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Activate The Market

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The time for testing is over. It´s time to activate the market to support a sustainable business model.

The time for testing is over. It´s time to activate the market to support a sustainable business model.

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  • 1. A REMIX – 3 ACTIVATE THE MARKET THE TIME OF TESTING IS OVER. ITS TIME TO ACTIVATE THE MARKET. JOAKIM VARS NILSEN, CREATIVE STRATEGIST twitter.com/joakimnilsen A PART OF MCCANN WORLDGROUP
  • 2. TO ACTIVATE THE MARKET: A BRAND NEEDS TO HAVE A PULSE WE´RE IN THE MARKET OF PEOPLE´S EVERYDAY LIFE, EMHANCED DIGITALLY. WHERE…
  • 3. …PUSHING ONE GRAND MESSAGE 1-4 TIMES A YEAR ENDLESSLY REPEATED IN THE HOPE TO CATCH ATTENTION AND, IN BEST CASE, BUILDING PASSIVE AWARENESS IS A DEAD END. YOU NEED TO…  
  • 4. …DO SOMETHING 365 DAYS A YEAR… 
  • 5. … CONTINUOUSLY CREATING BETTER VALUE EXCHANGE THAN YOUR COMPETITORS.
  • 6. WHY? THE MARKET HAS FUNDAMENTALLY CHANGED. For recap of this change please view “Power Of People – Why empowering people is key in marketing” http://www.slideshare.net/joakimnilsen/power-of-people-1490106
  • 7. THE MAIN PURPOSE OF A BRAND HAS ALWAYS BEEN TO CREATE A NEW CUSTOMER. AND MASS MEDIA WAS THE PERFECT TOOL FOR CREATING BRAND FRIENDLY CONSUMERS Image: @willsh
  • 8. 20th century mass media failed because monopoly became a substitute for meaningful value creation whereas the deep structural change brought by the networked information revolution – powered by new technology - proved that…
  • 9. …people are interested in meaningful stuff that matters the most. The removal of information by mass media, not increase, on behalf of quality has made people create and emigrate to niche media and each other for information about what matters the most. Follow: @willsh
  • 10. ? THIS REQUIRES A DIFFERENT MINDSET AND APPROACH FOR BRANDS AND MARKETING PEOPLE.
  • 11. FOCUS TODAY BRAND 2.0 SOCIAL MEDIA BUSINESS (A MODEL WHERE ALLE PARTICIPANTS IN THE ECO SYSTEM IS LOOKED UPON AS VALUABLE) POTENTIAL TODAY Follow: @passitalong
  • 12. SOCIAL MEDIA COMPLEMENTS ALL TRADITIONAL FORMS OF ADVERTISING. BUT YOU DON’T NEED A SOCIAL MEDIA STRATEGY. YOU NEED A STRATEGY THAT UNDERSTANDS HOW SOCIAL MEDIA HAS FUNDAMENTALLY CHANGED THE MARKETPLACE.
  • 13. ON THE INTERNET EVERYONE IS SMALL – INCLUDING BRANDS. WE HAVE GONE FROM SCARCITY OF MEDIA TO SCARCITY OF ATTENTION – WHICH CANNOT BE BOUGHT BUT EARNED.. THEREFORE…
  • 14. …THE CHALLENGE IS HOW TO EMPOWER AND ENGAGE IN A MARKET WHERE PEOPLE IS GETTING MORE AND DEEPER CONNECTED TO EACH OTHER AND NOT AT LEAST – WHERE?
  • 15. WATCHING TV? Yes, we do. But all available stats show the decline in effect - lower impact and drastic fall of % enjoying TV ads. Also take into the consideration the rapidly growing trend of watching TV on PC, PVR and the use of PC while watching TV.
  • 16. READING NEWSPAPERS ON- AND OFFLINE? PEOPLE ARE MIGRATING TO NICHE NEWS SITES AND ALSO NEWS IS GOING SOCIAL.
  • 17. USING SMARTPHONES? 2013: MOBILE OVERTAKE PC´S AS MOST COMMON WAY TO ACCESS THE INTERNET.
  • 18. VISITING BRAND SITES? GO TO TRENDS.GOOGLE.COM/WEBSITES AND TYPE IN ANY BRAND. THE TREND IS CLEAR – TRAFFIC GOING DOWN OR FLAT AT BEST. COCA-COLA.COM;
  • 19. PEOPLE ARE MORE ONLINE THAN EVER BUT WHERE ARE THEY? PEOPLE ARE SPENDING THEIR TIME ON SOCIAL NETWORKS.
