social marketing
ingmar de lange
mountview




                   1
ingmar de lange
marketing strategist, founder of
mountview. recently (interim) head
of marketing at hyves, the largest
soc...
things are connected   information is connected   people are connected
                                                   ...
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.




                                ...
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 g...
sharing                  sharing
            actively                passively




                             the trace ...
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
Social marketing
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Social marketing

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Social media are not new, and are not about innovation. They are about the essence of our being, they are 
part of our DNA.

This presentation shows why. And what that means for brands.

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Social marketing

  1. 1. social marketing ingmar de lange mountview 1
  2. 2. ingmar de lange marketing strategist, founder of mountview. recently (interim) head of marketing at hyves, the largest social network of the netherlands. 2
  3. 3. things are connected information is connected people are connected the social graph the network evolution 3
  4. 4. in the old days, everything was normal 4
  5. 5. the pre-industrial era people lived in villages and had a personal relationship. 5
  6. 6. you helped each other. you trusted each other. 6
  7. 7. then things became unnatural 7
  8. 8. the industrial era: the village became a town. relationships became impersonal. 8
  9. 9. help came from institutions (even though you didn’t always trust them). 9
  10. 10. now, these era’s are blending together 10
  11. 11. the digital era: there are new, digital villages. these are large, but also personal. 11
  12. 12. you help others. you trust them. even if you don’t know them. 12
  13. 13. then is becoming now 13
  14. 14. in the old days, you knew what others were doing 14
  15. 15. twitter, hyves, facebook and foursquare 15
  16. 16. it was an inner-circle 16
  17. 17. linkedin and facebook 17
  18. 18. you knew what others thought of something 18
  19. 19. iens, amazon, zoover and tripadvisor 20
  20. 20. you changed things together 21
  21. 21. kiva, 1%club and carrotmob 22
  22. 22. people people person people product / service social media are going beyond communities. products and services getting a social layer.
  23. 23. sharing sharing actively passively the trace you leave behind: sharing goes automatically and in uences others this social layer has two faces 24
  24. 24. spotify and loopt 25
  25. 25. brands transform from institutions to one of us 26
  26. 26. customer service 27
  27. 27. jetblue, transavia, zappos and twelpforce 28
  28. 28. cooperation 29
  29. 29. rtl news hyve and open forum of american express 30
  30. 30. rst direct 31
  31. 31. development 32
  32. 32. best buy, mystarbucksidea, vitamin water and lego 33
  33. 33. conversion? 34
  34. 34. people are quicker to buy... 35
  35. 35. actively passively when others recommend it 36
  36. 36. when others are doing it as well 37
  37. 37. when it’s popular 38
  38. 38. when the offering ts their need 39
  39. 39. when they get a group discount 40
  40. 40. roundup 41
  41. 41. social media are part of our dna 42
  42. 42. everything will be social 43
  43. 43. it’s not a question of if. but a matter of how. 44
  44. 44. thank you! ingmar de lange ingmar@mountview.nl 45

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