Intro Course Online Sales & Marketing - Part2

And what are they doing online?

In the old days we met each other on the streetnow we call this ‘Social Media’

And what are we doing then?

We,• Communicate• Connect• Collaborate/Co-create• Collect/Categorize• Collective Wisdom• Customize• Create Community

Communicate

• Blogs– Bloggers

– Blog comments

• Podcasts• Video Blogging• Video Sharing• Photo Sharing

BlogsCustomer content - Txt

• Modern version of a ‘dagboek

• ‘Easy to start and cheap

• All can follow what you are up to

• Upload txt, photo, video etc

• All can react by making a note

Podcasts and how they workPod (iPod) + broadcast = Podcast

Podcast of every topic thinkableNumber of Podcast more then all radio stations in the world

Radio stations took 100 years to get to the current number, Podcasts did this in 2 years...

You TubeCustomer content - Video

• Upload your video

• Have the whole world watch

• ..... and get paid for it

• Free, gratis!

• Already over 4,000 look alikes:– Motionbox– Jumpcut– etcetc

Photo sharingCustomer content – Photo’s

• Easy to use

• Cheap to free

• Open or closed

3,567 photo’s uploaded last minute

Connect

• Social networks• Mobile text messaging• Instant messaging/Twitter• Skype

Connect via Facebook, Hyves etc

147,420 members in Holland

34 events next week

359 discussion topics

2125 wall posts

Connect via Digg, Facebook, Hyves etc

147,420 members in Holland

34 events next week

359 discussion topics

2125 wall posts

but facebook is in declining demand

(it’s said that people are getting cautious of sharing material that can be held against them injob interviews or in court)

And besides Digg we haveMixx,

Yahoo starting with a similar thing in March 2008...

Mobile text messaging

from mobile to web

and web to mobile

phone

to

phone

Twittermicro blogging

• Same a a blog• But one can add txt and

photo’s via mobile• Shorter messages• People can follow you, you can

follow others

...by doing so you receive messages in your inbox or by sms whenever a new txt is uploaded

Twitxrphotoblogging

• Twitxr - Like Twitter, With Pictures. Yeah, It’s Photoblogging.

• Posted: 17 Feb 2008 02:46 PM CST

• FON (better known for building a WiFi community) launched Twitxr today through their FON Labs group. Basically, it’s Twitter but allows picture uploads when sending a message (which makes it particularly useful for camera phones). FON founder Martin Varsavsky announced the product on his blog.

• So, yeah, basically it’s a photoblog. You can easily set it up to automatically send your messages to Twitter and Facebook too, though, which is useful. My Twitxr account is here. Here’s an example of a message that was copied over to Twitter. Another feature I like is the fact that you tell it where you are, so location information is included.

• Varsavsky says it’s specially designed for the iPhone, and they’ve created software that makes uploading text and a photo from the iPhone very easy. As a third party application, though, it isn’t officially available for the iPhone. You have to “jailbreak” the phone before you can install their application. It looks like you can’t simply grab a photo that you’ve taken normally from the iPhone, either. You have to initiate the photo through the Twitxr application. The application automatically adds location information to your photos and updates.

• Twitxr is the upteenth variation of Twitter to appear (see Jaiku (acquired by Google), Pownce, etc. One clone has even gone to the deadpool. This isn’t even the first Twitter-variation to include photos - see Zannel . This is something Dave Winer has been working on with his FlickrtoTwitter project as well - which sends links of your new Flickr photos to your Twitter account. And photoblogging is nothing new. So as pretty as Twitxr is, perhaps FON should stick to wifi.

Collaborate/Co-Create

• Wiki’s• Consumer-Generated Media• Open Source Software

– Firefox

– Linux

• Creative co operation• Mash-ups

Consumer generated media

Mash-up

• In technology, a mashup is a web application that combines data from more than one source into a single integrated tool

• An example is the use of cartographic data from Google Maps to add location information to real-estate data from Craigslist, thereby creating a new and distinct web service that was not originally provided by either source.

Combined

Crowdsourcing

• Crowdsourcing may work for Wikipedia, but few commercial companies have figured out how to make it work for them. The basic concept is to get outsiders, preferably customers, to swarm together to design a product or complete some other project.

• ExamplesCrowdsourcing is quickly becoming a crowded field—there’s Innocentive, Cambrian House, the soon-to-launch CrowdSpirit, and Ideablob, to name a few sites. But Ben Kaufman, the CEO of a startup from Burlington, Vermont called Kluster, thinks that what is missing are market-like incentives to motivate contributors and push the best ideas forward.

Collect and Categorize

• Tagging • Social Bookmarking• Search Engines

Tagging, Social Bookmarking, Search Engines

Blue Dot BookmarkSync

del.icio.us Digg Diigo Furl

GiveALink.org Ma.gnolia My Web

Mixx Newsvine

Propeller.com Reddit Simpy SiteBar

StumbleUpon Fark

Social Book marking

Found a person you like or shares the same hobby? See what he or she has recommended

Collective Wisdom

• Rating Sites• Wikipedia• Social News

Wikipedia

What is it?

• A dictionary that is filled by whoever wants to insert their knowledge into this electronic enceclopedia

How does it work?

• Just start and after a while get the status of official author

So what?

• No need to buy expensive ‘Winkeler Prins’

Customization

• RSS• Widgets• Virtual Worlds/Avatars

RSS

What is it?

