Lecture Digital Changes - Royal Academy of Arts - Interactive | Media | Design

Roderick Cremers [email protected] @cremers +31 6 51 821 045

www.FreshBridge.nl © 2010

A New Marketing Agency

Interactive / Media / Design

FreshBridge confidential © 2010

Who is Roderick Cremers ? •  Founder Fresh Bridge Marketing •  Founder OurWine.nl # 6 online wine shop in NL •  10 years KPN

•  Mobile •  Base – 1 to 1 •  Acquisition / ATL •  Integration debitel

•  Passion for •  Change •  Improvements •  People

•  Background •  Economics / Marketing (Erasmus / Berkeley / Hofstra) •  Political Science (Leiden)

11


I work for :

2


Today :

•  The world is changing

•  Online

•  Social

•  How people react

•  Devices

•  Challenge for today

3


What is happening in

the world ?


The world is changing ever

faster


Video


Changes Online

FreshBridge confidential © 2010 8

1. From Information ‘Brochures’


2. Sharing & Connecting


3. Sharing all the time


4. Sensor information





Sensors in contact lenses

Visueel & medisch


On and in people


Nothings gets lost


Moving into the cloud


What happens in Vegas…

19

stays on


There was 5 exabytes of

information created between the

dawn of civilization through 2003

but that much information is now

created every 2 days, and the pace

is increasing...

Eric Schmidt - Google


CHANGE ?


Sceptical


Embrace


Follow



Everybody wants to know


14%


34%


We are moving from broadcast to interaction to

relationships


We can make more contact with more people

30


The Internet / social networks allow us to move beyond Dunbar’s rule

3131


Organizations keep broadcasting

32

Organizations


! 14 % Marketing to the Social Web, Larry Weber


People care

•  Share

•  Help

•  Exchange

•  Advise

•  Have fun

•  Connect

•  Give

•  Care

34 34


! 90 % Nielsen Global Online Consumer Survey


Social Media is Word of Mouth

on Steroids

Gary Vaynerchuk


3x 37

!

Harvard Business Review



Van zenden naar interactie naar relatie

39

Brand boodschap

Above The Line

Below The Line

TV / Print

Product Placement In store / DM / E-mail

Klant interactie

ZENDEN INTERACTIE

Online / Social Mobiel

Websites / Forums

Klant insights

RELATIE

The Consumer

Line


Building Value with Social Media

40

How What Result

Analyze who and where (Size, Influence, specifics, KPI’s)

Select most influential communities

Most important social media / blogs / influencers / etc

Monitor what’s happening Listen Insight about brand and issues

Solve practical issues and questions

React to conversations Customer Satisfaction

Add value (knowledge, ideas, etc)

Drive conversation on topics / issues / etc Thought leader

Co-creation, polls, choose products, “retweet”, “like”

Give customers influence / control

Trusted Partner / Friend / Ambassador

Reminders, tips, show results Direct people Advisor of customers

Make (trans)action easy Transaction of

services / products Exchanging Value

Search for Value

Build

Value C

onvert Value

Link Segments & target groups to communities based in strategy

Find relevant communities for

strategy Relevant communities

Phase

Model © Roderick Cremers & Eric Mieras


Bron: Forrester The groundswell, Bernoff en Li (2008)

Verschillende mensen

FreshBridge confidential © 2010 Source : Forrester Research


Perez Hilton

a.k.a. Mario Lavanderia

Started in 2004

Celebrity gossip website

20 – 50 (short) posts per day

>$100,000 per month in ad sales


Je vind iets interessant

De content / het merk heeft een veel groter

bereik met minder kosten – klanten gaan adveteren

voor jou

Je deelt het met je vrienden via Like / Share /

etc

Feeds zijn het nieuwe e-mail

1

2

3


Feed marketing

Content


Nikerunning feed naar Facebook

Jane Janeson


Zo kan het ook

4747

Joe Johnson


Stakeholders also increase exposure

48

Stake-holders

Stake-holders

Stake-holders

Important to have interaction with

stakeholders


Will it Blend ?

4949

Blend Tec Revenue > 800% in 2 jaar

iPhone Blender > 8.5 mln x bekeken


My Starbucks idea – Share, Vote, Discuss, See

50


Starbucks zorgt voor nieuwe bekers

51


Starbucks Facebook > 13 mln fans

July 6 – 19th 2009 280.000

Starbucks Icecream


Diet Coke & Mentos

53


Mentos adopts theexperiment

54


?


