Building Brands With Digital in the Core

Digital MarketingBuilding brands with digital in the core

Tom Fleerackers@flatworldbuzz www.flatworldbusiness.wordpress.com www.facebook.com/FlatWorldFanPage


http://www.flatworldbusiness.wordpress.com

http://www.facebook.com/FlatWorldFanPage

Digital Marketingbased on books from Steven Van Belleghem

www.stevenvanbelleghem.com@stevenVBE

welcome to the new world

welcome to the new worldwith a new communication paradigm

2001 New York

2005 London

2009 New York

2014 Hawaii

2015 Paris

2015 #brusselslockdown

welcome to the new worldwith a new communication paradigm

dialogue

traditional publishing


social publishing


social publishing

interaction

the web is being rebuild around people


30 minutes 779 295 retweets

It’s not about technology It’s about behaviour


understanding the social graph

Leonhard EulerSwiss MathematicianGraph Theory

the social graph

is the mapping of everybodyhow they are related, and

how they interact

the social graph

we live in a networked society

the social graph

1

we can have multiple groups of friends

the social graph

2

1 to 1

1 to 1 to many

(1 to 1 to many)n

#jesuischarlie

http://srogers.cartodb.com/viz/123be814-96bb-11e4-aec1-0e9d821ea90d/embed_map

Going viral

Going viralFebruary 25th, 2015

Swiked “Guys please help me - is this dress white and gold or blue and black? Me and my friend can’t agree and we’re freaking the f**k out”

Going viral

#thedress

Going viral

Going viral

#icebucketchallenge

Going viral

#mannequinchallenge

?Going viral What makes this so viral

Going viral

These are just prerequisatories.Every day marketing campaigns are started which tick all the boxes.

Going viral

Unfortunately it’s not about creativity,but all about mathematics.

Going viral

Duncan Watts Six degrees. The science of a connected age.

2003

Going viral six degrees. the science of a connected age

6 degrees of separation Milgram,1967

6 degrees of Kevin Bacon www.sixdegrees.org


20085,28 hops


20085,28 hops

20114,74 hops


That moment when everybody claps in synchronicity Information Cascade


Once commenced it becomes self-perpetuating. Information Cascade


Do you need the Internet to create an information cascade?


Do you need the Internet to create an information cascade?

NO, but it can help.


Can you cause an information cascade, (and if so how)?1


Do networks have weak-points, if hit precisely,a small shock would explode like an epidemic?2


Yes!

It has to do with how humans make up their mind.


“Other people control (y)our mind”

You Other Other Other Other

“Other people control our mind”

or differently put “Other people control our mind”

on average people buy 15% of the time, but when someone next to you orders something your chances of buying something rise to 20%


It’s all about exceeding the critical threshold


Exceeding the threshold depends on • the virality of the message or behavior • the number of infected neighbors

BUTwhen the threshold is passed, and the message goes viral…

social superpowers

CASE :

CASE :

85%

34y<

social superpowers

CASE :

before there was

Lumia there was

CASE :

Launch of the new

PureView on Nokia Lumia

“In an effort to demonstrate the benefits of optical image stabilization (…), we produced a video that simulates what we will be able to deliver with OIS. (…) We should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet. We apologize for the confusion we created.” Heidi Lemmetyineneditor-in-chief of Conversation at Nokia Blog

social superpowers

welcome to the new worldwhere tech shapes our way of living

where tech shapes our way of living


from healing people to preventing to becoming ill


this vending machine will deny you a snack based on your medical record

where tech shapes our way of living

welcome to the new worldwith a changed customer relation

welcome to the new worldwith a changed customer relation

on-demand

services & products

ultimate convenience

the most personal

experience

awesome companies

to buy from

traditional marketing funnel

newmarketing funnel

newmarketing funnelflipping the funnel

AIDA

newmarketing funnelflipping the funnel

AIDA ADIA

newmarketing funnelthe loop principle

newmarketing funnellead nurturing

newmarketing funnel

importance of influence

the strength of weak tiesMark Granovetter

Connected through strong ties

the strength of weak tiesMark Granovetter

Connected through strong ties

c

Connected through weak ties

influence

information

the strength of weak ties

Mary


“trusted friends”Mary


“trusted friends”

“experts”

Mary

newmarketing funnel


Reso

nanc

e

Relev

ance

Reac

h

newmarketing funnel

importance of influenceRe

ach

Relev

ance

Reso

nanc

ePopularity

Proximity

Goodwill

Authority

Trust

Affinity

Frequency

Period

Amplitude

newmarketing funnel


newmarketing funnel


ach

Relev

ance

Reso

nanc

ePopularity

Proximity

Goodwill

Authority

Trust

Affinity

Frequency

Period

Amplitude

newmarketing funnel


newmarketing funnel


ach

Relev

ance

Reso

nanc

ePopularity

Proximity

Goodwill

Authority

Trust

Affinity

Frequency

Period

Amplitude

c

Celebreties

Publishers

Fans

Friends

Bieber

Blogger

Customer

Mom

Co-worker

Vendor

(girl)friendnew

marketing funnel importance of influence

c

Celebreties

Publishers

Fans

Friends

Bieber

Blogger

Customer

Mom

Co-worker

Vendor

(girl)friend

More Relevance

More Reach

newmarketing funnel


usage of influencer marketing

Yes!No Plans

86%

14%

19% First year

Building Brands With Digital in the Core

Education

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