Post on 21-Jan-2015
description
Marketing in the online era
two hours, two stories and one geek-experiment ;)
@ritzotencate - deondernemers.nl28th March 2011
Marketing Associatie Rijksuniversiteit Groningen
maandag 28 maart 2011
onsboek.nl
maandag 28 maart 2011
maandag 28 maart 2011
maandag 28 maart 2011
maandag 28 maart 2011
• craftsmen• fine
products• face-to-face• word-of-
mouth promotion
• circles of trust
maandag 28 maart 2011• Once upon a time the world was quiet and peaceful.• Goods were good and they were traded at what we know as traditional markets.• Goods were manufactured by craftsmen.• And marketing was mainly about direct contact with your customer. Asking, manufacturing, and word-of-mouth promotion. Branding was a minor
thing.
• factories• mass-production• cheap products• supply-oriented
maandag 28 maart 2011• Then at a certain time (round 1800) we invented steam engine technology and the industrial revolution was a fact (1800+).• Products were being produced in factories and mass-production was a fact.• Producing became cheaper and less customized - to say the least - T-ford 1908
• Kotler• modelling• segmentation• research• advertising / fooling the
customermaandag 28 maart 2011
• And selling, advertising and early forms of branding became more and more important. Coca Cola.• And a few years later (1970’s) the Kotler-guy came along and started publishing on marketing (with a few others) and marketing was invented.• Marketing in these times was all about good modelling, segmentation, targetting, positioning, doing research, smart pricing and advertising.• Everything what the marketeer came up with, could be sold.
maandag 28 maart 2011• And then the internet and the iPhone were invented.• People started started Twittering, blogging, using Facebook, sharing things: pictures, movies, reviews and whatever.
maandag 28 maart 2011• And then the internet and the iPhone were invented.• People started started Twittering, blogging, using Facebook, sharing things: pictures, movies, reviews and whatever.
maandag 28 maart 2011• And then the internet and the iPhone were invented.• People started started Twittering, blogging, using Facebook, sharing things: pictures, movies, reviews and whatever.
maandag 28 maart 2011
maandag 28 maart 2011
maandag 28 maart 2011
• lot’s of kings and queens
• you can’t fool them!
maandag 28 maart 2011• Customers became more critical - expecting the very best and being treated as a king or queen. Customers became resistent to
advertising.• And lot’s of the traditional-marketing-thought didn’t work anymore.
no-marketingmodern
marketinghyper-modern
marketing
post-modernmarketing
social & groundswellletting loose
hyper-local & microBig Big Brother
less
more
maandag 28 maart 2011Two schools:
1. Post-modern marketing which is kind of fed up with the traditional marketing. Social marketing. Groundswell-thinking. Grass-roots development. Good vibe. Seth Godin.
2. Hyper-modern marketing, which is kind of exaggerating traditional marketing. Hyper-local. Mega-micro. Big brotherish.
two hours, two stories and one geek-
experiment ;)maandag 28 maart 2011
maandag 28 maart 2011
maandag 28 maart 2011
susanne heeft uiteraard een site
maandag 28 maart 2011
foto’s - kijkje in de keuken
maandag 28 maart 2011
ze twittert als een gek. ze had op’t moment dat ik deze slide maakte 1641 followers. daar deelt ze van alles en nogwat mee en stelt ze vragen
maandag 28 maart 2011
bloggen om te vragen - niet alleen om te zenden
idol / you
true fans
fans
likers
rest of the world
maandag 28 maart 2011
- vooral veel aandacht voor je true fans, die hards, inner circle- samen met hen: heen én terug. laat ze meebouwen aan je ‘product’- laat hen jouw verhaal doorvertellen aan hun achterban - in hun eigen woorden- geen longshots
maandag 28 maart 2011
Case Wibi Soerjadi
maandag 28 maart 2011
an example of an ‘ordinary product’ - the Dyson Vacuum cleaner
•hardly no targetting / segmentation
•instead: make cool music / being cool
•embrace your fans
•let it go
•embrace more fans
maandag 28 maart 2011
Questions?
maandag 28 maart 2011
maandag 28 maart 2011
After the short break we will do a second story. Foursquare plays an important role in that one. Please install it on your smartphone and create an account... :)
maandag 28 maart 2011
maandag 28 maart 2011
You can earn points - which is great fun but pretty useless..
maandag 28 maart 2011
You can play a game - which is great fun but pretty useless.. ;)
maandag 28 maart 2011
You can earn badges - which is great fun but pretty useless..
maandag 28 maart 2011
You can earn mayorships - which is great fun but in many cases still pretty useless..
maandag 28 maart 2011
you can find out where your friends are
maandag 28 maart 2011
you can read tips..
maandag 28 maart 2011
explore a city... by tips from your friends or people in general
maandag 28 maart 2011
maandag 28 maart 2011
Foursquare for business
maandag 28 maart 2011
maandag 28 maart 2011
we’re doing a Foursquare -hour at Ome Kodrinks € 1,-
Welcome to De Poelestraat
maandag 28 maart 2011
Show your Poelestraat Badge at Chu Chu’sand get a main dish for free! *
Welcome to De 9e Cirkel
maandag 28 maart 2011
You just checked in into a Heineken bar. Welcome!
You just earned your first 10 e’sYou can use e’s to visit concerts and festivals!
Enjoy!
maandag 28 maart 2011
We just released our new Wilson gear.Ask for Martijn. He’s our specialist!
You’re tennisplayer, right?
maandag 28 maart 2011
Check in at Hema XL Herestraatand find yourself a fine umbrella 50% off!
Whoops. Did it just start raining?
maandag 28 maart 2011
It’s been a while since your last visit. Was there anything with our service?Please let me know. Anja. anja@v-d.nl
Welcome back at V&D!
maandag 28 maart 2011
Why don’t you buy her some fine chocolatesat our sweets department?
You seem to have a new girlfriend
maandag 28 maart 2011
hyper-local
mega-micro
(Big Big Brother)
super-pleasing
maandag 28 maart 2011
But...
maandag 28 maart 2011
maandag 28 maart 2011
in the Netherlands there are just about 10.000 Foursquare users - which is not quite much..
more than 4m FB-users in NL!(and rising fast)
more than 60% mobile(and rising fast)
September ’11 1.000.000FB-places users in NL?
maandag 28 maart 2011
Facebook Places - the real thing :)
profitbird.nl/student@profitbird
maandag 28 maart 2011
Please visit www.profitbird.nl/student or follow us on twitter.
14.00 Grote Markt@4sq050
maandag 28 maart 2011
ritzo@deondernemers.nl
@ritzotencate06 519 10 598
deondernemers.nl
maandag 28 maart 2011