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social marketing
ingmar de lange
mountview




                   1
ingmar de lange
marketing strategist, founder of
mountview. recently (interim) head
of marketing at hyves, the largest
social network of the netherlands.



                                     2
things are connected   information is connected   people are connected
                                                     the social graph




the network evolution
                                                                         3
in the old days,
everything was
normal

                   4
the pre-industrial era
people lived in villages and had a
personal relationship.




                                     5
you helped each other.
you trusted each other.




                          6
then things
became
unnatural
              7
the industrial era:
the village became a town.
relationships became impersonal.




                                   8
help came from institutions
 (even though you didn’t
    always trust them).




                              9
now, these era’s
are blending
together
                   10
the digital era:
there are new, digital villages.
these are large, but also personal.




                                      11
you help others.
        you trust them.
even if you don’t know them.




                               12
then is
becoming now
               13
in the old days, you knew
what others were doing


                            14
twitter, hyves, facebook and foursquare
                                          15
it was an inner-circle



                         16
linkedin and facebook
                        17
you knew what others
thought of something


                       18
iens, amazon, zoover and tripadvisor
                                       20
you changed things
together


                     21
kiva, 1%club and carrotmob
                             22
people     people
                       person      people



                   product / service




social media are going beyond communities.
products and services getting a social layer.
sharing                  sharing
            actively                passively




                             the trace you leave behind:
                             sharing goes automatically
                                and in uences others


this social layer has two faces
                                                           24
spotify and loopt
                    25
brands transform from institutions to one of us
                                                  26
customer service




                   27
jetblue, transavia, zappos and twelpforce
                                            28
cooperation




              29
rtl news hyve and open forum of american express
                                                   30
rst direct
             31
development




              32
best buy, mystarbucksidea, vitamin water and lego
                                                    33
conversion?




              34
people are quicker to buy...




                               35
actively            passively


when others recommend it
                                       36
when others are doing it as well
                                   37
when it’s popular
                    38
when the offering ts their need
                                 39
when they get a group discount
                                 40
roundup

          41
social media are
part of our dna




                   42
everything will be social




                            43
it’s not a question of if.
 but a matter of how.




                             44
thank you!
ingmar de lange
ingmar@mountview.nl




                      45

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Social marketing trends in the digital era