Keynote of Jonathan Macdonald @ Thuiswinkel Update on 29 september 2011

1. @jmacdonald
#TWU11

2. this fluid world
this fluid world is a business and marketing consultancy that
helps organisations achieve superior performance, and identify
new sources and vehicles of revenue and growth in a changing
business world
Alcatel Lucent GSK Nokia
Amex Heineken Nuffield Health
AT&T IBM Ogilvy
Blyk Kodak Phillips
BP Levis Posterscope
BT liveaps QuickTV
Cisco Loewe Sony
Clinton Cards Marketing Week Telia
Comverse MediaCom Tesco
Dulux Microsoft Turner Broadcast
Duracell Mindshare Unilever
Expedia Ministry of Sound Vodafone
Ford Motorola WPP

3. “this fluid world moved us away from developing just a digital
strategy for Heineken, and helped us shape the way we plan to
build the premium credentials of the brand going forward"
Bruce Reinders, Brands Director, Heineken

4. 1. six macro trends
2. four effects on digital commerce
3. five pieces of advice

5. 1. six macro trends
2. four effects on digital commerce
3. five pieces of advice

6. 1/6

7. 2/6

8. 3/6

9. 4/6

10. 5/6

11. 6/6

12. added to by the 7th mass media
thecommunicationideal.com6

13. 1. six macro trends
2. four effects on digital commerce
3. five pieces of advice

14. 1/4. increasing capability
for conversion

15. progress :-)

16. Amazon planning to launch mobile
payment as an application

17. 2/4. enhanced accountability

18. the growing analytics market

19. Google analytics custom reporting
with e-commerce filters

20. 3/4. growing competition from small
virtual players

21. right here
right now

22. 4/4. advocacy is now a tradable
currency

23. the emergence of social shopping

24. Uniqlo
#luckycounter

25. 1. six macro trends
2. four effects on digital commerce
3. five pieces of advice

26. 1/5. nurture the armies of fanatics

27. para-social relationships

28. ...remember,
a fan is not
necessarily
a fan

29. involvism.com

30. 2/5. your ability to be
agile is a determining
factor of success

31. 35% of EU Twitter
users expect a
response within an
hour

32. 3/5. use the new tools, platforms and
channels strategically

33. Twelpforce - since July of 2009:
• responded to over 28,000 customer enquiries
• enlisted 2600 employees to share their knowledge
• paid for itself many times, through PR and savings

34. 4/5.
mobilise
experiences

35. the research shows the need

37. vs
bol.com: different experiences for
bo
different screens

38. 5/5.
be brave

39. jonathan macdonald
jonathan@thisfluidworld.com
www.thisfluidworld.com