tsc13 - esther leloux - lbi netherlands
TRANSCRIPT
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CHANGING THE GAME WHAT’S NEXT LBi Netherlands – 14 februari 2013
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HOE VOER JE DE REGIE IN EEN VERANDEREND
SPEELVELD?
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ALLES IS DIGITAL
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TECHNIEK VERANDERT MARKETING
EN COMMUNICATIE
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1993
1997
2006 2008
2007
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LUISTEREN PERSOONLIJK
RELATIES
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HOE VOER JE REGIE IN EEN VERANDEREND
SPEELVELD?
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DIT IS MIJN KLANT…
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TOM MARKETING MANAGER ONLINE
• 30 JAAR
• DIGITAL NATIVE
• 250 VRIENDEN OP FB
• TWITTERT ACTIEF
• HEEFT EEN BLOG EN EEN
MENING
• WIL SCOREN, IS
AMBITIEUS
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DIT IS OOK MIJN KLANT…
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FRANK DE BAAS VAN TOM
• 49 JAAR, COMMUNICATIE
DIRECTEUR
• SUCCESVOL EN
INVLOEDRIJK
• NUL VRIENDEN OP FB
• LEEST HET FD
• BELT EN SMST
• ‘NEVER CHANGE A
WINNING TEAM’
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TOM LIGT SOMS WAKKER
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FRANK SNAPT HET NIET
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AANDACHT MOET JE VERDIENEN
NIETS VERBERGEN, OPEN
GEEN VERSCHIL ON-/OFFLINE
TECHNIEK IS COOL EN CREATIEF
CONSUMENT CENTRAAL
VERWACHT INTERACTIE
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FRANK DENKT ER ANDERS OVER
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MERK IS EEN ZORGVULDIG GEMANIPULEERD ASSOCIATIE NETWERK
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AANDACHT KUN JE KOPEN
MERKREGIE IS CONTROLE
ONLINE IS ‘EEN EXTRA KANAAL’
TECHNIEK IS VOOR NERDS
MERK-ESSENTIE CENTRAAL
DE KRACHT VAN HERHALING
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FRANK EN TOM HEBBEN BEIDE
WAARDEVOLLE KENNIS
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HOE TELT HET OP TOT EEN EIGENTIJDS MERK?
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EEN MODEL
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COMMUNICATIE ZOALS FRANK HET
KENT
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BETAALDE MEDIA
MASSA-COMMUNICATIE
ONDERSCHEIDENDE MERKBELOFTE
RE-CLAMEREN; HARD SCHREEUWEN
BE LOUD
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BETAALDE MEDIA ON- EN OFFLINE
AWARNESS INNOVATIEF BEWIJS
INTRODUCTIE NIEUW PRODUCT/DIENST
BE NEW
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TOM ZOEKT ALTIJD DE DIALOOG
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EMOTIONEEL OF INFORMATIEF
LOS VAN PLATFORM OF NETWERK
DIE RAAKT, WILLEN DELEN
CONTENT, CONTENT, CONTENT
BE LIKEABLE
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• Filmpje invoegen. Zet het er mooi gecentreerd op.
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FUNCTIONEEL
GEKOPPELD AAN DE SOCIALE DIALOOG
DIE IETS TOEVOEGEN AAN JE LEVEN
RELEVANTE SERVICES EN TOOLS
BE USEFUL
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FEEL LIKE A REGULAR EVERYTIME YOU PAY
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REGIE VOER JE VANUIT HET MERK
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BRAND
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VAN MERK ASSOCIATIES NAAR MERK INTERACTIE
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ONDERSCHEIDENDE IDENTITEIT
DOORLOPENDE INTERACTIE
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DE BELANGRIJKSTE VRAAG
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WAT WIL EN KAN HET MERK VOOR MENSEN BETEKENEN?
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BRAND
STUREND MECHANISME MET EEN HOGER DOEL
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IBM Institute for Business Value, CEO Report 2011
“95% of CEO’s surveyed reported that their top priority for the next five
Years is getting closer to their customers”
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BRAND
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FRANK VOOR TOM
EN BEWAAK DE MERKWAARDE
BEGRIJP DE ESSENTIE VAN HET MERK
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TOM VOOR FRANK
DENK VANUIT INTERACTIE
INTEGREER TECHNIEK IN DE STRATEGIE
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HAPPILY EVER AFTER…