Artificial Intelligence (AI) in the public service industry

19

September

2021

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The COVID-19 crisis has forced many governments to rethink the way they are offering public services to their citizens. It highlighted the importance of a government’s ability to deliver its services (such as financial support) in an easily accessible and timely manner. But at the same time, the pandemic also revealed how slow the digital transformation of public services has been compared to the private sector in many countries.

In addition, many governments face a shortage of personnel, having difficulties attracting young talented individuals. In contrast, citizens’ needs are diverse and dependent on personal circumstances increasing the complexity in processing applications. Therefore, long processing and waiting times are not surprising to anyone who had to register their vehicle or change their residency recently. In Germany, for example, the average duration of visits to public service providers is around 2,5 hours and waiting times for appointments are often around 3 months for larger cities. However, citizens have the same high expectations for public services as they do for services in the private sector necessitating a change in current practices.

How AI can help

There are various ways in which AI can enhance and facilitate the provision of service in the public sector.

The automatization of processes in currently labor-intensive tasks is one of them. AI’s support in the proceeding of requests and applications would allow reducing the administrative burdens for authorities consequently minimizing the workload for the limited staff. A popular example for such an application is the processing of tax assessments. The freed-up resources can then be redirected to more urgent tasks leading to faster case processing on all levels.

Furthermore, AI can facilitate interactions with citizens through chatbots. Currently, communication with citizens requires a high amount of manual workload resulting in long delays in response. Countries like Singapore or Italy, which have (partly) implemented chatbot solutions have experienced a significant decrease in processing times leading to an increase in citizens’ satisfaction.

Challenges

To reap the benefit of AI solutions many steps must be taken. First, advancements in the technology infrastructure and data systems of governmental organizations are necessary to allow for the implementation of AI solutions. Currently, too many public sector organizations still rely on analog ways of communication. Furthermore, coordination and integration between government agencies are required. In many countries, like in Germany, the governance structure of public sector organizations is very fragmented calling for a coordinated effort and holistic approach to leverages the advantages of AI. Lastly, there are various criteria the underlying algorithms must fulfill such as stability, fairness, accuracy, and explainability to ensure an unbiased nature of the algorithm and facilitate trust promoting the adoption of AI solutions.

In light of the evident benefits of AI and the way, intelligent algorithms can help alleviate the difficulties the public services industry is currently facing governments should focus on tackling these challenges for the implementation of AI solutions rather sooner than later. The pandemic has left no room for inefficiencies in our ever more complex society and should be considered as a wake-up call.

Sources:

https://www.accenture.com/_acnmedia/PDF-75/Accenture-AI-Genuine-Impact-Pov-Final-Us.pdf#zoom=50

https://www.mckinsey.com/industries/public-and-social-sector/our-insights/when-governments-turn-to-ai-algorithms-trade-offs-and-trust

https://www.mckinsey.com/industries/public-and-social-sector/our-insights/digital-public-services-how-to-achieve-fast-transformation-at-scale

https://www2.deloitte.com/content/dam/Deloitte/de/Documents/risk/FoDT-Digitalization-public-services.pdf

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The problem of Interpretability in machine learning models

29

September

2020

5/5 (2) In the recent years, machine learning technologies are increasing in popularity among variety of different fields. The vast amounts of data allow data scientists to play around and try to answer questions that are impossible to accurately calculate without such technologies. Some of these questions can be highly important and sensitive – for example, deciding whether a loan application will default, or whether an applicant should be considered for the job. There are variety of models that can predict such outcomes, however, is their prediction generalizable and free of biases?

A classical example of this is a neural network classification model, that was built to identify whether in a given picture there is a husky or a wolf. Surprisingly, the model was performing with a high accuracy and predicting the correct animals. However, researchers quickly realized, that something was wrong with it. The model, was basing its decisions purely on one aspect – whether the picture contains snow. Well, that is quite a logical explanation, as pictures of wolves do indeed have usually snow in them, however, given the explanation for this reasoning, I doubt that anyone would want to apply this biased model in a real life situation.

In making predictions, there is often a trade-off between interpretability and model accuracy. When a linear model predicts an outcome, the prediction is just input variables multiplied by different weights – these can be easily explained. However, when using a more advanced model, such as gradient boosting classifier or neural networks, this interpretation becomes complicated.
In recent years, however, there has been some effort to tackle this; one of them is the so called Local Interpretable Model-agnostic Explanations (LIME). Without going too deep in the theoretical details (I will provide some links for further information) LIME is essentially a technique, that helps better explain the reasoning behing any model‘s particular prediction, locally – meaning that it only allows to analyze a small portion of the network/model.

