the internet ecosystem? - what should i do and where is it heading ... (ibook version)
TRANSCRIPT
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Introduction
The Internet is actually an ecosystem. It is anecosystem which consists of a community which isconnected online, formed by end users, developers,suppliers and distributors. They use each othersstrong points, complement and strengthen each otherto create added value together for other end users.
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Wikipedia describes an ecosystem as follows: An ecosystem is formed by theinteraction between all organisms and the abiotic environment within a certain
geographical or otherwise defined entity. The term ecosystem was introduced by English
botanist Arthur Tansley in 1935 and developed by American ecologist Eugene Odum.
Examples of ecosystems are a forest, but also the whole earth. Some even consider a
pot plant to be an ecosystem. Parts of an ecosystem are individual plants, animals and
micro-organisms and the complex which they form, for example in the form of living
communities and populations. People often see ecosystems as dynamic and functional
entities.
The Internet is actually an ecosystem. It is an ecosystem which consists of a community
which is connected online, formed by end users, developers, suppliers and distributors.
They use each others strong points, complement and strengthen each other to create
added value together for other end users (for example: clients or fans).
As a company, organisation or brand you should be a part of the entire internet
ecosystem. Even more so when you wish to have a better chance of being embraced by
the end user or the (future) fan or client. In addition, as a company, organisation or brand
you must realise that you exist thanks to content (intellectual property) and that you offer
functionality and are data. The content is distributed via the various user interfaces of the
web, the social channels, the (mobile) apps and the open APIs or interfaces where
developers can develop their functionalities themselves.
CONTENT OVERVIEW
A short overview of the content of this document
where an insight is given and trends are signalled
on the aspects below. A number of trends are
indicated with each of these aspects.
1. Vision
2. Strategy
3. Execution
4. Value
Introduction
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It is time to determine a strategy. Make choices concerning which
groups you wish to cater for, how and with whom you want to
cooperate and select the ecosystems you wish to be present in.
Develop suitable products, (new) online services and seduction
techniques. This requires the necessary creativity. Allow yourself to be
inspired by natures inventiveness: the flowers and the bees, the frog
and the fly. Create an (online) business model where you can take the
lead as compared to your competition or other market parties, the
organisation is stimulated to innovate and enables you to reach (new)
clients and hold on to them.
A very important difference is that the parties who have a good
strategy, which is based on a place within the ecosystem, are the ones
who can let the processes seamlessly connect with each other and
benefit from this. The parties, which ensure that the fan or client has
the optimal experience, which is connected to each channel, willbenefit optimally from this.
This requires a fundamentally different attitude towards the various
parties in the ecosystem, not only to the social networks, but also to
the individuals. Where previously the emphasis lay on competing and
protecting within the collaborations, the emphasis is now on working
together. On listening to, participating in and anticipating on the data
which is created in so-called conversations and interactions. This
data must be stored, analysed and related to the data which you(possibly) already have.
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Vision
Companies, organisations or brands rarely ask thequestion how the structure and efficiency throughoutthe entire organisation and its network can beimproved by Social Media. People are blinded by theold push principle, literally sending (communication)messages.
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It is clear that Social Media or individual social channels such asFacebook, Twitter, YouTube etc. are still approached in an isolated
way. Silo thinking is in our blood. It is integrated in our way of doing
business and it even shows in the various, individual, business
functions Social Media can affect significantly. Social Media channels
are often approached separately, without any integration with the total
marketing approach. Let alone in combination with other channels.
Companies, organisations or brands rarely ask the question how the
structure and efficiency throughout the entire organisation and itsnetwork can be improved by Social Media. People are blinded by the
old push principle, literally sending (communication) messages.
Customer Service, Human Resource, Research & Development:
aforementioned aspects are rarely addressed. These are the areas
where the mechanics, which take place on the social channels, can
often be the most efficient. Managers often dismiss Social Media. The
failure to use Business Intelligence, which is created on a daily basis
thanks to Social Media, is a good example of this.
The implementation of Social Media in the current business model, or
Social Business, is not simply hype: the adoption of social channels
and the far-reaching impact of it on all company processes are only
limited by the questions which people ask and the level in which
people can, or dare, to operate outside the limitations of the silos.
Companies, organisations or brands must couple the various owndomains and social channels with each other and provide the end
user with an optimal user experience.
Trend
In the past decades, marketers overestimated the value of entirely
measurable factors with regards to the emotional factors. This
resulted in the marketer losing the emotional connection with their fan
or client. A company, organisation or brand that does not create a
positive connection with its clients becomes exchangeable for any
other company, organisation or brand that does.
The comprehensive internet landscape has changed and the rules of
the game change in accordance. Fans and clients would rather listen
to each other than to the communication messages from companies,
organisations or brands. A logical consequence, because whom
should you listen to with such a wealth of choice for providers where
the products and services are barely distinguishable. Fans and clients
integrate the new rules into their daily lives while companies,
organisations or brands still stubbornly steer clear from it. It is clear
that the fan or client has become more assertive and powerful.
