Social Computing - HVA MIM college
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Gastcollege op HVA MIM, 12092007 over social computing

Gastcollege op HVA MIM, 12092007 over social computing

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Social Computing - HVA MIM college Presentation Transcript

  • 1. Social Computing, theorie & praktijk My ASICS.nl case Lode Broekman Amsterdam, 12 september 2007 Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. August 2006 © 2006 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied, circulated and/or distributed nor quoted without prior written approval from Atos Origin.
  • 2. Intro Lode » Sinds 1965 (A’dam) » Marketing sinds 1987 » Annet sinds 1991 » Azië sinds 1993 » Muiderberg sinds 1995 » PPMC sinds 2000 » Daan sinds 2004 » Atos Consulting sinds 2006 2 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 3. Programma » Wat gebeurt er in de wereld? » 10 trends » Wat doet de consument? » Wat is Social Computing? » Case MyASICS.nl 3 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 4. Trends & ontwikkelingen Wat gebeurt er in de wereld? Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. August 2006 © 2006 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied, circulated and/or distributed nor quoted without prior written approval from Atos Origin.
  • 5. Trend 1: Linking people 5 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 6. Trend 2: Virtueel samenwonen 6 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 7. Trend 2: Virtueel samenwonen 7 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 8. Trend 3: van Buiten naar Binnen 8 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 9. Trend 4: de Consument als bron van inspiratie 9 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 10. Trend 5: Consument wordt leverancier/producent 10 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 11. Trend 6: Volledige self-service 11 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 12. Trend 7: Multi Channel contact 12 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 13. Trend 8: Intelligent routeren 13 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 14. Trend 9: Locatie gebaseerde diensten 14 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 15. Trend 10: Convergentie van media 15 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 16. De nieuwe Consument Wat hebben deze trends voor invloed op de consument? Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. August 2006 © 2006 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied, circulated and/or distributed nor quoted without prior written approval from Atos Origin.
  • 17. Verwachtingen van de nieuwe consument » Altijd toegang (24/7) » Overal toegang » Mobile is geen gadget, maar een lifestyle management tool! » Dat het altijd werkt, precies zoals het zou moeten » Waar voor mijn geld » Volledig ondersteund (met een gratis helpdesk) » Zo niet: » “dan is dat jouw probleem” of: » “dan wel bij de concurrent” 17 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 18. Social Computing Hoe moet ik nou omgaan met deze trends? Hoe vang ik de nieuwe Consument? Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. August 2006 © 2006 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied, circulated and/or distributed nor quoted without prior written approval from Atos Origin.
  • 19. Social Computing: definitie » Social computing: Laagdrempelige connecties, voortgebracht door goedkope technologieën, modulaire content en gedeelde resources hebben een significante impact op de globale economie en sociale structuren. Individuen beïnvloeden elkaar in toenemende mate, ten koste van traditionele bronnen zoals bedrijven, media- uitingen, religie of politiek. » Om succesvol te zijn in het Social Computing tijdperk moeten bedrijven afzien van top-down management en communicatie, maar communicatie verweven in hun product(ie), gebruik maken van medewerkers en partners als marketeers, en als bedrijf onderdeel worden van een levende, organische eenheid van merk-loyaliteit. -Forrester, vrij vertaald- 19 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 20. Het Speelveld van Social Computing Reviews, Communities meningen & & interesses social engineering Klant Producten Behoefte Social Computing (co)Creatie Kanalen Risico’s & compliancy 20 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 21. Het Speelveld van Social Computing Communities Hobbies, werk, sport, honden, muziek, Welke interesses bindt een groep? & interesses opleiding, vakgebied Reviews, Forums, nieuwsgroepen, roddel. meningen & Wat vinden klanten van mij? Kieskeurig, consumentenbond social engineering Informatie vergaren, aankoop van een auto, Klant Behoefte Welke behoefte vervul ik? financiele zekerheid van kleinzoon Hoe communiceer ik met mijn Winkel, internet, SMS, billboards, telefoon, Kanalen klanten? Second life