Walk The Talk

A REMIX – 2 WALK THE TALK HOW TO MARKET FOR A SUSTAINABLE BUSINESSMODEL JOAKIM VARS NILSEN, CREATIVE STRATEGIST @MediaFront www.twitter.com/joakimnilsen http://www.flickr.com/photos/libertinus/3474692586

Take a deep breath, close your eyes and start imagining yourself as a customer, where every brand you interact with is trying to engage in conversation or follow you on twitter, facebook and so on;

Q: HOW CAN A BRAND SUCCEED IN A WORLD THAT FEELS MUCH LIKE A FISHMARKET?

A: A BRAND NEEDS TO HAVE A PULSE We´re in the market of people´s everyday life, enhanced digitally. Where… http://www.flickr.com/photos/micaeltattoo/3404995550/

…pushing one grand message 1-4 times a year endlessly repeated in the hope to catch attention and, in best case, building passive awareness is a dead end. You need to… ATTENTION TIME

…DO something 365 days a year… ATTENTION TIME

… CONTINUOUSLY CREATING BETTER VALUE EXCHANGES THAN YOUR COMPETITORS. http://www.flickr.com/photos/dcdead/3693617531/

WHY? The market has fundamentally changed. For recap of this change please view “Power Of People – Why empowering people is key in marketing” http://www.slideshare.net/joakimnilsen/power-of-people-1490106 http://www.flickr.com/photos/8153468@N04/2668229310

20th century mass media failed because monopoly became a substitute for meaningful value creation whereas the deep structural change brought by the networked information revolution – powered by new technology - proved that…

…people are interested in meaningful stuff that matters the most. The removal of information by mass media, not increase, on behalf of quality has made people create and emigrate to niche media and each other for information about what matters the most. image: @willsh

? THIS REQUIRES A DIFFERENT MINDSET AND APPROACH FOR BRANDS AND MARKETING PEOPLE.

? SOCIAL MEDIA IS THE PERFECT COMPLEMENT TO ALL TRADITIONAL FORMS OF ADVERTISING. > IT´S NOT ONE OR THE OTHER, IT´S ALL ABOUT COMBINING BOTH IN THE RIGHT WAY.

"IN SOCIAL MEDIA IT IS NOT ABOUT COMPETING FOR ATTENTION AGAINST OTHER STORIES. THE ATTENTION WE ARE COMPETING FOR NOW IS THE ATTENTION TO EACH OTHER.” - KEVIN SLAVIN

ON THE INTERNET EVERYONE IS SMALL – INCLUDING BRANDS. WE HAVE GONE FROM SCARCITY OF MEDIA TO SCARCITY OF ATTENTION – WHICH CANNOT BE BOUGHT BUT EARNED.. THEREFORE…

…THE CHALLENGE IS HOW TO EMPOWER AND ENGAGE IN A MARKET WHERE PEOPLE IS GETTING MORE AND DEEPER CONNECTED TO EACH OTHER AND NOT AT LEAST – WHERE? http://www.flickr.com/photos/bright/118197469/

WATCHING TV? Yes, we do. But all available stats show the decline in effect - lower impact and drastic fall of % enjoying TV ads. Also take into the consideration the rapidly growing trend of both watching TV on PC and the use of PC while watching TV.

INTERNET CONSUMPTION IS SURPASSING TV-CONSUMPTION

READING NEWSPAPERS ON- AND OFFLINE? People are migrating to niche news sites and also news is going social.

USING SMARTPHONES? iPhone, BlackBerrys and Android handsets? Make no mistake: People will inevitable use mobile web more than they use web from computer.

VISITING BRAND SITES? Go to trends.google.com/webistes and type in any brand. The trend is clear – traffic going down or flat at best. Coca-cola.com; Coca-Cola:

PEOPLE ARE MORE ONLINE THAN EVER BUT WHERE ARE THEY? PEOPLE ARE SPENDING THEIR TIME ON SOCIAL NETWORKS. Type in twitter, tumblr, vimeo, hulu eller f.eks Facebook:

http://www.flickr.com/photos/whatmegsaid/2691134437/ The stats available could make us believe that people don´t need ads, don´t want ads and don´t trust ads - which is true if you continue to solely push endlessly repeated messages - nevertheless the truth is that;

People want and need brands, the kind of brands that focus on creating relationships and helping customers to get more out of the products and services they own. THIS IS KEY FOR SUCCESS IN MARKETING.

