Subscription to Renewal (PART I - Grontmij)

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In this presentation, held for Grontmij N.V. (www.grontmij.com), I presented future developments of the web. I specifically address Crossmedia communication, Search Engine Optimization (SEO) and online marketing.

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Subscription to Renewal (PART I - Grontmij)

  1. 1. Grontmij 2009 Total Active Media © TOTAL IDENTITY Martijn Arts 1
  2. 2. Total Identity Areas Activities Consultancy Positioning Design Profiling Publishing Interaction Founded PR 1963 TOTAL DESIGN Campaign 2000 changed name Earnings TOTAL IDENTITY 2005 10,7 mln 2006 11,9 mln Group 2007 14,2 mln TOTAL IDENTITY 2008 13,4 mln - Amsterdam - The Hague Network partners TOTAL ACTIVE MEDIA Antwerp VERMEULEN Bolzano ALLCOMMUNICATION © TOTAL IDENTITY Bremen SOFTWARE Dubai Hamburg No staff Lisboa 112 Madrid 2
  3. 3. Martijn Arts Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Managing Director. Total Identity Shareholder Board of directors © TOTAL IDENTITY Social Networks LinkedIn Hyves Twitter (arts118) 3
  4. 4. We start difficult in order to end simple! © TOTAL IDENTITY 4
  5. 5. 5 © TOTAL IDENTITY online
  6. 6. WEB 1.0, 2.0, 3,0, … © TOTAL IDENTITY 6
  7. 7. 7 © TOTAL IDENTITY WEB 1.0
  8. 8. 8 © TOTAL IDENTITY WEB 2.0
  9. 9. 9 © TOTAL IDENTITY WEB 3.0
  10. 10. WEB 4.0 © TOTAL IDENTITY 10 petitinvention.wordpress.com
  11. 11. WEB 1.0 • 1997-2005 • “Everyones first time” • Network as broadcasting channel fort text and images • Paper publishing done on screen — no new concepts • One-size-fits-all or broadcasting • Contentmanagement • “the web of documents” — page based internet • Internet seen as antisocial • Internet as speciality • Use only on workstation © TOTAL IDENTITY 11
  12. 12. Just words... • world wide web — www • hyperlink • chatten • forum • newsgroups • Gopher • animated gif • imagemap • HTML • e-mail • homepage © TOTAL IDENTITY • banner • zoekmachine — googelen 12
  13. 13. WEB 2.0 • 2005-2009 • Hype or marketing term — possibilities were always there • Network as distribution channel — applications as modules • Users own data — user generated content • Best practices and archetypes have evolved in websites • WIKI’s, RSS and webservices — website as mashup • Open architectures invokes semantic web and free structures • Social-networks and social communities florish • Internet as part of everyones business • Use at different places and moments — information based © TOTAL IDENTITY 13
  14. 14. Just words... • User generated content • WIKI • Blogging — moblog, weblog • VOIP • RSS • AJAX • Profiling • Mashup • Open source • Tagging • Widgets © TOTAL IDENTITY • Social bookmarks 14
  15. 15. WEB 3.0 • 2009-2010 • Transformation to a more seamless and interoperable whole • Network as platform — integration of modules and channels • Distributed databases — the ‘World Wide Database’ • Open service business models — Webservice interoperability • Transformation to a more seamless and interoperable whole • Open X — OpenID, -APIs, -data formats, -source, DataLicense • “People are part of the web” • Internet is not mentioned anymore • Everywhere anytime — ubiquitous connectivity, X-chanel © TOTAL IDENTITY 15
  16. 16. Just words... • the intelligent web • Grid and cloud computing • Open Data License • Roaming portable reputation • Semantic web — folksonomy • Autonomous agents • Statement-based datastores • Machine reasoning • Twitteren • e-Ink © TOTAL IDENTITY Jan Chipchase (Nokia) 16
  17. 17. WEB 4.0 • 2010-? • Web-based information / -applications integrate in real world • Technology is becoming invisible — it really is a vehicle • Integrated streaming media — flow of emotions • Open media communication — psychology of machines • Location, information and time interoperate — the Borg • Any media is searchable / integratable — visual search etc. • Augmented reality — extensions to everything we know • Everything is touchable, communicative etc. • Beyond channels and semantics — rich content / rich media © TOTAL IDENTITY 17
