Eerste dag van masterclass, introductie digitale marketing en digitale strategie, van Tilburg University in samenwerking met Universiteit Twente en Saxion

1. Voettekst van presentatie
Masterclass
Digital Marketing
Dr. Robin Effing
18 juni 2018

2. “The computer is incredibly fast, accurate, and stupid.
Man is unbelievably slow, inaccurate, and brilliant. The
marriage of the two is a challenge and opportunity
beyond imagination.”
(Walesh / Einstein)

3. Masterclass Digital Marketing dr. Robin Effing
09.00 – 10:45 uur:
Trends & Impactanalyse
11:00 – 12.00 uur:
Inleiding digitale strategie
13.00 – 15.15 uur:
Engage
15.30 – 17:00 uur:
Enable & Evaluate
Dagagenda
Lunch
Gezamenlijk inventariseren van digitale trends en ontwikkelingen
- Kennismaking
- Duiding trends
- Hoog/laag impactanalyse op korte- en lange termijn (nu en over 2 jaar)
Presentatie van cases en trends met betrekking tot digital marketing
• Balans organisch versus strategisch
• Doelgroep trends
• Introductie Digital Strategy Canvas
Workshop aan de hand van eigen cases
• Doelen vaststellen
• Personas maken
• Geschiktheid van digitale kanalen bepalen
Best practice cases en vervolg workshop
• Een strategie is zo goed als z’n uitvoering
• Voortdurend leren en verbeteren
• Digital Intelligence
Koffie pauze
Koffie pauze

4. Kennismaking
Trends & Impactanalyse
Inleiding digitale strategie
Engage
Enable & Evaluate
Afsluiting

5. Kennismaking
Trends & Impactanalyse
Inleiding digitale strategie
Engage
Enable & Evaluate
Afsluiting

6. 2013

7. 2014

8. 2016

9. Dr. Robin Effing
9

10. Dr. Robin Effing

11. Dr. Robin Effing

12. Dr. Robin Effing

13. Kennismaking
Trends & Impactanalyse
Inleiding digitale strategie
Engage
Enable & Evaluate
Afsluiting

14. Source, Adobe / Econsultancy, 2018
Digital Marketing Opportunities / Digital Trends Report Research Adobe

15. Source, Adobe / Econsultancy, 2018
Digital Marketing Opportunities / Digital Trends Report Research Adobe

16. Digital Marketing
Smart Insights, 2018

17. Digital Marketing
Opteamix,
2017

19. Digital Marketing
Thomson
Reuters,
2018

20. Digital Marketing
PEW
Research
Center,
2018

21. Digital Marketing
PEW Research Center, 2018

22. 2
Artificial
Intelligence
Source, Adobe / Econsultancy, 2018

23. Chatbots
Figure 2. General overview of the history of chatbots (Etlinger & Altimeter, 2017)

26. blockchain
Nakamoto, S. (2008). Bitcoin: A peer-to-peer electronic cash
system.
• Peer-to-peer netwerk (voor het bijhouden van een
grootboek) in plaats van centrale hub (b.v. bank)
• Geen centrale autoriteit voor bewaking of geschillen,
terugdraaien transacties is niet mogelijk
• Decentrale verantwoordelijkheid
• De historie (van het grootboek) kan niet aangepast worden,
er kunnen alleen transacties toegevoegd worden als de
integriteit van de historie niet verandert. Daarvoor wordt
een moeilijke rekensom (algoritme) uitgevoerd op de
computer om de consistentie van de transactie te
controleren.
• Timestamping, de vroegste transactie is geldig, dubbele
transacties en fraude kunnen hiermee (deels) voorkomen
worden

27. Trends & Impactanalyse
Korte termijn (<2 jr) Lange termijn (>2jr)
Beperkte impact op
Business & Marketing
Significante impact
op Business &
Marketing
Radicale impact op
Business & Marketing
Impact
Tijd

28. Kennismaking
Trends & Impactanalyse
Inleiding digitale strategie
Engage
Enable & Evaluate
Afsluiting

29. Effing, R. & Spil, A.A.M. (2016) Social Media Strategy Cone,
International Journal of Information Management, Elsevier

30. Momenteel te veel geldverspilling.
Campagnes zijn niet effectief
genoeg.

31. Er is te weinig verbinding met de
bedrijfsmatige doelen

33. Strategie is als een zwaard dat snijdt
aan twee kanten:
Realiseren potentieel en beheersen
van risico's

35. The Digital
Strategy
Canvas

37. Source: Effing, R., Spil, T. A. M., Both, M. & Ogbuji, B. (2018). Digital Future: Digital Strategy
for e-leadership, Forthcoming ( release info on www.socialpower.nl ) 2018.

38. Kennismaking
Trends & Impactanalyse
Inleiding digitale strategie
Engage
Enable & Evaluate
Afsluiting

39. ENGAGE
Engaging is all about
developing relationships
with customers by
interacting with them
through digital services and
creating a two-way street of
conversation.

40. “We dropped our use of Twitter for
several brands because we didn’t get
enough out of it in our opinion.”
…“Social influencing is
important; Desperados uses DJ’s and
bloggers for advertising.”

