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How to-fail-golden-drum2 How to-fail-golden-drum2 Presentation Transcript

  • HOW TO + (NOT)FAILWIEDEN+KENNEDY AMSTERDAM
  • OR:
  • WHY THERE ISNO AUDIENCE FOR WHAT WE MAKE
  • AND WHY THAT TRUTH WILL SET USFREE
  • THIS IS THELANGUAGE OFMARKETING...
  • ‘AUDIENCE’
  • ‘FANS’
  • ‘COMMITMENT’
  • ‘RELATIONSHIPS’
  • ‘ENGAGEMENT’
  • ‘LOVE’
  • IT’S THE LANGUAGE OF CONSUMERSGIVING A SHIT
  • ALL RHETORIC NOEVIDENCE
  • SOIF YOU WANT TO FAIL DO THIS...
  • ASSUME THAT PEOPLE CAREABOUT BRANDS
  • ASSUME THAT PEOPLE WANT TO HAVE ARELATIONSHIP WITH YOUR BRAND
  • ASSUME THAT YOUR FANS ARE YOUR MOSTVALUABLE CONSUMER
  • ASSUME THAT EVERYONE WANTS TOPARTICIPATE
  • ASSUME THAT PEOPLEWILL FIND YOUR CONTENT
  • ASSUME THAT DEPTHIS MORE IMPORTANT THAN BREADTH
  • WHAT?
  • MOST PEOPLEDON’T CARE THAT MUCHABOUT BRANDS
  • “Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those ‘menacing nasties’ that lurk in your home and learn about the benefits of Domestos over thin bleach.”
  • MOST PEOPLEDON’T KNOW MUCH ABOUT THE BRAND THEY BUY
  • 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERSSOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  • 80% OF A BRAND’S BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRANDSOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  • “ ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’ EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL BECAUSE THEY DON’T MAP TO REAL LIFE.” PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK
  • 0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOKSOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  • PEOPLE DON’T HAVEA RELATIONSHIP WITH YOUR BRAND
  • THE VAST MAJORITY OF CONSUMERSHAVE MULTIPLE PARTNERS
  • 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLASOURCE: TNS IMPULSE PANEL (UK)
  • ‘YOUR CONSUMERS’ ARE JUSTSOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
  • HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  • 100 BILLION NEURONSWITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
  • RELATIONSHIPSARE A MATTER OF LIFEANDDEATH
  • PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGERSOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
  • COMPARED WITHHUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE THIN
  • “MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVEGOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LET ALONE ALL THE BRANDS WE BUY.” BRUCE MCCOLL, GLOBAL CMO, MARS
  • WHAT’S LOVEGOT TO DO WITH IT?
  • YOUR FANS ARE NOT YOUR MOSTVALUABLE CONSUMER
  • THIS IS 000’s of HHs buying FRUCTIS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
  • THIS IS WHAT IT NEEDS TO DO TO LOOK 000’s of HHs buying LIKE PANTENE 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
  • 000’s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
  • YOUR BRAND’S HEALTH DEPENDS ONLOTS PEOPLE WHO DON’T KNOW YOU WELLDON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
  • THESE CONSUMERS GENERATEPUBLICITY NOT REVENUE
  • DISTINGUISH BETWEEN ACTORS AND THETHE AUDIENCE
  • MOST PEOPLE DON’T WANT TOPARTICIPATE
  • PASSIVECONSUMPTION IS NOT DEAD
  • 6.4bn hrs. Aggregate consumption year to May 2011 182m hrs. Facebook, Twitter, and LinkedIn TVSOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
  • OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2%source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook fans: A fan for life?’, Admap, May 2012
  • PEOPLE’S DIGITAL PARTICIPATION ISWITH EACH OTHER
  • 20% 60% 17% PASSIVE EASY INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLESOURCE: BBC
  • JUST BECAUSE PEOPLE ARE PARTICIPATING WITHEACH OTHER DOESN’T MEAN THEY WILL PARTICIPATE WITH BRANDS
  • MASSREACTION MATTERS MORE THAN MASSPARTICIPATION
  • PEOPLEWILL NOT FIND YOURCONTENT
  • 1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBESOURCE: WISTIA.COM
  • 0.9% AVERAGE CLICK THROUGH RATESOURCE: ADVERTISING RESEARCH FOUNDATION
  • 4,875 PIECES OF CONTENT THE AVERAGE FACEBOOK USER RECEIVES EVERY DAYSOURCE: FACEBOOK
  • OVERLOOKED CONTENTSOURCE: YOUTUBE
  • UNTIL PUBLICIZEDSOURCE: YOUTUBE
  • DEPTH IS NOTMORE IMPORTANT THANBREADTH
  • BRANDS DEPEND ONBIG, BROAD POPULATIONS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
  • THE BIG DIFFERENCE BETWEEN BIG AND SMALL BRANDS IS NOT HOW MUCH LOYALTY THEY GETBUT HOW MANY PEOPLE BUY THEM
  • ‘ENGAGEMENT’ HASN’T REPLACEDREACH
  • SO...
  • MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
  • MUCH OF WHAT WE MAKE IS NOT VITAL BUTINCIDENTAL
  • INCIDENTAL TO THIS:
  • ORDINARY AWFUL AWESOME EVERYDAYLIFE
  • THERE ISNO AUDIENCE FOR WHAT WE MAKE
  • OUR TASK IS NOTNURTURING ENTHUSIASM BUT OVERCOMINGINDIFFERENCE
  • THIS SHOULDINSPIRE NOTDEPRESS US
  • ALL CREATIVITY DEMANDSRESISTANCE
  • AND OVERCOMINGINDIFFERENCE DEMANDSAWESOME
  • BE PART OF WHATINTERESTS PEOPLE
  • GIVEMORE THAN YOU TAKE
  • TAKE A POSITION DON’T JUST HAVE‘A POSITIONING’
  • “JUST MOVE ME, DUDE” DAN WIEDEN
  • + @mweigelmartin.weigel@wk.com wkamst.com