This document discusses the history and impact of Apple's iPod music player. It notes that the iPod helped popularize digital music and enabled people to easily share their musical passions. The document suggests marketing the iPod on social media to tap into people's innate desire to share and help grow a company's reputation at the same time.

1. CMM Strategic Marketing
Dallas, TX, USA
19 October 2011
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

2. what’s your CMM story?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

3. people remember how you made them feel
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

4. hashtag = #CMM2011
1 x Timekeeper
1 x Conscience
54 x Photographers
? x Swiss chocolate fans
source = http://adsoftheworld.com/media/print/google_maps_street_view_powerstation
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

5. Ruud Janssen, CMM = Rudolph without the (olph)
@ruudwjanssen
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

6. www.tnoc.ch
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

7. image source = http://www.flickr.com/photos/7855449@N02/2780450460/in/set-72157606844282993/
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

8. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

9. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

10. digital nomad
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

11. what is it we really want?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

12. value creation in this CMM class
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

13. what do you want?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

14. more choices….
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

15. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

16. strategic marketing
CMM
Dallas, TX, USA
19 October 2011
bit.ly/CMMmarketing
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

17. strategic marketing
Objective 1
Identify and explore
the shifts in marketing
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

18. strategic marketing
Objective 2
How to develop an innovative
business model and market
your value proposition
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

19. strategic marketing
Objective 3
Explore opportunities of
Social Media
and
Hybrid formats
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

20. Marketing strategy - Business plan
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

21. Marketing strategy - Business plan
PEST (Political, Economical, Socio-cultural, Technological analysis)
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

22. Marketing strategy - Business plan
PEST (Political, Economical, Socio-cultural, Technological analysis)
SWOT (Strong, Weak, Opportunities, Threats)
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

23. Marketing strategy - Business plan
PEST (Political, Economical, Socio-cultural, Technological analysis)
SWOT (Strong, Weak, Opportunities, Threats)
market potential, competition, positioning,
benchmarking (vs innovation?)
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

24. Marketing strategy - Business plan
PEST (Political, Economical, Socio-cultural, Technological analysis)
SWOT (Strong, Weak, Opportunities, Threats)
market potential, competition, positioning,
benchmarking (vs innovation?)
Strategy - objectives - segments - actions - organization
- measurement - follow-up
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

25. Marketing strategy - Business plan
PEST (Political, Economical, Socio-cultural, Technological analysis)
SWOT (Strong, Weak, Opportunities, Threats)
market potential, competition, positioning,
benchmarking (vs innovation?)
Strategy - objectives - segments - actions - organization
- measurement - follow-up
And the most important … intuition
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

26. 4 hours of Swiss army knife marketing?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

27. How the Swiss prepare for the winter?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

28. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

29. we can now see the full context
source = http://adsoftheworld.com/media/print/google_maps_street_view_powerstation
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

30. delete everything you know about marketing
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

31. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

32. roadmap
Step 1. Baseline - Where we are today
Step 2. The Burning Platform
Step 3. What we have
Step 4. What we need
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

33. roadmap
Step 1. Baseline - Where we are today
Step 2. The Burning Platform
Step 3. What we have
Step 4. What we need
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

34. history of marketing in <3 min
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

35. Ansoff?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

36. sociological impact
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

37. Portfolio management BCG growth-share matrix
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

38. Ansoff matrix?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

39. Post -Consumer Era
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

40. Marketeers ~ <3 Conversation
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

41. Rogers / Moore Adoption lifecycle
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

42. Gartner Hype Cycle
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

43. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

44. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

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971%3881/3/93D51%A@821%@A%:3553@</%@A%2?/9@:18/% 9@%5148<%971%81/9E%%$<P@BE
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
Copyright holder is licensing this eBook under the Creative Commons License, Attribution 3.0 http://creativecommons.org/licenses/by/3.0/
Please feel free to post this eBook on your blog, email it, or link to it with whomever you believe will benefit from reading it.

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©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.com
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive.
Page 3 Copyright @ 2007
TX, USA All Rights Reserved

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©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.com
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive.
Page 4 Copyright @ 2007
TX, USA All Rights Reserved

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©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.com
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive.
Page 5 Copyright @ 2007
TX, USA All Rights Reserved

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74QEC74A3 L67A?3**
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.com
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive.
Page 6 Copyright @ 2007
TX, USA All Rights Reserved

50. !"#$#%&'()*+(+',%-./(01"#(2"&/13'#&4
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/16>94A&29&2;961&1F2/.N&2;9:5;2D:7&29:<;16,&&
.4A&2;1B&411A&>96323E1&1F>1/314<16&29&6;./1,& &
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.com
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive.
Page 7 Copyright @ 2007
TX, USA All Rights Reserved

51. what are your top challenges?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

52. 3 step strategic marketing
1 Develop your Strategy
2 Create Tools & Processes
3 Generate & Manage Customers / Stakeholders
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

53. 3 steps of strategic marketing
1 Develop your Strategy
2 Create Tools & Processes
3 Generate & Manage Customers / Stakeholders
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

