Post on 20-Jan-2015
description
Jeroen M. Verdonk, Marketing Manager, Dell
5
6
EVERY SECOND…
4 BABIES ARE BORN
>4 NEW BROADBANDSUBSCRIBERS
2 NEW BLOGSCREATED
1.4 MILLION SPAM E-MAILS
3.6MOBILE PHONESSOLD
>8 PCs SOLD
10 MINUTES OF VIDEO UPLOADED TO YOUTUBE
2,970GOOGLE SEARCHES
>1 NEW DOMAINREGISTERED
>5 PEOPLE LOG ON FOR THE 1st TIME
11,574TEXT MESSAGES
8 EUROPEANS VISIT AN ONLINE DATING SITE
56 MILLION READERS DAILY
MEET XU JING LEI
MESSENGERMESSENGER
YOUTUBEYOUTUBE
SKYPESKYPE
DIGITALDIGITAL
EMAILEMAIL
TVTV
PHONEPHONE
CDCD
CHANGING GENERATIONS
COMMUNICATING
33%CONTENT
47%COMMERCE
15%
SEARCH
5%
Source: OPA and Nielsen/NetRatings, May 2007
THEIR DOMAIN
SHARE
ENGAGEENGAGEEVANGELIZEEVANGELIZE
TORRENTS
VIDEOMUSIC
PHOTOS
MIX
MASH
DECONSTRUCTDECONSTRUCTPERSONALIZEPERSONALIZERECONSTRUCTRECONSTRUCTBLOG
TAG
RSS
DEL.ICIO.US
MAPS
NETWORK
WIKI
COMMUNITY
THEIR MOTIVATION
THEIR INFLUENCE
Business New Website
Celebrity Endorsements
Family/Friends
Videocast
Social Networking Sites
Ketchum & USC Annenberg Strategic Public Relations Center, Dec-06
NE
W M
ED
IAW
OR
D-O
FM
OU
TH
WE
B S
ITE
S
Age 18-34 Age 35+
Source: eMarketer 2008
66US ADULTS REGULARLY GIVE
ONLINE ADVICE ABOUT PRODUCTS OR SERVICES
THEIR INFLUENCER
MILLION
THE TRADITIONAL MARKETING MODEL IS BEING CHALLENGED... CMOs FORESEE A DAY WHEN IT WILL NO LONGER WORK.
MCKINSEY QUARTERLY, 2005, NUMBER 2
21Source: Maritz Dialogue Marketing Group, March 2007
NETWORK EFFECT
5PRINCIPLES OF PRINCIPLES OF MARKETING IN THE MARKETING IN THE CONNECTED AGECONNECTED AGE
1EVERYTHING EVERYTHING ONLINE, ONLINE,
REAL-TIMEREAL-TIME
DIGITAL DNA
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FEMALEPREFERS
TECHNO MUSIC
SEARCHING FOR STUDIO APARTMENT
REALITY TV ADDICT
SPENDS 46 MINUTES A DAY ON HYVES
ELLE MAGAZINE SUBSCRIBER
LIVES IN THE CITY
BUYS CLOTHES ONLINEBUT NOT SHOES
OFFLINE ONLINE
HOOKED ON GREY’S ANATOMY
THE FUTURE OF SEARCH
80% of mobile
customersonline
201187% of mobile
customers not online
2007
THE FUTURE OF SEARCH
2LOCATION LOCATION LOCATIONLOCATIONLOCATIONLOCATION
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BRAND TAGS
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aspartame bad bad coke black
breakfast cancer cocaine coke
crack diet drink fake female fizzy good
gross half ass nasty piss poison
soda suck tasty trendy women
yuck yum
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Limerick, IE
GOOGLE : GLOBAL, BUT VERY LOCAL
Amsterdam, NL
3MARKET MARKET TO AN TO AN
AUDIENCE AUDIENCE OF OF ONEONE
TO THEIR LIFESTYLES…
TO THEIR PERSONALITIES…
35
TO THEIR NEEDS…
36
TO THEIR CAUSES…
37
TO THEIR FUNDAMENTALS…
38
www.regeneration.org
4DON’T DON’T
TRANSMITTRANSMIT
PARTICIPATEPARTICIPATE
RANK RANK CONSUMER CONSUMER
RECOMMENDATIONS RECOMMENDATIONS AS THE AS THE
MOST MOST CREDIBLE CREDIBLE
FORM OF FORM OF ADVERTISING.ADVERTISING.
-NIELSEN
AWARDS & RATINGS
41
FROM EXPERTS…
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…AND CUSTOMERS.
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WWhat is the online community saying about you?
ONLY 11.4% OF THE
FORTUNE 500 IS BLOGGING
5LISTEN
FORUMSBLOGS IDEAS
VIDEOS RSS FEEDS OTHERS
NINE OBSERVATIONS
• Listen, actively. Know that look, but don’t touch is not a successful strategy.
• Think like a customer (again!)
• Understand that social media tools enable real conversations and empower customers.
• When negative issues arise, deal with them head-on as quickly as possible.
• Enter the conversation! Ideasourcing allows the customer to walk your hallways every day. Become their advocate!
NINE OBSERVATIONS
• When one billion new people enter a market in 4-5 years, they change it… get ready for change!
• Never underestimate the value of a sincere “I’m sorry…” or a “thank you” with no strings attached.
• Don’t try to bury the negatives. You can’t.• Remember that real conversations are two-way.
Answer the tough questions, and do so with honesty and transparency
THANK YOU!
CONTACT DETAILS:www.dell.nl/conversationslinkedin.com/in/jeroenverdonkjeroen_verdonk@dell.com