social media dw wo m seminar isobar 28112007

Agenda

12:20 Welkom & IntroductieArjan Pomper (CEO Aegis Media) & Brian Hirman (CEO isobar Netherlands)

12:30 Social Media: Supercharging Word of MouthDavid Wolff (isobar)

12:50 The Momentum Effect: How Word of Mouth Marketing Builds ConsumerAdoption and EvangelismAndrew Strickman (ammo marketing)

13:45 Workshop: interactieve sessie (fictieve case Samsung S85)

14:30 Terugkoppelingen workshop

14:45 Afsluiting

Social MediaSupercharging Word of Mouth

1. Markets are conversations

6. The Internet is enabling conversationsamong human beings that were simply not possible in the era of mass media.

14. Corporations do not speakin the same voice asthese new networked conversations.To their intended online audiences,companies sound hollow,flat,literally inhuman.

15. In just a few more years,the current homogenized “voice" of business —the sound of mission statementsand brochures —will seem as contrived and artificialas the language of the 18th century French court.

17. Companies that assumeonline marketsare the same marketsthat used to watch their ads on televisionare kidding themselves.

25. Companies need to come downfrom their Ivory Towersand talk to the peoplewith whom they hope to create relationships.

“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media ... Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control”

Web 2.0

• De buzzwordsUser generated content, social networks, wiki’s, folksonomie, grassroot media, web 2.0

• De successtoriesMyspace, Hyves, Youtube, Flickr, Wikipedia, Digg,

• De user generated content revolution: “..the web is going social..”

Kenmerken

• Conversation

• Cooperation

• User generated content

• Collective intelligence

• De consument, onderlinge verbindingen en sociale interactie staan centraal binnen web 2.0

Consumer Empowerment

Democratisering van Media

• Democratisering van media: “iedereen met een

computer en internet kan in potentie broadcasten en een miljoenenpubliek bereiken”

• Bottom-up , grassroot mediaConsumentgedreven mediakanalen zijn in staat om belangrijke discussies en informatie op de agenda te zetten

Flickr

Hyper connected consumer

• Email, Instant Messenger, Skype

• Social NetworkingMyspace, Hyves, Linkedin, Sugababes, Facebook

• RSS (really simple syndication) = content abonnement

• “…Word of Mouth just has been supercharged…”

Collectieve Intelligentie

• James Surowiecki: “Wisdom of crowds”

• Wiki’swikipedia, IgoUgo

• Social bookmarking (folksonomy, tagging) del.icio.us, flickr,

• Social SearchGoogle base, Swicki, del.icio.us

• hyper connected consumer:aggregatie van gedeelde informatie � global brain

“The deer now have guns”

Consumer Control

Social Networks

Sampling in social communities

Stimuleert “Word of mouth” in community

“Word of mouth” in community

david.wolff@isobar.net