Lykle de Vries      foto: Judith van der Meulen
New Business Development    Open Innovation  Social Media Strategy
a plea
http://www.flickr.com/photos/memestate/54408373/in/photostream/
http://www.flickr.com/photos/jeffcapeshop/2186416612/
http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/
the world has changed
information is free
http://www.flickr.com/photos/inju/112082907/
TV     http://www.flickr.com/photos/roadsidepictures/276395210/
Radio        http://www.flickr.com/photos/imh/3297961043/
http://www.storytellersmediagroup.com/
Closed SelectiveControlling
gate keepers
(are you a gate keeper?)
do you think you are?
you might bedisappointed...
gate keepers
weblog/twitter/    facebook:my own information     channel
weblog/twitter/    facebook:my own information     channel      on internet
http://www.flickr.com/photos/scott_rtw/1350993666/
Closed SelectiveControlling              http://www.flickr.com/photos/scott_rtw/1350993666/
http://www.flickr.com/photos/scott_rtw/1350993666/
Open RandomSupportive             http://www.flickr.com/photos/scott_rtw/1350993666/
http://www.flickr.com/photos/rosefirerising/3841043935/
Positive experiencesare bigger conversation starters than negativeexperiences. People like     positive stuff.            ...
“Marketing is the price  you pay for being   unremarkable” (Robert Stephens, founder of the Geek Squad)         http://thi...
“Marketing is the price  you pay for being uct                   rod              ba dp   unremarkable” (Robert Stephens, ...
“Marketing is the price  you pay for being uct                     rod                ba dp   unremarkable”    bad service...
so be remarkable
start the conversation
experts
audience
first:
who     do you    want to talk      toabout   what  and where     do you   find   them                           ?
next:
contact   conversation   content
contact   conversation   content
...                           ...contact   conversation   content
...                                 ...contact         conversation   content          ...                                ...
http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/
http://www.flickr.com/photos/highersights/6231641551/
Lykle de Vrieslykle@deondernemers.nl     06-53 76 69 64    Twitter: @lykle                         foto: Ester Kroezenga
Lykle de Vrieslykle@deondernemers.nl     06-53 76 69 64    Twitter: @lykle                         foto: Ester Kroezenga
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
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Stop doing marketing, start conversations - for ICCAWorld

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  • My name is Lykle de Vries, 41, graduated from TUDelft, living in Groningen since 97\n
  • This is my company: De Ondernemers BV. We do New Business Development - Open Innovation - Social Media Strategy\n
  • This is my company: De Ondernemers BV. We do New Business Development - Open Innovation - Social Media Strategy\n
  • This is my company: De Ondernemers BV. We do New Business Development - Open Innovation - Social Media Strategy\n
  • This is my company: De Ondernemers BV. We do New Business Development - Open Innovation - Social Media Strategy\n
  • We also initiate our own online products and services. So we do and know.\n
  • We also initiate our own online products and services. So we do and know.\n
  • We also initiate our own online products and services. So we do and know.\n
  • I have a plea for you, a question from the heart. And an urgent one.\n
  • I want you to stop doing marketing. I want you to stop pushing your products to people that might not be interested. I want you to stop interrupting people while they are enjoying their lives. Even at work.\n
  • Because we’re not listening anymore. We’re doing relevant stuff, in relevant places.\n
  • I want you to start conversations. Conversations with your clients, with your stakeholders, with your visitors, with everyone who matters. And I want you to really engage in these conversations.\n
  • You see, the world has changed.\n
  • Information is now freely available, and free as well. A lot of the times.\n
  • We used to have newspapers that were controlled by editors\n
  • We used to have television that was controlled by TV companies\n
  • We used to have radio that was dictated by commercial parties\n
  • Someone else decided over what we would and could read, see and hear\n
  • Systems were Closed, Selective and Controlling.\n
  • Systems were Closed, Selective and Controlling.\n
  • Systems were Closed, Selective and Controlling.\n
  • Gate keepers decided which information we could read, hear and see. And regularly ‘edited’ that information as well, to fit their profiles and purposes.\n
  • \n
  • \n
  • \n
  • But no longer. These gate keepers have disappeared. They only have limited control left.\n
  • These days, I can start a blog, or Twitter-account, or FaceBook-account and immediately share my opinion and knowledge with the rest of the world. Without intervention from any gate keeper.\n
  • \n
  • And I can easily connect al my information with the rest of the world as well.\n
  • And I can easily connect al my information with the rest of the world as well.\n
  • And I can easily connect al my information with the rest of the world as well.\n
  • And I can easily connect al my information with the rest of the world as well.\n
  • Spinning a web of relevant connections, that bypasses old infrastructures. Which basically destroys the old model of Closed, Selective and Controlling systems\n
  • Spinning a web of relevant connections, that bypasses old infrastructures. Which basically destroys the old model of Closed, Selective and Controlling systems\n
  • Spinning a web of relevant connections, that bypasses old infrastructures. Which basically destroys the old model of Closed, Selective and Controlling systems\n
  • Spinning a web of relevant connections, that bypasses old infrastructures. Which basically destroys the old model of Closed, Selective and Controlling systems\n
  • Instead, this web facilitates new Open, Random and Supportive connections\n
  • Instead, this web facilitates new Open, Random and Supportive connections\n
  • Instead, this web facilitates new Open, Random and Supportive connections\n
  • And it exposes rubbish. Big time.\n
  • Still, we -the consumers- love to share stuff that we like. We like positive stuff.\n
  • Marketing is the price you pay for being unremarkable. Or worse: for bad products and services.\n
  • Marketing is the price you pay for being unremarkable. Or worse: for bad products and services.\n
  • But if you give us something remarkable, we will spread the word for you.\n
  • So, start the conversation\n
  • and help your ‘content’ start the conversation. Help the experts get in touch with their audience\n
  • And help their audience find the experts and find out about the congress\n
  • so, First you do this:\n
  • Find out who you want to talk to. bout what, and where you find these people.\n
  • And only then can you get to the next step, selecting the tools\n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • So, in some cases a Facebook page is the best way, in some others you might opt for Linkedin, or even just a hashtag on Twitter.. Depending on where your audience can meet the experts.\n
  • So, in some cases a Facebook page is the best way, in some others you might opt for Linkedin, or even just a hashtag on Twitter.. Depending on where your audience can meet the experts.\n
  • But in all cases, they are conversations. Between you, the experts and the audience. Start conversations, facilitate conversations.\n
  • Listen to the conversations, understand what experts and audience want and then act on that.\n
  • Thank you for your attention. Please contact me of you have any further questions or remarks!\n
  • Stop doing marketing, start conversations - for ICCAWorld

