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From Pyramids to PancakesTowards a connected worldMartijn Kriens | @martijnkriens
Martijn Kriens                                       Business|Science|Government|Innova2on|                               ...
UPSTREAM                              Marketingfact, TravelNext, FoodNext,                              SportNext, UMCN St...
“Our%wri(ng%equipment%takes%part%in%the%forming%of%our%thoughts”%%                                8                       ...
Conversation and communication
Conversation and communication
Conversation and communication
Conversation and communicationPage ! 9
Broadcast
Community
Connected
Fromthecenturyof myfatherto thecenturyof myson
Digital realitiesThe double helix of digital and physicalrealities
Mixed realities                  Physical%and%Digital%
Digital space
DigitalPub
18Billion8digital8friends8
Digital marketplace
Digital search
FacebookDaily in NL   12.000.000%
TwitterDaily tweets in NL5.000.000%
Sources Dutch social webIn the Netherlands 390.000%
Not just the technologyPeople%helping%each%other%is%scalable%M  Customers%M  Pa(ents%M  …%
Direct8communica2on8 from8poli2cian8and8   with8poli2cians8
Cooperative Travel
Hilton  •  Founded in 1919  •  3897 locations, 642.000     rooms in 91 countries  •  135.000 employees
Booking.com  •  3000 employees     worldwide  •  30 million visitors  •  250.000 hotels in 177     countries  •  350.000 r...
Airbnb.com  •  Founded 2008  •  192 countries, 26.000     cities, 200.000 listings  •  40.000 reservations per     day  • ...
Couchsurfing.org  •  4.8 million homes, 94.000     cities in 207 countriies  •  Launched in 2004 as a     volunteer organi...
Google.com  •  Ecosystem of 80 billion     turnover for 1,8 million     companies  •  32.000 employees  •  Google shopping...
Age   Rooms       Hotels CountriesCouchsurfing           8    1.200.000             237Intercontinental      60    645.000...
The undertowMany effects, few causes
Crisis
(18−8z38/86)8/8(z8−8z28/82)28+8c8   (18−8z38/86)8/8(z8−8z28/82)28+8c8
Hidden ThemesThat drive the change                 Scalability8
Hidden ThemesThat drive the change   Communica2on8
Voorspellende waardeOp basis van aantallen berichten, berekend op basis van trendlijnen                                 Pr...
Hidden ThemesThat drive the change           Coopera2on8
Hidden ThemesThat drive the change                   Any2me8                   Anyplace8
Hidden ThemesThat drive the change         Transparancy8
Project X HarenTweet from NOS on 15:29 starts the real buzz on socialmedia
Hidden ThemesThat drive the change    •    Scalability/Adaptability    •    Direct Communication    •    Seamless Cooperat...
New paradigm“The invisible hand”   Cooperaon)without)Coordinaon)   )   %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%...
Van Udenhout  •  Aandacht en activiteit aanwezig!  •  Wie wil je zijn?  •  Wat is het verhaal van Van Udenhout?    –  Geen...
Auto)=)Passie!)
Van Udenhout  •  Schaalbaar    –  Klanten helpen klanten?  •  Direct Communication    –  Contact met monteur?  •  Seamless...
Marketingfacts jaarboek 2012http://www.marketingfacts.nl/jaarboek/
UPSTREAMIt’s all about Content, Conversation and Collaboration                                                         CON...
Van van udenhout
Van van udenhout
Van van udenhout
Van van udenhout
Van van udenhout
Van van udenhout
Van van udenhout
Van van udenhout
Van van udenhout
Van van udenhout
Van van udenhout
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Van van udenhout

