1. the chief friendship officer

2. how ‘Friendship’ makes your brand relevant (again)

3. well, maybe not this kind of Friendship 

4. but……

5. “Houston…We have a problem.” “Houston…we have a problem.”

6. marketers “Houston…We have a problem.” “Houston…we have a problem.”

7. old economy = - one-way - product centric - control http://www.flickr.com/photos/schlegl/1564272357/

8. equals: old marketing formula…. http://www.flickr.com/photos/spine/380346749/

9. confusion x reach = profit

10. 38% trust TV commercials* 40% trust emails from brands* 39% trust print ads in magazines*

12. ‘Friendship’ centric

13. sharinghttp://www.flickr.com/photos/misbehave/2352753067/sizes/l/

14. equals: new marketing formula http://www.flickr.com/photos/respres/3231178720/

15. convenience x trust x relation = profit

16. 90% trust recommendations from people known 70% trust customer opinions posted online 40% trust conversations with company employees

17. > 1980 1980-2005 2005 <

18. in the people economy, we trust our ‘Friends’ http://www.flickr.com/photos/pinksherbet/179279964/sizes/z/in/photostream/

19. “a friendship is based on trust and equal give and take between the two parties”

22. if relevant to my ‘friends’, then probably also to me

24. there is no problem as long as you….

25. do epic shit

26. or you’re…….

27. not epic, but highly relevant

28. there is a problem when you’re not epic and/or only slightly relevant

29. not epic

30. “Advertising is the price companies pay for being unoriginal” Yves Behar

31. what now? http://www.flickr.com/photos/esparta/482348262/ http://www.flickr.com/photos/esparta/482348262/

32. listen totheconversations I havewith my ‘Friends’

33. or facilitate ‘Friendship’

34. Nike +

35. but….

36. the company's communication with the outside world is a reflection of internal culture and must be consistent

37. so, if challenges us to… http://twitpic.com/photos/eefmeijerink

38. http://www.flickr.com/photos/stainedglasswaterfall/2615543276/

39. managers marketeers “Houston…We have a problem.” “Houston…we have a problem.”

40. companies should develop and stimulate an internal culture of trust and equal give and take between parties

41. sure, most will agree….

42. but: what we say we will do, is not always what we actually do…..

44. http://www.flickr.com/photos/wongjunhao/2268294578/

45. so we need new forms of leadership

46. we need leaders that nurture followership and ‘friendship’

47. bridging the internal organization and the outside world

48. “when the winds of change blow, some build walls, others build windmills" http://www.flickr.com/photos/digital_junkie/2918438926/sizes/z/in/photostream/

49. mennolanting@gmail.com www.twitter.com/mlanting www.mennolanting.nl www.linkedin.com/in/mennolanting