54. building blocks of strategic marketing
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

55. 3 steps of strategic marketing
1 Develop your Strategy
2 Create Tools & Processes
3 Generate & Manage Customers / Stakeholders
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

56. building blocks of strategic marketing
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

57. 3 steps of strategic marketing
1 Develop your Strategy
2 Create Tools & Processes
3 Generate & Manage Customers / Stakeholders
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

58. 29 building blocks of strategic marketing
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

59. your top challenges
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

60. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

61. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

62. symantics - vocabulary
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

63. what do you when things go sour
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

64. this is a product
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65. this is a logo
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

66. this is a brand.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

67. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

68. So what exactly
is a brand?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

69. HOW TO BRIDGE
THE DISTANCE
BETWEEN
BUSINESS STRATEGY
AND DESIGN
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

70. A VISUAL PRESENTATION BY MARTY NEUMEIER
NEUTRONLLC.COM
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

71. WHAT YOU’LL LEARN:
1 A modern definition of brand
2 The five disciplines of brand-building
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

72. READY?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

73. FIRST
A brand is not a logo.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
NEUTRONLLC.COM

74. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

75. X
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

76. FINALLY
A brand is not a product.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
NEUTRONLLC.COM

77. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

78. A BRAND IS A PERSON’S
GUT FEELING ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

79. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

80. In other words…
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

81. IT’S NOT WHAT YOU SAY IT IS.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

82. IT’S WHAT THEY SAY IT IS.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

83. WHY IS BRANDING SO HOT?
1 People have too many choices and too little time
2 Most offerings have similar quality and features
3 We tend to base our buying choices on trust
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

84. THERE ARE 1,349 CAMERAS ON THE MARKET.
HOW DO YOU DECIDE WHICH ONE TO BUY?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

85. TRUST
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

86. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

87. $
Does a brand have a dollar value?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

88. 5 ways to measure brand value:
1 PRICE PREMIUM
2 CUSTOMER PREFERENCE
3 REPLACEMENT COST
4 STOCK PRICE
5 FUTURE EARNINGS
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

89. B
S = BANG
b
SUCCESS
BUCK
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

90. Brand
Business
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

91. PREDICTION
BRAND WILL BECOME THE MOST POWERFUL
STRATEGIC TOOL SINCE THE SPREADSHEET.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

92. PROBLEM
In most companies, STRATEGY
is separated from CREATIVITY by a wide gap.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

93. STRATEGIC THINKERS CREATIVE THINKERS
Analytical Intuitive
Logical Emotional
Linear Spatial
Numerical Visual
Verbal Physical
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

94. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

95. When both sides work together,
you can build a charismatic brand.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

96. A CHARISMATIC BRAND is any product,
service, or organization for which
people believe there’s no substitute.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

97. QUIZ : NEUTRONLLC.COM
Which of these brands are charismatic?
AMAZON HITACHI OXO GOODGRIPS
APPLE HOME DEPOT PEPSI-COLA
BURGER KING IKEA PRELL
COLDWATER CREEK KMART RCA
DASANI KRISPY KREME REEBOK
DISNEY LEVI’S RUBBERMAID
DK BOOKS LONGS DRUGS SAFEWAY
EVEREADY MACY’S SAMSUNG
FORD MINI COOPER SEARS
GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES
GOOGLE NISSAN UNITED ARTISTS
HANES NORDSTROM VIRGIN
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

98. QUIZ : NEUTRONLLC.COM
Which of these brands are charismatic?
AMAZON HITACHI OXO GOODGRIPS
APPLE HOME DEPOT PEPSI-COLA
BURGER KING IKEA PRELL
COLDWATER CREEK KMART RCA
DASANI KRISPY KREME REEBOK
DISNEY LEVI’S RUBBERMAID
DK BOOKS LONGS DRUGS SAFEWAY
EVEREADY MACY’S SAMSUNG
FORD MINI COOPER SEARS
GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES
GOOGLE NISSAN UNITED ARTISTS
HANES NORDSTROM VIRGIN
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

99. Any brand can be charismatic.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

100. IF A BRAND LOOKS LIKE A DUCK AND SWIMS
LIKE A DOG, PEOPLE WILL DISTRUST IT.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

101. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

102. Ansoff?
Let’s Prioritize
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

103. Marketing Challenges
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

104. Ansoff?
what we want?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

105. Pricing strategy
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

106. Market Ansoff? Fair Share
Share /
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

107. synchronized
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

108. Ansoff?
tailored to our needs
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

109. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

110. Fan Strategy?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

111. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

112. Slice & Dice
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

113. Marketing Metrics?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

114. Who do you trust?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

115. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

116. Business Model Canvas
-UNDER CONSTRUCTION-
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

117. you are in the driver seat
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

118. business models are temporary structures
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

119. require constant rethinking!
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

120. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

121. you are the prototype designer
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

122. framework of thinking
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

123. multiple perspectives
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

124. to articulate the go to market strategy
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

125. on a global scale
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

126. foundation for market success
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

