Lezing Xerox

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Lezing bij Xerox voor het Benelux Congress op 15 oktober 2009

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  • This figure gives me the chills everytime I see it. Lets start with Yahoo…the first in the list. Only 15 years ago! Internetexplorer…a part of most peoples live, 14 years ago. Than, the top10 brand Google, worth more than 60 biljon. Ever seen a company do this in 10 years? They rule half the world and did that in 10 years! Than, 2000, napster the first wellknown internetprovider took the stage. After that Wikipedia started, now only 8 years longer it is more accurate than the encyclopedia brittanica. Only in 2002 the first weblogs appeared. I Can’t imagine a world without weblogs…there are so much now. For every little thing is a blog, even about the cat from the neigbours. Almost all selfrespecting blogs are based on the free open source platform of wordpress, founded in 2003. 6 years later, mat mullenweg the founder is one of the richest internetntrepreneurs around the world, and he is only 25 years old…exactly my age! Damn…where did I go wrong :p . In 2003 the first major social networks come into town, myspace and linkedin. When you look at facebook it is unbelievable it is founded in 2004, only 5 years ago. Wright now, it has 250 milion members! 2005, youtube was founded….18 hours of video per minute already. And 2006 the current hype Twitter was opened. If you look at this figures you can most defenitly say that no other medium like internet ever was adopted so fast as social media. Off course that has major influences on society.
  • Social media is actualy quiet easy to explain. It stands for …….. In short words, social media is many-to-many communication.
  • If we look at their profiles, the differences are obvious. A lot more creators, and a lot more spectators. Most obviuos however is the difference in inactives. And I can tell you…this are figures from 2007/2008. For 2009 they are even more extreem.
  • If we look at some of the more well known examples, just to give you a clue, this are the ones to take into account: We start with Flick…the online fotosite, that currently added video as well. Youtube off course. The third is off course wikipedia. Wikipedia shows us a typical social media feature: a little group of internetactives makes the content for milions and milions of readers. Some call this sick and dangerous…I believe in the wissdom of the crowd. False messages will be detected by the crowd. Off course we must call facebook, because they currently are trying to become the platform form whish you do everything on the internet…from mailing till payments. Facebook wants to be your home on the internet. Althougs, there are trend on the horizon that are not in favour of big social networks. Small niche networks offer more value and have the future. Ning is a free site where you can start your own niche little social network. Over 1 milion networks are already started on Ning. And last but not least, our just mentioned Wordpress.
  • The americans of foresster, and than mainly their former employee Jeremiah Owyang, have done a few very interesting Social media surveys. Jeremiah indicated that the social web knows 5 era’s of development. First we have the era ofsocial relationships…we passed that already. Think about Myspace and Facebook. The second era is the era of widgets and apps that give extra functionality to our profiles. We also passed this era.
  • The third era is developing at this moment, as we stand here. We see more and more colonization of sites. Think about Shared ID and that sort of thing. You can now read and react on a weblog through facebook for instance, without ever leaving the fecebook framework. This era will deal with the problem that we have to log in on 399 different places all the time. The fouth era is the so called web3.0, or semantic web. In this era technology will be so smart that it recognizes context in pages, in stead of only ons and zeros. In this era social networks will be able to really understand the context between you and your contacts. In the fifth and last era, the social web will be commercialised..but in a good way. Because technology can add context, spam is no longer necessary. Advertising will always be relevant for you, and will most of the time be initiated by your own friends. Word of mouth and referencemarketing will be glorious in this era.
  • But…why does social media flourishes so enormasly in this last years…it has to do with a few thing.
  • The first one is our digital heritage. There are digital natives and digital immigrants. To which of those we all belong do you think?
  • Well, we are all digital immigrants that lived without internet, and think the internet is quite exiting.
  • And than we have the digital natives….the grew up with internet, don’t know it wasn’t there a few years ago. They look at internet like we are looking at a dishwacher. It’s usefull, and just has to work. I’m totally not interested in how it works…..if it works, its great. The are not interested in the technology behind it, and take the internet for granted.
  • Jongeren zijn NIET de early adopters, ze vinden internettechnologie niet zo spannend en wachten wel tot dat het voor hen NUTTIG gaat worden. De early adopters zijn de groep 25-45.
