The Metaverse : Welcome to the Future of Digital Marketing and the Internet <ul><ul><li>Nijenrode Masterclass  : 29 novemb...
Agenda (1,5 uur) <ul><li>(Digitale) Marketing Trends Recap </li></ul><ul><li>Macro Trends </li></ul><ul><li>Web 2.0 + Mobi...
<ul><li>RECAP </li></ul>
<ul><li>MARKETING </li></ul>
Marketing <ul><li>Waarden van adverteerders centraler </li></ul><ul><li>Open source marketing </li></ul><ul><li>ROI-based ...
Marketing (2) <ul><li>Bewijs & informeren worden belangrijker  </li></ul><ul><li>Design / Simplicity </li></ul><ul><li>Con...
<ul><li>WEBSITES </li></ul>
Sociale filters/economie & reputatiesystemen USA Today Top10s, Most Sent  Amazon Reviews Joost Ratings ClearSpring (widget...
Functionaliteiten <ul><li>Voorbeelden: </li></ul><ul><ul><li>Screencasts </li></ul></ul><ul><ul><li>Open APIs en mash-ups ...
<ul><li>E-MARKETING </li></ul>
E-marketing : PULL <ul><li>Mobile marketing (AdWords, RFID, codes)  </li></ul><ul><li>Google Maps/Earth (KML; incl. mobiel...
E-marketing : PUSH <ul><li>Behavioral Targeting (BT) </li></ul><ul><ul><li>Networked Personalization </li></ul></ul><ul><u...
<ul><li>TRENDS </li></ul>
 
<ul><li>“ Every futurist who </li></ul><ul><li>is worth his salt is </li></ul><ul><li>a historian”  </li></ul><ul><li>(Kev...
<ul><li>Kennis, Macht & Globalisering  </li></ul><ul><li>Kerk en religie (< 1500) </li></ul><ul><li>Natie en staat (1500-1...
The Self Organizing Universe
ICT Evolutie <ul><li>1970 – 1980: Connecting Computers </li></ul><ul><li>1980 – 1990: Connecting Networks </li></ul><ul><l...
Web 2.0 <ul><li>Sociale Machine </li></ul><ul><li>Web = 'OS' (+ offline access) </li></ul><ul><li>Open APIs (open standaar...
 
Essentie van Web 2.0 ? <ul><li>DATA + life-streams  </li></ul><ul><li>Make The Invisible Visible (MTIV) </li></ul>
<ul><li>Web 2.0  </li></ul><ul><li>en  </li></ul><ul><li>Marketing </li></ul><ul><li>Strategie   </li></ul>
 
 
 
<ul><li>The Future = Wireless  </li></ul><ul><li>7 th  Mass Medium </li></ul>
Web 3.0 ? <ul><li>Semantic/Intelligent Web ; Web = Database  </li></ul><ul><ul><li>Freebase </li></ul></ul><ul><ul><li>Twi...
<ul><li>Web 2.0  </li></ul><ul><li>+ Mobile  </li></ul><ul><li>+ Web 3.0 = </li></ul>
<ul><li>The Metaverse </li></ul>
Metaverse Componenten Verrijking Simulatie Intiem/Personal Extern
 
 
2D -> 3D Trend <ul><li>Film </li></ul><ul><li>Modelleren (CAD/CAM) </li></ul><ul><li>Navigatie  </li></ul><ul><li>TV </li>...
<ul><li>“ Humans are not mentally living in the 3D world much of the time, even in the way they inhabit physical space. 3D...
<ul><li>&quot;In the future, everyone becomes a living, 3D destination” </li></ul>
<ul><li>VIRTUAL  </li></ul><ul><li>WORLDS  </li></ul>
Virtual Worlds <ul><li>100 miljoen unieke gebruikers wereldwijd  </li></ul><ul><li>Bijna 10% van alle internet gebruikers ...
Second Life <ul><li>10 miljoen registraties wereldwijd </li></ul><ul><ul><li>Geen betrouwbare indicator voor gebruik </li>...
 
