My talk at the NIMA Social Media Expert Class B2B. Fundamental changes are happening in society at the moment. Social media have a major impact how we behave and communicate. Also for businesses. I interviewed over 50 thought leaders and share social insights of a view in this presentation. Like it? Share it! And let's change marketing communication.
Presentatie @FIDI, Filosoferen en discussiëren over Social MediaKittyhawk
Inspiratiesessie voor FIDI over de essentie van social media. FIDI is gezelschap ondernemers uit de omgeving Heeswijk Dinther / Loosbroek die maandelijks tijdens een dinner een onderwerp aansnijden om over te Filosoferen en te Discussiëren. Social Media als "food for thought" dus.
My talk at the NIMA Social Media Expert Class B2B. Fundamental changes are happening in society at the moment. Social media have a major impact how we behave and communicate. Also for businesses. I interviewed over 50 thought leaders and share social insights of a view in this presentation. Like it? Share it! And let's change marketing communication.
Presentatie @FIDI, Filosoferen en discussiëren over Social MediaKittyhawk
Inspiratiesessie voor FIDI over de essentie van social media. FIDI is gezelschap ondernemers uit de omgeving Heeswijk Dinther / Loosbroek die maandelijks tijdens een dinner een onderwerp aansnijden om over te Filosoferen en te Discussiëren. Social Media als "food for thought" dus.
This document outlines the details of a business plan competition between international business schools. It explains that students will form teams to develop business plans and pitches that will be evaluated in national and international competitions. Key details include forming teams by today, developing plans with coaching support over the next few months, a national selection round in April, and finals at a congress in May. The roles of the coaches and expert jury members are defined, as well as rules around support hours and scheduling. The goals are to gain experience developing plans and pitches while having fun competing against other schools.
- An alcohol-free beer company is facing plummeting sales after ridicule from a famous comedian. The company needs to choose options to address this problem.
- Decision making involves selecting a course of action from multiple alternatives. It can be done rationally using methods like cost-benefit analysis or intuitively based on gut feeling.
- Rational decision making frameworks involve defining criteria, evaluating alternatives based on how well they meet criteria, and using methods like weighted sums to score and compare options. This allows bolstering cases but does not work well in uncertain or turbulent environments.
Presentatie over Word of Mouth Marketing door Willem Sodderland in het kader van de collegereeks \'Strategische Marketing\' op Nyenrode. Gegeven op 18 juni 2008.
Word of Mouth Marketing - Euroforum Masters of Online Marketing 2008Willem Sodderland
Willem Sodderland van Buzzer vertelt over Word of Mouth Marketing tijdens de Masters of Online Marketing, een nieuw congres van Euroforum. Gehouden op 23 juni te Rotterdam.
Wij zoomen in op Crowdsourcing en Storytelling. Enerzijds voorbeeldcases en resultaten, anderzijds ook een uitnodiging om zelf aan de slag te gaan. De antwoorden op praktische vragen om online aan de slag te gaan in de veranderende economie! Na dit seminar genoeg denkstof en om elkaar online op te zoeken en het verhaal met elkaar te gaan delen.
Presentatie social media marketing voor benefiet actie Talent foundation Kittyhawk
Seminar als benefiet actie voor Talent foundation d.d. 18 januari 2011 door Remco van Buren, Kittyhawk over social media marketing.
Voor meer informatie over Talent foundation: http://www.petervantilburgfonds.nl/
Digital Masterclass about Community ManagementScopernia
On September 25th, Dado Van Peteghem gave a Masterclass Social Media about Community Management, at DigiMedia in Brussels. In his presentation, he shows how you can use a community, ambassadorship, content and social media to represent and reinforce yourself online.
This document outlines the details of a business plan competition between international business schools. It explains that students will form teams to develop business plans and pitches that will be evaluated in national and international competitions. Key details include forming teams by today, developing plans with coaching support over the next few months, a national selection round in April, and finals at a congress in May. The roles of the coaches and expert jury members are defined, as well as rules around support hours and scheduling. The goals are to gain experience developing plans and pitches while having fun competing against other schools.
- An alcohol-free beer company is facing plummeting sales after ridicule from a famous comedian. The company needs to choose options to address this problem.
