“Advertising is the fee for being unremarkable. “ Robert Stephens (GeekSquad)
Honestly, sentences like the world has changed,power has shifted to the consumer, increase yourshare of conversation, consumers trust each othermost, shifting power from marketers to consumers,marketers are no longer in control, social mediastrategy and learn to lose control make me puke inmy mouth a bit.While it is really really simple.
People out-converse brands.People are more authentic, more passionate and have lower overhead cost. Period.
Everything a company does is communication.Products, packaging and customer service are more genuine than marketing. Soleverage that, like KLM did with their KLM Surprise campaign.
Conversations are just a part of the consumer journey.Traditional advertising still works, past experience is really important and realinteractions are the dealmakers/dealbreakers.
Create products that make a difference.Don’t confuse consumers with advertising, put a spotlight on great products.
Company culture makes a difference.Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize onthese stories and turn your employees in an army of ambassadors.
People out-converse brands, soyou better start create stuff thatis conversation-worthy.Product development, R&D, customerservice and company culture overtakeadvertising as the most important wayof communicating with customers.
This is a radical change and asksfor radical changes in the waybrands and organizationscommunicate.It is about acts, not ads.It is about creating stuff worth sharing.
Think stories, not technology. Stories stick.Wouldn’t it be awesome to cut out all advertising and replace it by art? That isexactly what Timessquare to Artsquare is about. More at http://ts2as.org
Think service, not product.Do more than customers expect.
Start with observing: listening to your consumers.Observing consumers made them realize some consumers don’t think in weight,but in calories. So act on that.
Use your customers to help you make the difference.Ben & Jerry’s uses an online platform with brand fans to co-create their marketingplans. 50% of consumers wants to co-create. More at http://polle.me/ISC-BJPhoto by jason.dsilva
Create products that actually nudge behavior.Nike used their Nike+ platform to actually change the way people run.
Capitalize on the people and products you already have.Kay Mook gained the Antwerp Zoo 300K extra visitors and almost becameproduct of the year 2009. More at http://polle.me/ccjSNL
Manage expectations. Under-promise. Over-deliver.Do more than customers expect.
What do you want your consumers to tell about you?Is it about how cool your advertising was? Do you want them to talk aboutdeals? Or is it about something else?
Monetary value versus conversation value.What are your best customers? The ones that spend the most money or the onesthat bring in the most new customers? Plan for both.
Give your customers something to talk about.Ambassadors just want to tell other, so help them! Choqoa support fans by givingthem chocolate bars and highlighting them in their newsletter.
Use your ambassadors to promote your business.Think how you can make your customers talk about you.
Connect with your consumers and use them for reach.Think how you can make your customers talk about you.
Create things worth sharing.Think about small things worth talking about.
Make it extra-easy to share or to subscribe.Make it easy to subscribe of share your content via twitter, Facebook or othersocial buttons. Example: http://polle.me/ij19j4
Measure.Measure views, clicks, but even more important: your return on investment.Extremely simple, but effective: the Net Promoter Score.
Not convinced yet?We wanted to know how connecting withconsumers actually drives revenue.
You can forget most of the sillythings I said today.But please, remember these 3 things.
Product improvement Offline WoM Road map WoMThe best performing marketers do three thingsthat make them stand out.* Conversation Readiness research amongst 500 European marketers
Product improvement Offline WoM Road map WoM1) They start to implement Word-of-Mouth rightaway, applying it to their current products.* Conversation Readiness research amongst 500 European marketers
Product improvement Offline WoM Road map WoM2) They realize Word-of-Mouth isn’t only online.* Conversation Readiness research amongst 500 European marketers