Like Economy Building Brands & Loving Consumers Life and the @HubertGrealish Marketing Kingdom Zagreb, 15 March 2013 Dobro jutro MPERA CONSULTING STRATEGIC MEDIA & MARKETING
Marketing: Life & The Like Economy
May 13, 2015
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
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Transcript
Like Economy Building Brands & Loving Consumers
Life and the
@HubertGrealish Marketing Kingdom Zagreb, 15 March 2013
Dobro jutro
MPERA CONSULTING STRATEGIC MEDIA & MARKETING
“Social Media is like teen sex, everybody wants it yet no one knows how. When finally happens, there’s surprise it’s not better.” - Overheard remarks retweeted by Avinash Kausfik, Google’s analytics evangelist
“Imagination is more important than knowledge.” – Albert Einstein.
Some ideas on Social “Marketing is no longer about
the stuff that you make, but about the stories you tell.”
– Seth Godin
“New marketing is about the relationships, not the medium.” – Ben Grossman
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” – Scott Cook
“What used to be cigarette breaks could turn into ‘social
media breaks’ as long as there is a clear signal and IT isn’t looking.”
– David Armano
“The minute news hits the wires, it becomes a conversation. It’s just a question of how high [the] volume [of] that conversation will become.” – Doug Frisbie
“Future of online.. offline?”
I Like - Building Brands & Business Opinions matter Brand Paradigms Broadcast Reversal Opportunities for you? Find your Voice…!
Items
water power textiles
iron
steam rail
steel
electricity chemicals
internal-combustion
engine
petrochemicals electronics
aviation
digital networks software
new media Globalized
communities
1785 1845 1900 1950 1990 2020
first wave second wave third wave fourth wave fifth wave
Schumpeter’s waves accelerate
Innovation Waves
Old
Messages Static Saying Look & Feel Posing Simplicity Touch points Audience
Transactional Top-down
Referencing John Grant, The Brand Innovation Manifesto (2011/12)
New Brand Paradigms
Modern brand building …
New
Conversations Dynamic
Doing Experience
Authenticity Depth
Engagement Community
Relationship Based Meaningful experience
Know your customers Share their interests
Consumer conversations are already taking place… Seek them out and join in.
Not all content needs branding – think topically.
Unbranded content has a role too.
Listen Good
Engage Me Personally
‘Crossing the (Digital) Chasm…’ How?
Geoffrey Moore’s – Crossing the Chasm (book)
Digital spends up two thirds
Study – E-consultancy Mar 2013
Social Media Engagement
Intensity and way of using social media differs greatly per country.
Social Media is a platform Not a solution
Conversations already taking place …. Brand talked about anywhere, so join in. Lead don’t force.
Changing how you communicate
How we ‘Think’ we decide LOSS AVERSION – we avoid risk People more motivated by fear of a
loss than hope of a gain. CONTROL – pick your numbers DENOMINATION EFFECT - penny wise ISSUES ANCHORING - Logic gets lost
MONEY ILLUSION - Loyalty has a value 2% pay cut is unfair, yet only a 2% rise in income where there’s been 4% inflation, is considered fair!
REACTANCE – reverse psychology eg ‘warning’
POST-PURCHASE RATIONALISATION People will overlook product problems to
justify their purchase decision. BANDWAGON EFFECT – Peer influence
It’s time to engage mindsets not ‘demographics’
“Consumer demographics have overtaken
conventional branding efforts, redefining the media
landscape.”
Shift of power from publisher to public Consumers humanising media
Broadcast Reversal
People react most to people…
Yet marketers still speak of ‘advertising’
So… Talk to me, Personally!
Build your company around social
Know your customers and ‘their’ interests Listen Good
Engage Me In My world
Brands do well with word of mouth…
How to take it Social?
Source: The Nielsen Company. Global survey of over 25,000 consumers online across more than 50 markets.
Trust: Somewhat or Completely
Seek your Centurions…
Take a Twitter 100 Find the influencers and connectors Give them a truthful and valuable message they can share Incentivize
Consumers Want to Engage & Feedback…
Ask them to.
Content. It’s Your Story
Intelligent Network - Reid Hoffman, LinkedIn
Set Values and Live by Them Regularly update narratives Keep talking… be responsive Relax some rules
Corporations: Allow personalities to breath.
Consumers: Activists react faster than Corps
Small Biz: Never lost the human touch
It’s emotional: Make me laugh, make me cry!
Campaigns: Global campaigns act local
Word of Mouth: Feed it - fast
Intelligent Network Use: Best channel for you?
Curated Content: Such as @TATE!
Brand Implications & Opps?
Current Hot Spots
Mobile social – Instagram, Tumblr and esp Pinterest 41% of consumers share branded content (35% Instagram)
Mobile (Search/Social media) 50+% of internet use via mobile device. Trend: 53+% keen to mobile purchase.
Live experience – Continued value in real brands activations at events.
Content. It’s Your Story
Intelligent Network - what can you supply your company networks with to speak about on your behalf.
Regularly update narratives
Keep talking and testing. Finish what you start.
Relax certain rules. Develop brand personas. Be human.
Corporates: Allow personalities to breath.
Consumers: Activists react faster than Corps.
SMBs: Never lost the human touch.
Emotionally engage: Make me laugh, make me cry!
Campaigns: Global campaigns need to be tailored.
Word of Mouth: Best live feedback you’ll ever get.
Curated Content: Need for new media editors.
And….
MOBILE
SHARING …
Brand Implications Beyond the Likes!
Useful Sites…
Hubspot – think tank reports Harvard Business Review – Case
studies, expert opinion pieces, business &marketing insights.
Econsultancy – reports and trends MARKETING BUDGETS 2013 Report
It’s all in hand…
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