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The participation economy Marc Michils, CEO Saatchi & Saatchi Brussels "Share your honey" seminar, Living Tomorr...
<ul><li>Whats happening out there? </li></ul>
 
 
Look at me! Listen to me! Pay attention to me!
We are in the era of co-communication
From uninvited to invited persuaders
Connected
People are getting smarter
PARTICIPATION MARKETING DIRECTION     EMOTIONAL CONNECTIONS INFORM    INSPIRE DISTURBING MESSAGES     ENGAGING CONTENT
From To Mobilisation Ideas that can  be  advertised Product + Marketing Product = Marketing  Saying things to people Doing...
Product + Marketing Product = Marketing
The product is so cool, different, innovative, people can’t help but talk about it
Saying things to people Doing things for/with people
We are in the era of co-creation  <ul><li>People choose to  participate  with our ideas on their own terms – we must be pr...
The consumer becomes the (co-) owner of the brand
Consumers ---> Loyal consumers --->  advocates ---> inspirational consumers
Participation Value Advertising Relationship Advocacy
Fill media Create media
 
 
Participation Mobilisation
T-mobile Obama Halo 3 Nike Burger King Cadbury Now Dark Knight
To mobilise people  you need emotion
“ The essential difference between emotion and reason is that  emotion leads to action   while  reason leads to conclusion...
Encourages creativity Cultivates and celebrates  the art  of writing Sees through  the eyes  of a baby Fuels  every child’...
Love/respect axis Brands Low Love High Respect Lovemarks High Love High Respect Fads High Love Low Respect Products Low Lo...
High respect High Love Low respect Low Love
Advertising ideas Ideas that can be advertised
Social media = worth of mouth that you have to earn
<ul><li>Media should ignite the conversation and be nimble enough to adapt as out story unfolds  </li></ul>
Attraction economy Design stores products events experiences fashion Music talent, bands,  shows music videos ringtones do...
ROI will also be determined by how contagious an idea becomes <ul><li>It’s no longer about numbers of impressions you’ve m...
<ul><li>Our role is to fuel conversations </li></ul>
<ul><li>Respect the look & feel & authenticity of the medium (and not necessary the look & feel of the brand) </li></ul>
Every touch point tells a part of the story so that it’s amplified by word-of-mouth
Social media = be open, honest & spontaneous
 
With Love [email_address]
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The Participation Economy Vlerickseminar Share Your Honey oct14_marcmichils

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Communication campaigns these days are all about participation and emotion

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The Participation Economy Vlerickseminar Share Your Honey oct14_marcmichils

  1. 1. The participation economy Marc Michils, CEO Saatchi & Saatchi Brussels &quot;Share your honey&quot; seminar, Living Tomorrow, Oct 14
  2. 2. <ul><li>Whats happening out there? </li></ul>
  3. 5. Look at me! Listen to me! Pay attention to me!
  4. 6. We are in the era of co-communication
  5. 7. From uninvited to invited persuaders
  6. 8. Connected
  7. 9. People are getting smarter
  8. 10. PARTICIPATION MARKETING DIRECTION  EMOTIONAL CONNECTIONS INFORM  INSPIRE DISTURBING MESSAGES  ENGAGING CONTENT
  9. 11. From To Mobilisation Ideas that can be advertised Product + Marketing Product = Marketing Saying things to people Doing things for / with people Fill media Create media Advertising ideas Participation
  10. 12. Product + Marketing Product = Marketing
  11. 13. The product is so cool, different, innovative, people can’t help but talk about it
  12. 14. Saying things to people Doing things for/with people
  13. 15. We are in the era of co-creation <ul><li>People choose to participate with our ideas on their own terms – we must be prepared for them to be adapted, adopted and passed on before they can be fully realised </li></ul>
  14. 16. The consumer becomes the (co-) owner of the brand
  15. 17. Consumers ---> Loyal consumers ---> advocates ---> inspirational consumers
  16. 18. Participation Value Advertising Relationship Advocacy
  17. 19. Fill media Create media
  18. 22. Participation Mobilisation
  19. 23. T-mobile Obama Halo 3 Nike Burger King Cadbury Now Dark Knight
  20. 24. To mobilise people you need emotion
  21. 25. “ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions .” Donald B. Calne Professor of Neurology University of British Columbia
  22. 26. Encourages creativity Cultivates and celebrates the art of writing Sees through the eyes of a baby Fuels every child’s imagination
  23. 27. Love/respect axis Brands Low Love High Respect Lovemarks High Love High Respect Fads High Love Low Respect Products Low Love Low Respect
  24. 28. High respect High Love Low respect Low Love
  25. 29. Advertising ideas Ideas that can be advertised
  26. 30. Social media = worth of mouth that you have to earn
  27. 31. <ul><li>Media should ignite the conversation and be nimble enough to adapt as out story unfolds </li></ul>
  28. 32. Attraction economy Design stores products events experiences fashion Music talent, bands, shows music videos ringtones downloads communities Experiences attractions theme parks talent events stores rankings Sisomo tv sports events drama music games online widgets Mobile sisomo games snack tv movies events communities competitions listings widgets Store experiences design events sisomo Events Talent ideas comedy music design Print magazines books posters Inspirational consumers online blogs store communities rankings Hospitality food events beverages hotels spas Entertainment movies stage shows dvd awards tv shows Gaming development characters and products product placement events and awards communities
  29. 33. ROI will also be determined by how contagious an idea becomes <ul><li>It’s no longer about numbers of impressions you’ve made, but the amount of fans you’ve created </li></ul>
  30. 34. <ul><li>Our role is to fuel conversations </li></ul>
  31. 35. <ul><li>Respect the look & feel & authenticity of the medium (and not necessary the look & feel of the brand) </li></ul>
  32. 36. Every touch point tells a part of the story so that it’s amplified by word-of-mouth
  33. 37. Social media = be open, honest & spontaneous
  34. 39. With Love [email_address]

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