WE NEED TO GO FROM BUYING TIME FOR PERSUADING PEOPLE TO OPEN THEIR WALLETS TO…

…CREATING VALUABLE TIME THAT MOVES PEOPLE FROM JUST LIKING YOU TO LIKING TO BUY FROM YOU.

IS A GREAT PRODUCT ENOUGH TO ACHIEVE THIS? “Apple’s goal isn’t to make money. Our goal is to design and develop and bring to market good products. We trust as a consequence of that, people will like them, and as another consequence we’ll make some money.” - Jonathan Ive, Apple

IT´S NOT WHAT THE PRODUCT DOES THAT MATTERS MOST TO US, IT´S HOW WE SOCIALIZE AROUND IT THAT MATTERS.

YES, IT IS SUCH A GREAT PRODUCT THAT “LOOK AT MY NEW IPHONE” IS A SOCIAL VALUE, BUT “LOOK AT THIS GREAT APP” IS AN AMAZING SOCIAL OBJECT THAT KEEPS MOMENTUM.

IT´S THE SOCIAL VALUE CREATED BY WHAT YOU´RE LAUNCHING OR HOW YOU PROMOTE IT THAT COUNTS. .

THEREFORE WE NEED TO SHIFT FOCUS FROM THE SELF-INTERESTED INDIVIDUAL IN YOUR MARKETING TO GROUP DYNAMICS. - EOPLE DO WHAT THEY DO BECAUSE OF OTHER PEOPLE. P (A Person Is A Person Through Other Persons - @StoweBoyd)

WE ARE PRIMATES, SOCIAL CREATURES. WE LIKE TO SOCIALIZE. AND WE SOCIALIZE AROUND OBJECTS. PEOPLE DON´T JUST TALK, THEY TALK AROUND OBJECTS. SOCIAL OBJECT PERSON 1 PERSON 2

IT´S SAID THAT “YOUR BRAND IS NO STRONGER THAN YOUR REPUTATION – AND WILL INCREASINGLY DEPEND ON WHAT COMES UP WHEN YOU ARE GOOGLED” I´D SAY THAT YOU NEED TO SHIFT FOCUS…

AS HUGH MACLEOD SAYS; “THE MOST IMPORTANT WORD ON THE INTERNET IS NOT SEARCH. THE MOST IMPORTANT WORD ON THE INTERNET IS SHARE. SHARING IS THE DRIVER. SHARING IS THE DNA.”

Search within main categories on Google is in decline. And people are beginning to center around social networks instead of sharing on single focus sites like blogger and flickr.

SHARING IS POWER IN TODAY´S SOCIALIZED MARKETPLACE SO WE NEED TO… http://www.flickr.com/photos/furiousgeorge81/177926979/

…HELP PEOPLE DO WHAT THEY WANT, OR DO BETTER WHAT THEY ALREADY ARE DOING BY ADDING VALUE TO PEOPLE´S EVERYDAY LIFE…

…DEFINING AND CREATING SOCIAL OBJECTS, ONE OR MANY, AND THAT WHEN SHARED ENHANCES THE EXPERIENCE.

THE BUY BUTTON? WHAT OTHER PEOPLE IN THEIR NETWORKS ARE DOING.

So we need to focus on communities, trusted networks, with values that your brand/product/service genuinely shares and that connects with the quality of the brand´s essence and point of difference. http://www.flickr.com/photos/somewhatfrank/2371189318/

FOR BEHAVIOR TO BECOME CONTAGIOUS, IT HAS TO OPERATE WITHIN A TRUSTED NETWORK. YOU NEED TO BE FOCUSING ON NETWORKS OF TRUST, WHERE YOU ONLY CAN BE INVITED IN, BECAUSE… http://www.flickr.com/photos/aknacer/2696773219/

…IT IS NOT THE SELF-INTERESTED INDIVIDUALS – BUT THE REST OF US THAT EITHER ADAPT OR REJECT WHAT WE ENCOUNTER THAT REALLY MATTERS IN THE SPREAD AND IDEAS THROUGH POPULATIONS. READ “HERD” BY MARK EARLS! http://www.flickr.com/photos/deniscollette/1817034358/

AS MARKETING, AS IN ALL FORMS OF CONTENT, BECOMES INCREASINGLY SOCIALIZED, IT NEEDS TO WORK TO A DIFFERENT SET OF RULES. THIS CHALLENGES THE TRADITIONAL MINDSET FOR MARKETING FOR BOTH BRANDS AND AGENCIES.