- Decision making involves selecting a course of action from multiple alternatives. It can be done rationally using methods like cost-benefit analysis or intuitively based on gut feeling.
- Rational decision making frameworks involve defining criteria, evaluating alternatives based on how well they meet criteria, and using methods like weighted sums to score and compare options. This allows bolstering cases but does not work well in uncertain or turbulent environments.
Presentatie over Word of Mouth Marketing door Willem Sodderland in het kader van de collegereeks \'Strategische Marketing\' op Nyenrode. Gegeven op 18 juni 2008.
Word of Mouth Marketing - Euroforum Masters of Online Marketing 2008Willem Sodderland
Willem Sodderland van Buzzer vertelt over Word of Mouth Marketing tijdens de Masters of Online Marketing, een nieuw congres van Euroforum. Gehouden op 23 juni te Rotterdam.
Wij zoomen in op Crowdsourcing en Storytelling. Enerzijds voorbeeldcases en resultaten, anderzijds ook een uitnodiging om zelf aan de slag te gaan. De antwoorden op praktische vragen om online aan de slag te gaan in de veranderende economie! Na dit seminar genoeg denkstof en om elkaar online op te zoeken en het verhaal met elkaar te gaan delen.
Presentatie social media marketing voor benefiet actie Talent foundation Kittyhawk
Seminar als benefiet actie voor Talent foundation d.d. 18 januari 2011 door Remco van Buren, Kittyhawk over social media marketing.
Voor meer informatie over Talent foundation: http://www.petervantilburgfonds.nl/
Digital Masterclass about Community ManagementScopernia
On September 25th, Dado Van Peteghem gave a Masterclass Social Media about Community Management, at DigiMedia in Brussels. In his presentation, he shows how you can use a community, ambassadorship, content and social media to represent and reinforce yourself online.
The document discusses the principles of effectuation, which are: non-predictive control, "bird in hand", "crazy quilt", and "lemonade". It also discusses applying the process of effectuation by focusing on contingencies, changing means based on new information and events, and leveraging surprises to find new opportunities. The key is to work with inputs within your control by forming partnerships and changing goals based on circumstances rather than assuming outcomes are predictable or within your control.
The document discusses communities versus platforms and social objects for sharing. It notes that sharing, not searching, is the most important word on the internet as sharing is the driver and DNA. Social objects are used to share ourselves with others as primates like to groom each other. It also lists 5 lessons from Red Bull, including being where people are, creating rather than sponsoring events, being a social fabric, selling community over products, and creating legacies rather than advertising.
briefing Innovation Compass (by Guy Bauwen)Ernst Phaff
This document summarizes a presentation on developing successful businesses through innovation. It discusses key aspects of innovation such as ideation, new product development, commercialization challenges, and common reasons why most new ventures fail. It also outlines market development models and "diamonds of success" including sensing opportunities, monitoring progress, scaling capabilities, and maintaining strategic focus. The overall focus is on providing frameworks to help innovators and entrepreneurs overcome challenges and achieve desired outcomes in bringing innovations to market.
The document provides an introduction to the concept of effectuation and compares it to causality. It discusses key principles of effectuation including means-based reasoning, affordable loss, leveraging contingencies, and forming partnerships. Examples are given of how effectual thinking differs from predictive planning. Readers are asked to consider how they have used effectual or causal logic in past situations. The final sections provide an overview of the course, including expectations that students will apply effectual processes in scenarios where planning is not possible.
This document provides instructions for an upcoming student assignment. It discusses:
1. Part of the student's grade will be based on writing a critique on a topic of their choosing related to business strategies or news.
2. When writing their critique, the instructor will evaluate the student's understanding of what is happening, the strategic intent of the company, and their educated opinion on the chosen strategy.
3. Examples of potential topics for the critique are provided, such as new business models, company reactions to accidents, or business strategy changes.
The document discusses developing and refining a business model canvas. It addresses traditional questions about customers, value propositions, and revenue streams. It also covers iterating the model based on customer insights, developing a value proposition through concepting and differentiation, and positioning a product using analogies and reference points. The document provides examples of crafting positioning statements and discusses competition analysis.
The document provides instructions for an assignment on writing a critique. Students are asked to:
1. Start thinking about a topic for their critique, such as news events, business strategies, or company restarts.
2. The critique will be graded based on demonstrating an understanding of what is happening, the strategic intent of organizations, and an educated opinion on chosen strategies.
