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20090917 The Switch Lpr

A presentation held at The Switch 360 seminar in Lappeenranta on September 17 2009. The stored videostream of the presentation can be found at http://content.magneetto.net/theswitch/

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Change of Marketing

     Ekana Innovation 2006 – 2009   www.ekana.fi
The World is Changing

 People are Changing



   Ekana Innovation 2006 – 2009   www.ekana.fi
#restruct
 Internet. Social Media. Citizen Journalism.
Enterprise2.0. Consumer2.0. Climate Change.
      Financial Crisis. Swine Flu. Open.



      Ekana Innovation 2006 – 2009   www.ekana.fi
World 2006
                                                                                                                                           Competi
                                                                                                                                             tion
                        Mission




                                                      Brand Management
                        Vision




                                                                         Brand Image
                       Strategies
                                                                                                                                          Perception
                                                                                                    Customer Service




                                                                                                                       Brand Perception
             R&D




                                                                                       Marketing
Company                                                                                                  Sales                            Customer
          Production
                                                    Portfolio                                          Marketing
                           Product Management




                                                                                                                                          Perception
                                                     Pricing

                                                  Place/Channel

                                                   Positioning

                                                   Packaging                                                                               Peers


                             Ekana Innovation 2006 – 2009                                     www.ekana.fi
World 2009                                                                Mission




                                                    Management
                                                                                     Vision




                                                      Brand
                                                                                    Strategies
 R&D                      Marketing                                 Company

        Community Community


                           Image
                           Brand
Sales
             Customer                                            Customer Service


        Community Community
                             Product Management
                           Portfolio

                            Pricing

                         Place/Channel

                          Positioning

                          Packaging

         Ekana Innovation 2006 – 2009             www.ekana.fi
Marketing is Changing


 People ignore advertising → Opt-in for marketing messages

  People ignore traditional authorities → Listen and trust
                          communities



               Ekana Innovation 2006 – 2009   www.ekana.fi

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20090917 The Switch Lpr

  • 1. Change of Marketing Ekana Innovation 2006 – 2009 www.ekana.fi
  • 2. The World is Changing People are Changing Ekana Innovation 2006 – 2009 www.ekana.fi
  • 3. #restruct Internet. Social Media. Citizen Journalism. Enterprise2.0. Consumer2.0. Climate Change. Financial Crisis. Swine Flu. Open. Ekana Innovation 2006 – 2009 www.ekana.fi
  • 4. World 2006 Competi tion Mission Brand Management Vision Brand Image Strategies Perception Customer Service Brand Perception R&D Marketing Company Sales Customer Production Portfolio Marketing Product Management Perception Pricing Place/Channel Positioning Packaging Peers Ekana Innovation 2006 – 2009 www.ekana.fi
  • 5. World 2009 Mission Management Vision Brand Strategies R&D Marketing Company Community Community Image Brand Sales Customer Customer Service Community Community Product Management Portfolio Pricing Place/Channel Positioning Packaging Ekana Innovation 2006 – 2009 www.ekana.fi
  • 6. Marketing is Changing People ignore advertising → Opt-in for marketing messages People ignore traditional authorities → Listen and trust communities Ekana Innovation 2006 – 2009 www.ekana.fi
  • 7. Broadcast Marketing is Not Working Ekana Innovation 2006 – 2009 www.ekana.fi
  • 8. People Interact More Than Ever ...but with each other ...and their community Ekana Innovation 2006 – 2009 www.ekana.fi
  • 9. If a Marketer Wants to Get Any Message Through Ekana Innovation 2006 – 2009 www.ekana.fi
  • 10. They Must be with the People, as equals Ekana Innovation 2006 – 2009 www.ekana.fi
  • 11. Enter New Marketing Ekana Innovation 2006 – 2009 www.ekana.fi
  • 12. What is New Marketing? Ekana Innovation 2006 – 2009 www.ekana.fi
  • 13. New Marketing is about • Internet, social media, web2.0 • Companies being in dialogue with their whole ecosystem • Customers becoming more interested in participating • Corporate gatekeepers disappearing • Being open and honest instead trying to trick the customer Ekana Innovation 2006 – 2009 www.ekana.fi
  • 14. New Possibilities • Closer contact with customers/partners • Cost-efficient way to spread your message (and get feedback!) to potential customers • Global base of ”fans” can be reached • ”Win or cease to exist” Ekana Innovation 2006 – 2009 www.ekana.fi
  • 15. Marketing activities move to platforms, channels and communities Ekana Innovation 2006 – 2009 www.ekana.fi
  • 16. Those who own top of mind in the communities are the winners Ekana Innovation 2006 – 2009 www.ekana.fi
  • 17. And it's not all about Internet Web2.0 Enforces other real life marketing activities Events, meetings, briefings, direct communication, customer loyalty As long as they try not to fool! Ekana Innovation 2006 – 2009 www.ekana.fi
  • 18. How Does All This Relate to Wind Energy Industry? Ekana Innovation 2006 – 2009 www.ekana.fi
  • 19. Wind Energy Industry is There • #restruct makes the authorities, politicians and common people have interest on these issues • In web 2.0 all professionals with special skills and/or niche expertise have a new world of cooperation and grouping • The question is about timing and right moves • First ones with right existance can be rewarded Ekana Innovation 2006 – 2009 www.ekana.fi
  • 20. Facebook: Americans for Alternative Energy 125,000 members 1,840 discussion topics 12,335 wall posts 404 photos, 815 links and 27 videos Supported by 12 US elected members and many 2008 presidential candidates Ekana Innovation 2006 – 2009 www.ekana.fi
  • 21. Ekana Innovation 2006 – 2009 www.ekana.fi
  • 22. Twitter Windbaron, Costa Rica 50,130 followers 2647 updates since March 2009 Ekana Innovation 2006 – 2009 www.ekana.fi
  • 23. Ekana Innovation 2006 – 2009 www.ekana.fi
  • 24. LinkedIn: Wind Energy Professionals • 10,300 members • 500 discussions • News, jobs etc. Ekana Innovation 2006 – 2009 www.ekana.fi
  • 25. Ekana Innovation 2006 – 2009 www.ekana.fi
  • 26. And Those of You Who Hesitate... Ekana Innovation 2006 – 2009 www.ekana.fi
  • 27. It's just for kids and games, not for serious people Ekana Innovation 2006 – 2009 www.ekana.fi
  • 28. Maybe for consumer products, but not for B2B Ekana Innovation 2006 – 2009 www.ekana.fi
  • 29. We don't have time for that nonsense Ekana Innovation 2006 – 2009 www.ekana.fi
  • 30. We decided not to be there Ekana Innovation 2006 – 2009 www.ekana.fi
  • 31. Do Not Hesitate. You Exist There Already. The Real Question is: Ekana Innovation 2006 – 2009 www.ekana.fi
  • 32. Will You Have Fans and Respect? Ekana Innovation 2006 – 2009 www.ekana.fi
  • 33. Janne Saarikko janne@ekana.fi Twitter: saarikko Qaiku: saarikko Skype: jjsaarikko +358 40 864 3017 Ekana Innovation 2006 – 2009 www.ekana.fi