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Jouw digitale strategie

Op weg naar connectie met de eindgebruiker ... Fanship, Conversie en Waarde (c) 2013 DDMCA/Denis Doeland | All rights reserved | contact: denis.doeland@ddmca.com


Begrijpen ... van het internet ... (c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com


Internet landschap Internet Facts

Social Media Facts

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ In 2012, 63.2% of internet users

Africa - 167 million Asia - 1,076 million Europe - 518 million Middle East - 90 million North America - 273,067,546 Latin America - 235,819,740 Oceania / Australia - 23,927,457 WORLD TOTAL - 2,267,233,742

Internet facts

will visit a social network at least once a month, rising to 67.6% in 2013 and 70.7% in 2014. At those user rates, one out of every five people in the world will use a social network this year, and one in every four will do so in 2014.

✓ The US is still by far the leader in Facebook users with 141.2 million in 2012, although that base is growing the slowest among key countries. India will have the second largest Facebook population, with 68.1 million users this year, followed by Indonesia (49.1 million) and Brazil (45.4 million). Mexico will be the fifth largest, with 25.6 million users.

Mobile Facts ✓ Out of the 5 billion mobile phone

users in the world, 1.08 billion are smartphone users

✓ More than 91.4 million

smartphones users are from the U.S

✓ Smartphone platform Android

has the highest market share of 46.9%

✓ There are 1.43 billion social

network users in 2012, a 19.2% increase over 2011

✓ 89% of smartphone users use their smart phones throughout the day

✓ 92% of smartphone users use

their smartphone to send text messages to other phones. Whereas, 84% of users use their smartphones for browsing the internet

✓ The age group of 25-34 has the

highest smartphone penetration rate of 62%

✓ 50% of Android Smartphones

and 43% of Apple iPhone users are younger than 34 Years.

✓ 53% of smartphone users are male and 47% are female

✓ Android Smartphone owners

consume the highest amount of data at 582 Mbs a month, while iPhone owners on consume 492 Mbs of data a month on average

Summary Various Facts ✓ < 52% of the internet users are ✓ ✓ ✓ ✓

using Social Media < 47% of the internet users has a smartphone 32.7% of the world population has access to the internet, 61.3% of the Europeans has access to the internet Africa, Middle East and Latin America are the fastest growing markets Forrester Research forecasts 50% Internet Penetration and 3,500 million Internet users in the world for year 2017.

✓ Downloading applications is the

most popular data usage activity for smartphone users

✓ Singapore has the highest

smartphone penetration rate in world, which is 54%

(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com


Internet landschap

✓ ✓ ✓ ✓ ✓

‘Long tail’ van netwerken 250 a 300 netwerken Verschillende segmenten/functies Geografisch bepaald Aanwezigheid vereist (c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com


Ecosysteem ...

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Constatering ...

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Siloâ&#x20AC;&#x2122;s ...

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Ook siloâ&#x20AC;&#x2122;s op het internet ... (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Silo’s op het internet

LinkedIn

Twitter

Website aanverwanten

Website

Facebook App

YouTube

Google+

‘Er bestaat geen relatie tussen de verschillende databases binnen het internet’ ‘Er is niemand die goed inzicht heeft en dagelijks het internet overziet of inzet’

Databases van derden ✓ .....

✓ ✓

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d. Andere diensten en netwerken

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Oplossing ...

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Orde en structuur

Website

Facebook

Twitter

‘Connectie is de heilige graal’

Google+

Website aanverwanten

Youtube

App

Databases van derden

‘Single Sign On zorgt er voor dat alle data van fans kan verwerken’

✓ ✓ ✓

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d. Andere bronnen

‘bedrijfswaarde’

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Waarom? (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Waarom? Eindgebruikers willen graag gezien en gehoord worden. Dialoog is hierbij het toverwoord. De eindgebruiker wil als ‘koning’ behandeld worden. Het maken van de daadwerkelijke connectie en het ‘praten’ met de eindgebruiker is hetgeen waar het over gaat. De ontwikkeling van het internet en (mobiele) apparaten resulteert in veranderend gedrag en invloed van de doelgroep ten aanzien van bewustzijn en voorkeur. De verregaande digitalisering en de distributie van content heeft een revolutie tot stand gebracht met daaraan (nieuw) gekoppelde business- en waardemodellen.

