john kivit - shareforce - trema - social, local, mobile
DESCRIPTION
Presentation about social, local and mobile (SOLOMO) with plenty of stats and cases. The SOLOMO concept is important for marketeers that want to reach consumers in a modern society. This presentation was created for the Trema network on November 19, 2013. Trema is a network of marketeers in foodservice. http://www.trema-netwerk.nl/TRANSCRIPT
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Hoe bouw ik een mobiele app?
Trema
John Kivit
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Trema
50%NERD
50%MARKETEER
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Trema
SHAREFORCE
Mobile apps
iPhone, iPad, Android
Web apps
PHP, Drupal, HTML5, CSS3
Services
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Trema
Features Sketch Budget (*) Choices Plan
Design Platform Development Testing Production
Introduction Marketing Analyze Evaluate Promotion
Idea Need (*) Concept Pioneer
SHAREFORCE
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Trema
SHAREFORCE People
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Cases SHAREFORCE
Trema
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Trema
WTF!New media?
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Trema
1991
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Trema
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Trema
Media evolutie
krant radio televisie internet mobile
1800
1920
1950
19902005
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Trema
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Trema
Technologie
Consument
Marketing
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Trema
Drijvende krachten
SOLOMO
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Trema
A. Wie heeft er gisteren iets op Twitter of Facebook geplaatst?
Inventarisatie
C. Wie heeft een tool voor social media monitoring in gebruik?
B. Wie heeft er geïnvesteerd in een app?
D. Wie heeft er al eens een Google Glass geprobeerd?
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Hoe bouw ik een mobiele app?
m-commercesmartphonetablet apps responsive
MOBIEL
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Trema
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41%
59%
Smartphone
61%
39%
Tablet
Source: Multiscope / The Netherlands / March 2013 / N = 1.012
Yes No Yes No
Trema
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Trema
Source: Multiscope / The Netherlands / March 2013 / N = 1.012
0%
10%
20%
30%
40%
50%
Samsung Apple HTC Nokia Blackberry Sony Ericsson Other
7%4%
6%9%
13%
20%
41%
Smartphone - merk
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Source: Multiscope / The Netherlands / March 2013 / N = 1.012
0%
10%
20%
30%
40%
50%
60%
Apple Samsung Asus Sony Google Acer Archos Other
13%
2%2%2%2%5%
23%
51%
Tablet - merk
Trema
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Trema
Tablets are taking over
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Hoe bouw ik een mobiele app?
m-commercesmartphonetablet apps responsive
MOBIEL
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FACTS Appstores: downloads
Trema
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FACTS Appstores: size
Trema
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Trema
“Apps are traps” ( Mashable )
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Trema
“... or specifically, time and money pits if you don't know where you are going”
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1. Raak een snaar (Solve a problem, remove friction, satisfy a need)
2. Kies een niche (Get big, get niche or get lost)
3. Zorg voor magische kracht (Wat zijn je usp's)
4. Ken je voorbeelden (Best practices)
5. Stel prioriteiten (Moscow model)
6. Begin klein (Release early, release often)
7. Hou het eenvoudig (Don't make me think)
8. Motiveer gebruikers (Gamification, Behavioral game theory)
9. Maak het deelbaar (Viraal effect)
10. Spreid je budget (50% productie, 50% marketing)
10 tips
Trema
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Remember the 90’s? (iOS 5 = 8%, iOS 4 = 13%)
We built websites: nobody visitedOnline marketing was the solution
Now we build apps: nobody downloadsFocus on app store optimization(iOS 5 = 8%, iOS 4 = 13%)
Trema
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Appstores: app discovery
Trema
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You have to know ASOApp Store Optimization
Trema
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Trema
Top 250 - gratis iPhone apps
79 94 112 128
148 159 179 224
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Hoe bouw ik een mobiele app?
m-commercesmartphonetablet apps responsive
MOBIEL
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Trema
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Werkt het op ieder scherm?
Trema
Responsive design
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source: testbeeld.nl
Trema
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Van der Valk
Desktop Tablet
Smartphone
Trema
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Booking.com
Desktop Tablet
Smartphone
Trema
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Hoe bouw ik een mobiele app?
m-commercesmartphonetablet apps responsive
MOBIEL
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1,2 miljard
tablet + smartphone
53% groeiTrema
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0
2
4
6
8
10
12
Omzet (miljard)
1,2
10,5
In perspectief
E-commerce
M-commerce
11%
Bron: Thuiswinkel.org / Blauw Research
Trema
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Aantal mobiele kopers
Bron: Thuiswinkel.org / Blauw Research
Trema
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63%
Bron: Thuiswinkel.org / Blauw Research
Trema
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“Er is sprake van een conversiedrempel”
Mobiel:
• > 20% van bezoeken
• 11% van bestellingen
Trema
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> 1 miljoen bioscoopkaartjes mobiel verkocht
Trema
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3 miljard omzet wereldwijd in mobiele hotel boekingen (2012)
Trema
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Hoe bouw ik een mobiele app?
advertisingnetworks presence service
SOCIAL
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Trema
via @digitalblonde
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Trema
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Trema
“Ignoring social media is like ignoring your customers”
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Trema
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Trema
tekst
Like=
Permissie
storytelling
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Trema
Gericht adverteren
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Trema
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Trema
Twitter webcare
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Trema
Snelle reactie nodig
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Trema
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Hoe bouw ik een mobiele app?
search checkin maps
LOCAL
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Trema
“50% of Mobile Search Is Local”
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Trema
Checkins
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Trema
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Trema
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Trema
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Trema
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Hoe bouw ik een mobiele app?
GoogleGlass NFC Quantified
Self
TOEKOMST
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Trema
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Trema
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Trema
Picture in picture for real life
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Trema
Near Field Communication
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Trema
Quantified self
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Hoe bouw ik een mobiele app?
Contact
John Kivit 06-55745256
[email protected]/in/jkivit
@jkivit
www.shareforce.eu www.facebook.com/shareforce.eu