In practice, LIME allows to understand predicitons, by visualizing the features of a given observation that had the most impact in making that particular prediction. Returning back to our wolf/husky identifier – in a given picture, LIME will highlight the snow that that there either is, or is not, hence explaining the behaviour of that particular model.

The importance of this, is that it allows data scientists to better evaluate their models and their applicability. When a model will predict a loan applicant as ‚likely to default‘, and a bank makes the decision to deny him that loan – managers will be able to explain to the person what are the exact reasons. In a critical situations, we cannot simply use black boxes that give us answers to our simplified questions – we also need to know the reasoning.

Sources/Further information:
Video: Interpretable Machine Learning Using LIME Framework – Kasia Kulma (PhD), Data Scientist, Aviva
Article: Guide to Interpretable Machine Learning

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Barbies With Artificial Intelligence Are Here: “Barbie Wants To Get To Know Your Child”

28

September

2019

5/5 (1) When I first heard about Barbie’s with Artificial Intelligence (AI), I was not sure whether to be celebrating a cool new application of AI or to be concerned. Several questions arose in my head: What kind of things will barbie say or not say? Who is allowed to program the AI? Is there even legislation in place to guide the development of AI in toys for children?

Many institutions and organizations focus on these questions on the ethical considerations in designing technology. For instance, The Center for Humane Technology originates from design ethicist at the biggest tech firms in Silicon Valley, wanting to make a change for the better. They raise concerning points on how technology has shaped our society in negative ways; companies like Facebook successfully manage to fight for a consumers screen time by creating addictive features like scrolling through content, exposure to social media sometimes creates unrealistic expectations and harms self-image, and some primary school children measure their friendship in Snapchat streaks. 

Another example of an institution that focuses on technology’s role in society here in the Netherlands is Waag Society. They organize Hack-a-thons to allow people from multiple backgrounds to come together and think about matters such as the application of AI in society, and how we should shape these in the most beneficial way. You can find interesting perspectives and discussions on their website, such as articles in which they propose to create a few key ‘design principles’ for these emerging applications of technology for children’s toys, to safeguard ethical principles in design and programming whilst legislation may still lag behind.

A third example I would like to share with you is the Next Nature Network, a network of people that uses science, art and education to discuss how we can find new ways to live together with technology. They have interesting publications and events to explore “how to dream, build and live in the next nature”.

Personally, I think that it is good to keep raising questions when you’re involved with new applications of technology, especially now the BIM program gives us the knowledge, tools and frameworks to be shapers and facilitators of these technological transformations.

And what about Barbie? A committee designing the toy has decided on her personality, what she will value and how she will respond. I wonder what her personality is like. If you’re curious, you can see the “Hello Barbie” talk here.

What do you think of a Barbie with AI? Would you buy it for your kids in the future? At the moment, I don’t think I will. But then again, that’s what most people said about the mobile phone in 1999 too.

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From Food chain to Blockchain: how farmers display their dishes digitally

16

September

2018

5/5 (2) “That food product is guilty until innocent”– Frank Yiannas (Walmart’s Vice President) has every reason to be concerned about food safety. Frauds and food origin ambiguity have long been ongoing issues, with scandals ranging from Chinese babies died due to melamine-contaminated milk to insecticide Dutch eggs being recalled throughout Europe.

Not only hurting end consumers, the information asymmetry between consumers and farmers also hurt the other end of the relationship. Authentic farmers with premium products tend to struggle to prove that their products are grown and harvested in an ethical, quality-driven manner.

Now, with the help of blockchain technology, things are about to change.

Improve supply chain tracking with blockchain

Blockchain technology has been stretching its applicability in various industries- including agriculture. By being decentralized and unhackable, blockchain provides a secure, integrated and up-to-date data stream that solves the problem of traceability. Thanks to multiple stakeholders involved in the information stream, product history can be extremely detailed and diverse, ranging from plants’ watering schedule to shipping dates, which can all be accessed immediately using tracking code. Moreover, its decentralized nature prevents the system from data change or security issues, ensuring data transparency for consumers.