  • 20. PEOPLE WANT AND NEED BRANDS, THE KIND OF BRANDS THAT FOCUS ON CREATING RELATIONSHIPS AND HELPING CUSTOMERS TO GET MORE OUT OF THE PRODUCTS AND SERVICES THEY OWN.
  • 21. WE NEED TO GO FROM BUYING TIME FOR PERSUADING PEOPLE TO OPEN THEIR WALLETS TO…
  • 22. …CREATING VALUABLE TIME THAT MOVES PEOPLE FROM JUST LIKING YOU TO LIKING TO BUY FROM YOU.
  • 23. THE MAIN GOAL FOR A BRAND TODAY IS TO CREATE A CUSTOMER WHO CREATES NEW CUSTOMERS. 
  • 24. IT´S THE SOCIAL VALUE CREATED BY WHAT YOU´RE LAUNCHING OR HOW YOU PROMOTE IT THAT COUNTS. 70 % of the traffic came from users spreading it through Facebook. Client: TV 2
  • 25. MAXIM UMUNTU NGUMUNTU NGABANTU THEREFORE WE NEED TO SHIFT FOCUS FROM THE SELF-INTERESTED INDIVIDUAL IN YOUR MARKETING TO GROUP DYNAMICS. “A PERSON IS A PERSON THROUGH OTHER PERSONS” Follow: @stoweboyd
  • 26. WE ARE PRIMATES, SOCIAL CREATURES. WE LIKE TO SOCIALIZE. AND WE SOCIALIZE AROUND OBJECTS. PEOPLE DON´T JUST TALK, THEY TALK AROUND OBJECTS. SOCIAL OBJECT PERSON 1 PERSON 2
  • 27. IT´S SAID THAT “YOUR BRAND IS NO STRONGER THAN YOUR REPUTATION – AND WILL INCREASINGLY DEPEND ON WHAT COMES UP WHEN YOU ARE GOOGLED”  YOU NEED TO SHIFT FOCUS…
  • 28. “THE MOST IMPORTANT WORD ON THE INTERNET IS NOT SEARCH. THE MOST IMPORTANT WORD ON THE INTERNET IS SHARE. SHARING IS THE DRIVER. SHARING IS THE DNA.” H. MACLEOD Follow: @gapingvoid
  • 29. SHARING IS POWER IN TODAY´S SOCIALIZED MARKETPLACE SO WE NEED TO…
  • 30. …HELP PEOPLE DO WHAT THEY WANT, OR DO BETTER WHAT THEY ALREADY ARE DOING BY ADDING VALUE TO PEOPLE´S EVERYDAY LIFE…
  • 31. …DEFINING AND CREATING SOCIAL OBJECTS, ONE OR MANY, AND THAT WHEN SHARED ENHANCES THE EXPERIENCE.
  • 32. 1.  TRUST. WE LIVE IN A RELATIONSHIP ECONOMY WHERE TRANSACTIONS ARE A BY-PRODUCT OF MEANINGFUL RELATIONSHIPS. RELATIONSHIPS WHICH ARE A RESULT OF TRUST TO THE BRAND. HOW DO YOU AS A BRAND BUILD TRUST?
  • 33. 2. ACTIVATE A BRAND BUILDS TRUST BY CONTINUOUSLY GIVING SOMETHING OF VALUE TO EXISTING CUSTOMERS SO THAT YOUR CUSTOMERS, THROUGH THE 365 SOLUTIONS YOU HAVE PRODUCED AND LAUNCHED, BOTH WANTS AND ACTIVELY HELP YOU GET NEW CUSTOMERS.
  • 34. CREATE 365 SOLUTIONS THAT ARE A COMBINATION OF COMMUNICATION, PLATFORM AND PRODUCT A 365 solution, ongoing campaign/ product Client: TV 2.
  • 35. NEW TECHNOLOGY HAS CHANGED THE RULES OF WHAT WORKS. TO ADAPT A NEW MINDSET WITHOUT A STRATEGY IS A WASTE OF RESOURCES. BUT THOSE WHO HAVE, SUCCEEDS.