Vision
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In the future, fans and clients will need a Likeable company,
organisation or brand. Fans and clients wish to be seen and heard.
Dialogue is the key word. The fan, the client wants to be treated as a
human again. Establishing an actual connection and speaking with
the fan or client is what it is about.
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Strategy
Companies, organisations or brands rarely ask thequestion how the structure and efficiency throughoutthe entire organisation and its network can beimproved by Social Media. People are blinded by theold push principle, literally sending (communication)messages.
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We are currently living in a digital feudal economy where socialplatforms such as Facebook, Google, Twitter etc give unlimited (free)
access to our data and behaviour by way of the Social Identity which
is created there. The Single Sign-On button is the holy grail which
leads to connection on the basis of demography and relevance. It is
the button which gives access to the data of the profile itself, the
references but also the purchases and promotions of a fan or related
client. The strategy must therefore be coordinated with this.
Standard data from the Social Media channels, such as those whichexist at a number of companies, do not offer direct value. Only after
meaningful correlations, analytics and setting up (additional) earning
models on the validated fan, tweets and like data (in)direct cash
streams can be generated. The value of the company, the
organisation or the brand will increase in the form of potential
goodwill. The strategy must be coordinated with the collection of data
from all possible sources.
Trend
Single Sign-On (in short SSO) allows end users to log in once and
subsequently automatic access is granted to all applications and
resources in the ecosystem of a company, organisation or brand.
Fans or clients log in with their favourite Social Identity (for example:
via Facebook or Twitter) or their user name /password.
The SSO module collects this data to then enter it automatically, or toadd to additional data if requested, when a fan or client wants to open
an application.
When the end user has logged in, the SSO module takes over the
login process and allows an automatic login in all applications and
systems which the fan or client has access to. Therefore the fan or
client does not have to login each time. The application is immediately
started if they click on an icon of an application. The login screen is
removed and no longer displayed. Data from Social Identities is savedin own database.
The advantages of Single Sign-On are:
Straight-forward for the end user.
The end user is more productive.
The registration procedure is tightened.
Strategy
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Execution
Companies, organisations or brands rarely ask thequestion how the structure and efficiency throughoutthe entire organisation and its network can beimproved by Social Media. People are blinded by theold push principle, literally sending (communication)messages.
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It is clear that the internet is an ecosystem and that we have the urgeto think in silos. What should we do now? The silos need to be literally
broken down and an internal and external ecosystem should be
created. The first step is to determine which domains, networks and
equipment you wish to serve within the own ecosystem.
Subsequently determine which ecosystems you wish to connect with.
The image below displays an ecosystem.
The second step consists of connecting all data sources from these
domains and networks. By way of the Single Sign-On button, which
is described in the previous paragraph, you can extract the data from
all networks.
You should integrate the button in the own domain, all applicationswhich you construct and by way of landing pages or an application
which you integrate in the various Social Media channels. A platform
which supports such functionality is Social Brand Builder, for
example.
Trends
A number of trends on the execution side have recently become
clearly visible.
SoLoMo (Social Location Mobile)
A term that we increasingly see is SoLoMo, an abbreviation for
social, local and mobile. These three components concern thebehaviour of a fan or client.
A large group of fans also make use of Social Media during a visit to
an event. In this way a large amount of the event visitors share photos
with family and friends during their visit. People use messages onSocial Media to keep their family and friends up to date with their
adventures via their mobile (smart) phone from the location where
they are that moment.Among other things, smart phones are used to check in, to find out if
friends are present and to look at reviews from other fans.
Execution
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Customer Care (Social Care)
Social Media has become a crucial part of the fan or client contact. A
company, organisation of brand which serves large groups of fans or
clients, has no other choice other than to use these channels to react
towards fans or clients. Some fans or clients would not make contact
with the company, organisation or brand without Social Media. Peopleused to do this via the mail, then came the advent of call-centres, and
nowadays fans or clients use the various new online platforms.
Social Media channels are used for contact with fans or clients. It is
obvious that service should get the most important role. Therefore it is
important that the marketers are aware of how the staff members of
the company, organisation or brand can increase the brand value.
They are often the first and only contact point between the fan or
client, and the company. The loyalty subsequently increases.
Fans or clients who make contact with a company, organisation or
brand via Social Media are generally more loyal than other fans or
clients, according to a case from Social Brand Builder. These groups
of fans or clients will operate as long-term ambassadors and can
promote the company, organisation or brand in their network.
A condition is that they are effectively, quickly and professionally
assisted with queries and comments which they communicate to the
organisation via Social Media.
Live
It is clear that the internet is a real time phenomenon. Where
previously one would have to wait for a reaction or content, this now
occurs in real time. Companies, organisations and brands must react
to this trend.
Photos, videos, audio and text can be curated and published in the
own domain, or via the own applications or the own social channels.
In this way you demonstrate that the fan or client is involved with the
company, brand or organisation.
The content, which is created by fans or clients, can be saved,
followed and the data of it can be analysed. This in turn gives manyopportunities for subsequent actions.
