de verdergaande digitalisering van festivals en evenementen
DESCRIPTION
Paaspop 2013 wordt voorafgegaan door een seminar over de 'digitalisering van evenementen'. Het evenement is onderdeel van een bredere samenwerking tussen Paaspop Events en Fontys Academy for Creative Industries. Het nieuwe verdienmodel voor festivals en evenementen, lees en leer ...TRANSCRIPT
De verdergaande digitalisering van evenementen ...Wat betekent het en wat moet je doen?
Fanship, Conversie en Waarde(c) 2013 DDMCA/Denis Doeland | All rights reserved | contact: [email protected]
✓ 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/Cosmetica - Marlies Dekkers, Herome๏ Non-profit - Giro 555, JoinFeedback๏ Entertainment - 22Tracks, Armada Music, Dance Therapy, 2 Dutch, B2S, Extended Music, 8ball
Music, Challenge Records International, JunkieXL๏ Sport - Eurosport๏ Food & Beverage - Go Fast๏ HR - Werk en IK, HRMatches, Whoopaa
Even voorstellen ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Papers en boek ...
Begrijpen van het internet ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Sources: internetworldstats.com | eMarketer.com | go-gulf.com
Internet Users
Social Media Users
Smart Phones 1.1B
1.3B
2.4BInternet facts
Summary
✓ Out of the 5 billion mobile phone users in the world, 1.08 billion are smartphone users
✓ More than 91.4 million smartphones users are from the U.S
✓ Smartphone platform Android has the highest market share of 46.9%
✓ 89% of smartphone users use their smart phones throughout the day
✓ 92% of smartphone users use their smartphone to send text messages to other phones. Whereas, 84% of users use their smartphones for browsing the internet
✓ The age group of 25-34 has the highest smartphone penetration rate of 62%
✓ 50% of Android Smartphones and 43% of Apple iPhone users are younger than 34 Years.
✓ 53% of smartphone users are male and 47% are female
✓ 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
✓ Downloading applications is the most popular data usage activity for smartphone users
✓ Singapore has the highest smartphone penetration rate in world, which is 54%
Mobile 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 Facts
✓ In 2012, 63.2% of internet users 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.
✓ The US is still by far the leader in 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.
✓ There will be 1.43 billion social network users in 2012, a 19.2% increase over 2011
Social Media 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.
Various Facts
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Internet landschap
Internet landschap
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✓ ‘Long tail’ van netwerken✓ 200 a 300 netwerken✓ Verschillende segmenten/functies✓ Geografisch bepaald✓ Aanwezigheid vereist
Strategie ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Fans en klanten willen graag gezien en gehoord worden. Dialoog is hierbij het toverwoord. De fan, de klant wil als ‘koning’ behandeld worden. Het maken van de daadwerkelijke connectie en het
‘praten’ met de fan of klant is hetgeen waar het over gaat.
De ontwikkeling van het internet en (mobiele) apparaten resulteert in veranderend gedrag en invloed van de doelgroep ten aanzien van bewustzijn van en voorkeur voor merken, producten en
diensten.
De verregaande digitalisering en de distributie van content een revolutie tot stand heeft gebracht met daaraan
(nieuw) gekoppelde business- en waardemodellen voor merken, producten en diensten.
Waarom?
Internet kent 3 pijlers ...
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Internetstrategie3 pijlers
✓ Umfeld✓ Vindbaarheid✓ Waarde
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Umfeld (Ecosysteem)
Eigen domein
Eigen sociale
netwerken
Derdendomein + sociale
netwerken
Gehele speelveld isinternet
Wordt in zijn geheel geindexeerd
door zoekmachines
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De praktijk ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Internet is eigenlijk een ecosysteem. Een ecosysteem dat bestaat uit een gemeenschap die online verbonden is, gevormd door eindgebruikers, ontwikkelaars, leveranciers en distributeurs. Zij gebruiken elkaars sterke punten, vullen aan en versterken elkaar, om samen waarde te creëren voor andere eindgebruikers (bijvoorbeeld: klanten of fans).
