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MARKETING WITHOUT                             ADVERTISING                           WHY BRANDING DOESN’T WORK ANYMOREdinsd...
WHAT IS FACEBOOK FOR?                     FACEBOOK IS HERE SO I CAN MAKE FRIENDS                     FACEBOOK IS HERE SO I...
A BIT OF HISTORY                             (TO READ AT HOME)dinsdag 8 februari 2011
VALUE CREATION AT THE BAZAR                     THERE WAS A TIME        THE BAZAR: LATE                     COMMERCE DIDN’...
THE START OF CURRENCIES                     CONVERSATIONS AT THE    PROBLEM: THE LORDS OF                     BAZAR ARE FA...
THE INDUSTRIAL REVOLUTION                     REDUCED THE REQUIRED   PROBLEM: WE DON’T BUY                     SKILLS TO P...
THE CONCEPT OF BRANDING                     BRANDING SIMULATES THE HUMAN CONNECTION WE                     USED TO HAVE WI...
THE MASS MEDIA REVOLUTION                     TELEVISION ALLOWED      OVER TIME WE BECAME                     THE BRAND ON...
THE RISE OF THE INTERNET                     DECENTRALIZED            INTERNET BUBBLE:                                    ...
MARKETING ENTERS FACEBOOK                     PEOPLE CONNECTING TO    NO: PEOPLE ARE IN                     PEOPLE? GREAT,...
BRANDS HAVE NO PLACE                     BRANDS DON’T HAVE A   BRAND MYTHS PROTECT                     PLACE IN ONLINE    ...
PRODUCTS IN CONVERSATIONS                     YOU CAN SUPPLY PEOPLE   COMPANY CAN SUPPORT                     WITH REAL IN...
SOCIAL MEDIA’S PURPOSE                     SOCIAL MEDIA PURPOSE:    IF COMPANY HAS R&D,                     CREATE AND EXC...
NOW THAT WE KNOW                WHAT MARKETING IS, LET’S                RECONSIDER ADVERTISINGdinsdag 8 februari 2011
REACHING CUSTOMERS                              WHAT IS THE POINTdinsdag 8 februari 2011
dinsdag 8 februari 2011
A FEW EXAMPLES OF                          MARKETING WITHOUT                               ADVERTISINGdinsdag 8 februari 2...
CONTENT MARKETING                          IF YOU HAVE GREAT PRODUCTS, JUST SHOW THEMdinsdag 8 februari 2011
WORD OF MOUTH               THE CUSTOMER BECOMES YOUR MARKETING DEPARTMENTdinsdag 8 februari 2011
COMMUNITY ENABLING                           BE THERE WHEN THEY NEED YOUdinsdag 8 februari 2011
RANDOM ACTS OF KINDNESS                            KLM LEARNED THE VALUE OF A SMILEdinsdag 8 februari 2011
YOUR CORPORATE IDENTITY                   ZAPPOS IS FAMOUS FOR WHO THEY ARE AS A COMPANYdinsdag 8 februari 2011
EDUCATE YOUR INDUSTRY                          MICROSOFT IS TEACHING DEVELOPERS HOW TO CODEdinsdag 8 februari 2011
BE FINDABLE           PEOPLE WANT TO BUY STUFF, MAKE SURE YOU’RE AVAILABLEdinsdag 8 februari 2011
CUSTOMER SERVICE                     CUSTOMER SERVICE IS NOT A COST, IT IS EVERYTHINGdinsdag 8 februari 2011
SHARE YOUR VALUES                     LACKING PRODUCT DIFFERENTIATION, PEOPLE CHOOSE                            COMPANIES ...
ORGANIZE EVENTS                          LET PEOPLE HAVE A GOOD TIMEdinsdag 8 februari 2011
LET THEM BE PART OF YOU                              PEOPLE LOVE TO BE VALUEDdinsdag 8 februari 2011
dinsdag 8 februari 2011
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Marketing without advertising

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Presentation NOT given at EHSAL on February 10, 2011.
