Top 100 Online Vindbaarheid 2009:

Nr:	€*	Organisatie:	Website:	Branche:	2008 score:	2009 score:	Verschil: **
1	18	SNS Bank	http://www.snsbank.nl	Financiën	-	93	NIEUW
2	30	Bol.com	http://www.bol.com	Online Retail	-	92	NIEUW
3	47	Hewlett Packard	http://www.hp.nl	Consumer Products (Electronica)	-	91	NIEUW
4	60	Landal Greenparks	http://www.landal.nl	Reizen	-	91	NIEUW
5	40	Telfort	http://www.telfort.nl	Telecom	86	91	+5
6	4	DSB Bank	http://www.dsbbank.nl	Financiën	91	91	GELIJK
7	59	UPC	http://www.upc.nl	ICT	62	90	+28
8	78	Ziggo	http://www.ziggo.nl	Telecom	71	90	+19
9	5	ABN AMRO Bank	http://www.abnamro.nl	Financiën	88	90	+2
10	27	Nederlandse Spoorwegen	http://www.ns.nl	Vervoer	80	88	+8

Paul Aelen, medeoprichter van Checkit, zegt over de resultaten:

“In tijden van crisis is het voor organisaties nog belangrijker gezien te worden door de (potentiële) doelgroep. Een goede online vindbaarheid speelt hierbij een belangrijke rol. Dit blijkt ook uit de resultaten van dit jaar. De ontwikkeling van de online vindbaarheid van 2006 tot 2009 schetst een positief beeld van de online vindbaarheid van de grootste online adverteerders van Nederland. We kunnen uit dit onderzoek concluderen dat het belang van Search Engine Marketing steeds meer is doorgedrongen tot de Nederlandse (online) adverteerders.”

Meer data en informatie per branche is te vinden bij Checkit.

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De volgende 10 trends kunnen helpen bij het ontwikkelen van nieuwe producten en diensten in 2010.

1. BUSINESS AS UNUSUAL | Forget the recession: the societal changes that will dominate 2010 were set in motion way before we temporarily stared into the abyss.

2. URBANY | Urban culture is the culture. Extreme urbanization, in 2010, 2011, 2012 and far beyond will lead to more sophisticated and demanding consumers around the world.

3. REAL-TIME REVIEWS | Whatever it is you’re selling or launching in 2010, it will be reviewed ‘en masse’, live, 24/7.

4. (F)LUXURY | Closely tied to what constitutes status, which itself is becoming more fragmented, luxury will be whatever consumers want it to be over the next 12 months.

5. MASS MINGLING | Online lifestyles are fueling ‘real world’ meet-ups like there’s no tomorrow, shattering all predictions about a desk-bound, virtual, isolated future.

6. ECO-EASY | To really reach some meaningful sustainability goals in 2010, corporates and governments will have to forcefully make it ‘easy’ for consumers to be more green, by restricting the alternatives.

7. TRACKING & ALERTING | Tracking and alerting are the new search, and 2010 will see countless new INFOLUST services that will help consumers expand their web of control.

8. EMBEDDED GENEROSITY | Next year, generosity as a trend will adapt to the zeitgeist, leading to more pragmatic and collaborative donation services for consumers.

9. PROFILE MYNING | With hundreds of millions of consumers now nurturing some sort of online profile, 2010 will be a good year to help them make the most of it (financially), from intention-based models to digital afterlife services.

10. MATURIALISM | 2010 will be even more opinionated, risque, outspoken, if not ‘raw’ than 2009; you can thank the anything-goes online world for that. Will your brand be as daring?

Staan zeker een aantal interessante gedachten tussen. Vooral Profile Myning, dat zich focued op het aanbieden van producten en diensten voor personal branding, is interessant. Ook is de ontwikkeling in real-time user reviews is interessant. Deze trend hebben we in 2009 al gezien bij de lancering van windows 7.

Welke consumenten trends zie jij opkomen in 2010?

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Social media budgetten liggen vaak onder de half miljoen en de verwachting is dat dit ook niet erg zal toenemen, gezien de kosten vooral uit arbeid bestaan.

SOCIAL: YOU CAN DO A LOT WITH A LITTLE
With that said, take a look at the Travel industry, an average hotel, could spend an average of $680,000 of it’s annual budget on social that could fuel quite a bit. While i’s not clear if this estimate involves soft costs (internal roles) or if it’s all spend on agencies or technologies.  To put things into perspective, most tools are cheap –if not free, the real cost is labor.

SOCIAL BUDGETS SHOULD STAY RELATIVELY “SMALL”
I anticipate that social budgets –even as the industry matures –will stay a small line item for the overall interactive budget. What’s interesting about the social space as the features also bleed over to email, advertising, search, and mobile, so it could be a horizontal –not a vertical. Bron: Jeremiah Owyang

Waar denken jullie dat er kansen liggen(voor beide kanten)?

