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POWER OF PEOPLE                                           
A REMIX




> WHY EMPOWERING PEOPLE IS KEY IN MARKETING.

Joaki...
the
brand





PAST




        Source: John V Willshire
TODAY




         Source: John V Willshire
THE BRAND




WHAT IS HAPPENING?
ONCE UPON A TIME THERE WAS GATHERINGS OF
PEOPLE WHERE YOU COULD SELL, BUY, ENTERTAIN OR
PARTICPIPATE IN ONE WAY OR ANOTHER...
THEN PRINT CAME ALONG…




                …AND BRANDS GOT REACH.
RADIO BROUGHT SOUND TO MASS MEDIA…




          …BUT STILL NO PARTICIPATION
SOUND AND PICTURE…




    …SAME AS RADIO BUT YOU COULD TELL A STORY
    MORE COMPELLING.
WITH THE RISE OF INTERNET…




     … PEOPLE ONCE AGAIN GOT THE OPPORTUNITY
     TO PARTICPATE AND ALSO INFLUENCE EACH
   ...
…START CONVERSATIONS. CREATE ARENAS.
PARTICIPATE. CONTEXT IS KING. HAVE A
CULTURAL MISSION. BE GENEROUS. CHANGE
THE WORLD....
…ITS STILL ALL ABOUT SELLING, OR MORE
PRECISELY - GIVING PEOPLE A REASON TO BUY.




                                   ht...
INTERNET WAS NOT BUILT WITH COMMERCIAL
BREAKS. IT WAS NOT BUILT FOR ADVERTISING AT ALL.
BUT THATS JUST FINE…
…AS LONG YOU START TO PARTICIPATE AND NOT ONLY
BROADCAST.
SOCIAL MEDIA IS NOT ABOUT THIS…
…ITS ABOUT PEOPLE.
AND THEIR ETERNAL URGE TO CONNECT WITH EACH OTHER AND SHARE
INFORMATION AND SOCIAL FACTS; SOCIETY´S RAI...
SOCIAL MEDIA HAS HELPED PROVE THE POWER
OF HUMAN CONVERSATION.



TRUST ADVERTISING ONLINE
   TRUST OTHER USERS




      ...
SO WE SHOULD ANSWER THIS QUESTION;

”If I engage with your brand. How will this help me to
easier do what I am most intere...
BECAUSE TODAY PEOPLE USE THEIR TIME
EXPLORING THE THINGS THEY ARE MOST
PASSIONATE ABOUT. 




                            ...
HOW CAN BRANDS JOIN PEOPLE?
BY ALLOWING PEOPLE TO DO WHAT THEY
WANT - BETTER.
BUT REMEMBER:

PEOPLE CARE ABOUT YOUR BRAND ONLY IN
SITUATIONS WHERE YOUR BRAND IS RELEVANT.
…WE LIVE IN A CULTURE THAT IS 99% MORE
COMPLICATED, RICHER, DEEPER AND NUANCED
THAN 99% OF ADVERTISING TODAY ON TV AND
PRI...
SO LAUNCH SEVERAL IDEAS THAT ARE MORE
RELEVANT THAN ONE ENDLESSLY REPEATED IDEA.




                            http://ww...
IT´S STILL ALL ABOUT THE BIG IDEA,
REDEFINED.
CREATE
LISTEN
FUEL
CURATE

PEOPLE WANT ADVERTISING, WE JUST NEED TO JOIN THE...
OK. LET´S WRAP IT UP;

1.    GAIN INSIGHTS IN YOUR TARGET GROUPS CULTURE
2.    INNOVATE
3.    WALK THE TALK. START WITH MU...
“We move from the Mechanical Age of Speed to
the Digital Age of Real-Time.” 

   
      
      
      
      
      
     ...
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Power Of People - Short version

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Thanks to one of my fav inspirations Guy Kawasaki for editing help.

Published in: Business, Technology
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  • Joakim please could you send me the presentation on the power of people to my email jabsmeepcons@yahoo.com. Thank you
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  • with the passing of Billy Mays, it had me thinking about traditional ad folks shouting their message of 'buy me' or 'check me out!' every chance they got. road blocks, homepage takeovers, captive audience, all of this old industry jargon doesn't play well in the 'age of conversation.' do we really want to be a 'target audience' where a company 'executes' their 'marketing strategy' at us? i enjoyed how you were able to synthesize the thought of how brands need to figure out how to be a part of the convo by creating relevance and allowing ppl to do what they want to do. awesome deck. :)
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  • This is the SHORT version. For full in-depth presentation with stats and more, please view here: http://www.slideshare.net/joakimnilsen/power-of-people-1490106
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Transcript of "Power Of People - Short version"

