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De kracht van Nieuwe Media
Kwaliteitskring Noord Holland • IJmuiden • 14 januari 2010
Of,
wa t moet ik er eigen lijk mee ?
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René van den Bos Erik van der Zijden
Mul;mediaMarke;ng
Gadget
Mar;al Art
MBABSc
Farma industrie
Nieuwe Media
Akzo Nobel
1972
Video AudioTriumph SpiKire
1965
Marke;ngDierenarts
Akzo NobelTheater
Film
Acteren
Muziek
Woonboot
Nieuwe media
Mul;media
Teamplayer
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Advies en
Conceptontwikkeling
NieuweMedia
produc;eTraining enEduca;e
® DigiRedo 2010 • www.digiredo.nl
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Nieuwe Media
Innova;e
Storytelling
® DigiRedo 2010 • www.digiredo.nl
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Wie zijn wij?
Vragen staat vrij
14 uur
16 uur
Back to basicsVeranderende communica;e
Cijfertjes en sta;s;eken
De nieuwe genera;e
De mogelijkheden
Webvideo
Bloggen en microbloggen
Communi;es
Mobile 2.0
Cocrea;e
Business modellen
Komt allen tezamen Synergie van de instrumenten
Coole ontwikkelingen Wat komt er op ons af?
® DigiRedo 2010 • www.digiredo.nl
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De invloed van de Nieuwe Media op het gedrag van de consument wordt schromelijk
overschat
Stelling één
® DigiRedo 2010 • www.digiredo.nl
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Nieuwe Media heeX voor mijn beroepsuitoefening geen toegevoegde waarde
Stelling twee
® DigiRedo 2010 • www.digiredo.nl
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Wat is media eigenlijk?en waar is het van a,ankelijk?
Vraagje
® DigiRedo 2010 • www.digiredo.nl
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Wie zijn wij?14 uur
16 uur
Back to basicsVeranderende communica;e
Cijfertjes en sta;s;eken
De nieuwe genera;e
® DigiRedo 2010 • www.digiredo.nl
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3000commercials/dag
® DigiRedo 2010 • www.digiredo.nl
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86%Nielssen “Trust in AdverDsing’ Report, oktober 2007 ® DigiRedo 2010 • www.digiredo.nl
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78%vertrouwt aanbevelingen van andere consumenten
Nielssen “Trust in AdverDsing’ Report, oktober 2007® DigiRedo 2010 • www.digiredo.nl
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Internet penetra;e
Universal McCann CompariDve Study on Social Media Trends 2009 ® DigiRedo 2010 • www.digiredo.nl
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Internet penetra;e
83%huishoudens in NLheeX breedband
Universal McCann CompariDve Study on Social Media Trends 2009 ® DigiRedo 2010 • www.digiredo.nl
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® DigiRedo 2010 • www.digiredo.nl
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® DigiRedo 2010 • www.digiredo.nl
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It’s the conversa;on, stupid!
® DigiRedo 2010 • www.digiredo.nl
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71%leest blogs
Universal McCann CompariDve Study on Social Media Trends 2009 ® DigiRedo 2010 • www.digiredo.nl
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41%heeX een blog
Universal McCann CompariDve Study on Social Media Trends 2009 ® DigiRedo 2010 • www.digiredo.nl
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plaatst foto’s55%
Universal McCann CompariDve Study on Social Media Trends 2009® DigiRedo 2010 • www.digiredo.nl
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kijkt video83%
Universal McCann CompariDve Study on Social Media Trends 2009 ® DigiRedo 2010 • www.digiredo.nl
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Bijna 4,000,000ar;kelen
® DigiRedo 2010 • www.digiredo.nl
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Revolutie!® DigiRedo 2010 • www.digiredo.nl
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Technology is shiRing power away from the editors, the publishers, the establishment. (..) Now
it’s the people who are taking control.
“”
® DigiRedo 2010 • www.digiredo.nl
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® DigiRedo 2010 • www.digiredo.nl
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digital na;vesvs
digital immigrants
® DigiRedo 2010 • www.digiredo.nl
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.. 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98
.. 44 43 42 41 40 39 38 37 36 35 34 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11
YearAge
digital na;ve
digital immigrant
Iemand die opge
groeid is met digi
tale
technologie, z
oals computers
, internet,
mp3 spelers et
c.
