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I am-the-media-www.mehmettanlak.com

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I am the media www.mehmettanlak.com

I am the media www.mehmettanlak.com

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  • 1. I AM THE MEDIA www.mehmettanlak.com FUTURELAB
  • 2. Ceci n’est pas (just) about FUTURELAB
  • 3. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 FUTURELAB
  • 4. This Presentation WHILE YOU WERE SLEEPING WHERE DO WE GO FROM HERE? BRANDS AS STORYTELLERS FUTURELAB
  • 5. Part 1:While youwere sleeping FUTURELAB
  • 6. The Good Ole Daysof Corporate MediaWe will decide what you want & need • Central editorial control • Government regulation (censorship) • One-way communication • Limited channels of information FUTURELAB
  • 7. “Your contract with the network when you get the show is that you’re going to watch the spots … Any time you skip a commercial … you’re actually stealing the programming” Jamie Kellner, CEO of Turner Broadcasting, April 2002 (cc) Lynette Webb, 2006 FUTURELAB
  • 8. Yet then the power shifted Anytime - Any Place - Any Way FUTURELAB
  • 9. 14,463,346 auctions www.ebay.com 21 Nov 2006 200,000,000 blogs Almost 4,000,000 articles >100,000,000 videos (10 languages) (65,000/day) “The workers 1.5 million should residents 33,347,000 profilesappropriate the means of production” FUTURELAB
  • 10. In which (semi-)amateurs start to “play for real”Blogs vs. Mainstream News Media : Early days, yet traffic is growing NEWS MEDIA BBC Newlsline Ticker 19,550 /million CNN 18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Xu Jing Lei Reuters Online 3,680 56,750/million Guardian Unlimited 2,985 Al Jazeera 2,925 1,000-4,000 Wall Street Journal 1,995 Le Monde 990 comments per The Huffington Post 959 article The Economist 740 Daily Kos (State of theNation) 722 Crooks&Liars (John Amato) 525 Every Citizen is a Reporter FUTURELAB
  • 11. In which (semi-)amateurs start to “play for real” YouTube TOP 3 (20 nov 2006) Evolution of Dance 35.7 MM Pokemon Theme Music 17.3 Quick Change Artists 12.7Nielsen Rating – Nov 6- Nov 121. Desperate Housewives ABC 22.3 million2. Dancing With the Stars ABC 22.03. CSI: Crime Scene Investigation CBS 20.8 FUTURELAB
  • 12. For video, please check http://www.mobuzztv.com/In which (semi-)amateurs start to “play forreal” FUTURELAB
  • 13. While online media play catchup with traditional outlets July 2006 (cc) Lynette Webb, 2006 FUTURELAB
  • 14. The biggest player isThe long, long, long, long, long tail 1-200,000 1,000-200,000 FUTURELAB
  • 15. (cc) Lynette Webb, 2006 FUTURELAB
  • 16. • In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials BRANDS to do the same.” (Jim Stengel, Global Marketing Officer, P&G) • A US hour of prime time TV carried 21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006) • Big Six study (US): People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%) • 78.2% of Germans are irritated by advertising, only 24% actually still CONSUMERS watches it (GfK Marktforschung) • 54% of US consumers avoids products & services which “overwhelm” with advertising (Yankelovich Partners) • 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.)RESPONSE FUTURELAB
  • 17. There is no apparent link between advertising awareness andResponse GRP weight Australia Romania China/Shanghai Philippines IndiaTop Graph = ad awareness - Bottom Graph = GRP Weight Illustration based on anonymised examples GRPs => Awareness => Karma => €€€  Source: Mediafuture SARL FUTURELAB
  • 18. 76%of consumers don’t believethat companies tell thetruth in advertisements Yankelowich FUTURELAB
  • 19. Part 2:Where do wego from here ? FUTURELAB
  • 20. THERE IS STILLONE TRUSTEDMEDIUMLEFT IN THEWORLDMY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT FUTURELAB
  • 21. While institutionaltrust is eroding Blind Faith Collectivism Command Reasoned Faith Elective Collectivism Contract People are saying: “I can no longer rely on a single source of information. The omniscient, all-powerfull source – whether a news anchor, doctor, CEO or government official – is gone. Edelman Trust Barometer, 2006 FUTURELAB