3. Students should consolidate insights from the session into potential pains/gains to address and how a value proposition could work, and choose a subject for their critique to check with the instructor next time.
This document provides an introduction and outline for a course on understanding business problems and developing solutions. The goals are to make sense of business problems, understand how businesses work, and learn tools for analyzing issues, developing options, and deciding on the best course of action. Key topics will include the nature of problems, the business model canvas, innovation, customer perspectives, and putting together an operational business model. Students will apply these concepts through assignments analyzing real businesses and developing solutions.
The document discusses the importance of understanding customers and their perspectives. It introduces the XPLANE empathy model for looking at products through a customer's eyes, considering what they see, hear, think, feel, and say or do. Customers are an important part of business as a source of revenue, and customer relations are becoming more important as companies operate at the edge of their scope. The document will cover decision making in the following week.
This document outlines the goals and structure of a business course. The course aims to help students make sense of business problems and propose solutions. It will teach tools for understanding the business, problem, generating options, and deciding on the best course of action. Students will complete a final assignment involving analyzing a business model and critiquing a business strategy using concepts from the course. The document also discusses concepts like understanding the complexity and turbulence of businesses and the importance of considering multiple options while problem solving under pressure.
The document discusses communities versus platforms on social networks and media. It notes that sharing, rather than searching, is the most important word on the internet as sharing is the driver and DNA of social networks. People use social objects to share themselves with others, as primates naturally like to groom each other. The document provides five lessons for marketing to youth: be where they are, create rather than sponsor events, be their social fabric, sell community rather than products, and create legacies rather than advertising.
The document discusses customer understanding and business models. It outlines that customers are an important part of any business model as they are the source of revenue and customer relations become more important. It introduces the XPLANE empathy model for understanding customers by looking at a product through a customer's eyes and perspective in terms of what they see, hear, think/feel, and say/do. The document suggests using this model to ensure a business model properly fits with the customer experience.
8. Word of mouth marketing
It is the art and science of building active,
mutually beneficial consumer-to-consumer
and consumer-to-marketer communications.
9. Typen Word of Mouth marketing
• Buzz Marketing: Using high-profile entertainment or news to get people to talk
about your brand.
• Viral Marketing: Creating entertaining or informative messages that are
designed to be passed along in an exponential fashion, often electronically or
by email.
• Community Marketing: Forming or supporting niche communities that are
likely to share interests about the brand (such as user groups, fan clubs, and
discussion forums); providing tools, content, and information to support those
communities.
• Grassroots Marketing: Organizing and motivating volunteers to engage in
personal or local outreach.
• Evangelist Marketing: Cultivating evangelists, advocates, or volunteers who
are encouraged to take a leadership role in actively spreading the word on
your behalf.
10. Typen Word of Mouth marketing
• Product Seeding: Placing the right product into the right hands at the right time,
providing information or samples to influential individuals.
• Influencer Marketing: Identifying key communities and opinion leaders who are likely
to talk about products and have the ability to influence the opinions of others.
• Cause Marketing: Supporting social causes to earn respect and support from people
who feel strongly about the cause.
• Conversation Creation: Interesting or fun advertising, emails, catch phrases,
entertainment, or promotions designed to start word of mouth activity.
• Brand Blogging: Creating blogs and participating in the blogosphere, in the spirit of
open, transparent communications; sharing information of value that the blog
community may talk about.
• Referral Programs: Creating tools that enable satisfied customers to refer their
friends.
18. Resultaten ‘Will it blend’
Filmpjes gestart in november 2006
Binnen een paar dagen miljoenen views
Campagne doelt op merkbewustzijn
Op dit moment ruim 19 miljoen views
Sales online vervijfvoudigd
• Bron: Emerce, oktober 2007
19. Verder
Will it blend werd een meme op DIGG
(iedereen wist direct waar het om ging..)
http://digg.com/search?s=will+it
+blend&submit=Search§ion=all&type=both&area=promoted
&sort=score
20. Resultaten IPhone “blend”
op 10 July 2007,
verkocht voor $901
op 11 July 2008
Iphone 3G
http://www.viralvideochart.com/video_search?q=will+it+blend
22. Drumming Gorilla Fuels Cadbury’s Rise in Sales
Written by Paul van Veenendaal on November 1st, 2007 |
At the end of August Cadbury UK unveiled a £6.2m campaign for Dairy Milk featuring
a gorilla playing the drum solo of Phil Collins’ track ‘In the Air Tonight’. The ad
debuted during the ‘Big Brother 8 UK’ final on 31st August 2007. Bloggers have been
going nuts for the 90 second clip, developed and directed by creative director Juan
Cabral at Fallon London.