Instead, I just gave a talk. Excerpt on http://www.medemerkers.be/videoblog

Published in: Education
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Transcript of "Marketing without advertising"

  1. 1. MARKETING WITHOUT ADVERTISING WHY BRANDING DOESN’T WORK ANYMOREdinsdag 8 februari 2011
  2. 2. WHAT IS FACEBOOK FOR? FACEBOOK IS HERE SO I CAN MAKE FRIENDS FACEBOOK IS HERE SO I CAN MARKET MY PRODUCTSdinsdag 8 februari 2011
  3. 3. A BIT OF HISTORY (TO READ AT HOME)dinsdag 8 februari 2011
  4. 4. VALUE CREATION AT THE BAZAR THERE WAS A TIME THE BAZAR: LATE COMMERCE DIDN’T EXIST MIDDLE AGES = BEGINNING OF PEOPLE WOULD LIVE ON COMMERCE THE LAND OF A LANDLORD (KING, ETC) PEOPLE MET EACH OTHER AT THE BAZAR: ONE BIG THEY WORKED FOR THE CONVERSATION OF LIFE LORD AND LIVED AT HIS MERCY RESULT: PEER 2 PEER ECONOMY EMERGEDdinsdag 8 februari 2011
  5. 5. THE START OF CURRENCIES CONVERSATIONS AT THE PROBLEM: THE LORDS OF BAZAR ARE FACT THE LAND LOST THEIR BASED: JOE MAKES GOOD POWER SHOES, NICE BREAD,... SOLUTION: RESULT: MIDDLE CLASS CENTRALIZED AROSE (CREATED AND CURRENCY (TOOK 2 RETAINED VALUE) CENTURIES) TO REGAIN CONTROL OVER THE FREE ECONOMYdinsdag 8 februari 2011
  6. 6. THE INDUSTRIAL REVOLUTION REDUCED THE REQUIRED PROBLEM: WE DON’T BUY SKILLS TO PRODUCE THE PRODUCTS FROM JOE STUFF THE SHOEMAKER ANYMORE. WHICH TURN PRODUCERS INTO SHOES ARE GOOD? REPLACEABLE RESOURCES SOLUTION: THE CONCEPT OF BRANDING (MASS MASS PRODUCTION= MARKETING) WAS ALIENATE WORKERS CREATED FROM VALUE CREATIONdinsdag 8 februari 2011
  7. 7. THE CONCEPT OF BRANDING BRANDING SIMULATES THE HUMAN CONNECTION WE USED TO HAVE WITH THE PEOPLE WITH WHOM WE USED TO INTERACT IN A PEER 2 PEER FASHION. BRANDING CREATES A FACE FOR THE PRODUCT THAT WE PREFER BUYING FROM INSTEAD OF THE REAL FACE OF THE PERSON WHO USED TO PRODUCE OUR GOODS. COMPANIES LIKE TO DO THE BRAND CONVERSATION BECAUSE THEY DON’T MAKE PRODUCTS THEMSELVESdinsdag 8 februari 2011
  8. 8. THE MASS MEDIA REVOLUTION TELEVISION ALLOWED OVER TIME WE BECAME THE BRAND ON THE TO VALUE THOSE SHOEBOX TO ARRIVE IN IMAGES MORE THEN YOUR HOME EVEN REAL PEOPLE BEFORE THE BOX ARRIVES BRANDING BECAME A METHODOLOGY TO BRANDING CREATES A REPLACE PRODUCT PRE-EXISTING RELATION VALUE WITH THE PRODUCTdinsdag 8 februari 2011
  9. 9. THE RISE OF THE INTERNET DECENTRALIZED INTERNET BUBBLE: RESULT OF CORPORATE ALLOWS PEER 2 PEER APPROACH TO SMALL COMMUNICATION AND INTERNET BUSINESS VALUE CREATION AGAIN BUSINESS RETURNED: EBAY, CRAIGSLIST: NICE NOW IT BECAME SOCIAL EXAMPLES OF HOW SMALL SCALE VALUE NOT CONTENT, BUT CREATION ON INTERNET PEOPLE CONNECTING TO IS POSSIBLE PEOPLEdinsdag 8 februari 2011