The Coke Show came too late

56


Coca-Cola > 12 mln fans on their

Facebook pagina


“Where have you had a Coke lately?”

58

“It was taken from the peak of the Iztaccihuatl, Mexico's third highest mountain. [At 5,230m... you can guess why was the bottle half-full! :-)]

“Les Grand Montets near Mont Blanc French Alps 3275m”

“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”


Vitamin Water’s Flavor Creator…

flavor creator lab environment within the vitaminwater facebook fan page

59


Vitamin Water - Say hello to…connect

•  black cherry-lime

•  caffeine + 8 key

nutrients

•  By fans for fans

of

•  In stores in USA

from 1 maart 60


Ebbsfleet United – community owned


Myfootballclub – Owner Ebbsfleet United


Dell verkoopt $ 6,5 mln via Twitter (met outlet computers)

63


Social Icecream – De digitale bel


Devices are

changing


From 2 things

66

To 3 things


Devices 1

Information 2

Entertainment 3

Shopping 4

ID / Ticketing 5

Connected 7

Connecting 6

8 8 8



Mobile internet has gone mainstream in 2010

8% 11%

15%

21%

27%

33%

38%

43%

2007 2008 2009 2010 2011 2012 2013 2014

Global 3G+ penetration among mobile subscribers, %

Source : Morgan Stanley


> 200.000 different apps in the app store

70 iPad app screenshot


Most popular apps still traditional ones

71 http://www.businessinsider.com/chart-of-the-day-apps-on-mobile-os-2010-6?utm_source


Angry Birds downloaded 4 mln times

72

In August it increased to 60.000 per day Angrybirds iPad app screenshot


Mercedes starts test with iPad to sell cars

73



Let’s focus on kids



SoundTchLite iPad app screenshot


SoundTchLite iPad app screenshot


Toystory iPad app screenshot


Toystory iPad app screenshot


Video

Video


Image credits •  IMac - http://macintosh128k.com/apple_ads/imac_pm/g3imac_ad/files/rebirth2.jpg

•  Sharing & Connecting - http://www.flickr.com/photos/rud-gr/3689751443/

•  Sharing all the time - http://www.flickr.com/photos/rud-gr/3690563284/in/photostream/

•  Sensor information - http://www.flickr.com/photos/28129213@N00/7267159/in/photostream/

•  Home - http://www.flickr.com/photos/59596009@N00/4490275624/sizes/z/in/photostream/

•  New York Time Square - http://www.flickr.com/photos/22240293@N05/3845692998/sizes/l/in/photostream/

•  Operating room - http://news.cnet.com/i/ne/p/photo/orf_500x426.jpg

•  Sensors in contact lensen - http://spectrum.ieee.org/biomedical/bionics/augmented-reality-in-a-contact-lens/0

•  RFID on and in people - http://www.flickr.com/photos/28129213@N00/7267164/in/photostream/

•  Serverrow - http://www.colocationforless.com/images/serverRow.jpg

•  Cloud - http://www.colocationforless.com/images/serverRow.jpg

•  Las Vegas - http://www.flickr.com/photos/joanna8555/3916172756/

•  Dawn - http://www.flickr.com/photos/claudio_ar/3354961452/sizes/l/in/photostream/

•  Sceptical - http://www.flickr.com/photos/rcoder/375096551/sizes/l/in/photostream/

•  Embrace - http://www.flickr.com/photos/sekaino_ai/4050012990/sizes/o/in/photostream/

•  Follow - http://www.flickr.com/photos/ravedelay/2808849337/sizes/l/in/photostream/

•  Kidney - http://www.flickr.com/photos/mkmabus/3056911897/

•  Bed 1 - http://www.flickr.com/photos/martinkorben/4533698879/

•  Bed 2 - http://www.flickr.com/photos/penumbra/43244622/

•  People - http://www.flickr.com/photos/a237916/2280907234/sizes/l/in/photostream/

•  Social Media, Word of Mouth on Steriods - http://www.flickr.com/photos/dariuszka/374750916/

•  Brandcamp – http://www.skydeckcartoons.com

•  Perez Hilton - http://www.flickr.com/photos/burningkarma/4127870031/sizes/l/in/photostream/

•  Mercedes iPad - http://www.ipadngravy.com/mercedes-benz-uses-the-ipad-to-sale-cars/1578/

•  Apple store - http://www.carlsbadistan.com/?p=7731

•  iPad apps – screenshots from iPad

•  Baby works iPad (video) - http://www.youtube.com/watch?v=MGMsT4qNA-c

82 No copyright infringements were meant – Please contact us if there is an issue

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