BRANDING 2.0
FORGET ADVERTISING,
GET REAL
The Speaker




+46 733 113 172
+46 733 113 172
      martin.deinoff@creuna.se
http://twitter.com/martindeinoff




 +46 733 113 172
A word from my sponsor




+46 733 113 172
A word from my sponsor




+46 733 113 172
+46 733 113 172
Branding

   
    Marketing

   
  
    
    Advertising

I tend to mix these up a bit.




+46 733 113 172
Product
       
      Service
       Offering

            I mix these as well.




+46 733 113 172
I will not tell you   how to do it




+46 733 113 172
I will tell you what   to do




+46 733 113 172
B2B or B2C


+46 733 113 172
B2U
+46 733 113 172
ADVERTISING
BROADCASTING UNTIL NOW
+46 733 113 172
There is none.

      1% Fun
   2 % Relevant
    97% Crap
100% Not asked for
 +46 733 113 172
There is none.



   If I talked to people
  like advertising talk
                  to people
I would have no friends

+4...
Old school marketing:
We accept things because we
don't have a choice




 +46 733 113 172
Old school marketing:
We accept things because we
don't have a choice
 - Information asymmetry
 - Communication obstacles
...
But the world:




 +46 733 113 172
So what are
       we doing?

+46 733 113 172
We scream.




+46 733 113 172
We scream.




+46 733 113 172
                  At anyone.
We scream.




+46 733 113 172
                  Anyanyone.
                   At message.
We scream.




+46 733 113 172
                  Anyanyone.
                   At message.
                    Anytime.
We scream.




+46 733 113 172
                  InAt anyone.
                   Any message.
                    any chan...
This is
          not
        working
+46 733 113 172
There is none.
And the world will be different




+46 733 113 172
POWER TO THE PEOPLE
IT IS REALLY THAT SIMPLE
The new generation of
marketing is all about
understanding and respecting
the power of the user




 +46 733 113 172
The new generation of
marketing is all about
understanding and respecting
the power of the user




 +46 733 113 172
Users have power over:

  - time

  - tools

  - media

  - information

  - their opinion



 +46 733 113 172
Power over:

  - time





 +46 733 113 172
Power over:

  - tools




 +46 733 113 172
Power over:

  - tools




 +46 733 113 172
Power over:

  - media




 +46 733 113 172
Power over:

  - media




 +46 733 113 172
Power over:

  - information




 +46 733 113 172
Power over:

  - information




 +46 733 113 172
Power over:

  - information




 +46 733 113 172
Power over:

  - information




 +46 733 113 172
Power over:

  - their opinion




 +46 733 113 172
A SOLUTION?
YES BUT NOT AN EASY ONE
You have to deliver value
through marketing.

Or just deliver value.




 +46 733 113 172
If you put helping the user at
any time first.

Even if you don’t feel that you
will benefit from it.

You will.


 +46 733 ...
Build marketing into the
product or service.

Make the product or service
so great that you don’t need
advertising.


 +46...
+46 733 113 172
“Everything that
can be digital will
be digital”
                        Jeff Dachis,
                   Ex CEO Razorfish

...
Build your product or service
better by focusing on:
1. Efficiency
2. Transparency
3. Dialogue
4. Desirability



 +46 733...
Let’s start with


EFFICIENCY

 +46 733 113 172
+46 733 113 172
And then some


TRANSPARENC
Y
   +46 733 113 172
Godt:
                           Volvo
                           Oceanrace




   Podcasting           No podcasting
 ...
+46 733 113 172
+46 733 113 172
+46 733 113 172
“In the monarchy of web
1.0 the content was king.
In the republic of web 2.0
the context is president.“
                  ...
+46 733 113 172
+46 733 113 172
Join the


DIALOGUE

    +46 733 113 172
“So, could it be that the only
accepted tone of voice - in the
future - is the natural, human
tone of voice?
And in that c...
Challenges for large brands:
    Be personal
    Keep a dialog
    Help without a hidden agenda
    Be real
    Be fa...
Last and probably also least


DESIRABILITY

    +46 733 113 172
TAKE AWAY
REMEMBER THIS
 Be   honest and true
 Help    users, they will return the
 favor
 Ad   value (by digital media)
 Avoid     dying medi...
THANK YOU FOR YOUR
ATTENTION
+46 733 113 172

martin.deinoff@creuna.se

http://twitter.com/martindeinoff

CREUNA.SE
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
Forget Advertising - Get Real
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Forget Advertising - Get Real

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The power of digital communication is changing our world. Presentation from Martin Deinoff at Marknadsföreningen breakfast 2010-01-21.

