intellectueel eigendom, strategie en waarde (fontys - rockacademie)

7/29/2019 Intellectueel Eigendom, Strategie en Waarde (Fontys - Rockacademie)

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Intellectueel Eigendom, Internet en Waarde

Hoe zet je een gedegen internetstrategie op?Fanship, Conversie en Waarde(c) 2013 DDMC A/D


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18 jaar werkzaam in verschillende hoedanigheden

Eerst bijzaak, nu hoofdzaak(sinds medio 2011)

Visie en Strategie

Internet (Website, Social Media, Open) Reputatie Management Data Kapitalisatie Content Exploitatie

Analyse en Advies (Internet, Social Media, Technologie) Monitoring | Profiling | Engagement

Customized Projects Intellectueel Eigendom (Exploitatie en Overeenkomsten)

Plan van Aanpak

Rapportages (Infographs)

Spreekbeurten en Workshops

Klanten Mode - Marlies Dekkers

Non-profit - Giro 555, Feedback

Entertainment -22Tracks, Armada Music, Dance Therapy, 2 Dutch, B2S, Extended Music, 8ballMusic, Challenge Records International

Sport - Eurosport

Food & Beverage - Go Fast

HR - Werk en IK, HRMatches, Whoopaa

Even voorstellen ...

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Inzicht ...

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(c) 2013 Denis D24th of February 2013

Normaliter 30 leerlingen in klas ...


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24th of February 2013


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Trends ...

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Voorbeelden zijn:Kleiner Perkins Caufield Bye

(Trends report)

Nielsen (State of Social Media rePWC (Technologie en Media rep

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Begrijpen van het

internet ecosysteem

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Sources: internetworldstats.com | eMarketer.com | go-gulf.com

Internet Landscape

Intern

SocialMediaUsers

SmartPhones

1.1B

1.3B

Out of the 5 billion mobile phoneusers in the world, 1.08 billion aresmartphone users

More than 91.4 millionsmartphones users are from theU.S

Smartphone platform Androidhas the highest market share of46.9%

89% of smartphone users usetheir smart phones throughoutthe day

92% of smartphone users usetheir smartphone to send textmessages to other phones.Whereas, 84% of users use theirsmartphones for browsing the

internet The age group of 25-34 has the

highest smartphone penetrationrate of 62%

50% of Android Smartphonesand 43% of Apple iPhone usersare younger than 34 Years.

53% of smartphone users aremale and 47% are female

Android Smartphone ownersconsume the highest amount ofdata at 582 Mbs a month, whileiPhone owners on consume 492Mbs of data a month on average

Downloading applications is themost popular data usage activityfor smartphone users

Singapore has the highestsmartphone penetration rate inworld, which is 54%

MobileFacts

Africa - 139,875,242 Asia - 1,016,799,076 Europe - 500,723,686 Middle East - 77,020,995 North America - 273,067,546 Latin America - 235,819,740 Oceania / Australia - 23,927,457 WORLD TOTAL - 2,267,233,742

Internet Facts

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THINKINLAYERS


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THINK IN LAYERSSEPERATE DATA AND FUNCTIONALITY...DISTRIBUTION VIA UIS THROUGH OSS

USER

DISTRIBUTION

DEVELOPER

SOFTWARE

USER CONTROL AN

TIME AND LOCATIO

AS A SERVICE YOU

THE USER USES YO

AS A DEVELOPER OF A SERVICE YOU ARE DATA

AND FUNCTIONALITY

DISTRIBUTION VIA WEB-APPS,SOCIAL APPS,MOBILE APPS AND THIRD PARTIES VIA OPEN APIS

DATA IS THE VALU

ORGANISATION

FUNCTIONALITY O

INTELLECTUAL PR

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Belangrijk ...

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Waardecreatie


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IE=King

=Fan

=Data=

Waarde

Waardecreatie bij IE door Internet enSocial Media betreft het in de basis

kunnen aanleggen, verspreiden,

onderhouden en optimaliseren van

bestaande en nieuwe digitale relaties

op de diverse internet platforms waar

(in)direct en op aantoonbare wijze

additionele en toekomstige netto

kasstromen gegenereerd worden.

Waardecreatie

Definitie

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Verzamelen van d Koppelen van data Screenen van da

Instagram, Pintere Combinaties m

(bestaande) datas Benaderen van co

uit de diverse data

Overeenkomsten aangaan en uitbre

Hoe


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Strategie ...

