Presentatie Martijn Arts tijdens de TMN Digitale Marketing Update

1. social media
van persoonlijk avontuur naar institutionele strategie
© TOTAL IDENTITY
2012
Total Active Media
Total Identity
1 Martijn Arts

2. © TOTAL IDENTITY

3. © TOTAL IDENTITY

4. © TOTAL IDENTITY
ik ben
@arts118

5. TOTAL IDENTITY
Activities
Positioning Areas
Profiling Consultancy
Design
Founded Publishing
1963 TOTAL DESIGN Interaction
PR
2000 changed name Campaign
TOTAL IDENTITY
Network partners
Group CDR
TOTAL IDENTITY Gramma
TOTAL PUBLIC WirDesign
TOTAL ACTIVE MEDIA
ALLCOMMUNICATION Locations
SOFTWARE Amsterdam
Antwerp
No staff Berlin
85 Braunschweig
Den Haag
Seoul
5 ©TOTAL ACTIVE MEDIA

6. TOTAL ACTIVE MEDIA
Activities
Design
Realisation
Communication
Ambition
Mapping
Mixing
Moving people
Founded
1996 ZaPPWeRK
2007 changed name
TOTAL ACTIVE MEDIA
No staff
16
©TOTAL ACTIVE MEDIA

7. Journey of my presentation:
WEB 3.0
“a simple and visual explanation”
This graph shows what actions were taken in
publishing and promoting this presentation. The
idea for this graph is drawn from the “journey of
a tweet” by ngonlinenews.com and “the social Published by others to:
media effect” by compete.com.
totalactivemedia.nl
contacted opinion leaders
Published manually to: Published automatically on: Posted by others to:
personal section; 18 followers pers. profile; 458 connections retweeted multiple times
Published automatically on: Published by others to:
Posted manually to:
homepage - featured section
personal section; 403 followers personal profile; 76 followers
RESULTS
Posted manually to:
5144 views on slideshare
49 favs on slideshare personal section; 403 followers
four new
26 embeds via slideshare
customers
4 times most tweeted on slideshare
1 time posted as featured on slideshare Manually actions by:
> 1.500 times viewed on Frankwatching e-mail (signature)
3 x as much views on totalactivemedia.nl reaching customers / partners
Published manually to:
Udated automatically by: Manually actions by others:
embedded in blogs embedded the slideshare
and therefore indexed 23 embeds
Published by others to: Posted by others to: Posted manually to: Manually actions by:
e-mail and iPhone
home - most tweeted section retweeted multiple times personal section; 403 followers contacted (5) opinion leaders

8. The result is not only four new
customers and quite some PR. The
result is also that the definition of
web3.0 on Wikipedia is ours. This
shows our thought leadership. We
helped to define the next stage of
the web...
WIKIPEDIA ENTRY BY MARTIJN ARTS

9. ik lees meer dan ooit!
© TOTAL IDENTITY

10. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
1/81

11. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
2/81

12. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
3/81

13. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
4/81

14. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
5/81

15. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
6/81

16. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
7/81

17. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
8/81

18. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
9/81

19. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
10/81

20. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
11/81

21. Conversation
Niches
New culture
Youth culture
Mobile
Second screen
Technology
Ubiquitous
Visual data
Glocalization
Crowdsourcing
© TOTAL IDENTITY
Generosity
12/81

22. ik doe meer moois
dan ooit!
© TOTAL IDENTITY

23. http://www.mijnscheepvaartmuseum.nl
Over ons // het scheepvaartmuseum // Contact // Help // Scholen // Login
Uitgebreid zoeken
MARTIJN ARTS 17-3 EN 18-3 EEUW
318 hits // 4 spaces door Peter Lok op 10 mei 2010
SAILING HOME Lorem ipsum dolor sit amet,
door Martijn Arts op 10 mei PETER LOK
consectetur adipiscing elit. Phasellus
213 hits // 3 spaces
id nisl duit molestie . // Lees verder…
GONE WITH THE WIND
door Peter Lok op 10 mei MARTIJN ARTS
318 hits // 4 spaces 17-3 EN 18-3 EEUW
LA ISLA BONITA door Peter Lok op 10 mei 2010
door Paul Wolfs op 10 mei PETER LOK
Lorem ipsum dolor sit amet,
213 hits // 3 spaces
consectetur adipiscing elit. Phasellus
VAMOS A LA PLAYA
MARTIJN ARTS id nisl duit molestie . // Lees verder…
door Peter Lok op 10 mei
http://www.mijnscheepvaartmuseum.nl
Over ons // het scheepvaartmuseum // Contact // Help // Scholen // Login
Uitgebreid zoeken
Sluit X
CREATE
GONE WITH THE WIND
TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT
Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870
TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT
Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870
Korte teaser over object
orem ipsu dolor sit amet
consecte tur adipisicing
// Lees verder…
+ Voeg toe aan favorieten
© TOTAL IDENTITY
TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT
Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870
Filter collectie
lorem ipsum
TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT TITEL VAN OBJECT
Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870 Vervaardiger 1870
Fold

