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The Voice/DJs/Ecosysteem
Een nieuw of aanvullend verdienmodel?Fanship, Conversie en Waarde(c) 2013 DDMC A/D
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18 jaar werkzaam in verschillende hoedanigheden
Eerst bijzaak, nu hoofdzaak(sinds medio 2011)
Visie en Strategie
Internet (Website, Social Media, Open) Reputatie Management Data Kapitalisatie Content Exploitatie
Analyse en Advies (Internet, Social Media, Technologie) Monitoring | Profiling | Engagement
Customized Projects Intellectueel Eigendom (Exploitatie en Overeenkomsten) Plan van Aanpak Rapportages (Infographs)
Spreekbeurten en Workshops
Klanten Mode/Cosmetica - Marlies Dekkers, Herome Non-profit - Giro 555, JoinFeedback Entertainment -22Tracks, Armada Music, Dance Therapy, 2 Dutch, B2S, Extended Music, 8ball
Music, Challenge Records International, JunkieXL Sport - Eurosport Food & Beverage - Go Fast HR - Werk en IK, HRMatches, Whoopaa
Even voorstellen ...
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Papers en boek ...
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Begrijpen van het
internet ...
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Sources: internetworldstats.com | eMarket
Intern
SocialMediaUsers
SmartPhones
1.1B
1.3B
Out of the 5 billion mobile phoneusers in the world, 1.08 billion aresmartphone users
More than 91.4 millionsmartphones users are from theU.S
Smartphone platform Androidhas the highest market share of46.9%
89% of smartphone users usetheir smart phones throughoutthe day
92% of smartphone users usetheir smartphone to send textmessages to other phones.Whereas, 84% of users use theirsmartphones for browsing theinternet
The age group of 25-34 has thehighest smartphone penetrationrate of 62%
50% of Android Smartphonesand 43% of Apple iPhone usersare younger than 34 Years.
53% of smartphone users aremale and 47% are female
Android Smartphone ownersconsume the highest amount ofdata at 582 Mbs a month, whileiPhone owners on consume 492Mbs of data a month on average
Downloading applications is themost popular data usage activityfor smartphone users
Singapore has the highestsmartphone penetration rate inworld, which is 54%
MobileFacts
Africa - 139,875,242 Asia - 1,016,799,076 Europe - 500,723,686 Middle East - 77,020,995 North America - 273,067,546 Latin America - 235,819,740 Oceania / Australia - 23,927,457 WORLD TOTAL - 2,267,233,742
Internet Facts
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Internet landschap
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Internet landschap
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Long tail van netwerken 200 a 300 netwerken Verschillende segmenten/fu Geografisch bepaald Aanwezigheid vereist
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Strategie ...
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(c) 2013 Denis D
De ontwikkeling van het internet en (mobiele) apparaten resulteer
veranderend gedrag eninvloedvan de doelgroep t.a.v.bewustzi
envoorkeurvoor onze merken, producten en diensten.
De verregaande digitalisering en de distributie
van content heeft(nieuw) gekoppelde business- en waarde- motot stand gebracht voor onze merken, producten en diensten
Een gedegen strategie dient te worden gebaseerd op
fanship, conversie en waarde.
Waarom?
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Internet kent
3 pijlers ...
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Internetstrategie3 pijlers
UmfeldVindbaarheid
Waarde
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Umfeld (Ecosysteem)
Gehele speelveld isinternet
Wo
do
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Internet is eigenlijk een ecosysteem. Een ecosysteem dat bestaat uit een gemeensc
online verbonden is, gevormd door eindgebruikers, ontwikkelaars, leveranciers en distribZijgebruiken elkaars sterke punten, vullen aan en versterken elkaar, om samen wa
creren voor andere eindgebruikers (bijvoorbeeld: klanten of fans).
Als bedrijf, organisatie of merk dien je deel uit te maken van hetgehelein
ecosysteem. Te meer wanneer je meer kans wil maken op omarming door de eindge
oftewel de (toekomstige) fan of klant. Daarnaast dien je je als bedrijf, organisatie of m
beseffen dat je bestaat doorcontent (intellectueel eigendom) en dat je functio
aanbiedten data bent. De content wordt gedistribueerd via de diverse gebruikersintvanhet web, desociale kanalen, de (mobiele) apps en de open APIs oftewel int
waar ontwikkelaars zelf functionaliteiten op kunnen ontwikkelen.
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Ecosysteem ...
Paper: Het internet ecosysteem? (De
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Ecosysteem
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*Graphic by Fred Cavazza
Own domain Interfac
Push & P
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Meten = Weten ...Business Intelligence
is heilig ...
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Infograph Nike (J 15 h D b 14 h 2011)
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Infograph Nike (June 15th - December 14th 2011)Keywords used Nike
(c) 2011 - DDMCA - All Rights Reserved - contact: [email protected]
PLATFORMS USED
SENTIMENT
DISTRIBUTION
The sentiment metric is computed purely by machines, so its not perfect. However, the technology UberVu is using is accurateabout 75% of the time. Real-life people are only accurate 80% of the time themselves in determining whether a certain piece of textis positive or negative. This is because an opinions sentiment is based on context most of the time.