 
Marketing in Virtuele Werelden  <ul><li>Uniek kanaal (McLuhan/Tomi Ahonen) </li></ul><ul><li>Gedeelde sociale ervaringen (...
<ul><li>“ By the end of 2011,  80 percent of active Internet users (and Fortune 500 enterprises)  will have a presence in ...
<ul><li>LIFELOGGING </li></ul>
Lifelogging <ul><li>Blogs </li></ul><ul><li>Twitter en Jaiku/Google </li></ul><ul><li>Seesmic </li></ul><ul><li>Kyte.tv en...
<ul><li>Via web, mobiel web, sms en IM </li></ul>
 
Andere werelden
<ul><li>Het abonneren op de levens van jouw vrienden, familie en kennissen </li></ul><ul><li>Het lezen van hun agenda, ide...
 
Twitter =  <ul><li>Connecting People & Data </li></ul><ul><li>Open API </li></ul><ul><li>Globalisation of individuals, gro...
Lifelogging Toepassingen (1) <ul><li>Prive </li></ul><ul><li>Plezier </li></ul><ul><li>Community </li></ul><ul><li>Spontan...
Lifelogging Toepassingen (2) <ul><li>Zakelijk </li></ul><ul><li>Communicatiekanaal (opt-in, pull) </li></ul><ul><li>Inform...
En wat komt er na Twitter ? <ul><li>Magitti </li></ul><ul><li>Twitterende dieren en objecten </li></ul><ul><li>Mobile Web ...
 
 
 
 
Ms. Guoleifsdottir Ms. Guoleifsdottir
 
 
<ul><li>Collective  </li></ul><ul><li>Mind Reading  </li></ul><ul><li>Mobile Minds </li></ul>
The Self Organizing Universe
<ul><li>MIRROR  </li></ul><ul><li>WORLDS </li></ul>
Voorbeelden Mirror Worlds <ul><li>Google Earth/Maps </li></ul><ul><li>Microsoft Virtual Earth </li></ul><ul><li>Yahoo Maps...
 
Google Earth <ul><li>Marktleider </li></ul><ul><li>> 200 miljoen gebruikers </li></ul><ul><li>3D integratie -> SketchUp </...
 
 
AUGMENTED REALITY
 
 
 
Augmented Reality  <ul><ul><li>Hier en nu </li></ul></ul><ul><ul><li>Sterker leer-effect </li></ul></ul><ul><ul><li>Everyt...
Augmented Reality <ul><li>Verwante technologieën:  </li></ul><ul><ul><li>RFID en codes </li></ul></ul><ul><ul><li>GPS </li...
<ul><li>Digitale overlay bij  fysieke  producten in realiteit  </li></ul><ul><li>Digitale overlay bij  digitale  producten...
 
 
<ul><li>METAVERSE </li></ul><ul><li>ROADMAP </li></ul><ul><li>2007 – 2016  </li></ul>
 
<ul><li>“ The same way computer games split between themed (most), casual (many) and nondirective (a few) games, virtual w...
<ul><li>“ Smart 3G cell phones which are capable of streaming location based audio, images, and minor video to mobile user...
 
<ul><li>“ Local community members looking at all this geo-data will see new potentials for alliances, co-branding of event...
<ul><li>1)  Educational and historical information for the landmarks you are passing </li></ul><ul><li>2)  Highly local, u...
<ul><li>“ Store owners will be able to update their ads in real-time from web interfaces, using their own automated and ma...
<ul><li>“ The Metaverse will accelerate the transition to a knowledge economy where the creativity of individuals and grou...
<ul><li>“ Metaverse Operating System Protocols emerge -> interfaces between different virtual worlds ; just like Google’s ...
<ul><li>Personal avatars used as representatives and attention mediators in communication platforms </li></ul>
<ul><li>Real-time  </li></ul><ul><li>fact checking  </li></ul>
<ul><li>Augmented reality matchmaking/dating and business/professional networking service </li></ul>
<ul><li>VISIE  </li></ul>
 
<ul><li>Vragen ? </li></ul><ul><li>[email_address] </li></ul><ul><li>www.yuri.typepad.com </li></ul><ul><li>twitter.com/va...
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Metaverse, Digital Marketing and the Future of the Web

