1. MARKETING BECOMES
PUBLISHING
SAK VAN DEN BOOM
2011
CUSTOMER MEDIA COUNCIL

2. Customer Media Council 2011

3. De ontwikkeling van
Allerhande,
van tijdschrift naar
multimediaal platform

4. Allerhande

5. Je eigen content
Kookschriften
 Annelini D’Angelo:
8787 recepten
 366 favoriete Kookschrifte-recepten
 323 Favoriete AH-recepten
 Mijn AH Nieuwsbrief
 Iedere week recepten en
acties in je mailbox
Customer Media Council 2011

6. Social is key
 CUSTOMERS DON’T CARE ABOUT YOU!
 IT IS ALL ABOUT ME
 DEAL WITH IT
 PEOPLE SPEND MORE TIME ON SOCIAL
NETWORKS THAN READING EMAIL
Customer Media Council 2011

7. Content is survival
 ESTIMATES ARE THAT IN JUST A FEW YEARS
INFORMATION WILL DOUBLE EVERY 72
HOURS
 ADVERTISING IS A LUXURY
 CONTENT IS SURVIVAL
 MUST BE THE BEST CONTENT
Customer Media Council 2011

8. Content marketing
 MARKETING IS MORE AND MORE
PUBLISHING
 PUBLISHING IS MORE AND MORE CONTENT
MARKETING
 CONTENT MARKETING IS MORE AND MORE
CROSSMEDIA PUBLISHING
Customer Media Council 2011

9. Crossmedia
 CROSSMEDIA PUBLISHING IS MORE AND MORE
INTERACTIVE NETWORKED COMMUNICATION
Customer Media Council 2011

10. Attractive
BRANDS CREATE
 Integrated content that attracts, holds and serves
key audiences across all media channels.
Customer Media Council 2011

11. Engagement
WHAT WE DID IN THE PAST
 Buying reach
 Creating engagement
WHAT WE ARE DOING NOW
 Creating engagement
 Getting reach
Customer Media Council 2011

12. New marketing paradigm
THE NEW MARKETING PARADIGM IS
ABOUT CREATING
ACCOUNTABLE PLATFORMS
OF DIGITAL UTILITIES AND CONTENT
CREATED BY OURSELVE (BRAND)
AND OUR CONSUMER
Customer Media Council 2011

13. Social listening
Volvo Spirit
Volvo Construction
Equipment Magazine
Customer Media Council 2011

14. Aandachtseconomie
 Welkom in de wereld van de
AANDACHTSECONOMIE
 VAN ROI NAAR ROA
Customer Media Council 2011

15. Communities
 Een cult-brand kan leiden een hechte community
die ontstaat of gebouwd wordt rond een merk
Customer Media Council 2011

16. Co-creation
 Lego AFOL community
 Brick Journal
 Geschreven door vrijwilligers
 50.000 keer gedwonlaod
• BrickJournal is a quarterly publication that will focus on the AFOL
community with articles about:
• People - the personalities of the community
• Building - the incredible models and creations that have been built
• Community - the places and events where AFOLs meet
The LEGO Ambassador Program
is designed to give the AFOL
Community a direct line into the
LEGO Company
Customer Media Council 2011

17. Eredivisie Live
 EREDIVISIE LIVE
 Tv kanaal
 Digitale programmagids
 Digitaal weekblad
 Huis-aan-huis magazine
OP DE MAT
 Facebook community,
Customer Media Council 2011

18. Lekker in het Leven

19. Zie

20. AS Adventure

21. iFly

22. Sony Magazine
Initial print run of 300,000, only 5500 copies are on newsstands. About
115,000 copies will be in 140 Sony Centre stores. Some Sony customers
will get a free copy of the quarterly title, which sells for £4.50.
Customer Media Council 2011

23. Flipside
Customer Media Council 2011

24. Healthy
Customer Media Council 2011

25. Electric
Customer Media Council 2011

26. Zoom-Zoom-club
• ZOOM-ZOOM
MAGAZINE, PRINT
AND DIGITAL
• ZOOM-ZOOM
MOMENTS
• ZOOM-ZOOM E-ZINE
• VIDEO CONTENT
• FACEBOOK AND
FLICKR
Customer Media Council 2011

27. Electric
Global magazine
Digital magazine
Driverssite
Newsletters
Lexus
Driverscummunity
http://bit.ly/hO8jbC
Customer Media Council 2011

28. On star community
 http://www.onstar.com/web/portal/home
Customer Media Council 2011

29. Dell Ideastorm
 Dell Ideastorm
 Dell Community has:
 Contributed 15,338 ideas
 Promoted 739,540 times
 Posted 91,297 comments
Dell has:
 Implemented 431 ideas
Welcome to the Community!
Join the conversation, collaborate with
others, and get valuable information you
won't find anywhere else.
We're glad you're here!
Customer Media Council 2011

30. Thnx for your attention