IT´S STILL ALL ABOUT THE BIG IDEA - OR BETTER THE BIG IDEAL. AND IT NEEDS TO BE SIMPLE. http://www.flickr.com/photos/patrickhenault/635294865/

“EVERYTHING WE DO IS IS MOTIVATED BY THE FACT THAT WE´RE HERE TO ENABLE ATHLETES TO BE EVEN BETTER” - SIMON PESTRIDGE, UK MARKETING DIRECTOR, NIKE

Then the challenge is how to execute this ideal consistent and unified on different platforms w/people AND create some amazing awareness w/people once in a while to get it kick started and keep what you´re launching potent.

Building a lot of small initiatives require more creativity than coming up with one big idea, researching it to death and presenting it to the world in a big blast - it´s harder to work with what´s already out there than to dream up new stuff. “ROI should be re-defined as return on insights” David Armano http://www.flickr.com/photos/amundn/164543002/

REMEMBER THAT WE MUST BOTH CAMPAIGN AND COMMIT. THIS MINDSET REQUIRES RESOURCES BECAUSE YOU NEED TO MANAGE YOUR COMMUNITY ENGAGEMENTS AND YOU NEED TO KEEP THE MOMENTUM BY CONTINUOUSLY ADDING VALUE. http://www.flickr.com/photos/needlemind/3893433290/

BUT FIRST YOU NEED TO IDENTIFY WHAT YOUR TARGET GROUP IS DOING AND WHERE - OFFLINE AND ONLINE. AND WITH WHOM! http://www.flickr.com/photos/mr_fabulous/14625734

IT´S PEOPLE THAT HOLDS THINGS TOGETHER THROUGH THE FLOWS AND PATTERNS OF THEIR EVERYDAY USER BEHAVIOR SO…

…FOCUS ON HOW TO INFLUENCE POSITIVE EMOTIONAL RESPONSES THROUGH THE CREATION OF SHARED INTERACTIONS.

One idea could be to identify dormant or emerging behavioral change in your target groups different tribes and help it grow by creating tools and content that help people to continuously strengthening their relationships or build new ones.

Identify communities that already exists and focus on creating one or more social objects in forms that empowers and enables people to use it seamlessly with their everyday life at their convenience.

AND IT´S CRUCIAL WE DON´T FOCUS ONLY ON TACTICS, BUT CREATE VALUE THROUGH REMARKABLE ACTIONS. http://www.flickr.com/photos/scoobymoo/62568004

8 STEPS TO CREATE POSITIVE ROI ON YOUR MARKETING EFFORTS;

1. FIND THE BIG IDEAL Find the big ideal, something you can always ask yourself when unsure if your´re on the right path or not.

1. FIND THE BIG IDEAL Identify where your brand is being talked 2. IDENTIFY WHERE YOUR BRAND IS USED AND TALKED ABOUT. about or used both on- and offline by listening and observing using multiple available tools. Depending on the correaltion of this data with your main target group: Identify what they are doing, where and with whom – on both awareness and decision stage.

1. FIND THE BIG IDEAL Set your main objectives and then make sure 2. IDENTIFY WHERE YOUR BRAND IS USED AND TALKED ABOUT. you have the appropiate resources and tools to 3. SET YOUR MAIN OBJECTIVES/GOALS start measuring. Set a baseline (% growth) > create an activity timeline > revenue income > transactions > new customers > measure positive and negative WOM and traffic to and where from.