  • 36. THE MODEL OF A MEDIA NEUTRAL PLANNING WITH ONE IDEA BEING EXECUTED DIFFERENTLY THROUGHOUT VARIOUS CHANNELS IS DEAD… DM ADVERTISING INSTORE PR BIG IDEA INTERACTIVE EMPLOYEES EXPERIENCES
  • 37. FOCUS ON SOMETHING PEOPLE CAN BRING TO THEIR NETWORKS OR ENHANCE THE POSSIBILITY OF THEM CONTRIBUTING TO IT, BY CREATING SOMETHING OF SHARED INTEREST. DM ADVERTISING Person Person IN STORE PR TARGET GROUP NETWORKS Person Person INTERACTIVE EMPLOYEES EXPERIENCES
  • 38. BEEN A YEAR OF TESTING WHILE AT THE SAME TIME SEEN THE DRASTIC DECLINE IN EFFECT OF TRADITIONAL MARKETING EFFORTS. 2010
  • 39. THE TIME OF TESTING IS OVER – IT´S TIME TO ACTIVATE THE MARKET AND BECOME THE MOST PARTICPATORY BRAND WITHIN YOUR CATEGORY. 2011
  • 40. USE THE INSIGHTS OF WHAT PEOPLE DO, NOT WHAT THEY SAY.
  • 41. HOW TO CREATE CHANGE IN BEHAVIOUR? IT´S PEOPLE THAT HOLDS THINGS TOGETHER THROUGH THE FLOWS AND PATTERNS OF THEIR EVERYDAY USER BEHAVIOR SO CREATE POSITIVE EMOTIONALLY RESPONSES BY ENABLING PEOPLE TO CREATE SOMETHING WORTH SHARING.
  • 42. IT´S A CLEAR CORRELATION ON I.E FACEBOOK WHAT PEOPLE SAY AND ACT BASED ON WHAT THEIR NETWORK SAY AND ACT.
  • 43. WHO´S INFLUENCERS ON WHAT? TOPICS? STATE OF MIND? HOW DO THEY COMMUNICATE? AND WHERE? USE INSIGHTS ON I.E FACEBOOK ON HOW MANY FRIENDS YOUR TARGET GROUP HAVE TO UNDERSTAND WHAT WILL ENABLE THEM TO EXPRESS THEMSELVES BETTER.
  • 44. WHAT ACTIVATES PEOPLE? ON I.E FACEBOOK WHAT CREATES LIKES OR COMMENTS? IMPORTANT INSIGHT TO BE ABLE TO BECOME PART OF CULTURE.
  • 45. PEOPLE LIKE TO DO STUFF AND BE TOGETHER, BUT THEY DO NOT KNOW WHAT TO DO OR WHY THEY SHOULD BE TOGETHER.
  • 46. SOLUTION: HELP CONNECTING PEOPLE AND GIVE THEM SOMETHING TO DO. !
  • 47. YOUR BRANDS GOALS IN 2011? SOURCE: SURVEY OF CORPORATE SOCIAL STRATEGIST, ALTIMETER GROUP, NOVEMBER 2010 (US COMPANIES) WEBSITE INTEGRATION DEVELOP ONGOING DIALOG WITH CUSTOMERS LISTENING/LEARNING CREATING ROI MEASUREMENTS INTERNAL EDUCATION AND TRAINING DETERMINING AN ORGANIZATIONAL MODEL FOSTERING WOM FORMALIZING AN ADVOCAY PROGRAM SOCIAL COMMERCE MOBILE/LOCATION APPLYING SOCIAL INSIGHTS TO PRODUCT ROADMAP DEVELOPING A LISTENING MONITORING SOLUTION TOOLS AND TECHNOLOGIES IN PLACE COLLABORATING WITH CUSTOMERS TO ACHIVE THESE GOALS YOU NEED TO:
  • 48. 1 FOCUS ON BUSINESS GOALS. …CREATE REVENUE, SUPPORT A SUSTAINABLE BUSINESS MODEL BY BUILDING STRATEGIES AND SOLUTIONS THAT ACTIVATES THE MARKET.
  • 49. 2 FOCUS ON ALIGNING BOTH BRAND 2.0 AND SOCIAL MEDIA EFFORTS. LEADERS REALIZE THE IMPORTANCE OF BUILDING A POSITIVE AND PROACTIVE CULTURE AND AT THE SAME TIME ENABLES THEM TO COMMUNICATE WITH THE MARKET.
  • 50. 3 ORGANIZING INTERNALLY. KEY FOR SUCCESS IN TODAYS NEW MARKETPLACE.
