influencers 2 CO IEMES trendwatching
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influencers 2 CO IEMES trendwatching

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    influencers 2 CO IEMES trendwatching influencers 2 CO IEMES trendwatching Presentation Transcript

    • Everett rogers1. Relatief voordeel2. Passend bij bestaande waarden en gewoonten3. Gebruiksgemak4. Mogelijkheid tot proberen5. Waarneembaar succes
    • DE TRENDCURVE 16%2.5% 13.5% 34% 34% 16%
    • Rogers:• “When designing a change project you need to know one vital fact:the percentage who have already taken up theinnovation. That figure tells you which segmentyou are addressing next. It gives you greatinsight into how to design your project and howto pitch your communications.”
    • The Tipping PointHoe een idee tot een epidemie kan worden The Law of the Few", • " pareto principle (20/80) Connectors, mavens en salesmen • The Stickiness Factor • The Power of Context
    • • Mavens verbinden mens en idee• Connectors verbinden mensen (social glue)• Salesmen kunnenons overtuigen als we nog niet overtuigd zijn
    • The six degrees of separation (milgram, 1976)
    • otaku• Marketingstrategieen vooral gericht op early adopters
    • Watts vs. Gladwell
    • Gladwell:• Gatekeeper model:“trends are the product not of murky social forces, but ofcharismatic, highly- connected social alphas” Watts: “Influentials dont govern person-to-person communication. We all do”
    • Watts:• Milgram exp. opnieuw gedaan: de 6 stappen kloppen, de hubs niet.• Muziekexperiment: sociale invloeden zijn er, maar bron is random• Gladwell redeneert teruguit: “waarom alleen de hushpuppies, en niet de rest van hun kleding?”
    • Stickiness: memetica?
    • Read article:• “is the tipping point toast?” (paperclip)