FHV-students: You keep a digital record of all your assignments. You hand in your portfolio on the due-date (1 February 2018– at 23:59)!
Please make shure to have a source reference where necessary, and that your name is on your portfolio!
Please label your document with the assignment name and your name.
You transfer your portfolio to firstname.lastname@example.org through www.wetransfer.com!
1. Digital and Social = NOW
You search for 2 articles on the web about digital and/or social media marketing, which you comment on.
The title of your article = title of the comment on the Digital and Social = NOW – page
Your articles were published after 1/12/2016.
Hyperlink to the original article + resource of the article + publication date
Comment on the article (f.i. agree, disagree, experience, ….)
[Please be aware that for your comment to show, I’ve got to approve it. This can take up to 24h, so please be patient. After this approval you’re free to post any comments/articles.]
[You don’t need to insert this in your digital portfolio]
2. Evolution of Web (businesses)
Go to the previous section – web 1.0, web 2.0, web 3.0 …. a bird’s-eye on a definition.
Give for each type of web (1.0, 2.0, 3.0, 4.0) a business example (of an existing company) and explain why this that type of web company.
Prepare a brief presentation of your web 1.0 company.
Your presentation has
– an up-to-date company profile (name, core business, size, short history, number of employees, …)
– describe the ‘why’ if this company – what is the reason it exists!
– describe the current digital value proposition
– describe the customer journey of your customer (Who is your customer? Which generation? Describe diffenrent customer journeys if neccessary!)
For the FHV-students there is a restriction: You cannot take Amazon, Uber, LuluLemon, Apple, Starbucks, Domino’s Pizza, Nokia, Facebook, Push For Pizza, or Google.
3. Creating digital business value
(You work in groups of 2 or 3 students, BUT you build your own digital value proposition canvas for your web 1.0 business)
Add your group members name + company names to your assignment.
1 Describe the current digital value proposition,
Detect business moment in your customer journey.
2 Use those business moments to create digital value for your customer (web 2.0, 3.0 or 4.0)
3 Describe your new value propostion in a value proposition canvas (A.Osterwalder)
Describe the pains and gains that are solved by your value proposition.
At the end of saturday you have 5 minutes time to convince us of your value proposition.
4 You test your value proposition in the market (and adapt where necessary!) before friday 12 January 2018.
You hand your company presentation, your new value proposition canvas and customer journey. (max 3 pages!)
4. Creating value with digital in the core
Create a content strategy for this digital value for all different customer journeys (different generations?!)
Use the DigitalValueModel_v1 to augment your value proposition.
Out of thes digital value model you start to tell your story! (max 2 pages)
Pick your (digital) channels.
Add them on the Digital Value Model in the POES-Model.
You work out example of a 1 campaign
Saturday 13 of January you have 5 minutes to pitch your story and campaign!
You hand in your Digital Value Model, your story (max 2 pages) and your campaign example.
5. You evaluate your digital value on the digital value model.
You add 1 page of explanation to this evaluation.
Introduction – Digital Messed Up The Marketing Model
We are living in an information age
Classification of web technology
Web Round – Up
Creating Customer Value with a value proposition canvas
Creating value for post Demographic customers who want to be in a realtionship
Digital Expert – When digital becomes human
Digital Expert – The New Marketing Funnel
Digital Expert – Extreme Customer Centricity
Digital Expert – technology as a facilitator
Digital Expert – Selling Without Selling
Digital Transformation, 2014, Jo Caudron & Dado Van Peteghem
The Inevitable, 2016, Kevin Kelly
The conversation manager, 2012, Steven Van Belleghem
The conversation company, 2012, Steven Van Belleghem
When digital becomes human, 2015, Steven Van Belleghem
The customer the day after tomorrow, 2017, Steven Van Belleghem
The network always wins, 2015, Peter Hinssen
The day after the tomorrow, 2016, Peter Hinssen
X, The experience when business meets design, 2015, Brian Solis
Gamechangers, 2014, Peter Fisk
Platform revolution, 2014, Geoffrey G. Parker
The industries of the future, 2016, Alec Ross
Invisible Influence: the hidden forces that shape behavior, 2016, Jonah Berger