social marketing
ingmar de lange
mountview
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ingmar de lange
marketing strategist, founder of
mountview. recently (interim) head
of marketing at hyves, the largest
social network of the netherlands.
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things are connected information is connected people are connected
the social graph
the network evolution
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in the old days,
everything was
normal
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the pre-industrial era
people lived in villages and had a
personal relationship.
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you helped each other.
you trusted each other.
6

then things
became
unnatural
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the industrial era:
the village became a town.
relationships became impersonal.
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help came from institutions
(even though you didn’t
always trust them).
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now, these era’s
are blending
together
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the digital era:
there are new, digital villages.
these are large, but also personal.
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you help others.
you trust them.
even if you don’t know them.
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then is
becoming now
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in the old days, you knew
what others were doing
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twitter, hyves, facebook and foursquare
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it was an inner-circle
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linkedin and facebook
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you knew what others
thought of something
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iens, amazon, zoover and tripadvisor
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you changed things
together
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kiva, 1%club and carrotmob
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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
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spotify and loopt
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brands transform from institutions to one of us
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customer service
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jetblue, transavia, zappos and twelpforce
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cooperation
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rtl news hyve and open forum of american express
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rst direct
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development
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best buy, mystarbucksidea, vitamin water and lego
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conversion?
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people are quicker to buy...
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actively passively
when others recommend it
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when others are doing it as well
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when it’s popular
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when the offering ts their need
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when they get a group discount
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roundup
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social media are
part of our dna
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everything will be social
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it’s not a question of if.
but a matter of how.
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thank you!
ingmar de lange
ingmar@mountview.nl
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