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The participation economy Marc Michils, CEO Saatchi & Saatchi Brussels "Share your honey" seminar, Living Tomorr...
<ul><li>Whats happening out there? </li></ul>
 
 
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 Mobilisation Ideas that can  be  advertised Product + Marketing Product = Marketing  Saying things to people Doing...
Product + Marketing Product = Marketing
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  <ul><li>People choose to  participate  with our ideas on their own terms – we must be pr...
The consumer becomes the (co-) owner of the brand
Consumers ---> Loyal consumers --->  advocates ---> inspirational consumers
Participation Value Advertising Relationship Advocacy
Fill media Create media
 
 
Participation Mobilisation
T-mobile Obama Halo 3 Nike Burger King Cadbury Now 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 conclusion...
Encourages creativity Cultivates and celebrates  the art  of writing Sees through  the eyes  of a baby Fuels  every child’...
Love/respect axis Brands Low Love High Respect Lovemarks High Love High Respect Fads High Love Low Respect Products Low Lo...
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
<ul><li>Media should ignite the conversation and be nimble enough to adapt as out story unfolds  </li></ul>
Attraction economy Design stores products events experiences fashion Music talent, bands,  shows music videos ringtones do...
ROI will also be determined by how contagious an idea becomes <ul><li>It’s no longer about numbers of impressions you’ve m...
<ul><li>Our role is to fuel conversations </li></ul>
<ul><li>Respect the look & feel & authenticity of the medium (and not necessary the look & feel of the brand) </li></ul>
Every touch point tells a part of the story so that it’s amplified by word-of-mouth
Social media = be open, honest & spontaneous
 
With Love [email_address]
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Socialmedia vlerick oct14_marcmichils

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  • 18-24 year olds consume less TV Klassieke media verliezen terrein
  • Te veel en té schreeuwerige communicatie Interruption marketing From attention to attraction En dat heeft veel te maken met de explosie van de hoeveelheid reclame… er is gewoon teveel… Maar vooral ook omwille van het feit dat merken het telkenmale alleen over zichzelf hadden, we zijn jaren aan een stuk bezig geweest met aandacht vragen voor ons eigen verhaal. Met die cijfers tot gevolg…
  • Digital technologies have democratized the opinion leadership Time Magazine die in 2006 ‘YOU’ verkoos als persoon van het jaar Zie Bam versus Ademloos Ademloos doet BAM en Lange wapper beven Een miljoenen organsiatie tegen enkele vrijwilligers Drie redenen 1) Slimme creativiteit van wim van hees ‘fijn stof’ 2) Het internet 3) Bam die heeft nagelaten om ook aan breed publiek uit te leggen dat de Lange wapper een slimme oplossing is voor het mobiliteisprobleem in antwerpen Mensen zeggen nu “bwah, fijn stof, een tunnel, een brig, weet ik veel, ik was in ieder geval niet betrokken door die BAM gasten dus ik stem tegen” ‘ Zie Ipod man tegen Apple De consument wordt zeer mondig
  • From uninvited to invited persuaders Invitatie cultuur Geen opdringerige boodschappen Vriendelijk uitnodigen Liefst op momenten dat boodschap voor mij relevant is!!! Onder geen enkel beding opdringerig zijn Indien binnenbreken, doe het dan sympathiek en met stijl en humor Ga langs de voordeur binnen
  • What marketing looks like in 2010 Focus is on the individual and their dialogue with the world
  • We worden ook gewoon slimmer Vgl Dallas &amp; 24
  • EMOTIONAL MOMENTHS OF THRUTH
  • The marketing experience = the product experience “ Our belief is that marketing &amp; product have converged.” (AKQA) “ We think the future of advertising is great products that have marketing embedded in them.” (Crispin Porter + Bogusky) Let the products do the talk Proof has to be bigger than promise
  • Hershey’s developed the &apos;100 calorie bar&apos;, just because they listened to clients all over social networks talking about dieting. People were finding it difficult to re-calculate everything they ate into how much calories they exactly took in. Now 1 bar = 100 calories (not 100 gr = 150 cal and 1 bar = 70 gr so .....).
  • A lot of campaigns are entertainment, which is fine. But it’s getting harder &amp; harder to reach an audience with entertainment, because it gets dropped in an ocean of entertainment. Another very smart approach is to build the communication so that it’s useful for the people. Nike+ is probably the most famous example, with Internet adding a layer of added value on top of the product.
  • Lego It is about having fans, inspirational consumers, loyalty beyond reason
  • Sometimes, the best way to advertise is… well, not to advertise… If consumers are more reluctant to advertising messages, they still love good content &amp; stories. By creating these stories, brands can engage consumers &amp; deliver ‘entertainment’ value to them.
  • New touchpoints Carrefour @ Werchter !!
  • New touchpoints
  • A lot of campaigns are entertainment, which is fine. But it’s getting harder &amp; harder to reach an audience with entertainment, because it gets dropped in an ocean of entertainment. Another very smart approach is to build the communication so that it’s useful for the people. Nike+ is probably the most famous example, with Internet adding a layer of added value on top of the product.
  • Organizing ideas from Lego, Pampers, tc A brand is an idea, values, consumers Pampers. When you experience the world as a baby grows and develops, you know how to make it better. It is about: Think from the consumers perspective (commercial Die Welt) Speak the same language as the consumer (commercial Berlitz)
  • Lovemarks command high respect and at the same time high love among their users. We use the Love/Respect Axis to locate our clients’ business. LOW RESPECT, LOW LOVE The home of commodities. Bulk goods like steel, gravel and sand, as well as functional services such as brokerages and often government services. Zero brand heat. LOW RESPECT, HIGH LOVE The Fad Zone. The thing everyone must have today, and has forgotten about tomorrow. HIGH RESPECT, LOW LOVE This is where most major brands are stuck. Great products and services but fixed on the “-er” words. Brighter, stronger, faster, cheaper. In today’s competitive world, the –“er” words are table-stakes. People want more. HIGH RESPECT, HIGH LOVE Emotional connections, seductive attitude, irresistible appeal = LOVEMARKS
  • This is a dynamic chart, it evolves over time - what is a Lovemark today can be a brand tomorrow (example: TAG Heuer - a Lovemark in the early 1990s, now a Brand). And what is a brand can easily become a product with no investment behind love and a reduction in respect.
  • Different channels are used to communicate different, self-contained elements of the brand narrative, with the aim that consumers will then pull different parts of the story together themselves, generating word-of-mouth around the whole campaign… respect the look &amp; feel of the medium, instead of the look &amp; feel of your brand discussion of consistancy
  • Sony ‘Balls’ campaign: Several million views online + 650,000 mentions on blogs etc. High impact on sales Share has risen of more than +40% Cannes Gold Lion
  • Optimisme: ‘Always look at the bright side of live’, ‘elk nadeel heb zijn voordeel’ Stress bestendig: u niet laten opjagen door druk van omstandigheden, klanten etc Altijd zelf de regie in handen houden Mensen motiveren, doen bewegen Transparant, eerlijk, open
  • Entoesiasme als essentie van marketing Mkt = mensen entoesiast maken voor merken Emoties en entoesiasme als motivator en als differentiator Mkt is niet: de consument naar de pijpen van de consument springen, doen wat de consument vraagt, ... hij vraagt niet, hij reageert, het bedrijf moet innovatief zijn Mkt is niet: technieken Gevaar van explosie aan technieken is dat technieken de essentie worden Fout, ter goeder trouw): de DM fans, de On Line fans, de PR fans, ... Mkt is niet: cosmetica Fout, ter kwader trouw: de irs, de politici, de rationalisten, de financiers, ... cfr Paul VdDriessche ea die marketing nog steeds als cosmetica, een truckendoos,schone strik zien Mkt essentie is: entoesiasme creëren voor een idee/visie een markt/bedrijfs visie ontwikkelen, relevant voor product en markt, konsekwent uitgedragen binnen bedrijf, met rendabele volg-groepen. Het hangt natuurlijk van het merk en het product af welke emotie je kan grijpen. Het moet juist/relevant blijven. Reclame kan niet liegen.
  • Transcript of "Socialmedia vlerick oct14_marcmichils"