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Wij geloven dat de verregaande digitalisering en de distributivan content een revolutie tot stand heeft gebracht met daaraa

(nieuw) gekoppelde business- en waarde- modellen

voor onze merken, producten en diensten.

De ontwikkeling van het internet en (mobiele) apparaten resulteer

veranderend gedrag eninvloedvan de doelgroep t.a.v. awareneenvoorkeurvoor onze merken, producten en diensten.

Wij geloven in een gedegen strategie die is gebaseerd op

fanship, conversie en waarde.

Waarom?


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Internet kent

3 pijlers ...

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Internetstrategie3 ijl


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3 pijlers

UmfeldVindbaarheid

Waarde

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Umfeld


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Gehele speelveld isinternet

Wo

do

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Hoe?

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Ecosysteem


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*Graphic by Fred Cavazza

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Meten = Weten ...Business Intelligenc

is heilig ...

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Infograph Nike (June 15th - December 14th 2011)Keywordsused Nike


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Keywords used Nike

(c) 2011 - DDMCA - All Rights Reserved - contact: [email protected]

PLATFORMS USED

SENTIMENT

DISTRIBUTION

The sentiment metric is computed purely by machines, so its not perfect. However, the technology UberVu is using is accurateabout 75% of the time. Real-life people are only accurate 80% of the time themselves in determining whether a certain piece of textis positive or negative. This is because an opinions sentiment is based on context most of the time.

As an example, consider this: Third world country successfully tests very sophisticated nuclear technology. Depending on what

side you look at it, you might find the statement positive or negative.

The percentiles for positive, negative and neutral reactions are pretty clear, and the fact that you can see how it evolved over everysingle day can also be of great help.

VIEWS
mailto:[email protected]:[email protected]:[email protected]


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Leer je klant of fankennen ...Wie heeft er invloed in

jouw netwerk ....

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Beinvloeders


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= influencer

less

less

less

lessmost

most

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Data is het nieuwe gou

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Wat?

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Denken in Silos ...

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Silos in het internet ecosysteem


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Databases van derden

Spotify, Rdio, Deezer e.d.

Google Music, Amazon Cloud e.d.

Er bestaat geen relatie tussende verschillende databases binnen

het internet ecosysteem van

Er is niemand den dagelijks

overzie

Website

Youtube

Twitter

Facebook

Google+

A

Websiteaanverwanten*

LinkedIn

* = primaire kanalen, de secundaire kanalen dienen separaat in kaart te worden gebracht (denk hierbij aan Vimeo, Pinterest, Plancast of lokaal zoals Hyves e.d.) (c) 2013 Denis D

Orde in het internet ecosysteem


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Single Sign Onzorgt er voor

dat alle data vanfans kan verwerken

Connectie is de heilige graal

DBbedrijfswaarde

* = primaire kanalen, de secundaire kanalen dienen separaat in kaart te worden gebracht (denk hierbij aan Vimeo, Pinterest, Plancast of lokaal zoals Hyves e.d.) **= in de toekomstige overeenkomsten dienen afspraken te worden gemaakt over data en koppeling met ecosysteem van het merk

Databases van derden

Spotify, Rdio, Deezer e.d

Google Music, Amazon

Website YoutubeTwitterFacebook Google+ Websiteaanverwanten

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Brand Monitoring & Optimization


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Brand

Connections Activity Dialogue Consumption Revenue Value

Optimization

Promotion Customer Community Monetization

Impact Key topics (buzz),

Related third parties,Competitor(s),

Event(s), Industries,World

Related topicsActivity per network

etc ...

Follower(s), activeFan(s), Consumer(s),

Customer(s) (Key) Influencer(s) Business Value Segmentation for

targeted promotion

Overlap of Fans ofRelated third party

portfolio Enhanced

segmentation Cross community

marketing

Network value Customer value Community value Upsell/Cross-sell New business

models

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Prestatie-factoren vaststellen (KPI)


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Followers Fans Connections Mentions Reach Bookmarks Inbound links Subscribers

Distribution

Retweets Forwarding Sharing Comments Like or Rate Reviews Contributors Page views Unique visitors Traffic generated

Time on site Response time

Interaction Influence ROI/ROE

Sales revenue Registered users Issues resolved Resolution rate Number of leads Cost of lead Conversion rate Cost of sale Revenue Lifetime value

Support cost Share of repeat Transaction value Money in the bank Net profit, etc

Po E- PrVid Ph Up Tw Fo M St

De

Conversation Net Promoter Satisfaction Sentiment Evangelists

What is the o

team performHow many sales and results do you get? What will

be the cost of specific interaction?

