Op weg naar connectie met de eindgebruiker ...

Fanship, Conversie en Waarde

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

Jouw digitale strategie

Internet landschap
Internet Facts
! ! ! ! ! ! ! !
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

Social Media Facts

! In 2012, 63.2% of internet users

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.! 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.!

! The US is still by far the leader in

Mobile Facts
! Out of the 5 billion mobile phone ! More than 91.4 million
users in the world, 1.08 billion are smartphone users! smartphones users are from the U.S! has the highest market share of 46.9%! their smart phones throughout the day!

! Smartphone platform Android

! There are 1.43 billion social

! 89% of smartphone users use ! 92% of smartphone users use

network users in 2012, a 19.2% increase over 2011

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.

their smartphone to send text messages to other phones. Whereas, 84% of users use their smartphones for browsing the internet! highest smartphone penetration rate of 62%! and 43% of Apple iPhone users are younger than 34 Years.! male and 47% are female!

! The age group of 25-34 has the ! 50% of Android Smartphones ! 53% of smartphone users are ! 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! most popular data usage activity for smartphone users! smartphone penetration rate in world, which is 54%

! Downloading applications is the ! Singapore has the highest

(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

Silos op het internet

LinkedIn

Twitter

Website aanverwanten

Website

Facebook App

YouTube

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
.....

Google+

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

Orde en structuur

Website

Facebook

Twitter

Google+

Youtube

Website aanverwanten

App

Connectie is de heilige graal

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

Databases van derden !

! ! !

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

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

P)

RP (T ing) en el w trouw ou , ver rtr iend Ve (vr

ac

,s

t(

Push ! (6x EBITDA)

GR pr ek P /

,c

on

XR

ta ct

Pull ! (50x EBITDA)

en

nt

Co

or en

Waardemodel
content - connection - currency

,z

ien

(h

Relatie (CRP)
(relatie, kennis, bekende)

Velen

Connectie ! (20x EBITDA)

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

Framework

Categorie
Meer

Rating Bereik Ervaring

Minder

Horen, Zien

GRP

Spreken, Contact

XRP

Volume

Connectie, Kennis, Bekende

Relatie

CRP

Waarde

Vriend, Vertrouweling
Minder
EBITDA multipliers: 1 | 6 | 20 | 50

Vertrouwen

TRP
Meer
Tarieven: 1 GRP = 0,30 | 1 XRP = 3,00 | 1 CRP = 6,00 | 1 TRP = 20,00 (in Euros)

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

ALICI

APPARATEN

LANDSCHAP

INHOUD

CONNECTIE

INFORMATIE

PC Labtop Smartphone Tablet Phablet TV Console Objecten

Domein Facebook Google+ Twitter LinkedIn YouTube Soundcloud

Tekst Afbeelding Audio Video

Individuen Groepen Bedrijven Organisaties Merken Verenigingen Clubs

Gestructureerd Semi-gestructureerd Ongestructureerd

Gestructureerd Semi-gestructureerd Ongestructureerd

Individuen Groepen Bedrijven Organisaties Merken Verenigingen Clubs

Tekst Afbeelding Audio Video

Domein Facebook Google+ Twitter LinkedIn YouTube Soundcloud

PC Labtop Smartphone Tablet Phablet TV Console Objecten

INFORMATIE

CONNECTIE

INHOUD

LANDSCHAP

APPARATEN

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

Speelveld

Gehele speelveld is internet Eigen domein Eigen sociale netwerken

Derden domein + sociale netwerken

Wordt in z!n geheel gendexeerd 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 of fan centraal

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

Landschap ...

*Graphic by Brian Solis & Jess3

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

Ecosysteem

Eigen domein

Interface

Push & Pull

Apparaten Tijd Locatie
*Graphic by Fred Cavazza

Gebruikers zijn leidend

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

Benvloeders
less

High! Influencial

Database
less most most

Social
less

Web
Less! Influencial

Medium! Influencial

= influencer
less

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

Monitoring

Content

Connections

Activity

Dialogue

Consumption

Revenue

Value

Optimization

Promotion

Customer

Community

Monetization

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

Overlap Enhanced Segmentation Cross Community

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?

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

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

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

Internal
What is the output of your team? Hows your team performing?

! ! ! ! ! ! ! !

Followers Fans Connections Mentions Reach Bookmarks Inbound links Subscribers

! ! ! ! ! ! ! ! ! ! ! !

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

! ! ! ! ! ! ! ! ! ! ! ! ! ! !

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

! ! ! ! !

Conversation Net Promoter Satisfaction Sentiment Evangelists

! ! ! ! ! ! ! ! ! ! !

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

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.).

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

Profit Center - P&L

! ! ! ! !

Van kostenpost naar profit center 12 / 24 / 36 termijn Opbrengsten / kosten bepalen Budget verantwoordelijke Aparte unit, entiteit of kostenplaats
(c) 2013 Denis Doeland | All Rights Reserved | contact: denis.doeland@ddmca.com

Van CRM naar CRP

INTERFACES: WEB, APP, SOCIAL

OPERATIONS
SERVICES

& OPEN API (LOCATIES)

COMMERCE
SALES

PRESENCE
REACH

MARKETING
ENGAGEMENT

SERVICE
CUSTOMER CARE

PSP FF HP

sCRM IM/SSO

CMS AMS

sCRM IM/SSO

CMS AMS

sCRM IM/SSO

Shop ERP

sCRM IM/SSO

DAM STATISTISCS

& TRENDS

SOA

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

Project

Commiteren

Optimalisatie

Formatie

Implementatie

Middelen

Kick-off

*Graphic inspired by R. ten Hoope

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

Wat nu te doen ...

! ! ! ! !

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

Aanpak & Roadmap

1 Fase 1 2 Fase 2 3 Fase 3

OKTOBER

NOVEMBER

DECEMBER

JANUARI

Q1-14

Q2-14

STRATEGIE
Netwerken, Functie & Inzet Business- & Waarde-modellen KPIs & Benchmarking Beleid: Organisatie & ICT

PLAN VAN AANPAK

CHECK HUIDIGE ROUTE STRATEGIE & ADVIES FASE 2

2-WEKELIJKSE SESSIES & MAANDELIJKSE SESSIES

RAPPORTAGE & CENTRALISATIE

Configuratie Data-koppeling, Acquisitie & Opslag Rapportage: Inzicht & Sturing

OPR: OSR: RBR:

ONLINE PRESTATIE RAPPORTAGE ONLINE SALES RAPPORTAGE

BPR: CDR: ROE:

BRANDED PROMOTION RAPPORTAGE COMMUNITY DEMOGRAPHICS RAPPORTAGE RETURN ON ENGAGEMENT RAPPORTAGE

UITBREIDINGEN EN VERFIJNINGEN
AANGESTUURD DOOR STUURGROEP
2 3

REPUTATION (RANKINGZ) BENCHMARK 2 RAPPORTAGE

BVR :

BRAND VALUE RAPPORTAGE

OPTIMALISATIE
ICT-Systemen / Partners Organisatie & Uitvoering
Vervanging & Migratie Uitbreiding & Data-acquisitie
SSO
INVENTARISATIE
1 2

DATA OPSCHONING DATA MAPPING & MIGRATIE INTEGRATIE, SITES, SHOP & CMS/DAM/CRM

& MIGRATIE TRAJECT + REALISATIE NIEUWE INTERFACES + NIEUWE ITERATIES

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

Vragen, opmerkingen of contact ...

Denis Doeland 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
Management, Consultancy & Advies !

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