  • 22. People Trust People Edelman Trust Barometer 2006 When forming an opinion of a company, how % credible would the Academic 62 information be from … Doctor or similar 62 Person like yourself/peer 61 Financial Analyst 58A person like yourself or a peer NGO Rep 58 61% 55% Accountant 53 51% Lawyer 36 Regular employee 33 33% CEO 29 Union 19 Entertainer 17 PR person 16 2003 2004 2005 2006 Blogger 15 FUTURELAB
  • 23. Most influential information sources in purchasing electronic goods? (TOP 3) Source % In-store Sales Associate 49 In-store demonstration 36 Word-of-mouth from family & friends 33 Newspaper Coupons 25 Internet 21 Product/Company Information 16 Retailer information 14 Other 14 Magazines 4 TV 4 Radio 3Source: CMO Council’s Retail Fluency Report, 2005 People Trust Humans FUTURELAB
  • 24. This is not a “new hype” just an ignored reality1955 Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising1967 36% of surveyed consumers reported learning of an innovation through word-of-mouth, while 48% reported being influenced by WOM when making a purchase decision2001 Diffusion studies found that WOM is 10x more effective than media advertising2006 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006 FUTURELAB
  • 25. 4000 years of media-revolution cannot undo 2,000,000 of programming Paleolithic (stone) age “hunter- Writing gatherer” Information Age -500 -50-2,000,000 -3500 PrintTRIBAL – VERBAL – DISTRUST OF BIG TRIBES FUTURELAB
  • 26. RADIO, TV, PRINT, EVENTS, … ARE NICE, YET IN MY COMMUNITY I AM THE MEDIA The words I write, I speak, I film The Stories I Tell FUTURELAB
  • 27. In a million channel world,brands whose consumers tell the best stories, win FUTURELAB
  • 28. How to control millions of inaccurate and divergent conversations ? YOU DON’TConsumers are beginning in a very real sense to own our brands and participatein their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006 (cc) Lynette Webb, 2006 FUTURELAB
  • 29. Brands have to become storytellers, that « light the fire »… and let go FUTURELAB
  • 30. Part 3:Brands as Storytellers FUTURELAB
  • 31. Tell me a storythat makesmy conversationsmore interesting FUTURELAB
  • 32. Make it something Ireally care aboutMake it fun, credibleand memorableMake it something Ican easily tell othersBe true, so I don’t liketo look like a liar FUTURELAB
  • 33. Make it something Ireally care aboutMake it fun, credibleand memorableMake it something Ican easily tell othersBe true, so I don’t liketo look like a liar FUTURELAB
  • 34. If you want them to talk about you make them … LOVE YOU HATE YET NEVER LEAVE THEM INDIFFERENT FUTURELAB
  • 35. Yet it is exactly there that most brands leave consumers “indifferent”Customer Satisfaction Averages (scale 0-10) “44% of consumers say the majority of their Customer Experiences are “bland”...” FUTURELAB
  • 36. 69% of consumers say emotions count for over half their customer experience RATIONAL SUPERFICIAL ARGUMENTS EMOTIONS0.3 seconds RATIONAL DECISION MAKING IS AN ILLUSIONSource data point: strategic resource development group, 2006 FUTURELAB
  • 37. TRADITIONAL SEGMENTATIONASSUMES EVERYONE “FEELS THE SAME”Elsa (Female/urban/mid-income/25-30 years old) 25 29 FUTURELAB
  • 38. TRADITIONAL RESEARCH OFTEN MISSES THE POINTIts easy to understand the survival of popular traditional techniques such assyndicated market research, simplistic quantitative surveys, and focus groups, [yet]conventional research methods often gather incomplete information. McKinsey Quarterly, November 2006 PSYCHOLOGY – ANTROPOLOGY – NEUROLOGY – SIMULATIONS - … FUTURELAB
  • 39. Make it something Ireally care about For video, go to http://www.campaignforrealbeauty.ca/flat2.asp?id=4804GIVE MEANING GO « DEEP » FUTURELAB
  • 40. Brands people talk about make meaning Beyond MoneyCHOOSE YOUR CLASSIC For Apple video, go to For Harley video, go to: http://www.harley-davidson.com/wcm/ http://www.youtube.com/watch?v Content/Pages/Riders/Creed_Video.j =4oAB83Z1ydE sp?locale=en_US&locale=en_US&b mLocale=en_US FUTURELAB
  • 41. Make it something Ireally care aboutMake it fun, credibleand memorableMake it something Ican easily tell othersBe true, so I don’t liketo look like a liar FUTURELAB
  • 42. Have your customers tell your storyA person like yourselfor your peer is seen asthe most crediblespokesperson aboutyour company For the jetBlue story videos, please go to http://www.jetblue.com/experience/index.html?intcmp=story FUTURELAB