“You should see blockchain as a glass box. All chain parties fill it with information. Then it’s locked.”John Lorist from Frievar

Not just being a plain theory, agriculture-blockchain solutions have been studied and applied worldwide. The US’s leading retailer Walmart has recently announced their Smart Package system in collaboration with IBM.  According to their Vice President Frank Yiannas, this system reduces tracing duration from 6 days to 2 seconds, while also being compatible to autonomous devices. In the European market, another example can be found at Frievar, a Dutch pig farming industry. Anticipating consumers’ demand for transparency in premium pig breeds, the company has been testing the blockchain performance in the Dutch market, with half of the pigs slaughtered per day using blockchain tracking technology

Walmart consumers will soon be able to trace their produces history
Walmart consumers will soon be able to trace their produces’ history. Photo source: Fort York

Not just about tracking

The potential of blockchain does not limit itself to traceability. In fact, insightful, multi-faceted database can be made use of to improve logistics handling, farming techniques, inventory management and broker communications. Despite being a new field, it is promising that blockchain solutions can help farmers increase their production efficiency, and consumers to eat their products care-free.

 

References: 

Alexandre, A. (2018). Walmart Is Ready To Use Blockchain For Its Live Food Business. Retrieved from https://cointelegraph.com/news/walmart-is-ready-to-use-blockchain-for-its-live-food-business.

Gutierrez, C. (2018). Blockchain at Walmart: Tracking Food from Farm to Fork | Altoros. Retrieved from https://www.altoros.com/blog/blockchain-at-walmart-tracking-food-from-farm-to-fork/

Poelsma, B. (2018). Lorist: blockchain gaat varkenshouderij veranderen. Retrieved from https://www.boerderij.nl/Varkenshouderij/Achtergrond/2018/6/Lorist-blockchain-gaat-varkenshouderij-veranderen-296515E/

 

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How to kickstart your Thesis research with AI and other useful Tools

20

October

2017

No ratings yet. Up until now Google Scholar most popular search tool for peer reviewed articles. This might change in the coming years as a system called Semantic Scholar gains traction. Developed by the researchers of the Allen Institute of Artificial Intelligence under the lead of Marie Hagman the system just got another update and now includes more than 40 million papers.

It differs from systems such as Google Scholar because it is not based on citations in other papers or the rate or recurring phrases to determine the relevance of papers it uses AI and bases its results on the context of the phrases which leads to a higher accuracy.

As with most AI systems Semantic Scholar is based on a neural network that the team around Ms. Hagman trained to recognise scientific phrases and their contexts. This was done by giving it manually highlighted topics out of abstracts to develop a pattern at first and then in the second phase give it another batch of abstracts the system then recognises by itself and is afterwards corrected by Ms. Hagmans team.

So, when you start the research for your master thesis give it a try! At least it is nice to throw that buzzword out there: “I did my thesis using AI.”

However, apart from getting the right papers to base your thesis on there are a couple of other topics for which there are some useful and mainly free tools out there. Here is an overview of the most popular ones:

Citavi

Start putting your references and abstracts of papers and books into Citavi, a free reference management software and let it take care of formatting your citations and references. Plus, with the Microsoft Word Citavi plug-in it will lift your writing speed to a new level.

LaTeX

LaTeX is an open-source document preparation system that was designed for scholarly and technical writing, and is great for handling large documents. It is a powerful and highly customizable typesetting system that, in contrast to MS Word, separates the content and document design. However, it is not as straight-forward as Word but if you are lucky EUR might provide pre-set templates that match the Thesis formatting guidelines and the last couple of days you usually spend on formatting you can now spend on planning your holiday after successfully handing it in! So, if interested, maybe check out this great, detailed article on why you should use LaTeX for writing your dissertation.

Pomodoro technique

I first heard of the Pomodoro technique in the MOOC (Massive open online course) by Barbara Oakley on “Learning how to learn“. Which I recommend very much as it provides a lot insight into how to fight procrastination. The simplest and yet most effective technique is the Pomodoro. You just set a timer for a 25-minute session of work. That’s it. The timer goes off after the time and you get a short break (five minutes). After four pomodoros, you get a long break (10 minutes). You’ll be amazed at just how much you can get done in 25 minutes, and how amazing your focus is when you know you’re on a deadline, even if it’s self-imposed. So, take your phone or any other clock set a timer and there you go! And if you earned a little bit of spare time with this technique why not use it to do the MOOC or read the book (A mind for numbers) on which it is based.

