NIMA Congres - The Case 2010
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COMPANY 2010
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HEADQUARTERS AMSTERDAM
COMPANY PROFILE
• ID&T & SENSATION & Q-DANCE
• COMPANY FOUNDED IN 1992
• 80 EMPLOYEES
• 45 EVENTS A YEAR
• 800.000 VISITORS A YEAR
•TICKETS, FOOD &
BEVERAGES, SPONSORING,
MERCHANDISE, TRAVEL,
CONTENT
• 50 MILLION TURNOVER
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HEADQUARTERS AMSTERDAM
AWARDS
• GERMANY: BEST NEW STYLE EVENT OF THE YEAR
• DENMARK: BEST CLUB EVENT BY DANISH DJ AWARDS
• AUSTRALIA: BEST EVENT VICTORIA AWARD
• BRAZIL: BEST ELECTRONIC EVENT OF THE YEAR 2009
• WORLD’S BEST PROMOTER MIAMI WINTER MUSIC CONFERENCE 2007, 2008 & 2009
• NETHERLANDS: MARKETING COMPANY OF THE YEAR 2009
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HOME MARKET NETHERLANDS
MissionStatement:
Impact human consciousness
positively.
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HOME MARKET NETHERLANDS
Big events60.000
Small events5.000
Energetic MusicHigh BPMYouthHeavy users
Mainstream Music
Low BPMYoung adults
Light users
OTHER ACTIVITIES
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online experience
an online insight & experience
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Rol van content?
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Content = King‘The foundation of any successful website
is engaging the user through quality content development.’
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Welke contentis relevant?
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informatie
muziek
foto
video
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Hoe werkt online?
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Online = Mechanisme
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content
beheren
benaderen
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Hoe contentte ontsluiten?
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Informatie via berichten op site, e-mail, feed of stream
Muziek via downloads, feed of stream
Foto’s via site, feed of stream
Videos via site,downloads of
stream
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Is er een foefje?
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- Informatie - Fotos - Podcasts - Vodcasts - Streaming
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relevantie consistentie discipline
- Informatie (wekelijks) - Fotos (maandelijks) - Podcasts (half maandelijks) - Vodcasts (half maandelijks) - Streaming (wekelijks)
- Informatie (52x) - Fotos (12x) - Podcasts (26x) - Vodcasts (26x) - Streaming (52x)
tijd is 1 jaar
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Hoe kijktSensation tegen
Social Mediaaan?
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Web strategie gaat hand in
hand samen metSocial Media
strategie
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Content uit eigen online wereld wordt gedeeld in Sociale online
werelden vice versa ....
sociale content komt terug in eigen wereld
Sociale Online WereldEigen Online Wereld
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Er is een ‘push & pull’ mechanisme ontstaanSensation integreert sociale content in eigen online wereld en maakt content beschikbaar voor alle sociale werelden
next step - helemaal open ...
Eigen Online Wereld
Social Network Social Foto
Social Video Social Audio
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Er is een ‘push & pull’ mechanisme ontstaan
* luisteren* participeren* anticiperen
* dialoog
Andere manier van communiceren ....
