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What's Now


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What's Now

  1. 1. The democratisation of everything, the death of deference and the rise of mass-self expression David Brain
  2. 2. The power to vote
  3. 4. Insert I hate dell screen grab
  4. 7. The Coke Rockets
  5. 8. Bellagio
  6. 9. The MySpace Generation 100 Million Members average two hours on every day It’s all about social networking!
  7. 10. Word of Mouth Women: Community “Build-Hers” That Last <ul><li>58% of women, </li></ul><ul><li>age 35 to 55 are online too! </li></ul><ul><li>WOM is their lifeline </li></ul><ul><li>Women communicate to build relationships </li></ul><ul><li>She talks longer, more actively, and uses new media for different reasons than men </li></ul><ul><li>Sensory involvement makes your WOM message stick </li></ul><ul><li>Eager to build relationships with products, services and companies </li></ul>
  8. 11. The democratisation of . . <ul><li>News – citizen journalists </li></ul><ul><li>Editorial – </li></ul><ul><li>Entertainment – rocketboom, youtube, Ze Frank </li></ul><ul><li>Creative careers – Revver, Second Life </li></ul><ul><li>Celebrity – Big Brother, Pop Idol, etc, etc </li></ul><ul><li>Commerce – ebay, craig’s list </li></ul><ul><li>Gossip – popbitch </li></ul><ul><li>Arts criticism – Amazon reviews </li></ul>
  9. 12. Death of deference
  10. 14. What comes first?
  11. 15. According to the Edelman Trust Barometer CEO Academic “ Someone like me” Global Ireland 36% 53% 60% 33% 39% 44%
  12. 16. A Marketing Paradigm Shift <ul><li>Then: preference </li></ul><ul><li>through awareness - monologue </li></ul><ul><li>Now: preference </li></ul><ul><li>through loyalty and involvement - dialogue </li></ul><ul><li>From image to relationship </li></ul><ul><li>From direct to indirect </li></ul><ul><li>From control to credibility </li></ul>
  13. 17. <ul><li>iPod: My play list </li></ul><ul><li>Nike ID: My sneakers </li></ul><ul><li>Google Desktop: My news </li></ul><ul><li>M&Ms: My colors, </li></ul><ul><li>my message, my cause </li></ul><ul><li>The O’Neill Custom Boardshort: My design </li></ul><ul><li>Personalized ring tones: </li></ul><ul><li>my style </li></ul><ul><li>Beck’s new album, “ your” CD cover design </li></ul><ul><li>Nicholas Felton’s personal corporate annual report changing the game to “me-sculsivity” </li></ul>Make it Personal CLICK PICTURE
  14. 18. Enlist Consumers as Co-Brand Managers and Brand Catalysts <ul><li>Consumers are increasingly </li></ul><ul><li>shaping what brands/ </li></ul><ul><li>products are about and how </li></ul><ul><li>they are communicated </li></ul><ul><li>Volvo empowers women in Germany to create “their” car </li></ul><ul><li>Xbox invites gamers to preview products first </li></ul><ul><li>Ducati doesn’t make a design move without affirmation from its customers </li></ul><ul><li>General Motors asks bloggers what to do </li></ul><ul><li>Consumers create In & Out Burger’s Secret Menu </li></ul>
  15. 19. Tap into the Culture of Sharing and Social Networking <ul><li>Sharing stories, perspectives and </li></ul><ul><li>ideas in CGM (citizen generated </li></ul><ul><li>media) and beyond </li></ul><ul><li>Pictures: </li></ul><ul><li>Videos: </li></ul><ul><li>Location: </li></ul><ul><li>Topics:,“Diggnation” </li></ul><ul><li>Books: Be your own critic on, pass on your passion with </li></ul><ul><li>Inspiration: </li></ul><ul><li>Impact: Katrina and World Darfur Day </li></ul>Top 10 virals
  16. 20. Develop Original Content <ul><li>Dove webisodes ( </li></ul><ul><li>Axe “Gamekillers” on MTV </li></ul><ul><li>“ Order of the Serpentine” on Spike TV </li></ul><ul><li>Wal-Mart TV </li></ul><ul><li>Starbucks Hear Music radio station on XM </li></ul><ul><li>NewsCorp’s Mobizzo </li></ul>CLICK PICTURE