  • What are the possible revenues from social media? The revenues can me categorised under two main functions: - 1: reduce costs for all this points
  • Or: 2: raise turnover
  • But, it is not all fun and games, you DO have to make some costs as well. (1) You must be open and vulnerable. When you start with social media you go into direct conversation with your customers. This makes you vulnerable, because the marketing is no longer on its ivory tower looking over the customers. You make your company more open to the public, an that’s asks for a culturechange within the company.
  • (2) You have to give away free content. Peoples are no longer willing to pay for online content. This is a big point of discussion. Well knows enfant terrible of web2.0 Andrew Keen is very sceptic about this. In his opinion we are killing our own cultural knowledgebase with this rediculas free content attitude. I partly aree with this…our opinion that eveything is free is not very nice…but it could be turned into revenues for companies, so its not That terrible. What do you guys think?
  • (3) Yes…social is investing a lot of time sweat and patience!!! You don’t become social and recognised in one day. Building a community asks for a communitymager that is going to provide the starting community with content and interactivity. Only than, other people wil see the value and go interact as well. Most of the times it takes you a few months before the first reaction on your blogpost is written….So, don’t panic if you don’t get reacties, be patient, the interaction will develop and you ARE noticed. Rule number one is of course that you can in fact offer value.
  • Let start with blogging. I will try to give you examples of every tool…general examples and examples from out of your own league. A blog is actually nothing more than a traditional newspaper online…..with one big difference: Interactivity. You can’t react on a newspaper…you can on a blog. This can really encourage good (or bad) discussions, and lets peoples share their thoughts. You can use blogs for different goals: You can for instance use it to inform the public about different things, like for instance medicines. But you can also learn a great deal about your profession for other blogs of course. I read about 50 blogs every couple of days…just to keep up with my profession. You can share your thoughts on blogs, and get ideas from the reactions people place and the discussions that are going on. And last, but not least, a blog is an excellent way to score attention is for instance Google, and is is also an excellent way of building authority within your field of interest. I use my blogs to become an authority in Social media marketing for instance.
  • Lets look at the first general example. I took the Google blog to let you see what the impact of a blog can be. The Google blog has over 549000 RSS followers…that’s a lot! Everytime they release new features or programms, google places a message on this blog. If they do, most of the times on 1000 th of blogs all over the world the message is repeated. What objective we mentioned are they focussing on? : Inform public
  • This is a very interesting one…microblogging. Enormously hyped at the moment because of Twitter of course, but never the less very intetesting. Microblogging added a new dimension to the letter WWW….<verder uitleggen>
  • One of the companies that uses Twitter to sell products (which is not easy because I said before that social is not a good tool for direct sales) is Dell. The have a Twitter account with over 1 milion followers…on which the sell extra cheap products. The fact that this are unique offers makes it valuable to follow. If it were storeprices, no one would follow. In jun 2009 Dell announced they had more than 2 milion revenues from their Twitteractivity. One of the first real successtories.
  • I don’t know if you guys have seen this one, but it created a big discusson. Look at the next video and focus on the cat and the ford. Ford actually denied that this video was made by them, until someone found out that is dit come from them. This video had an enormous affect, but ford was stupid to not handle it well. What objective is in focus: Viral
  • Now lets take a look at one of my favourite social media applications/phenomena….cummunities. Communities are interactive groups that are connected (online in this case) because of a mutual interest!! That mutual interest is important to remember in relation to social networks, as you will found out soon. For that reason the cartoon left Is actualy quit pore…is is about facebook and facebook is not a community, but I just thought it was funny…so, there you go.
  • Important to know is that you cannot MAKE a community. The community or its ingredients should allready be there, the only thing you do is giving it a platform to community, spread en reinforce itself. Social media gives the members the chance to be a more active part in the community, and to be so whenever and wherever they want…through the computer or mobile phone.
  • <uitleggen>
  • Ok, so far for communities. Now look at Social networks. The two are often called together of mixed, but they are far from the same. Where the community is centrered around a mutual interest, the social network is a web of friend and peoples you know, not per defenition centrered around mutual interest. I for instance connect with all my friends on a Social network, without them sharing my interest in Social media. My own blog and the sites around it form the community, in which the mutual interest is social media. What you do see a lot is that peoples start to form communities within vast social networks. In facebook for instance, you can start a group around a theme. The Vincent van Gogh group has 215thousend members, all situatied arount the theme van Gogh. This is most certainly a community, but to big to be a niche community however.