1. FIND THE BIG IDEAL Segment your target group into tribes and start with 2. IDENTIFY WHERE YOUR BRAND IS launching each of these several useful, helpful or USED AND TALKED ABOUT. 3. SET YOUR MAIN OBJECTIVES/GOALS entertaing social object/s on their preferred 4. LAUNCH SEVERAL INITIATIVES platforms of choice to fuel existing communities where you can be of relevant value. Remember it´s not about tactics – but remarkable actions. Innovate! Focus on evolving with people and not the tools, by continuously empowering people´s passions by making the experience better when shared – so optimize for sharing. If you got it; Build your own community/ies.

1. FIND THE BIG IDEAL 2. IDENTIFY WHERE YOUR BRAND IS At the same time launch some amazing USED AND TALKED ABOUT. advertising to create awareness and direct 3. SET YOUR MAIN OBJECTIVES/GOALS 4. LAUNCH SEVERAL INITIATIVES them to your digital social objects or the 5. CREATE AWARENESS communities where you have a valuable presence.

1. FIND THE BIG IDEAL 2. IDENTIFY WHERE YOUR BRAND IS Preferably based on real time stats: USED AND TALKED ABOUT. Continuously analyze and extract the 3. SET YOUR MAIN OBJECTIVES/GOALS 4. LAUNCH SEVERAL INITIATIVES useful info based on data from Step 4 and 5. CREATE AWARENESS 6. TRACK AND ANALYZE review them against your goals so that you can adjust your marketing incl. social media initiatives.

1. FIND THE BIG IDEAL 2. IDENTIFY WHERE YOUR BRAND IS Keep momentum by continuously adding USED AND TALKED ABOUT. value where you succeed, close down 3. SET YOUR MAIN OBJECTIVES/GOALS 4. LAUNCH SEVERAL INITIATIVES initiatives that fails and launch new ones 5. CREATE AWARENESS 6. TRACK AND ANALYZE other relevant places. 7. ADJUST AND LAUNCH NEW INITIATIVES

1. FIND THE BIG IDEAL Repeat 4-7 again and again until you don´t 2. IDENTIFY WHERE YOUR BRAND IS USED AND TALKED ABOUT. need Step 5 again… or can reduce it 3. SET YOUR MAIN OBJECTIVES/GOALS significantly depending on what business 4. LAUNCH SEVERAL INITIATIVES 5. CREATE AWARENESS you´re in. 6. TRACK AND ANALYZE 7. ADJUST AND LAUNCH NEW INITIATIVES 8. REPEAT 4-7 CONTINUOUSLY UNTIL YOU From time to time you will succeed with DON´T NEED STEP 5 AGAIN. genuinely useful and remarkable ideas that will be looked upon as obvious when launched. Sometimes you´ll go wrong. But speed wins so minimize risks by implementing a repetitive cycle in your marketing. PS. NIKE has reduced TV spend by 80% during the past 4 yrs - its digital budget has increased by 200% during the same period.

New technology has changed the rules of what works. To adapt a new mindset without a strategy is a waste of resources. But those who have, succeeds. http://www.engagementdb.com

WALK THE TALK A REMIX – 2 HOW TO MARKET FOR A SUSTAINABLE BUSINESSMODEL THANK YOU FOR YOUR TIME  - FEEL FREE TO CONTINUE THE CONVERSATION WITH ME ON: www.twitter.com/joakimnilsen www.linkedin.com/in/joakimnilsen aresonance.posterous.com blog.mediafront.no JOAKIM VARS NILSEN, CREATIVE STRATEGIST @mediafront Thanks to those who keeps sharing valuable inspiration, knowledge and always are open for discussions: @eranium, @avalon, @iaintait, @mikearauz, @sigurd_vik, @congbo, @armano , @willsh (your bonfire/fireworks analogy is awesome), @pete291, @DJVassallo, @stoweboyd, @iaintait. @brainopera, @MisEntropy, @servantofchaos, @herdmeister, @johnsonLAB, @nguyenduong, @karllong, @adrianho, @ivanovitch, @budcaddell, @neilperkin, @paulisakson, @GuyKawasaki +++ and our clients that has pushed and continuously added value to our knowledge at MediaFront. http://www.ﬂickr.com/photos/libertinus/3474692586

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Walk The Talk

by Joakim Vars Nilsen on Sep 21, 2009

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Walk The Talk — Presentation Transcript