Content, Community & Commerce - the why.
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![Page 1: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/1.jpg)
Content + Community => Commerce
Seminar by Comma Group.
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Welcome.
I will not introduce myself.* Nor Comma Group.
* But I’m not afraid of self promotion, so follow me on Twitter @vermeiretim
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I will tell you my story.
to explain who I am & to show the value of Comma Group.
![Page 4: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/4.jpg)
Because this story demonstrates that
“CMS” helps to change “marketing communication” because the world, the consumer
& consequently business and marketing changed.
![Page 5: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/5.jpg)
So this isn’t about me. And certainly not about Comma Group.
It’s about saving your business. It’s about your marketing authority.
And it’s about change.
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Why is this about change management?
Sales-driven Commerce Content & Community-driven
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Your Brand, the next media company.
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Why is this about change management?
Content, Community, Commerce Change Management
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CHANGE MANAGEMENT
Change Things. Change Technology.
Change CMS.
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Content Management Solution
How CMS helps in transforming marketing communication into a
content and community-driven approachthat positively impacts Commerce?
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Partner vendor talks later.
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First understand the “new marketing”.
A tool with a fool, you know.
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Why Content & Community drive Commerce?
Because everything changed. And continues to change.
Failing to adapt = end of business.Failing to change marketing communication = ?
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The world changed.
Consumers changed. Financing is changing.Business is changing.
Marketing is changing. Communication is changing.
![Page 15: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/15.jpg)
How can we change?
We can change like Tim did before.
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Here’s the story of Tim.
Tim was a typical corporate marketer.The knowledge was in the books on his shelf.
So he just did things accordingly.
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Until one day…
His (office, desk!) phone rang. Straight from the management board room.Whether he would like to join the meeting.
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Arriving at the meeting …Tim’s boss didn’t seem very happy…
Sales were down.Advertising flopped.Empty Event spaces.
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“This needs to change, Tim!”
What’s going on? Find a solution!
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Tim had to figure out why this happened.
He looked at the world and noticed things were nothing related to the wisdom in the books.
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The world had changed.
There was something like the internet. And even an entire ecosystem of web and app solutions that empowered people massively.
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The consumer had changed.
The empowered people are prosumers. Crowd power: get what you want from another.
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How the consumer came prosumer?
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How the consumer came prosumer?
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What defines a prosumer?
• Connected• Tech-savvy• Confident, self-reliant, self-organizing• Purpose • Trust
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Their TRUST in businesses declines…
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And especially in these industries.
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How to restore trust in your firm?
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The role of ownership and money changed.
The empowered people don’t require ownership. Access to a product or service when they need it.
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How ownership changed?
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How ownership changed?
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How ownership changed?
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How ownership changed?
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How ownership changed?
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How money changed?
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The role of businesses & organizations changed.
Empowered people bypass traditional business.
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Bypassed by the crowd…
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Bypassed by the crowd & tech helps
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Consumer crowd as an industry?
Uber app Reaction?
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Consumer crowd as an industry?
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Consumer crowd as an industry?
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Consumer crowd as an industry?
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“Sharing is Caring.”
Just went through the roof. It’s THE community MANTRA.
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![Page 45: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/45.jpg)
The role of Marketing & Communication changed.
Empowered people interact differently with companies.
Community-driven Marketing is a sustainable strategy for businesses.
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Communicate Community-wise.
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Communicate Community-wise.
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Communicate Community-wise.
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Live & Breathe Content & Community
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So, Tim got back to his boss.
With some nerves to be honest.
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He presented his business case as“Content & Community to drive Commerce.”
The 3 C’s of today’s marketing strategy.
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“Damn. Things changed. Let’s do this! Before it’s too late!”
Fortunately this boss hated status quo.And yeah, he needed revenue as well.
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We Changed. Successfully.
Content + Community = > Commerce. We were bought by a foreign industrial concern.
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To realize this, we altered every Marketing P.
That’s right. It wasn’t just a communication thing.Digital is more than communication.