® DigiRedo 2010 • www.digiredo.nl
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Millenials spenderen > 16 uur/week online
® DigiRedo 2010 • www.digiredo.nl
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96% is lid van een sociaal netwerk
® DigiRedo 2010 • www.digiredo.nl
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Gemiddeld 53 online vrienden
Kennissen51%
Hechte vrienden11%
Online vrienden38%
® DigiRedo 2010 • www.digiredo.nl
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www.flickr.com/photos/mareen/200274022/® DigiRedo 2010 • www.digiredo.nl
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www.flickr.com/photos/mareen/200274022/
Blogs FacebookMuziek
E-‐mail
MobielSMS
Skype
IM Twieer
Widgets Wikipedia
YouTubeGaming
® DigiRedo 2010 • www.digiredo.nl
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inhoud
authen;ek
‘engaging’
open
interac;e; connec;e
ontwrichtend
1
Nieuwe Media: kenmerken
2
3
4
5
6
® DigiRedo 2010 • www.digiredo.nl
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Wie zijn wij?
Back to basics
14 uur
16 uur
Veranderende communica;e
Cijfertjes en sta;s;eken
De nieuwe genera;e
® DigiRedo 2010 • www.digiredo.nl
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Wie zijn wij?
Back to basics
14 uur
16 uur
Veranderende communica;e
Cijfertjes en sta;s;eken
De nieuwe genera;e
De mogelijkheden
Webvideo
Bloggen en microbloggen
Communi;es
Mobile 2.0
Cocrea;e
Business modellen
® DigiRedo 2010 • www.digiredo.nl
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Staying informed
Connec;ng
Entertainment
Collabora;on
Calcula;ng Business modellen 2.0
® DigiRedo 2010 • www.digiredo.nl
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online video
® DigiRedo 2010 • www.digiredo.nl
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0%
30%
60%
90%
Wave 1 Sept 06 Wave 2 Juni 07 Wave 3 Mrt 08 Wave 4 Juli 09
Universal McCann CompariDve Study on Social Media Trends 2009
Online video kijkers
® DigiRedo 2010 • www.digiredo.nl
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® DigiRedo 2010 • www.digiredo.nl
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Nielsen RaIng Nov 6-‐12, 2006
> 100.124.086(data 14-‐12-‐09, posted Nov ’06,
3 na best bekeken video op YouTube)
22.3 mln 22.0 mln 20,8 mln
® DigiRedo 2010 • www.digiredo.nl
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® DigiRedo 2010 • www.digiredo.nl
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Link® DigiRedo 2010 • www.digiredo.nl
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Will it blend?
Link® DigiRedo 2010 • www.digiredo.nl
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® DigiRedo 2010 • www.digiredo.nl
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® DigiRedo 2010 • www.digiredo.nl
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Traffic company website 650%
Online sales 500%www.pocket-‐lint.co.uk
® DigiRedo 2010 • www.digiredo.nl
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86%Nielssen “Trust in AdverDsing’ Report, oktober 2007 ® DigiRedo 2010 • www.digiredo.nl
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Voorbeeld van viraal
Link® DigiRedo 2010 • www.digiredo.nl
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Beleving
Par;cipa;e
Engagement
Authen;citeit
® DigiRedo 2010 • www.digiredo.nl
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?® DigiRedo 2010 • www.digiredo.nl
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blogging
® DigiRedo 2010 • www.digiredo.nl
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0%
20%
40%
60%
80%
Wave 1 Sept 06 Wave 2 Juni 07 Wave 3 Mrt 08 Wave 4 Jul 09
blog lezers blog schrijvers
Universal McCann CompariDve Study on Social Media Trends 2009
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200000000 blogsTechnoraD
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+120 000
blogs per dagTechnoraD
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17blogposts per seconde
TechnoraD
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34%
geven hun mening over producten en merken via een blog
www.slideshare.net/mzkagan/what-‐the-‐Z-‐social-‐media
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I just got a new Dell laptop and paid a fortune for the four year, in-‐home service. The machine is a lemon and the service is a lie.......DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell.
““
Jeff Jarvis -‐ BuzzMachine, 25 juni 2005
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Jeff Jarvis begint te bloggen over Dell
Dell stopt met online customer support
Jeff Jarvis’ blog wordt popular
winstwaarschuwing Dell
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>10.000 keer binnen 4 dagen
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Microblogging
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2008
19802 uur 0 sec
Pieper
Mobiel
E-‐mail
Internet
IM
Blogs
RSS
MySpace
Twieer
Me the Media, VINT 2008
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Backchannel
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?
