Intellectueel Eigendom, Strategie en Waarde (Fontys - Rockacademie)

Intellectueel Eigendom, Internet en Waarde
Hoe zet je een gedegen internetstrategie op?

Fanship, Conversie en Waarde
(c) 2013 DDMCA/Denis Doeland | All rights reserved | contact: denis.doeland@ddmca.com
Even voorstellen ...
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, 8ball Music, Challenge Records International Sport - Eurosport Food & Beverage - Go Fast HR - Werk en IK, HRMatches, Whoopaa
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com
Inzicht ...
Normaliter 30 leerlingen in klas ...
24th of February 2013
Trends ...
Voorbeelden zijn: Kleiner Perkins Caufield Byer (Trends report) Nielsen (State of Social Media report) PWC (Technologie en Media report)
Begrijpen van het internet ecosysteem ...

Internet Landscape
Internet Facts

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 Users 2.4B
Social Media Facts

In 2012, 63.2% of internet users
Internet facts
Social Media Users 1.3B Smart Phones 1.1B
will visit a social network at least once a month, rising to 67.6% in 2013 and 70.7% in 2014. At those user rates, one out of every five people in the world will use a social network this year, and one in every four will do so in 2014. Facebook users with 141.2 million in 2012, although that base is growing the slowest among key countries. India will have the second largest Facebook population, with 68.1 million users this year, followed by Indonesia (49.1 million) and Brazil (45.4 million). Mexico will be the fifth largest, with 25.6 million users.
The US is still by far the leader in
Mobile Facts
Out of the 5 billion mobile phone More than 91.4 million
users in the world, 1.08 billion are smartphone users smartphones users are from the U.S has the highest market share of 46.9% their smart phones throughout the day
Smartphone platform Android
There will be 1.43 billion social
network users in 2012, a 19.2% increase over 2011
89% of smartphone users use 92% of smartphone users use
Summary Various Facts

< 52% of the internet users are
using Social Media < 47% of the internet users has a smartphone 32.7% of the world population has access to the internet, 61.3% of the Europeans has access to the internet Africa, Middle East and Latin America are the fastest growing markets Forrester Research forecasts 50% Internet Penetration and 3,500 million Internet users in the world for year 2017.
their smartphone to send text messages to other phones. Whereas, 84% of users use their smartphones for browsing the internet highest smartphone penetration rate of 62% and 43% of Apple iPhone users are younger than 34 Years. male and 47% are female
The age group of 25-34 has the 50% of Android Smartphones 53% of smartphone users are Android Smartphone owners
consume the highest amount of data at 582 Mbs a month, while iPhone owners on consume 492 Mbs of data a month on average most popular data usage activity for smartphone users smartphone penetration rate in world, which is 54%
Downloading applications is the Singapore has the highest
Sources: internetworldstats.com | eMarketer.com | go-gulf.com
SEPERATE DATA AND FUNCTIONALITY ... DISTRIBUTION VIA UIS THROUGH OSS
THINK IN LAYERS
USER CONTROL AND INDEPENDENCY: DEVICE, TIME AND LOCATION AS A SERVICE YOU CAN NOT DETERMINE HOW THE USER USES YOUR SERVICE
USER DISTRIBUTION DEVELOPER SOFTWARE

SOCIAL MOBILE
OPEN
WEB
SEARCH ENGINE
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
ES VIC E D CE FA ER ITY NT AL I ON TI NC FU SE BA TA DA

DATA IS THE VALUE OF A SERVICE, BRAND OR ORGANISATION FUNCTIONALITY OF THE DATA IS THE INTELLECTUAL PROPERTY
Belangrijk ...
Waardecreatie
Definitie
Waardecreatie bij IE door Internet en Social 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.
IE = King = Fan = Data = Waarde
Hoe?
Verzamelen van digitale data Koppelen van databronnen Screenen van data Facebook, Twitter, Instagram, Pinterest, Hyves e.d. Combinaties maken van en met (bestaande) datasets Benaderen van co-creators en merken uit de diverse datastromen Overeenkomsten aanpassen, relaties aangaan en uitbreiden
Strategie ...
Waarom?
Wij geloven dat de verregaande digitalisering en de distributie van content een revolutie tot stand heeft gebracht met daaraan (nieuw) gekoppelde business- en waarde- modellen voor onze merken, producten en diensten. De ontwikkeling van het internet en (mobiele) apparaten resulteert in veranderend gedrag en invloed van de doelgroep t.a.v. awareness van en voorkeur voor onze merken, producten en diensten. Wij geloven in een gedegen strategie die is gebaseerd op fanship, conversie en waarde.
Internet kent 3 pijlers ...