How does sentiment change due to the

activities? Are your fans and followers

satisfied about brand, service or product?

How likely are followers going to engage? Is

your message spread around? Do your fans

and followers interact with each other?

What channels are you using? How can

people reach you? Are you visible?

Aperformance indicatororkey performance indicator(KPI) is an industry jargon for atype ofperformance measurement. KPIs are commonly used by an organization toevaluate its success or the success of a particular activity in which it is engaged.Sometimes success is defined in terms of making progress toward strategic goals,butoften, success is simply the repeated achievement of some level of operational goal (forexample, zero defects, 10/10 customer satisfaction, etc.).

Because of the need to develop a good understanding of what is important, performance indicator selection is often closely associatedwith the use of various techniques to assess the present state of the business, and its key activities. These assessments often lead tothe identification of potential improvements; and as a consequence, performance indicators are routinely associated with performance

improvement initiatives.

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Samengevat ...

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Online Reputatie5 aspecten belangrijk


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Website Zoekmachines Blogs / Fora

Social Media Content

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Voor onderweg ...10 handvaten


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Internet-strategie omvat gehele online domeinApparaat, platform, locatie en tijd onafhankelijk

Content = King = Data principe Push & Pull (techniek en content)

Relevantie = Consistentie = Discipline principe Conversatie driehoek

Vrienden maken om vrienden te krijgen

Business Intelligence is heilig, connected is key W-E-I-G-K-E-U principe Real Time - 24/7/365

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Het is dan ook schrijnend om te zien dat sociale kanalen nog steeds gesoleerd worden

benaderd. Hetsilo-denken zit in ons DNA. Het is zo in onze manier van zakendoen en z

de verschillende, individuele, zakelijke functies waar social een significante invloed kan

hebben. Denk bijvoorbeeld hoe social media-marketing nog zo vaak apart wordt benade

zonder enige vorm van integratie met de totale marketingaanpak, laat staan met anderekanalen.

Managers vertrekken zelden vanuit de vraag hoe sociale media door de hele organisatie e

netwerk heen deefficintie kunnen verbeteren en staren zich blind op de marketingdi

vanuit de aloude push-mentaliteit. Customer service, interne samenwerking, kostenverla

HR, R&D: ze komen bijzonder zelden aan bod.Nochtans zijn het op die terreinen waar sotechnologien vaak het meest efficint kunnen zijn. Men haalt nog vaak de neus op voor

media. Business intelligence is daar een mooi voorbeeld van.Social business isgeen hype: de adoptie van sociale kanalen en deverregaande impa

alle bedrijfsprocessenworden enkel begrensd door de vragen die men stelt en de matwaarin men buiten de lijntjes van de silos kan kleuren.

J-P De Clerck | @Conv

(c) 2013 Denis D
http://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.marketingfacts.nl/specials/social-businesshttp://www.marketingfacts.nl/specials/social-businesshttp://www.marketingfacts.nl/specials/social-businesshttp://www.marketingfacts.nl/berichten/marketing-analytics-verbindt-crm-siloshttp://www.marketingfacts.nl/berichten/marketing-analytics-verbindt-crm-siloshttp://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.conversionation.net/2012/06/defining-social-business-a-call-for-clarity-and-collaboration/http://www.marketingfacts.nl/specials/social-businesshttp://www.marketingfacts.nl/specials/social-businesshttp://www.conversionation.net/http://www.conversionation.net/http://www.marketingfacts.nl/profiel/8654http://www.marketingfacts.nl/profiel/8654


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De praktijk ...

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Wat nu te doen ...


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Bedrijfstrategie Internetstrategie Contentstrategie

Releasestrategie

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Dus ...

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Wat nu te doen ...


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Landschap ordenen

Website(s) inrichten Content maken Connectie maken Dialoog aangaan Data opslaan

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Vragen, opmerkingen of contact ...


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Denis DoelandManagement, Consultancy & Advies

P: +31 20 4272880M: +31 6 13520250

E: [email protected]: linkedin.com/in/denisdoeland

T: @denisdoelandW: denisdoeland.com

W: ddmca.com
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

intellectueel eigendom, strategie en waarde (fontys - rockacademie)

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