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sociale netwerken & communi;es
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0%
18%
35%
53%
70%
Wave 1 Sept 06 Wave 2 Juni 07 Wave 3 Mrt 08 Wave 4 Jul 09
Universal McCann CompariDve Study on Social Media Trends 2009
Behoort tot een digital sociaal netwerk
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Algemene Interesse Communi;esVirtuele communiDes waar mensen een interesse delen
Vrienden Netwerken & Sociale Communi;esVirtuele communiDes waar het sociale element en profilering is het belangrijkst
Zakelijke Communi;esVirtuele communiDes waar mensen zaken doen
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0 mln
750 mln
1500 mln
2250 mln
3000 mln
Jan 04Feb 05
Mrt 06Apr 07
Nov 07
Jun 08ComScore • Kullin.net
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W3 Model
Waarom ... bestaat de community?
Wie ... gebruikt het?
Wat .. wordt gedeeld?
Broekman MarkeDng Advies ® DigiRedo 2010 • www.digiredo.nl
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Kevin Colleran | Director Na;onal Sales Facebook
hep://www.vimeo.com/1768926
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A & A Global IndustriesA & B TVA & E StoresA & K Earth MoversA & L UndergroundA & M SupplyA A World Class EmbroideryA B C LiquorsA J ManufacturingA J Rose ManufacturingA L LeeA La ModeA Mortgage SolutionA R SandriA Servant’s Heart Senior CareA Zerega’s SonsA&A MaintenanceA&E Television NetworksA-1 Freeman MovingA-1 LimousineA-1 MortgageA-C ElectricA-Ware SoftwareA. Duda & SonsA. M. CastleA. SchulmanA. T. CrossA.G. ConstructionA.G. Edwards & SonsA.T. KearneyAAAAAA Flag & BannerAAA Flooring SourceAAA GalvanizingAAA Life InsuranceAAA Northwest OhioAAMCO TransmissionsAARPABC SeamlessABCMABECOABMABX AirAC TechACCION InternationalACE Cash ExpressACE HardwareACE*COMMACI Building SystemsACNBACOIACR GroupACS TechnologiesACT-1 Personnel ServicesACTON InternationalADC TelecommunicationsADCO ElectricalADDvantage TechnologiesADEADFITECHADICADPADT ConstructionADTRANADVOAEGAEP IndustriesAEPCO
AES Corporation, TheAF EvansAFC EnterprisesAFCO IndustriesAFD Contract FurnitureAFFINAAFS Intercultural ProgramsAG CreditAGL ResourcesAGP & AssociatesAGYAHNTECHAHO ConstructionAIGAIG Amerian GeneralAKA Talent AgencyAKQAALFYALI UKALLETEALZAAMAXAMC EntertainmentAMCORE FinancialAMDAMERIGROUPAMERISAFEAMI SemiconductorAMREPAN DeringerANADIGICSAON CorporationAPACAPC PaperAPCO WorldwideAPWU Health PlanAQMAR ElectronicsARAMARKARCS Commercial MortgageARELCOASCAPASE EdgeASI SportswearASPCAASTAT&TATMATS MedicalATSIAVXAWNAXA AdvisorsAYSAacoaAakash ChemicalsAames Home LoanAaronAaron IndustriesAaron Overhead DoorAbacusAbacus Federal Savings BankAbaxisAbbitt RealtyAbbott HouseAbbott LaboratoriesAbbyland FoodsAbebooksAbell
Abercrombie & FitchAbercrombie & KentAberdeen American NewsAberdeen GroupAbilities Of Northwest JerseyAbility CenterAble LaboratoriesAbleco FinanceAbn AmroAbode, TheAboutAbrasive TechnologyAcBel PolytechAcademy Bus ToursAcademy CarpetAcademy FordAcademy Sports & OutdoorsAcademy of Motion Picture Arts and SciencesAcadia Realty TrustAcadian Ambulance ServiceAcadiana DodgeAccel PartnersAccela CommunicationsAccelrysAccent PlasticsAccentureAccess Direct SystemsAccess GroupAccess IntelligenceAccess IntelligenceAccess ServicesAccess TCAAccess Worldwide CommunicationsAccredited Home LendersAccretive SolutionsAccu TechAccuQuoteAccucolor LabsAccurate CommunicationsAccurate Metal FabricatorsAccurate Staffing ConsultantsAccutrex ProductsAccuweatherAce Beauty SupplyAce Clearwater EnterprisesAce ElectricAce Mortgage FundingAce Relocation SystemsAcepex ManagementAchieve GlobalAchievoAcme Building MaintenanceAcme BusAcme FoundryAcme RefiningAcme ScrewAcme Truck Parts & EquipmentAcme-MonacoAcostaAcousticaAcousticsAcres EnterprisesAcro IndustriesAcroPowerAct of Class RelocationActelAction Against HungerAction Embroidery