Internetstrategie
3 pijlers
Umfeld Vindbaarheid Waarde

Umfeld
Gehele speelveld is internet Eigen domein Eigen sociale netwerken
Derden domein + sociale netwerken
Wordt in zijn geheel geindexeerd door zoekmachines
Hoe?
Ecosysteem
Device independent
Time independent
*Graphic by Fred Cavazza
Location independent
Meten = Weten ... Business Intelligence is heilig ...

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

Keywords used Nike
DISTRIBUTION
VIEWS
SENTIMENT
PLATFORMS USED
The sentiment metric is computed purely by machines, so its not perfect. However, the technology UberVu is using is accurate about 75% of the time. Real-life people are only accurate 80% of the time themselves in determining whether a certain piece of text is 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 nd 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 every single day can also be of great help.
(c) 2011 - DDMCA - All Rights Reserved - contact: denis.doeland@ddmca.com
Leer je klant of fan kennen ... Wie heeft er invloed in jouw netwerk ....
Beinvloeders
less
High Influencial
Database
less most most
Social
less
Web
Less Influencial
Medium Influencial
= influencer
less
Data is het nieuwe goud ...
Wat?
Denken in Silos ...
Silos in het internet ecosysteem
LinkedIn
Twitter
Website aanverwanten*
Website
Facebook App
Youtube
Er bestaat geen relatie tussen de verschillende databases binnen het internet ecosysteem van
Databases van derden

Google+
Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d.
Er is niemand die goed inzicht heeft en dagelijks het ecosysteem overziet of inzet bij
* = primaire kanalen, de secundaire kanalen dienen separaat in kaart te worden gebracht (denk hierbij aan Vimeo, Pinterest, Plancast of lokaal zoals Hyves e.d.)
Orde in het internet ecosysteem
Website
Facebook
Twitter
Google+
Youtube
Website aanverwanten
App
Connectie is de heilige graal Single Sign On zorgt er voor dat alle data van fans kan verwerken
DB bedrijfswaarde
Databases van derden

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d.
* = 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
Brand Monitoring & Optimization
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 topics Activity per network etc ...

Follower(s), active Fan(s), Consumer(s), Customer(s) (Key) Influencer(s) Business Value Segmentation for targeted promotion
Overlap of Fans of Related third party portfolio Enhanced segmentation Cross community marketing
Network value Customer value Community value Upsell/Cross-sell New business models
Prestatie-factoren vaststellen (KPI)
Distribution
What channels are you using? How can people reach you? Are you visible?
Interaction
How likely are followers going to engage? Is your message spread around? Do your fans and followers interact with each other?
Influence
How does sentiment change due to the activities? Are your fans and followers satisfied about brand, service or product?
ROI/ROE
How many sales and results do you get? What will be the cost of specific interaction?
Internal
What is the output of your team? Hows your team performing?
Followers Fans Connections Mentions Reach Bookmarks Inbound links Subscribers
Retweets Forwarding Sharing Comments Like or Rate Reviews Contributors Page views Unique visitors Traffic generated Time on site Response time
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
Conversation Net Promoter Satisfaction Sentiment Evangelists
Posts E-books Presentations Videos Photos Updates Tweets Forum posts Marketing budget Staff payroll Development costs
Aperformance indicatororkey performance indicator(KPI) is an industry jargon for a type ofperformance measurement. KPIs are commonly used by an organization to evaluate 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,but often, success is simply the repeated achievement of some level of operational goal (for example, 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 associated with the use of various techniques to assess the present state of the business, and its key activities. These assessments often lead to the identification of potential improvements; and as a consequence, performance indicators are routinely associated with performance improvement initiatives.
Samengevat ...
Online Reputatie
5 aspecten belangrijk
Website Zoekmachines Blogs / Fora Social Media Content

Voor onderweg ...

