The participation economy Marc Michils, CEO Saatchi & Saatchi Brussels "Share your honey" seminar, Living Tomorrow, Oct 14
The Participation Economy Vlerickseminar Share Your Honey oct14_marcmichils
Dec 07, 2014
Communication campaigns these days are all about participation and emotion
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The participation economy
Marc Michils, CEO Saatchi & Saatchi Brussels"Share your honey" seminar, Living Tomorrow, Oct 14
Whats happening out there?
Look at me!
Listen to me!
Pay attention to me!
We are in the era of co-communication
From uninvited to invited persuaders
Connected
People are getting smarter
PARTICIPATION MARKETING
DIRECTION EMOTIONAL CONNECTIONS
INFORM INSPIRE
DISTURBING MESSAGES ENGAGING CONTENT
From To
Product + Marketin
g
Product = Marketin
g
Saying things to people
Doing things for
/ with people
Fill mediaCreate media
Advertisingideas
Participation Mobilisation
Ideasthat can
be advertised
Product + Marketin
g
Product = Marketin
g
The product is so cool, different, innovative, people can’t help but talk about it
Saying things to people
Doing things
for/with people
We are in the era of co-creation
People choose to participate with our ideas on their own terms – we must be
prepared for them to be adapted, adopted and passed on before they can be fully
realised
The consumer becomes the (co-) owner of the brand
Consumers ---> Loyal consumers ---> advocates ---> inspirational consumers
Participation
ValueValue
AdvertisingAdvertising
Relationship
Advocacy
Fill mediaCreate media
Participation Mobilisation
T-mobile
Obama
Halo 3
Nike
Burger King
CadburyNow
Dark Knight
To mobilise people you need emotion
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”
Donald B. CalneProfessor of Neurology
University of British Columbia
Encourages creativity
Cultivates and celebrates
the art of writing
Sees through the eyes of a baby
Fuels every child’s imagination
Love/respect axis
BrandsLow LoveHigh Respect
LovemarksHigh LoveHigh Respect
FadsHigh LoveLow Respect
ProductsLow LoveLow Respect
High respect
High Love
Low respect
Low Love
Advertising ideas
Ideas that can be
advertised
Social media = worth of mouth that you have to earn
Media should ignite the conversation and be nimble enough to adapt as out story
unfolds
Attraction economy
Designstoresproductseventsexperiencesfashion
Musictalent, bands, showsmusic videosringtonesdownloadscommunities
Experiencesattractionstheme parkstalenteventsstoresrankings
Sisomotvsportseventsdramamusicgamesonlinewidgets
Mobile sisomogamessnack tvmovieseventscommunitiescompetitionslistingswidgets
Storeexperiencesdesigneventssisomo
Events
Talentideascomedymusicdesign
Printmagazinesbooksposters
Inspirational consumers onlineblogsstorecommunitiesrankings
Hospitalityfoodeventsbeverageshotelsspas
Entertainmentmoviesstage showsdvdawardstv shows
Gamingdevelopmentcharacters and productsproduct placementevents and awardscommunities
ROI will also be determined by how contagious an idea becomes
It’s no longer about numbers of impressions you’ve made, but the
amount of fans you’ve created
Our role is to fuel conversations
Respect the look & feel & authenticity of the medium (and not necessary
the look & feel of the brand)
36
Every touch point tells a part of the storyso that it’s amplified by word-of-mouth
Social media = be open, honest & spontaneous
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