  1. 1. POWER OF PEOPLE A REMIX > WHY EMPOWERING PEOPLE IS KEY IN MARKETING. Joakim Vars Nilsen, Creative Strategist, Mediafront.no www.twitter.com/joakimnilsen www.linkedin.com/in/joakimnilsen www.joakimnilsen.com http://www.flickr.com/photos/8153468@N04/2668229310
  2. 2. the
brand
 PAST Source: John V Willshire
  3. 3. TODAY Source: John V Willshire
  4. 4. THE BRAND WHAT IS HAPPENING?
  5. 5. ONCE UPON A TIME THERE WAS GATHERINGS OF PEOPLE WHERE YOU COULD SELL, BUY, ENTERTAIN OR PARTICPIPATE IN ONE WAY OR ANOTHER… …IT WAS VERY LOCAL.
  6. 6. THEN PRINT CAME ALONG… …AND BRANDS GOT REACH.
  7. 7. RADIO BROUGHT SOUND TO MASS MEDIA… …BUT STILL NO PARTICIPATION
  8. 8. SOUND AND PICTURE… …SAME AS RADIO BUT YOU COULD TELL A STORY MORE COMPELLING.
  9. 9. WITH THE RISE OF INTERNET… … PEOPLE ONCE AGAIN GOT THE OPPORTUNITY TO PARTICPATE AND ALSO INFLUENCE EACH OTHER OVER DISTANCES.
  10. 10. …START CONVERSATIONS. CREATE ARENAS. PARTICIPATE. CONTEXT IS KING. HAVE A CULTURAL MISSION. BE GENEROUS. CHANGE THE WORLD. BUT…
  11. 11. …ITS STILL ALL ABOUT SELLING, OR MORE PRECISELY - GIVING PEOPLE A REASON TO BUY. http://www.flickr.com/photos/kelco/263032559/
  12. 12. INTERNET WAS NOT BUILT WITH COMMERCIAL BREAKS. IT WAS NOT BUILT FOR ADVERTISING AT ALL.
  13. 13. BUT THATS JUST FINE… …AS LONG YOU START TO PARTICIPATE AND NOT ONLY BROADCAST.
  14. 14. SOCIAL MEDIA IS NOT ABOUT THIS…
  15. 15. …ITS ABOUT PEOPLE. AND THEIR ETERNAL URGE TO CONNECT WITH EACH OTHER AND SHARE INFORMATION AND SOCIAL FACTS; SOCIETY´S RAISON D´ÊTRE.
  16. 16. SOCIAL MEDIA HAS HELPED PROVE THE POWER OF HUMAN CONVERSATION. TRUST ADVERTISING ONLINE TRUST OTHER USERS Source: NAPA Consulting, 2008
  17. 17. SO WE SHOULD ANSWER THIS QUESTION; ”If I engage with your brand. How will this help me to easier do what I am most interested in?” http://www.flickr.com/photos/insashi/2119929004/
  18. 18. BECAUSE TODAY PEOPLE USE THEIR TIME EXPLORING THE THINGS THEY ARE MOST PASSIONATE ABOUT. http://www.flickr.com/photos/insashi/2119929004/
  19. 19. HOW CAN BRANDS JOIN PEOPLE?
  20. 20. BY ALLOWING PEOPLE TO DO WHAT THEY WANT - BETTER.
  21. 21. BUT REMEMBER: PEOPLE CARE ABOUT YOUR BRAND ONLY IN SITUATIONS WHERE YOUR BRAND IS RELEVANT.
  22. 22. …WE LIVE IN A CULTURE THAT IS 99% MORE COMPLICATED, RICHER, DEEPER AND NUANCED THAN 99% OF ADVERTISING TODAY ON TV AND PRINT. http://www.flickr.com/photos/candiedwomanire/15899841/
  23. 23. SO LAUNCH SEVERAL IDEAS THAT ARE MORE RELEVANT THAN ONE ENDLESSLY REPEATED IDEA. http://www.flickr.com/photos/amundn/164543002/
  24. 24. IT´S STILL ALL ABOUT THE BIG IDEA, REDEFINED. CREATE LISTEN FUEL CURATE PEOPLE WANT ADVERTISING, WE JUST NEED TO JOIN THEM IN ONE WAY OR ANOTHER. http://www.flickr.com/photos/patrickhenault/635294865/
  25. 25. OK. LET´S WRAP IT UP; 1.  GAIN INSIGHTS IN YOUR TARGET GROUPS CULTURE 2.  INNOVATE 3.  WALK THE TALK. START WITH MUMS. THEIR THE ULTIMATE MULTITASKERS AND THE ONES CREATING THE RULES FOR BRAND COMMUNICATION. THEY HAVE NO TIME FOR TECHNOLOGY THAT ISN ´T USEFUL OR DOESN´T WORK 4. ITS NOT ONLY WHAT YOU SAY, ITS WHAT PEOPLE DO TO WHAT YOU AS BRAND DO. BE USEFUL, HELPFUL OR ENTERTAINING. BECAUSE PEOPLE LOVE BRANDS, BUT WANT TO BE ENGAGED. http://www.flickr.com/photos/simon-crubellier/147034740/
  26. 26. “We move from the Mechanical Age of Speed to the Digital Age of Real-Time.” – Teemu Arina THANK YOU FOR YOUR TIME  - FEEL FREE TO CONNECT WITH ME ON: Joakim Vars Nilsen, Creative Strategist, Mediafront.no www.twitter.com/joakimnilsen www.linkedin.com/in/joakimnilsen www.joakimnilsen.com http://www.flickr.com/photos/8153468@N04/2668229310/

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