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Index

BOK2Magazine

Persona of the Month..................2-3 Social Media................................4-5 Cross-media concept..................6-7 Community building & co-creation..................................8-9 Transmedia storytelling...........10-11 Word of Mouth.........................12-13 Work field orientation..............14-15 Guest lecture................................16 Reference list...............................17

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Persona

of the month

Each month BOK2 magazine introduces the persona of the month, an international expats living in Amsterdam. This months meet YOKI LEE!

Yoki Lee is a 20-years old stundent from Shanghai, China. She currently is a second-year student in International Business Management Studies at Inholland University of Applied Sciences in Amsterdam. After graduating from high school in China, she decided to study abroad. Yoki is open-minded, loves languages and travelling. These were factors why she wanted to study in an other country different to China. Living in Amsterdam, she got to know many international people from all kind of countries. Yoki spends much time with her new friends and wants to know more about their cultures. Next to school, Yoki works as English teacher for children of Chinese expats. Yoki sees herself as any other young woman in her age.

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Social MEDIA NOT AS EASY AS YOU THINK

Social media is a social instrument of communication on the Internet. It offers companies and brands the possibility to reach their customers in a new way. However, not all are able to use it properly and what is for one a successful tool can be for others the biggest downfall. Let‘s check out who is the social media GURU and who is a FLOP! GLOSSYBOX

loves social media

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GLOSSYBOX is a monthly beauty box of five exciting cosmetic samples that are mailed to your door. Their service is available in many countries like the Netherlands, UK, Germany, Italy and Spain. Therefore, the GLOSSYBOX website is available in the language of all these countries. Next to their own web address, GLOSSYBOX is using numerous different social media platforms that are directly linked on their website. You find interaction possibilities on: Pinterest. A photo sharing website that allows you to upload picture collections in themes and topics where others can browse the collections, comment on them, look for inspiration and re-pin them. You have to be invited though. Facebook. GLOSSYBOX created fan sites for every country they sell their products. On these fan sites you can ask questions and will very quickly an answer to your question either by other customers or staff members. Facebook regularly also create games where people can win something. Twitter. The latest updates about the box are tweeted and asked questions are answered by staff members quickly. Each country has its own Twitter account.

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Youtube. Each country also has its own Youtube channel. Videos about products and the latest box are uploaded. People are also able to upload product reviews. Google+. Connect with Google+ and recommend the website. Your friends on Google+ will see that recommendation (+1) and might start a new conversation.

„It‘s so easy to contact them when you have a question.“ As you can see, GLOSSYBOX is using social media in a very good way in order to reach their customers. They have their target group and know with what kind of online platform they can reach them. They keep the conversation going and are doing very good customer service. A big plus for them is that they offer their platforms in different languages, meaning in the countries where they are selling the box. By doing this, they can better communicate with their target group and keep them up to date since the boxes arrive and contain different products in each country.


Ryanair

responds to blogger calling him a liar and an idiot

What happened. A technically oriented blogger found a programming problem on Ryanair’s website and wrote a blog post about it. A Ryanair staff member wrote a comment on that blog post calling the blogger a liar and an idiot amongst other things. He’s been doing this not only once but three times. A few days later, Ryanair released an online statement about this topic, also insulting bloggers and being negative. The mass media as a result picked up the story and found the wide masses. This of course turned out to hurt Ryanair’s image in public. What Ryanair did wrong.They failed to deal with negative online feedback in the right way. They made it even worse by dealing with it in a negative way.

ger that he found a problem on the website which they will be fix or explain what they did to solve the problem. They even could have just fixed the problem and not reacting to the blogger. The incident probably would have been forgotten quickly.

„A blogger‘s opinion can be very powerful.“ Once things are online, they will stay online. Since the media picked up the story, many people wrote about it online and Ryanair is not able to get rid of this negative publicity on the Internet.

What could Ryanair done instead. Ryanair could have commented on the blog entry in a positive way for example by thanking the blog-

*** What we learned

The two examples show clearly how important it is to train your staff in social media behaviour. Social media has two sides. It can help to make you more popular and reach more people but it can also be the downfall of a company. It might look easy to use social media in the right way but little mistakes can turn out to hurt your company in a very bad way.

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Cross-media

CONCEPT

In order to understand the following article you first of all need to know and understand what cross media is. According to Wikipedia Cross media “is a media property, service, story or experience distributed across media platforms using a variety of media forms.� This means a brand is using more than one media channel in order to get their story out.

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Obviously, the media is not as it used to be only a few years ago. It is almost impossible to imagine the world without Internet. People are constantly able to enter Internet, either from their computers or smartphones. Especially the entertainment sector is making use of it in terms of advertisement and promotion.