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Push & Pull in Sensation.com
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‘Push & Pull’in Sensation.com
Sensation YouTube kanaal
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‘Push & Pull’in Sensation.com
eigen YouTube kanaal en YouTube integratie in Sensation.com
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‘Push &Pull’in Sensation.com
Sensation Facebook profiel
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online experience
‘Push & Pull’in Sensation.com
eigen Facebook kanaal en integratie in Sensation.com
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‘Push & Pull’in Sensation.com
Sensation Twitter profiel
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‘Push & Pull’in Sensation.com
eigen Twitter kanaal en Twitter-integratie in Sensation.com
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‘Push & Pull’in Sensation.com
muziek van Sensation op Dance-Tunes
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‘Push & Pull’in Sensation.com
muziek van Sensation via Dance-Tunes in Sensation.com
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‘Push & Pull’in Sensation.com
Getsatisfaction integratie in Sensation.com
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‘Push & Pull’in Sensation.com
Sensation pagina op Flickr
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‘Push & Pull’in Sensation.com
Flickr integratie in Sensation.com
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Sensationonline in cijfers
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Sensation onlinein cijfers (2009)
* meer dan 4,8 miljoen bezoeken * meer dan 2,6 miljoen uniek * meer dan 11 miljoen pageviews * meer dan 105.000 leden Facebook * meer dan 2,4 miljoen podcasts * meer dan 300.000 filmpjes per dag * ten opzichte van 2008 - 100% groei
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‘Vergroting van online bereik van Sensationdoor Social Media te koppelen en te
integreren met de Eigen Online Wereld via een Centraal Platform’
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Vegroting van totale online ‘presence’Gehele online wereld en online beleving van het merk/event wordt
significant groter
Eigen Online Wereld
Social Network Social Foto
Social Video Social Audio
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En nog groter...gebruikers die niet in de eigen online wereld komen in andere online
werelden in aanraking met het merk
Eigen Online Wereld
Social Network Social Foto
Social Video Social Audio
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En nog groter...gebruikers die niet in de eigen online wereld komen, komen in andere
online werelden in aanraking met het merk
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Belangrijke Zaken‘voor vergroting van de online presence’
- Content in zoekmachines - Deel eigen content
- Omarm sociale content - Omarm online identiteiten
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Andere omgevingenbinnen ID&T
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Andere omgevingen binnen ID&T‘universele SSO-server met meer dan 10 identiteiten ...’
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Andere omgevingen binnen ID&T‘koppeling van verschillende sociale netwerken ....’
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Andere omgevingen binnen ID&T‘integratie van functionaliteiten diverse social platforms ...’
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Andere omgevingen binnen ID&T‘delen van functionaliteiten via diverse social platforms ...’
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Andere omgevingen binnen ID&T‘eigen online werelden worden steeds meer mash ups ...’
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Experience Site Sensation 2010‘WE CELEBRATE LIFE WITH HOUSE’
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online experience
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Samengevat - Content beschikbaar in zoekmachines
- Deling eigen content - Omarming sociale content
- Omarming online identiteiten
Vormt samen
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Na 8 weken online .......
- ruim 7190 leden- ruim 1800 foto’s- ruim 250 video’s- ruim 6000 topics
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Hoe verder?
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Wat is er veranderd?3 dingen ....
* De wijze waarop informatie ontvangen wordt
* De wijze waarop fans benaderd willen worden
* De wijze waarop we tot een mening komen of tot een aankoop komen
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Wat is er veranderd?top down, schreeuwen, pushen is niet de manier ....
This is not the way how to use twitter
......
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Wat is er veranderd?dialoog is wel de manier ....
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Dialoogpraten, luisteren en anticiperen ....
User
DataModerator
publishing /talking
following /listening
analyzing /informing
Conversation
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Real Timecontinue conversaties ......
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Real Timecontinue conversaties ......
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Livetijdens evenementen de thuisblijvers betrekken ....
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Koppeling van dataklantendatabase, social analytics en web analytics
Web
SocialDatabase
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Koppeling van dataklantendatabase, social analytics en web analytics
Web
SocialDatabase
= influencer
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Koppeling van dataklantendatabase, social analytics en web analytics
Web
SocialDatabase
= influencer
less
less
less
lessbig
big
MediumInfluencial
HighInfluencial
LessInfluencial
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Openbeschikbaar maken van data .....
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Openbeschikbaar maken van data .....
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Openbeschikbaar maken van data .....
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Liveop weg naar 3.0 .....
Web 1.0 - Push
Web 2.0 - Share
Web 3.0 - Live
1995 toekomst2010
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Samengevatop weg naar 3.0 .....
* Dialoog/Conversatie* Real time
*Koppeling data* Open karakter
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Denis DoelandIP Services & Online Director
P: +31 20 8510600M: +31 6 25001534
E: [email protected]: linkedin.com/in/denisdoeland