  17. 21. Recognize Their Need to Re-invent Themselves <ul><li>Fashion: </li></ul><ul><li>What Not to Wear, Susannah and Trinny </li></ul><ul><li>Car Makeovers : </li></ul><ul><li>Pimp My Ride </li></ul><ul><li>Health and Body Image : </li></ul><ul><li>From size reduction and shape enhancement (Celebrity Fit Club and Nip/Tuck) to smile improvement (Brite-smile, white strips), image improvement (Dove Self-esteem fund), and improving our children’s chances ( Honey, We’re Killing the Kids o n UK and U.S. TV ) </li></ul><ul><li>Money and Finances : </li></ul><ul><li>Spendaholics, the Automatic Millionaire, Oprah’s financial diet challenge </li></ul>CLICK PICTURE
  18. 22. <ul><li>Video games become “the” entertainment form (PSP) </li></ul><ul><li>Re-emergence of comics and the graphic novel </li></ul><ul><li>Board games and the toys of our youth re-emerge </li></ul><ul><li>Mobile “toys” for grown ups (Blackberry, Treo) </li></ul><ul><li>“ 50 is the new 30” and “25 is the new 15” </li></ul>Embrace - Role/Age Nullification “Kidulthood”
  19. 23. Join the Entertainment Evolution Entertainment Today…Growing, Everywhere “ In 2004, for the first time, American consumers spent more on entertainment (movies, music, websites, video games etc) than business spent on advertising $178.4 billion vs. $175.8 billion” Admap “ AC Nielsen’s most recent global consumer confidence survey in January, entertainment is the top priority for discretionary spending by Europeans – ahead of clothes, holidays, home improvements and savings” Media Week “ In this increasingly consumer controlled environment, how do we ensure we’re embedded in content, rather than appearing in ‘zappable’ commercial space?” Advertising Age
  20. 24. Join the Entertainment Evolution <ul><li>Reality Reigns: </li></ul><ul><li>American Idol, Pop Idol, </li></ul><ul><li>X-Factor, the Lot (make your movie) </li></ul><ul><li>Consumer Influenced Content/Casting: Snakes On a Plane, You’re the One That We Want </li></ul><ul><li>New Internet Stars Emerge: Lonely Girl, Numa, Amanda (300,000 viewers!) </li></ul>CLICK PICTURE
  21. 25. Entertainment Redefined Reality TV Technology Food Bollywood Nollywood Travel Online Home Design Downloads Fashion Gaming Podcasts Music Sport Hollywood
  22. 26. Turn the inside . . . out
  23. 27. Create Memorable Experiences Communicate <ul><li>Pop-Up stores: </li></ul><ul><li>Comme des Garcons, Wal-Mart, JC Penney, </li></ul><ul><li>Meow Mix, The MushRoom </li></ul><ul><li>Branded experiences: </li></ul><ul><li>Calphalon Culinary Center, Starbucks Salon, Guinness Storehouse </li></ul><ul><li>Magazine as lifestyle: </li></ul><ul><li>Esquire apartment and </li></ul><ul><li>the Wired store </li></ul><ul><li>Branded Hotels: </li></ul><ul><li>VW, Camper, Muji </li></ul>
  24. 28. Enter Virtual Worlds <ul><li>Second Life: Branded environments now include American Apparel and Adidas </li></ul><ul><li>Virtual Laguna Beach: Where fans create avatars and hang out </li></ul>
  25. 29. Tap Into the Global Social Conscience <ul><li>Environmental Concerns Increase: Al Gore’s “An Inconvenient Truth”, Ben and Jerry’s Climate College, Honda’s “Environmentology” campaign </li></ul><ul><li>Social Issues/Movements: </li></ul><ul><li>The RED campaign, Bono at G8 and new multiple brands RED product launch </li></ul><ul><li>New Health Concerns Go Global: overweight world population has surpassed malnourished (WHO); pandemics cross borders (bird-flu) </li></ul><ul><li>Buy back carbon credits with “Terrapass” </li></ul><ul><li>New magazine called Good promotes social activism </li></ul><ul><li>Find out how Dannon, Wal-Mart, Starbucks, Patagonia, Philosophy are maximizing “greenvenience” </li></ul>CLICK PICTURE CLICK PICTURE