24. © TOTAL IDENTITY > 250.000 FB likes in 10 months

25. © TOTAL IDENTITY AWARD WINNER 2011

26. © TOTAL IDENTITY Average grade 9,6 (out of 10)

27. bezoek museum
collectie
onderwijs
zakelijk
!"#$%&'()'%*+,- !"#$%&'()'%*+,- !"#$%&'()'%*+,-
F*ck the 70’s Symposium F*ck the 70’s
met Ad Visser Vorm van met Ad Visser
vermaak
!"#$%&'$%'("%')*#+
!"#$%$&'()*++*,*-$'./$(*01*,*12*3$'*1442
000S@""'+")B"'7(+S)'
999:)##5+#.(#5;&+:.5
!!! !!! !!! !!!
/#-"#$#*0&.1"*23'&#,,,4.(5 06,,,/5"(0,,,7.+#*-"#$,,,8"( . 5"Q,"*"#$()4,#-.%("&&&!)B'($D&&&5',B$&&&=)+"#Q,"*&&&R,B()
bezoek museum collectie onderwijs zakelijk
bezoek museum collectie onderwijs zakelijk
!"#$
!
%&'(#)*#&+,-"#$#. >,"*
P(%B"@#"(+&Q,"*")
Barend en van dorp
>,"*#"$7'%.%")&A,,#)
FGHI&#"$7'%.%") POLYGOON
455')6&-7
& 2(+",
& O7+(,
"#$%&'!%&!(#&!)*$+ & /"*$%
"#$%&%'()*!++!,!-%(./%)!01!,!12!3%(!1442
& 1,$$("#
8$$%90:$
& '(3$%
© TOTAL IDENTITY
! ! ! ! ! ! ! ! ! ! !!
! ! ! ! ! ! ! ! !
!
! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! !

28. CARDIO™
With this iPhone App you can check your online
reputation continuously. U can add social media
accounts and the App shows your status and score. It
tells you what your reach, mentions, new followers
and quotes are. Just like in the old days, when
reputation management was all about citation
indexes and GRP’s, this App tells you what their
© TOTAL IDENTITY
modern equivalents are.You can add push
notification when somethings up or down. The App
works similar to a cardio monitor.
Your reputation, your pulse!
28

29. Agenda
1.Proloog - de gelaagde wereld
2.De commerciële wereld - toch nog een paar voorbeelden
3.Mijn wereld - communicatie is innovatie
4.Praktische wereld - de schijf van vijf
5.Buitenwereld - netnografie
6.Continue wereld - contact tuning
7.Sociale wereld - vier lagen van succes
8.Epiloog - de lerende organisatie
© TOTAL IDENTITY

30. © TOTAL IDENTITY
proloog

31. © TOTAL IDENTITY
Kennis

32. © TOTAL IDENTITY
Kennis

33. © TOTAL IDENTITY
Kennis

34. © TOTAL IDENTITY
Kennis

35. © TOTAL IDENTITY
Kennis

36. © TOTAL IDENTITY
persoon
Kennis

37. © TOTAL IDENTITY
proces
per
soo
n
Kennis

38. © TOTAL IDENTITY
organisatie
per
pro soo
ces n
Kennis

39. Kennis
persoon
pro
ces
e
isati
an
org
(online) middel
© TOTAL IDENTITY

40. © TOTAL IDENTITY
per
soo
n
proces
markt
(on
lin
org
e) an
mi
isa
dd tie
el
Kennis

41. © TOTAL IDENTITY
pro
per
soo
n ces
contact
organisatie
(on
lin
e)
ma mi
rkt dd
el
Kennis

