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. R...
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. Hi...
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 y...
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...
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 kno...
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?
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
Crowd movement, disruptive innovation and contentmarketing - important trends for today!
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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.

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

  1. 1. Internet changed the world And it’s not over yet! (C) J.W. Alphenaar
  2. 2. 1981 10 print „jw is here” 20 goto 10 run
  3. 3. INSI
  4. 4. I know my classics
  5. 5. Did some serious shit
  6. 6. My own business!
  7. 7. Who am I • Public Speaker • Writer / Blogger • Consultant/trainer • (Marketing) Trendwatcher @jwalphenaar
  8. 8. Trend 1: Crowd movement and disruptive innovation
  9. 9. The crowd turns the world upside down and is unstoppable
  10. 10. We have direct acces to 1 billion people
  11. 11. People want to make a difference
  12. 12. It all starts with an idea
  13. 13. To make ideas happen You need • Planning • Expertise • Money • Time
  14. 14. I don’t get it Who wants that? You’re not the classical type of entrepreneur No market research? I’m just an intern
  15. 15. You’re not the only one with a business plan
  16. 16. 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!
  17. 17. Oh this will never work. boohoohoo Don’t give up!
  18. 18. So start crowd funding!
  19. 19. When enough people believe in your idea
  20. 20. Marcel
  21. 21. When people cherish your idea
  22. 22. They’re willing to help you!
  23. 23. F**k the banks?!
  24. 24. A warning for the big players? We don’t need your money!
  25. 25. What will be the future role of the bank?
  26. 26. 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.
  27. 27. Some cool cases and examples
  28. 28. smilestree.com
  29. 29. blablacar.nl
  30. 30. wehelpen.nl
  31. 31. The crowd turns the world upside down and is unstoppable Join the movement!
  32. 32. Golden tip! The powers that used to be
  33. 33. Trend 2: Contentmarketing
  34. 34. We are all knowledge workers
  35. 35. Continuously developing
  36. 36. Time is money
  37. 37. Knowledge is power!
  38. 38. So we keep that to ourselves
  39. 39. People love product sampling
  40. 40. The horror!
  41. 41. How about knowledge sampling?
  42. 42. Look what I got to offer I believe in you. Gimme more! Knowledge sharing
  43. 43. Don’t tell But prove it!
  44. 44. Sales vs Purchase
  45. 45. Traditional Sales Suspect Lead Prospect Customer
  46. 46. The sales funnel
  47. 47. People don’t like salespeople
  48. 48. The customer is in control Need Research Shortlist Selection Decision
  49. 49. Shocking facts and figures
  50. 50. 78% of the DMU’s start on the Internet B2B lead onderzoek - 2012
  51. 51. 86% distrusts advertising
  52. 52. 51% first will make a list of suppliers before contacting you B2B lead onderzoek - 2012
  53. 53. What influences DMU’s?
  54. 54. 84% - advice from friends Word-of-mouth
  55. 55. From client to fan
  56. 56. 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!
  57. 57. 50% gets influenced by ‘peers’ 74% values this very high
  58. 58. 87% let their decision be accelerated by content & social media of potential business partners
  59. 59. People search online for everything @jwalphenaar
  60. 60. So get out in the open!
  61. 61. Good content can lead to new insights @jwalphenaar
  62. 62. Mmmm, interesting Need Shortlist We could actually use that! Selection Decision
  63. 63. Not only invest in new knowledge
  64. 64. But share it!
  65. 65. Types of content
  66. 66. Blogs
  67. 67. Vormen van content Presentaties
  68. 68. Content strategy
  69. 69. Step 1: what do you want to achieve?
  70. 70. Who do you what to reach?
  71. 71. Step 2: knowledge sessions
  72. 72. Buzz & awareness Lead generation Video Webinar Blogs Topic Infographics Step 3: Topics and content calendar E-book Presentations
  73. 73. Step 4: training
  74. 74. Step 5: create and curate
  75. 75. Step 6: make it sexy Image is everything Make it ‘snackable’ Think like your audience Title!
  76. 76. Step 7: publish
  77. 77. Step 8: distribution
  78. 78. Your content is your ammo! @jwalphenaar
  79. 79. @jwalphenaar
  80. 80. @jwalphenaar
  81. 81. Most effective network to share? @jwalphenaar
  82. 82. @jwalphenaar
  83. 83. Interaction @jwalphenaar
  84. 84. Step 9: learn by the numbers
  85. 85. 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
  86. 86. Let your ambassadors share it to their connections - the ‘peers’
  87. 87. Who are your ambassadors? Clients Employees They all have a network! Business partners
  88. 88. ple Peo Connections Content Social is all about Ambass adors uzz B
  89. 89. Contentmarketing is foreplay
  90. 90. Good content marketing @jwalphenaar
  91. 91. People will love you for it
  92. 92. Knowledge creates trust They seem to know something about it Call them for a meeting @jwalphenaar
  93. 93. Any questions?
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