Download - A Digital World - Bart De Waele
![Page 1: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/1.jpg)
A Digital WorldAgoria - 23/5/2012
![Page 2: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/2.jpg)
![Page 3: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/3.jpg)
A changing world.
![Page 4: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/4.jpg)
Old world vs new world.
![Page 5: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/5.jpg)
Most companies are built like this:
![Page 6: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/6.jpg)
![Page 7: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/7.jpg)
‣ product or service
‣ company structure (processes, people)
‣ communication layer
Most companies are built like this:
![Page 8: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/8.jpg)
![Page 9: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/9.jpg)
In that communication layer:
![Page 10: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/10.jpg)
![Page 11: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/11.jpg)
‣ attract: attract new customers
‣ use: touchpoints with customers (experience)
‣ share: customers share (word of mouth)
In that communication layer:
![Page 12: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/12.jpg)
‣ attract: main focus
‣ experience: did not matter...
‣ word of mouth: had no impact
Old world:
![Page 13: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/13.jpg)
![Page 14: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/14.jpg)
![Page 15: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/15.jpg)
Then came internet...
![Page 16: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/16.jpg)
‣ word of mouth: more impact
‣ word of mouth: ability to shape...
Internet & social media
![Page 17: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/17.jpg)
Attract can also happen through share.Budget shifts from advertising to social media.
![Page 18: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/18.jpg)
![Page 19: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/19.jpg)
![Page 20: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/20.jpg)
‣ approach WoM as advertising (pull not push)
‣ use social media as such (extrinsic vs. intrinsic)
Do not!
![Page 21: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/21.jpg)
![Page 22: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/22.jpg)
‣ focus on experience
‣ design every touch point user centric
‣ build sharing triggers
Do:
![Page 23: A Digital World - Bart De Waele](https://reader034.vdocuments.us/reader034/viewer/2022052522/554906cab4c9055d458b609a/html5/thumbnails/23.jpg)
Conversation