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Top marketeersnetwork

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Presentatie Martijn Arts tijdens de TMN Digitale Marketing Update

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Top marketeersnetwork

  1. 1. social media van persoonlijk avontuur naar institutionele strategie© TOTAL IDENTITY 2012 Total Active Media Total Identity 1 Martijn Arts
  2. 2. © TOTAL IDENTITY
  3. 3. © TOTAL IDENTITY
  4. 4. © TOTAL IDENTITY ik ben @arts118
  5. 5. TOTAL IDENTITY Activities Positioning Areas Profiling Consultancy Design Founded Publishing 1963 TOTAL DESIGN Interaction PR 2000 changed name Campaign TOTAL IDENTITY Network partners Group CDR TOTAL IDENTITY Gramma TOTAL PUBLIC WirDesign TOTAL ACTIVE MEDIA ALLCOMMUNICATION Locations SOFTWARE Amsterdam Antwerp No staff Berlin 85 Braunschweig Den Haag Seoul5 ©TOTAL ACTIVE MEDIA
  6. 6. TOTAL ACTIVE MEDIA Activities Design Realisation Communication Ambition Mapping Mixing Moving people Founded 1996 ZaPPWeRK 2007 changed name TOTAL ACTIVE MEDIA No staff 16©TOTAL ACTIVE MEDIA
  7. 7. Journey of my presentation:WEB 3.0“a simple and visual explanation”This graph shows what actions were taken inpublishing and promoting this presentation. Theidea for this graph is drawn from the “journey ofa tweet” by ngonlinenews.com and “the social Published by others to:media effect” by compete.com. totalactivemedia.nl contacted opinion leaders Published manually to: Published automatically on: Posted by others to: personal section; 18 followers pers. profile; 458 connections retweeted multiple times Published automatically on: Published by others to: Posted manually to: homepage - featured section personal section; 403 followers personal profile; 76 followers RESULTS Posted manually to: 5144 views on slideshare 49 favs on slideshare personal section; 403 followers four new 26 embeds via slideshare customers 4 times most tweeted on slideshare 1 time posted as featured on slideshare Manually actions by: > 1.500 times viewed on Frankwatching e-mail (signature) 3 x as much views on totalactivemedia.nl reaching customers / partners Published manually to: Udated automatically by: Manually actions by others: embedded in blogs embedded the slideshare and therefore indexed 23 embeds Published by others to: Posted by others to: Posted manually to: Manually actions by: e-mail and iPhone home - most tweeted section retweeted multiple times personal section; 403 followers contacted (5) opinion leaders
  8. 8. The result is not only four newcustomers and quite some PR. Theresult is also that the definition ofweb3.0 on Wikipedia is ours. Thisshows our thought leadership. Wehelped to define the next stage ofthe web... WIKIPEDIA ENTRY BY MARTIJN ARTS
  9. 9. ik lees meer dan ooit!© TOTAL IDENTITY
  10. 10. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 1/81
  11. 11. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 2/81
  12. 12. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 3/81
  13. 13. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 4/81
  14. 14. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 5/81
  15. 15. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 6/81
  16. 16. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 7/81
  17. 17. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 8/81
  18. 18. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 9/81
  19. 19. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 10/81
  20. 20. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 11/81
  21. 21. Conversation Niches New culture Youth culture Mobile Second screen Technology Ubiquitous Visual data Glocalization Crowdsourcing© TOTAL IDENTITY Generosity 12/81
  22. 22. ik doe meer moois dan ooit!© TOTAL IDENTITY