Als bedrijf, organisatie of merk dien je deel uit te maken van het gehele internet-ecosysteem. Te meer wanneer je meer kans wil maken op omarming door de eindgebruiker oftewel de (toekomstige) fan of klant. Daarnaast dien je je als bedrijf, organisatie of merk te beseffen dat je bestaat door content (intellectueel eigendom) en dat je functionaliteit aanbiedt en data bent. De content wordt gedistribueerd via de diverse gebruikersinterfaces van het web, de sociale kanalen, de (mobiele) app’s en de open API’s oftewel interfaces waar ontwikkelaars zelf functionaliteiten op kunnen ontwikkelen.
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Ecosysteem ...
‘Paper: Het internet ecosysteem? (Denis Doeland)’
Ecosysteem
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Time independentLocation independent
Device independent
*Graphic by Fred Cavazza
Own domain Interface
Push & Pull
User is in control
Meten = Weten ...Business Intelligence
is heilig ...
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Infograph Lowlands 2011 (-7 days)Keywords used Lowlands, Lowlands Festival, LL11
(c) 2011 - DDMCA - All Rights Reserved - contact: [email protected]
Leer je klant of fan kennen ...
Wie heeft er invloed in jouw netwerk ....
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Beinvloeders
Web
SocialDatabase
= influencer
less
less
less
lessmost
most
MediumInfluencial
HighInfluencial
LessInfluencial
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Data is het nieuwe goud ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
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
Brand Monitoring & Optimization
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Prestatie-factoren vaststellen (KPI)
✓ Followers✓ Fans✓ Connections✓ Mentions✓ Reach✓ Bookmarks✓ Inbound links✓ Subscribers
Distribution
✓ Retweets✓ Forwarding✓ Sharing✓ Comments✓ Like or Rate✓ Reviews✓ Contributors✓ Page views✓ Unique visitors✓ Traffic generated✓ Time on site✓ Response time
Interaction Influence ROI/ROE Internal
✓ 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
✓ Posts✓ E-books✓ Presentations✓ Videos✓ Photos✓ Updates✓ Tweets✓ Forum posts✓ Marketing budget✓ Staff payroll✓ Development costs
✓ Conversation✓ Net Promoter✓ Satisfaction✓ Sentiment✓ Evangelists
What is the output of your team? How’s your team performing?How many sales and results do you get? What will
be the cost of specific interaction?
How does sentiment change due to the activities? Are your fans and followers satisfied about brand, service or product?
How likely are followers going to engage? Is your message spread around? Do your fans and followers interact with each other?
What channels are you using? How can people reach you? Are you visible?
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.
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Samengevat ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Online Reputatie5 aspecten belangrijk
✓ Website✓ Zoekmachines✓ Blogs / Fora✓ Social Media✓ Content
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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
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Silo’s ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
“Het is dan ook schrijnend om te zien dat sociale kanalen nog steeds geïsoleerd 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 efficiëntie 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 technologieën vaak het meest efficiënt 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 bedrijfsprocessen worden enkel begrensd door de vragen die men stelt en de mate waarin men buiten de lijntjes van de silo’s kan kleuren.”
J-P De Clerck | @Conversionation
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
De praktijk ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Silos in het internet ecosysteem
Databases van derden
✓ Spotify, Rdio, Deezer e.d.✓ Google Music, Amazon Cloud e.d.
‘Er bestaat geen relatie tussen de verschillende databases binnen
het internet ecosysteem van’
‘Er is niemand die goed inzicht heeft en dagelijks het ecosysteem
overziet of inzet bij’
Website
Youtube
Google+
App
Websiteaanverwanten*
* = primaire kanalen, de secundaire kanalen dienen separaat in kaart te worden gebracht (denk hierbij aan Vimeo, Pinterest, Plancast of lokaal zoals Hyves e.d.) (c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Orde in het internet ecosysteem
‘Single Sign On zorgt er voor
dat alle data van fans kan verwerken’
‘Connectie is de heilige graal’
DB‘bedrijfswaarde’
* = 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
Databases van derden
✓ Spotify, Rdio, Deezer e.d.✓ Google Music, Amazon Cloud e.d.
