The Marketing Revolution - Caused by you and 3.000.000.000 people

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Why you and 3.000.000.000 people are the cause of the biggest marketing revolution in 50 years - And how empowering people is the Tour De Force in marketing.

Why you and 3.000.000.000 people are the cause of the biggest marketing revolution in 50 years - And how empowering people is the Tour De Force in marketing.

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  • 1. HOW EMPOWERING PEOPLE IS THE TOUR DE FORCE IN MARKETINGJOAKIM VARS NILSEN, CREATIVE STRATEGISTtwitter.com/joakimnilsenA PART OF MCCANN WORLDGROUP
  • 2. 22.07.2011First I want to tell you about the day where I experienced one of the main consequences ofthe information revolution. I was nearby the Oslo bomb. But not in the center.
  • 3. When people, like me, who came to look at what´s happened was being evacuated. I filmedthe broken shopping windows with my Smartphone and posted it on my blog. I talkedabout it with people and we thought it might be a gas explosion – and I went home.
  • 4. What I did not now was that my film clip was autoposted onto Youtube. I came home andthen suddenly discovered that I had received loads of emails and notifications from Youtube.
  • 5. I thought it was strange, but on the other hand it was a big explosion. And it wassummertime. But then …
  • 6. CNN asked me to call. Which I did without thinking to much about it. The person asked mewhat´s happened. And I told them that I thought it was a gas explosion. Then all of asudden another person told me it was 5 seconds before I went live. I turned on CNN…
  • 7. …and at the same time as I received the first question and saw my film clip on TV Isuddenly realized I was being interviewed by CNN live.
  • 8. ?When the interview was over. I was completely bewildered. But then I checked Twitter andstarted to realize what was actually happening. This experience gave me an experience inwhat the biggest change in the marketplace really is all about.
  • 9. “It seems passé today to speak of the Internet revolution. In someacademic circles, it is positively naïve. But it should not be.The change brought about by the networked information environment isdeep. It is structural. It goes to the very foundations of how liberal marketsand liberal democracies have coevolved for almost two centuries” - Yochai Benkler, ‘The Wealth of Networks’
  • 10. WE ARE IN THE MIDSTOF THE BIGGESTMARKETINGREVOLUTION IN 50YEARS.
  • 11. In decades the purpose of a brand has been to create a new customer.
  • 12. And mass media was the perfect tool to create brand friendly consumers. Like print.
  • 13. Radio.
  • 14. Billboards.
  • 15. And TV.
  • 16. ADVERTISING 1.  a public promotion of some product or service 2.  the business of drawing public attention to goods and services - dictionaryADVERTISING has been the way we have done it. With success! But what doesadvertising actually mean?
  • 17. ADVERTISING is a form of communication used to persuade anaudience - viewers, readers, listeners - to take some action withrespect to products, ideas, or services. - wikipedia Advertising = viewers, readers, listeners.
  • 18. And why has the effect of only using advertising declined?
  • 19. WTF?What is happening?
  • 20. Sharing information is evolutionary hardwired in us. That´s how we survived. It´s in ourDNA. And what drives the internet is not serach, its sharing. With new technology tools wehave been able to share – en masse! We have discovered that…
  • 21. 3.000.000.000 NEW PARTICIPANTS IN THE MEDIA LANDSCAPE!There is 3.000.000.000 new participants in the media landscape. Up until a few years agoit was only the state, media and brands who could publish information publicly. Today itsevery single one of us. Advertising as we know it – must be redefined. This is the biggestmarketing revolution since the 60-ties.
  • 22. This is a TV ad from 2009. This is advertising. It did not, alone, do the job for Norwaysbiggest water brand. Decline in sales 2 years in a row.
  • 23. WTF?The marketing department…and us. What is happening?
  • 24. We then redefined and identified the reason to WHY the brand was in the market. Andthen dived into culture for sharing this ideal with the market. Not to create loyalconsumers, but finding ways of being loyal to them.
  • 25. With 2.500.000 new participants in the Norwegian market landscape we wanted tobecome part of the stories from and between people. People could create the movie abouttheir social life on Facebook. And…
  • 26. ...they could also challenge each other to be “ready for everything”.
  • 27. ADVERTISING IN MASS MEDIA Yes, we made a TV commercial. And it was brilliant…
  • 28. …in combination with…