42. Kennis
(online) middel
tie
ma
isa
an
rkt
org
t
tac
pro
action
con
ces
desire
© TOTAL IDENTITY
interest
attention
persoon

43. © TOTAL IDENTITY
(on
lin
org
e
a
)m
nis
idd
ati
e
el
vrij
proces
centraal
centraal
markt
decentraal
decentraal act
ion
des
ire
int
con
ere
tac
st
t
att
en
tio
n
Kennis
per
soo
n

44. Kennis
contact
per
att
soo
n
en
int
rkt
tio
e
ma
res
n
des
t
ire
act
ion
al
tra
(on
en al
al
cen
dec tra
tra
lin
al
cen
tra
e)
organisatie
cen
mi
j
vri
de
dd
ces
onderdeel
el
pro
© TOTAL IDENTITY
afdeling / groep
medewerker
organisatie

45. Kennis
persoon
attention
interest
pro
ces
desire
vri
dec
t
j
tac
en
cen ntra
action
dec traal
tra
con
tra al
e
al
cen
al
tie
isa
eel
ep
an
d
org
gro
der
r
ma
e
g/
site
on
erk
rkt
elin
tie
brand
dew
a
afd
nis
(landingpages)
a
me
org
© TOTAL IDENTITY
communities
social media
(online) middel

46. © TOTAL IDENTITY
per
soo
n
att
en
tio
n
int
e
con
res
t
tac
t
des
ire
act
ion
markt
vrij
proces
publiek
centraal
longtail
centraal
doelgroep
decentraal
decentraal
persoonlijk
org
an
sit
e
isa
tie
b (la on
nd rand der
ing dee
pag l afd
com es)
m
elin
un
g/
itie
gro
s
ep
me
soc dew
ial
me
erk
(on
Kennis
org
dia
er
line ani
)m e
sat
i
idd
el

47. Kennis
organisatie
medewerker
afdeling / groep
(on
soc
line
ces
)m
pro
onderdeel
ial
com
idd
j
al
vri
el
tra
me
mu
(la
en al
en
al
organisatie
nd
dia
bra page
dec tra
nit
tra
dec
ing
cen
nd
ies
al
tra
sit
e
cen
s)
ek
act
oep
bli
ion
des
pu
lgr
int
il
one2many
rei
doe
gta
jk
att
ere
(broadcast)
nli
lon
en
st
soo
per
ti
rkt
one2few
soo
on
per
ma
n
© TOTAL IDENTITY
few2few
one2one
contact

48. © TOTAL IDENTITY
pro org
ces ani
sat
me i e
j
vri dew
afd erk
en
dec
elin er
tra g/
al gro
on ep
dec
e
cen ntra der
dee
l
tra al
al org
an
cen
tra isa
al tie
site
action
persoon
desire
brands
interest
(online) middel
attention
communities
social media
(landingpages)
on pu
(br e2m bli
oad any ek
cas
t)
on
doe
e2f lgr
ew
oep
few lon
2fe
gta
w l i
on
per
e2o
soo
ne
Kennis
nli
jk
con ma
t
rkt
act

49. Kennis
(online) middel
social media
communities
e
er
i
sat
per
ma
brands
erk
ani
ep
rkt
soo
org (landingpages)
gro
dew
lon
nli
g/
l
doe
gta
dee
site
me
jk
elin
lgr
i
der
e
l
rat
afd
pu
oep
on
po
bli
traditionele
cor
c
communicatie
oad any
verouderd?
t)
cen
cas
(br e2m
cen ntra
dec
ew
tra
on
al
dec
tra al
e2f
e
w
action
2fe
al
on
en
ne
few
tra
e2o
vri
al
act
desire
pro
j
on
t
con
ces
interest
© TOTAL IDENTITY
attention
persoon

50. t)
cas
ek oad any
bli (br e2m
pu on
oep
ew
lgr e2f
doe
on
i l w
gta
2fe
lon few
jk
nli
ne
e2o
soo
per
on
Kennis
rkt
act t
ma con
user-generated
communicatie
social media
attention
moderne
(online) middel
hype?
persoon
e i
ces
sat
ani
m pro
e dew
org
j
afd er ker vri
e lin a l
g tra
/ g en
roe dec aal
on
d p ntr
e rde ece
e l a ld
org tra
a nis cen tra
al
a tie cen
© TOTAL IDENTITY