    1. 1. Lykle de Vries foto: Judith van der Meulen
    2. 2. New Business Development Open Innovation Social Media Strategy
    3. 3. a plea
    4. 4. http://www.flickr.com/photos/memestate/54408373/in/photostream/
    5. 5. http://www.flickr.com/photos/jeffcapeshop/2186416612/
    6. 6. http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/
    7. 7. the world has changed
    8. 8. information is free
    9. 9. http://www.flickr.com/photos/inju/112082907/
    10. 10. TV http://www.flickr.com/photos/roadsidepictures/276395210/
    11. 11. Radio http://www.flickr.com/photos/imh/3297961043/
    12. 12. http://www.storytellersmediagroup.com/
    13. 13. Closed SelectiveControlling
    14. 14. gate keepers
    15. 15. (are you a gate keeper?)
    16. 16. do you think you are?
    17. 17. you might bedisappointed...
    18. 18. gate keepers
    19. 19. weblog/twitter/ facebook:my own information channel
    20. 20. weblog/twitter/ facebook:my own information channel on internet
    21. 21. http://www.flickr.com/photos/scott_rtw/1350993666/
    22. 22. Closed SelectiveControlling http://www.flickr.com/photos/scott_rtw/1350993666/
    23. 23. http://www.flickr.com/photos/scott_rtw/1350993666/
    24. 24. Open RandomSupportive http://www.flickr.com/photos/scott_rtw/1350993666/
    25. 25. http://www.flickr.com/photos/rosefirerising/3841043935/
    26. 26. Positive experiencesare bigger conversation starters than negativeexperiences. People like positive stuff. 26
    27. 27. “Marketing is the price you pay for being unremarkable” (Robert Stephens, founder of the Geek Squad) http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
    28. 28. “Marketing is the price you pay for being uct rod ba dp unremarkable” (Robert Stephens, founder of the Geek Squad) http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
    29. 29. “Marketing is the price you pay for being uct rod ba dp unremarkable” bad service (Robert Stephens, founder of the Geek Squad) http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
    30. 30. so be remarkable
    31. 31. start the conversation
    32. 32. experts
    33. 33. audience
    34. 34. first:
    35. 35. who do you want to talk toabout what and where do you find them ?
    36. 36. next:
    37. 37. contact conversation content
    38. 38. contact conversation content
    39. 39. ... ...contact conversation content
    40. 40. ... ...contact conversation content ... ...
    41. 41. http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/
    42. 42. http://www.flickr.com/photos/highersights/6231641551/
    43. 43. Lykle de Vrieslykle@deondernemers.nl 06-53 76 69 64 Twitter: @lykle foto: Ester Kroezenga
    44. 44. Lykle de Vrieslykle@deondernemers.nl 06-53 76 69 64 Twitter: @lykle foto: Ester Kroezenga

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