Connection
Single Sign-On allows fans or clients to log in a single time, where
subsequently automatic access will be granted to all applications and
resources in the ecosystem of a company, organisation or brand. Fans
or clients log in with their favourite Social Identity (for example: via
Facebook or Twitter) or their user name/password. Now you have a
connection with a fan or client.
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Value
Creating value with Intellectual Property (IP) by usingInternet and Social Media concerns being able to, inthe basis, establishing, distributing, maintaining andoptimising current and new digital relations on thevarious internet platforms where (in)directly and in ademonstrable way additional and future net cashflows can be generated
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Inventory, hardware, stock and debtors. These are less and lessimportant in the valuation of a company. The approach and the
behaviour of banks, valuators and investors endorse this. But what
does increase the value of your company? While historical value will
continue to play a role in determining the value, it primarily concerns
future cash flow.
By making advanced and careful use of the own domain and Social
Media networks new and digital marketing profiles can be created
from this data. So it can be determined that the value of companies,
organisations or brands which carefully organize and ensure this
increases.
Value creation
Creating value with Intellectual Property (IP) by using Internet and
Social Media concerns being able to, in the basis, establishing,
distributing, maintaining and optimising current and new digital
relations on the various internet platforms where (in)directly and in a
demonstrable way additional and future net cash flows can be
generated (ed. The Voice A supplementary earning model (Denis Doeland/Pim van Berkel)
The words establishing, distributing, maintaining and optimising
refer to the costs of work and means. In addition it concerns the
digital relations on multiple platforms. Digital is a key element with
this, in the view of the fact that this makes it clear that it does not
concern a whole stack of addresses or other traditional marketing
activities. Naturally there is possibly still a little overlap between the
digital platforms and so-called churn rates, just as with off-line
marketing. Twitter users can be the same as a Facebook fan and vice
versa.
The rise of Social Media gives companies, organisations and brandsan extra possibility to reach and follow their current fans but also
future fans and clients. A direct relationship can be made, which was
not the case with the traditional off-line marketing.
Value
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The step which companies, organisations and brands must make is to
collect and analyse the data to subsequently implement a follow-up
strategy or entirely new (marketing) strategy, with the objective of
increasing future revenue.
Trends
There is a huge wealth of data, also called Big Data. Is it a hype? Can
you as a company, organisation or brand wait for the (strategic)
deployment of data or it is actually already reality? According to
McKinsey, who have published a scientific publication, the effective
use of data and analytics increases productivity, profit and market
value of companies by 5 or 6 per cent. In some industries the strategic
deployment of data analysis can even make the difference between
profit and loss.
Big Data Storage and Big Data Analytics are two current trends.
These two trends are inextricably linked to each other: not the level,
but the way in which people want to make use of data determines
whether data is Big or not. The requirements which are connected to
Big Data Storage come from the analyses which people wish to carry
out on the data.
Big Data Analytics concerns data which is:
Rapidly available
Comes from multiple sources.
Is supplemented with other (unstructured) data.
One can take things even a step further. Consider internal and external
data. These should be linked to each other. You can call on this data in
real-time to optimally communicate with fans and clients and make
tailor-made offers. Big Data is therefore not something for the future,
its a reality now.
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About
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Denis Doeland is an Independent Professional. His company is called DDMCA.
DDMCA assists brands, companies and organisations to apply internet and social
business to meet the new expectations of fans, clients, staff members and other involvedparties. DDMCA helps give their voice a place in business and in the internal organisation.
In the combination of development of knowledge, sharing of knowledge and consultancy
in the area of deployment of internet from the organisation and social business sees
DDMCA taking its place as a leader in its field. DDMCA offers its services in the form of,
among other things, consultancy, analysis, lectures, valuation, training, social media
monitoring and internet monitoring.
Clients of DDMCA are both major organisations as well as smaller ones who are aware thatcommunication and conversation will continue to play an even greater role in and outside
the organisation. DDMCA clients include Marlies Dekkers, 22tracks, JoinFeedBack, Dance
Therapy, Armada Music, Extended Music, Eurosport, B2S, 2-Dutch Agency, 8ballMusic,
Whoopaa, HRMatches, Werk en IK, Muziek Centrum Nederland, Herome, Amsterdam
Dance Event, JunkieXL.
A good internet strategy begins with a good Action Plan. DDMCA is specialised in making
of Action Plans. Questions? Please do not hesitate to contact.
Contact
DDMCA
Keizersgracht 330b
1016 EZ Amsterdam
The Netherlands
P: +31 (0)20 4272880
mailto:[email protected]:[email protected] -
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Note
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2013 Denis Doeland/DDMCA
This paper is issued under Dutch copyright law and may not be reproduced, distributed, transmitted,
displayed, published or broadcast without the prior written permission of DDMCA the owner of the
issued content. You may not alter or remove any trademark, copyright or other notice from copies of the
content without prior written permission.
Special thanks to Paul Sparks of the Bright Spark Media Group for the support with the translation.