Growth versus Contribution

Growth versus Contribution Changing the purpose of business Raimo van der Klein http://contributionmarketing.wordpress.com January 2007

About this slideset

This slideset is especially made for companies serving consumers.

It is made to show you the biggest change in business since the start of stock markets.

It shows you the force that will move us from:

Growth to Contribution

People are Connected Email Blogs Instant Messaging Cellphones VOIP SMS

Connected people create their own connected markets Crowdsourcing Co creation Crafting User Generated Content Recommendations (V)Blogs Peer2Peer Comments

A new Democracy is forming..

Companies are isolated No Dialogue with customers Mass marketing Advertising agencies Not transparant(fear) Research companies

Stuck in an isolated input/output mechanism “ How do I get attention?” “ How do I differentiate from my competitor?” “ What is my ROI?” “ I am a moneymaking machine”

Focussed on growth and profit

Isolated Companies focus on own growth ( solitairy survival ) Connected People focus on contribution to the collective ( protecting the group )

Something has got to break..

The Bad News

Many new companies will arise from within the connected networks.

Started by individuals..

.. They will gain momentum

The Good News

Through changing your strategy from growth to sustainable contribution you can survive.

It is a big change!

The Dilemma Growth Contribution An isolated machine(Clock) Part of a machine( pendulum) Defines itself by what it is Defines itself by why it is Focussed on input/output Focussed on adding value I am a ... My part takes care of...

The Dilemma Growth Contribution More, more, more Enough is enough Selling Facilitate buying Seller Servant Constant inbalance Sustainable balanced market between reality and ambitions Do you want to sell? or have someone buy?* *Sharon Drew Morgan

The Dilemma Growth Contribution Broadcast the message Listen to the message Selling the idea Providing a solution Brand Reputation

The Dilemma Growth Contribution Closed Open

The Dilemma continued

Customers will ask you(if your lucky):

to open up your resources

how you will contribute to a better life

to please stop asking for attention

Which intrinsic values your product has:

Design, greener, healthier, cheapier, easier, entertaining, cleaner

To serve them 100%

Dynamics of Scale

Scale can help you..

reduced costs

innovation

Scale can hurt you..

standardization

slow and remote

Process of Change Select a market What are your resources? What are your capabilities? What is easy to attain for you? Select a group of people you know You have access to them? You have details on them? You are them? Ask how you can contribute with your resources ..and start the dialogue

Contribution Marketing

Serving a selected group of networked individuals within your selected market .

Build products around intrinsic product values.

Grow from there...

Get connected and serve !

Timeline

2007 :

Broad awareness for the growing power of the Collective.

The power of the collective will start to influence us beyond the boundaries of Media/ICT(web 2.0).

People seek sustainability , contribution to their life and that of the community, transparancy and intrinsic product values.

Timeline

2008 :

Customer Facilitation

User Generated Products

Crafting

Amazon/Ebay Time!

Social trade market gets mature

Power2thePeople

About Author

Raimo van der Klein is a marketing and sales professional who worked previously for several large retailers and has been involved in “Connecting People” for the past 6 years. Raimo worked at Nokia Networks as a Product Marketing Manager and worked for Nokia Mobile phones as a Key Account Manager.

Currently he is working as Principal Innovation Manager at KPN in the Netherlands. Responsible for social networks and blogging. Current interests involve: Mobile Marketing, Social Networking, Social sharing, Social Search, RFID, 2D Barcodes, Cocreation, Crowdsourcing, Context awareness, Gadgets, Sustainability, Strategic CSR.