Fundamental trend that changed marketing in the last few years

1. How stories and conversations are
changing marketing (..and the world!)

2. 01
Everybody says
marketing is
changing!

3. 01a
So let’s understand
•
What is this change
How can we use it
3. Generate customer data

4. 02
Clay Shirky on the
changing media
[2:00 – 4:30]

5. Media (and hence marketing) is becoming Conversation Centric

6. 02a
Information
centricity

7. 02b
Entertainment
Centricity

8. 02c
Conversation
Centricity

9. 02d
Consumption
to creation &
participation

10. 02e
Consumption
to creation &
participation

11. What we learn
 Media is increasingly becoming conversational
 People actually don’t want to be couch potatoes but want to
participate, create and share content
 Hence your new media marketing strategies need to leverage this
(social) behavior of people.

12. 03
Post a secret
community

13. 03a
Frank Warren on
how secrets
connect people
[0:00 – 6:36]

14. What we learn
 “Internet has helped us create silos of interest” (in the form of online
communities) – Seth Godin
 You can connect with other people who share the same lifestyle,
passion, interest or cause

15. 03b
Tribes around
a cause

16. 03c
Tribes around
a passion

17. How to build your own tribe
 Step 1: Identify a passion: Select a big lifestyle, passion or cause
 Step 2: Ignite passion: Build a focused community around it
 Step 3: Scale Passion: Build scale by leveraging existing social
platforms
- Gaurav Mishra

18. How Dell did it!
Gaurav Mishra

19. 04
Kiva

20. 04a
Patients
Like Me

21. Stories are becoming more fluid

22. 04b
Best job in the
World!

23. 04c
Make a wish
campaign

24. Image credits
• http://farm3.staticflickr.com/2405/2388418126_99bb98fa36.jpg
• http://plushpossumstudio.blogspot.in/2011/02/free-antique-
advertising-ivory-soap-c.html
Template credit
• www.slideshare.net/kuliza_research