lead to new insights @jwalphenaar
    • Mmmm, interesting Need Shortlist We could actually use that! Selection Decision
    • Not only invest in new knowledge
    • But share it!
    • Types of content
    • Blogs
    • Vormen van content Presentaties
    • Content strategy
    • Step 1: what do you want to achieve?
    • Who do you what to reach?
    • Step 2: knowledge sessions
    • Buzz & awareness Lead generation Video Webinar Blogs Topic Infographics Step 3: Topics and content calendar E-book Presentations
    • Step 4: training
    • Step 5: create and curate
    • Step 6: make it sexy Image is everything Make it ‘snackable’ Think like your audience Title!
    • Step 7: publish
    • Step 8: distribution
    • Your content is your ammo! @jwalphenaar
    • @jwalphenaar
    • @jwalphenaar
    • Most effective network to share? @jwalphenaar
    • @jwalphenaar
    • Interaction @jwalphenaar
    • Step 9: learn by the numbers
    • 1. Categorize your knowledge 2. Make it into sharable and likable content 3. Publish 4. Share the content = share your knowledge 5. Create the need @jwalphenaar
    • Let your ambassadors share it to their connections - the ‘peers’
    • Who are your ambassadors? Clients Employees They all have a network! Business partners
    • ple Peo Connections Content Social is all about Ambass adors uzz B
    • Contentmarketing is foreplay
    • Good content marketing @jwalphenaar
    • People will love you for it
    • Knowledge creates trust They seem to know something about it Call them for a meeting @jwalphenaar
    • Any questions?