trends in customer media nov 2011
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LOOK TO YOUR CONTENT STRATEGY THROUGH THE EYES
OF YOUR CUSTOMERS
A single view of content
Sak van den Boom nov 2011
A single view of content
Wat zijn de grote trends van dit moment binnen
communicatie/customer media?
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Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.
Sak van den Boom nov 2011
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The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
THNX to Joe Pulizzi JUNTA42
Sak van den Boom nov 2011
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Wat doet content voor je brand?Wat doet content voor sales?Wat is ROI van content?
Sak van den Boom nov 2011
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Sak van den Boom nov 2011
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Sak van den Boom nov 2011
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Sak van den Boom nov 2011
Onze doelgroep zijn millennials, geboren in post-internet-wereld. speel in op hun behoefte wees niet conventioneel F-factor is essentieel, speel daar op in geef ze ownership over je
communicatie zorg voor verrassing
wees overal
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mobiele commerciemobiele webmobiele apps
Sak van den Boom nov 2011
Winkelen zonder assortiment, mét mobiel
Tot het einde van het jaar kunnen reizigers op vier metrostations boodschappen via hun mobiele telefoon.
http://www.youtube.com/watch?feature=player_embedded&v=g6lXxfXzkAo#
!
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mobile webmakkelijk toegankelijksnelle contentsterk gefocust
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Less is more: segmenteer
Gamification & funability
Wees actief betrokken op Social Media
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Apps maken het eindelijk mogelijk
voor consumenten om op elke plek, op elk moment alle info te krijgen die zij wensen.
Unieke kansen voor retail
Sak van den Boom nov 2011
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Sak van den Boom nov 2011
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groei apps voor tabletsbrands worden media-eigenaarmet rijke, social connected content
shoppable contentmagazine look alikes
http://www.momversation.com/videos/ultimate-fall-luxuries
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http://www.zazuminc.com/
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Sak van den Boom nov 2011
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channel creep – voortdurend
wisselend landschap van kanalen die
allemaal open staanprint, email, social media, mobile apps, tablet apps
cross channel contentstrategieSak van den Boom nov 2011
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Sak van den Boom nov 2011 http://www.tesco.com
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Sak van den Boom nov 2011 http://www.brandsponsor.co.uk/
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PaidownedearnedCustomerfan
F-Factor (friends, fans&followers)
bepalend bij veel beslissingen.
Sak van den Boom nov 2011
http://www.facebook.com/redbull?sk=wall
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Paid = bought = media agencies kopen ruimteOwned = brand own magazines, website, appsEarned = facebook – twitter (content is published on other platforms, because content is good and relevant
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Retailwebsites worden verrijkt met
contentRetailwebsites brengen printmagazines uit
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Sak van den Boom nov 2011 http://www.asos.com/Women/Magazine/Womens-Magazine-Asos/Cat/pgehtml.aspx?cid=6200&r=2
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Sak van den Boom nov 2011
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Sak van den Boom nov 2011 http://www.net-a-porter.com/intl/videoHome.nap
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Sak van den Boom nov 2011 http://www.net-a-porter.com/intl/videoHome.nap
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Sak van den Boom nov 2011
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Data-analysePersonaliseren van de contentAanbiedingROI
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‘recommerce’ – recyclen van spullen
‘recommerce’ – recyclen van content!
‘cash-less’ – dienst versus wederdienst!
‘crowdsourcing’ - hyperdistributie
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kwaliteit - relevantiepotentie - waardevoleenvoud - focusvertrouwen - ewom
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Sak van den Boom nov 2011 http://mijnpal4.nl/uitleg/profielen-help
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Sak van den Boom nov 2011
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ROA
Return on attentionMinder werken – meer vrije tijdMerken moeten klanten meer
aandacht geven
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Social curated magazinesSocial curated apps
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paper.li: related articles found through
TwitterStorify: write your own wordsPinterested: visual pics (by invitation)Flipboard: personalised magazine iPadZite: personalised magazine iPad
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Sak van den Boom nov 2011 http://www.scoop.it/t/real-time-news-curation
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Sak van den Boom nov 2011 http://paper.li/sakvandenboom
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Sak van den Boom nov 2011 http://www.storify.com
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Sak van den Boom nov 2011 http://www.printerest.com
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Sak van den Boom nov 2011
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Connected tv - convergentie van televisie en internetiPad als remotecontrolqr-codesdigital watermarking
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Content is boardroom issue
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Van 12 naar 4 keer
ezine and emails met links
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“People are trying to change their lives without going through the mediation of politics. It’s a new economic culture, a culture of Do-It-Yourself, Organize-It-Yourself and don’t give up the value of your life for the value of your stocks, because the value of your life you control, the value of your stocks you don’t control and is highly uncertain. So this is the new process of change emerging in societies around the world.”
Spaanse socioloog Manuel Castells over de crisis.
Sak van den Boom nov 2011
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Nieuwe technologie wordt (eindelijk) meer middel dan doel.
De vraag naar maatschappelijk verbonden ondernemingen wordt groter.
Consument zijn (nog steeds) ‘mensen’ en willen als zodanig behandeld worden.
Sak van den Boom nov 2011
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THNX
http://www.luxurydaily.com/barneys-emphasizes-malleable-new-york-personalities-through-catalog/
Barneys New York will issue a two-part luxury catalog featuring stories of real New Yorkers including models, actors and musicians, whose styles and tales lend the brand an edgy, urban feel.
http://www.modernmom.com/
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