  18. 18. Just words... • pocketable — wearables • extreme rich media • real time associations • associative learning • augmented reality • technology literacy • blurring boundaries • invisible, social cues • ambient technology • contextual profiling • serial-solitary © TOTAL IDENTITY 18
  19. 19. crossmedial consumer © TOTAL IDENTITY 19
  20. 20. © TOTAL IDENTITY 20
  21. 21. some day last week... © TOTAL IDENTITY 21
  22. 22. © TOTAL IDENTITY 22 WEB 4.0
  23. 23. a few days later... © TOTAL IDENTITY 23
  24. 24. WEB 4.0 © TOTAL IDENTITY 24 petitinvention.wordpress.com
  25. 25. © TOTAL IDENTITY 25 WEB 4.0
  26. 26. © TOTAL IDENTITY 26 WEB 4.0
  27. 27. next morning... © TOTAL IDENTITY 27
  28. 28. © TOTAL IDENTITY 28 WEB 4.0
  29. 29. © TOTAL IDENTITY 29 WEB 4.0
  30. 30. worked too hard... © TOTAL IDENTITY 30
  31. 31. © TOTAL IDENTITY 31 WEB 4.0
  32. 32. © TOTAL IDENTITY 32 WEB 4.0
  33. 33. © TOTAL IDENTITY 33 WEB 4.0
  34. 34. © TOTAL IDENTITY 34 WEB 4.0
  35. 35. © TOTAL IDENTITY 35 WEB 4.0
  36. 36. © TOTAL IDENTITY 36 WEB 4.0
  37. 37. went to bed... © TOTAL IDENTITY 37
  38. 38. © TOTAL IDENTITY 38 WEB 4.0
  39. 39. Afghanistan conference • Heard of it from the customer (minBUZA) last week • Saw the news monday driving on A4 - police and black cars • Went to www.minbuza.nl and to special conference site • Scanned the METRO in the subway • Followed some news on BNR radio in my car on tuesday • ... worked too hard ... • msn (adium) from friend: Verhagen Twittert on conference • Went to www.hierisministerverhagen.nl and twitter • Went to www.uitzendinggemist.nl and saw P&W • Went to www.youtube.nl and watched fragments © TOTAL IDENTITY • ... went to bed ... • maybe saturday I willl read my saturday NRC 39
  40. 40. crossmedial communication © TOTAL IDENTITY 40
  41. 41. What’s next? Krant: Wat betekent deze crisis voor de lezer? Why? Site: Uitleg aard van de problemen Krant: Nieuws + Reconstructie overname ABN Video: Technische analist en Fortisbeleggers in Belgie Site: Overzicht koersontwikkelingen financiële instellingen Depth What? SMS: Fortis in problemen © TOTALACTIVE MEDIA SMS: Koers Fortis Keldert SMS: Staat neemt belang 49% SMS: Fortis genationaliseerd 24 48 72 96 Productiontime and publication time (hrs) SOURCE: Pieter Kok – crossmedia publishing Volkskrant 41
  42. 42. What’s next? film documentary Dossier knowledgebase / -archivearticle Scientific vakblad book Why? radio jaarverslag business movie corporate brochure (online) corporate brochure podcast thematical portal weblog magazine E-magazine paper brochure webradio glossy leafletorganisational portal Depth Newspaper PDF-newspaper Campaigning website What? E-mail newsletter papieren nieuwsbrief E-card © TOTALACTIVE MEDIA Mobile website mail report Mail-signature T-mobile Orange mail alert i-mode SMS-alert GoogleGadget Vodafone live! RSS bannerNarrow-casting Productiontime and publication time (hrs) 42
  43. 43. © TOTAL IDENTITY 43
  44. 44. Crossmedia (also known as Cross-Media, Cross-Media Entertainment, Cross-Media Communication) is a media property owned , service, story or experience distributed across media platforms using a variety of media forms. It refers to the journey or linkages across devices and through forms and is most evident in branded entertainment, advertising, games and quest based forms such as Alternate Reality Games where there are a range of dependencies between the media © TOTAL IDENTITY placed across devices and fragments there-of. 44
  45. 45. © TOTAL IDENTITY 45
  46. 46. NOT! crosschannel multimedia multichannel © TOTAL IDENTITY 46
  47. 47. over to you... © TOTAL IDENTITY 47
  48. 48. © TOTAL IDENTITY 48 Grontmij.com
  49. 49. © TOTAL IDENTITY 49
  50. 50. © TOTAL IDENTITY 50
  51. 51. © TOTAL IDENTITY 51
  52. 52. © TOTAL IDENTITY 52 What now...
