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An introduction into the principles of Tribal Marketing

An introduction into the principles of Tribal Marketing

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Tribal cafe tribal_marketing Tribal cafe tribal_marketing Presentation Transcript

  • Tribal Marketing
  • TO UNDERSTAND HOW TECHNOLOGY IS CHANGING MARKETING, BEGIN BY ASKING HOW IT IS CHANGING PEOPLE AND SOCIETY. UNDERSTAND  BEHAVIOUR, NOT  TECHNOLOGY 
  • SOCIAL MEDIA CHANGES EVERYTHING. DON’T ASK “IS IT GOING TO AFFECT ME” IT ALREADY IS…YOU JUST DON’T KNOW IT
  • 500 MILLION 2 BILLION 1/3 - The proportion 27 MILLION. Facebook users. If The number of of women aged 18-34 The average number Facebook were a who check Facebook of “tweets” per day country, it would be the YouTube videos when they first on Twitter. third most Populated in viewed per day. wake up—even before the world, ahead of the going to the bathroom. United States 500 500 BILLION 95% 78% BILLION. The number of peer The percentage of of consumers trust The number of influence companies using peer minutes spent on impressions LinkedIn recommendations. Facebook per Americans generate to find and attract Only 14% trust month  per year via social employees. advertisements media. 25 BILLION. 4 BILLION. 1 in 6. 200 MILLION the amount of content The number of The number of The number of Blogs in (web links, news stories, images hosted on marriages last year the world. 34% of blog posts, notes, Flickr. between bloggers post opinions Photos, etc.) shared people who met about products & each month on through social brands Facebook. media.
  • MARKETS are CONVERSATIONS CONSUMERS are EMPOWERED CONSUMERS are CREATIVE COMMUNITIES are EVERYWHERE COMMUNITIES are TRIBES
  • PEOPLE JOIN TRIBES…TO CONNECT, BELONG AND MAKE FRIENDS.   PEOPLE JOIN PEOPLE JOIN TRIBES…TO SHARE TRIBES…TO EXPERIENCES, COLLABORATE AND INFORMATION AND CREATE .  THOUGHTS.
  • “A tribe needs a Internet tribes shared interest and a way to communicate.” “Twitter and blogs ... contribute an entirely new dimension of what it means to be a part of a tribe. The real power of tribes has nothing to do with the Internet and everything to do with people.”
  • Traditional Marketing Tribal Marketing Consumers are seen as individuals to be Consumers are viewed as having targeted based on a set of segmentation interests, concerns, passions, identity criteria – age, income, gender and unifying purpose. Consumers are viewed as independent Marketing focuses on supporting the decision makers. Marketing focuses on community adding value to it and one way communication. helping it to it to develop. The focus is on developing consumer The focus is on facilitating relationships: loyalty marketing, 1-to-1 conversations, communities, helping marketing facilitate needs – consumer centric Companies focus on top down The focus is on word of mouth broadcast methods of marketing to marketing, engaging conversations, consumers: telesales, email, ads listening, responding to consumers.
  • Why Tribal Marketing Works Develop intimate Word of Mouth by relationships Tribe with members consumers Free word of mouth by Brand Solicit passionate advocacy consumer consumer who feedback love to tell people Customer Customer Gain loyalty loyalty valuable insight Reduced marketing ROI spend Product improvements Increased and innovation revenues
  • 78% OF CONSUMERS TRUST PEER RECOMMENDATIONS ONLY 14% TRUST ADVERTISEMENTS BUY CLOTHES ASK FRIENDS BUY CAR ASK FRIENDS CHOOSE BANK ASK FRIENDS CHOOSE JOB ASK FRIENDS DONATE MONEY ASK FRIENDS VOTE ASK FRIENDS
  • Tribes and Digital Totems Totems are the symbols, rule and rituals of a tribe To be part of a community you need to understand its purpose, identity and totems Customs, social mores and storytelling reinforce the community and its identity Be accepted in the tribe or lead it and you have access to remarkable insights
  • ... AND IT’S OFTEN SELF ORGANISED
  • STOP THINKING “CAMPAIGNS” START THINKING “CONVERSATIONS” 
  • THE MARKETING BECOMES THE PRODUCT AND THE PRODUCT BECOMES THE MARKETING PRODUCTS BECOME INVITATIONS TO A DIRECT RELATIONSHIP BETWEEN THE PARTICIPANT AND THE MARKETING PEOPLE BECOME MEMBERS - NOT CUSTOMERS
  • TRIBAL MARKETING = ADDING VALUE TO COMMUNITIES = A SUSTAINABLE WAY TO DEVELOP BUSINESS = LONG TERM VALUE TO BRAND = INNOVATIVE WAY TO ENGAGE CUSTOMERS
  • Let us know what you think email: contact@tribalcafe.co.uk website: www.tribalcafe.co.uk twitter: tribaltalk