Social Computing - HVA MIM college
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Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. August 2006
© 2006 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied,
circulated and/or distributed nor quoted without prior written approval from Atos Origin.
Social Computing, theorie & praktijk
Lode Broekman
Amsterdam, 12 september 2007
My ASICS.nl case
Intro Lode
» Sinds 1965 (A’dam)
» Marketing sinds 1987
» Annet sinds 1991
» Azië sinds 1993
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» Muiderberg sinds 1995
» PPMC sinds 2000
» Daan sinds 2004
» Atos Consulting sinds 2006
Programma
» Wat gebeurt er in de wereld?
» 10 trends
» Wat doet de consument?
» Wat is Social Computing?
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» Wat is Social Computing?
» Case MyASICS.nl
Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. August 2006
© 2006 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied,
circulated and/or distributed nor quoted without prior written approval from Atos Origin.
Trends & ontwikkelingen
Wat gebeurt er in de wereld?
Trend 1: Linking people
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Trend 2: Virtueel samenwonen
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Trend 2: Virtueel samenwonen
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Trend 3: van Buiten naar Binnen
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Trend 4: de Consument als bron van inspiratie
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Trend 5: Consument wordt leverancier/producent
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Trend 6: Volledige self-service
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Trend 7: Multi Channel contact
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Trend 8: Intelligent routeren
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Trend 9: Locatie gebaseerde diensten
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Trend 10: Convergentie van media
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Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. August 2006
© 2006 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied,
circulated and/or distributed nor quoted without prior written approval from Atos Origin.
De nieuwe Consument
Wat hebben deze trends voor invloed op de consument?
Verwachtingen van de nieuwe consument
» Altijd toegang (24/7)
» Overal toegang
» Mobile is geen gadget, maar een lifestyle management tool!
» Dat het altijd werkt, precies zoals het zou moeten
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» Waar voor mijn geld
» Volledig ondersteund (met een gratis helpdesk)
» Zo niet:
» “dan is dat jouw probleem”
of:
» “dan wel bij de concurrent”
Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. August 2006
© 2006 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied,
circulated and/or distributed nor quoted without prior written approval from Atos Origin.
Social Computing
Hoe moet ik nou omgaan met deze trends?
Hoe vang ik de nieuwe Consument?
Social Computing: definitie
» Social computing: Laagdrempelige connecties, voortgebracht door goedkope technologieën, modulaire content en gedeelde
resources hebben een significante impact op de globale economie en
sociale structuren. Individuen beïnvloeden elkaar in toenemende
mate, ten koste van traditionele bronnen zoals bedrijven, media-
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uitingen, religie of politiek.
» Om succesvol te zijn in het Social Computing tijdperk moeten
bedrijven afzien van top-down management en communicatie, maar
communicatie verweven in hun product(ie), gebruik maken van
medewerkers en partners als marketeers, en als bedrijf onderdeel
worden van een levende, organische eenheid van merk-loyaliteit.
-Forrester, vrij vertaald-
Communities
& interesses
Reviews,
meningen &
social
engineering
Klant
Het Speelveld van Social Computing
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Klant
BehoefteProducten
Social
Computing
Risico’s
&
compliancy
(co)Creatie Kanalen
Het Speelveld van Social Computing
Wat vinden klanten van mij?
Welke behoefte vervul ik?
Forums, nieuwsgroepen, roddel.Kieskeurig, consumentenbond
Informatie vergaren, aankoop van een auto, financiele zekerheid van kleinzoon
Klant Behoefte
Reviews,
meningen &
social engineering
Communities
& interessesHobbies, werk, sport, honden, muziek, opleiding, vakgebied
Welke interesses bindt een groep?
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Hoe communiceer ik met mijn klanten?
Winkel, internet, SMS, billboards, telefoon, Second life
Hacking, imago-risico‘s, continuiteit, beschikbaarheid, bereikbaarheid
Welke producten lever ik?Verzekering, speelgoed, koffiekopjes, cruiseschip, medische zorg
Producten
Kanalen
Hoe komt mijn product tot stand? Massa-productie, Op bestelling, Co-productie, partnerships
(co)Creatie
Risico’s
& compliancy Welke risico‘s loop ik?