  • Facebook is the best example of a social network that is concurring the world. With over 250 milion members, the marketingpower is unbelievable. Last 9 month, they gathers 100 milion members, of which more than half monthly returns! Facebook recently bought an aggregatorstatrup called friendfeed for 22 milion, and want te become your sort of homepage on the internet, from which you do everything: Connect with friend, messaging, mailing, surfing, buying thing etc etc. But still, they had a loss of 5o milion dollars last year. Some smaller networks who’ve also grown, but less fast….like Linkedin, or the german Xing did manage to make profits.
  • Social networks can be very interesting for companies and memberorganisations, because it gives you the opportunity to brand your services, connect with your possible targetgroup and get into a real conversation. However…advertising on a social network in traditional ways is useless. And that’s quite logical, because when peoples are in a social private setting they don’t want to be bothert with advertising, would you want to. It is no coincidence that the clickthroughratios of banners, that are already very low, are even lower for banners in social networks. So, No banners please!!
  • Social networks can be very interesting for companies and memberorganisations, because it gives you the opportunity to brand your services, connect with your possible targetgroup and get into a real conversation. However…advertising on a social network in traditional ways is useless. And that’s quite logical, because when peoples are in a social private setting they don’t want to be bothert with advertising, would you want to. It is no coincidence that the clickthroughratios of banners, that are already very low, are even lower for banners in social networks. So, No banners please!!
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • An example of good use with RSS is ChrisBrogan, a well knows Social media expert. Look at the arrows, than you see that he has over 29000 RSS readers, a lot! His RSS buttons….per newsletter as I just explained to you, and per RSS feed have a very dominant place on his site.
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • Lezing Xerox

    1. 1. Social media & Communitymarketing Social media revolution October 15 th 2009 // Sjef Kerkhofs
    2. 2. Xerox congress 2009 Welcome !
    3. 3. Topics for today StepFree | Social media consulting <ul><li>Deel 1: </li></ul><ul><li>What is Social media </li></ul><ul><li>Deel 2: </li></ul><ul><li>Different tools </li></ul><ul><li>Deel 3: </li></ul><ul><li>Social media in the print industry </li></ul>
    4. 4. Part 1 // What is Social media <ul><li>Fast developments </li></ul><ul><li>What is…. </li></ul><ul><li>Era’s </li></ul><ul><li>Digital heritage </li></ul><ul><li>Costs & Revenues </li></ul>StepFree | Social media consulting
    5. 5. Fast developments! StepFree | Social media consulting
    6. 6. What is Social media? ‘ A collection of online communication techniques, that gives us the opportunity to express ourselves individually, in stead of through organizations ’ - Sjef Kerkhofs StepFree | Social media consulting
    7. 7. From organization to individual StepFree | Social media consulting
    8. 8. Examples StepFree | Social media consulting
    9. 9. 5 eras of the Social web 1 2 Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/ StepFree | Social media consulting
    10. 10. 3 4 5 Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/ StepFree | Social media consulting
    11. 11. Why does it flourish? StepFree | Social media consulting Photo by: Macieklew
    12. 12. (1) Digital Heritage Photo by: Shermeee StepFree | Social media consulting
    13. 13. Digital immigrants http://www.inoverheid.nl/intermediair/img.db?1372139 StepFree | Social media consulting
    14. 14. Digital Natives Photo by : cd.harrison StepFree | Social media consulting
    15. 15. But, beware, contra reaction Recent research from Nielsen shows us that: <ul><li>Teens are NOT the drivers for online video. </li></ul><ul><li>Teens browse > 50% LESS than digital immigrants. </li></ul><ul><li>Teens are not the early adopters of most Web2.0 tools. </li></ul><ul><li>Teens visit lot of the same websites as you. </li></ul><ul><li>Teens are MOBILE! </li></ul><ul><li>For instance: eReaders on University no succes !! </li></ul>StepFree | Social media consulting
    16. 16. Photo by : MiguelVera What can we do with it…? <ul><li>Branding </li></ul><ul><li>Public relations </li></ul><ul><li>Share info / Learn </li></ul><ul><li>Customerservice </li></ul><ul><li>Internal comm. </li></ul><ul><li>Loyalty </li></ul><ul><li>Marketresearch </li></ul><ul><li>Crowdsourcing </li></ul><ul><li>Acquisition </li></ul>StepFree | Social media consulting