 

 

Sources:

https://www.economist.com/news/science-and-technology/21730489-get-neural-network-do-it-you-better-way-search-through-scientific

https://www.citavi.com/en/index.html

https://www.coursera.org/learn/learning-how-to-learn

https://thesiswhisperer.com/2011/10/13/how-i-use-technology-in-my-phd/

https://www.insidehighered.com/blogs/gradhacker/best-software-writing-your-dissertation

Why you should LaTeX your dissertation; or, why you don’t have to write your dissertation in Word.

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How looking for a job is changing in jobs looking for you

18

September

2017

5/5 (10) Are you looking for a job? When graduating you likely gonna do just that. It is a habit that creates and maintains one of the worlds’ largest industries. The recruitment industry. Worldwide more than $ 400 billion is spend in the recruitment market. 80% through intermediaries, 20% with recruitment for permanent jobs. (Clennet, 2014; recruitment.nl, 2014)

But times are changing. Internet, social media, big data and smart algorithms are new ingredients for cooking the pie.

Existing competitors in the market initially adopted internet to do more of the same – general speaking in line with Porters claim. New entrants with vacancy platforms on internet, like Monsterboard, were integrated in the market at cost of paper advertisements. Now the market is at the brink of more fundamental changes.

New, experimental, platforms like Magnet.me and Jobtippers, form clear evidence that the barriers to entry have decreased (Dutchcowboys, 2014). New is that the “hunt” for candidates is not anymore restricted to the small market for “top executive head-hunting”. Searching for suitable candidates to fill a job is becoming more and more accurate, transparent and also less expensive. Of course it works both ways (searching for jobs and searching for candidates) with a potential devastating effect on the size of the industry. For example, internet platforms reduce the average job searching time for graduates already with almost 25% (Kuhn and Mansour, 2014).

The new ingredients, such as disruptive data processing technologies and giant social networks, like facebook, Linkedin and others with access to personalized data, change the rivalry in the industry with substitutes in another dimension. The buyers, in this case the employers and the potential candidates gain tremendous power. More and more they will find the best match (between themselves) through technology and data, rather than through a recruitment agency or intermediary. The suppliers, mediators and recruitment agencies as well as the common media channels will have to change dramatically to adapt (Hagiu, 2014). If they can. But one thing is clear, their traditional market will shrink, and their power reduces. It is just a matter of time before employers start using matching apps, and therewith knock on your door because they know you are ready for their job. These changes might be food for the critics of Porters view on the way to handle internet in a companies strategy (Porter, 2001). The recruitment industry can’t continue as usual with just integrating internet in their business.

So, what does this mean for you, fellow near graduating student? It means you have to manage your electronic footprint, your social network profile in a responsible almost professional way. Your profile (not just Facebook, but all personalized data you leave behind) is you. And an employer will be looking for you. If not, have fun with writing letters on ad’s in media.

Social media and analytics already now connect job candidates with career opportunities.
With more data and more knowledge it is becoming easier to match graduates to jobs and sooner than you think, jobs might find you! Be ready.

References:
Hagiu, A. (2014). Strategic decisions for multisided platforms. MIT Sloan Management Review55(2), 71.

Kuhn, P., & Mansour, H. (2014). Is Internet job search still ineffective?. The Economic Journal124(581), 1213-1233.

Porter, M.E. 2001. Strategy and the InternetHarvard Business Review 79(3) 62-79.

Ross Clennet (16 Oct 2014). Global staffing industry sales top $400 billion via http://blog.rossclennett.com/2014/09/global-staffing-industry-sales-top-400.html

Sociale netwerken transformeren de vacaturemarkt, 2014, Dutchcowboys at:
http://www.dutchcowboys.nl/vacatures/31365

vacatures.nl (2014). Voorspelling: In 2015 groei van 8% voor de Nederlandse recruitmentbranche via http://www.recruitingroundtable.nl/2015/07/15/voorspelling-2015-groei-van-8-voor-de-nederlandse-recruitmentbranche/)

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Race car vs Robo car: Will AI change motorsport?