  23. 23. http://www.mijnscheepvaartmuseum.nl Over ons // het scheepvaartmuseum // Contact // Help // Scholen // Login Uitgebreid zoeken MARTIJN ARTS 17-3 EN 18-3 EEUW 318 hits // 4 spaces door Peter Lok op 10 mei 2010 SAILING HOME Lorem ipsum dolor sit amet, door Martijn Arts op 10 mei PETER LOK consectetur adipiscing elit. Phasellus 213 hits // 3 spaces id nisl duit molestie . // Lees verder… GONE WITH THE WIND door Peter Lok op 10 mei MARTIJN ARTS 318 hits // 4 spaces 17-3 EN 18-3 EEUW LA ISLA BONITA door Peter Lok op 10 mei 2010 door Paul Wolfs op 10 mei PETER LOK Lorem ipsum dolor sit amet, 213 hits // 3 spaces consectetur adipiscing elit. Phasellus VAMOS A LA PLAYA MARTIJN ARTS id nisl duit molestie . // Lees verder… door Peter Lok op 10 mei http://www.mijnscheepvaartmuseum.nl Over ons // het scheepvaartmuseum // Contact // Help // Scholen // Login Uitgebreid zoeken Sluit X CREATE GONE WITH THE WINDTITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECTVervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECTVervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Korte teaser over object orem ipsu dolor sit amet consecte tur adipisicing // Lees verder… + Voeg toe aan favorieten © TOTAL IDENTITYTITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECTVervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Filter collectie lorem ipsumTITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECTVervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Fold
  24. 24. © TOTAL IDENTITY > 250.000 FB likes in 10 months
  25. 25. © TOTAL IDENTITY AWARD WINNER 2011
  26. 26. © TOTAL IDENTITY Average grade 9,6 (out of 10)
  27. 27. bezoek museum collectie onderwijs zakelijk !"#$%&()%*+,- !"#$%&()%*+,- !"#$%&()%*+,- F*ck the 70’s Symposium F*ck the 70’s met Ad Visser Vorm van met Ad Visser vermaak !"#$%&$%("%)*#+ !"#$%$&()*++*,*-$./$(*01*,*12*3$*1442 000S@""+")B"7(+S) 999:)##5+#.(#5;&+:.5 !!! !!! !!! !!! /#-"#$#*0&.1"*23&#,,,4.(5 06,,,/5"(0,,,7.+#*-"#$,,,8"( . 5"Q,"*"#$()4,#-.%("&&&!)B($D&&&5,B$&&&=)+"#Q,"*&&&R,B() bezoek museum collectie onderwijs zakelijk bezoek museum collectie onderwijs zakelijk !"#$ ! %&(#)*#&+,-"#$#. >,"* P(%B"@#"(+&Q,"*") Barend en van dorp >,"*#"$7%.%")&A,,#) FGHI&#"$7%.%") POLYGOON 455)6&-7 & 2(+", & O7+(, "#$%&!%&!(#&!)*$+ & /"*$% "#$%&%()*!++!,!-%(./%)!01!,!12!3%(!1442 & 1,$$("# 8$$%90:$ & (3$%© TOTAL IDENTITY ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  28. 28. CARDIO™ With this iPhone App you can check your online reputation continuously. U can add social media accounts and the App shows your status and score. It tells you what your reach, mentions, new followers and quotes are. Just like in the old days, when reputation management was all about citation indexes and GRP’s, this App tells you what their© TOTAL IDENTITY modern equivalents are.You can add push notification when somethings up or down. The App works similar to a cardio monitor. Your reputation, your pulse! 28
  29. 29. Agenda 1.Proloog - de gelaagde wereld 2.De commerciële wereld - toch nog een paar voorbeelden 3.Mijn wereld - communicatie is innovatie 4.Praktische wereld - de schijf van vijf 5.Buitenwereld - netnografie 6.Continue wereld - contact tuning 7.Sociale wereld - vier lagen van succes 8.Epiloog - de lerende organisatie© TOTAL IDENTITY
  30. 30. © TOTAL IDENTITY proloog
  31. 31. © TOTAL IDENTITY Kennis
  32. 32. © TOTAL IDENTITY Kennis
  33. 33. © TOTAL IDENTITY Kennis
  34. 34. © TOTAL IDENTITY Kennis
  35. 35. © TOTAL IDENTITY Kennis
  36. 36. © TOTAL IDENTITY persoon Kennis
  37. 37. © TOTAL IDENTITY proces per soo n Kennis
  38. 38. © TOTAL IDENTITY organisatie per pro soo ces n Kennis
  39. 39. Kennis persoon pro ces e isati an org (online) middel© TOTAL IDENTITY
  40. 40. © TOTAL IDENTITY per soo n proces markt (on lin org e) an mi isa dd tie el Kennis
  41. 41. © TOTAL IDENTITY pro per soo n ces contact organisatie (on lin e) ma mi rkt dd el Kennis
  42. 42. Kennis (online) middel tie ma isa an rkt org t tac pro action con ces desire© TOTAL IDENTITY interest attention persoon
  43. 43. © TOTAL IDENTITY (on lin org e a )m nis idd ati e el vrijproces centraal centraal markt decentraal decentraal act ion des ire int con ere tac st t att en tio n Kennis per soo n
  44. 44. Kennis contact per att soo n en int rkt tio e ma res n des t ire act ion al tra (on en al al cen dec tra tra lin al cen tra e) organisatie cen mi j vri de dd ces onderdeel el pro© TOTAL IDENTITY afdeling / groep medewerker organisatie
  45. 45. Kennis persoon attention interest pro ces desire vri dec t j tac en cen ntra action dec traal tra con tra al e al cen al tie isa eel ep an d org gro der r ma e g/ site on erk rkt elin tie brand dew a afd nis (landingpages) a me org© TOTAL IDENTITY communities social media (online) middel
