Guest Lectures at the VU University. Themes: - Connected life: medium, devices & platforms. - Identity: brands, paid/owned/earned media, brand design. - Openness: transparent vs open organisation. How & why. - Attention: how to get it, how to maintain it & convert. - Learn: time counts in branding. Create an agile marketing organisation. - Discussion: what does this mean for you (as a student and potential marketeer).

1. Hunting & Farming
Tactics for online consumer interaction.
Jeroen Hey-den-dael
@jeroenpaco

2. Connected Identity Openness Attention Learning
You, everything. Your brand. Your organisation. Getting focus. Remain agile.

3. What was this called when it was for sale?
Via @jesuispie

4. We think in terms of what we already know.
Via @jesuispie

5. Connected
You, everything.

6. In the beginning there was you...

7. ... and your iPhone.

8. It came with a lot of stuff ...

9. ... so you could do without these ...

10. ... and Apple brought you more.

11. The coolest thing is integration.

12. But, there’s more!

13. So, lot’s of influential factors.
?
? ?
Smartphone Facebook
Smart TV LinkedIn Twitter
Tablet
Devices Media
Laptop Apple Pinterest
Game console Website
Smartwatch Platforms App
Voice
Light bulbs Google
Microsoft

14. Lot’s of target groups and the marketeers’ ego.
“We want an awesome app!”

15. There are two sides to every coin.
Consumer goal Brand
& habits goal & habits

16. Via free13k.com

17. Identity
Your brand.

18. Is your brand hip like her?

19. No? So like this guy?

20. Or with his charm?

21. So, a brand as a person? Does that work?

22. OK, Apple had Steve.

23. Brands talk like real people
www.v3im.com/...

24. Not really....
+
What friends say Video reviews
Customer ratings
Own Earned
community
own blog Facebook Twitter
Influence on Blogs / reviews
consumers
Owned
Press releases
YouTube
Own website
Google Ads channel
Banners
Paid e-mailing
SEO SEA
Facebook Adverts
What brands say
-
+ Full control Control over content Some influence -
Theory of Reasoned action Inspired by Starbucks

25. The Joneses on influencer marketing.
In the live presentation I’ll show the trailer. Check it on youtu.be/n2Y3GoN2PGw

26. Now 20% discount on
all flights to Oslo!
Via @polledemaagt

27. We know you, and we feel you really need to see the
Northern Lights at least once in your life.
Thats why we offer you a 10% discount.
Via @polledemaagt

28. “To inspire and nurture the human spirit.
One person, one cup and one
neighborhood at a time.”

29. If you removed the Starbucks logo from the
building, would you still know where to go?

30. Also, what about the Starbucks feeling online?

31. Even with bad news, brand identity matters.

32. Openness
Your organisation.

33. “Co-creation, customer interaction?”
Closed Transparent Open

34. The legend of KachiWachi
46.251 messages posted since 2006
Laurence Buchanan

35. A brand is a community made of employees,
customers and potential customers.
Brand
Client Client
employee
Brand Potential
Client
employee client
Potential Potential
Client
client client

36. +
http://www.marmarati.org/
Consumer Panel Crowdsourcing
Reach -
Sales +
Webcare - Marketing
95% of queries answered within 60
minutes.
http://youtu.be/TXK3Z4JC8S8
-
Structural Collaboration /
Engagement Original idea Steven van Belleghem

37. Webcare works.

38. Fans are like eggs:
you have to hatch them
Or hunting vs. farming

39. "If you’re nog paying for it, you’re the
product being sold."

40. Sales
Opportunities
eBusiness
Website & MyCompany
Customer Service
The hub that monitors, collects, distributes
and gives general service
M&C
New campaigns & feedback
Management Team
General & Strategy

41. So part of our job is to build
organisations and train people ...
... into social businesses, a conversation company & conversation managers.

42. Attention
Getting focus.

43. Some of my brand interaction during the
40 minutes after I woke up this morning.

46. These are just a selection. And often I’m
doing several things at the same time...

47. Make sure you get my attention somehow.
From a friend
Location Relevant
Funny Geo-relevant
Sexual Shocking
Visual striking

48. Then keep focus until the
common goal is achieved.

49. So, no websites with a lot of clutter:
as it will cost you.

50. Help people keep focus,
(but for a better purpose).

51. Content or experience?
In the live presentation I’ll show a screencast. Check the real thing at http://www.zensorium.com/tinke/

52. See what’s different...
Storytelling Parallax scrolling Screenwide photo’s Big icons
Product tour & features. Practical way for storytelling. What’s a story without an image? Most important chapters of your story.

53. And: convert.

54. Learn
Remain agile.

55. Same identity & values. Adaptive appearance.

56. Time & experience counts.
Not so cool. Cool.

57. Time & experience counts.
http://www.twitter.com/jeroenpaco twitter.com/jeroenpaco @jeroenpaco
www.twitter.com/jeroenpaco @jeroenpaco
Not so cool. Cool.

58. An agile organisation is the key.

59. Process
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge

60. Explore
Understand the business, your market and customers.
What is the current strategy ?
What is their current media (online eco system).
Relevant (online) trends in your market.
Desk research and test your online customer touchpoints.
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge

61. Strategy & Roadmap
Goals, target groups & personas.
Strengths & weaknesses.
Online identity & customer pledge.
Strategic themes.
Make priorities & define a roadmap.
Definition of funnels and KPI’s.
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge

62. Concept
Produce a tangible approach to engage customers.
A concept can be focused on a specific medium/device or can be an overall
concept for a customer approach.
We brainstorm with you and test our ideas to the common goal of you
and your customers.
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge

63. Design & Implementation
Interaction design & visual design.
Programming websites & apps.
Production of (social) campaigns.
Production of content: text, infographics, visuals & videos.
Webcare & conversation
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge

64. Measure
Configure Google Analytics and Social Media Monitoring tools based
on previous defined funnels and KPI’s.
Publish management information on online dashboards and produce management
reports with a focus on media and business goals.
Implement and configure optimisation tools like Visual Website Optimizer.
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge

65. Optimise & Evolve.
Understanding customer behavior in detail.
Continous testing of media e.g. A/B-testing.
Improvements can be on three levels: strategic, conceptual or on media.
Informatie aanvraag
1. Explore 2. Strategy & Roadmap 3. Concept 4. Design & Implementation 5. Measure
6. Optimise & Evolve
Inspired by Huge

66. A feedback loop on a mobile device:
consumers expect more and a faster response!
Joos Luteijn, Manager E-Business Oxxio

67. "The easiest way to get 1 million people
paying is to get 1 billion people playing."
Phil Libin, CEO Evernote
Via @danijelbonacic

68. So what does this mean for online business?
Connected Identity Openness Attention Learning

69. nus
Business today
bo Wrap up & discussion.

70. "Business today is engaging with your customers
with an innate relation and being agile enough to
preserve this relation.”
Focus Sales &
Service
Media
Optimization
Attention Devices
Consumer goal Brand Multi
Brand ID
& habits goal & habits channel
Platform Conversation
Relevant Learning
@jeroenpaco

71. What does this mean for you?

72. The right mix of left and right brain.
Analyse online media &
Empathic & innate
optimisation
Feeling for marketing & customer
Channel management
experience
Know online media Feeling for design & interaction
Online techniques Creative
Vision Passion & Fun
Organizational change

73. "What’s the ROI of your mother?"
Gary Vaynerchuck
http://www.youtube.com/watch?v=lcqCAqZtedI

74. Jeroen Heydendael
@jeroenpaco
@jeroenpaco /JeroenHeydendael /heydendael jeroen.heydendael@tamtam.nl