Action ExpressAction For A Better CommunityActiontec ElectronicsActivant SolutionsActive Marketing GroupActive ServicesActivisionActuateAcura of MemphisAcura of OmahaAcura of Orange ParkAcura of SalemAcura of SpringfieldAcurianAcxiom CorporationAdBriteAdam Aircraft IndustriesAdams Brothers ProduceAdams County Memorial HospitalAdams Fairacre FarmsAdams GolfAdams RemcoAdams Respiratory TherapeuticsAdaptecAdbustersAdcahb Medical CoverageAdcareAdchemAdco CircuitsAddiction Research & TreatmentAdelphiaAdelphoi VillageAdept TechnologyAdhesives ResearchAdirondack TrustAdlibAdlinAdmar SupplyAdministrative ResourcesAdministrative SolutionsAdmiral HomesAdobeAdolfson & PetersonAdolorAdolph GasserAdonel Concrete Pumping & FinishingAdray CameraAdriel SchoolAdtechAdult Continuing EducationAdvance AmericaAdvance Paper BoxAdvanced ArenasAdvanced CircuitsAdvanced Cleanup TechnologiesAdvanced Currency MarketsAdvanced Energy IndustriesAdvanced Health MediaAdvanced Laser ClinicsAdvanced Medical InstituteAdvanced PhotonixAdvanced Radiology ServicesAdvanced Response SystemsAdvanced ScientificsAdvanced Systems TechnologyAdvanced Tech SecurityAdvanced Technology ServicesAdvanciaAdvanstar Communications
Advantage BMWAdvantage ChevroletAdvantage Consulting ServicesAdvantage FundingAdvantage HomesAdvantage Nursing ServicesAdvantage PersonnelAdvent Christian VillageAdventNetAdventure Medical KitsAdventure MortgageAdventure SportsAdventureland ParkAdvertisers PressAdvertising Council, TheAdvertising Specialty InstituteAdvertising.comAdvisory Board Company, TheAdvisory Board, TheAdvisory Council on HistoricAdvocate Health CareAdvocates For YouthAedc Federal Credit UnionAegis CommunicationsAegis Communications GroupAegis Medical SystemsAegis Technologies, TheAero ControlsAeroflexAerogroundAeropostaleAerosolesAerotek Staffing AgencyAerovironmentAerovoxAerwav Integration ServicesAesthetiCUREAetnaAfa Protective SystemsAffiliated Computer ServicesAffiliated EngineersAffiliated Foods SouthwestAffinitasAffinity BankAffinity GroupAffinity LogisticsAffirmative Insurance HoldingsAffirmedAffordable Auto GlassAffordable Interior SystemsAffordable PortablesAffordable Windows & DoorsAffymetrixAfl Maintenance GroupAflacAfrican Development FoundationAfricareAftercare Nursing ServicesAgbayani ConstructionAgency for International Development (USAID)Agency.comAgetecAgile SoftwareAgilent TechnologiesAglandAgri BeefAgricultural & Labor Program, TheAgriliance
Agsouth Farm CreditAgua Dulce VineyardsAifsAiken ElectricAilAimcoAimnet SolutionsAir CanadaAir Cargo CarriersAir Courier DispatchAir FranceAir GeneralAir MethodsAir New ZealandAir Terminal GiftsAir To GroundAir2WebAirTran HoldingsAirborne CapitalAircraft Technical PublishersAirgo NetworksAirimba WirelessAirline HydraulicsAirlite PlasticsAirport ConnectionsAirport Fast ParkAirport PropertyAirtechnicsAjax BuildingAjax Metal ProcessingAjilonAkamai TechnologiesAker Kvaerner E&CAkimbo Systems, Inc.Akins FordAkonix SystemsAkron Art MuseumAkron FoundryAkron Porcelain & Plastics, TheAkron Tractor & EquipmentAkropolisAl Deeby DodgeAl Meyer FordAlabama Central Credit UnionAlabama Farmers CooperativeAlabama Motor ExpressAlabama National BanCorporationAlacare Home Health & HospiceAladdinAlain Pinel RealtorsAlameda County Water DistrictAlamo GroupAlan Taylor CommunicationsAlarm OneAlaska AirAlaska Communications SystemsAlaska MechanicalAlaska NationalAlaska Native Tribal Health ConsortiumAlaska RailroadAlaskan FurAlbericiAlbert C KobayashiAlbertson’sAlc EnvironmentalAlcatelAlco IndustriesAlco ParkingAlco Plastics
21,655 bedrijven
hap://www.insidefacebook.com/complete-‐list-‐of-‐21655-‐companies-‐on-‐facebook/
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5,000,000 leden
#1 website in Nederland
Sta;s;eken
Oploaden CV
Bedrijven Hyves starten
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Wees voorz
ich;g
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De toekomst van Sociale Netwerken?
