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Productivity & Digital Media


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Guest lecture of Yvonne Klerks & Klaus Hoven at Manchester Metropolitan University - 6th February 2010

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Productivity & Digital Media

  1. 1. Productivity & Digital Media Applied to a music festival in The Netherlands Yvonne Klerks & Klaus Hoven Academy for Leisure
  2. 2. Overview <ul><li>Introduction Yvonne Klerks & Klaus Hoven </li></ul><ul><li>Discover NHTV Breda </li></ul><ul><li>Case: A Campingflight to LowLands Paradise </li></ul><ul><li>Productivity at festival events </li></ul><ul><li>Digital media experiences </li></ul><ul><li>Questions & Discussion </li></ul>
  3. 3. Introduction Yvonne Klerks <ul><li>Lecturer Financial Management </li></ul><ul><li>32 years </li></ul><ul><li>MSc in Business Administration </li></ul><ul><li>Employed since 2005 </li></ul><ul><li>Specialisation Leisure Project Management </li></ul><ul><li>Research on productivity in the leisure industry </li></ul><ul><li>[email_address] </li></ul>
  4. 4. Introduction Klaus Hoven <ul><li>Lecturer Digital Communication </li></ul><ul><li>38 years </li></ul><ul><li>MA in Development Studies </li></ul><ul><li>Employed since 2007 </li></ul><ul><li>Specialisation Leisure Project Management </li></ul><ul><li>E-learning manager </li></ul><ul><li>[email_address] </li></ul><ul><li> klaushoven </li></ul>
  5. 5. Discover NHTV Breda <ul><li>Independent higher educational institute </li></ul><ul><li>5 academies: </li></ul><ul><li>Games & Media, Hotel & Facility, Tourism, Urban design, Logistics & Mobility, Leisure </li></ul><ul><li>11 HBO Bachelor programs Academic bachelor Leisure Sciences Special programs ‘Duaal leren’ </li></ul><ul><li>Field of expertise: Imagineering & Cross Cultural Understanding </li></ul><ul><li>6.500 students , 600 employees </li></ul><ul><li>Website: </li></ul>
  6. 7. Lowlands Facts and figures <ul><li>3 day outdoor summer festival </li></ul><ul><li>Focus on alternative music </li></ul><ul><li>Music, stand-up comedy, film, visual arts, literature and (street) theatre </li></ul><ul><li>Township with 55.000 inhabitants </li></ul><ul><li>Comfortable festival; bars and restaurants, campsite with shower and ‘real’ toilets, supermarkets, daily newspaper, laundry etc. etc. </li></ul><ul><li>Mojo Concerts & Loc7000 </li></ul>
  7. 8. Lowlands Facts and figures <ul><li>Numerous partnerships </li></ul><ul><li>i.e. Coca Cola, Oxfam Novib, Greenpeace, </li></ul><ul><li>Amnesty International, Grolsch, Wrangler, </li></ul><ul><li>Dutch radio & tv stations (3FM, VPRO) </li></ul>
  8. 9. Case Lowlands
  9. 10. Case Lowlands
  10. 13. Arctic Monkeys Snoop Dogg The Prodigy Kaiser Chiefs Lily Allen
  11. 14. Lowlands Enormous festival, enormous organization
  12. 15. Lowlands Productivity <ul><li>How to get and keep the festival profitable? </li></ul>
  13. 16. Lowlands Productivity <ul><li>What is productivity? </li></ul><ul><li>How to get productivity as high as possible? </li></ul>
  14. 17. Lowlands Productivity <ul><li>What is productivity? </li></ul><ul><li>How to get productivity as high as possible? </li></ul>
  15. 18. Lowlands Productivity <ul><li>What is productivity? </li></ul><ul><li>Output / Input </li></ul><ul><li>Input = employees and investments you put in a </li></ul><ul><li>company </li></ul><ul><li>Output = what do you get out of your input. E.g </li></ul><ul><li>turnover and number of customers </li></ul>
  16. 19. <ul><li>Output / Input </li></ul><ul><li>Productivity: always compare one thing to the other </li></ul><ul><li>For example </li></ul><ul><li>Turnover / # employees </li></ul><ul><li># customers / # m2 </li></ul>Productivity
  17. 20. Productivity OUTPUT INPUT
  18. 21. Lowlands Productivity <ul><li>Spending of customers </li></ul>
  19. 22. Lowlands Productivity
  20. 23. Lowlands Productivity
  21. 24. Lowlands Productivity Podpads
  22. 25. Lowlands Productivity
  23. 26. Lowlands Productivity
  24. 27. Lowlands Productivity <ul><li>Not only on the festival itself! </li></ul><ul><li>Preparty of the Festival! </li></ul><ul><li>February 2010 </li></ul>
  25. 28. <ul><li>Number of customers </li></ul>Lowlands Productivity
  26. 29. Lowlands Productivity <ul><li>Online ticket sales </li></ul><ul><li>Social communities </li></ul><ul><li>Creating an atmosphere very enjoyable for groups </li></ul><ul><li>Create a comfortable festival </li></ul>
  27. 30. Lowlands Productivity <ul><li>Costs of employees </li></ul>
