A digital marketer's passion

1. UNDER CONSTRUCTION
A DIGITAL STRATEGY TM
Stefaan Maene
Under Construction: A digital StrategyTM @stefaanmaene

2. WHO/WHAT AM I?
DIGITAL MARKETING RULES
THE CONSUMER
INTEGRATED APPROACH
ROI
Under Construction: A digital StrategyTM @stefaanmaene

3. WHO/WHAT AM I?
DIGITAL MARKETING BASICS
THE CONSUMER
INTEGRATED APPROACH
ROI
Under Construction: A digital StrategyTM @stefaanmaene

4. STEFAAN MAENE: Married & Father of two
PASSIONATE ABOUT DIGITAL MARKETING
1 to 2 hours per day  catching up on latest Digital news
1 hour per day  checking Twitter & Facebook
10 times per day  4Square checkin
24/7  Contactable via SocialMedia
5 hours  sleep per night
My Tools: PC + PC Laptop + MAC book + iPad (1) + iPhone + Blackberry
Connect: @stefaanmaene
Under Construction: A digital StrategyTM @stefaanmaene

5. DIGITAL MARKETING IS UNDERSTANDING WHAT IS HAPPENING,
SO READ DAILY TO STAY ON TOP OF THE GAME
Under Construction: A digital StrategyTM @stefaanmaene

6. UNDERSTANDING DIGITAL IS ENTERING THE TAG CLOUD
Under Construction: A digital StrategyTM @stefaanmaene

7. DIGITAL MARKETING MAP
Under Construction: A digital StrategyTM @stefaanmaene

8. WHO/WHAT AM I?
DIGITAL MARKETING BASICS
THE CONSUMER
INTEGRATED APPROACH
ROI
Under Construction: A digital StrategyTM @stefaanmaene

9. COMMON QUESTIONS ?
1. Spokesperson?
2. Official media only ?
3. No restrictions?
4. No secrets?
5. Helping?
6. Listening?
7. Social Networks?
8. Control?
9. Trial and error?
10. Support trends?
11. Mobile or PC?
Under Construction: A digital StrategyTM @stefaanmaene

10. SPOKESPERSON ?
The consumers have turned in to the most trusted
spokespersons for your brand.
They do this by using web 2.0 and web 3.0 applications like Facebook,
consumer websites, blogs,… and have acces to this at all time.
And They CLAIM and USE this right !!!
Under Construction: A digital StrategyTM @stefaanmaene

11. SPOKESPERSON
• Coca-Cola fan page  2
million fans  created by 2
guys who like coke
• MasterCard – wikileaks –
1000’s of comments on
facebook and twitter
Under Construction: A digital StrategyTM @stefaanmaene

12. OFFICIAL MEDIA ONLY ?
The consumers have turned in to the most active broadcasters
for your brand.
They do this by using web 2.0 and web 3.0 applications like youtube,
vimeao,… and have acces to this at all time.
And They CLAIM and USE this right !!!
Under Construction: A digital StrategyTM @stefaanmaene

13. DAMAGE DONE..........
Under Construction: A digital StrategyTM @stefaanmaene

14. NO RESTRICTIONS ?
Nothing protects your Brand against what is out there on the
web. The brand has become a public property.
In short the boxed parts, where Marketing used to nicely divide
everything up in, have disappeared
The Consumers play by their rules now!
Under Construction: A digital StrategyTM @stefaanmaene

15. #1 RANKED ON YOUTUBE FOR MASTERCARD
Under Construction: A digital StrategyTM @stefaanmaene

16. NO SECRETS ?
An old saying goes: “The only way to keep a secret with 3
people is when 2 of them are deceased”
The consumers have a wealth of information on the web, people share
everything, and we gathered/created more written information on
the web than Mankind did untill 1999.
So beware that something can turn around and bite you in the …
Honesty is key!
Under Construction: A digital StrategyTM @stefaanmaene

17. Under Construction: A digital StrategyTM @stefaanmaene

18. HELPING ?
The consumers have discovered their power in helping people
and using the web for this.
Haiti, Pakistan, local NPO,… people support this online through the
personal link they have with the person. Help them!
The Consumers want to be part of a Good Brand! To ease their
Conscience
Under Construction: A digital StrategyTM @stefaanmaene

19. STUDENTS HELPING OUT FOR A BRAND...
http://www.mccann.be/work/brands/maestro-angels
Under Construction: A digital StrategyTM @stefaanmaene

20. LISTENING ?
The consumers have been producing all this information, and
expect you to listen, as they are doing this to help!
As they are a spokesperson, broadcaster,… they expect the brand to
notice this!
The Consumers claim they have the right to be heard on Your
brand!
Under Construction: A digital StrategyTM @stefaanmaene