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mobiel 2.0
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Mobile 1.0
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Mobile 2.0
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Mobile 2.0
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100000000 Apps beschikbaar
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3000000000Apps downloads
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Trein
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Hyves
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Twieer
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Sleep Cycle
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De toekomst is dichterbij dan je denkt® DigiRedo 2010 • www.digiredo.nl
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Augmented Reality op de mobiel
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MAM
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Cocrea;e
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Wat waren de produc;ekosten van deze clip?
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?® DigiRedo 2010 • www.digiredo.nl
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Wie zijn wij?
Back to basics
De mogelijkheden
14 uur
16 uur
Veranderende communica;e
Cijfertjes en sta;s;eken
De nieuwe genera;e
Webvideo
Bloggen en microbloggen
Communi;es
Mobile 2.0
Cocrea;e
Business modellen
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Wie zijn wij?
Back to basics
De mogelijkheden
14 uur
16 uur
Veranderende communica;e
Cijfertjes en sta;s;eken
De nieuwe genera;e
Webvideo
Bloggen en microbloggen
Communi;es
Mobile 2.0
Cocrea;e
Business modellen
Komt allen tezamen Synergie van de instrumenten
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blog
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webvideo’s
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community, cocrea;e
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Facebook, Twieer
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Wie zijn wij?
Back to basics
De mogelijkheden
Komt allen tezamen
14 uur
16 uur
Veranderende communica;e
Cijfertjes en sta;s;eken
De nieuwe genera;e
Webvideo
Bloggen en microbloggen
Communi;es
Mobile 2.0
Cocrea;e
Business modellen
Synergie van de instrumenten
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Wie zijn wij?
Back to basics
De mogelijkheden
Komt allen tezamen
14 uur
16 uur
Veranderende communica;e
Cijfertjes en sta;s;eken
De nieuwe genera;e
Webvideo
Bloggen en microbloggen
Communi;es
Mobile 2.0
Cocrea;e
Business modellen
Synergie van de instrumenten
Coole ontwikkelingen Wat komt er op ons af?
® DigiRedo 2010 • www.digiredo.nl
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Toekomst
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Internet 3.0Een reis naar de toekomst van het internet
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Dit is Tim
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En Tim zoekt een broek
Jeans
Ook cool
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Dus Tim bestelt zijn favoriete merk jeans online
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Helaas Tim
OOS
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Slim internet
backorder
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Tim wandelt in de stad
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Met z’n iPhone
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Tim’s iPhone is übercool
Want Tim’s iPhone weet waar ‘ie is
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Tim komt in de buurt van een Jeanstore
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Met zijn favoriete jeans op voorraad
Dat weet het internet
Slim internet
+
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Aha! Denkt het internet
Tim wil jeans en bestelt online wat niet lukt® DigiRedo 2010 • www.digiredo.nl
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Aha! Denkt het internet
Nu is Tim van een Jeanstoreop 300 m afstand met de jeans® DigiRedo 2010 • www.digiredo.nl
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‘Hallo Tim!’
Hallo Tim!
zegt z’n iPhone
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‘Zeg, die jeans die jij besteld had’
Zeg, die jeans die jij besteld had
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‘zijn verderop wel leverbaar’
zijn verderop wel lever-
baar
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‘Wil je daar naar toe?’
Wil je daar naar toe?
OK Cancel
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‘Kom, laat ik je de weg wijzen’
Na 100 meter rechts
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Tim koopt z’n jeans
Tim is blij
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Het internet weet dat
En cancelled zijn order online
Jammer Amazon
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SensoringBiometrics
LifestreamingImage RecognitionAugmented Reality
Mobile Connected GamesLocation-based Social Media
Retail Proximity Media Consumption ® DigiRedo 2010 • www.digiredo.nl
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eople
bjec;ves
trategy
echnology
4 stappen naar Social Media implementa;e
POST
® DigiRedo 2010 • www.digiredo.nl As explained in The Groundswell, Charlene Li and Josh Bernoff -‐ Forrester Research
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Ik begrijp beter wat Nieuwe Media voor mij kan
betekenen.
Laatste stelling
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Social MediaSoci
al Media
is here to
stay!
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Social MediaLuister
Doe mee
Experimenteer intern
Wees betrokken en authen;ek
Het gaat om de mens en niet de techniek
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www.slideshare.com
digiredo.wordpress.com
Presenta;e
Uitslag
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[email protected]`er: renedigiredo
[email protected]`er: erikdigiredo
www.digiredo.nldigiredo.wordpress.com
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