Verzekering, speelgoed, koffiekopjes, Producten Welke producten lever ik? cruiseschip, medische zorg (co)Creatie Hoe komt mijn product tot stand? Massa-productie, Op bestelling, Co-productie, partnerships Risico’s Hacking, imago-risico‘s, continuiteit, Welke risico‘s loop ik? & compliancy beschikbaarheid, bereikbaarheid 21 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 22. Het Speelveld van Social Computing Reviews, Communities meningen & & interesses social engineering Klant Producten Behoefte Social Computing (co)Creatie Kanalen Risico’s & compliancy 22 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 23. Een Community is een platform van expressie en relaties Reviews, Communities meningen & & interesses social engineering Social Producten Klant Behoefte Computing (co)Creatie Kanalen Risico’s Mijn & compliancy vrienden Wie ben ik Mijn ‘lidmaat- schappen’ fotootjes Mijn personal blog Berichten van vrienden 23 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 24. Online communities “It takes a village to build a mall. Community precedes commerce” (Kevin Kelly, New Rules for the New Economy) » Do’s » Create ‘sympathy’, do not act ‘sales driven’ » Active participation of everyone involved - Facilitation of interactive communication » Up to date - Regular updates & changes of content - Create ‘stickyness’: reasons for return 24 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 25. Yesterday: who is our customer? » Direct contact only with retailer ASICS print » Customer contact via printed media, Sales sponsoring and events Retailer » Final contact to customer: retailer » No direct influence on the customer » need for change Customer 25 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 26. Today: active approach to both retail and customers » Contact with customers via retailers ASICS print » And direct contact with customers Sales » Building customer knowledge Retailer » Focus on sponsorship deals and events with direct contact opportunities » (switch from persons to groups of web people) (e-)mail Customer 26 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 27. On site: Home » About » Start here » Who we are » Philosophy » Tips for beginners » Privacy » Poll » Tell-a-friend » Collection banner » Facts 27 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 28. On site: Training schedules-1 » Programme » Km’s or events » Date or Target » Heartrate monitoring 28 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 29. On site: Training schedules-2 » Training » Tip » Log » Statistics » Target 29 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 30. On site: Tools-1 » Logbook » Additional info » Shoe usage 30 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 31. On site: Tools-2 » Excercises » Stretching/ Strength » Experts » Dictionary » Injury Master » Nutrition 31 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 32. On site: Tools-3 » Calculators » Body Mass Index » Average Pace » Calories » Speed 32 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 33. On Site: Community-1 » News » Updates » ASICS events » Athlete interview » Nutrition » Product info 33 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 34. On Site: Community-2 » Forum » Questions (users) 34 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 35. On site: Future » SMS application 35 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 36. Off site activities » Online promotion » Offline promotion » Newsletters » Newspapers » Banners » Running Magazines » Links » Other Ads » Co-op » Editorial/Advertorial » Search engines 36 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 37. Off site activities: Newsletters » Newsletters » Application info » Athlete interview (6 questions) » Event » Nutrition » Etc… 37 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 38. Off site activities: Banners/Links » Banners » Event websites - Sportsview » Running related websites - www.running.be » Athletes/clubs/associations 38 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 39. Off site activities: Search engines » Search Engine Marketing » Keywords (free) - Top 5: training, logbook, running, etc. - Position based on referrals (Google) - Link Popularity » Paid - Overture - MSN 39 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 40. Off site activities: Adverts » Newspapers » Running Magazines » Sport Magazines » Health/Lifestyle magazine 40 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 41. Off site activities: Articles » Editorial/Advertorial 41 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 42. NU » Inmiddels 200.000+ gebruikers in Benelux, Verenigd Koningrijk, Duitsland, Finland en Italië. » Centraal onderdeel communicatiestrategie 42 Social Computing – Lode Broekman – HVA MIM - 12092007
  • 43. Dank voor jullie aandacht! Meer over communities is te vinden op: www.propaganda-online.nl 43 Social Computing – Lode Broekman – HVA MIM - 12092007