41. Heineken
Resultaten Facebook campagne:
- 3mln views organiseren in 8 dagen
- > 50.000 x gedeeld in eerste maand
- Trending hashtag #OpenYourWorld

42. “Wehkamp’s objective is
not customer driven, it
is customer obsessed!”
…
The capability of people
is leading (marketing
intelligence) and a
combination of left
brain analytics and right
brain marketers is
necessary in the future.”

47. Digital Media Appropriateness Matrix (Effing, 2014;
Effing, Spil & Both, 2018)

49. Kennismaking
Trends & Impactanalyse
Inleiding digitale strategie
Engage
Enable & Evaluate
Afsluiting

50. ENABLE
Enabling the digital strategy
asks for an appropriate
balance between the
ambitions set in the engage
part while making sure that
you can arrange everything
to make it happen.

51. “We had to get our data lake that was like a
precondition” … “Now I can predict the need for
every company in the Netherlands because we’ve
got three million people in our databases and our
matching algorithms have become better.”

52. 5
(Source: Randstad, Jildert Huitema, 2017)

53. “We are working really hard to matching algorithms by
machine learning. We already believe that the machines
can make better matches made on personality, on soft
skills, based on hard skills. Machines can make better
matches than humans.”
Data-driven approach
© Randstad 5
(Source: Randstad, Jildert Huitema, 2017)

54. 25
(Source: Randstad, Jildert Huitema, 2017)

55. “They had to do ten phone calls to gain one visit were
you could visit the company to discuss what you need.
We made a Sales Navigator and that made it from 10 to
1 or 2.2 calls to 1 visit.”
Results
© Randstad 5
(Source: Randstad, Jildert Huitema, 2017)

57. Social Influencers

58. Social Influencers

60. “24 / 7 Webcare? Daar hebben
we toch onze stagiaire voor!”

65. EVALUATE
Evaluate comprises of
various ways of using data
analytics, statistics and
insights to learn, adapt and
measure whether the
company’s activities on
digital and social media are
delivering desired effects.

66. Videoclip: Digital Marketing BS detector….

67. Albrecht Dürer
“When a campaign is
specifically settled,
then there would be a
set of targets created
against cost. And
typically, if it’s an
awareness campaign,
those targets will be
around views and
engagement and then if
there is specifically a
lead generation
campaign, it will be
against the leads.”

68. “It’s all about conversion, that is the main goal. If
you have good, hopefully quantifiable goals, you
can hire or find the resources that you need and
account for it.”… “We continuously run A/B
testing to measure what alternative delivers the
highest rate of conversion”… “We do not listen
to the customer but we look at their actions””

70. Source, Adobe / Econsultancy, 2018

73. AIRBNB Results
The #WeAccept campaign driving 87 million earned impressions.
Twitter, #weaccept was the #1 used advertiser hashtag used during
the Super Bowl, 33k tweets during the first half of the game, more
than any other advertiser, with overwhelmingly positive sentiment.
85% positive (based on Airbnb internal tracker).
Facebook and Instagram: content supporting the campaign was
shared over 90,000 times and received over 500k likes.
Website: We saw a 13% increase in site visitors (US and Canada)
the week following the super bowl, as well as a 7.2% increase in site
visitors (US and Canada) in the month following the Super Bowl.
Facebook :19 million times watched and shared 100,901 times,
including 18,600 shares from FB users from conservative audience
segmentation. It stands as our most shared FB video of all time, and
maintained a view rate that was consistently 15% above our
benchmark across all audiences.
(Source: http://shortyawards.com/2nd-socialgood/weaccept)

76. Digital Intelligence Werkmodel (Effing, 2018)

77. 7
“Lots of people buy lotion, but one of Pole’s
colleagues noticed that women on the baby
registry were buying larger quantities of
unscented lotion around the beginning of
their second trimester. Another analyst noted
that sometime in the first 20 weeks, pregnant
women loaded up on supplements like
calcium, magnesium and zinc.” (Forbes, 2012)
FORECASTING

78. Liking “Curly Fries” on
Facebook is predictive of high
intelligence.
(Researchers at the University of Cambridge and Microsoft Research )
PREDICTIVE ANALYSIS

79. Netflix: Algorithms, Business value and innovation
Gomez-Uribe and Hunt, Netflix Inc., 2015
18-6-
1. Algorithms
2. Personalized Video Ranker: about
40 rows with 75 videos each.
 Row 1: Genre row (seems to
be the genre you like most,
e.g. suspense)
 Row 2: Sim algorithm delivers
the “Because you Watched”
row.
 Other algorithms:
3. Top-N Video ranker combines
personalization and popularity
among all
4. Trending now: seasonal, topical
5. Continue watching
6. Evidence: Reputation indicators and
similarity with other movies watched. Also
pictures selection.
7. Search: 80% is selected from
recommender; 20% from search.
Search by keywords and concepts.

80. Netflix innovation, learning

81. Digital Intelligence Werkmodel (Effing, 2018)

82. Kennismaking
Trends & Impactanalyse
Inleiding digitale strategie
Engage
Enable & Evaluate
Afsluiting

83. Ook een pre-release ontvangen? Stuur een mailtje
aan
-> robin@socialpower.nl

84. Afsluiting

85. Blijf in contact!
robin@socialpower.nl
www.socialpower.nl
Linkedin.com/in/effing
@robineffing
https://www.slideshare.net/robineffing/