  28. 31. Lowlands Productivity <ul><li>Costs of employees </li></ul><ul><li>2,700 staff members </li></ul><ul><li>e.g. self service for visitors </li></ul><ul><li>Volunteers is the magic word! </li></ul>
  29. 32. Lowlands Productivity <ul><li>Costs of materials </li></ul>
  30. 33. Lowlands Productivity <ul><li>Recycling/going green </li></ul><ul><li>Energy provider/partnerships </li></ul><ul><li>Outsourcing e.g. catering & cleaning </li></ul>
  31. 34. Lowlands Productivity <ul><li>Conclusion: </li></ul><ul><li>Focus on </li></ul><ul><li>Spending of customers </li></ul><ul><li>Number of customers </li></ul><ul><li>Costs of employees </li></ul><ul><li>Costs of materials </li></ul><ul><li>Leads to a higher </li></ul><ul><li>Output / Input </li></ul><ul><li>Which means a higher productivity! </li></ul>
  32. 35. Lowlands Productivity A different topic which plays an important role for a festival like Lowlands and which contributes indirectly to productivity is creating communities and customer satisfaction: The use of Digital Media!
  33. 36. Digital Media & Lowlands It’s all about socialising, sharing, creation & communication
  34. 37. Where are we coming from? Hommo Zappiens (W. Veen) 2006
  35. 38. Internet use in The Netherlands Trendbox / STIR Marco Derksen (
  36. 39. Digital Economy 2009 The Netherlands
  37. 40. Digital Economy 2009 The Netherlands
  38. 41. Dutch people have with 6,3 hours of leisure time on an weekly day more time for themselves than the average world citizen (5,8 hour of leisure time). One fifth (19%) of this time is spent on the internet! Functional webbrowsing : - Searching information, comparing products (64%) - Social networking (60%) - Online payments (81%) - Market places (26%) - Online advertising (20 %) Internet use & leisure time
  39. 42. Digital Economy 2009 The Netherlands
  40. 43. Internet penetration in the Netherlands is high and the consumer can be reached well online. Through broadband access and mobile internet the use and user experience is increasing. New online user experiences emerge : From e-marketing to m-marketing & augmented reality Conclusion
  41. 44. <ul><li>Mojo Concerts launched a festival site </li></ul><ul><li>From Pre and post phase </li></ul><ul><li>- General information </li></ul><ul><li>- Program and news </li></ul><ul><li>- Online ticketing </li></ul><ul><li>- Still 5,000+ visitors every month </li></ul><ul><li>Towards Backstage, Stage, Frontstage </li></ul><ul><ul><li>- Broaden customer festival experiences </li></ul></ul><ul><ul><li>- Invite them to participate </li></ul></ul><ul><ul><li>- Build sustainable customer relation </li></ul></ul>Online presence Every festival has it’s website
  42. 45. Online community Stage & Frontstage
  43. 46. Online community Social media strategy <ul><li>The reasons: </li></ul><ul><li>Website as popular part of the marketing mix </li></ul><ul><li>Yearly visitors on previous website (placeholder new dates, nothing to click, visitors still looking for information) </li></ul><ul><li>Fansites are coming up: fora with sharing pictures and videos </li></ul><ul><li>Requests for Lowlands get together and after parties </li></ul><ul><li>Desire to control the common touch / feeling with the festival </li></ul><ul><li>Create enthousiasm, enhance experience and share energy </li></ul><ul><li>Create a niche social network > LowLands as a theme for festival visitors </li></ul>
  44. 47. Online community Stage & Frontstage
  45. 48. Online community Social media strategy <ul><li>Used new media: </li></ul><ul><li>5-weekly podcasts </li></ul><ul><li>Google Map Mashup (where are my LowLife friends) </li></ul><ul><li>My LowLife Friends </li></ul><ul><li>Share photos and videos > sponsored by Grolsch </li></ul><ul><li>Comment on news </li></ul><ul><li>My favorites (bands in the program) </li></ul>Lowlands is a brand with a community in which experiences our shared with friends. Friends who visit Lowlands are the most important reason to buy tickets. Friends are ambassadors for the festival!
  46. 49. Online community Stage & Frontstage
  47. 50. Go mobile! Mobile marketing strategy <ul><li>Mobile payment </li></ul><ul><li>Track & Trace </li></ul><ul><li>- RFID </li></ul><ul><li>- Near field communication </li></ul><ul><li>Bluetooth & SMS marketing </li></ul><ul><li>Mediascapes and GPS games </li></ul><ul><li>Augmented reality (i.e. Layar, Yelps) </li></ul>
  48. 51. Go mobile! iPhone app
  49. 52. Sundance Festival Integrated partnership strategies
  50. 53. Questions & Discussion Thanks for your attention!