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When Downsizing Lost Its Bad Rap
Big companies formerly took a reputational hit when they laid off massive numbers of workers. But business culture norms gradually changed from 1985 to 1994. At the beginning of that period, according to E. Geoffrey Love and Matthew Kraatz of the University of Illinois, layoffs significantly harmed companies’ standing in Fortune’s list of most-admired firms. By 1994, when downsizing was commonplace, it caused virtually no change in reputation.

Natuurlijk zullen reorganisaties nog steeds grote interne gevolgen hebben, maar het taboe in de samenleving lijkt te zijn verdwenen. Nu we de crisis situatie in 2009 bekijken lijkt de publieke verontwaardiging uit te blijven. Zijn we zo gewend geraakt aan reorganisaties en ontslagen of is er een andere oorzaak?

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1. Reorganisatie strategieën in tijden van economische recessie.

2009 Rank	2008 Rank	Brand	Country of Origin	Sector	2009 Brand Value ($m)	Change in Brand Value
1	1		United States	Beverages	68,734	3%
		Coca-Cola is 123 years old and shows no sign of relenting. It is the number one producer of sparkling beverages by volume and dollars. It has launched more than 700 products in 2008 around the world, and its edgy campaigns continue to push boundaries, showing the rest of the marketing community what it really means to manage a brand. Worldwide relevance is what defines Coke and it has successfully maintained its diversified portfolio in more than 200 countries. This year, the company expanded its Coke Zero brand to 107 countries and launched a new message for its marketing campaign. The campaign, “Open Happiness,” was targeted to consumers longing for comfort and optimism in a tough time.
2	2		United States	Computer Services	60,211	2%
		In this tough market, Big Blue’s revenue is at an all-time high. IBM received the most U.S. patents (more than 4,000) for the 16th year in a row, investing heavily in innovation as it continues its progression from a hardware provider to a software and services solutions brand. It is the market leader, with expanded presence in more than 170 countries and approximately 65 percent of revenue generated outside of the U.S. With an advertising channel on YouTube and announced plans for cloud computing, IBM effectively communicates its message to the masses.
3	3		United States	Computer Software	56,647	-4%
		2009 marks the first year-on-year decline in Microsoft’s public history, despite a game console division that continues to be profitable. As the market matures, the giant faces stiff competition from faster, quicker rivals. In terms of browsing, Microsoft’s Internet Explorer has dropped 10 percentage points in market share every two years, while Mozilla Firefox gains 10 percentage points in the same time period. Additionally, a US $300 million ad campaign featuring Jerry Seinfeld and Bill Gates could have fared better with audiences. However, Microsoft’s Bing, a new search engine that launched in June to great reviews, is poised to give Google a real run for its money.
4	4		United States	Diversified	47,777	-10%
		Despite GE slipping in its position of technology leadership, it is still better equipped to support future innovations and brand evolution than other traditional competitors, due to its ability to touch consumers on an emotional level. This year, its financial services offering has slipped, particularly the B2C business. Its media business is also threatening the brand. Additionally, GE faces competition from Siemens. The good news is that ecomagination is still the most concise initiative towards sustainability out there, and the brand has set itself up for growth in the long-term with green technology. After losing its leadership position in medical technology this year, GE plans to mimic ecomagination’s success with its major innovation initiative “healthymagination,” which entails an investment of US $6 billion until 2015.
5	5		Finland	Consumer Electronics	34,864	-3%
		Nokia seems to be trailing behind more dynamic smartphone innovations like Apple’s iPhone and RIM’s BlackBerry. The N97, a flagship Nseries mobile computer that was first unveiled in December 2008, is designed to address competitive technologies but debuted in 2009 at a much higher price point than Apple’s or RIM’s new offerings. In fast developing markets, where Nokia leads in market share, the brand continues its strategy of targeting younger audiences with trendier design at a relatively lower cost. In the next year, Nokia plans to be more mindful of the U.S. market by increasing its investments and developing relationships with wireless carriers like AT&T.
6	8		United States	Restaurants	32,275	4%
		McDonald’s has performed well this year. It now serves six million more customers each day than it did before the “I’m Lovin’ It” campaign. Due to its low prices and numerous locations McDonald’s has been able to continue to grow its sales–and even captured new market share–with its McCafé and healthier off erings. The brand does face one struggle: keeping food costs under control. Like other restaurants, McDonald’s has been hit with higher beef and cheese costs. To protect its profits, the company was forced to raise the price of its popular Double Cheeseburger in November and replaced the sandwich on the Dollar Menu with a new double burger that has one slice of cheese instead of two. With value being its biggest drawing factor, McDonald’s will need to proceed cautiously with additional price changes.
7	10		United States	Internet Services	31,980	25%
		Continued diversification of Google’s business, from new advertising models to online publishing, drives growth. The common theme is low price and high functionality with added transparency. Google Chrome is two times faster than competitors and stole browser market share equal to third- and fourth-placed competitors within 24 hours. This year, Google has continued to innovate. It released the Android phone software on September 2008, which involved disclosing the source code for the Google phone to engineers around the world. As the brand grows it has to deal with the inevitable mistrust and ugliness ascribed to being a very large, diversified, and very profitable company.
8	6		Japan	Automotive	31,330	-8%
		In 2008, Toyota saw its first loss in 70 years due to the diffcult economic situation. Net revenues decreased about 21 percent and vehicle sales dropped about 15 percent. Even sales of its bestselling hybrid Prius model slowed down when fuel prices moderated after the record highs of the summer. There is even talk that the company may create a separate brand for its Prius, adding larger and smaller models to the line up. The brand would be similar to Toyota’s low-priced Scion and would only be offered in the U.S., where the company did not create a brand around its “Hybrid Synergy Drive“ system. Toyota continues to develop its long-term value, however, building on its existing green credentials, announcing plans to create eco-friendly showrooms. By 2011 it expects to have 100 “green“ dealerships, where most parts of the buildings are made of renewable primary products.
9	7		United States	Computer Hardware	30,636	-2%
		In the fast-growing mobile computing market, Intel stands to find success. Determined to break into this category, the world’s number one chipmaker announced a partnership with the world’s number one handset maker in 2009. If it works, the Intel agreement with Nokia will put its latest chips into the hands of millions of customers. The line of chips, Atom, is meant to carry Intel into this higher growth market but has so far faced criticism for its cost and power consumption. However, Atom is finding success in the low-power, clutch size netbooks market. With an appeal toward more value conscious consumers in the midst of recession, netbooks have allowed Intel to stay both relevant and top of mind while it tries to crack the code on smaller mobile devices.
10	9		United States	Media	28,447	-3%