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


(G en

,z

ien ,s

ac t Co (h or nt

Waardemodel content - connection - currency

) RP (T ling) en we w rou ou vert rtr nd, Ve (vrie

Push (6x EBITDA)

1

Jij

pr RP ek en /X ,c R on P ta ) ct )

Jij

Pull (50x EBITDA)

Relatie (CRP) (relatie, kennis, bekende)

X

Velen

Connectie (20x EBITDA)

X

Velen (c) 2013 Denis Doeland in samenwerking met Igor Milder | Alle rechten voorbehouden | contact: denis.doeland@ddmca.com


Ecosysteem Bedrijfswaarde Framework

Categorie Meer

Volume

Rating Minder

Horen, Zien

Bereik

GRP

Spreken, Contact

Ervaring

XRP

Connectie, Kennis, Bekende

Vriend, Vertrouweling

Relatie

CRP

Vertrouwen

TRP

Minder

Waarde

Meer EBITDA multipliers: 1 | 6 | 20 | 50

Tarieven: 1 GRP = 0,30 | 1 XRP = 3,00 | 1 CRP = 6,00 | 1 TRP = 20,00 (in Euroâ&#x20AC;&#x2122;s)

(c) 2013 Denis Doeland in samenwerking met Igor Milder | Alle rechten voorbehouden | contact: denis.doeland@ddmca.com


Hoe?

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Internet kent 3 pijlers ... (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Internetstrategie 3 pijlers

✓ Speelveld ✓ Vindbaarheid ✓ Waarde (c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com


Speelveld

Gehele speelveld is internet Eigen domein

Eigen sociale netwerken

Derden domein + sociale netwerken

Wordt in zijn geheel ge誰ndexeerd door zoekmachines

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Disciplines

Gehele speelveld is internet

Marketing

Creatie

Communicatie

Verkoop

Research

Klant centraal

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Wat?

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Ecosysteem

Eigen domein

Interface

Push & Pull Apparaten Tijd Locatie

Gebruikers zijn leidend *Graphic by Fred Cavazza

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En verder?

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Leer de eindgebruiker kennen ... Welke eindgebruiker heeft er invloed in het netwerk ...

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Beinvloeders less

High Influencial

Social

Database less

most most

Web

less

Medium Influencial

Less Influencial

= influencer less

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Wat?

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Verandering ...

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Meten = Weten ... Business Intelligence is heilig ... (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Monitoring

Content

Connections

Activity

Dialogue

Consumption

Revenue

Value

Optimization

Promotion

Customer

Impact Topics (buzz) Related third parties Competitor(s) Event(s) Industries Related topics Activity

Follower(s) Active Fan(s) Consumer(s) Customer(s) Influencer(s) Business Value Segmentation

Community

Overlap Enhanced Segmentation Cross Community

Monetization

Network value Customer value Community value Upsell/Cross-sell New business models

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Prestatie-factoren vaststellen (KPI)

Distribution What channels are you using? How can people reach you? Are you visible?

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Followers Fans Connections Mentions Reach Bookmarks Inbound links Subscribers

Interaction How likely are followers going to engage? Is your message spread around? Do your fans and followers interact with each other?

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Retweets Forwarding Sharing Comments Like or Rate Reviews Contributors Page views Unique visitors Traffic generated Time on site Response time

A performance indicator or key performance indicator (KPI) is an industry jargon for a type of performance measurement. KPIs are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged. Sometimes success is defined in terms of making progress toward strategic goals, but often, success is simply the repeated achievement of some level of operational goal (for example, zero defects, 10/10 customer satisfaction, etc.).

