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Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
Stop doing marketing, start conversations - for ICCAWorld
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Stop doing marketing, start conversations - for ICCAWorld

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  • These slides were the basis for the panel session with Katrin Schmitt and Urs Haeusler for which you can find the slides here: http://www.slideshare.net/lykle/panel-the-old-marketing-rules-are-broken-50th-icca-world-congress
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  • My name is Lykle de Vries, 41, graduated from TUDelft, living in Groningen since 97\n
  • This is my company: De Ondernemers BV. We do New Business Development - Open Innovation - Social Media Strategy\n
  • This is my company: De Ondernemers BV. We do New Business Development - Open Innovation - Social Media Strategy\n
  • This is my company: De Ondernemers BV. We do New Business Development - Open Innovation - Social Media Strategy\n
  • This is my company: De Ondernemers BV. We do New Business Development - Open Innovation - Social Media Strategy\n
  • We also initiate our own online products and services. So we do and know.\n
  • We also initiate our own online products and services. So we do and know.\n
  • We also initiate our own online products and services. So we do and know.\n
  • I have a plea for you, a question from the heart. And an urgent one.\n
  • I want you to stop doing marketing. I want you to stop pushing your products to people that might not be interested. I want you to stop interrupting people while they are enjoying their lives. Even at work.\n
  • Because we’re not listening anymore. We’re doing relevant stuff, in relevant places.\n
  • I want you to start conversations. Conversations with your clients, with your stakeholders, with your visitors, with everyone who matters. And I want you to really engage in these conversations.\n
  • You see, the world has changed.\n
  • Information is now freely available, and free as well. A lot of the times.\n
  • We used to have newspapers that were controlled by editors\n
  • We used to have television that was controlled by TV companies\n
  • We used to have radio that was dictated by commercial parties\n
  • Someone else decided over what we would and could read, see and hear\n
  • Systems were Closed, Selective and Controlling.\n
  • Systems were Closed, Selective and Controlling.\n
  • Systems were Closed, Selective and Controlling.\n
  • Gate keepers decided which information we could read, hear and see. And regularly ‘edited’ that information as well, to fit their profiles and purposes.\n
  • \n
  • \n
  • \n
  • But no longer. These gate keepers have disappeared. They only have limited control left.\n
  • These days, I can start a blog, or Twitter-account, or FaceBook-account and immediately share my opinion and knowledge with the rest of the world. Without intervention from any gate keeper.\n
  • \n
  • And I can easily connect al my information with the rest of the world as well.\n
  • And I can easily connect al my information with the rest of the world as well.\n
  • And I can easily connect al my information with the rest of the world as well.\n
  • And I can easily connect al my information with the rest of the world as well.\n
  • Spinning a web of relevant connections, that bypasses old infrastructures. Which basically destroys the old model of Closed, Selective and Controlling systems\n
  • Spinning a web of relevant connections, that bypasses old infrastructures. Which basically destroys the old model of Closed, Selective and Controlling systems\n
  • Spinning a web of relevant connections, that bypasses old infrastructures. Which basically destroys the old model of Closed, Selective and Controlling systems\n
  • Spinning a web of relevant connections, that bypasses old infrastructures. Which basically destroys the old model of Closed, Selective and Controlling systems\n
  • Instead, this web facilitates new Open, Random and Supportive connections\n
  • Instead, this web facilitates new Open, Random and Supportive connections\n
  • Instead, this web facilitates new Open, Random and Supportive connections\n
  • And it exposes rubbish. Big time.\n
  • Still, we -the consumers- love to share stuff that we like. We like positive stuff.\n
  • Marketing is the price you pay for being unremarkable. Or worse: for bad products and services.\n
  • Marketing is the price you pay for being unremarkable. Or worse: for bad products and services.\n
  • But if you give us something remarkable, we will spread the word for you.\n
  • So, start the conversation\n
  • and help your ‘content’ start the conversation. Help the experts get in touch with their audience\n
  • And help their audience find the experts and find out about the congress\n
  • so, First you do this:\n
  • Find out who you want to talk to. bout what, and where you find these people.\n
  • And only then can you get to the next step, selecting the tools\n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • Not all tools are created equal. All of them differ in the possibilites they give you. \n
  • So, in some cases a Facebook page is the best way, in some others you might opt for Linkedin, or even just a hashtag on Twitter.. Depending on where your audience can meet the experts.\n
  • So, in some cases a Facebook page is the best way, in some others you might opt for Linkedin, or even just a hashtag on Twitter.. Depending on where your audience can meet the experts.\n
  • But in all cases, they are conversations. Between you, the experts and the audience. Start conversations, facilitate conversations.\n
  • Listen to the conversations, understand what experts and audience want and then act on that.\n
  • Thank you for your attention. Please contact me of you have any further questions or remarks!\n
  • Transcript

    • 1. Lykle de Vries foto: Judith van der Meulen
    • 2. New Business Development Open Innovation Social Media Strategy
    • 3. a plea
    • 4. http://www.flickr.com/photos/memestate/54408373/in/photostream/
    • 5. http://www.flickr.com/photos/jeffcapeshop/2186416612/
    • 6. http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/
    • 7. the world has changed
    • 8. information is free
    • 9. http://www.flickr.com/photos/inju/112082907/
    • 10. TV http://www.flickr.com/photos/roadsidepictures/276395210/
    • 11. Radio http://www.flickr.com/photos/imh/3297961043/
    • 12. http://www.storytellersmediagroup.com/
    • 13. Closed SelectiveControlling
    • 14. gate keepers
    • 15. (are you a gate keeper?)
    • 16. do you think you are?
    • 17. you might bedisappointed...
    • 18. gate keepers
    • 19. weblog/twitter/ facebook:my own information channel
    • 20. weblog/twitter/ facebook:my own information channel on internet
    • 21. http://www.flickr.com/photos/scott_rtw/1350993666/
    • 22. Closed SelectiveControlling http://www.flickr.com/photos/scott_rtw/1350993666/
    • 23. http://www.flickr.com/photos/scott_rtw/1350993666/
    • 24. Open RandomSupportive http://www.flickr.com/photos/scott_rtw/1350993666/
    • 25. http://www.flickr.com/photos/rosefirerising/3841043935/
    • 26. Positive experiencesare bigger conversation starters than negativeexperiences. People like positive stuff. 26
    • 27. “Marketing is the price you pay for being unremarkable” (Robert Stephens, founder of the Geek Squad) http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
    • 28. “Marketing is the price you pay for being uct rod ba dp unremarkable” (Robert Stephens, founder of the Geek Squad) http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
    • 29. “Marketing is the price you pay for being uct rod ba dp unremarkable” bad service (Robert Stephens, founder of the Geek Squad) http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
    • 30. so be remarkable
    • 31. start the conversation
    • 32. experts
    • 33. audience
    • 34. first:
    • 35. who do you want to talk toabout what and where do you find them ?
    • 36. next:
    • 37. contact conversation content
    • 38. contact conversation content
    • 39. ... ...contact conversation content
    • 40. ... ...contact conversation content ... ...
    • 41. http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/
    • 42. http://www.flickr.com/photos/highersights/6231641551/
    • 43. Lykle de Vrieslykle@deondernemers.nl 06-53 76 69 64 Twitter: @lykle foto: Ester Kroezenga
    • 44. Lykle de Vrieslykle@deondernemers.nl 06-53 76 69 64 Twitter: @lykle foto: Ester Kroezenga

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