A Digital WorldAgoria - 23/5/2012

A changing world.

Old world vs new world.

Most companies are built like this:

‣ product or service

‣ company structure (processes, people)

‣ communication layer

Most companies are built like this:

In that communication layer:

‣ attract: attract new customers

‣ use: touchpoints with customers (experience)

‣ share: customers share (word of mouth)

In that communication layer:

‣ attract: main focus

‣ experience: did not matter...

‣ word of mouth: had no impact

Old world:

Then came internet...

‣ word of mouth: more impact

‣ word of mouth: ability to shape...

Internet & social media

Attract can also happen through share.Budget shifts from advertising to social media.

‣ approach WoM as advertising (pull not push)

‣ use social media as such (extrinsic vs. intrinsic)

Do not!

‣ focus on experience

‣ design every touch point user centric

‣ build sharing triggers

Do:

Conversation

Bart De Waele

@netlash+32 9 335 22 76bart@wijs.be