10 handvaten
Internet-strategie omvat gehele online domein Apparaat, 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
Het is dan ook schrijnend om te zien dat sociale kanalen nog steeds gesoleerd worden benaderd. Het silo-denken zit in ons DNA. Het is zo in onze manier van zakendoen en zelfs in de verschillende, individuele, zakelijke functies waar social een significante invloed kan hebben. Denk bijvoorbeeld hoe social media-marketing nog zo vaak apart wordt benaderd, zonder enige vorm van integratie met de totale marketingaanpak, laat staan met andere kanalen. Managers vertrekken zelden vanuit de vraag hoe sociale media door de hele organisatie en haar netwerk heen de efficintie kunnen verbeteren en staren zich blind op de marketingdimensie vanuit de aloude push-mentaliteit. Customer service, interne samenwerking, kostenverlagingen, HR, R&D: ze komen bijzonder zelden aan bod.Nochtans zijn het op die terreinen waar sociale technologien vaak het meest efficint kunnen zijn. Men haalt nog vaak de neus op voor sociale media. Business intelligence is daar een mooi voorbeeld van. Social business is geen hype: de adoptie van sociale kanalen en de verregaande impact in alle bedrijfsprocessenworden enkel begrensd door de vragen die men stelt en de mate waarin men buiten de lijntjes van de silos kan kleuren.
J-P De Clerck | @Conversionation
De praktijk ...
Wat nu te doen ...
Bedrijfstrategie Internetstrategie Contentstrategie Releasestrategie

Dus ...
Wat nu te doen ...
Landschap ordenen Website(s) inrichten Content maken Connectie maken Dialoog aangaan Data opslaan
Vragen, opmerkingen of contact ...
Management, Consultancy & Advies
Denis Doeland
P: +31 20 4272880 M: +31 6 13520250 E: denis.doeland@ddmca.com L: linkedin.com/in/denisdoeland T: @denisdoeland W: denisdoeland.com W: ddmca.com

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Intellectueel Eigendom, Internet en Waarde

Hoe zet je een gedegen internetstrategie op?

Even voorstellen ...

Analyse en Advies (Internet, Social Media, Technologie)

Normaliter 30 leerlingen in klas ...

24th of February 2013

24th of February 2013

24th of February 2013

24th of February 2013

24th of February 2013

24th of February 2013

Begrijpen van het internet ecosysteem ...

Internet Users 2.4B

Social Media Facts

Social Media Users 1.3B Smart Phones 1.1B

The US is still by far the leader in

Smartphone platform Android

There will be 1.43 billion social

network users in 2012, a 19.2% increase over 2011

89% of smartphone users use 92% of smartphone users use

Summary Various Facts

Downloading applications is the Singapore has the highest

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

USER DISTRIBUTION DEVELOPER SOFTWARE

IE = King = Fan = Data = Waarde

Internet kent 3 pijlers ...

Umfeld Vindbaarheid Waarde

Gehele speelveld is internet Eigen domein Eigen sociale netwerken

Derden domein + sociale netwerken

Wordt in zijn geheel geindexeerd door zoekmachines

Meten = Weten ... Business Intelligence is heilig ...

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

(c) 2011 - DDMCA - All Rights Reserved - contact: denis.doeland@ddmca.com

Data is het nieuwe goud ...

Denken in Silos ...

Silos in het internet ecosysteem

Databases van derden

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d.

Orde in het internet ecosysteem

Databases van derden

Spotify, Rdio, Deezer e.d. Google Music, Amazon Cloud e.d.

Brand Monitoring & Optimization

Prestatie-factoren vaststellen (KPI)

Followers Fans Connections Mentions Reach Bookmarks Inbound links Subscribers

Conversation Net Promoter Satisfaction Sentiment Evangelists

Website Zoekmachines Blogs / Fora Social Media Content

Voor onderweg ...

Wat nu te doen ...

Bedrijfstrategie Internetstrategie Contentstrategie Releasestrategie

Wat nu te doen ...

Vragen, opmerkingen of contact ...

Management, Consultancy & Advies

P: +31 20 4272880 M: +31 6 13520250 E: denis.doeland@ddmca.com L: linkedin.com/in/denisdoeland T: @denisdoeland W: denisdoeland.com W: ddmca.com

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