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Tim’s altered Marketing P’s.
Product: SaaS instead of buy license, co-engineeredPlace: direct via www instead of via local resell
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Some changes in Marketing P’s.
Price: use/rent instead of buy Promotion: digital communication instead of …
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The PROMOTION P is what we talk about today.
Content & Community is all about Communication.
![Page 58: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/58.jpg)
What is Content & Community driven Commerce?
“Content to the right people in a timely fashion in order to pull them towards Commerce.”
![Page 59: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/59.jpg)
Right time, right place, right people?
Know the context!
![Page 60: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/60.jpg)
Context
If content is king, context is queen.
![Page 61: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/61.jpg)
What does it mean?
What is context?
![Page 62: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/62.jpg)
What is Context?
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Context example 1: Banners vs. Organic Search
Banner Blindness: context for reception isn’t fertile. SEO: context fertile by default if people search for it
themselves.
I am a banner. If you see me, start dancing.
![Page 64: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/64.jpg)
Context example 2: Mobile & location
Mobile devices are location-aware. Serve content that matches a fertile place context.
iBeacons allow to serve content on a micro-location levels like e.g. in-store content.
![Page 65: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/65.jpg)
Context example 2: location
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Context example 2: location (& Google+)
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Context example 2: Mobile & Location
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Context example 2: Mobile & Location
![Page 69: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/69.jpg)
Context example 3: internet of things (cars, home)
Even more context about people through the internet of things. The smart home,
smart energy and smart car spacein the near future.
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Context example 3: internet of things (cars, home)
![Page 71: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/71.jpg)
Context example 3: internet of things (cars, home)
Your Smartphone / Tablet / Computer as a remote control?
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Context example 4: quantified self tech
Wearable technologies allow to monitor (quantify) the physical status of a person. Insights in these parameters allows for efficient health management.
Nike+ e.g. could be a quantified self tool that provides additional context to serve the community members.
![Page 73: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/73.jpg)
Context example 4: quantified self tech
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ATTENTION! In this “new digital space”
Start-ups rule & are disruptiveThe crowd is disruptive via Maker Movement
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The maker movement … and why it matters?
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Context is the way to make content a pull tactic.
Next to content creation, create your context.Commerce happens as Content & Context meet.
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Knowing the Context allows to service the Community through tailored and timely Content
which in turn contributes to Commerce goals.
How to know the Context?
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Turning the unknown into known
through a digital ecosystem…
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Build a digital context…
That pulls & fosters community through content…
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Build a digital context…
Corporate website, brand website, campaign websites, community portals, social media, apps,
…
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Build a digital context…
So to “know” the people and their context.
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Allowing to present Content
To the RIGHT person at exactly the right time and place
when he really NEEDS it.
![Page 83: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/83.jpg)
So … Build a digital ecosystem…
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And get to REALLY know your communities
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And get to REALLY know your communities
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And tailor your content towards that context.
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Wow! That’s one hell of a challenge.
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CHANGE YOUR MARKETING COMMUNICATION!
Technology might help!
![Page 90: Content, Community & Commerce - the why.](https://reader033.fdocuments.us/reader033/viewer/2022052410/554c538cb4c9053e308b4926/html5/thumbnails/90.jpg)
And we’ll let the vendors talk to you soon.
But first some extra’s on Comma Group.
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Build & facilitate the digital enterprise.
That’s the Comma Group goal.
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The digital enterprise exceeds marketing projects.
But includes them nonetheless.
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Comma Group bridges gap between IT & Business.
Precondition for successful projects.
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Comma Group is a structural partner.
Compared to agencies collaborate structurally.
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Comma Group only works with best vendors.
And that’s why they are here today…
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How can CMS help you to change your marketing communication?
In order to build a sustainable business in this ever-changing fast-paced world
of empowered people?
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SEMINAR PROGRAM
EpiServerSitecore
Drupal / Acquia
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Shoot your questions after seminar or via:
@vermeiretimCpuntnu.beCommagroup.be