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  • Forget Advertising - Get Real

    1. 1. BRANDING 2.0 FORGET ADVERTISING, GET REAL
    2. 2. The Speaker +46 733 113 172
    3. 3. +46 733 113 172 martin.deinoff@creuna.se http://twitter.com/martindeinoff +46 733 113 172
    4. 4. A word from my sponsor +46 733 113 172
    5. 5. A word from my sponsor +46 733 113 172
    6. 6. +46 733 113 172
    7. 7. Branding Marketing Advertising I tend to mix these up a bit. +46 733 113 172
    8. 8. Product Service Offering I mix these as well. +46 733 113 172
    9. 9. I will not tell you how to do it +46 733 113 172
    10. 10. I will tell you what to do +46 733 113 172
    11. 11. B2B or B2C +46 733 113 172
    12. 12. B2U +46 733 113 172
    13. 13. ADVERTISING BROADCASTING UNTIL NOW
    14. 14. +46 733 113 172
    15. 15. There is none. 1% Fun 2 % Relevant 97% Crap 100% Not asked for +46 733 113 172
    16. 16. There is none. If I talked to people like advertising talk to people I would have no friends +46 733 113 172
    17. 17. Old school marketing: We accept things because we don't have a choice +46 733 113 172
    18. 18. Old school marketing: We accept things because we don't have a choice - Information asymmetry - Communication obstacles - Power over media & tools +46 733 113 172
    19. 19. But the world: +46 733 113 172
    20. 20. So what are we doing? +46 733 113 172
    21. 21. We scream. +46 733 113 172
    22. 22. We scream. +46 733 113 172 At anyone.
    23. 23. We scream. +46 733 113 172 Anyanyone. At message.
    24. 24. We scream. +46 733 113 172 Anyanyone. At message. Anytime.
    25. 25. We scream. +46 733 113 172 InAt anyone. Any message. any channel. Anytime.
    26. 26. This is not working +46 733 113 172
    27. 27. There is none. And the world will be different +46 733 113 172
    28. 28. POWER TO THE PEOPLE IT IS REALLY THAT SIMPLE
    29. 29. The new generation of marketing is all about understanding and respecting the power of the user +46 733 113 172
    30. 30. The new generation of marketing is all about understanding and respecting the power of the user +46 733 113 172
    31. 31. Users have power over: - time - tools - media - information - their opinion +46 733 113 172
    32. 32. Power over: - time +46 733 113 172
    33. 33. Power over: - tools +46 733 113 172
    34. 34. Power over: - tools +46 733 113 172
    35. 35. Power over: - media +46 733 113 172
    36. 36. Power over: - media +46 733 113 172
    37. 37. Power over: - information +46 733 113 172
    38. 38. Power over: - information +46 733 113 172
    39. 39. Power over: - information +46 733 113 172
    40. 40. Power over: - information +46 733 113 172
    41. 41. Power over: - their opinion +46 733 113 172
    42. 42. A SOLUTION? YES BUT NOT AN EASY ONE
    43. 43. You have to deliver value through marketing. Or just deliver value. +46 733 113 172
    44. 44. If you put helping the user at any time first. Even if you don’t feel that you will benefit from it. You will. +46 733 113 172
    45. 45. Build marketing into the product or service. Make the product or service so great that you don’t need advertising. +46 733 113 172
    46. 46. +46 733 113 172
    47. 47. “Everything that can be digital will be digital” Jeff Dachis, Ex CEO Razorfish +46 733 113 172
    48. 48. Build your product or service better by focusing on: 1. Efficiency 2. Transparency 3. Dialogue 4. Desirability +46 733 113 172
    49. 49. Let’s start with EFFICIENCY +46 733 113 172
    50. 50. +46 733 113 172
    51. 51. And then some TRANSPARENC Y +46 733 113 172
    52. 52. Godt: Volvo Oceanrace  Podcasting  No podcasting  Updated content  Pictures hidden behind login  RSS  Hard to share content  Good SEO  Bad SEO
    53. 53. +46 733 113 172
    54. 54. +46 733 113 172
    55. 55. +46 733 113 172
    56. 56. “In the monarchy of web 1.0 the content was king. In the republic of web 2.0 the context is president.“ Martin Deinoff Yours truly
    57. 57. +46 733 113 172
    58. 58. +46 733 113 172
    59. 59. Join the DIALOGUE +46 733 113 172
    60. 60. “So, could it be that the only accepted tone of voice - in the future - is the natural, human tone of voice? And in that case, what role should an advertising agency play?” Paul Beelen, Creative Director and blogger
    61. 61. Challenges for large brands:  Be personal  Keep a dialog  Help without a hidden agenda  Be real  Be fast and agile +46 733 113 172
    62. 62. Last and probably also least DESIRABILITY +46 733 113 172
    63. 63. TAKE AWAY REMEMBER THIS
    64. 64.  Be honest and true  Help users, they will return the favor  Ad value (by digital media)  Avoid dying media. Now!  Have fun +46 733 113 172
    65. 65. THANK YOU FOR YOUR ATTENTION +46 733 113 172 martin.deinoff@creuna.se http://twitter.com/martindeinoff CREUNA.SE

    ×