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Metaverse, Digital Marketing and the Future of the Web

  1. 1. The Metaverse : Welcome to the Future of Digital Marketing and the Internet <ul><ul><li>Nijenrode Masterclass : 29 november 2007 </li></ul></ul><ul><ul><li>Yuri van Geest </li></ul></ul><ul><ul><li>Mobile Monday / Trend8 / Emerce / yuri.typepad.com </li></ul></ul>
  2. 2. Agenda (1,5 uur) <ul><li>(Digitale) Marketing Trends Recap </li></ul><ul><li>Macro Trends </li></ul><ul><li>Web 2.0 + Mobile Internet + Web 3.0 = Metaverse </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>Life(b)logging </li></ul><ul><li>Mirror Worlds </li></ul><ul><li>Augmented Reality </li></ul>
  3. 3. <ul><li>RECAP </li></ul>
  4. 4. <ul><li>MARKETING </li></ul>
  5. 5. Marketing <ul><li>Waarden van adverteerders centraler </li></ul><ul><li>Open source marketing </li></ul><ul><li>ROI-based marketing </li></ul><ul><li>Focus op productinnovatie, minder promotie </li></ul><ul><li>Transformatie/Amateur Academies </li></ul>
  6. 6. Marketing (2) <ul><li>Bewijs & informeren worden belangrijker </li></ul><ul><li>Design / Simplicity </li></ul><ul><li>Connecting customers (social networks) </li></ul><ul><li>Delen ervaring belangrijker dan productervaring zelf </li></ul><ul><li>Niche marketing </li></ul>
  7. 7. <ul><li>WEBSITES </li></ul>
  8. 8. Sociale filters/economie & reputatiesystemen USA Today Top10s, Most Sent Amazon Reviews Joost Ratings ClearSpring (widgets) Sociale netwerken Amazon Recommendation engines Google (PageRank) Zoekmachines Voorbeeld(en) Sociale filter tool
  9. 9. Functionaliteiten <ul><li>Voorbeelden: </li></ul><ul><ul><li>Screencasts </li></ul></ul><ul><ul><li>Open APIs en mash-ups </li></ul></ul><ul><ul><li>Ratings, reviews, recommended, RSS </li></ul></ul><ul><ul><li>Blogs en wiki's </li></ul></ul><ul><ul><li>Klantkoopfases expliciteren op homepage </li></ul></ul><ul><ul><li>Advies/vergelijk/filter/presenteer modules </li></ul></ul><ul><ul><li>Personalisatie-tools </li></ul></ul><ul><ul><li>Context-sensitieve FAQs </li></ul></ul>
  10. 10. <ul><li>E-MARKETING </li></ul>
  11. 11. E-marketing : PULL <ul><li>Mobile marketing (AdWords, RFID, codes) </li></ul><ul><li>Google Maps/Earth (KML; incl. mobiel) </li></ul><ul><li>Buzz marketing in sociale netwerken </li></ul><ul><li>Widgetization </li></ul><ul><li>Zoekmachine Optimalisatie (SEO) </li></ul>
  12. 12. E-marketing : PUSH <ul><li>Behavioral Targeting (BT) </li></ul><ul><ul><li>Networked Personalization </li></ul></ul><ul><ul><li>RevenueScience, AskNow, Wunderloop </li></ul></ul><ul><li>Social Media Optimization (SMO) </li></ul><ul><ul><li>Link-baiting articles </li></ul></ul><ul><li>Affiliate marketing binnen A-merken sites </li></ul><ul><ul><li>ClickDistrict, Advertising.com </li></ul></ul>
  13. 13. <ul><li>TRENDS </li></ul>
  14. 15. <ul><li>“ Every futurist who </li></ul><ul><li>is worth his salt is </li></ul><ul><li>a historian” </li></ul><ul><li>(Kevin Kelly) </li></ul>
  15. 16. <ul><li>Kennis, Macht & Globalisering </li></ul><ul><li>Kerk en religie (< 1500) </li></ul><ul><li>Natie en staat (1500-1800) </li></ul><ul><li>Onderneming en markt (1800-2000) </li></ul><ul><li>Individu, groep en netwerk (> 2000) </li></ul><ul><li>Smart Mobs / Peer Production / DIY / FabLabs </li></ul>