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Van van udenhout

  1. 1. From Pyramids to PancakesTowards a connected worldMartijn Kriens | @martijnkriens
  2. 2. Martijn Kriens Business|Science|Government|Innova2on| ICT|eHealth8Cloud|Pancakes|Upstream| RTLNieuws|iCrowds|AIM|IIPSaaS8 WirelessArnhem|Vlieger|Recalcitrant|8....8@martijnkriens | martijn@upstream.nl
  3. 3. UPSTREAM Marketingfact, TravelNext, FoodNext, SportNext, UMCN St. Radboud, Deli XL, HAN, Rabobank, ING, WNF, Efteling, TUI Nederland, Omroep Gelderland, TMG, Arnhem Dichtbij, RTL, Cito, Bank van Morgen, AIM, Gemeente Nijmegen, RTLNieuws@upstream | www.upstream.nl
  4. 4. “Our%wri(ng%equipment%takes%part%in%the%forming%of%our%thoughts”%% 8 Friedrich8Nietzsche8 18448M819008 8
  5. 5. Conversation and communication
  6. 6. Conversation and communication
  7. 7. Conversation and communication
  8. 8. Conversation and communicationPage ! 9
  9. 9. Broadcast
  10. 10. Community
  11. 11. Connected
  12. 12. Fromthecenturyof myfatherto thecenturyof myson
  13. 13. Digital realitiesThe double helix of digital and physicalrealities
  14. 14. Mixed realities Physical%and%Digital%
  15. 15. Digital space
  16. 16. DigitalPub
  17. 17. 18Billion8digital8friends8
  18. 18. Digital marketplace
  19. 19. Digital search
  20. 20. FacebookDaily in NL 12.000.000%
  21. 21. TwitterDaily tweets in NL5.000.000%
  22. 22. Sources Dutch social webIn the Netherlands 390.000%
  23. 23. Not just the technologyPeople%helping%each%other%is%scalable%M  Customers%M  Pa(ents%M  …%
  24. 24. Direct8communica2on8 from8poli2cian8and8 with8poli2cians8
  25. 25. Cooperative Travel
  26. 26. Hilton •  Founded in 1919 •  3897 locations, 642.000 rooms in 91 countries •  135.000 employees
  27. 27. Booking.com •  3000 employees worldwide •  30 million visitors •  250.000 hotels in 177 countries •  350.000 rooms per night •  Estabished in 1996
  28. 28. Airbnb.com •  Founded 2008 •  192 countries, 26.000 cities, 200.000 listings •  40.000 reservations per day •  300 employees
  29. 29. Couchsurfing.org •  4.8 million homes, 94.000 cities in 207 countriies •  Launched in 2004 as a volunteer organisation •  Changing to commercial organisation
  30. 30. Google.com •  Ecosystem of 80 billion turnover for 1,8 million companies •  32.000 employees •  Google shopping, local > local sites
  31. 31. Age Rooms Hotels CountriesCouchsurfing 8 1.200.000 237Intercontinental 60 645.000 4400 100Accor 43 500.000 4100 90Hilton 90 3400 79Marriott 50 3000 67Source: Robin Chase
  32. 32. The undertowMany effects, few causes
  33. 33. Crisis
  34. 34. (18−8z38/86)8/8(z8−8z28/82)28+8c8 (18−8z38/86)8/8(z8−8z28/82)28+8c8
  35. 35. Hidden ThemesThat drive the change Scalability8
  36. 36. Hidden ThemesThat drive the change Communica2on8
  37. 37. Voorspellende waardeOp basis van aantallen berichten, berekend op basis van trendlijnen PremierMdebat8 VVD8888888 8418 PVDA8888 8408 8 8 8 8 SP 8 8158 PVV 8 8158 CDA8 8128
  38. 38. Hidden ThemesThat drive the change Coopera2on8
  39. 39. Hidden ThemesThat drive the change Any2me8 Anyplace8
  40. 40. Hidden ThemesThat drive the change Transparancy8
  41. 41. Project X HarenTweet from NOS on 15:29 starts the real buzz on socialmedia
  42. 42. Hidden ThemesThat drive the change •  Scalability/Adaptability •  Direct Communication •  Seamless Cooperation •  Anytime, Anywhere •  Transparency
  43. 43. New paradigm“The invisible hand” Cooperaon)without)Coordinaon) ) %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Clay%Shirky%
  44. 44. Van Udenhout •  Aandacht en activiteit aanwezig! •  Wie wil je zijn? •  Wat is het verhaal van Van Udenhout? –  Geen about eigen site –  Laat anderen verhaal vertellen (bv sponsoring) –  Laat de eigen mensen zien (bv vacatures) •  Thema overal terug laten komen –  Bourgondisch, maatschappelijk, .. •  Koppelen met hobbyisten? •  Niet alleen pushen maar welke behoefte?
  45. 45. Auto)=)Passie!)
  46. 46. Van Udenhout •  Schaalbaar –  Klanten helpen klanten? •  Direct Communication –  Contact met monteur? •  Seamless Cooperation –  Makkelijk vragen stellen over tikjes? •  Anytime, Anywhere –  Real time zien of je auto klaar is? •  Transparency –  Reviews stimuleren?
  47. 47. Marketingfacts jaarboek 2012http://www.marketingfacts.nl/jaarboek/
  48. 48. UPSTREAMIt’s all about Content, Conversation and Collaboration CONTENT8 Questions? CONVERSATION COLLABORATION%@martijnkriens | martijn@upstream.nl | Martijn Kriens

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