9. The „shift‟
9
9
•Assembly •Realtime
Products •Push Social •Wisdom of crowds
•Mass production •Web 3.0
•PMC‟s •Alliances
Markets Networks
•Segmentation •Integrations
•Branding •Dialogue
•Mass media •Web 2.0
•CRM
•Servicing
Customers Interaction
•EDM
•Database mkg
•1:1
•Push communication
•WEB 1.0
10. Media don‟t disappear, but…
10
Personal communication
Mobile Internet Email
PC web
Low reach
High reach
Print
Digital TV
Analogue TV
Radio
Cinema
Mass communication
27. What Kryptonite should have done:
27
Use influential opinion leaders (celebrities,
subculture leaders, etc)
Responded to the blogs immediately
Use social and digital media to interact
Have a community and fanbase
42. 42
"They reached out to
bloggers; they
blogged; they found
ways to listen to
and follow the
advice of their
customers. They
joined the
conversation. That‟s
all we asked.“
Jeff Jarvis
61. The Economics of Collaboration
61
Mass
Self-
Organization Collaboration
Value Business
Creation Webs
Extended
Enterprise
Traditional Industrial Age
Hierarchy Corporation
Physical Knowledge
Critical Resources
Financial
71. The Google (14 years old) direction
71
(Advertising spend in US) 2008 2011
Internet $ 26,0 mln $123,3 mln
Television $ 0,0 mln $ 69,3 mln
Print, Radio & Outdoor $ 4,0 mln $ 20,7 mln
Source: Wall Street Journal
73. Burberry (155 years old) direction
73
In 4 years time from 2% to 40% of the whole
marketing budget was spent in digital and
social
First luxury brand with more than 3 mln
fans on facebook
Over 9 mln page views in nine months after
launching artofthetrench.com
76. What to do ?
76
1. Giving up control and orchestration
2. Create a vision and content strategy
3. Focus on customers not campaigns
4. Create corporate guidelines
5. Focus on reacting instead of preventing
6. Invest in your social capital outside
7. Invest in monitor and interaction capacity
79. Contact
79
79
Hans Molenaar (hmolenaar@beeckestijn.org / 06-51030367)
#hansmolenaar
Beeckestijn Business School
Postbus 333
3830 AJ Leusden
T +31 (0)88-472 22 30
F +31 (0)84-220 79 87
E info@beeckestijn.org
W www.beeckestijn.org