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Managing brands in digital and social channels

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Presentatie van Hans Molenaar (Beeckestijn Business School)

Presentatie van Hans Molenaar (Beeckestijn Business School)

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  • 1. Beeckestijn Business SchoolManaging Brands in Digital and Social Channels 1
  • 2. Hans Molenaar22 Marketing Science Award
  • 3. Beeckestijn Business School3
  • 4. Agenda4  Observations  Channels  Cases  Models  Conclusions
  • 5. 5 Hijacking for Beginners…
  • 6. 6
  • 7. 7
  • 8. 8
  • 9. The „shift‟99 •Assembly •Realtime Products •Push Social •Wisdom of crowds •Mass production •Web 3.0 •PMC‟s •Alliances Markets Networks •Segmentation •Integrations •Branding •Dialogue •Mass media •Web 2.0 •CRM •Servicing Customers Interaction •EDM •Database mkg •1:1 •Push communication •WEB 1.0
  • 10. Media don‟t disappear, but…10 Personal communication Mobile Internet Email PC web Low reach High reach Print Digital TV Analogue TV Radio Cinema Mass communication
  • 11. 11
  • 12. 12 BRANDS TRIGGERS DIALOGUE
  • 13. BREAK UP
  • 14. WHY HAVE SOCIAL MEDIA AND WORTH OF MOUTH SUCH AN IMPACT ?
  • 15. Trust15
  • 16. 16
  • 17. 17
  • 18. Titel18
  • 19. From mass media to digital & social media19
  • 20. 2020
  • 21. Dutch Telco provider21 = traffic share Commercial traffic target 18.000 = Cost per Order CHANNEL 40% 2% 12% 8% 31% 11% Direct Affiliate Email Display Search Social CPO CPO CPO CPO CPO CPO 7,- 19,- 6,- 25,- 21,- 9,- Traffic 76.000 48.000 16.000 10.000 44.000 5.000 40% CONVERSION 2% 12% 8% 31% 11%
  • 22. WHAT ARE RIKS OF NOT BEING SOCIAL ?
  • 23. 23
  • 24. 24
  • 25. 25
  • 26. 26
  • 27. What Kryptonite should have done:27  Use influential opinion leaders (celebrities, subculture leaders, etc)  Responded to the blogs immediately  Use social and digital media to interact  Have a community and fanbase
  • 28. 28
  • 29. THAT IS NOT POSSIBLE IN B2B !
  • 30. 30
  • 31. Jeff Jarvis31
  • 32. 32
  • 33. Stockprice Dell33
  • 34. Dell vs Nasdaq34
  • 35. 35
  • 36. 36
  • 37. 37
  • 38. 38
  • 39. TRANSPARANCY
  • 40. 40
  • 41. 41
  • 42. 42 "They reached out to bloggers; they blogged; they found ways to listen to and follow the advice of their customers. They joined the conversation. That‟s all we asked.“ Jeff Jarvis
  • 43. IT IS HAPPENING EVERY DAY
  • 44. NOT ONLY TO AVOID CRISES
  • 45. 46
  • 46. 4747
  • 47. 48 John Deere and the Chip Foose custom 4020 tractor contest
  • 48. 49
  • 49. Why ?5050 Service = ???
  • 50. BUT WE SELL BORING STUFF !
  • 51. 52
  • 52. 53
  • 53. IT ALL STARTS WITH A VISION
  • 54. 5555
  • 55. BUT THAT DOESN‟T WORK IN B2B !
  • 56. 5757
  • 57. “Selling the sizzle not the digger”5858
  • 58. SO WHAT THEORY OR CONCEPTS CAN HELP US ?
  • 59. 60
  • 60. The Economics of Collaboration61 Mass Self- Organization Collaboration Value Business Creation Webs Extended Enterprise Traditional Industrial Age Hierarchy Corporation Physical Knowledge Critical Resources Financial
  • 61. Two key succesfactors62 1. Being Open 2. Interacting and Sharing
  • 62. 63
  • 63. Likeonomics6464
  • 64. 65
  • 65. HOW TO MEASURE ?
  • 66. 67
  • 67. Netpromotor scores by Industry6868 Financials Consumer electronics Telco Churn 10% Churn 25% Churn10% NPS -47% NPS -35% NPS -29% Source: TOTE-M Consumer Research on Loyalty, (Potential) Churn and Testimonials
  • 68. The Impact on customer value6969 Buyer Economics Referral Economics $ 5000 $ 5000 Promoter $ 4000 $ 4000 $ 3000 Promoter $ 3000 Average Total Customer Worth Total Customer Worth $ 2000 $ 2000 Average Detractor Detractor $ 1000 $ 1000 $0 $0 $ -1000 $ -1000 $ -2000 $ -2000 B2C:High Tech: Computer Hardware Apple Computers Source: Satmetrix. Exploring the relationship between Net Promoter and Word-of-Mouth in the computer hardware industry.
  • 69. WILL EVERYTHING BECOME DIGITAL ?
  • 70. The Google (14 years old) direction71(Advertising spend in US) 2008 2011Internet $ 26,0 mln $123,3 mlnTelevision $ 0,0 mln $ 69,3 mlnPrint, Radio & Outdoor $ 4,0 mln $ 20,7 mln Source: Wall Street Journal
  • 71. Google Chrome TV commercial72
  • 72. Burberry (155 years old) direction73  In 4 years time from 2% to 40% of the whole marketing budget was spent in digital and social  First luxury brand with more than 3 mln fans on facebook  Over 9 mln page views in nine months after launching artofthetrench.com
  • 73. 74
  • 74. 75
  • 75. What to do ?76 1. Giving up control and orchestration 2. Create a vision and content strategy 3. Focus on customers not campaigns 4. Create corporate guidelines 5. Focus on reacting instead of preventing 6. Invest in your social capital outside 7. Invest in monitor and interaction capacity
  • 76. A lot of work behind the scenes77
  • 77. 78
  • 78. Contact7979 Hans Molenaar (hmolenaar@beeckestijn.org / 06-51030367) #hansmolenaar Beeckestijn Business School Postbus 333 3830 AJ Leusden T +31 (0)88-472 22 30 F +31 (0)84-220 79 87 E info@beeckestijn.org W www.beeckestijn.org