Post on 29-Oct-2014
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JEROEN VAN DER SCHENKJEROEN VAN DER SCHENK
ROBERT DAVERSCHOT MHMROBERT DAVERSCHOT MHM
Four non-residential
Convention Centres
Maarssen & Utrecht
“Seats2meet.co
m, the Easyjet
among the
Dutch meeting &
convention
centres.”
Vincent Evers
Internet
Trendwatcher
WEB2.0 E-Communication &
E-commerce Platformen
“Trendwatching,
Trendslation,
Knowledge creation”
SOCIAL NETWORK
• Z.Z.P.
• New Leaders
• Management Supporters
“De site van de toekomst, maar gelukkig nu al beschikbaar!”
Francine ten Hoedt
Hoofdredacteur Expertise
WEB2.0?
“Webbased communication, intelligence & transaction platforms:
Easy accessible, open source. Content is dynamic and re-usable.
Peers meet and are connected. By using available information, they co-create new knowledge and value.
- Technology is just an enabler -
Ronald van den Hoff
Trend I:
Consumers become transumers
The transumer is on the move. Snap
decisions on where to go and what to do.
Low cost carriers make travel affordable for
everybody. Reliable and tailor made
information needed “on the spot”.
Experience local hotspots to make the stay
worth while … Time is precious!
Work-life balance re-discovered, easy
interexchangeable.
Trend I
Consumers become transumers
Easy, Mobile, Flexible
Mash Up: 1+1=3
Trend I:
Consumers become transumers
3D Mash up:
Microsoft Photosynth
Trend I:
Consumers become transumers
And there is Tom-Tom, Pod city guide,
I-Phone, and there is …
The “transumer” moves on, even
speaking Chinese!
Trend I:
Consumers become transumers
• Dine with locals• Stay with locals• Talk with locals
Or dine in “impossible to reserve ”
restaurants …
Trend II:
Networked individualism
The rise of new social networks. A
replacement for the tribes that we want to
belong to: individual collectivism.
The “avatar”, Sanskrit for “the deliberate
descent of an immortal being into the
mortal realm for a special purpose”.
The avatar, the online virtual identity, is
used to move around in virtual worlds and
new social networks.
Trend II:
Networked individualism
Networks:
Social Hyves
Business Xing, Facebook, Myspace
Game World of Warcraft
Hybride Second Life, Hipihi
Trend II:
Networked individualism
Better being a “fast second” like the ING
with “Our Virtual Holland”, than the first,
like ABN Amro, who learned the hard way
what 24/7 means …
Trend II:
Networked individualism
However, some companies or individuals
do make money.
A business concept that combines the real-
and the virtual world, seems to be more
successful, than concepts only relying on
the virtual market.
Money exchange, offering virtual tours for
avatars or make real oil painting of your
avatars are examples of money
generators.
Trend II:
Consumers become avatars
Co-create value with your customers
At 5 A.M
• Personalised blog notification
• Fris in je Hoofd! Dbase
At 10 A.M
• > 400 views
• > 10 high quality posts
Trend II:
Networked individualism
More and more companies see the
strengths of social networks and
instead of using general networks,
they start their own.
Trend II:
Networked individualism
Vorovo Island
Run the show online; Tribilization as entertainment. Networking in it’s optimal form: Virtual and physic contact moments!
Work- , Work- , Innovation-,Innovation-,Social-,Social-,Expert knowledge-, Expert knowledge-, Career Guidance-, Career Guidance-, Learning NetworksLearning Networks
Trend II:
Networked individualism
Companies replace vertically integrated
hierarchies as the dominant form of social
organization and instead make use of
social networks.
Network Archetypes:
• Hubs
• Pulsetakers
• Gatekeepers
*STEPHENSON
Trend III:
Communicative Self-steering
Experience economy and callosity of the
society [feelings]. Rules and laws in order
to regulate [ratio]. Feelings in a high-speed
economy have difficulties to settle in a
culture; bringing up emotions.