    17. 17. Revenues StepFree | Social media consulting (1) Reduce costs <ul><li>Branding </li></ul><ul><li>Internal learning </li></ul><ul><li>Internet communication </li></ul><ul><li>Marketresearch </li></ul><ul><li>Customerservice </li></ul>
    18. 18. Revenues StepFree | Social media consulting <ul><li>Branding </li></ul><ul><li>More leads (exposure) </li></ul><ul><li>Raise loyalty </li></ul><ul><li>Better fit to market </li></ul>(2) Raise turnover
    19. 19. StepFree | Social media consulting Costs <ul><li>Vulnerable and open </li></ul>Photo by : Monica’s dad
    20. 20. StepFree | Social media consulting Costs (2) Give free content Photo by : Kalandrakas
    21. 21. StepFree | Social media consulting Costs (3) Lots of time, sweat and patience Photo by : VoxEfx
    22. 22. Part 2 // Different Social media <ul><li>Blogs / Microblogs </li></ul><ul><li>Photosharing </li></ul><ul><li>Online video </li></ul><ul><li>Communities </li></ul><ul><li>Social networks </li></ul><ul><li>RSS / Aggrerators </li></ul>StepFree | Social media consulting
    23. 23. Blogging StepFree | Social media consulting Cartoon: volkskrantblog
    24. 24. Example print? Print industry StepFree | Social media consulting
    25. 25. Microblogging StepFree | Social media consulting W WW Who What Where
    26. 26. Example Twitter Dell StepFree | Social media consulting
    27. 27. Online video Ford Viral StepFree | Social media consulting
    28. 28. Communities ‘ An interactive group of peoples that are connected (online) because of a mutual interest.’ StepFree | Social media consulting
    29. 29. Communities You don’t ‘make’ communities, they are already there. Social media just gives us the tools to be part of a community whenever and wherever we want to. StepFree | Social media consulting
    30. 30. 99designs StepFree | Social media consulting Example
    31. 31. Social networks Web of friends and peoples you know or met. Not necessarily situated around a mutual interest. StepFree | Social media consulting Photo : BotHeredByBees
    32. 32. General example Facebook StepFree | Social media consulting Photo: Jacob Botter : Centre of the internet?
    33. 33. StepFree | Social media consulting NO BANNERS PLEASE !! Would you SPAM at a networkmeeting? Photo by: freezelight
    34. 34. StepFree | Social media consulting Banners in Social networks don’t work! <ul><li>Unless: </li></ul><ul><li>Personalised </li></ul><ul><li>Relevant </li></ul><ul><li>Easy to shut down </li></ul><ul><li>Interactive </li></ul>
    35. 35. RSS S imple StepFree | Social media consulting R eally S yndication
    36. 36. Example segmenting RSS Chris Brogan StepFree | Social media consulting
    37. 37. Part 3 // The print industry <ul><li>Facts </li></ul><ul><li>Future </li></ul><ul><li>How can you use Social? </li></ul>StepFree | Social media consulting
    38. 38. StepFree | Social media consulting Facts are hard!
    39. 39. StepFree | Social media consulting Dark forecast! <ul><li>But !! </li></ul><ul><li>Next year, traditional will move to direct marketing </li></ul><ul><li>Print has authority </li></ul><ul><li>Print is more readable (long text). </li></ul>Photo by: EuroMagic
    40. 40. StepFree | Social media consulting However, large produc-tion will decline ! Photo by: net_efekt <ul><li>Smaller Audiences mean more depth in content </li></ul><ul><li>Total volume of all printing will decrease </li></ul><ul><li>Growth in print volume only if you add value </li></ul><ul><li>Growht in local printing </li></ul>
    41. 41. StepFree | Social media consulting In order to survive… Photo by: eschipul F.I.: Blog & Magazine Don’t be your enemy Complementing services Don’t fight, embrace!
    42. 42. StepFree | Social media consulting Why be your own enemy ?! ‘ You are perfectly positioned to be the hub in new channels in print digital or whatever. Why? Because of your establishment and experience.’
    43. 43. StepFree | Social media consulting Print industry will have to evolve to crossmedia providers. Internet as well as print!
    44. 44. StepFree | Social media consulting Large companies have the advantage. Only niches can beat them! <ul><li>Lot of niche acquisitions I think, to become multimedia/crossmediaproviders </li></ul>
    45. 45. StepFree | Social media consulting Let us end with sunshine, you’re in a good position to evolve, but start now and be open to change.
    46. 46. Questions ? Photo by : CarbonNYC StepFree | Social media consulting
    47. 47. Linkedin.com/in/sjefkerkhofs Twitter.com/sjefkerkhofs Tel: +31648360649 Mail: sjef@stepfree.nl I’m here for you ! StepFree | Social media consulting

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