Chief Friendship Officer

3,103 views

Published on

Published in: Sports, Technology
1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total views
3,103
On SlideShare
0
From Embeds
0
Number of Embeds
56
Actions
Shares
0
Downloads
0
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

Chief Friendship Officer

  1. 1. The Chief Friendship Officer<br />
  2. 2. How ‘Friendship’ makes your brand relevant (again)<br />
  3. 3.
  4. 4. Well, maybe not this kind of Friendship <br />
  5. 5. But……<br />
  6. 6. “Houston…We have a problem.”<br />“Houston…we have a problem.”<br />
  7. 7. Marketers<br />“Houston…We have a problem.”<br />“Houston…we have a problem.”<br />
  8. 8. Old economy = <br />- one-way<br />- product centric<br />- control<br />http://www.flickr.com/photos/schlegl/1564272357/<br />
  9. 9. Equals: old marketing formula….<br />http://www.flickr.com/photos/spine/380346749/<br />
  10. 10.
  11. 11. 39% Trust print ads in magazines*<br />38% Trust TV commercials*<br />40% Trust emails from brands*<br />
  12. 12. New Economy =<br /><ul><li>Two way conversation
  13. 13. ‘Friendship’ centric
  14. 14. Sharing</li></ul>http://www.flickr.com/photos/misbehave/2352753067/sizes/l/<br />
  15. 15. Equals: New Marketing <br />Formula<br />http://www.flickr.com/photos/respres/3231178720/<br />
  16. 16.
  17. 17. 90% Trust recommendations from people known*<br />70% Trust consumer opinions posted online**<br />40% Trust conversations with company employees***<br />
  18. 18. > 1980<br />1980-2005<br />2005 <<br />
  19. 19. In the People Economy, we trust our ‘Friends’<br />http://www.flickr.com/photos/pinksherbet/179279964/sizes/z/in/photostream/<br />
  20. 20. “a friendship is based on trust and equal give and take between the two parties”<br />
  21. 21.
  22. 22.
  23. 23. If relevant to <br />my ‘friends’, then probably also to me<br />
  24. 24.
  25. 25.
  26. 26.
  27. 27. Or you’re…..<br />
  28. 28. Not epic, but highly relevant<br />
  29. 29. There is a problem when you’re not epic and/or only slightly relevant<br />
  30. 30. Not epic<br />
  31. 31. “Advertising is the price companies pay for being unoriginal”, Yves Behar<br />
  32. 32. What now?<br />http://www.flickr.com/photos/esparta/482348262/<br />http://www.flickr.com/photos/esparta/482348262/<br />
  33. 33. Listen totheconversations I havewith my ‘Friends’ <br />
  34. 34. Or facilitate ‘Friendship’<br />
  35. 35. Nike +<br />
  36. 36. But….<br />
  37. 37. The company's communication with the outside world is a reflection of internal culture and must be consistent<br />
  38. 38. So, if<br />challenges us to… <br />http://twitpic.com/photos/eefmeijerink<br />
  39. 39. http://www.flickr.com/photos/stainedglasswaterfall/2615543276/<br />
  40. 40. Managers<br />Marketeers<br />“Houston…We have a problem.”<br />“Houston…we have a problem.”<br />
  41. 41. Companies should develop and stimulate an internal culture of trust and equal give and take between parties<br />
  42. 42. Sure, most will agree….<br />
  43. 43. But: what we say we will do, is not always what we actually do…..<br />
  44. 44.
  45. 45. http://www.flickr.com/photos/wongjunhao/2268294578/<br />
  46. 46. So we need new forms of leadership<br />
  47. 47. So we need new forms of leadership<br />
  48. 48.
  49. 49. We need leaders that nurture followership and ‘friendship’<br />
  50. 50. Bridging the internal organization and the outside world<br />
  51. 51. "When the winds of change blow, some build walls, others build windmills"<br />http://www.flickr.com/photos/digital_junkie/2918438926/sizes/z/in/photostream/<br />
  52. 52. mennolanting@gmail.com<br />www.twitter.com/mlanting<br />www.mennolanting.nl<br />www.linkedin.com/in/mennolanting<br />

×