  10. 10. MARKETING ENTERS FACEBOOK PEOPLE CONNECTING TO NO: PEOPLE ARE IN PEOPLE? GREAT, LET’S CONVERSATION WITH INTERRUPT THEM ONE ANOTHER BRANDS TRY TO ACT AS THEY’RE NOT BEING IF THEY ARE FRIENDS CONSUMERS, THEY’RE JUST PEOPLE CONSUMER IS IN CHARGE AND YOU ARE IN IT’S LIKE THE BAZAR CONVERSATION WITH CONVERSATION, NOT YOUR CONSUMER? ABOUT BRANDSdinsdag 8 februari 2011
  11. 11. BRANDS HAVE NO PLACE BRANDS DON’T HAVE A BRAND MYTHS PROTECT PLACE IN ONLINE COMPANY AGAINST CONVERSATIONS PRODUCT DEFECTS VALUE IN SOCIAL ON SOCIAL NETWORKS, NETWORK= FACTS AND INDIVIDUALS DON’T GET VALUE CREATION REPUTATION BY REPEATING BRAND BRANDS= NOT VALUE MESSAGES, BUT BY PROVIDING REAL INFO PRODUCTS= VALUE (“GREAT SHOES”)dinsdag 8 februari 2011
  12. 12. PRODUCTS IN CONVERSATIONS YOU CAN SUPPLY PEOPLE COMPANY CAN SUPPORT WITH REAL INFO ABOUT THE NETWORK OF PRODUCTS SO THEY CAN PEOPLE INSTEAD OF EDUCATE THEIR FRIENDS TRYING TO REPLACE IT GOAL IS NOT TO GET ACTUALLY HAVE A REAL FRIENDS AS A COMPANY CONVERSATION: HONEST GOAL IS TO GET PEOPLE MAKE SURE SOMETHING (FANS?) TO BEFRIEND REAL IS GOING ON EACH OTHER INSIDE THE COMPANYdinsdag 8 februari 2011
  13. 13. SOCIAL MEDIA’S PURPOSE SOCIAL MEDIA PURPOSE: IF COMPANY HAS R&D, CREATE AND EXCHANGE PRODUCTION, ETC: JUST VALUE DIRECTLY LET THEM BE WHO THEY AMONGST PEOPLE ARE. A COMPANY CAN ONLY THESE ARE GOOD TIMES: WIN IN SOCIAL MEDIA IF REALLY VALUABLE THEY CAN HELP PEOPLE PRODUCTS WILL START TO DO THAT. TO MARKET THEMSELVESdinsdag 8 februari 2011
  14. 14. NOW THAT WE KNOW WHAT MARKETING IS, LET’S RECONSIDER ADVERTISINGdinsdag 8 februari 2011
  15. 15. REACHING CUSTOMERS WHAT IS THE POINTdinsdag 8 februari 2011
  16. 16. dinsdag 8 februari 2011
  17. 17. A FEW EXAMPLES OF MARKETING WITHOUT ADVERTISINGdinsdag 8 februari 2011
  18. 18. CONTENT MARKETING IF YOU HAVE GREAT PRODUCTS, JUST SHOW THEMdinsdag 8 februari 2011
  19. 19. WORD OF MOUTH THE CUSTOMER BECOMES YOUR MARKETING DEPARTMENTdinsdag 8 februari 2011
  20. 20. COMMUNITY ENABLING BE THERE WHEN THEY NEED YOUdinsdag 8 februari 2011
  21. 21. RANDOM ACTS OF KINDNESS KLM LEARNED THE VALUE OF A SMILEdinsdag 8 februari 2011
  22. 22. YOUR CORPORATE IDENTITY ZAPPOS IS FAMOUS FOR WHO THEY ARE AS A COMPANYdinsdag 8 februari 2011
  23. 23. EDUCATE YOUR INDUSTRY MICROSOFT IS TEACHING DEVELOPERS HOW TO CODEdinsdag 8 februari 2011
  24. 24. BE FINDABLE PEOPLE WANT TO BUY STUFF, MAKE SURE YOU’RE AVAILABLEdinsdag 8 februari 2011
  25. 25. CUSTOMER SERVICE CUSTOMER SERVICE IS NOT A COST, IT IS EVERYTHINGdinsdag 8 februari 2011
  26. 26. SHARE YOUR VALUES LACKING PRODUCT DIFFERENTIATION, PEOPLE CHOOSE COMPANIES THEY CAN IDENTIFY WITHdinsdag 8 februari 2011
  27. 27. ORGANIZE EVENTS LET PEOPLE HAVE A GOOD TIMEdinsdag 8 februari 2011
  28. 28. LET THEM BE PART OF YOU PEOPLE LOVE TO BE VALUEDdinsdag 8 februari 2011
  29. 29. dinsdag 8 februari 2011
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