• Know and learn to name feelings
• Requiring a new way of learning
• Feelings able to settle in a culture
• Emotions flock away
Prof Dr Arnold Cornelis, Cultuurfilosoof
[1934-1999]
Trend III:
Communicative Self-steering
2005: According to the Edelman Trust Barometer, trust shifted from established institutions and authority to peers.
2006: "A person like me" was found to be the most credible spokesperson. This caused TIME Magazine to announce "You" as the "Person of the year 2006"
2007: A trend going on that authentic business are more trusted than traditional media and the government.
Trend III:
Communicative Self-steering
Even the most established industry of
banking is under attack, “peer-to-peer”
banking: people lending each other money
using the internet as bank platform
NO ESCAPE POSSIBLE! The world keeps
on changing fast. Trust is key and enabler
for ongoing innovation.
Trend III:
Communicative Self-steering
Reviewsites are an important source of
information for consumers. Postings are
done by “peers”, like-minded individuals,
making the opinions important for
prospective buyers …
@ Tripadvisor
@ Airline Meals
@ Meetingreviews.com
@ Garageselect.nl
Trend III:
Communicative Self-steering
As we saw, the consumer organizes
him/herself on the internet [or is being
helped to get organized].
@ Pairup.com
@ KLM China
@ Farecast.com
Trend III:
Communicative Self-steering
70.000.000 BLOGS ON THE WEB!
People tell stories of every company.
Especially people that are no longer
employed by a company. From Dell to
Meeting Masters!
Luckily negative blogs are countered by
other positive new media initiatives, like
online video recruitment.
Trend V:
Blue Ocean Companies
From bloody red to tranquil blue oceans
• Anticipate on new wishes of consumers
• Exploit the potential of [WEB2.0] internet
• New markets [niches]
• New value chain for all stakeholders.
• No competition
• Capable to transform cultural and/or
economical contradictions into
opportunities.
Trend V:
Blue Ocean Companies
No frills product services
ZARA COMPETITION
Operating Profit: 10% < 5%
Shop visits by consumer: 17 4
Unsold goods: 10% >20%
Rack rate sales: 85% 60%
Cycle: demand design production shop:
15 days ?monthssource: Harvard Business Review, November 2004
LOW-COST CARRIERS…
Ryan Air EasyJet
Passengers** 2004 : 30.000 24.000
2005: 33.000 30.000
2006: 35.000 33.000
Profit margin 20%-30% 5%-10%
Number of aircraft 91 109
** X 1000
Source: websites Ryan Air, Easy Jet, November 2006
Kim & Mauborgne
ELIMINATE
CREATEREDUCE
RAISE
Trend V:
Blue Ocean Companies
First class products and services in the
hospitality industry: Entire value chains
organised around internet platforms.
Trend V:
Blue Ocean Companies
Impact on traditional economic laws:
Long Tail Theory
[Anderson]
VS.
20/80 Rule
[Pareto]
Trend V:
Blue Ocean Companies
“Brands become lovemarks!*”
MYSTERY: great stories, past, present
and future together taps into dreams
myths and icons, inspiration
SENSUALITY: vision, sound, smell and
taste, touch
INTIMACY: empathy, commitment,
passion
*Saachi & Saachi
BRANDS:Low loveHigh respect
LOVEMARKS:HIGH loveHigh respect
PRODUCTS:Low loveLow respect
FADS:High loveLow respect
Trend V:
Blue Ocean Companies
In retail and also in hospitality, we see
guerilla stores; pop-up hotels, -campings, -
nightclubs. These venues go where the
action izzz …!
Trend V:
Blue Ocean Companies
Blue Ocean companies use co-branding as one of their marketing tools.
BRANDS:Low loveHigh respect
LOVEMARKS:HIGH loveHigh respect
PRODUCTS:Low loveLow respect
FADS:High loveLow respect
Trend V:
Blue Ocean Companies
Testimonial advertising thanks to user-
generated content (UGC): WEB2.0’s main
ingredient.
Dynamic content refreshed continuously by
its community: information becomes
infotainment.
There are …
Companies,That make things happen
Companies,That watch things happen
CompaniesThat wondered what happened …
Peter F. Drucker