Martin Weigel : If you want to fail, assume there is an audience

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Bài nói chuyện của Martin Weigel tại Golden Drum Festival in Portoroz, Slovenia, and at Eficaia 2012 in Madrid

Bài giới thiệu từ Phương Hồ
Tôi thừa nhận tôi là fan của Martin Weigel, là tín đồ của công ty W+K (nơi Martin đang làm việc), chịu ảnh hưởng bởi hầu hết những tư tưởng của Martin và là đọc giả cuồng nhiệt của các bài blog mà Martin viết ra. Nếu bạn không có đủ kiên nhẫn để theo dõi những bài viết của Martin, tôi khuyên bạn nên đọc qua duy nhất bài viết này cùng bài thuyết trình trong đó. Nó đúc kết lại hầu hết những tư tưởng của Martin.

Link gốc:
http://martinweigel.org/2012/10/03/if-you-want-to-fail-assume-there-is-an-audience/
http://phuonghoblog.wordpress.com/2012/10/31/martin-weigel/

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Martin Weigel : If you want to fail, assume there is an audience

  1. 1. HOW TO + (NOT)FAILWIEDEN+KENNEDY AMSTERDAM
  2. 2. OR:
  3. 3. WHY THERE ISNO AUDIENCE FOR WHAT WE MAKE
  4. 4. AND WHY THAT TRUTH WILL SET USFREE
  5. 5. SOME NUMBERS ONE AD NO CASE STUDIESAND SOME GOOD NEWS
  6. 6. THIS IS THELANGUAGE OFMARKETING...
  7. 7. ‘AUDIENCE’
  8. 8. ‘FANS’
  9. 9. ‘COMMITMENT’
  10. 10. ‘RELATIONSHIPS’
  11. 11. ‘ENGAGEMENT’
  12. 12. ‘LOVE’
  13. 13. IT’S THE LANGUAGE OF CONSUMERSGIVING A SHIT
  14. 14. ALL RHETORIC NOEVIDENCE
  15. 15. SOIF YOU WANT TO FAIL DO THIS...
  16. 16. ASSUME THAT PEOPLE CAREABOUT BRANDS
  17. 17. ASSUME THAT PEOPLE WANT TO HAVE ARELATIONSHIP WITH YOUR BRAND
  18. 18. ASSUME THAT YOUR FANS ARE YOUR MOSTVALUABLE CONSUMER
  19. 19. ASSUME THAT EVERYONE WANTS TOPARTICIPATE
  20. 20. ASSUME THAT PEOPLEWILL FIND YOUR CONTENT
  21. 21. ASSUME THAT DEPTHIS MORE IMPORTANT THAN BREADTH
  22. 22. WHAT?
  23. 23. MOST PEOPLEDON’T CARE THAT MUCHABOUT BRANDS
  24. 24. “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.”
  25. 25. MOST PEOPLEDON’T KNOW MUCH ABOUT THE BRAND THEY BUY
  26. 26. 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
  27. 27. 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
  28. 28. “ 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
  29. 29. 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
  30. 30. PEOPLE DON’T HAVEA RELATIONSHIP WITH YOUR BRAND
  31. 31. THE VAST MAJORITY OF CONSUMERSHAVE MULTIPLE PARTNERS
  32. 32. 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLASOURCE: TNS IMPULSE PANEL (UK)
  33. 33. ‘YOUR CONSUMERS’ ARE JUSTSOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
  34. 34. HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  35. 35. 100 BILLION NEURONSWITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
  36. 36. HUMAN RELATIONSHIPS INVOLVE BUILDING COMPLEX MENTAL MODELS
  37. 37. RELATIONSHIPSARE A MATTER OF LIFEANDDEATH
  38. 38. 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
  39. 39. COMPARED WITHHUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE THIN
  40. 40. RELATIONSHIPS ARE FREETRANSACTIONS ARE NOT
  41. 41. “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
  42. 42. WHAT’S LOVEGOT TO DO WITH IT?
  43. 43. YOUR FANS ARE NOT YOUR MOSTVALUABLE CONSUMER
  44. 44. 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
  45. 45. 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
  46. 46. 000’s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
  47. 47. YOUR BRAND’S HEALTH DEPENDS ONLOTS OF PEOPLE WHO DON’T KNOW YOU WELL DON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
  48. 48. THESE CONSUMERS GENERATEPUBLICITY NOT REVENUE
  49. 49. DISTINGUISH BETWEEN ACTORS AND THETHE AUDIENCE
  50. 50. MOST PEOPLE DON’T WANT TOPARTICIPATE
  51. 51. PASSIVECONSUMPTION IS NOT DEAD
  52. 52. 6.4bn hrs. Aggregate consumption year to May 2011 182m hrs. Facebook, Twitter, and LinkedIn TVSOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
  53. 53. 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
  54. 54. PEOPLE’S DIGITAL PARTICIPATION ISWITH EACH OTHER
  55. 55. 20% 60% 17% PASSIVE EASY INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLESOURCE: BBC
  56. 56. JUST BECAUSE PEOPLE ARE PARTICIPATING WITHEACH OTHER DOESN’T MEAN THEY WILL PARTICIPATE WITH BRANDS
  57. 57. MASSREACTION MATTERS MORE THAN MASSPARTICIPATION
  58. 58. PEOPLEWILL NOT FIND YOURCONTENT
  59. 59. 1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBESOURCE: WISTIA.COM
  60. 60. 0.9% AVERAGE CLICK THROUGH RATESOURCE: ADVERTISING RESEARCH FOUNDATION
  61. 61. 4,875 PIECES OF CONTENT THE AVERAGE FACEBOOK USER RECEIVES EVERY DAYSOURCE: FACEBOOK
  62. 62. OVERLOOKED CONTENTSOURCE: YOUTUBE
  63. 63. UNTIL PUBLICIZEDSOURCE: YOUTUBE
  64. 64. DEPTH IS NOTMORE IMPORTANT THANBREADTH
  65. 65. BRANDS DEPEND ONBIG, BROAD POPULATIONS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
  66. 66. THE BIG DIFFERENCE BETWEEN BIG AND SMALL BRANDS IS NOT HOW MUCH LOYALTY THEY GETBUT HOW MANY PEOPLE BUY THEM
  67. 67. ‘ENGAGEMENT’ HASN’T REPLACEDREACH
  68. 68. SO...
  69. 69. MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
  70. 70. MUCH OF WHAT WE MAKE IS NOT VITAL BUTINCIDENTAL
  71. 71. INCIDENTAL TO THIS:
  72. 72. ORDINARY AWFUL AWESOME EVERYDAYLIFE
  73. 73. THERE ISNO AUDIENCE FOR WHAT WE MAKE
  74. 74. OUR TASK IS NOTNURTURING ENTHUSIASM BUT OVERCOMINGINDIFFERENCE
  75. 75. THIS SHOULDINSPIRE NOTDEPRESS US
  76. 76. FORALL CREATIVITY DEMANDSRESISTANCE
  77. 77. BE PART OF WHATINTERESTS PEOPLE
  78. 78. GIVEMORE THAN YOU TAKE
  79. 79. TAKE A POSITION DON’T JUST HAVE‘A POSITIONING’
  80. 80. + @mweigel martin.weigel.orgmartin.weigel@wk.com

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