5. More tools to theadvertisers 4 ”Speak to” ”Dialoguewith” Purchased media ”Be talkedabout” Own media Deserved media Purchased ad space Company web site, mobil site, etc. Social media
33. 32 Howthisspeechwentviral 70 peopleheard it at MNO managementmeeting Severalhundredshared in social media 47 web sitesembeddedthe slides 400 downloaded to their computer from Slideshare Severalthousandreadabout it in blogs 6000 looked at the slides at Slideshare