  • 51. STRATEGY. 4 100% HOLISTIC FOCUS. EARNED, PAID AND OWNED MEDIA NEEDS TO WORK IN SYMPHONY. A REPETETIVE STRATEGY PROCESS IS A MUST. UMAIR COINS CONSTRUCTIVE CAPITALISM, WE NEED A CONSTRUCTIVE STRATEGY – OR PHILOSOPHY IF YOU LIKE…
  • 52. CONSUMERS POTENTIAL NEW CUSTOMERS WRONG FOCUS TODAY. TO BE ABLE TO ACT MORE CONSTRUCTIVELY THAN YOUR COMPETITORS YOU NEED TO … ANSATTE EKSISTERENDE KUNDER SAMARBEIDS PARTNERE
  • 53. CONSUMERS POTENTIAL NEW CUSTOMERS FOCUS ON THE WHOLE ECO SYSTEM THAT YOUR BUSINESS IS OPERATING WITHIN. WHY? BECAUSE THE ESSENCE OF THE NEW MARKETPLACE IS… INTERNALLY EXISTING CUSTOMERS PARTNERS
  • 54. > SHARING OF INFORMATION IN PUBLIC. THERE WAS A TIME WHEN ONLY BRANDS, MEDIA AND THE STATE COULD PUBLISH INFORMATION PUBLICLY. TODAY EVERYONE CAN AND CONTINUOUSLY DO IT. AND WHEN WE KNOW WHAT BASIC PSYHCOLOGY TELLS US THAT WE AS PEOPLE HAVE A FUNDAMENTAL NEED TO COME IN CONTACT WITH EACH OTHER: WHO ARE YOU COMPETING AGAINST IN REGARDS TO ATTENTION? > ALWAYS ON. CUSTOMERS AND EMPLOYEES USE SOCIAL MEDIA, WHICH ONLY IS TOOLS ENABLING PEOPLE TO COMMUNICATE MORE AND BETTER WITH EACH OTHER, TO BEE SEEN AND BELONG 24/7 – 365 DAYS A YEAR. > INCREASE IN PRODUCTIVITY OF INFORMATION. EVERYONE PRODUCE INFORMATION TODAY. INSANE GROWTH…THERE´S NO SHORTAGE OF SPACE ANYMORE IN THIS NEW MARKETPLACE. IMPOSSIBLE TO BUY ATTENTION: WHAT DO YOU DO TO DESERVE ATTENTION?
  • 55. THAT´S WHY INTEGRATION IS KEY. DIGITAL IS NOT ONLY WHAT HAPPENS ON A BRANDS WEBSITE - DIGITAL IS EVERYWHERE WHERE THE BRAND COMES INTO CONTACT WITH PEOPLE: SOCIAL MEDIA, OTHER WEBSITES, BLOGGS, TRADITIONAL MEDIA SITES, SMARTPHONES ETC. THAT’S WHY YOU NEED A HOLISTIC APPROACH TO THE REALITIES OF THE NEW MARKETPLACE AND LOOK UPON THE WEB AS A NETWORK. ! DIGITAL NEEDS TO BE THE CORE OF THE BRANDS BUSINESS.
  • 56. ACTIVATE! 5 AN ACTIVATION PLAN NEEDS TO BE ACTIVATED. LAUNCH, MEASURE, MAINTAIN, ADJUST AND REPAT OVER AND OVER AGAIN. 1-4 NEEDS TO BE IN PLACE FIRST – BUT MANY BRANDS START 2011 WITH ASKING THE QUESTION…
  • 57. WE GOT 25.000 FANS ON FACEBOOK. NOW WHAT? ANSWER: MAKE IT AS SIMPLE AS POSSIBLE FOR PEOPLE TO SHARE YOUR (COMMON) STORY.
  • 58. FOCUS ON NICHE NETWORKS. AS PEOPLE DISCOVER THAT FRIENDS ARE NOT THE BEST SOURCE FOR INFORMATION ABOUT MANY OF THE THINGS THEY ARE INTERESTED IN. THEY SEEK AND TURN TO LIKEMINDED NICHE NETWORKS. BUILD THEM OR SUPPORT THEM! AND BUILD THEM UPON SOCIAL GRAPHS AS FACEBOOK OR LOCATION BASED SERVICES. PS. I WOULD DEF. BUY A CAMERA OR HIKING BOOTS RECOMMENDED BY THE BEST BIRD SPOTTER IN THE WORLD… AND IF I WHERE A BIRD SPOTTER, AND THEY MADE THIS SITE FOR ME – I WOULD LOVE TO BOTH BUY FROM THEM AND HELP THEM GET NEW CUSTOMERS. !