  • 43. THE GREATEST MARKETING STORY EVER TOLD, BY MILLIONS FUTURELAB
  • 44. Origins of the engagement ring Pope Innocent III Birthstones 1215 Fourth Lateran Council FUTURELAB
  • 45. BUT WHY THE DIAMONDS ? FUTURELAB
  • 46. 1938Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer FUTURELAB
  • 47. Cullinan IXEurope 1938 1948 1953 1990s Cullinan III & IV FUTURELAB
  • 48. For Marilyn Monroe video, go tohttp://www.youtube.com/watch?v=p0FDGnAIWpk FUTURELAB
  • 49. The Result Make it fun Word of mouth to the point ofcredible andmemorable becoming cultural tradition Case Study: Japan 1967 The Beers Goes Japan 1978 Diamonds for 50% of Japanese Brides 1981 Diamonds for 60% of Japanese Brides FUTURELAB
  • 50. Make it something Ireally care aboutMake it fun, credibleand memorableMake it something Ican easily tell othersBe true, so I don’t liketo look like a liar FUTURELAB
  • 51. FEATURES - BENEFITSVALUES - PROPOSITIONSWHERE ARE THEREADY MADESTORIES ??? FUTURELAB
  • 52. HemingwayVan GoghChabrolSartre... FUTURELAB
  • 53. And the best news:You don’t even need to be creative Opinion Leaders – Customers – Employees Successes - Failures - Reports - Milestones CEO – Founder – Products - … FUTURELAB
  • 54. No intrusive creative, yet true storycrafting 2500 years of experience meets neuro-research Make itsomething I caneasily tell others Egocentricity Contrast Emotion Beginning & Ending Tangible Visual FUTURELAB
  • 55. Make it something Ireally care aboutMake it fun, credibleand memorableMake it something Ican easily tell othersBe true, so I don’t liketo look like a liar FUTURELAB
  • 56. It’s the steak,not the sizzle baby FUTURELAB
  • 57. The key drivers for trust & closeness are “quality & service” UK FRA DEU ITA ESPQuality of products & services 2 1 1 1 1Attentiveness to customer needs 1 1 2 2 2Fair pricing for products & services 3 4 7 3 3Good employee and labour relations 5 3 3 4 4Strong financial performance 6 7 9 5 6Socially responsible activities 7 5 5 5 6Well-known corporate brand 4 6 8 7 5Dialogue with all stakeholders 8 8 6 8 9A visible CEO 9 8 4 9 8Employee or CEO blogs 10 10 10 10 10 Based on: Edelman Trust Barometer, 2006 – attributes for building trust FUTURELAB
  • 58. Yet still, most consumers are left “indifferent”Customer Satisfaction Averages (scale 0-10) “44% of consumers say the majority of their Customer Experiences are “bland”...” FUTURELAB
  • 59. In fact, if asked, they mostly won’t recommend a brand Telecom Europe = - 48% Profusion, 2005 BTW: The same often applies to the people working for the brand themselves FUTURELAB
  • 60. WE PROMISE ONE THING AND DO SOMETHING ELSE 90% of businesses are unable to execute the strategy they have on paper as • only 5% of the workforce understands what the strategy is • 60% of organisations do not link budgets to strategy • 70% of organisations do not link95% of senior business management incentives to strategiesleaders say CustomerExperience is the next • 85% of executive teams spend less than 1 hour per month discussingcompetitive battleground yet strategynothing happens. FUTURELAB
  • 61. THE CHOICE Be true,so I don’t look like a liar If you want to influence WOM you have to convince your organisation to deliver what you promise FUTURELAB
  • 62. In which the first step to take is confront reality STAFF – CUSTOMERS –SUPPLIERS – CONSUMERS FUTURELAB
  • 63. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar myTell me a story that makes more interesting conversations FUTURELAB
  • 64. In which you can estimate the value you generate, soyou can even make a business case for your boss  Good Experience Top 3 Purchase Influencers % I tell 4 people In-store Sales Associate 49 In-store demonstration 36 Word-of-mouth from family & friends 33 Bad Experience Newspaper Coupons 25 I tell 18 people Internet 21 Product/Company Information 16 Average Sale Retailer information 14 £ 230 Other 14 Anonymous Case: Magazines 4 UK Consumer TV 4 Electronics Radio 3 FUTURELAB
  • 65. YET REMEMBERYou can not control WOM … only influence it. FUTURELAB
  • 66. FUTURELAB

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