Internet 2.0 Is Hip, Hot And Happening Student Meets Business Nov 2009
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Transcript of Internet 2.0 Is Hip, Hot And Happening Student Meets Business Nov 2009
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Denk jij ook dat Viral marketing een ziekte is ?
Verboden voor Viral marketing
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Internet is hip, hot and happening !
Opwarmer
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•He, hoe doe je onlangs? Ik wil introduceren u een zeer goed bedrijf en haar website is www.wobuym.com. Het kan bieden u alle soorten elektronische producten die u misschien behoefte aan hebben, zoals laptops, gps, LCD TV, mobiele telefoons, ps3, MP3 / 4, motorfietsen en enz. ....... U kan enige tijd duren om een controle, moet er iets interessant dat je zou willen kopen. Het contact email: [email protected] MSN: [email protected] Hoop dat je kunt genieten in het winkelcentrum van dat bedrijf! Groeten u •Lees je Het Net, KPN/Planet, Ziggo of XS4ALL-mail in Windows Live Hotmail
Verboden voor Viral marketing
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Ody Blankendaal, Suzanne Feberwee, Michiel Herder, Jasper Penders, Rolf Rook, Linda Schulte.
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Mini onderneming
2e plaats PR uit 290 mini ondernemingen
7 juni 2006
Een half jaar later ………….
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Drie jaar later ………….
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Internet based
• Populaire ontwerpen van gebruikers -> voor nieuwe laptop stickers
• Ontwerp, Betaling, productie opdracht allemaal via internet. Productie uitbesteed.
• PR via internet / sociale netwerken / • Instructie filmpjes plakken laptop sticker
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Maakt gebruik van zijn digitale netwerk
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Internet is hip, hot and happening !
Trend or hype ?
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Zoekterm “Crowd sourcing ”
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Vroeger 100 designers gemiddelde leeftijd ca. 29
Nu 1.000.000 designers gemiddelde leeftijd ca. 9
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Kerstmis Seizoenspiek Lego
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Internet is hip, hot and happening !
Geld verdienen door informatie weg te geven ?
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Goldcorp Canadian mining company
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• 400 Mb geheime geologische data Red Lake gebied op het internet
• Maart 2000, lancering "Goldcorp Challenge“ $575,000 prijzengeld
Resultaat • 110 mogelijke vindplaatsen, 50 procent daarvan was nooit
gelocaliseerd door het bedrijf • Meer dan 80 procent van de nieuwe vindplaatsen leverden
substantiele hoeveelheden goud • 8 million ounces goud zijn gevonden. • 2 a3 jaar kortere tijd tussen identificeren vindplaats en exploratie • Gold corp: van $ 100 million per jaar naar $9 billion per jaar
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Internet is hip, hot and happening !
Geld verdienen door Informatie van je bezoekers te verzamelen ?
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Mining
Laat grote groepen mensen je helpen bij het verzamelen van
gegevens waar ze zelf belang bij hebben
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Vangstenregistratie.nl
Ca 420.000 sportvissers aangesloten bij een hengel sportvereniniging
1% vult website in -> 4.200 waarnemingen
Vroeger 10 controleurs visstandIeder 200 waarnemingen per jaar 2.000 waarnemingen
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Traffic information with crowdsourcing
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Internet is hip, hot and happening !
Geld verdienen door mensen een product te laten beoordelen?
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Rating Laat je product of dienst
beoordelen door grote groepen mensen
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Air line rating
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Restaurant recensies, 18.000 restaurants in NL, 3 mil bezoekers, 1 mil omzet
www.Iens.nl
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www.Amazon.com
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Risico reductie bij koopbeslissingsproces
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Rate my professors
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Flop 25
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Korenwolf Lemon 2.5 (Gulpener Bierbrouwerij)
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Wat kan het merk Heineken hiermee ?
Heineken PilsenerHet wereldberoemde Heineken pilsener.
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Internet is hip, hot and happening !
Geld verdienen door gebruikers je producten te laten ontwerpen?
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Co creation Laat grote groepen mensen je
product mee ontwerpen
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Winstgevend business model • 800 ontwerpen/week; 4 nieuwe Tshirt ontwerpen/week; 50,000-65,000 shirts/ maand
• 18 Mio omzet in 2006, • 35% profit margin, • Minder dan 20 werknemers • 2.000 $ pay-off per T shirt ontwerp aan designer• Meeste bijdragen komen van (68 %) professional designers• Meeste klanten (97%) evalueren het design -> new product development is relatie bouw marketing instrument
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Nieuwsportal Weblog Zwolle
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Wikipedia
User
Firm
No proft Proft
No proft
Proft
Started in 2001684 million visitors in 2008. 75,000 active contributors 10,000,000 articles 250 languages.
Relatively few people actively contribute
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Design crowd sourcing 17.000 designers
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• Briefing + competitie aangemaakt ca 60 dollar inschrijfkosten• 3 dagen voor een logo ontwerp. • Hoofdprijs, 400 US dollar voor het winnende ontwerp. (100 US
dollar boven de gemiddelde prijs) • Resultaat na 3 dagen: ruim 440 designs door ruim 140 unieke
designers.
Voorbeeld Competitie “Orange Valley”
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Internet is hip, hot and happening !
Merken en internet ?
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Social media marketing goals
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Zoekmachine marketing
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Internet is hip, hot and happening !
Promotie laten maken door anderen voor je eigen product ?