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Obviously, the media is not as it used to be only a few years ago. It is almost impossible to imagine the world without Internet. People are constantly able to enter Internet, either from their computers or smartphones. Especially the entertainment sector is making use of it in terms of advertisement and promotion. In the following, I would like to introduce you a successful cross media concept. Almost everybody has once heard about How I met you Mother. The American sitcom is about five friends that live in Manhatten. The narrator Ted, retells from the year 2030 the events that led to how he met the mother of his children. The series is very popular amongst youngsters, but the story around those five friends continues also outside of the television and in real life.

Barney, one of the friends, cites many times the Bro Code, which is a book filled with rules for bros to follow. This book has been published as a tie-in novel and audio book. It is also available in the App Store and a similar book for females, the Chick Code, has been published as well. Further, the Bro on the Go was released which is a companion to the Bro Code. In the fifth season is an episode about a Playbook, which has also been published. In the series, Barney often refers to his Blog that he is writing. This Blog can also be found online and it is written and updated by the creators of How I met you Mother. Each Blog entry is usually in response to what happened in the episodes. Barney also has a Twitter account that is also updated on a regular basis.

*** So as you can see, the series is not only limited to television. Barney’s character is very popular and therefore many fans love his “real� Blog and his books because they are related to the series and offer additional insights. These cross media products are successful because many fans want to identify with the characters.

Left: Examples of HIMYM cross-media.

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&

Community building Co-creation Communities with the same interest can help you build up your brand. Let‘s check out three ways of co-creation!

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Crowd-sourcing

Co-branding

Co-marketing

When doing crowd-sourcing you are seeking information and ideas from a group of people in order to use them for your company. The advantage is that you do not have to pay expensive advise from professionals, but instead get the honest opinion of your own customers and at the same time you find out what they want.

Co-branding means that brands get together in order to raise awareness about their products. It is used to enhance the current product or to produce a complete new product.

Co-branding means that two or more brands are going to market together in order to achieve complementary benefit.

Share. Vote. Discuss. See. Starbuck‘s is asking their customers directly for improvement suggestions in order to make their Starbucks experience better. You can share your idea, others can vote for it and join the discussion. This is a smart way to find out what exactly the customers want.

Nike runs with Apple. Nike produces running shoes that will provide the user information on time, distance, speed and calorific burn rates. This is possible with help of Apple’s iPod. A wireless system gets data from a sensor in the insole of the shoes.

Prada phone by LG. LG developed a phone and market is with Prada. At the same time, Prada designed cell phone cases that fit to the phone. In this way, both brands were market at the same time and with help of each other‘s own strength.

http://www.temporalbrand.com/publications/articles-150606.shtml http://ws.elance.com/file/Best_co-marketing_examples.pdf?crypted=Y3Rhttp://mystarbucksidea.force.com/

4JTNEcG9ydGZvbGlvJTI2ZmlkJTNEMzM4NzI4ODElMjZyaWQlM0QtMSUyNn-

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Transmedia

storytelling

According to Steve Rubel, a public relations executive and professional blogger, „transmedia storytelling is about creating complex, immersive experiences that consist of multiple narrative storylines within the same fictional universe presented on multiple forms of media.“ In other words: A trans-media story unfolds through various media, with every aspect adding to the whole.

Long living concept

the future

Sherlock Holmes could be one of the longest lasting narrative stories. 125 years ago the first Sherlock Holmes book appeard and since then the story has built up a strong base with help of transmedia storytelling throughout the years. In the beginning when Sherlock Holmes made his first appearance, radio was used to tell more about the character and added to the story.

The Internet is a powerful place that offers many different platforms to get your story out. Brands are no longer bound to television, books and radio only, but have the possibilities to interact on social media websites. The use of these platforms is constantly growing and the accessibility of the Internet is no longer limited to computer. Technology is developing and transmedia storytelling is adapting to it.

TV shows added to a massive expansion of Sherlock Holmes by showing extra plots, events, characters and other elements. Since the original book release, many movies have been produced whereas the latest just came out in the theatres. Also video games have been produced that contributed to the whole story. Sherlock Holmes is a great example that transmedia storytelling can continue for a long time and that a story is able to adapt with technical developments.

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So we can be very excited in what platforms Sherlock Holmes will be involved in the future because I am sure the story will continue to live forever!

http://convergenceishere.weebly.com/sherlock-holmes.html


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Word of Mouth „Satisfied customers who will spread word of mouth are the most powerful assets you have.“

