Internet Strategy

‘in 7 steps from fanship to value’
#DDMCA #Strategy
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Problem ...

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Problem: Silos in the internet ecosystem

LinkedIn

Twitter

Website aanverwanten*

Website

Facebook App

Youtube

‘There’s no relationship between all different data sources and databases’

Third Party databses
Google+

✓ ✓

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

‘Nobody oversees the brands whole ecosystem on daily basis’

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Solution ...

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Solution: Restructuring the ecosystem

Website

Facebook

Twitter

Google+

Youtube

Website Subsidairies

App

‘Connection is the holy grail’ ‘Single Sign On is the solution to extract the data from different sources’
DB ‘company value’

Third Party databases
✓ ✓

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

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Why ...

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

The whole internet = Level Playing Field

Level Playing Field

Own Domain

Social Networks

Third Party Domains + Social Networks Indexed by Search Engines

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

How ...

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Determine your ‘Ecosysteem’

Device independent

Time independent
*Graphic by Fred Cavazza

Location independent
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

#DDMCA #Strategy

What ...

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Determine Key Performance Indicators

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 Social Media 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? How’s 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

A performance indicator or key performance indicator (KPI) is an industry jargon for a type of performance 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.

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Analyse ...

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Brand Monitoring & Optimization

Brand(s)
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

#DDMCA #Strategy

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Summarized ...

#DDMCA #Strategie

(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Summarized on 1 page
We believe that the extensive digitization and distribution of content has brought a revolution with (new) coupled business models and value for our brands, products and services. The development of the Internet and (mobile) devices results in a changing behavior and influence of the target group regarding 'awareness of/and preference for our brands, products and services. We believe in a strategy based on fanship, conversion and value. Trends Strategy Pilars How
Awareness by management and organization Improvement of communication by stakeholders Structure and Efficiency (Cross) Portfolio analyses
Addition of Financial value Increase online and offline sales X X X X X X X X X X X X

Why

Hot or not Gain brand preference Fanship
✓ ✓ ✓ ✓

Consumption via a channel of choice Gain activity Conversion
✓ Based on consumption ✓ Based on connection ✓ Based on transaction (download, ticket, merchandise e.d.) ✓ ✓ ✓ ✓ ✓

Share within the internet ecosystem Gain market share Value
Determine umfeld Borgen relevante data en assets Customer profiling (360 degree profile) Optimalization business models Introduction new business models
X

Improve and maintain reputation Increase target group Increase (viral) reach Increase ‘engagement’

What

Determine monitoring Increase ‘brand awareness’ Determine ‘crisis management’ Determine ‘customer care department’ Warranty of innovation

Channel
Facebook Twitter Google+

Level
Follower, Engager, Ambassabor Follower, Engager, Ambassabor Follower, Engager, Ambassabor Consumer Consumer, Customer Consumer, Customer Consumer, Customer Customer Inner circle

Interactie
Listen/Play (consumption) Referral (traffic) Listen/Play (consumption) View/Play (consumption) Download (transaction) Download (transaction) Listen/Play /Download (consumption/transaction) Buy (transaction) Buy (transaction)

Data
Indentification, Interest, Demographics, Reach Identification, Topics, Reach Indentification, Interest, Demographics, Reach Indentification, Preference Indentification, Preference, Customer Value Indentification, Preference, Customer Value Indentification, Preference Indentification, Preference, Customer Value Indentification, Preference, Customer Value

Where

Youtube iTunes Beatport Spotify Eigen domein (shop) Ticketing**

Result Customer segmentation: identification, Marketing data : intérest, preference, sales, topics Value : turn over, brand integration ('advertising'), network- and media- value (size and activity), balance sheet: customer records & customer value
(c) 2012 Denis Doeland / DDMCA | All Rights Reserved | contact: denis.doeland@ddmca.com

Questions ...

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

#DDMCA #Strategy

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