The document discusses the evolution of online usage, technology advancements, and the importance of content strategy in a multi-screen environment. It emphasizes the role of consumer insights, social media, and the necessity for businesses to engage with customers through effective online communication and co-creation. Additionally, it outlines key considerations for utilizing various platforms to enhance customer experience and maintain relevance in today's digital landscape.

1. DE ONTWIKKELING VAN ONLINE
6 september 2012

2. 1 Ontwikkelingen
2 Mogelijkheden
in online gebruik met Tridion
3 Philips
4 Vragen
casus en discussie

3. KENNEN JULLIE DEZE NOG?
Mobiele telefoons in 1999

4. social decade surface decade
2001 - 2010 2021 e.v.
• Dotcom • Gamification
• Breedband • Web2.0 • Einde websites • Google glasses
• Milleniumbug • Internet of • Opkomst online • Augmented
things applicaties Reality
• Altijd online • Multiscreen
digital decade gaming decade
1991 - 2000 2011 -2020
ONLINE ONTWIKKELINGEN
Decennia op een rij
(PD) flickr.com/photos/nationalarchives

5. GEBRUIK DEVICES
Anders omgaan met hardware

6. DIGITAAL EN FYSIEK
Alles is een beeldscherm

7. STEEDS MOBIELER
Laten we daar mee beginnen

8. WAARVAN >50% SMARTPHONE
Aandeel stijgt

9. 64% VAN DE TIJD OP DE SMARTPHONE
WORDT BESTEED AAN APPS Nielsen 2012
(cc) flickr.com/photos/jorgeq82

10. RESPONSIVE OF ADAPTIVE?
Content- of taakgericht?

11. CONTENTSTRATEGIE, USABILITY …
,
Keuze heeft gevolgen

12. IS CONTENTSTRATEGIE GEREGELD?
(m.)rabobank.nl d.d. 5 september 2012

13. EN ALS JE DAN MOBIEL GAAT…
Voor welk platform ontwikkel je dan?

14. MULTI-SCREEN
De opstap naar

15. MULTI-SCREEN
Attentiespreiding

16. MULTI-SCREEN
Gemiddelde tijd

17. MULTI-SCREEN
Mobiel is startpunt

18. MULTI-SCREEN
Zoeken is prominent

19. HOE GAAN WE OM MET SOCIAL?
Nu we het toch over contentstrategieën hebben
(cc) flickr.com/photos/goiabarea

20. Listening
1 Understand what consumers are saying about us and
the competition. For PR , crisis and reputation
Management, marketing, communications.
Talking
Pre-purchase
Talking
2 Building ongoing communications. Provide simplicity for experience
target audience through relevant and remarkable
content. Be present in relevant social platforms.
Embracing
Energizing Listening Consumer
3 Create buzz and viral effect. Involve and target Post-Purchase
experience
customers and key influencers. Multiply positive
Energizing
impressions online. Search in social networks
Purchase
Supporting experience
Supporting
4 Make customer care social, facilitate customers in
helping each other. Be open, accessible and pro-active.
Build loyalty.
5 Embracing
Co-creation: allow customers to participate in creation
of products, services, ideas, campaigns. Humanize.
SOCIAL MEDIA STRATEGIE
Customer becomes fan

21. Attention:
SEO, social, email marketing, news, blogs
Pre-purchase Interest:
experience Case Studies, Solutions, Campaigns,
Interest Credibility Credibility:
Expert reviews, user reviews, etc
Attention Desire
Desire:
Consumer Product information
Post-Purchase
experience Action:
Action
Satisfaction POS, W2B
Purchase Satisfaction:
experience After care information, faq, dfu, etc
Product/Campaign Insight:
An alternative is to use the
Metrics, Statistics, Sales figures, Insights
phase from the McKinsey
Journey: Initial, evaluate, buy, loyalty
Consumer Insight:
Identities, insights, profile
CONSISTENT & TARGETED
What the customer needs

22. In zijn algemeenheid geldt dat online
presentatie device onafhankelijk is. Verder
kent het grofweg drie ingrediënten:
• Sociaal
• Informatie / data
• Transactie
Deze ingrediënten worden als losse apps
aangeboden of samen gesmolten tot een
eigen platform.
Een goede zoekmachine zorgt voor een
integrale (her)vindbaarheid van informatie,
mens en transacties.
ONLINE (nabije) TOEKOMST
Meer dan een website

23. ZOEKEN CENTRAAL
Zo kan het ook

24. WAT IS BANKIEREN EIGENLIJK?
Even terug nog

25. 1 Ontwikkelingen
2 Mogelijkheden
in online gebruik met Tridion
3 Philips
4 Vragen
casus en discussie

26. LATEN WE EENS INZOOMEN
Tridion demo’s
(cc) flickr.com/photos/gerlos

27. The
consumer
has
become
one
of
the
most
valuable
marketing
asset

28. Today’s Customer Journey
Social Branch/Store
Research Compare
Share
E-mail Call Center
Get Help
Evangelize
Product
Search Brand Friend
Company
Decide
Trust
E-Commerce Outdoor Ads
Platforms / Games
Advocacy
Use
Personalize
Desire and Actionaibilty
Purchase
Web Platforms / Games
Awareness & Insights
28

29. Web team challenge – how to keep the overview
Op3miza3on
&
Analy3cs
Targe3ng
Transla3on
Campaign
Management
management
DAM
Social
Media
Media
Monitoring
Content
Management
Mobile

30. Complexity

31. Complexity Reduced

32. Demo: Content Management made easy

33. Serving relevant content
Visitor Intelligence Services
CRM Transactions
Social Geo location
Behavior
Any 3rd party Environment
Your Ecosystem
Visitor Aware Interaction
Ambient Knowledge
Gather Information CRM System Support System Analytics System
Leverage Eco System
Utilize in all channels

34. Demo: Serving relevant content

35. Demo: To the channel the customer chooses

36. Tech preview: Multi channel content creation

37. Social Media publishing

38. Social Media publishing

39. Social Media publishing

40. Social Media publishing

41. Social Media listening

42. Social Media listening

43. CMS Powered Customer Experience
CXM
= relevancy = variants
= content explosion
= authors / systems
governance
= understanding content
= complexity + flexible delivery
= SDL Tridion 2011

44. 1 Ontwikkelingen
2 Mogelijkheden
in online gebruik met Tridion
3 Philips
4 Vragen
casus en discussie

45. Helaas, de Philips case is vertrouwelijk
Neem voor meer info contact op!
(cc)
flickr.com/photos/naiadsspring

46. 1 Ontwikkelingen
2 Mogelijkheden
in online gebruik met Tridion
3 Philips
4 Vragen
casus en discussie

47. VRAGEN
En discussie

48. Q?
Tom Verhoeve twitter.com/tomv
social business consultant
linkedin.com/in/tomverhoeve
tom.verhoeve@incentro.com
+31 6 533 120 33
gplus.to/tomverhoeve
tomverhoeve