3. Agenda
12:20 Welkom & Introductie
Arjan Pomper (CEO Aegis Media) & Brian Hirman (CEO isobar Netherlands)
12:30 Social Media: Supercharging Word of Mouth
David Wolff (isobar)
12:50 The Momentum Effect: How Word of Mouth Marketing Builds Consumer
Adoption and Evangelism
Andrew Strickman (ammo marketing)
13:45 Workshop: interactieve sessie (fictieve case Samsung S85)
14:30 Terugkoppelingen workshop
14:45 Afsluiting

4. Social Media
Supercharging Word of Mouth

5. 1. Markets are conversations

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

7. 14. Corporations do not speak
in the same voice as
these new networked
conversations.
To their intended online
audiences,
companies sound hollow,
flat,
literally inhuman.

8. 15. In just a few more years,
the current homogenized
“voicequot; of business —
the sound of mission
statements
and brochures —
will seem as contrived and
artificial
as the language of the 18th
century French court.

9. 17. Companies that assume
online markets
are the same markets
that used to watch their ads
on television
are kidding themselves.

10. 25. Companies need to come
down
from their Ivory Towers
and talk to the people
with whom they hope to
create relationships.

11. “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”

13. Web 2.0
• De buzzwords
User generated content, social networks, wiki’s, folksonomie, grassroot media,
web 2.0
• De successtories
Myspace, Hyves, Youtube, Flickr, Wikipedia, Digg,
• De user generated content revolution:
“..the web is going social..”

14. Kenmerken
• Conversation
• Cooperation
Consumer
• User generated content Empowerment
• Collective intelligence
• De consument, onderlinge verbindingen en sociale interactie
staan centraal binnen web 2.0

15. Democratisering van Media
• Democratisering van media: “iedereen met een
computer en internet kan in potentie broadcasten en een
miljoenenpubliek bereiken”
• Bottom-up , grassroot media
Consumentgedreven mediakanalen zijn in staat om belangrijke
discussies en informatie op de agenda te zetten

16. Flickr

17. Hyper connected consumer
• Email, Instant Messenger, Skype
• Social Networking
Myspace, Hyves, Linkedin, Sugababes, Facebook
• RSS (really simple syndication) = content
abonnement
• “…Word of Mouth just has been supercharged…”

18. Collectieve Intelligentie
• James Surowiecki: “Wisdom of crowds”
• Wiki’s
wikipedia, IgoUgo
• Social bookmarking (folksonomy, tagging) del.icio.us, flickr,
• Social Search
Google base, Swicki, del.icio.us
• hyper connected consumer:
aggregatie van gedeelde informatie global brain

20. Consumer Control
“The deer now have guns”

23. Social Networks

26. Sampling in social communities

27. Stimuleert “Word of mouth” in community

28. “Word of mouth” in community

30. david.wolff@isobar.net