Download - Buzzing
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Let’s talk Buzzing!
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Google Buzz
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Welkom Terug!
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3 B’s
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Buzzing
• Incidenteel • Spectaculair • Under the radar
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Jobs in town
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VW
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Friendshipsday
Coca-‐Cola
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Hoe was het de afgelopen 50 jaar?
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Bedrijf
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MarkeNng CommunicaNe
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CommunicaNe probleem
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Meesters van de Middelen
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Grof geweld, weinig precisie
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En stel je voor dat er iets terugkwam?
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Afstand!
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OLD MARKETING/COMMUNICATIE
PRODUCT/
SERVICE
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
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Waar ging het fout?
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InnovaNetheorie van Rogers
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InnovaNetheorie van Rogers
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Seth Godin
“Average work for Average people!”
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MODERN MARKETING
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MODERN MARKETING
PRODUCT/
SERVICE
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
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De verhalenvertellers
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RaNo RealisaNe Push
Bereiken Monoloog
Product/Dienst
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RaNo RealisaNe Push
Bereiken Monoloog
Product/Dienst
Manager
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EmoNe InspiraNe
Pull Beraken Dialoog Verhaal
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EmoNe InspiraNe
Pull Beraken Dialoog Verhaal
De Kunstenaar
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Van Manager, Naar Kunstenaar!
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Waarom is dat belangrijk?
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Mensen…
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Creativiteit…
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En Passie!
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Waar is iedereen?
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“Het internet is geen content, het zijn dialogen tussen mensen!!”
Jeff Jarvis
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Waarom is dat van belang?
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In een wereld van dialogen heb je niets te zoeken als je geen
verhaal hebt!
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Product Dienst Service
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MAKE THE PRODUCT/SERVICE SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.
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If people buy stuff, they don’t buy stuff, they buy Stories
Seth Godin
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Remarkable
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One more thing…
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Purple Cow
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Serious Request
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Serious Request
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1% reach can also be enough if it is the right 1%
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Tribes
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Kan iedereen zomaar een Tribe beginnen?
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Kan iedereen zomaar een Tribe beginnen?
Ja!
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Maar doe dat dan wel vanuit een passie, insight, relevanNe of enige
andere reason of tribing!
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MacRumours
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SNchNng Vrije Schoolkeuze Amsterdam
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FC Twente/Joop Munsterman
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The creme brulee man
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De Engagement Piramide
Bron: AlNmeter Group
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The Engagement Pyramid
CuraNng
Producing
CommenNng
Sharing
Watching
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Curating
CuraNng
Producing
CommenNng
Sharing
Watching
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Curating
The Coca-Cola Facebook fan page
was started, and continues to be administered, by two regular fans.
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Harry Potter pretpark
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Harry Potter pretpark
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Het Cross Mediale Model
[Dick Buschman/Achtung]
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Uitgangspunten
• Inform (Tell) • Demonstrate (Show)
• Involve (Discuss) • Empower (Prove)
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Terug naar de Analyse Fase
-‐ Wat was het gedrag van de afnemers? -‐ Wat zijn de belangrijke zaken? -‐ Waar zijn ze in geïnteresseerd? -‐ Welk mediagedrag is er zichtbaar? -‐ Weten we iets over de tone-‐of-‐voice? -‐ Zijn er pears aan te wijzen? -‐ Welke velden, Njden, middelen zijn er al geclaimed door de compeNNe?
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Tijdspad
-‐ Maak een doordachte en zorgvuldige planning -‐ Zorg dat mensen op enig punt in de communicaNe cirkels kunnen komen en daarbij niet het totaalplaatje verliezen
-‐ Maak een flow over de middeleninzet die logisch is en past binnen de context van het grote idee (storytelling)
-‐ Hou rekening met de effecten van de middeleninzet -‐ Track & Trace frequent -‐ Maak mensen vrij een goede follow-‐up
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GAP
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GAP
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GAP Crowd Sourcing
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Persbericht
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LocaNon Based en Jimmy Choo
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Doelstellingen
• Genereer online buzz over de nieuwe “trainers” van Jimmy Choo.
• Verhoog de sales van de nieuwe trainers. • PosiNoneer Jimmy Choo als innovator in de social media.
• Verhoog het online senNment van Jimmy Choo als merk in zijn geheel.
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Invulling
• LocaNon based tools als basis voor een treasure hunt in London
• De trainers checkten in op diverse locaNes in London en verstuurden real-‐Nme updates
• De eerste die de trainers als eerste bereikte kreeg een paar trainers
• De “hunt” heek uiteindelijk drie weken geduurd.
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Foursquare
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Resultaten
• 4000 deelnemers • 285.000 personen hebben de wedstrijdvoorwaarden gezien
• 1 op de 17 gebruikers van Foursquare in Londen volgde de Jimmy Choo trainer hunt
• Exposure op 250 blogs • PR volgers via Reuter • Dagelijke “trainer” sales steeg met 33%
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DKNY
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Resultaat
• 1200 acNeve kijkers • De mogelijkheid om al een aantal items direct te kopen op DKNY.com
• Ondersteund door een Twiqer DKNY persona en een Facebook pagina
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Marc Jacobs
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Johnny Cupcakes
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David Meerman Scoq
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DMS Blog WebInkNow
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Bron: JW Alphenaar
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De laatste barrière!
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Angst
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Samengevat
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Pak je kans!
• Wees een kunstenaar. – Denk vrij – Denk Remarkable
• Laat managen over aan managers en zorg dat je de leider wordt van een Tribe
• En die kans is nu, omdat er een extreme behoeke is aan Linchpin’s!
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Denk in Verhaaltjes
Verhaaltjes die….
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Model
Inspiration Connection Dialog Transaction
Free
Neutral
entrance
Emo;on Ra;o
Brand
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Model
Concept
Brand
Inspiration Connection Dialog Transaction
Free
Neutral
entrance
Emo;on Ra;o
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You can make the difference
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