51. © TOTAL IDENTITY
Kennis

52. © TOTAL IDENTITY
Kennis

53. © TOTAL IDENTITY
Kennis

54. Kennis
(online) middel
tie ma
anisa rkt
org
pro ct
ces ta
con
persoon
© TOTAL IDENTITY

55. Kennis
(online) middel
e ma
ati rkt
ga nis
or
pro
ces t act
con
persoon
cen ny
tra a
al e2m
on
action
© TOTAL IDENTITY

56. Kennis
(online) middel
ie ma
i sat rkt
organ
pro ct
ces ta
con
persoon
cen ny
tra a
al e2m
on
action
cen
dec traa ew
en l 2f
tra o ne
al desire
© TOTAL IDENTITY

57. Kennis
(online) middel
e ma
ati rkt
ga nis
or
pro ct
ces ta
con
persoon
cen y
tra an
al e2m
on
action
ce
dec ntraa ew
en l e2f
tra on
al desire
dec
en
tra 2 few
al few
interest
© TOTAL IDENTITY

58. (online) middel
Kennis
i e ma
sat rkt
g ani
or
pro ct
ces ta
con
persoon
cen ny
tra a
al e2m
on
action
ce
dec ntraa ew
en l 2f
tra one
al desire
dec
en fe w
tra w2
al fe
interest
© TOTAL IDENTITY
vri n e
j e2o
on
attention

59. © TOTAL IDENTITY
Kennis

60. Kennis
(online) middel
social media
communities
e
er
i
sat
per
ma
brands
erk
ani
ep
rkt
soo
org (landingpages)
gro
dew
lon
nli
g/
l
doe
gta
dee
site
me
jk
elin
lgr
i
der
e
l
rat
afd
pu
oep
on
po
bli
cor
c
top-down
communicatie
oad any
t)
cen
cas
(br e2m
cen ntra
dec
ew
tra
on
al
dec
tra al
e2f
e
w
action
2fe
al
on
en
ne
few
tra
e2o
vri
al
act
desire
pro
j
on
t
con
ces
interest
© TOTAL IDENTITY
attention
persoon

61. Kennis
(online) middel
social media
communities
e
er
i
sat
per
ma
brands
erk
ani
ep
rkt
soo
org (landingpages)
gro
dew
lon
it
nli
g/
un
doe
gta
site
me
jk
elin
ess
lgr
i
e
l
rat
pu
sin
afd
oep
bli
po
bu
cor
ek
oad any
t)
ce
cas
(br e2m
ntr
cen ntra
dec
ew
aal
on
dec
tra al
e2f
e
w
action
2fe
al
on
en
ne
few
tra
e2o
vri
gerichte communicatie
al
act
desire
pro
j
on
t
con
ces
interest
© TOTAL IDENTITY
attention
persoon

62. Kennis
(online) middel
social media
communities
e
er
i
sat
per
ma
brands
erk
ani
rkt
soo
org
nt
(landingpages)
dew
me
lon
nli
l
doe
art
gta
dee
site
me
jk
dep
lgr
tie
i
der
l
pu
isa
oep
on
bli
an
ek
org
oad any
t)
cen
cas
(br e2m
cen ntra
dec
ew
tra
on
al
dec
tra al
e2f
e
w
action
2fe
al
on
en
ne
few
tra
e2o
vri
al
act
desire
pro
j
on
t
con
ces
community communicatie
interest
© TOTAL IDENTITY
attention
persoon

63. Kennis
(online) middel
social media
communities
e i
sat
ma
brands
per
ani
ep
rkt
org (landingpages)
gro
son
lon
g/
l
doe
al
gta
dee
site
elin
lgr
tie
i
der
l
pu
isa
afd
oep
on
bli
an
ek
org
oad any
t)
cen
cas
(br e2m
cen ntra
dec
ew
tra
on
al
dec
tra al
e2f
e
w
action
2fe
al
on
en
ne
few
tra
e2o
vri
al
act
desire
pro
j
on
t
con
ces
interest
© TOTAL IDENTITY
bottum-up communicatie
attention
persoon

64. © TOTAL IDENTITY
Kennis

65. © TOTAL IDENTITY
Kennis