The Case For Truth

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Is telling the truth the killer app for Marketing 3.0?

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The Case For Truth

  1. 1. The Case For Truth Jonathan Salem Baskin Thursday, September 23, 2010
  2. 2. A Real-time Story in Four Chapters 1. Is the medium really the message? 2. I hear David Ogilvy rolling over in his grave. 3. Meet the new pixelated peasantry. 4. Is truth the killer idea for Marketing 3.0?
  3. 3. Chapter One Is the medium really the message?
  4. 4. A brand failure Unanswered Lots of Angry posts on YouTube negative United’s comments tweets Facebook page
  5. 5. A brand success Answered Lots of Happy posts on YouTube positive Old Spice’s comments tweets Facebook page
  6. 6. Tickets & Coupons
  7. 7. Medium vs. message
  8. 8. Chapter Two I hear David Ogilvy rolling over in his grave.
  9. 9. Yesterday: What, where, when & how.
  10. 10. Today: Why.
  11. 11. Marketing 1.0 • People used to buy things based on • The reality of need • The constraints of context • The contributions of community
  12. 12. Marketing 1.0 • People used to buy things based on • The reality of need • The constraints of context • The contributions of community • It was this way for the first 15,000 years of human history
  13. 13. Marketing 1.0 • People used to buy things based on • The reality of need • The constraints of context • The contributions of community • It was this way for the first 15,000 years of human history • Marketing -- “paid commercial speech” -- was invented to prompt these decision moments
  14. 14. Marketing 2.0 • The creative revolution • Consumers were cynical • Production was flush • Media were still centralized
  15. 15. Marketing 2.0 • The creative revolution • Consumers were cynical • Production was flush • Media were still centralized • The revolution gave us • Imagined benefits • Make-believe differentiation • Brands before behaviors
  16. 16. Marketing 2.0 • The creative revolution • Consumers were cynical • Production was flush • Media were still centralized • The revolution gave us • Imagined benefits • Make-believe differentiation • Brands before behaviors • The focus moved internal, and the prompt from actions to intentions
  17. 17. What has Marketing 2.0 given us?
  18. 18. Reputations have plummeted.
  19. 19. Loyalty is a thing of the past.
  20. 20. “Brand premium” is a tax.
  21. 21. Marketing credibility is a non sequitur.
  22. 22. • Content is inherently more credible if it makes no claims to authority or commerce • Relevance is directly proportional to this authenticity, and indirectly proportional to expectation (i.e. give less to get more) • Only the stuff that is apparently worthless possesses any value
  23. 23. “I do not regard advertising as entertainment or an art form, but as a medium of information.” David Ogilvy
  24. 24. “What you say in advertising is more important than how you say it.” David Ogilvy
  25. 25. Chapter Three Meet the new pixelated peasantry.
  26. 26. Chapter Four Is truth the killer idea for Marketing 3.0?
  27. 27. Truth.
  28. 28. Need. Context. Community.
  29. 29. Need • The return of functional differentiation • Invent new services • Don’t claim differences where none exist
  30. 30. Need • The return of functional differentiation • Invent new services • Don’t claim differences where none exist • Clarity replaces nuance • Why better, not just different • Own tangible benefit, not conceptual “position”
  31. 31. Need • The return of functional differentiation • Invent new services • Don’t claim differences where none exist • Clarity replaces nuance • Why better, not just different • Own tangible benefit, not conceptual “position” • Every touch leads to an action • Why isn’t everything you do direct marketing?
  32. 32. Context • Relate to consumption, not eyeballs • Retention is a means to an end • What’s going on more important than what you’re saying (i.e. why Facebook ads don’t work)
  33. 33. Context • Relate to consumption, not eyeballs • Retention is a means to and end • What’s going on is more important than what you’re saying (i.e. why Facebook ads don’t work) • The long tail of Internet search • Why there’s only opinion online • If your claim isn’t pre-qualified by an outside source, it’s not believable
  34. 34. Context • Relate to consumption, not eyeballs • Retention is a means to and end • What’s going on is more important than what you’re saying (i.e. why Facebook ads don’t work) • The long tail of Internet search • Why the music industry hates consumers • If your claim isn’t pre-qualified by an outside source, it’s not believable • Immediate utility or bust • Message content that says “use it or lose it”
  35. 35. Community • Facts, not opinions • Be the reliable source, not another participant • Don’t debate (pig wrestling...)
  36. 36. Community • Facts, not opinions • Be the reliable source, not another participant • Don’t debate (pig wrestling...) • Host real conversations • Not versations, and not about marketing • Where’s the race to own the most substantive social platform in each category?
  37. 37. Community • Facts, not opinions • Be the reliable source, not another participant • Don’t debate (pig wrestling...) • Host real conversations • Not versations, and not about marketing • Where’s the race to own the most substantive social platform in each category? • Every interaction a medium for selling • How would HR interviews or legal strategies change if advertisers helped craft them?
  38. 38. Truth in Marketing 3.0 • Marketing presents more authentic content than the output of The Crowd. • Every external interaction is honest and therefore credible. • Marketing rivals journalism as a reliable publisher of content. • Every medium -- every place and way messages are communicated -- is relevant and meaningful.
  39. 39. Truth in Marketing 3.0 • Marketing presents more authentic content than the output of The Crowd. • Every external interaction is honest and therefore credible. • Marketing rivals journalism as a reliable publisher of content. • Every medium -- every place and way messages are communicated -- is relevant and meaningful.
  40. 40. Truth in Marketing 3.0 • Marketing presents more authentic content than the output of The Crowd. • Every external interaction is honest and therefore credible. • What you say rivals journalism as a reliable publisher of content. • Every medium -- every place and way messages are communicated -- is relevant and meaningful.
  41. 41. Truth in Marketing 3.0 • Marketing presents more authentic content than the output of The Crowd. • Every external interaction is honest and therefore credible. • What you say rivals journalism as a reliable publisher of content. • Every medium -- every place and way messages are communicated -- is relevant, meaningful, and truthful.
  42. 42. Need. Context. Community.
  43. 43. “If it doesn’t sell, it isn’t creative.” David Ogilvy
  44. 44. “If it isn’t true, it’s a lie.”
  45. 45. “If it isn’t true, it’s a lie.” Me
  46. 46. The Case For Truth Jonathan Salem Baskin Thursday, September 24, 2010
  47. 47. www.historiesofsocialmedia.com

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