The document discusses how social networks have evolved from small personal communities to large digital networks that connect people globally. It describes how in the past, communities were confined to physical villages where people knew each other personally, but networks now allow digital connections between vast numbers of strangers. Products and services are also gaining social aspects as they incorporate sharing and recommendations between connected users. The document argues that social media have become integral to human interaction and that all aspects of business will become social in some way.

1. social marketing
ingmar de lange
mountview
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2. ingmar de lange
marketing strategist, founder of
mountview. recently (interim) head
of marketing at hyves, the largest
social network of the netherlands.
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3. things are connected information is connected people are connected
the social graph
the network evolution
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4. in the old days,
everything was
normal
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5. the pre-industrial era
people lived in villages and had a
personal relationship.
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6. you helped each other.
you trusted each other.
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7. then things
became
unnatural
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8. the industrial era:
the village became a town.
relationships became impersonal.
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9. help came from institutions
(even though you didn’t
always trust them).
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10. now, these era’s
are blending
together
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11. the digital era:
there are new, digital villages.
these are large, but also personal.
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12. you help others.
you trust them.
even if you don’t know them.
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13. then is
becoming now
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14. in the old days, you knew
what others were doing
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15. twitter, hyves, facebook and foursquare
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16. it was an inner-circle
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17. linkedin and facebook
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18. you knew what others
thought of something
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20. iens, amazon, zoover and tripadvisor
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21. you changed things
together
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22. kiva, 1%club and carrotmob
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23. people people
person people
product / service
social media are going beyond communities.
products and services getting a social layer.

24. sharing sharing
actively passively
the trace you leave behind:
sharing goes automatically
and in uences others
this social layer has two faces
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25. spotify and loopt
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26. brands transform from institutions to one of us
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27. customer service
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28. jetblue, transavia, zappos and twelpforce
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29. cooperation
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30. rtl news hyve and open forum of american express
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31. rst direct
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32. development
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33. best buy, mystarbucksidea, vitamin water and lego
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34. conversion?
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35. people are quicker to buy...
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36. actively passively
when others recommend it
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37. when others are doing it as well
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38. when it’s popular
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39. when the offering ts their need
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40. when they get a group discount
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41. roundup
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42. social media are
part of our dna
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43. everything will be social
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44. it’s not a question of if.
but a matter of how.
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45. thank you!
ingmar de lange
ingmar@mountview.nl
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