  16. 17. The Self Organizing Universe
  17. 18. ICT Evolutie <ul><li>1970 – 1980: Connecting Computers </li></ul><ul><li>1980 – 1990: Connecting Networks </li></ul><ul><li>1990 – 2000: Connecting Documents </li></ul><ul><li>2000 – now: Connecting People & Data </li></ul>
  18. 19. Web 2.0 <ul><li>Sociale Machine </li></ul><ul><li>Web = 'OS' (+ offline access) </li></ul><ul><li>Open APIs (open standaarden) </li></ul><ul><li>RSS en Widgets </li></ul><ul><li>Weblogs </li></ul><ul><li>Social networking </li></ul><ul><li>Wiki’s </li></ul><ul><li>Tagging and tag clouds </li></ul><ul><li>User Generated Content (UGC) </li></ul>
  19. 21. Essentie van Web 2.0 ? <ul><li>DATA + life-streams </li></ul><ul><li>Make The Invisible Visible (MTIV) </li></ul>
  20. 22. <ul><li>Web 2.0 </li></ul><ul><li>en </li></ul><ul><li>Marketing </li></ul><ul><li>Strategie </li></ul>
  21. 26. <ul><li>The Future = Wireless </li></ul><ul><li>7 th Mass Medium </li></ul>
  22. 27. Web 3.0 ? <ul><li>Semantic/Intelligent Web ; Web = Database </li></ul><ul><ul><li>Freebase </li></ul></ul><ul><ul><li>Twine </li></ul></ul><ul><ul><li>RealTravel </li></ul></ul><ul><li>Serious Gaming / Simulaties </li></ul><ul><ul><li>Real-life data feeds </li></ul></ul>
  23. 28. <ul><li>Web 2.0 </li></ul><ul><li>+ Mobile </li></ul><ul><li>+ Web 3.0 = </li></ul>
  24. 29. <ul><li>The Metaverse </li></ul>
  25. 30. Metaverse Componenten Verrijking Simulatie Intiem/Personal Extern
  26. 33. 2D -> 3D Trend <ul><li>Film </li></ul><ul><li>Modelleren (CAD/CAM) </li></ul><ul><li>Navigatie </li></ul><ul><li>TV </li></ul><ul><li>Chat </li></ul><ul><li>Printers </li></ul><ul><li>Games </li></ul><ul><li>Boeken </li></ul><ul><li>Foto’s </li></ul><ul><li>Web </li></ul>
  27. 34. <ul><li>“ Humans are not mentally living in the 3D world much of the time, even in the way they inhabit physical space. 3D makes sense in select environments ” </li></ul>
  28. 35. <ul><li>&quot;In the future, everyone becomes a living, 3D destination” </li></ul>
  29. 36. <ul><li>VIRTUAL </li></ul><ul><li>WORLDS </li></ul>
  30. 37. Virtual Worlds <ul><li>100 miljoen unieke gebruikers wereldwijd </li></ul><ul><li>Bijna 10% van alle internet gebruikers wereldwijd </li></ul><ul><li>Voorbeelden: </li></ul><ul><ul><li>Stardoll </li></ul></ul><ul><ul><li>MTV Laguna Beach </li></ul></ul><ul><ul><li>There.com </li></ul></ul><ul><ul><li>Multiverse </li></ul></ul><ul><ul><li>Home </li></ul></ul><ul><ul><li>CyWorld </li></ul></ul><ul><ul><li>Habbo Hotel </li></ul></ul>
  31. 38. Second Life <ul><li>10 miljoen registraties wereldwijd </li></ul><ul><ul><li>Geen betrouwbare indicator voor gebruik </li></ul></ul><ul><li>Per maand 600.000 actieve, unieke gebruikers </li></ul><ul><li>Per maand 30.000 actieve gebruikers uit NL </li></ul><ul><li>Actieve NL gebruikers: 60 uur per maand (!!!) </li></ul><ul><li>Groei in gebruik 10% per maand </li></ul>
  32. 41. Marketing in Virtuele Werelden <ul><li>Uniek kanaal (McLuhan/Tomi Ahonen) </li></ul><ul><li>Gedeelde sociale ervaringen (samen) </li></ul><ul><li>Deelnemers willen iets doen (actiegericht) </li></ul><ul><li>Faciliteer de conversatie ( wikinomics ) </li></ul><ul><li>Openheid </li></ul>
