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Social Media Dw Wo M Seminar Isobar 28112007
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Social Media Dw Wo M Seminar Isobar 28112007


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  • 1. Agenda 12:20 Welkom & Introductie Arjan Pomper (CEO Aegis Media) & Brian Hirman (CEO isobar Netherlands) 12:30 Social Media: Supercharging Word of Mouth David Wolff (isobar) 12:50 The Momentum Effect: How Word of Mouth Marketing Builds Consumer Adoption and Evangelism Andrew Strickman (ammo marketing) 13:45 Workshop: interactieve sessie (fictieve case Samsung S85) 14:30 Terugkoppelingen workshop 14:45 Afsluiting
  • 2. Social Media Supercharging Word of Mouth
  • 3. 1. Markets are conversations
  • 4. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
  • 5. 14. Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman.
  • 6. 15. In just a few more years, the current homogenized “voicequot; of business — the sound of mission statements and brochures — will seem as contrived and artificial as the language of the 18th century French court.
  • 7. 17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.
  • 8. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.
  • 9. “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media ... Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control”
  • 10. Web 2.0 • De buzzwords User generated content, social networks, wiki’s, folksonomie, grassroot media, web 2.0 • De successtories Myspace, Hyves, Youtube, Flickr, Wikipedia, Digg, • De user generated content revolution: “..the web is going social..”
  • 11. Kenmerken • Conversation • Cooperation Consumer • User generated content Empowerment • Collective intelligence • De consument, onderlinge verbindingen en sociale interactie staan centraal binnen web 2.0
  • 12. Democratisering van Media • Democratisering van media: “iedereen met een computer en internet kan in potentie broadcasten en een miljoenenpubliek bereiken” • Bottom-up , grassroot media Consumentgedreven mediakanalen zijn in staat om belangrijke discussies en informatie op de agenda te zetten
  • 13. Flickr
  • 14. Hyper connected consumer • Email, Instant Messenger, Skype • Social Networking Myspace, Hyves, Linkedin, Sugababes, Facebook • RSS (really simple syndication) = content abonnement • “…Word of Mouth just has been supercharged…”
  • 15. Collectieve Intelligentie • James Surowiecki: “Wisdom of crowds” • Wiki’s wikipedia, IgoUgo • Social bookmarking (folksonomy, tagging), flickr, • Social Search Google base, Swicki, • hyper connected consumer: aggregatie van gedeelde informatie global brain
  • 16. Consumer Control “The deer now have guns”
  • 17. Social Networks
  • 18. Sampling in social communities
  • 19. Stimuleert “Word of mouth” in community
  • 20. “Word of mouth” in community
  • 21.