21. EXAMPLE: KLM FLY2MIAMI
This flight was organized by KLM and Fly2Miami after a
Twitter Bet. Wilco Jung and DJ Sied van Riel asked for a
direct flight from Amsterdam to Miami to visit the Ultra
Music Festival. KLM challenged them to fill the airplane with
partypeople, and so it all started...
Under Construction: A digital StrategyTM @stefaanmaene

22. SOCIAL NETWORKS?
Everyone is on Social Networks, so not being present on these,
is NOT an option!
The brand is on there already! So make sure you notice before it is to
late! And these are no digital leaflets/brochures (don’t forget)
The Consumers Made these Networks Big, Respect them For it!
Under Construction: A digital StrategyTM @stefaanmaene

23. Under Construction: A digital StrategyTM @stefaanmaene

24. Under Construction: A digital StrategyTM @stefaanmaene

25. CONTROL ?
the information is so widely spread that we can no longer contain
it, therefore we have to be in the middle of it to guide it, for this
we need to be present on blogging, and other social media.
Through Web 2.0 and 3.0 apps the information upload is so huge, that you
can only control it by shutting it down.
We Can Only Guide the Consumers, appear to be out of control, in
order to be in Control.
Under Construction: A digital StrategyTM @stefaanmaene

26. NO CONTROL PANEL IS BIG ENOUGH
Under Construction: A digital StrategyTM @stefaanmaene

27. TRIAL AND ERROR ?
Sitting on the sideline is the not an option!
DiscereMutariEst
To change is to learn …
At the Pace everything is going now we can not afford to skip steps,
want it or not, trying new things is a must!.
Everyone fell down the first time he tried to walk (Including all
the Consumers)
Under Construction: A digital StrategyTM @stefaanmaene

28. SUPPORT TRENDS
Trends emerge constantly, pick the ones that fit your brand and
endorse/make them.
It is easier to live by trends that fit you, than to adapt your brand to a
trend!
Companies and People Make trends, Claim and Use this right!
Under Construction: A digital StrategyTM @stefaanmaene

29. FOLLOW TRENDS AND PICK THE ONES THAT SUIT YOUR BRAND
Under Construction: A digital StrategyTM @stefaanmaene

30. MOBILE/PC? ?
Web 2.0, web 3.0 … Take in mind that more people have a Mobile
phone than a PC.
Customers can get information everywhere, at all times. A mobile is no
longer a phone, it is a portal, a tool and something to be recognized.
People want info wherever /whenever!
Ask yourself, what phone do you use? What phone do your
children use?
And who can use it better?
Under Construction: A digital StrategyTM @stefaanmaene

31. Under Construction: A digital StrategyTM @stefaanmaene

32. WHO/WHAT AM I?
DIGITAL MARKETING BASICS
THE CONSUMER
INTEGRATED APPROACH
ROI
Under Construction: A digital StrategyTM @stefaanmaene

33. THE CONSUMER AND WHAT HE DOES SOCIAL
I NEED TO PEE
I PEED
I PEED HERE
WHY DO I PEE?
WATCH ME PEE
I PEE WELL
Under Construction: A digital StrategyTM @stefaanmaene

34. INSIGHTS HELP YOU PAINT THE PICTURE
the EIAA European Media Landscape Report 2010
Under Construction: A digital StrategyTM @stefaanmaene

35. THE MORE INSIGHTS THE BETTER YOUR PICTURE
the EIAA European Mobile Internet Use Executive Summary 2010
Under Construction: A digital StrategyTM @stefaanmaene

36. LOOK AROUND – ASK QUESTIONS
Under Construction: A digital StrategyTM @stefaanmaene

37. The Consumer is here to stay, and without the consumer there is no business and therefore no profit .
Understanding the consumer and how this consumer deals with the Digital world is therefore essential.
Place the consumer Central in your strategy
Under Construction: A digital StrategyTM @stefaanmaene

38. WHO/WHAT AM I?
DIGITAL MARKETING BASICS
THE CONSUMER
INTEGRATED APPROACH
ROI
Under Construction: A digital StrategyTM @stefaanmaene

39. THERE IS MORE THAN JUST DIGITAL MARKETING
Under Construction: A digital StrategyTM @stefaanmaene

40. WHO/WHAT AM I?
DIGITAL MARKETING BASICS
THE CONSUMER
INTEGRATED APPROACH
ROI
Under Construction: A digital StrategyTM @stefaanmaene

41. MONITORING OF SOCIAL MEDIA
http://www.slideshare.net/StefanBetzold/soci
al-media-monitoring-tools-an-overview
Under Construction: A digital StrategyTM @stefaanmaene

42. ROI AND SOCIAL MEDIA
RETURN ON INVESTMENT
The last bastion for conservative business to hold the social media
Newsflash: you are allready part of it
Vs.
RETURN ON IGNORING
Under Construction: A digital StrategyTM @stefaanmaene

43. THANK YOU
smaene@yahoo.com
@stefaanmaene
http://www.slideshare.net/stefmaene
Mobile: +32 494 622 909
Under Construction: A digital StrategyTM @stefaanmaene