• RSS is a family of Web Feed formats used to publish often updated content like in blogs, your newspaper site, etc

How does it work?

• An RSS document, which is called a "feed," "web feed," or "channel," contains either a summary of content from an associated web site or the full text.

So what?

• RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually.

Widgets

What is it?

• A handy tool that can be put on your desktop and will give you a direct functionality

How does it work?

• Go to either Yahoo etc. Click ‘widget’ and select what you would like to monitor: Stock prizes, the weather etc

So What?

• No need to surf to a specific website all of the time

• Mostly a nice creative look and feel

Virtual Worlds

Right...so what?

Every Customer is a ....Publisher

....a DJ

....an expert

....a broadcaster

...and editor

... a critic

You Tube films seen more than network video

And it is getting difficult to reach the customer with traditional media

To sum up....

• 70 million weblogs

• About 120,000 new weblogs each day, or... 1.4 new blogs every second

• 3000-7000 new splogs (fake, or spam blogs) created every day

• 1.5 million posts per day, or... 17 posts per second

• Growing from 35 to 75 million blogs took 320 days

• 22 blogs among the top 100 blogs among the top 100 sources linked to in Q4 2006 - up from 12 in the prior quarter

• Japanese the #1 blogging language at 37%

• English second at 33%

• Chinese third at 8%

• Italian fourth at 3%

• Farsi a newcomer in the top 10 at 1%

• English the most even in postings around-the-clock

• Tracking 230 million posts with tags or categories

• 35% of all February 2007 posts used tags

• 2.5 million blogs posted at least one tagged post in February

Buzz words – the Long Tail

Widget marketing

The evolution in buzz words

• Web 1.0– One-way communication

– Pretty postcards

– “brochure-ware”

– Internet is just another channel

– “Corporate-speak”

• Web 2.0– Design : Customers want a rich user experience

– Open source : If you want to get, you gotta give

– Communications : Who will host the conversation?

• Web 3.0– Views on the next stage of the World Wide Web's evolution vary greatly

– Semantic web (in which automated tools can read pages) leading to artificial intelligence

– Increasing Internet connection speeds, leading to super computer powers etc

• People want human interaction• The Internet is NOT just another channel for broadcasting• The conversation went elsewhere

Old 4 P concept

4Ps

Value Creator Customer

New Paradigma

4Ps

Your Product or Service

Customer

Product

Brand

OUT

• Traditional advertising

• Monologue

• Market place

• Classical 4Ps paradigm

Links of Nodes spread your message

NETWORK

A

NETWORK

B

NODE

TRUSTED CHANNEL

If you as a company want to participate in the conversation, you

must acknowledge and facilitate consumer control.

Power of the few

10% influence purchasing behavior of other 90%

...so 91% likely to buy on recommendation

Your reach is wide

You have

11 TO 12

Intimate contacts

150

Social contacts

500 TO 1,000

Weak ties

That wide reach fuel diffusion for a marketer

A network of 100 people

= 4,950 possible links

A network of 1,000 people

= 500,000 possible links

Word of Mouth marketing

• Buzz marketing – Special hook, event, promotion. Aqua Teen Hunger

Force Boston Bomb Scare• Viral marketing

– Branded material, websites, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread. ParkRidge47, Vote Different

• Influencer marketing– Identifying and finding the influencers

• Evangelist marketing– Turning most loyal customers into citizen marketers

• Street marketing– Interacting at popular offline places like Buzz Oven

• Stealth / Undercover marketing– Bree, lonelyGirl15

It’s about Social Behavior

• It’s not about a cheaper product or your idea. Try to change customer behavior.– It’s not about better coffee – it’s about the place

– I am not looking for a ¼” drill bit – I need to make a hole

– It’s not about the hog, it’s about a lifestyle

– It’s not about the sound – it’s about how it makes me feel

– It’s not about the sound – it’s about being hip

– It’s about my space

– It’s about my video

– It’s about my opinion

– It’s about the experience

– It’s about your choices, places, and time

• Examples– Apple, Starbucks, JetBlue, MySpace, Harley-Davidson, Tivo, Stew

Leonard’s, Threadless

Path of the transformation

• Democratization of 4Ps paradigm– Citizen branding– Collective collaboration– Collective risk sharing– Collective product innovation

• Citizen marketers will sell “remarkable” ideas • Innovators should adopt the 1% rule

– If you don’t find the “sneezers” or connectors, the 80/20% rule won’t matter

• Work backwards– Build your brand around your idea first. If the community you are targeting

does not coalesce and rally around the idea, continuing to build the product is irrelevant

• Create your own “blue ocean”– If you play it safe and go by the rules of your industry, value chain, and

business model – you’re dead!– Most industries and markets are saturated and highly concentrated.

New Paradigm

• Sell your idea first• Find your actors (audience) first• Size does not matter• Reduce risk by pushing control out• Value creation increases at the edge• Decentralize authority, process, and IP• Transparency creates value• Truth travels fast• Price alone is not sustainable• Reengineer your value chain

– Skip intermediaries wherever possible

• Reinvent your business models• Change the status quo

Laat me helpen jouw firma op de online ladder te krijgen

Rudolph Regter

Director Cross Media

mail@rudolph.net

rregter@upc.nl

Online sales processAttention, Interest, Desire, Action

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