Website YoutubeTwitterFacebook Google+ AppWebsite aanverwanten
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Belangrijk ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
IE =
King =
Fan =
Data =
Waarde
“Waardecreatie bij content (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.”
Waardecreatie
Definitie
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
✓ 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
Hoe?
Hoe werkt het?
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Investeren in fansFan = King = Data
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Ontwikkeling
Beheerder
Exploitanten
Distributie
IntellectueelEigendom
Fans
Data
Distributie
Data
Inzicht ...
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De praktijk ...
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The Valuation of DataWhat’s the financial value of a festival brand?
Fanship, Conversion, Value(c) 2013 DDMCA/Denis Doeland | All rights reserved | contact: [email protected]
(c) 2013 Denis Doeland / Pim van Berkel / DDMCA | All Rights Reserved | contact: [email protected]
Numbers ...
6th of March 2013
‣ Assumptions Friends and Followers of 10 Festivals (Friends and followers data provided by Rankingz).‣ With the valuation of the festivals in this report the following assumptions have been used of 20% of the
standard profile with the collection of data, a 25% catch ratio and a churn rate of 15% via the networks of Facebook, Twitter, Youtube and Google+.
(c) 2013 Denis Doeland / Pim van Berkel / DDMCA | All Rights Reserved | contact: [email protected]
Value ...
6th of March 2013
‣Mainly, the basic information available is looked at. Name, address, town/city of residence, telephone number and e-mail address. Can these people be reached and will they allow this via the same social media? If a comprehensive profile can be gathered from the connection, this will result in a standard value.‣ The interest data could be retrieved from the conversation and interactions of fans in the various networks, this will result in additional value.
‣ Assumptions: Friends and Followers of 10 Festivals (Data provided by Rankingz).
‣ First, the basic information available is looked at. Name, address, town/city of residence, telephone number and e-mail address. Can these people be reached and will they allow this via the same social media? If a comprehensive profile can be gathered from the connection, this will result in a standard value.
‣ The standard value is an average of what the market is willing to spend to purchase data based on the rates of the normal traditional marketing data suppliers. The standard value is now formed in its own ecosystem. With the standard profiles, overlaps are eliminated and also the fact people stop following a festival will be kept in mind, the so-called “churn rate” or “quitters”.
‣ With the valuation of the festivals in this report the following assumptions have been used of 20% of the standard profile with the collection of data, a 25% catch ratio and a churn rate of 15% via the networks of Facebook and Twitter.
‣ Since the valuation is just an example and based on an estimate DDMCA and Performance & Investment Management (PIM) will not be liable in respect of any business losses, including without limitation loss of or damage to profits, income, revenue, business, contracts, commercial opportunities or goodwill.
Assumptions & Miscellaneous...
(c) 2013 Denis Doeland / Pim van Berkel / DDMCA | All Rights Reserved | contact: [email protected] of March 2013
Dus ...
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Wat nu te doen ...
✓ Bedrijfstrategie✓ Internetstrategie✓ Contentstrategie✓ Releasestrategie
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Wat nu te doen ...
✓ Landschap ordenen✓ Website(s) inrichten✓ Content maken✓ Connectie maken✓ Dialoog aangaan✓ Data opslaan
(c) 2013 Denis Doeland / DDMCA | All Rights Reserved | contact: [email protected]
Denis DoelandManagement, Consultancy & Advies
P: +31 20 4272880M: +31 6 13520250
E: [email protected]: linkedin.com/in/denisdoeland
T: @denisdoelandW: denisdoeland.com
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Vragen, opmerkingen of contact ...