  • 59. A COMMUNITY FOR MOSE PICTURE AFFICIONADOS…
  • 60. A COMMUNITY FOR “THE LONELY SHOE”…
  • 61. FORGET ABOUT THE CORE PROPOSITION IN THIS NEW MARKETPLACE. THE MOST EFFECTIVE MARKETING CAMPAIGNS CONTAINS NO RATIONAL CONTENT. WHAT´S IMPORTANT IS THAT THEY DIRECT PEOPLE TO ONGOING 365 DAYS SOLUTIONS.
  • 62. FOCUS ON: > EXISTING CUSTOMERS > NICHE NETWORKS > MOBILE > SOCIAL GRAPH - ENABLING SCALE > ADVERTISE – EMOTIONALLY AND CULTURALLY RELEVANT
  • 63. A. BUILD LESS MICROSITES – INTEGRATE! !
  • 64. B. MOBILE PEOPLE WILL USE THE SMARTPHONE AS DEFAULT BROWSING DEVICE. ! EUROPEANS ALREADY SPEND MORE TIME SURFING THE SMARTPHONE THAN READING MAGAZINES OR NEWSPAPERS. SOURCE: EIAA
  • 65. DON´T SPEND MONEY, 2011 IS THE TIME TO INVEST IN ONGOING 365 DAYS SOLUTIONS. REDUCE YOUR PAID MEDIA SPENDING, INCREASE DIGITAL INVESTMENTS.
  • 66. DON´T PUSH ONE GRAND MESSAGE 1-4 TIMES A YEAR ENDLESSLY REPEATED IN THE HOPE TO CATCH ATTENTION AND, IN BEST CASE, BUILDING PASSIVE AWARENESS.  
  • 67. DO SOMETHING 365 DAYS A YEAR AND USE PAID MEDIA TO KICKSTART AND TO HELP PEOPLE AFTER RATIONALIZE BEING PART OF YOUR SOLUTIONS.  
  • 68. DO SOMETHING WITH PEOPLE
  • 69. TELL PEOPLE WHAT YOU DO
  • 70. CONSTRUCTIVE MARKETING GOING FROM A PURPOSE OF CREATING A NEW CUSTOMER, TO CREATING A CUSTOMER WHO CREATES NEW CUSTOMERS IS HARD WORK. THAT’S WHY WE NEED TO PLAN BEYOND THE FIRST CONTACT BETWEEN PEOPLE AND THE MARKETING SOLUTIONS WE CREATE. WE NEED TO PLAN AND ACTIVATE PEOPLE SO THAT THEY CONTINUE TO INFLUENCE THEIR NETWORKS BOTH ON- AND OFFLINE. SO THAT WE CAN OPERATE MORE MEANINGFULL THAN OUR COMPETITORS IN THE NEW MARKETPLACE.
  • 71. TO ACHIVE BUSINESS GOALS: THE WEB REPRESENTS THE WHOLE ORGANIZATION TO THE WORLD. IT´S MORE THAN A BROCHURE ON THE WEB. IT´S EVERYTHING YOU DO. IT´S ON IT´S WAY TO BECOME THE PLACE WHERE 100% OF YOUR MARKET HEAR ABOUT YOUR BRAND, FINDS INFORMATION AND GET THINGS DONE. IT´S TIME TO ROLL UP THE SLEEVES. IT´S TIME TO ACTIVATE THE MARKET. A PART OF MCCANN WORLDGROUP
  • 72. ACTIVATE THE MARKET A REMIX – 3 THE TIME OF TESTING IS OVER. ITS TIME TO ACTIVATE THE MARKET THANK YOU FOR YOUR TIME! FEEL FREE TO CONTINUE THE CONVERSATION WITH ME ON: aresonance.posterous.com www.twitter.com/joakimnilsen www.linkedin.com/in/joakimnilsen blog.mediafront.no JOAKIM VARS NILSEN, CREATIVE STRATEGIST @mediafront – A Part Of McCann Wolrdgroup Thanks to those who keeps sharing valuable inspiration, knowledge and always are open for discussions. You will find them amongst the people I follow on twitter, my colleagues and lastly but not least - our clients that has pushed and continuously added value to our knowledge at MediaFront. http://www.flickr.com/photos/libertinus/3474692586