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A Digital World - Bart De Waele
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A Digital World - Bart De Waele

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Transcript

  • 1. A Digital WorldAgoria - 23/5/2012
  • 2. A changing world.
  • 3. Old world vs new world.
  • 4. Most companies are built like this:
  • 5. Most companies are built like this:‣ product or service‣ company structure (processes, people)‣ communication layer
  • 6. In that communication layer:
  • 7. In that communication layer:‣ attract: attract new customers‣ use: touchpoints with customers (experience)‣ share: customers share (word of mouth)
  • 8. Old world:‣ attract: main focus‣ experience: did not matter...‣ word of mouth: had no impact
  • 9. Then came internet...
  • 10. Internet & social media‣ word of mouth: more impact‣ word of mouth: ability to shape...
  • 11. Attract can also happen through share.Budget shifts from advertising to social media.
  • 12. Do not!‣ approach WoM as advertising (pull not push)‣ use social media as such (extrinsic vs. intrinsic)
  • 13. Do:‣ focus on experience‣ design every touch point user centric‣ build sharing triggers
  • 14. Conversation
  • 15. Bart De Waele@netlash+32 9 335 22 76bart@wijs.be

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