  • 29. ACTIVATION IN SOCIAL MEDIAActivation in social media through the digital solutions we created.
  • 30. It´s nice to be on Facebook. But it´s not what activates the market.
  • 31. GROWTH   Brand   SALES   SALES   SALES   SALES   PRODUCT/ PRODUCT/ PRODUCT/ PRODUCT/ PRODUCT/ SERVICE  (A)   SERVICE  (B)   SERVICE  (C)   SERVICE  (D)   SERVICE  (E)   Idea/ Idea/ Idea/ Idea/ Idea/ Idea/ Campaign   Campaign   Campaign   Campaign   Campaign   Campaign   ACTIVATION   ACTIVATION   ACTIVATION   ADVERTISING   ADVERTISING   SOLUTION.COM   SOLUTION.COM   SOLUTION.COM   TRAFFIC   January  2012   TIME   January  2013   ACTIVATION  SOLUTION.COM/FB  FAN     A 100% holistic approach does. BRAND.COM  
  • 32. 170.000 50%The TV commercial was seen by viewers, some of these viewers became one of 170.000unique participants to the digital solution. 50% of the traffic came from user generated FBposts from activating and creating participants. And most important…
  • 33. 22%22% growth in sales. Empowering people and becoming part of the stories from andbetween people through advertising in mass media + activating in social media gave results.    
  • 34. THE MAIN GOAL FOR ABRAND TODAY IS TOCREATE A NEWCUSTOMER WHOCREATES NEWCUSTOMERS. 
  • 35. We have also tried to morph mass media with citizen media.
  • 36. A small and simple solution for Big Brother on TV 2, a national TV channel´s editorialwebpage, where people could watch TV and publish posts, likes and comments on TV 2editorial web site and also to their Facebook walls.
  • 37. 25%25% of the participants spread their participation on the editorial page to their friends onFacebook (comments not included)
  • 38. Old school advertisers VS new school social media hipsters?
  • 39. No. It´s about a strategy that understands how social media has fundamentally changedthe marketplace.
  • 40. ACTIVATE!So activate people by giving them something to do – and someone to do it with.
  • 41. People WANT to be part of the new media landscape. People are on a never-ending questto find something worth saying/publishing.
  • 42. And if people have nothing to say. They say it anyway. So it´s a fantastic opportunity forbrands to become part of the stories from and between people. 3.000.000.000 stories.
  • 43. ADVERTISE! Use advertising to tell people what you do - and with whom.
  • 44. GROWTH   Brand   SALES   SALES   SALES   SALES   PRODUCT/ PRODUCT/ PRODUCT/ PRODUCT/ PRODUCT/ SERVICE  (A)   SERVICE  (B)   SERVICE  (C)   SERVICE  (D)   SERVICE  (E)   Idea/ Idea/ Idea/ Idea/ Idea/ Idea/ Campaign   Campaign   Campaign   Campaign   Campaign   Campaign   ACTIVATION   ACTIVATION   ACTIVATION   ADVERTISING   ADVERTISING   SOLUTION.COM   SOLUTION.COM   SOLUTION.COM   TRAFFIC   January  2012   TIME   January  2013   ACTIVATION  SOLUTION.COM/FB  FAN     This  is  important.  But…   BRAND.COM  
  • 45. What’s most important is creative passion. The tools for conversations/stories,ACTIVATION, is social media technology and advertising formats. But the criteria forsuccess is what’s being produced. It needs to be strong enough to become a socialcurrency.
  • 46. I TELL MY FRIENDS ABOUT YOUR BRAND NOT BECAUSE I LIKE YOUR BRAND - BUT BECAUSE I LIKE MY FRIENDS. – Mike ArauzMarketing needs to empower everyone, not make the brand act like it is everyone.
  • 47. The CEO of LEGO was interviewed after presenting incredible positive financial resultsthis year. And he got the following question.
  • 48. “What market share do you aim for worldwide, and where should the growth come from?”
  • 49. He answered: “I have no specific market share goals for LEGO. We are measuring oursuccess on customer satisfaction and on how many recommends LEGO products toothers – so our growth and market share is just a result of this strategy.”
  • 50. 1 BRANDS ARE DRIVEN BY GROWTHTo grow you need to measure positive changes in TRUST, QUALITY and most important ofall HOW MANY PEOPLE TALK ABOUT YOUR BRAND off- and online. These are themost important goals for growing. And to grow we need to…
  • 51. 2 CULTURE IS DRIVEN BY CREATIVITYBecome part of culture by adding value to what people are most passionately about. Howabout stop creating media plans – and instead create interest plans? To create somethingthat becomes a social currency requires creative passion! And this need to be createdbased on…
  • 52. 3 PEOPLE ARE DRIVEN BY NEEDSInsights of what people are driven by – something activation solutions will give you overtime! Listening and conversation is overrated. What is lacking is leadership. Be bold andcreate marketing solutions that inspires action by activating the market. Because…
  • 53. HOW EMPOWERING PEOPLE IS THE TOUR DE FORCE IN MARKETINGJOAKIM VARS NILSEN, CREATIVE STRATEGISTtwitter.com/joakimnilsenA PART OF MCCANN WORLDGROUP