POWER OF PEOPLE
A REMIX
> WHY EMPOWERING PEOPLE IS KEY IN MARKETING.
Joakim Vars Nilsen, Creative Strategist, Mediafront.no
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http://www.flickr.com/photos/8153468@N04/2668229310

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…
…IT WAS VERY LOCAL.

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
OTHER OVER DISTANCES.

…START CONVERSATIONS. CREATE ARENAS.
PARTICIPATE. CONTEXT IS KING. HAVE A
CULTURAL MISSION. BE GENEROUS. CHANGE
THE WORLD. BUT…

…ITS STILL ALL ABOUT SELLING, OR MORE
PRECISELY - GIVING PEOPLE A REASON TO BUY.
http://www.flickr.com/photos/kelco/263032559/

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 RAISON D´ÊTRE.

SOCIAL MEDIA HAS HELPED PROVE THE POWER
OF HUMAN CONVERSATION.
TRUST ADVERTISING ONLINE
TRUST OTHER USERS
Source: NAPA Consulting, 2008

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/

BECAUSE TODAY PEOPLE USE THEIR TIME
EXPLORING THE THINGS THEY ARE MOST
PASSIONATE ABOUT.
http://www.flickr.com/photos/insashi/2119929004/

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
PRINT.
http://www.flickr.com/photos/candiedwomanire/15899841/

SO LAUNCH SEVERAL IDEAS THAT ARE MORE
RELEVANT THAN ONE ENDLESSLY REPEATED IDEA.
http://www.flickr.com/photos/amundn/164543002/

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/

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/

“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/