MARKETING IN THE SOCIAL AGE OF TRANSPARENCY
THOUGHT LEADER GLOBAL
October 2013

Brook Calverley,
Founder and Managing Part...
THE RISE
OF THE SUPER-POWERED CONSUMER
SUPER-SAVVY
SUPER-CONNECTED
WITH THE POWER TO PUBLISH
THE RISE
OF A NEW RELATIONSHIP BETWEEN
BRANDS X PEOPLE
PEOPLE IN CONTROL
BRANDS MADE BY MANY
DEFINED BY THE EXPERIENCE DEL...
BRAND IS
WHAT BRAND DOES
NEW GAME
TRUST
1. WHAT THEY
EXPERIENCE
2. WHAT THEIR
PEERS SAY
3. WHAT YOU SAY
THE POWER AND RELEVANCE OF
TRADITIONAL MARKETING
HAS BEEN DIMINISHED
CONTROL

INFLUENCE
WINNERS AND LOSERS
150,000 ‘LIKES’
(& 1 PROPOSAL)
We got blind-sided by two
idiots with a camera and an
awful idea
WHAT IS THE LESSON
FOR US?
ASCENDENCY OF
THE POWER, INFLUENCE AND RELEVANCE OF

INTERNAL CULTURE
YOUR CULTURE
IS THE STRONGEST DETERMINATE OF WHAT
YOUR PEOPLE ACTUALLY DO
AND THEREFORE OF HOW
YOUR CUSTOMERS PERCEIVE YOU...
(EAT’S STRATEGY, ETC.)
MARKETERS
OVER INDEXING ON MESSAGE
UNDER INDEXING ON DELIVERY
PUTS HR IN THE DRIVING SEAT
MARKETERS AS
CUSTODIANS OF
CULTURE
MARKETING
BRAND
HR

SERVICE
CUSTOMER
CHAMPION
MAKING IT HAPPEN
MAKE FRIENDS WITH YOUR HR PARTNERS
1. DEFINITION

What kind of experience should you deliver?

2. DIAGNOSIS
How well is your brand promise realised?

3. TRAN...
WHO’S DOING IT
THE
PRIZE.
PROTECTS AND ENHANCES BRAND REPUTATION
INCREASES CUSTOMER ENGAGEMENT
CREATES MORE AUTHENTIC EXPERIENCES
DIFFERENTIATES AGA...
A
MORE
HUMAN
BRAND.
THE FUTURE BELONGS TO BRANDS THAT
ARE TRUE TO THEMSELVES AND TO THE
PEOPLE INSIDE THEM.
THOSE THAT
CREATE CONNECTIONS
THAT...
THANKS.
People-Made
hello@people-made.com

27 Paul St. London EC2A 4JU
www.people-made.com
Follow us @wearepeoplemade
Marketing in the Social Age of Transparency
Marketing in the Social Age of Transparency
Marketing in the Social Age of Transparency
Marketing in the Social Age of Transparency
Marketing in the Social Age of Transparency
Marketing in the Social Age of Transparency
Marketing in the Social Age of Transparency
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Marketing in the Social Age of Transparency

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Our presentation to Thought Leader Global, Amsterdam 2013, discussing the new role of marketing in a transparent world and the need for marketers to become more involved in the internal culture of the businesses they work for.

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Marketing in the Social Age of Transparency

  1. 1. MARKETING IN THE SOCIAL AGE OF TRANSPARENCY THOUGHT LEADER GLOBAL October 2013 Brook Calverley, Founder and Managing Partner People-Made @brookcalverley
  2. 2. THE RISE OF THE SUPER-POWERED CONSUMER SUPER-SAVVY SUPER-CONNECTED WITH THE POWER TO PUBLISH
  3. 3. THE RISE OF A NEW RELATIONSHIP BETWEEN BRANDS X PEOPLE PEOPLE IN CONTROL BRANDS MADE BY MANY DEFINED BY THE EXPERIENCE DELIVERED
  4. 4. BRAND IS WHAT BRAND DOES
  5. 5. NEW GAME
  6. 6. TRUST 1. WHAT THEY EXPERIENCE 2. WHAT THEIR PEERS SAY 3. WHAT YOU SAY
  7. 7. THE POWER AND RELEVANCE OF TRADITIONAL MARKETING HAS BEEN DIMINISHED CONTROL INFLUENCE
  8. 8. WINNERS AND LOSERS
  9. 9. 150,000 ‘LIKES’ (& 1 PROPOSAL)
  10. 10. We got blind-sided by two idiots with a camera and an awful idea
  11. 11. WHAT IS THE LESSON FOR US?
  12. 12. ASCENDENCY OF THE POWER, INFLUENCE AND RELEVANCE OF INTERNAL CULTURE
  13. 13. YOUR CULTURE IS THE STRONGEST DETERMINATE OF WHAT YOUR PEOPLE ACTUALLY DO AND THEREFORE OF HOW YOUR CUSTOMERS PERCEIVE YOUR BRAND
  14. 14. (EAT’S STRATEGY, ETC.)
  15. 15. MARKETERS OVER INDEXING ON MESSAGE UNDER INDEXING ON DELIVERY PUTS HR IN THE DRIVING SEAT
  16. 16. MARKETERS AS CUSTODIANS OF CULTURE
  17. 17. MARKETING BRAND HR SERVICE
  18. 18. CUSTOMER CHAMPION
  19. 19. MAKING IT HAPPEN
  20. 20. MAKE FRIENDS WITH YOUR HR PARTNERS
  21. 21. 1. DEFINITION What kind of experience should you deliver? 2. DIAGNOSIS How well is your brand promise realised? 3. TRANSLATION How directive is it for your people?
  22. 22. WHO’S DOING IT
  23. 23. THE PRIZE.
  24. 24. PROTECTS AND ENHANCES BRAND REPUTATION INCREASES CUSTOMER ENGAGEMENT CREATES MORE AUTHENTIC EXPERIENCES DIFFERENTIATES AGAINST COMPETITORS CREATES CONSISTENCY THROUGH SINGLE VIEW OF THE BRAND
  25. 25. A MORE HUMAN BRAND.
  26. 26. THE FUTURE BELONGS TO BRANDS THAT ARE TRUE TO THEMSELVES AND TO THE PEOPLE INSIDE THEM. THOSE THAT CREATE CONNECTIONS THAT ARE HUMAN AND REAL.
  27. 27. THANKS. People-Made hello@people-made.com 27 Paul St. London EC2A 4JU www.people-made.com Follow us @wearepeoplemade

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