  53. 53. optimization, a disciplined job... © TOTAL IDENTITY 53
  54. 54. © TOTAL IDENTITY 54
  55. 55. Optimizing the website Functional: • Download time • Dead links • Browsercompatibility • Forms © TOTAL IDENTITY 55
  56. 56. © TOTAL IDENTITY 56
  57. 57. Optimizing the website Search: • Keywords • On page searchengine optimization • Off page optimization • measure rankings • measure findabillity • accessabillity © TOTAL IDENTITY 57
  58. 58. © TOTAL IDENTITY 58
  59. 59. Optimizing the website User friendlyness: • write for a target audience • readabillity • navigation and informationstructure • optimizing the 404 page • forms • internal search • measure and improve © TOTAL IDENTITY 59
  60. 60. © TOTAL IDENTITY 60
  61. 61. Optimizing the website • Stappenplan website optimalisatie (deel 1): http://www.frankwatching.com/archive/2009/03/06/ stappenplan-website-optimalisatie-deel-1/ • Stappen website optimalisatie (2): vindbaarheid en toegankelijkheid: http://www.frankwatching.com/archive/2009/03/13/ stappenplan-website-optimalisatie-2-vindbaarheid-en- toegankelijkheid/ • Gebruiksvriendelijkheid: http://www.frankwatching.com/archive/2009/03/25/ stappenplan-website-optimalisatie-3-gebruiksvriendelijkheid/ © TOTAL IDENTITY 61
  62. 62. © TOTAL IDENTITY 62 SEO
  63. 63. © TOTAL IDENTITY 63
  64. 64. © TOTAL IDENTITY 64
  65. 65. What is SEO? SEO = Search Engine Optimization Het trekken en sturen van bezoekers vanuit zoekresultaten alle zoekresultaten: betaald, onbetaald, lokaal, mobiel, Google, MSN Live, Marktplaats etc. van zoekresultaten naar conversie “Meer dan hoog scoren, het gaat om de inspanning, positie, bezoekers en conversie. Maar ook veel gerelateerde aspecten als meetbaarheid, usability, promotie e.d” © TOTAL IDENTITY Peter van der Graaf – SEO marketeer 65
  66. 66. © TOTAL IDENTITY 66
  67. 67. Statistics 98% of all internet users use search engines 85% regard a brand that is high in search results as a top brand 50% of online transactions result from a search engine entry © TOTAL IDENTITY 67
  68. 68. © TOTAL IDENTITY 68
  69. 69. (2) 96% click here (3) 31% click here Text (1) 98% click here © TOTAL IDENTITY 69
  70. 70. Imporovements On page searchengine optimization: title tag, meta-description, url, titel, tekst Off page optimization: PageRank, relevance, linktext, linkbaiting, social networks Measure rankings: http://tools.seobook.com/firefox/rank-checker/ Keywords: Longtail https://adwords.google.nl/select/KeywordToolExternal © TOTAL IDENTITY 70
  71. 71. © TOTAL IDENTITY 71
  72. 72. so the point here is... © TOTAL IDENTITY 72
  73. 73. be disciplined optimize use standards one step at a time zapp and learn © TOTAL IDENTITY 73
  74. 74. © TOTAL IDENTITY 74 too much text
  75. 75. © TOTAL IDENTITY 75
  76. 76. © TOTAL IDENTITY 76
  77. 77. © TOTAL IDENTITY 77
  78. 78. © TOTAL IDENTITY 78
  79. 79. It’s all about ideas • Unique ideas spread themselves • Online marketing is all about ideas • But also on listening to real needs • Within a personal context • And within the corporate story • Keeping things simple • And dearing to “just do it!” © TOTAL IDENTITY 79
  80. 80. Internet Marketing © TOTAL IDENTITY 80
  81. 81. marketing, a creative job... © TOTAL IDENTITY 81
  82. 82. It’s all about ideas • Crossmedia - refer on one to the other • Integrated - one concept and message • Features - simple and small • Functionalities - add value to real needs • Playful - everyone likes fun and it stands out • Viral - use the network • Transparant - network © TOTAL IDENTITY 82
  83. 83. © TOTAL IDENTITY 83
  84. 84. © TOTAL IDENTITY Viral marketing 84
  85. 85. © TOTAL IDENTITY 85
  86. 86. © TOTAL IDENTITY Feature marketing 86
  87. 87. © TOTAL IDENTITY 87
  88. 88. © TOTAL IDENTITY Social marketing 88
  89. 89. © TOTAL IDENTITY 89
  90. 90. © TOTAL IDENTITY Functional marketing 90
  91. 91. so the point is*... © TOTAL IDENTITY 91
  92. 92. © TOTAL IDENTITY 92
  93. 93. © TOTAL IDENTITY 93
  94. 94. © TOTAL IDENTITY 94 just do it!
  95. 95. © TOTAL IDENTITY 95 * for now...
  96. 96. Parallel processing • Keep central communication good - following procedures • And try out innovations in parallel - on a different platform • Don’t sell technology when trying new things online • Always integrate corporate story into practice • Explain all achievements into abstract goals • Always integrate next step into the current to keep moving • Don’t forget to evaluate, learn and celebrate! © TOTAL IDENTITY 96
  97. 97. offline 2009 Total Active Media © TOTAL IDENTITY Martijn Arts 97

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