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.

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

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

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.

Trend 1: Linking people
5 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 2: Virtueel samenwonen
6 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 2: Virtueel samenwonen
7 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 3: van Buiten naar Binnen
8 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 4: de Consument als bron van inspiratie
9 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 5: Consument wordt leverancier/producent
10 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 6: Volledige self-service
11 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 7: Multi Channel contact
12 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 8: Intelligent routeren
13 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 9: Locatie gebaseerde diensten
14 Social Computing – Lode Broekman – HVA MIM - 12092007

Trend 10: Convergentie van media
15 Social Computing – Lode Broekman – HVA MIM - 12092007

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.

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

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.

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

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

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

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

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

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

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

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

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

On site:
Training schedules-1
» Programme
» Km’s or events
» Date or Target
» Heartrate monitoring
28 Social Computing – Lode Broekman – HVA MIM - 12092007

On site:
Training schedules-2
» Training
» Tip
» Log
» Statistics
» Target
29 Social Computing – Lode Broekman – HVA MIM - 12092007

On site: Tools-1
» Logbook
» Additional info
» Shoe usage
30 Social Computing – Lode Broekman – HVA MIM - 12092007

On site: Tools-2
» Excercises
» Stretching/ Strength
» Experts
» Dictionary
» Injury Master
» Nutrition
31 Social Computing – Lode Broekman – HVA MIM - 12092007

On site: Tools-3
» Calculators
» Body Mass Index
» Average Pace
» Calories
» Speed
32 Social Computing – Lode Broekman – HVA MIM - 12092007

On Site: Community-1
» News
» Updates
» ASICS events
» Athlete interview
» Nutrition
» Product info
33 Social Computing – Lode Broekman – HVA MIM - 12092007

On Site: Community-2
» Forum
» Questions (users)
34 Social Computing – Lode Broekman – HVA MIM - 12092007

On site: Future
» SMS application
35 Social Computing – Lode Broekman – HVA MIM - 12092007

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

Off site activities:
Newsletters
» Newsletters
» Application info
» Athlete interview (6 questions)
» Event
» Nutrition
» Etc…
37 Social Computing – Lode Broekman – HVA MIM - 12092007

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

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

Off site activities:
Adverts
» Newspapers
» Running Magazines
» Sport Magazines
» Health/Lifestyle magazine
40 Social Computing – Lode Broekman – HVA MIM - 12092007

Off site activities:
Articles
» Editorial/Advertorial
41 Social Computing – Lode Broekman – HVA MIM - 12092007

NU
» Inmiddels 200.000+ gebruikers in Benelux,
Verenigd Koningrijk, Duitsland, Finland en
Italië.
» Centraal onderdeel communicatiestrategie
42 Social Computing – Lode Broekman – HVA MIM - 12092007

Dank voor jullie aandacht!
Meer over communities is te vinden op: www.propaganda-online.nl
43 Social Computing – Lode Broekman – HVA MIM - 12092007