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A Digital World - Bart De Waele


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A Digital World - Bart De Waele

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