16

September

2017

5/5 (3)

For decades, Formula 1 has been the pinnacle for technical innovation in motorsport. A lot of concepts first developed there nhave made their way to road cars. From active suspension through traction control to the Kinetic Energy Recovery System (or KERS). However, there is a new innovation coming from the world of road cars that threatens to radically change Formula 1 and motorsport as whole. I am talking, of course, about self-driving cars. It is becoming increasingly clear that self-driving cars are going to be part of everyday life in the near future, but perhaps they will first take over car racing.

The world’s first racing championship featuring self-driving cars was announced at the end of 2015. It is called Roborace and is backed by Nvidia, which will provide the processing power behind each car with its Drive PX2 super computer capable of 24 trillion AI operations per second. The racing series has already been approved by FIA (the international government body for motorsport). It will consist of 10 teams each racing 2 full-sized driver-less electric cars with top speed of 320 km/h. Each car’s specification will be identical, but every team will be able to develop their own AI algorithms and software. The Roborace events will take place alongside the increasingly popular FIA Formula E Championship, which uses only electric-powered vehicles.

The Roborace racing car was and was unveiled after 1 year of development in February 2017 during the World Mobile Congress in Barcelona. However, it remains unclear when the first official race will take place as the AI software is still far from perfect. This was demonstrated during a recent test run in Buenos Aires between two of Roborace’s development cars. One of the vehicles successfully navigated the circuit at speeds as high as 186 km/h and even managed to avoid a dog which had ran onto the track. While the other car crashed out due to misjudging a corner while at high speed.

Nevertheless, Roborace will eventually become a reality. The bigger question is though will motorsport fans even be interested in a driver-less racing championship? There has already been a lot of scepticism in the Formula 1 circles. For most fans, myself included, the drivers are what keeps them interested in motorsports. Whether it’s admiring their skills, being charmed by their personality, or annoyed at their errors, the human element is what brings uncertainty to otherwise technology driven sport. The founders of Roborace claim that they will be able to make the AI drivers the stars by communicating to the audience in real-time their decision-making. But once the AI software is perfected, will there be any uncertainty or variability in driver-less races? And even if there is, will it bring the same excitement without the human element. This is the reason, I think Roborace can never replace Formula 1 as the most popular motorsport. What about you? Do you think Roborace can succeed, even after the initial novelty wears out?

Check out this video if you want to know more about Roborace!

References:

Biesbrouck, T. (2017, July 18). Roborace explained: Where artificial intelligence meets racing. Retrieved from Motorsport: https://www.motorsport.com/roborace/news/roborace-explained-when-artificial-intelligence-meets-racing-932565/

Jager, C. (2016, April 6). Self-Driving F1 Racecar Robots Are Coming In 2016. Retrieved from Gizmodo AU: https://www.gizmodo.com.au/2016/04/self-driving-f1-racing-cars-are-a-thing-and-its-coming-in-2016/

Simon-Lewis, A. (2017, February 27). Roborace unveils Robocar, the world’s first AI-powered, self-driving electric racer. Retrieved from Wired: http://www.wired.co.uk/article/robocar-roborace-ai-driverless-car

 

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The end of AirBnB?

22

October

2016

5/5 (4) The founders of AirBnB have been in a nice and educational rollercoaster: starting with an air mattress in the living room to an international platform with accommodation in 34,000 cities in 191 countries.

Their strategy was different from that of other disruptive organizations. Where a company like Uber heartlessly attacked the taxi market from day one, for example totally ignoring the current market and its employees, AirBnB chose a seemingly social way. To the outside world in recent years it seems to be a great success story that sounds like a optimistic entrepreneurs lecture.

But AirBnB is in trouble. The representatives of the State of New York filed a law that threatens the business model of AirBnb in New York. In the end of next week, Governor Cuomo decides whether to sign or veto the law. In 2010, New York passed a law which prohibits leasing apartment complexes in Manhattan for a period shorter than 30 days. But this is the core activity of Airbnb. The law is therefore not met. Therefore they have proposed an even stricter law: who rents his apartment through Airbnb for short term, will be fined with $ 7,500.

The big success of AirBnB, seems to destroy the company and forces AirBnB to make choices. Most important: short-term exponential growth or long-term sustainable existence. Growth is a conscious choice, but city authorities are not entirely happy with that growth. On the one hand they appreciate the new flow of tourists, but on the other hand they are responsible for defending the interests of the city and its inhabitants.

I think it is really important to think about the interests of the citizens, but cities need to give new developments like AirBnB a place in the current policy. For example policy about the affordability of houses, the occurrence of inconvenience and to make sure the business is fair. Because this kind of companies are the future.