  33. 42. <ul><li>“ By the end of 2011, 80 percent of active Internet users (and Fortune 500 enterprises) will have a presence in virtual worlds” (Gartner) </li></ul>
  34. 43. <ul><li>LIFELOGGING </li></ul>
  35. 44. Lifelogging <ul><li>Blogs </li></ul><ul><li>Twitter en Jaiku/Google </li></ul><ul><li>Seesmic </li></ul><ul><li>Kyte.tv en Operator 11 </li></ul><ul><li>Socialight (mobile tagging) </li></ul><ul><li>iPod & Nike (GPS !) </li></ul>
  36. 45. <ul><li>Via web, mobiel web, sms en IM </li></ul>
  37. 47. Andere werelden
  38. 48. <ul><li>Het abonneren op de levens van jouw vrienden, familie en kennissen </li></ul><ul><li>Het lezen van hun agenda, ideeën en gedachten </li></ul>
  39. 50. Twitter = <ul><li>Connecting People & Data </li></ul><ul><li>Open API </li></ul><ul><li>Globalisation of individuals, groups and networks </li></ul><ul><li>Logging your life (life-logging) </li></ul><ul><li>Makes the invisible parts of peoples lives visible </li></ul><ul><li>Is mainly mobile, 7th mass medium </li></ul>
  40. 51. Lifelogging Toepassingen (1) <ul><li>Prive </li></ul><ul><li>Plezier </li></ul><ul><li>Community </li></ul><ul><li>Spontane ontmoetingen </li></ul><ul><li>Empathie & support </li></ul><ul><li>Noodsituaties </li></ul><ul><li>Multi-tasking (TV, radio, events etc.) </li></ul><ul><li>Reizen </li></ul>
  41. 52. Lifelogging Toepassingen (2) <ul><li>Zakelijk </li></ul><ul><li>Communicatiekanaal (opt-in, pull) </li></ul><ul><li>Informatie (stats, sites, recommendations, tracker) </li></ul><ul><li>Testen (producten, campagnes, concepten) </li></ul><ul><li>Opdrachten </li></ul><ul><li>Partners </li></ul><ul><li>Merknamen </li></ul><ul><li>Nieuwe web applicaties </li></ul><ul><li>Start-ups (TribeMinds) </li></ul>
  42. 53. En wat komt er na Twitter ? <ul><li>Magitti </li></ul><ul><li>Twitterende dieren en objecten </li></ul><ul><li>Mobile Web Server </li></ul><ul><li>Seesmic </li></ul><ul><li>Cluztr </li></ul><ul><li>Dopplr </li></ul>
  43. 58. Ms. Guoleifsdottir Ms. Guoleifsdottir
  44. 61. <ul><li>Collective </li></ul><ul><li>Mind Reading </li></ul><ul><li>Mobile Minds </li></ul>
  45. 62. The Self Organizing Universe
  46. 63. <ul><li>MIRROR </li></ul><ul><li>WORLDS </li></ul>
  47. 64. Voorbeelden Mirror Worlds <ul><li>Google Earth/Maps </li></ul><ul><li>Microsoft Virtual Earth </li></ul><ul><li>Yahoo Maps </li></ul><ul><li>MapQuest </li></ul><ul><li>Earthmine </li></ul><ul><li>Everyscape </li></ul><ul><li>OpenStreetMap </li></ul><ul><li>Google StreetView </li></ul>
  48. 66. Google Earth <ul><li>Marktleider </li></ul><ul><li>> 200 miljoen gebruikers </li></ul><ul><li>3D integratie -> SketchUp </li></ul><ul><li>Functioneel, instrumenteel, economisch </li></ul><ul><li>Markt : iedereen </li></ul><ul><li>Potentie is groter dan virtuele werelden </li></ul><ul><li>MyWorld -> integratie alle Google web apps? </li></ul>
  49. 69. AUGMENTED REALITY
  50. 73. Augmented Reality <ul><ul><li>Hier en nu </li></ul></ul><ul><ul><li>Sterker leer-effect </li></ul></ul><ul><ul><li>Everything is miscellaneous (fysiek + digitaal!) </li></ul></ul><ul><ul><li>Fysieke activiteit </li></ul></ul><ul><ul><li>Duurzaamheid (cradle-2-cradle) </li></ul></ul><ul><ul><li>Andere emotionele binding </li></ul></ul><ul><ul><ul><li>Meer sociaal-relationele kijk </li></ul></ul></ul><ul><ul><ul><li>Meer historische kijk </li></ul></ul></ul><ul><ul><ul><li>Meer zicht op proces </li></ul></ul></ul>