As an example, consider this: Third world country successfully tests very sophisticated nuclear technology. Depending on what
side you look at it, you might find the statement positive or negative.
The percentiles for positive, negative and neutral reactions are pretty clear, and the fact that you can see how it evolved over everysingle day can also be of great help.
VIEWS
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Leer je klant of fankennen ...Wie heeft er invloed in
jouw netwerk ....
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B i l d
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Beinvloeders
= influencer
less
less
less
lessmost
most
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Data is het nieuwe gou
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Brand Monitoring & Optimization
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Brand
Connections Activity Dialogue Consumption Revenue Value
Optimization
Promotion Customer Community Monetization
Impact Key topics (buzz),
Related third parties,Competitor(s),
Event(s), Industries,World
Related topicsActivity per network
etc ...
Follower(s), activeFan(s), Consumer(s),
Customer(s) (Key) Influencer(s) Business Value Segmentation for
targeted promotion
Overlap of Fans ofRelated third party
portfolio Enhanced
segmentation Cross community
marketing
Network value Customer value Community value Upsell/Cross-sell New business
models
Brand Monitoring & Optimization
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Prestatie-factorenvaststellen (KPI)
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Prestatie-factoren vaststellen (KPI)
Followers Fans Connections Mentions Reach Bookmarks Inbound links Subscribers
Distribution
Retweets Forwarding Sharing Comments Like or Rate Reviews Contributors Page views Unique visitors Traffic generated
Time on site Response time
Interaction Influence ROI/ROE
Sales revenue Registered users Issues resolved Resolution rate Number of leads Cost of lead Conversion rate Cost of sale Revenue Lifetime value
Support cost Share of repeat Transaction value Money in the bank Net profit, etc
Po E- PrVid Ph Up Tw Fo M St
De
Conversation Net Promoter Satisfaction Sentiment Evangelists
What is the o
team performHow many sales and results do you get? What will
be the cost of specific interaction?
How does sentiment change due to the
activities? Are your fans and followerssatisfied about brand, service or product?
How likely are followers going to engage? Is
your message spread around? Do your fansand followers interact with each other?
What channels are you using? How can
people reach you? Are you visible?
Aperformance indicatororkey performance indicator(KPI) is an industry jargon for atype ofperformance measurement. KPIs are commonly used by an organization toevaluate its success or the success of a particular activity in which it is engaged.Sometimes success is defined in terms of making progress toward strategic goals,butoften, success is simply the repeated achievement of some level of operational goal (forexample, zero defects, 10/10 customer satisfaction, etc.).
Because of the need to develop a good understanding of what is important, performance indicator selection is often closely associatedwith the use of various techniques to assess the present state of the business, and its key activities. These assessments often lead tothe identification of potential improvements; and as a consequence, performance indicators are routinely associated with performance
improvement initiatives.
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Samengevat ...
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Online Reputatie5 t b l ijk
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5 aspecten belangrijk
Website Zoekmachines Blogs / Fora
Social Media Content
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Voor onderweg ...10 handvaten
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10 handvaten
Internet-strategie omvat gehele online domein
Apparaat, platform, locatie en tijd onafhankelijk
Content = King = Data principe
Push & Pull (techniek en content)
Relevantie = Consistentie = Discipline principe
Conversatie driehoek
Vrienden maken om vrienden te krijgen
Business Intelligence is heilig, connected is key W-E-I-G-K-E-U principe
Real Time - 24/7/365
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Silos ...
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Het is dan ook schrijnend om te zien dat sociale kanalen nog steeds gesoleerd worden
benaderd. Hetsilo-denken zit in ons DNA. Het is zo in onze manier van zakendoen en z
de verschillende, individuele, zakelijke functies waar social een significante invloed kan
hebben. Denk bijvoorbeeld hoe social media-marketing nog zo vaak apart wordt benade
zonder enige vorm van integratie met de totale marketingaanpak, laat staan met andere
kanalen.
Managers vertrekken zelden vanuit de vraag hoe sociale media door de hele organisatie e
netwerk heen deefficintie kunnen verbeteren en staren zich blind op de marketingdi
vanuit de aloude push-mentaliteit. Customer service, interne samenwerking, kostenverla
HR, R&D: ze komen bijzonder zelden aan bod.Nochtans zijn het op die terreinen waar sotechnologien vaak het meest efficint kunnen zijn. Men haalt nog vaak de neus op voor
media. Business intelligence is daar een mooi voorbeeld van.Social business isgeen hype: de adoptie van sociale kanalen en deverregaande impa
alle bedrijfsprocessenworden enkel begrensd door de vragen die men stelt en de matwaarin men buiten de lijntjes van de silos kan kleuren.