Communities
& interesses
Reviews,
meningen &
social
engineering
Klant
Het Speelveld van Social Computing
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Klant
BehoefteProducten
Social
Computing
Risico’s
&
compliancy
(co)Creatie Kanalen
Een Community is een platform van expressie
en relaties
Wie ben ik
Mijn
vrienden
Social
ComputingProducten Klant Behoefte
Reviews,
meningen &
social engineering
Communities
& interesses
Kanalen(co)CreatieRisico’s
& compliancy
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Mijn
‘lidmaat-
schappen’fotootjes
Mijn
personal
blog
Berichten
van
vrienden
Online communities
“It takes a village to build a mall. Community precedes commerce” (Kevin Kelly, New Rules for
the New Economy)
» Do’s
» Create ‘sympathy’, do not act ‘sales driven’
» Active participation of everyone involved
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» Active participation of everyone involved
- Facilitation of interactive communication
» Up to date
- Regular updates & changes of content
- Create ‘stickyness’: reasons for return
Yesterday: who is our customer?
» Direct contact only with retailer
» Customer contact via printed media,
sponsoring and events
Retailer
ASICS print
Sales
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» Final contact to customer: retailer
» No direct influence on the customer
» need for change
Retailer
Customer
Today: active approach to both
retail and customers
» Contact with customers via retailers
» And direct contact with customers
» Building customer knowledge
Retailer
ASICS print
Sales
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» Focus on sponsorship deals and events
with direct contact opportunities
» (switch from persons to groups of
people)
Retailer
Customer
(e-)mailweb
On site: Home» About
» Start here
» Who we are
» Philosophy
» Tips for beginners
» Privacy
» Poll
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» Tell-a-friend
» Collection banner
» Facts
On site:
Training schedules-1
» Programme
» Km’s or events
» Date or Target
» Heartrate monitoring
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» Heartrate monitoring
On site:
Training schedules-2
» Training
» Tip
» Log
» Statistics
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» Target
On site: Tools-1
» Logbook
» Additional info
» Shoe usage
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On site: Tools-2
» Excercises» Stretching/ Strength
» Experts
» Dictionary
» Injury Master
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» Injury Master
» Nutrition
On site: Tools-3
» Calculators
» Body Mass Index
» Average Pace
» Calories
» Speed
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» Speed
On Site: Community-1
» News
» Updates
» ASICS events
» Athlete interview
» Nutrition
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» Nutrition
» Product info
On Site: Community-2
» Forum
» Questions (users)
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On site: Future
» SMS application
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Off site activities
» Online promotion
» Newsletters
» Banners
» Links
» Co-op
» Offline promotion
» Newspapers
» Running Magazines
» Other Ads
» Editorial/Advertorial
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» Co-op
» Search engines
» Editorial/Advertorial
Off site activities:
Newsletters
» Newsletters
» Application info
» Athlete interview (6 questions)
» Event
» Nutrition
» Etc…
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» Etc…
Off site activities:
Banners/Links
» Banners
» Event websites
- Sportsview
» Running related websites
- www.running.be
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- www.running.be
» Athletes/clubs/associations
Off site activities:
Search engines
» Search Engine Marketing
» Keywords (free)
- Top 5: training, logbook, running, etc.
- Position based on referrals (Google)
- Link Popularity
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- Link Popularity
» Paid
- Overture
- MSN
Off site activities:
Adverts
» Newspapers
» Running Magazines
» Sport Magazines
» Health/Lifestyle magazine
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» Health/Lifestyle magazine
Off site activities:
Articles
» Editorial/Advertorial
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NU
» Inmiddels 200.000+ gebruikers in Benelux,
Verenigd Koningrijk, Duitsland, Finland en
Italië.
» Centraal onderdeel communicatiestrategie
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» Centraal onderdeel communicatiestrategie
Dank voor jullie aandacht!
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Meer over communities is te vinden op: www.propaganda-online.nl