BREAKINGPOINT

Bob van Leeuwen

Phone: (+31)610915818

Twitter: @Capibaro

rwf.van.leeuwen@interpolis.nl

Strategist at Interpolis / Trendforecaster

CentralBigShort termSalesGlobalAuthorityTop downPersonalizedComplexityPrivateGrowth

DecentralizedSmall

Long termReationship

LocalHub

Bottum upPersonal

SimplicityPublic

Progress

I We

2000 - 2012Shift from an I- to a we society

2012 - 2013

EmpoweredDifferences

DependantSimilarities

I We

The individual empowered because of the collective

Government

Self responsible

Goal oriented

Independance

Control

Posession Binding

Development

Usage

Chaos Freedom

Independant Feeling

Ratio

Freedom

Control

2012 - 2013Less control, more chaos and independance

EmpoweredDifferences

DependantSimilarities

I We

This ‘social’ disruptive development is not new...........

.......we wiped Encarta off the map 6 years ago

BUSINESS AS USUAL?

Struggling with virtual...........?

BUSINESS AS USUAL?

.......or struggling with Twitter taking over your core business, namely news

BUSINESS AS USUAL?

What polaroid should or could have done

BUSINESS AS USUAL?

BUSINESS AS USUAL?

Who owns your brand anyway?

Social is not about media, it is about supply finding

demand. Radical decentralization of your brand and in the end

maybe your core- business.

OPEN

(In)transparent

Stories travel faster than any journalist can spread them

Better treat your staff the same way you treat your best customers

Your staff is allready telling the world what your company is made off

Journalist created a website to show everyone’s tax application in Norway online

Lucien Engelen put online his DNA test to show people what they could expect and get in return

Check if politicians are telling the truth in realtime

Everything you experience during the day might just end up on Google’s servers because of Google glass

People get more aware about their privacy. Secrecy get’s a new impulse.

But if you have happy employees, transparency is a very powerful thing

Like Google Flu map, organizations can open up their data to service their customers.

DECENTRALIZED

Bottum- up & wide spread

An individual can get ‘reach’ quicker than an advertising campaign can

Useage get’s more important than owning as we start to rent vacant spaces from peers

Who needs insurers, when we can organize it ourselves without the marble staircases?

Who needs banks, when we can reach for the people for funding

Technology like 3D printing decentralizes production

Vaikka renders phone numbers of existing customers on their website telling you to call them first before you buy

ON=OFF

Convergence of off & online, human & technology

We are always online

Foursquare let’s you post virtual comments on offline places. The first step in convergence of on- and offline

Digital services start to go offline, making them more tangible.

On- & offline retailers do better than on- or offline retailers

Apple’s personal assistant Siri will be implemented with different carmakers. We’ll start talking to our cars. Usage of technology get’s

elegant and intuitive.

The EPOC from Emotiv connects our branwaves to navigation technology> this technology is used for patients that are

paralyzed for them to open the curtains and turn on the lights

FORMULA

IMAGE =<

REPUTATION

REPUTATION

SEARCH RESULT

=

SEARCH RESULT

EXPERIENCE

=

EGONOMY

Youngsters (and mid-career alike) do not want to work for employers anymore

People starting to measure their online presence, their value

Appstores are marketplaces for entrepreneurship

Artists getting kickstarted by user generated content platforms.

Using the ego and the empowerment of the individual to flip the power upside down

SMALL

People are drawn to sincerity more than to scripted media

................... and real people

Authority does not correspond to trustworthy anymore

So we are seduced by the small and we connect to real people for our needs

Act small and connect to the people that connected to you in the past

Ok, but where do i start NOW?

Acquisition (first purchase)

Retention (1 < purchase)

% budget spent

Revenue received ZERO $ > ZERO

Flip the focus

Attentio

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Interest

Desire

Actio

nAck

nowle

dge

men

t

Dial

ogu

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Ince

ntiv

izat

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Act

ivat

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Flip the funnel

ExistingNew