Google is met 25% de grootste stijger en vooral financiële instellingen behoren tot de dalers. Opvallend is ook dat vooral technologische bedrijven de top 10 domineren. Toch staat een simpel product als coca-cola tegenwoordig nog steeds aan de top.

Komt de lijst overeen met jouw verwachtingen?

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1. Nieuwe consumenten trends voor 2010
2. Wereldwijde IT uitgaves dalen 6% in 2009 (Gartner)

Nu komt het; behalve de absurde kosten, een niet beveiligd systeem en gevaar voor de privacy is de grootste onbekwaamheid van het hele OV-chip systeem nu al aan de orde. Als je een studenten OV hebt en dus vrij reizen doordeweeks, maar een negatief tegoed heb door vergeten uit te checken oid kan je niet meer reizen tot je weer een positief tegoed heb! Terwijl je gewoon recht heb om gratis te reizen doordeweeks en daar 90,- voor betaald. Het systeem is dus zo ingericht dat je bij het uitchecken je tegoed terugkrijgt en er dus netto niks vanaf is, maar het detecteert niet bij het inchecken dat je vrij mag reizen die dag. Om je 4 euro ‘boete’ voor het vergeten uit te checken terug te krijgen zijn er maar 3 stations in Amsterdam waar je heen kan: Centraal, WTC en Duivendrecht.

Dus voor de eerste maand voorspel ik enorme ellende, mede omdat het systeem zo stom is ingericht. Straks staan dus studenten en anderen met vrij reizen voor een dicht poortje omdat ze een keer zijn vergeten uit te checken en hun tegoed dan op -4 euro staat. Gaan die 600 ‘informatie medewerkers‘ van de GVB ons er dan toch doorheen helpen, met een geldig, maar niet werkende OV-chip?

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Een interessant organisatie en bedrijfskunde boek dat bijna volledig op Google books staat is Transforming organizations van Kochan & Useem, waarvan ik nog een hoofdstuk voor mijn scriptie gelezen heb.

Een ander boek dat ik zeer aanraad om te lezen is Free: The Future of a Radical Price. Helaas is deze niet meer gratis beschikbaar op google, maar de audiobook versie kan nog wel gedownload worden.

“As the cost of doing business online drops closer and closer to zero, giving things away is not just becoming an option–it’s inevitable. But if the product is free, where’s the revenue? In Free, Anderson breaks down the priceless economy into six broad categories, demonstrating how to make money in each.”

Vooral Hoofdstuk 7 ‘Competign with free’ en hoofdstuk 9 ‘The new media models’ zijn een must om te lezen (of luisteren) en kunnen antwoord geven op de vraag hoe organisaties effectief kunnen handelen als concurrenten hun producten gratis weggeven -een vraag die me gefassieerd heeft de laatste tijd-.

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1. De Google strategie: Onaangetast door de financiële crisis?

De  afbeelding hieronder laat een voorspelling zien van de adoptie van mobiel internet in 2013. Opvallend is dat vooral West Europese abonnees voor mobiel internet zullen kiezen. Dit bied enorme kansen voor Europa op gebied van innovatie en mobiliteit. Misschien wordt het eindelijk mogelijk om de kracht van de Europese markt om te zetten in de kracht om te innoveren.

Terwijl China nu pas bezig is zijn 3G netwerk uit te rollen lijken andere Aziatische landen zoals Japan en Korea op mobiel internet gebied op ons voor te lopen. Daar is het gebruik van mobiele televisie al een gemeengoed geworden bijvoorbeeld.

Toch lijkt vooral Europa geschikt voor grootschalige adoptie van mobiel internet. Nu is de vraag of Europa dit voordeel kan omzetten in innovatie en groei van de economie. Ben benieuwd.

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