Marketing has changed significantly in recent years. Brands must now act as participants in online communities rather than controlling messages and audiences. People are seeking good experiences, so brands should focus on creating useful, creative, and relevant experiences for customers. If brands can improve their products and services based on customer feedback, people will recommend them positively through word-of-mouth, which is the most effective advertising.

1. Marketing changed,
did you notice?
Brieuc Saffré

2. In 2010,
brieuc_s on Flickr

3. there are many advertisers
photo de fights
brieuc_s on Flickr

4. Ruffyy on Flickr
many competitors from anywhere

5. we live in a worlwide town

6. anyone is media

7. unmaterial goods appeared

8. “Your brand is what Google says your brand is, not what you say your brand is,”
Chris Anderson, 2006 / The Long Tail: Why the Future of Business is Selling Less of More
+ what your friends eventually say about a brand, social search is growing
(Google, Bing with Facebook and others are working on it)
it’s not only what you say about
your brand that is considered

9. fitc.ca’s spot / the last advertising agency on earth
advertising is looking for its future

10. Did you really realise all the changes ?
brieuc_s on Flickr

11. the message came from
vertical transmissions
Alex [Fino] LA on Flickr

12. Logorama
from audiences and channels t h at b ran ds co n t ro led

13. and i n t e r r u p t i o n s

14. now it comes from horizontal interactions
photo lessive

15. warriorwomen on Flickr
brands look for their community on
arenas where they’re just participants

16. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

17. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

18. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

19. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

20. “It's an application designed for (Dutch) amateur football
players, in support of their team and weekly matches. It
features official local competition details as fixtures,
tables and results, but also non-official information
uploaded by the players themselves. The app can be
embedded within social media or at the team's website,
which makes it very accessible with high viral potential.”
Adverblog
that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

21. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

22. “The old paradigm,
a system of mass production, mass media, and mass marketing ,
is being replaced by
a totally new paradigm,
a one-to-one economic system”
Don Peppers & Martina Rogers / The one to one future
storvandre on Flickr

23. “Awareness doesn’t
really matter in a world
of overchoice”
Gareth Key’s presentation / Planning needs some planning
Rainy City on Flickr

24. brands need to think a
long term relationship
instead of short term campaigns that will bring nothing
a Dan of action on Flickr

25. short term campaigns and if your product (or
buzz will work (or not) for service) is really useful
several days (or much and relevant, people will
less). recommend it.
They won’t be efficient Slowly, but surely, it will
because there are already have the long term
∞ campaigns going... awareness it deserves...

26. SkypeCaptain on Flickr
more than story telling, “influence”, buzz,
e-mailing, transmedia, advergames, etc.

27. baliartphotography.com on Flickr
people look for (good) experience

28. “Chelley” on Flickr
so work on the experience you propose

29. “Don’t market to customers,
market to situations”
Helge Tenno’s presentation / A bigger idea
Luke Tsharke on Flickr

30. the more
useful,
creative,
interesting,
relevant
and easy
are the
nonac. on Flickr
experiences
you propose...

31. iesharq. on Flickr
the
bigger
your successes will be.

32. theskywatcher on Flickr
your product (or service) is your communication

33. Andriiw on Flickr
if they appreciate the product or service,
people will talk about it p o s i t i v e l y
(and that’s the best ad you can have)

34. a Dan of action on Flickr
and they will interact with you
to improve the experience ( i f y o u ’ r e a b l e t o )

35. Wiertz Sébastien on Flickr
but innovation depends on y o u

36. “It's really hard to design products
by focus groups.
A lot of times, people don't know
what they want until
you show it to them.”
Steve Jobs, fights 25th 1998 / Business Week
photo de
May

37. “it’s what you do,
not what you say ,
that matters.”
Paul Isakson / paulisakson.com

38. brieuc_s on Flickr
actualy, marketing is
getting back to basics

39. Consider the neighbourhood baker...
He has a direct dialogue with its customers who ask some well or medium cooked
baguettes, others love his croissants but some of them asked for a croissant with
almounds...
The baker tries to meet their needs as much as he can and is always trying to
improve his products.
People really appreciate his bread... that’s why they do not hesitate to buy some
before having friends for diner for example.
At the end of the diner, these friends loved the bread as well and asked
“where did this excellent baguette came from ?”
That’s the way the baker works on his reputation, he makes the best bread he can
for his direct customers (the closest ones locally speaking) and improves it as much
as he can. That’s the way he will find his first “brand ambassadors”....
Maybe he could have done some very original breads or having a very different way
to sell them, he just did something that people appreciated...
They appreciated it so much that they recommend naturally the baker to their
friends...

40. calonyr11 on Flickr
in fact, internet and social media
brought us back to the baker context

41. social media give you the opportunity to
> find and understand what people need
Ben Heine on Flickr

42. social media give you the opportunity to
> have feedback on your brand and your competitors
bschmove on Flickr

43. social media give you the opportunity to
> ... to improve your products & services
detroitsky on Flickr

44. social media give you the opportunity to
> give answers and advices
a Dan of action on Flickr

45. social media give you the opportunity to
> be useful for people
Chris Wilson / the Marketing Fresh Peel

46. trbpix on Flickr
remember

47. Thanks to all these marketing
experts for their great thoughts,
ideas and presentations...
Helge TennØ 180360720.no
Paul Isakson paulisakson.com
Seth Godin sethgodin.com
David Armano darmano.typepad.com
Faris Yakob farisyacok.typepad.com
Gareth Kay garethkay.typepad.com
Zeus Jones zeusjones.com
Ingmar de Lange brandutility.net
Josh Chambers joshchambers.com and thanks for all the Flickr
PSFK psfk.com users and their great photos.
Darwin Bell on Flickr
Mashable mashable.com
Adverblog adverblog.com
& Scanblog people

48. brieuc saffré
brand-utility.com
fluid-advance.com
slideshare.net/brieuc
twitter.com/_brieuc
bkp550 on Flickr
scanblog.com
facebook.com/scanblog
slideshare.net/scanblog
twitter.com/scanblog
June 2010