The spot was viewed almost 500,000 times on YouTube the week after its release.
Over one hundred copies of the video have been uploaded to Youtube so far, with
total views of over six million!
23. Until now, no one had identified the man behind the monkey suit. Many bloggers
believed it was even Collins himself! England’s Daily Mail published a story this
weekend with more than you’d ever wanted to know about Cadbury’s drumming
gorilla. The actor inside is …
Nope, not Phil himself but Garon Michael is the man behind the mask. And it’s not his
first time as gorilla. Garon Michael has appeared as a primate in the movies Congo,
Instinct and the Planet Of The Apes remake. Cadbury’s unique brand of wild rock has
resulted in a nine-percent rise in sales of Dairy Milk chocolate bars. Cadbury
spokesman Tony Bilsborough said: ‘We have been amazed by the way the advert has
captured the public’s imagination.’ The advert prompted the re-release of Phil Collins’s
1981 hit, now claiming the 16th position in the UK Singles Chart!
29. Terug naar de opdracht
• Mensen winnen die een invloed hebben op
het beeld van anderen...
30. E-fluentials ‘People with the ability to make or break a product
or service’s succes’
31. Kostenbesparing
• 7% van bedrijven (UK) onderzoeken
doorsturen emails
• 45% van de consumenten die online kopen
doet dat obv word of mouth
• Acquisitiekosten voor nieuwe klanten kunnen
met 27% worden teruggebracht met viral
marketing
• Bron: Forrester
32. Good viral campaign
‘…. the reliance on an individual forwarding a message to a large number of people
at the same time …’
You didn't forward the e-mail on to 10 people like it said, did you?
33. Virale campagnes
geldverspilling
• [Bron: Molblog zo 9 sep 2007
• Virale campagnes zijn meestal geldverspilling. Volgens
analisten van JupiterResearch had slechts 15 procent van de
afgelopen jaar gelanceerde virale campagnes succes.
Jupiter verwacht een afname in het gebruik van de methode
van 55 procent in het komende jaar.
Marketers moeten volgens de analisten hun publiek beter in
beeld krijgen voor ze aan een virale campagne beginnen.
Anders riskeren ze evenveel mensen af te stoten als aan te
trekken.
34. Onderzoek
• The best place to
research your
audience is either
online or through their
mobile phones
http://www.viralvideochart.com/youtube/
nokia_n96__bruce_lee_ping_pong?id=OqGQ72bre30
35. Epidemiologie voor dummies
• Drie regels
– De Wet van de Enkelingen
– De Beklijvende Factor
– De Kracht van de Context
– Bron: ‘The Tipping Point’, Malcolm Gladwell (2001)
36. Wet van de enkelingen
Verbinders: brengen de mensen bij elkaar. (zijn de sociale lijm)
Kenners: hebben de informatie. Praten erover. Hebben een
mening.
Verkopers: zijn vooral enthousiast en willen het idee dragen
37. De Beklijvende Factor
• Het gaat erom dat de boodschap duurzaam onthouden wordt.
• Zozeer dat er iets verandert, dat iemand tot handelen wordt
aangezet.
38. ‘Kapotte ramen theorie’
• Het omslagpunt is in een epidemie echter niet altijd een
bepaald persoon maar kan een concreet verschijnsel,
bijvoorbeeld graffiti,zijn.
• Een kenmerk in de omgeving dus.
• Kapotte ramen theorie
39. Wat doet de online videokijker?
betalen voor video's
videolinks online posten
video's uploaden
commentaar plaatsen
video's beoordelen
video's bekijken met anderen
videolinks sturen
videolinks ontvangen
0 20 40 60 80
50-64 30-49 18-29 vrouwen
mannen totaal