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Word of mouth marketing
Laat grote groepen mensen indirect promotie maken voor je
product of dienst
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Social media marketing goals
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Doelstellingen Online middelen mix
http://www.upstream.nl/weblog.php?id=C0_17_1
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http://www.youtube.com/watch?v=hKoB0MHVBvM
• 200 liter of diet coke • 500 mentos• $10 million advertising value• Geyser contest
10.451.252 keer bekeken
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Het resultaat: een hypeGoed voor de naamsbekendheid van Mentos
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• Wie kent dit merk ?• Welk gevoel ?• Zou je er een kopen ? • Hoeveel kost het ?
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http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone http://revver.com/video/110281/will-it-blend-spoof/
Will it Blend ? The I phone version
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Het resultaat: een goed imago voor een low interest blender
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Blendtec marketing = profit centre 100 miljoen views / $ 50.000 advertentie opbrengst
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Internet is hip, hot and happening !
De kracht van een community !
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http://www.youtube.com/watch?v=jjXyqcx-mYY
Marketing Lessons From Obama’s Online Campaign
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Marketing Lessons From Obama’s Online Campaign
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Totaal meer dan $580 miljoen in 2 jaar !!!!!!(gemiddelde donatie onder de $100, 90% individuele donaties)
• 3.2 million Facebook profielen• 200,000 offline events georganiseerd • 35,000 groepen gemaakt • 400,000 blogs gepost • 14.5 million television viewing hours on YouTube • $30 miljoen mbv 70,000 persoonlijke fondsenwervings
campagnes.
www.My.BarackObama.com
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Marketing Lessons From Obama’s Online Campaign
Registered 18 november 2009
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Email T shirt offer to show support 19 november 2009
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Who has the most popular page on Facebook?.
Who’s second?
1 Barack Obama 5,881,499
2 Coca-Cola 3,287,101
3 Nutells 3,052,502
4 Pizza 3,005,922
5 Cristiano Ronaldo 2,730,570
6 kinder surprise 2,581,651
7 Facebook 2,492,881
8 Windows Live Messenger 2,469,402
9 Sid 2,409,639
10 Boo 2,343,221http://adage.com/digital/article?article_id=135238
Social network: facebook
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The Coke page, which totals 3.3 million "fans," wasn't even created by Coca-Cola, but by a pair of Los Angelenos who just love Coke.
`Oude economie` reageert traag
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Volop harde cijfers beschikbaar !
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Facebook causes
On line fundraising
On line fundraising facebook
Causes Miljoen leden
Totaal donaties
Gemiddeld/ lid
The race to end cancer 5,7 $64.000 $ 0,01
Campaign for cancer prevention
5 $106.000 $ 0,02
Animal cruelty 4,2 $43.000 $ 0,02
Animal rights 3,6 $61.000 $ 0,01
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On line fundraising NL website
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Internet is hip, hot and happening !
Geld verdienen met sociale netwerken ?
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• business-oriented social networking site • Founded in December 2002 by Reid Hoffman• Launched in May 2003[
• Mainly used for professional networking. • July 2009 more than 43 million registered users, spanning 170 industries.• Projected revenue 2008 $75-100 milion • Postmoney valuation of the company 2008 approximately $1 bilion
Social network
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Social network: Hyves
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Internet is hip, hot and happening !
Valkuilen ?
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Schrijf je eigen commercial : SUV Chrysler Tahoe
http://www.autoblog.nl/archive/2006/04/04/chevrolet_tahoe_commercials_go
http://www.youtube.com/watch?v=4oNedC3j0e4&NR=1
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http://www.marketingpilgrim.com/2008/12/procter-gamble-doesnt-understand-social-media.html
- 11-month campaign titled “America’s Favorite Stains” - contribute photos of their “favorite places - to enjoy stain-making moments!” Result 18 photos, two of which were from Procter & Gamble themselves and two from The Onion.
“oude economie”Proctor en Gamble begrijpt nog niets van sociale media
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“oude economie”Mac Donalds begrijpt nog niets van sociale media
![Page 82: Internet 2.0 Is Hip, Hot And Happening Student Meets Business Nov 2009](https://reader038.fdocuments.in/reader038/viewer/2022103114/55626b50d8b42a14048b550e/html5/thumbnails/82.jpg)
http://designdamage.posterous.com/?tag=rogersbellcurve
?
![Page 83: Internet 2.0 Is Hip, Hot And Happening Student Meets Business Nov 2009](https://reader038.fdocuments.in/reader038/viewer/2022103114/55626b50d8b42a14048b550e/html5/thumbnails/83.jpg)
Augmented reality ?
![Page 84: Internet 2.0 Is Hip, Hot And Happening Student Meets Business Nov 2009](https://reader038.fdocuments.in/reader038/viewer/2022103114/55626b50d8b42a14048b550e/html5/thumbnails/84.jpg)
Internet is hip, hot and happening !
Conclusies
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Conclusies
• Internet is hip, hot and happening !– Oude bedrijven willen leren hoe met internet om te gaan – Nieuwe bedrijven gaan er mee aan de slag
• Internet is grenzeloos ->Denk Internationaal • Technisch/product gerichte omgeving -> Toegevoegde waarde van Business & Marketing
• Diversiteit aan toepassingen • Welke business modellen succesvol zijn wordt op dit moment geleerd
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Dank voor de aandacht
Internet is hip, hot and happening !