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M&M‘s World Store A few weeks ago, I went to London for the first time. At Piccadilly Circus opened a new store, the M&M’s World Store. I have heard and seen pictures from M&M’s World Store that is located in New York, so I was surprised to see one in London as well. Over three floors, one is able to explore the world of M&M’s. Next to 22 different colours of M&M’s, one can find many souvenirs and products, almost everything somehow connected to England and London. I was very amazed and surprised how many different things you can buy. I took many pictures from all kinds of things, everything was so colourful, I loved it!! After a while I got into a chat with one of the workers. She told me a lot about the M&M‘s World Stores and I actually found out that they barely do any marketing. I was surprised; I thought they would spend much money and work on advertisement and promotion. But instead, they are using the power of word of mouth. She asked me how many pictures I took with my camera and I told her maybe around 20. So she smiled at my and said that she assumes I would put them online so my friends will

see them. I affirmed and understood that this is how they promote and marketing their store – by let other people talk about it, spread pictures and videos. And yes, I am sure some of my friends who saw my pictures taken in the store want to go the M&M’s World Store when they go to London because it is cool to say “HEY I HAVE BEEN TO THE M&M’S WORLD STORE ALREADY!” I personally like this kind of promotion. When it comes to the project that was involved in, WOM could look something like this: The student housing has to create a special and unique feature that is only available there. This can be an event or a special offering which could be the concept of a student hotel. The important part is, that people that have experienced this feature already will be talking about that, for example by sharing pictures and videos with their friends online. Once people start talking about it, some might want to have or experience it too.

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Work field

orientation

For the work field orientation I decided to go the Creative Amsterdam 2011 event. I visited two interesting student sessions which I will present to you now.

most of the times and that you have to know people very well before making statements on political issues.

Creativity in China

Social Storytelling

Kamworks. The first session was held by Marc van der Chijs and Jorg van den Hoven. They have companies in Campodia and China. One of these companies is Kamworks a leading energy company that produces and sells solar home systems. The young entrepreneurs also told that they offer internships for international students. These students are able to work on their own project which they call „student products“. These are for example solar televisions and moonlights. Kamworks is result-oriented, eager to grow and competing with other similiar companies.

The Sochi Project. The second session was held by Ron Hornstra, Thomas Erdbrink and Ilse van Velzen. They introduced the Sochi Project. It is about travelling in Russia and especially about the city Sochi where the Winter Olympics will be held in 2014. With publishing a book and having exhibitions they want to give a real view of the area where the Olympics will take place. The Russian Government does not show the real side of Sochi. Hornstra told that it is a five year project an that every project starts with the idea of telling a story. He added that you do not need a publisher or a distributer thanks to the Internet. They are the only ones who decide to publish and to bring out their story. According to Hornstra they have „complete freedom“ and they only have to care about the product. Traditional media has been used to get followers, nowadays they interact on social media.

Ask4Me Group. The other company that they introduced is the product design Ask4Me Group located in China. They help other companies to design and realise unique products in China‘s mass-oriented production market. Focusing on innovative design and solid engineering, they communicate the concept to the Chinese manifacturers. Van der Chijs and Van den Hoven further explain their experience working in China and with Chinese. In China, they say, it is all about the form of a product and most of the times the client does not really tell precisely what they want. Often this makes it hard because there is a lot of space left for own interpretation. Further the entrepreneurs explain that as a foreigner in China you only make business friends

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Guest

lecture

During the international week 2011 I went to see guest lecturer Jimini Hignett. The lecture that took place on April 20 was called „Making Art When Everything Is All F*cked Up“ and I have to admit I was surprised to see the F-word in the titel of one of the lectures. So I was curious to meet Jimini Hignett because I was sure that she would be an interesting woman and secondly, since I like art I found it especially interesting! So I expected to hear an interesting story, to find out what Hignett means with „everything all f*cked up“ and how it is connected to art. Hignett introduced herself as a person that has worked in media for many years. She told about her latest project which stands under the motto Detroit. Hignett went to Detroit for ten days in 2009 where she was determined to give something back what was left behind in the city. In collaboration with two other authors, she wrote a book about her journey, „The Detroit Diary“ (text and own fotage). Hignett told that the situation in Detroit is very bad and that people are desperately trying to survive. She also showed us some of the pictures she took in Detroit. Some of them really looked disturbing. All in all, the guest lecture was very interesting. I really liked the artistic idea how Hignett brought Detroit‘s bad situation other people‘s attention by writing this book. During the lecture I did not exactly find out what she meant with the title but she left us thinking about it. Probably this is what she wanted us to do. I think she means that even if there is no hope, art can find a way to make the best out of the worst situation. http://howtogoon.com/

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Reference

list

http://www.glossybox.co.uk/ http://www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem/ http://en.wikipedia.org/wiki/Crossmedia http://en.wikipedia.org/wiki/How_I_Met_Your_Mother http://www.slideshare.net/boardofinnovation/how-to-kickstart-yourcocreation-platform-20-examples http://mystarbucksidea.force.com/ http://www.temporalbrand.com/publications/articles-150606.shtml http://ws.elance.com/file/Best_co-marketing_examples.pdf?crypted=Y3R4JTNEcG9ydGZvbGlvJTI2ZmlkJTNEMzM4NzI4ODElMjZyaWQlM0QtMSUyNn http://convergenceishere.weebly.com/sherlock-holmes.html http://howtogoon.com/ All pictures used in this document that I do not own I found on Google search. I only used them for this document without commercial intensions.

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BOK 2 Creative Industry Inhci