  51. 74. Augmented Reality <ul><li>Verwante technologieën: </li></ul><ul><ul><li>RFID en codes </li></ul></ul><ul><ul><li>GPS </li></ul></ul><ul><ul><li>Zoekmachine </li></ul></ul><ul><li>Pratende objecten met (sociale) historie </li></ul><ul><li>Eigendom en structuur minder belangrijk </li></ul><ul><ul><li>Alles is continu beschikbaar (mensen en objecten) </li></ul></ul><ul><li>Aanbevelingen voor alles (Magitti) </li></ul>
  52. 75. <ul><li>Digitale overlay bij fysieke producten in realiteit </li></ul><ul><li>Digitale overlay bij digitale producten in realiteit </li></ul><ul><ul><li>MOGI / Japan </li></ul></ul>
  53. 78. <ul><li>METAVERSE </li></ul><ul><li>ROADMAP </li></ul><ul><li>2007 – 2016 </li></ul>
  54. 80. <ul><li>“ The same way computer games split between themed (most), casual (many) and nondirective (a few) games, virtual worlds may split accordingly” </li></ul>
  55. 81. <ul><li>“ Smart 3G cell phones which are capable of streaming location based audio, images, and minor video to mobile users will be the next major breakthrough in mirror worlds” </li></ul>
  56. 83. <ul><li>“ Local community members looking at all this geo-data will see new potentials for alliances, co-branding of events, continually reshaping the local virtual real estate” </li></ul>
  57. 84. <ul><li>1) Educational and historical information for the landmarks you are passing </li></ul><ul><li>2) Highly local, up to the minute news, politics, weather, and traffic </li></ul><ul><li>3) Reviews on local restaurants, shopping and entertainment events as you are passing them </li></ul><ul><li>4) On the navigation and cell phone screen, location-based advertisements can pop up </li></ul>CARS
  58. 85. <ul><li>“ Store owners will be able to update their ads in real-time from web interfaces, using their own automated and manual systems. Such ads are likely to create commercial and civic institution-driven flash mobs increasingly in coming years” </li></ul>
  59. 86. <ul><li>“ The Metaverse will accelerate the transition to a knowledge economy where the creativity of individuals and groups become a much more important form of capital. It is a platform for self-discovery, identity, learning, MIY and intrinsic motivation” </li></ul>
  60. 87. <ul><li>“ Metaverse Operating System Protocols emerge -> interfaces between different virtual worlds ; just like Google’s OpenSocial initiative for 2D social networks” </li></ul>
  61. 88. <ul><li>Personal avatars used as representatives and attention mediators in communication platforms </li></ul>
  62. 89. <ul><li>Real-time </li></ul><ul><li>fact checking </li></ul>
  63. 90. <ul><li>Augmented reality matchmaking/dating and business/professional networking service </li></ul>
  64. 91. <ul><li>VISIE </li></ul>
  65. 93. <ul><li>Vragen ? </li></ul><ul><li>[email_address] </li></ul><ul><li>www.yuri.typepad.com </li></ul><ul><li>twitter.com/vangeest </li></ul><ul><li>06-14 375 753 </li></ul>

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