The municipality of Amsterdam conceived as examples three very simple rules: 1. Do not exceed sixty days per year; 2. No more than four people at a time; 3. Not in social housing. Is this verifiable and will new regulations focused on disruptive companies safe AirBnB?

Interesting is to look at the website InsideAirBnB.com, which creates maps of the data from AirBnB.
When we take a look of the map of Amsterdam (sorry it’s my hometown and the site doesn’t contain a map of Rotterdam) we see that a solution for this conflict of interests is needed!

 

airbnbairbnb2

http://insideairbnb.com/amsterdam/

https://www.nrc.nl/nieuws/2016/10/20/new-york-bindt-strijd-aan-met-airbnb-4914291-a1527622https://
www.nrc.nl/nieuws/2016/08/29/airbnb-moet-zelf-de-regels-handhaven-4048140-a1518490https://
www.nrc.nl/nieuws/2016/10/20/new-york-vs-airbnb-strijd-om-toekomst-van-verhuursite-4902724-a1527496

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3 Habits of Highly Successful Social Media

24

September

2013

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<a href="” title=”3 Habits of Highly Successful Social Media”>3 Habits of Highly Successful Social Media

I recently found a video about making successful social media successful. In this video, the presenter shared with us 4 tips. He first pointed out that social media is all about digital presence and engaging with market.

 

The first tip is Keep it in Context. There are so many devices and channels nowadays we use to connect people, we must make sure the message we send is suitable for the channel. Sometimes not the message itself should be focused on, but also the manner in which they are being used.

The second point is to Use Data to Make Decisions. Choosing the right tool get correct information is key, as different tool are designed for different purpose. What’s more, for successfully making decision, we have to set correct criteria of success, like 500 likes means success.

The third tip is to Be Your Audience. It is highly recommended to engage with your audience or customers, to become an active member in their conversation,

Last but not least, we should Engage Specifically. Not every customer is of the same importance. We should use some social media tools to figure out the ones talking about us the most, and than get them involved into our social media strategy, and connect with their followers.

 

I think the tips are quite useful, it does provide me some guild in using social media. What do you think?

 

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The Creativity of Heineken

9

October

2012

Speel het Heineken-spel hier

Heineken is very active in social media and comes up with lots of actions. It is nice to see how creative the social media team of Heineken is. They have managed to create a number of over 8 million likes for their Heineken-facebook page. They are very creative when it comes to social media, because they knwo how to please the facebook-followers with nice and funny topics at their page. Nowadays they are very active with the new marketing campaign of the new James Bond movie ‘Skyfall’. They created a special interactive game within facebook where you can win something by cracking the case. You have to connect with facebook to play the game. Interesting to see is that Heineken uses a lot of beautiful sexy woman in their campaigns and posts to attract the mainfocus-group; men.

 

Heineken is a brand which is strongly associated with sociability which you can see in these youtube videos. 

This little movie of Heineken gives a good example of a groupbuy discussed in the first lecture. The intention of Heineken is to get people together and let them give a beertender to eachother in a form of a present. This is a form of groupbuy. 

 

No ratings yet. Heineken is very active in social media and comes up with lots of actions. It is nice to see how creative the social media team of Heineken is. They have managed to create a number of over 8 million likes for their Heineken-facebook page. They are very creative when it comes to social media, because they knwo how to please the facebook-followers with nice and funny topics at their page. Nowadays they are very active with the new marketing campaign of the new James Bond movie ‘Skyfall’. They created a special interactive game within facebook where you can win something by cracking the case. You have to connect with facebook to play the game. Interesting to see is that Heineken uses a lot of beautiful sexy woman in their campaigns and posts to attract the mainfocus-group; men.

 Speel het Heineken-spel hier

Heineken is a brand which is strongly associated with sociability which you can see in these youtube videos.

This little movie of Heineken gives a good example of a groupbuy discussed in the first lecture. The intention of Heineken is to get people together and let them give a beertender to eachother in a form of a present. This is a form of groupbuy. 

I think being active in social media is very important for such brands like Heineken. For a lot of brands it is more difficult to be as succesfull in social media as Heineken, because a lot of brands don’t have a precise focus-group like Heineken. For Heineken it is easy to post funny (cliche) things what is meant for men. It is harder for a company without a define focus-group to be succesfull in social media.

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