Influence

Performance

How does sentiment change due to the activities? Are your fans and followers satisfied about brand, service or product?

How many sales and results do you get? What will be the cost of specific interaction?

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Sales revenue Registered users Issues resolved Resolution rate Number of leads Cost of lead Conversion rate Cost of sale Revenue Lifetime value Support cost Share of repeat Transaction value Money in the bank Net profit, etc

✓ ✓ ✓ ✓ ✓

Internal What is the output of your team? How’s your team performing?

Conversation Net Promoter Satisfaction Sentiment Evangelists

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Posts E-books Presentations Videos Photos Updates Tweets Forum posts Marketing budget Staff payroll Development costs

Because of the need to develop a good understanding of what is important, performance indicator selection is often closely associated with the use of various techniques to assess the present state of the business, and its key activities. These assessments often lead to the identification of potential improvements; and as a consequence, performance indicators are routinely associated with ‘performance improvement’ initiatives.

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Organisatie opnieuw inrichten ... (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Organisatie

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Organisatie

Releaseschema is leidend 1

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1

2

3

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RELEASE

WAT WANNEER WIE WAAR

1 jaar

‘relevantie - consistentie - discipline’ ✓ timing ✓ stakeholders ✓ umfeld 100

10K

‘benchmark ieder moment’ ✓ begin ✓ tussentijds ✓ doelstellingsmoment 100K

‘Vrienden maken om vrienden te krijgen’ (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Profit & Loss ... (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Samengevat ...

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Online Reputatie 5 aspecten belangrijk

✓ ✓ ✓ ✓ ✓

Website Zoekmachines Blogs / Fora Social Media Content (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Voor onderweg ... 10 handvaten

✓ Internet-strategie omvat gehele online domein en gehele organisatie ✓ Apparaat, platform, locatie en tijd onafhankelijk ✓ ‘Content = King = Data’ principe ✓ Push & Pull (techniek en content) ✓ ‘Relevantie = Consistentie = Discipline’ principe ✓ Vrienden maken om vrienden te krijgen ✓ Business Intelligence is heilig, connected is ‘key’ ✓ Real Time - 24/7/365 ✓ Juiste mensen op de juiste plek ✓ Digital Profit Center

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Wat nu te doen ...

✓ ✓ ✓ ✓

Bedrijfstrategie Internetstrategie Contentstrategie Releasestrategie (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Dus ...

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Doelen en doelstellingen vaststellen ... (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


â&#x20AC;˘ â&#x20AC;˘

Een doel is in algemene termen het resultaat dat je daadwerkelijk nastreeft. Voorbeeld: we willen dat het verkeer veilig is. Een doelstelling is het stellen van een meetbare norm die nagestreefd kan worden door voorschriften, controles, etc. Voorbeeld: In deze straat mag je maximaal 50 km per uur rijden (deze doelstelling streeft het eerder vermelde doel van veiligheid na).

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Connected Relation Platform ... (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


ENTERPRISE STRUCTURE ‘CONNECTED RELATION PLATFORM’

Interfaces: Web, App, Social & Open API (locaties) Operations

Presence

Marketing

Commerce

Service

SERVICES

REACH

ENGAGEMENT

SALES

CUSTOMER CARE

PSP FF

HP

sCRM

CMS

sCRM

CMS

sCRM

Shop

sCRM

IM/SSO

AMS

IM/SSO

AMS

IM/SSO

ERP

IM/SSO

DAM Statistiscs & Trends SOA

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Resume ...

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Wat nu te doen ...

✓ ✓ ✓ ✓ ✓

Landschap ordenen Website(s) inrichten Content maken Connectie maken Data koppelen (c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com


Vragen, opmerkingen of contact ...

Denis Doeland Management, Consultancy & Advies

P: +31 20 4272880 M: +31 6 13520250 E: denis.doeland@ddmca.com L: linkedin.com/in/denisdoeland T: @denisdoeland W: denisdoeland.com W: ddmca.com

(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com

Jouw digitale strategie  

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