  46. 46. © TOTAL IDENTITY per soo n att en tio n int e con res t tac t des ire act ionmarkt vrij proces publiek centraal longtail centraal doelgroep decentraal decentraal persoonlijk org an sit e isa tie b (la on nd rand der ing dee pag l afd com es) m elin un g/ itie gro s ep me soc dew ial me erk (on Kennis org dia er line ani )m e sat i idd el
  47. 47. Kennis organisatie medewerker afdeling / groep (on soc line ces )m pro onderdeel ial com idd j al vri el tra me mu (la en al en al organisatie nd dia bra page dec tra nit tra dec ing cen nd ies al tra sit e cen s) ek act oep bli ion des pu lgr int il one2many rei doe gta jk att ere (broadcast) nli lon en st soo per ti rkt one2few soo on per ma n© TOTAL IDENTITY few2few one2one contact
  48. 48. © TOTAL IDENTITY pro org ces ani sat me i e j vri dew afd erk en dec elin er tra g/ al gro on ep dec e cen ntra der dee l tra al al org an cen tra isa al tie site actionpersoon desire brands interest (online) middel attention communities social media (landingpages) on pu (br e2m bli oad any ek cas t) on doe e2f lgr ew oep few lon 2fe gta w l i on per e2o soo ne Kennis nli jk con ma t rkt act
  49. 49. Kennis (online) middel social media communities e er i sat per ma brands erk ani ep rkt soo org (landingpages) gro dew lon nli g/ l doe gta dee site me jk elin lgr i der e l rat afd pu oep on po bli traditionele cor c communicatie oad any verouderd? t) cen cas (br e2m cen ntra dec ew tra on al dec tra al e2f e w action 2fe al on en ne few tra e2o vri al act desire pro j on t con ces interest© TOTAL IDENTITY attention persoon
  50. 50. t) cas ek oad any bli (br e2m pu on oep ew lgr e2f doe on i l w gta 2fe lon few jk nli ne e2o soo per onKennis rkt act t ma con user-generated communicatie social media attention moderne (online) middel hype? persoon e i ces sat ani m pro e dew org j afd er ker vri e lin a l g tra / g en roe dec aal on d p ntr e rde ece e l a ld org tra a nis cen tra al a tie cen © TOTAL IDENTITY
  51. 51. © TOTAL IDENTITY Kennis
  52. 52. © TOTAL IDENTITY Kennis
  53. 53. © TOTAL IDENTITY Kennis
  54. 54. Kennis (online) middel tie ma anisa rkt org pro ct ces ta con persoon© TOTAL IDENTITY
  55. 55. Kennis (online) middel e ma ati rkt ga nis or pro ces t act con persoon cen ny tra a al e2m on action© TOTAL IDENTITY
  56. 56. Kennis (online) middel ie ma i sat rkt organ pro ct ces ta con persoon cen ny tra a al e2m on action cen dec traa ew en l 2f tra o ne al desire© TOTAL IDENTITY
  57. 57. Kennis (online) middel e ma ati rkt ga nis or pro ct ces ta con persoon cen y tra an al e2m on action ce dec ntraa ew en l e2f tra on al desire dec en tra 2 few al few interest© TOTAL IDENTITY
  58. 58. (online) middel Kennis i e ma sat rkt g ani or pro ct ces ta con persoon cen ny tra a al e2m on action ce dec ntraa ew en l 2f tra one al desire dec en fe w tra w2 al fe interest© TOTAL IDENTITY vri n e j e2o on attention
  59. 59. © TOTAL IDENTITY Kennis
  60. 60. Kennis (online) middel social media communities e er i sat per ma brands erk ani ep rkt soo org (landingpages) gro dew lon nli g/ l doe gta dee site me jk elin lgr i der e l rat afd pu oep on po bli cor c top-down communicatie oad any t) cen cas (br e2m cen ntra dec ew tra on al dec tra al e2f e w action 2fe al on en ne few tra e2o vri al act desire pro j on t con ces interest© TOTAL IDENTITY attention persoon
  61. 61. Kennis (online) middel social media communities e er i sat per ma brands erk ani ep rkt soo org (landingpages) gro dew lon it nli g/ un doe gta site me jk elin ess lgr i e l rat pu sin afd oep bli po bu cor ek oad any t) ce cas (br e2m ntr cen ntra dec ew aal on dec tra al e2f e w action 2fe al on en ne few tra e2o vri gerichte communicatie al act desire pro j on t con ces interest© TOTAL IDENTITY attention persoon
  62. 62. Kennis (online) middel social media communities e er i sat per ma brands erk ani rkt soo org nt (landingpages) dew me lon nli l doe art gta dee site me jk dep lgr tie i der l pu isa oep on bli an ek org oad any t) cen cas (br e2m cen ntra dec ew tra on al dec tra al e2f e w action 2fe al on en ne few tra e2o vri al act desire pro j on t con ces community communicatie interest© TOTAL IDENTITY attention persoon

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