127. you have the power
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

128. to guide the boardroom
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

129. make your ideas come to life
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

130. celebrate differences of opinion
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

131. how do we instigate the change?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

132. facemash survives Ad Board
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

133. too much success = trouble
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

134. facebook business model on 1 page
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

135. roadmap
Step 1. Baseline - Where we are today
Step 2. The Burning Platform
Step 3. What we have
Step 4. What we need
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

136. do we have a burning platform?
or business as usual
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

137. innovation is relentless
are we innovative?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

138. we have to agree on a business model
+ plan to execute the model
business as unusual
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

139. business as unusual
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

140. you know you like your idea...
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

141. how do you know they like your idea...
business as unusual
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

142. we have to define what’s in it for them
business as unusual
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

143. Where do we begin?
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

144. Long Tail of Events
what do meeting owners and planners want?
Event Popularity
Head: 20% Tail: 80%
Possible Events
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

145. where is the major shift?
YESTERD AY TOMORROW
Top down, one way Bottom up, two way
events organized by a events. Participants
committee. contribute to planning.
Visitors sit, listen and Participants engage
comment. Event has a themselves throughout
static website. the event – also online.
Results get Results are effectively
ineffectively shared. shared online.
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

146. what does the environment look like?
Online Educa TED
AMD Virtual
Typical presentation Experience
Typical online presentation
H I G H LY D E F I N E D
Panel discussion
Le Web Typical virtual conference
CMM
Lightning talks Typical Second Life
presentation
STRUCTURE
Connectivism
Fish Bowl Code camp Online Conference
FACE-TO-FACE TECH-HEAVY
Speed Geeking Grasping the Future
SELF-ORGANIZING
Pecha-Kucha
Assembly
World Café Reboot
MashPit
SuperHappyDevHouse
Barcamp
Unconference
Campfire conversation Method
VIRTUALITY
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
Event

147. STRUCTURE METHOD CONTENT
TOP DOWN – ONE WAY PASSIVE – STATIC INEFFICIENTLY SHARED
BOTTOM UP – TWO WAY PARTICIPATIVE - DYNAMIC EFFECTIVELY SHARED
and how do we drive the shift
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148. and how do we drive the shift
Before During After
Iterative Planning Extended Events Online Sharing
Planners Participants Online Face-to-face Experience Reflection
! Schedule ! Presentations
! Checklists ! Conference wiki ! Profiles ! Notes and recordings
! Dates ! Presenters ! Backchannel chat ! Media ! User-generated content
! RSVPs ! Methods ! Social networking ! Blogs ! Lessons learned
! Topics ! Venue ! Live streaming ! APIs ! Content dissemination
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

149. Successful Event DNA
analyse - create methodology - package for future use
Digital Analog
! Digital is primary: ! When more “bandwidth”
everything starts and is needed, synchronicity
ends in digital of interaction and
! Mainly asynchronic or interaction goes
semi-synchronic face-to-face
interaction ! Always linking back to
digital at every point of
interaction
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150. roadmap
Step 1. Baseline - Where we are today
Step 2. The Burning Platform
Step 3. What we have
Step 4. What we need
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151. 4 project components
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152. 1) assess demand for product or services
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153. 2) pathways to implement delivery of products/services
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154. 3) secure funding for development
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155. 4) develop plan and deliver
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156. roadmap
Step 1. Baseline - Where we are today
Step 2. The Burning Platform
Step 3. What we have
Step 4. What we need
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157. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

158. sketching your business model
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159. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

160. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

161. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

162. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

163. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

164. CMM business model convass
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165. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

166. back to 2001 -> iPod / iTunes
Team Activity
1) Draft an empathy map of yourself as a
music consumer
2) Sketch a Business Model Canvass of the
iPod / iTunes business model
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

167. Empathy Map from 4 perspectives
meeting owner meeting organiser
non-participant participant
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168. CMM, strategic marketing
meeting owner
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169. CMM, strategic marketing
19 October 2011
meeting organiser
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170. CMM, strategic marketing
19 October 2011
non-participant
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

171. CMM, strategic marketing
19 October 2011
participant
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

172. Day Month Year
CMM, prototype
No.
Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value?
Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers?
Which Key Resources are we acquiring from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? Which ones have we established?
Which Key Activities do partners perform? Revenue streams? Which customer needs are we satisfying? How are they integrated with the rest of our business model? 19 Octobert 2011
How costly are they?
001
What Key Resources do our Value Propositions require? Through which Channels do our Customer Segments
Our Distribution Channels? Customer Relationships? want to be reached?
Revenue Streams? How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
What are the most important costs inherent in our business model? For what value are our customers really willing to pay?
Which Key Resources are most expensive? For what do they currently pay?
Which Key Activities are most expensive? How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
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173. back to 2001 -> iPod / iTunes
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174. What next?
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175. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

176. What next?
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177. What opportunities do we have in meetings & events?
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178. Exam
Preparation
& Success
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179. CMM Strategic Marketing
Dallas, TX, USA
19 October 2011
©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA