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I AM THE MEDIA Alain Thys, Marketing3 – Nov. 29,2006 Attribution-NonCommercial 2.0 Belgium http://creativecommons.org/lice...
Ceci n’est pas (just) about social media
The  traditional  marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.   McKinse...
This Presentation WHILE YOU WERE SLEEPING WHERE DO WE GO FROM HERE? BRANDS AS STORYTELLERS
While you  were sleeping Part 1:
The Good Ole Days of Corporate Media <ul><li>Central editorial control </li></ul><ul><li>Government regulation (censorship...
“ Your contract with the network when you get the show is that you’re going to watch the spots … Any time you skip a comme...
Yet then the power shifted ® Anytime  -  Any Place  -  Any Way
200,000,000 blogs 1.5 million residents “ The workers should appropriate the means of production” >100,000,000 videos (65,...
In which (semi-)amateurs start to “play for real” NEWS MEDIA BBC Newlsline Ticker 19,550 /million CNN 18,600 New York Time...
Nielsen Rating – Nov 6- Nov 12 YouTube TOP 3 (20 nov 2006) In which (semi-)amateurs start to “play for real” 20.8 CBS CSI:...
In which (semi-)amateurs start to “play for real” For video, please check http://www.mobuzztv.com/
While online media play catchup with traditional outlets July 2006 (cc) Lynette Webb, 2006
The long, long, long, long, long tail The biggest player is 1-200,000 1,000-200,000
(cc) Lynette Webb, 2006
<ul><li>Big Six study (US): People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%) </li></ul><ul><l...
Australia Romania China/Shanghai Philippines India Top Graph = ad awareness  -  Bottom Graph = GRP Weight Response There i...
of consumers don’t believe that companies tell the truth in advertisements 76% Yankelowich
The Consumer is a Cat
Where do we go from here ? Part 2:
THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
Blind Faith Collectivism Command Reasoned Faith Elective Collectivism Contract People are saying: “I can no longer rely on...
A person like yourself or a peer Edelman Trust Barometer 2006 When forming an opinion of a company, how credible would the...
People Trust Humans Source: CMO Council’s Retail Fluency Report, 2005 Most influential information sources in purchasing e...
This is not a “new hype”  just an ignored reality 61% trust other people like themselves (as media) - Edelman Trust Barome...
Paleolithic (stone) age “ hunter-gatherer” -2,000,000 -3500 Writing Print -500 Information Age -50 4000 years of media-rev...
The words I write, I speak, I film The Stories I Tell RADIO, TV, PRINT, EVENTS, … ARE NICE, YET IN MY COMMUNITY I   AM THE...
In a million channel world, brands whose consumers tell the best stories, win
How to control millions of inaccurate and divergent conversations ?  YOU DON’T Consumers are beginning in a very real sens...
Brands have to become storytellers, that « light the fire » … and let go
Brands as Storytellers Part 3:
Tell me a story that makes  my  conversations more interesting
Make it something I really care about  Make it fun, credible and memorable Make it something I can easily tell others Be t...
Make it something I really care about  Make it fun, credible and memorable Make it something I can easily tell others Be t...
If you want them to talk about you make them …  LOVE HATE YET  NEVER  LEAVE THEM INDIFFERENT YOU
Yet it is exactly there that most brands leave consumers “indifferent” Customer Satisfaction Averages (scale 0-10) “ 44% o...
69% of consumers say  emotions  count for over half their customer experience Source data point: strategic resource develo...
TRADITIONAL SEGMENTATION ASSUMES EVERYONE “FEELS THE SAME” Elsa (Female/urban/mid-income/25-30 years old) 25 29
It's easy to understand the survival of popular traditional techniques such as syndicated market research, simplistic quan...
Make it something I  really  care about  GIVE MEANING GO « DEEP » For video, go to http://www.campaignforrealbeauty.ca/fla...
Brands people talk about make meaning  Beyond Money CHOOSE YOUR CLASSIC For Apple video, go to http://www.youtube.com/watc...
Make it something I really care about   Make it fun, credible and memorable Make it something I can easily tell others Be ...
A person like yourself or your peer is seen as the most credible spokesperson about your company Have your customers tell ...
THE GREATEST MARKETING STORY EVER TOLD, BY MILLIONS
Origins of the engagement ring Pope Innocent III 1215  Fourth Lateran Council Birthstones
BUT WHY THE DIAMONDS ?
1938 Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer
1938 Europe 1953 1948 1990s Cullinan IX Cullinan III & IV
For Marilyn Monroe video, go to  http://www.youtube.com/watch?v=p0FDGnAIWpk
The Result Word of mouth to the point of becoming cultural tradition  <ul><li>The Beers Goes Japan </li></ul><ul><li>1978 ...
Make it something I really care about   Make it fun, credible and memorable Make it something I can easily tell others Be ...
FEATURES - BENEFITS VALUES - PROPOSITIONS WHERE ARE THE READY MADE STORIES ???
Hemingway Van Gogh Chabrol Sartre ...
Opinion Leaders – Customers – Employees  Successes  - Failures - Reports  - Milestones  CEO – Founder – Products - … And t...
No intrusive creative, yet true storycrafting 2500 years of experience meets neuro-research Make it something I can easily...
Make it something I really care about   Make it fun, credible and memorable Make it something I can easily tell others Be ...
It’s the steak, not the sizzle baby
Based on: Edelman Trust Barometer, 2006 – attributes for building trust The key drivers for trust & closeness are “quality...
Yet still, most consumers are left “indifferent” Customer Satisfaction Averages (scale 0-10) “ 44% of consumers say the ma...
In fact, if asked, they mostly won’t recommend a brand BTW: The same often applies to the people working for the brand the...
WE PROMISE ONE THING AND DO SOMETHING ELSE 90% of businesses are unable to execute the strategy they have on paper as <ul>...
THE CHOICE If you want to influence WOM you have to convince your organisation to deliver what you promise Be true, so I d...
In which the first step to take is confront reality STAFF – CUSTOMERS –SUPPLIERS – CONSUMERS
Make it something I really care about   Make it fun, credible and memorable Make it something I can easily tell others Be ...
Good Experience I tell 4 people Anonymous Case:  UK Consumer Electronics Bad Experience I tell 18 people Average Sale £ 23...
YET REMEMBER You can not control WOM … only influence it.
 
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I Am The Media

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This is a presentation I gave Nov 29 at the Marketing3 conference at Media Plaza in the Netherlands. A big thank you to Lynette Webb who's visual posts and pictures have provided inspiration for quite a few of the slides.

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  • Transcript of "I Am The Media"

    1. 1. I AM THE MEDIA Alain Thys, Marketing3 – Nov. 29,2006 Attribution-NonCommercial 2.0 Belgium http://creativecommons.org/licenses/by-nc/2.0/be/
    2. 2. Ceci n’est pas (just) about social media
    3. 3. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
    4. 4. This Presentation WHILE YOU WERE SLEEPING WHERE DO WE GO FROM HERE? BRANDS AS STORYTELLERS
    5. 5. While you were sleeping Part 1:
    6. 6. The Good Ole Days of Corporate Media <ul><li>Central editorial control </li></ul><ul><li>Government regulation (censorship) </li></ul><ul><li>One-way communication </li></ul><ul><li>Limited channels of information </li></ul>We will decide what you want & need
    7. 7. “ Your contract with the network when you get the show is that you’re going to watch the spots … Any time you skip a commercial … you’re actually stealing the programming” Jamie Kellner, CEO of Turner Broadcasting, April 2002 (cc) Lynette Webb, 2006
    8. 8. Yet then the power shifted ® Anytime - Any Place - Any Way
    9. 9. 200,000,000 blogs 1.5 million residents “ The workers should appropriate the means of production” >100,000,000 videos (65,000/day) www.ebay.com 21 Nov 2006 14,463,346 auctions Almost 4,000,000 articles (10 languages) 33,347,000 profiles
    10. 10. In which (semi-)amateurs start to “play for real” NEWS MEDIA BBC Newlsline Ticker 19,550 /million CNN 18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Reuters Online 3,680 Guardian Unlimited 2,985 Al Jazeera 2,925 Wall Street Journal 1,995 Le Monde 990 The Huffington Post 959 The Economist 740 Daily Kos (State of theNation) 722 Crooks&Liars (John Amato) 525 Xu Jing Lei 56,750/million 1,000-4,000 comments per article Blogs vs. Mainstream News Media : Early days, yet traffic is growing Every Citizen is a Reporter
    11. 11. Nielsen Rating – Nov 6- Nov 12 YouTube TOP 3 (20 nov 2006) In which (semi-)amateurs start to “play for real” 20.8 CBS CSI: Crime Scene Investigation 3. 22.0 ABC Dancing With the Stars 2. 22.3 million ABC Desperate Housewives 1. 12.7 Quick Change Artists 17.3 Pokemon Theme Music 35.7 MM Evolution of Dance
    12. 12. In which (semi-)amateurs start to “play for real” For video, please check http://www.mobuzztv.com/
    13. 13. While online media play catchup with traditional outlets July 2006 (cc) Lynette Webb, 2006
    14. 14. The long, long, long, long, long tail The biggest player is 1-200,000 1,000-200,000
    15. 15. (cc) Lynette Webb, 2006
    16. 16. <ul><li>Big Six study (US): People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%) </li></ul><ul><li>78.2% of Germans are irritated by advertising, only 24% actually still watches it ( GfK Marktforschung) </li></ul><ul><li>54% of US consumers avoids products & services which “overwhelm” with advertising (Yankelovich Partners) </li></ul><ul><li>85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.) </li></ul><ul><li>In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G) </li></ul><ul><li>A US hour of prime time TV carried 21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27 ( TNS Media Intelligence, Q1 2006 ) </li></ul>BRANDS CONSUMERS RESPONSE
    17. 17. Australia Romania China/Shanghai Philippines India Top Graph = ad awareness - Bottom Graph = GRP Weight Response There is no apparent link between advertising awareness and GRP weight Illustration based on anonymised examples Source: Mediafuture SARL GRPs => Awareness => Karma => €€€ 
    18. 18. of consumers don’t believe that companies tell the truth in advertisements 76% Yankelowich
    19. 19. The Consumer is a Cat
    20. 20. Where do we go from here ? Part 2:
    21. 21. THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
    22. 22. Blind Faith Collectivism Command Reasoned Faith Elective Collectivism Contract People are saying: “I can no longer rely on a single source of information. The omniscient, all-powerfull source – whether a news anchor, doctor, CEO or government official – is gone. Edelman Trust Barometer, 2006 While institutional trust is eroding
    23. 23. A person like yourself or a peer Edelman Trust Barometer 2006 When forming an opinion of a company, how credible would the information be from … People Trust People 15 Blogger 16 PR person 17 Entertainer 19 Union 29 CEO 33 Regular employee 36 Lawyer 53 Accountant 58 NGO Rep 58 Financial Analyst 61 Person like yourself/peer 62 Doctor or similar 62 Academic %
    24. 24. People Trust Humans Source: CMO Council’s Retail Fluency Report, 2005 Most influential information sources in purchasing electronic goods? (TOP 3) 3 Radio 4 TV 4 Magazines 14 Other 14 Retailer information 16 Product/Company Information 21 Internet 25 Newspaper Coupons 33 Word-of-mouth from family & friends 36 In-store demonstration 49 In-store Sales Associate % Source
    25. 25. This is not a “new hype” just an ignored reality 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006 2006 Diffusion studies found that WOM is 10x more effective than media advertising 2001 Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising 1955 36% of surveyed consumers reported learning of an innovation through word-of-mouth, while 48% reported being influenced by WOM when making a purchase decision 1967
    26. 26. Paleolithic (stone) age “ hunter-gatherer” -2,000,000 -3500 Writing Print -500 Information Age -50 4000 years of media-revolution cannot undo 2,000,000 of programming TRIBAL – VERBAL – DISTRUST OF BIG TRIBES
    27. 27. The words I write, I speak, I film The Stories I Tell RADIO, TV, PRINT, EVENTS, … ARE NICE, YET IN MY COMMUNITY I AM THE MEDIA
    28. 28. In a million channel world, brands whose consumers tell the best stories, win
    29. 29. How to control millions of inaccurate and divergent conversations ? YOU DON’T Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006 (cc) Lynette Webb, 2006
    30. 30. Brands have to become storytellers, that « light the fire » … and let go
    31. 31. Brands as Storytellers Part 3:
    32. 32. Tell me a story that makes my conversations more interesting
    33. 33. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar
    34. 34. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar
    35. 35. If you want them to talk about you make them … LOVE HATE YET NEVER LEAVE THEM INDIFFERENT YOU
    36. 36. Yet it is exactly there that most brands leave consumers “indifferent” Customer Satisfaction Averages (scale 0-10) “ 44% of consumers say the majority of their Customer Experiences are “bland”...”
    37. 37. 69% of consumers say emotions count for over half their customer experience Source data point: strategic resource development group, 2006 0.3 seconds RATIONAL DECISION MAKING IS AN ILLUSION RATIONAL ARGUMENTS SUPERFICIAL EMOTIONS
    38. 38. TRADITIONAL SEGMENTATION ASSUMES EVERYONE “FEELS THE SAME” Elsa (Female/urban/mid-income/25-30 years old) 25 29
    39. 39. It's easy to understand the survival of popular traditional techniques such as syndicated market research, simplistic quantitative surveys, and focus groups, [yet] conventional research methods often gather incomplete information. McKinsey Quarterly, November 2006 PSYCHOLOGY – ANTROPOLOGY – NEUROLOGY – SIMULATIONS - … TRADITIONAL RESEARCH OFTEN MISSES THE POINT
    40. 40. Make it something I really care about GIVE MEANING GO « DEEP » For video, go to http://www.campaignforrealbeauty.ca/flat2.asp?id=4804
    41. 41. Brands people talk about make meaning Beyond Money CHOOSE YOUR CLASSIC For Apple video, go to http://www.youtube.com/watch?v=4oAB83Z1ydE For Harley video, go to: http://www.harley-davidson.com/wcm/Content/Pages/Riders/Creed_Video.jsp?locale=en_US&locale=en_US&bmLocale=en_US
    42. 42. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar
    43. 43. A person like yourself or your peer is seen as the most credible spokesperson about your company Have your customers tell your story For the jetBlue story videos, please go to http://www.jetblue.com/experience/index.html?intcmp=story
    44. 44. THE GREATEST MARKETING STORY EVER TOLD, BY MILLIONS
    45. 45. Origins of the engagement ring Pope Innocent III 1215 Fourth Lateran Council Birthstones
    46. 46. BUT WHY THE DIAMONDS ?
    47. 47. 1938 Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer
    48. 48. 1938 Europe 1953 1948 1990s Cullinan IX Cullinan III & IV
    49. 49. For Marilyn Monroe video, go to http://www.youtube.com/watch?v=p0FDGnAIWpk
    50. 50. The Result Word of mouth to the point of becoming cultural tradition <ul><li>The Beers Goes Japan </li></ul><ul><li>1978 Diamonds for 50% of Japanese Brides </li></ul><ul><li>1981 Diamonds for 60% of Japanese Brides </li></ul>Case Study: Japan Make it fun credible and memorable
    51. 51. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar
    52. 52. FEATURES - BENEFITS VALUES - PROPOSITIONS WHERE ARE THE READY MADE STORIES ???
    53. 53. Hemingway Van Gogh Chabrol Sartre ...
    54. 54. Opinion Leaders – Customers – Employees Successes - Failures - Reports - Milestones CEO – Founder – Products - … And the best news: You don’t even need to be creative
    55. 55. No intrusive creative, yet true storycrafting 2500 years of experience meets neuro-research Make it something I can easily tell others Egocentricity Contrast Emotion Beginning & Ending Tangible Visual
    56. 56. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar
    57. 57. It’s the steak, not the sizzle baby
    58. 58. Based on: Edelman Trust Barometer, 2006 – attributes for building trust The key drivers for trust & closeness are “quality & service” 10 10 10 10 10 Employee or CEO blogs 8 9 4 8 9 A visible CEO 9 8 6 8 8 Dialogue with all stakeholders 5 7 8 6 4 Well-known corporate brand 6 5 5 5 7 Socially responsible activities 6 5 9 7 6 Strong financial performance 4 4 3 3 5 Good employee and labour relations 3 3 7 4 3 Fair pricing for products & services 2 2 2 1 1 Attentiveness to customer needs 1 1 1 1 2 Quality of products & services ESP ITA DEU FRA UK
    59. 59. Yet still, most consumers are left “indifferent” Customer Satisfaction Averages (scale 0-10) “ 44% of consumers say the majority of their Customer Experiences are “bland”...”
    60. 60. In fact, if asked, they mostly won’t recommend a brand BTW: The same often applies to the people working for the brand themselves Telecom Europe = - 48% Profusion, 2005
    61. 61. WE PROMISE ONE THING AND DO SOMETHING ELSE 90% of businesses are unable to execute the strategy they have on paper as <ul><li>only 5% of the workforce understands what the strategy is </li></ul><ul><li>60% of organisations do not link budgets to strategy </li></ul><ul><li>70% of organisations do not link management incentives to strategies </li></ul><ul><li>85% of executive teams spend less than 1 hour per month discussing strategy </li></ul>95% of senior business leaders say Customer Experience is the next competitive battleground yet nothing happens.
    62. 62. THE CHOICE If you want to influence WOM you have to convince your organisation to deliver what you promise Be true, so I don’t look like a liar
    63. 63. In which the first step to take is confront reality STAFF – CUSTOMERS –SUPPLIERS – CONSUMERS
    64. 64. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar Tell me a story that makes my conversations more interesting
    65. 65. Good Experience I tell 4 people Anonymous Case: UK Consumer Electronics Bad Experience I tell 18 people Average Sale £ 230 In which you can estimate the value you generate, so you can even make a business case for your boss  3 Radio 4 TV 4 Magazines 14 Other 14 Retailer information 16 Product/Company Information 21 Internet 25 Newspaper Coupons 33 Word-of-mouth from family & friends 36 In-store demonstration 49 In-store Sales Associate % Top 3 Purchase Influencers
    66. 66. YET REMEMBER You can not control WOM … only influence it.
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