    1. 1. The participation economy Marc Michils, CEO Saatchi & Saatchi Brussels &quot;Share your honey&quot; seminar, Living Tomorrow, Oct 14
    2. 2. <ul><li>Whats happening out there? </li></ul>
    3. 5. Look at me! Listen to me! Pay attention to me!
    4. 6. We are in the era of co-communication
    5. 7. From uninvited to invited persuaders
    6. 8. Connected
    7. 9. People are getting smarter
    8. 10. PARTICIPATION MARKETING DIRECTION  EMOTIONAL CONNECTIONS INFORM  INSPIRE DISTURBING MESSAGES  ENGAGING CONTENT
    9. 11. From To Mobilisation Ideas that can be advertised Product + Marketing Product = Marketing Saying things to people Doing things for / with people Fill media Create media Advertising ideas Participation
    10. 12. Product + Marketing Product = Marketing
    11. 13. The product is so cool, different, innovative, people can’t help but talk about it
    12. 14. Saying things to people Doing things for/with people
    13. 15. We are in the era of co-creation <ul><li>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 </li></ul>
    14. 16. The consumer becomes the (co-) owner of the brand
    15. 17. Consumers ---> Loyal consumers ---> advocates ---> inspirational consumers
    16. 18. Participation Value Advertising Relationship Advocacy
    17. 19. Fill media Create media
    18. 22. Participation Mobilisation
    19. 23. T-mobile Obama Halo 3 Nike Burger King Cadbury Now Dark Knight
    20. 24. To mobilise people you need emotion
    21. 25. “ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions .” Donald B. Calne Professor of Neurology University of British Columbia
    22. 26. Encourages creativity Cultivates and celebrates the art of writing Sees through the eyes of a baby Fuels every child’s imagination
    23. 27. Love/respect axis Brands Low Love High Respect Lovemarks High Love High Respect Fads High Love Low Respect Products Low Love Low Respect
    24. 28. High respect High Love Low respect Low Love
    25. 29. Advertising ideas Ideas that can be advertised
    26. 30. Social media = worth of mouth that you have to earn
    27. 31. <ul><li>Media should ignite the conversation and be nimble enough to adapt as out story unfolds </li></ul>
    28. 32. Attraction economy Design stores products events experiences fashion Music talent, bands, shows music videos ringtones downloads communities Experiences attractions theme parks talent events stores rankings Sisomo tv sports events drama music games online widgets Mobile sisomo games snack tv movies events communities competitions listings widgets Store experiences design events sisomo Events Talent ideas comedy music design Print magazines books posters Inspirational consumers online blogs store communities rankings Hospitality food events beverages hotels spas Entertainment movies stage shows dvd awards tv shows Gaming development characters and products product placement events and awards communities
    29. 33. ROI will also be determined by how contagious an idea becomes <ul><li>It’s no longer about numbers of impressions you’ve made, but the amount of fans you’ve created </li></ul>
    30. 34. <ul><li>Our role is to fuel conversations </li></ul>
    31. 35. <ul><li>Respect the look & feel & authenticity of the medium (and not necessary the look & feel of the brand) </li></ul>
    32. 36. Every touch point tells a part of the story so that it’s amplified by word-of-mouth
    33. 37. Social media = be open, honest & spontaneous
    34. 39. With Love [email_address]
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