  26. 30. <ul><li>Word of mouth starts </li></ul><ul><li>conversation and can yield passionate brand ambassadors </li></ul><ul><li>WOM influences 80% of all purchase decisions (NOP) </li></ul><ul><li>WOM influences 67% of US economy (McKinsey) </li></ul>Utilize Word Of Mouth
  27. 31. “ Word of mouth has been incredibly important to us, and ultimately that’s what a brand is, the things people say about you when you’re not there.” Jeff Bezos
  28. 32. Let The Consumer Speak On Behalf of Your Brand! <ul><li>Make use of consumers´ most trusted source - other consumers </li></ul><ul><li>Identify people who are most influential and act as catalysts </li></ul><ul><li>Target these catalysts specifically, prompting them to talk to others </li></ul>
  29. 34. What’s The Deal With Blogs? <ul><li> Blogs are: </li></ul><ul><ul><li>Changing the ways people communicate with each other </li></ul></ul><ul><ul><li>Changing the way brands communicate with their constituencies </li></ul></ul><ul><ul><li>Providing a challenge and opportunity for marketers </li></ul></ul>
  30. 35. “ Those who’ve been obsessing over the blogging phenomenon have missed the point; blogs are merely the most visible manifestation of an explosion in creativity.” Randall Rothenberg
  31. 36. Blog Nations <ul><li>70,000 new blogs a day (doubling every five months) </li></ul><ul><li>50 million regular readers </li></ul><ul><li>Blogs = sources as well as “destinations” </li></ul><ul><li>Rapid growth of Vlogs (video blogs) </li></ul><ul><li>Technorati, Blogpulse, PubSub, Google Blogsearch </li></ul><ul><li>A new opportunity for marketers to learn: conversation research </li></ul>CLICK PICTURE
  32. 37. Looking Past The Hype <ul><li>Properly executed, blogs are the ideal tool for </li></ul><ul><ul><li>Credible, personalized evangelism </li></ul></ul><ul><ul><li>Drawing people interested in what you have to say to you – and vice versa. </li></ul></ul><ul><ul><li>Engaging constituencies in a manner that is both conversational and inclusive in real time </li></ul></ul><ul><ul><li>Rapid and effective issues response </li></ul></ul><ul><ul><li>Increasing search engine “findability” </li></ul></ul><ul><ul><li>Driving client coverage in the MSM </li></ul></ul>
  33. 38.
  34. 39. <ul><li>Listen, learn…and listen some more </li></ul><ul><li>Encourage a dialogue </li></ul><ul><li>Harness the power of communities </li></ul><ul><li>Make connections and build relationships </li></ul><ul><li>Create original content and memorable experiences </li></ul><ul><li>Embrace new tools and technologies </li></ul>Conclusions: The New Rules of Engagement
  35. 40. <ul><li>“ Welcome to the third century: This one’s about IDEAS… </li></ul><ul><li>This much we do know: Ideas are driving the economy, ideas are making people rich, and, most importantly, ideas are changing the world. So even though we’re clueless about how best to organize the production of ideas, one thing is clear: If you can get people to accept, embrace, adore, and cherish your ideas, you win! You win financially, you gain power, and you change the world.” </li></ul>You Still Need to Build a Powerful IDEA Seth Godin, Fast Company
  36. 41. “ What’s the future of business after the information age? It won’t be the latest technology or newest product, but the story behind the product that will provide the competitive edge. The company with the best story wins; consumers will pay for the story that sparks the imagination, that reflects how we see ourselves and how we want others to see us. What are the most important raw materials of the twenty-first century? Stories that will translate information for consumers into accessible emotional terms.” Rolf Jensen The Dream Society Create and Tell a Relevant Story
  37. 42. “ Today there is sometimes a direct and inverse relationship between control and credibility.”