J-P De Clerck | @Conv
(c) 2013 Denis D
http://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.marketingfacts.nl/specials/social-businesshttp://www.marketingfacts.nl/specials/social-businesshttp://www.marketingfacts.nl/specials/social-businesshttp://www.marketingfacts.nl/berichten/marketing-analytics-verbindt-crm-siloshttp://www.marketingfacts.nl/berichten/marketing-analytics-verbindt-crm-siloshttp://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.marketingfacts.nl/specials/social-businesshttp://www.marketingfacts.nl/specials/social-businesshttp://www.conversionation.net/http://www.conversionation.net/http://www.marketingfacts.nl/profiel/8654http://www.marketingfacts.nl/profiel/8654 -
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De praktijk ...
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Silos in het internet ecosysteem
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Databases van derden
Spotify, Rdio, Deezer e.d.
Google Music, Amazon Cloud e.d.
Er bestaat geen relatie tussende verschillende databases binnen
het internet ecosysteem van
Er is niemand den dagelijks
overzie
Website
Youtube
Twitter
Facebook
Google+
A
Websiteaanverwanten*
LinkedIn
* = primaire kanalen, de secundaire kanalen dienen separaat in kaart te worden gebracht (denk hierbij aan Vimeo, Pinterest, Plancast of lokaal zoals Hyves e.d.) (c) 2013 Denis D
Orde in het internet ecosysteem
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Single Sign Onzorgt er voor
dat alle data vanfans kan verwerken
Connectie is de heilige graal
DBbedrijfswaarde
* = primaire kanalen, de secundaire kanalen dienen separaat in kaart te worden gebracht (denk hierbij aan Vimeo, Pinterest, Plancast of lokaal zoals Hyves e.d.) **= in de toekomstige overeenkomsten dienen afspraken te worden gemaakt over data en koppeling met ecosysteem van het merk
Databases van derden
Spotify, Rdio, Deezer e.d
Google Music, Amazon
Website YoutubeTwitterFacebook Google+ Websiteaanverwanten
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Belangrijk ...
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Waardecreatie
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IE=King
=Fan
=Data=
Waarde
Waardecreatie bij content (IE) doorInternet en Social Media betreft het in
de basis kunnen aanleggen,verspreiden, onderhouden en
optimaliseren van bestaande ennieuwe digitale relaties op de diverse
internet platforms waar (in)direct en opaantoonbare wijze additionele en
toekomstige netto kasstromen
gegenereerd worden.
Definitie
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Verzamelen van d Koppelen van data Screenen van da
Instagram, Pintere Combinaties m
(bestaande) datas Benaderen van co
uit de diverse data Overeenkomsten
aangaan en uitbre
Hoe
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Hoe werkt het?
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IntellectueelEigendom
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Fans
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Van wie zijn fans?
Artiest = IP = Fan
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Investeren in fans
Fan = King = Data
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Nieuwe formule
Artiest = IP = Fan = King = Data
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Fans
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Distributie
Intellectueel
Eigendom
Data
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The Valuation of DataWhats the financial value of a festival brand?
Fanship, Conversion, Value(c) 2013 DDMC A/D
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(c) 2013 Denis Doeland / Pim van6th of March 2013
Value ...
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(c) 2013 Denis Doeland / Pim van6th of March 2013
Ranking by value ...
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(c) 2013 Denis Doeland / Pim van6th of March 2013
Assumptions & Miscellaneous...
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(c) 2013 Denis Doeland / Pim van6th of March 2013
Assumptions Friends and Followers of 10 Festivals (Friends and followers data pRankingz).
Firstly, the basic information available is looked at. Name, address, town/city of
telephone number and e-mail address. Can these people be reached and will they allthe same social media? If a comprehensive profile can be gathered from the connectiresult in a standard value.
The standard value is an average of what the market is willing to spend to purchase don the rates of the normal traditional marketing data suppliers. The standard value is nin its own ecosystem. With the standard profiles, overlaps are eliminated and also the stop following a festival will be kept in mind, the so-called churn rate or quitters.
With the valuation of the festivals in this report the following assumptions have been uof the standard profile with the collection of data, a 25% catch ratio and a churn ratethe networks of Facebook and Twitter.
Since the valuation is just an example and based on an estimate DDMCA and PerfInvestment Management (PIM) will not be liable in respect of any business losseswithout limitation loss of or damage to profits, income, revenue, business, contracts, copportunities or goodwill.
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Dus ...
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Wat nu te doen ...
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Bedrijfstrategie Internetstrategie Contentstrategie
Releasestrategie
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Wat nu te doen ...
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Landschap ordenen Website(s) inrichten Content maken Connectie maken Dialoog aangaan Data opslaan
(c) 2013 Denis D
Vragen, opmerkingen of contact ...
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Denis DoelandManagement, Consultancy & Advies
P: +31 20 4272880M: +31 6 13520250
E: [email protected]: linkedin.com/in/denisdoeland
T: @denisdoelandW: denisdoeland.com
W: ddmca.com
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]