a digital world
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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
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