The document discusses how the digital world has changed the traditional model of how companies attract and engage with customers. In the old world, companies focused mainly on attracting new customers through advertising, while customer experience and word-of-mouth sharing did not matter as much. However, with the rise of the internet and social media, word-of-mouth now has a greater impact and ability to shape perceptions, and companies must focus on the overall customer experience in order to trigger positive sharing. Budgets are now shifting from traditional advertising to social media strategies.

1. A Digital World
Agoria - 23/5/2012

3. A changing world.

4. Old world vs new world.

5. Most companies are built like this:

7. Most companies are built like this:
‣ product or service
‣ company structure (processes, people)
‣ communication layer

9. In that communication layer:

11. In that communication layer:
‣ attract: attract new customers
‣ use: touchpoints with customers (experience)
‣ share: customers share (word of mouth)

12. Old world:
‣ attract: main focus
‣ experience: did not matter...
‣ word of mouth: had no impact

15. Then came internet...

16. Internet & social media
‣ word of mouth: more impact
‣ word of mouth: ability to shape...

17. Attract can also happen through share.
Budget shifts from advertising to social media.

20. Do not!
‣ approach WoM as advertising (pull not push)
‣ use social media as such (extrinsic vs. intrinsic)

22. Do:
‣ focus on experience
‣ design every touch point user centric
‣ build sharing triggers

23. Conversation

24. Bart De Waele
@netlash
+32 9 335 22 76
bart@wijs.be