Seeking Authenticity: Keynote From Canadian Marketing Association

Seeking Authenticity A Non-Obvious Tour Of Everything That Works And Doesn’t Work In Marketing Rohit Bhargava Author, Personality Not Included SVP, Ogilvy 360 Digital Influence CMA 2009

Who really cares about authenticity?

Here’s what thinks:

Image of Virgin Mary on Grilled Cheese sandwich, sold on eBay for $28,000 Authenticity is NOT about selling …

It IS about giving people a reason to believe …

By having a personality …

And being proud of your backstory …

Especially in Canada … Photo Credit: Jamie Fehr (www.jamiefehr.com)

Losing authenticity matters too …

THE BIG QUESTION:

Why is today different from yesterday?

Yesterday …

Today …

Our Acronym Fever … BtoC – BtoB – CtoC – EtoC

The Explicable Rise Of Social Media

Technology is no longer a barrier.

Customer service sucks.

Virtual trust now trumps all.

“ Social” media can be useful.

“ Getting a blog is the answer.” Illustration courtesy of Hugh Macleod of Gaping Void

“ You can choose your enthusiasts.”

“ Giving up control is the answer.” Giving up control Sharing “control”

“ Don’t admit you’re marketing.”

“ Don’t brand it.”

5 Ways To Be More Authentic In A Web2.0 World

1. Forget monitoring, try listening .

@readytospark @harparora @DavidGraziano @dwag29 @paulschreiber @jgambita @mitchjoel @jshuey @dblacombe @lloydbernhadt @osk77 @jimkaras @VSCPR @ccwhittaker @UKdave @TanMcG @mccr8 @BFSingh @Doubledown_InSL @lisettesacks @HeenaPRGal

2. Share a real backstory.

3. Find your accidental spokespeople.

4. Demonstrate your humanity .

5. Engage instead of counting impressions.