Crowd "Marketing Becomes Horizontal"
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The document discusses how marketing is becoming more "horizontal" as opposed to "vertical". It gives examples of how Obama used more horizontal grassroots marketing techniques like social media to outperform McCain in fundraising and supporter engagement. The document then recommends that companies combine mass, database, and viral marketing to reach different customer groups. It presents the "11 Manifesto" for horizontal marketing, emphasizing networking, evangelism, authenticity, and facilitating customer communities and co-creation.
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Crowd "Marketing Becomes Horizontal"
- 1. MARKETING BECOMES H O R I Z O N T A L Yuswohady MarkPlus Insitute of Marketing
- 2. THE BOOK
- 3. WHY OBAMA BEATS MCCAIN
- 4. BECAUSE OBAMA IS H O R I Z O N T A L … and McCain is vertical
- 5. … and McCain is vertical My.BarackObama.com
- 7. Obama at Facebook Obama has 1.7 mio friends in Facebook McCain has 550.000 friends in Facebook October 2008
- 9. Melalui My.BarackObama.com Obama mengumpulkan hampir 1 miliar dolar dana kampanyenya dari JUTAAN donatur “gurem” yang bisa menyumbang hanya 5 dolar per orangnya WOW… THAT’S GRASS ROOT MARKETING!!!
- 10. Why choose If you can combine ?
- 11. 1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks & Financials i.e. Citibank Company as Partner Community-Driven Products i.e. Facebook i.e. Harley Davidson Company as Connector VERTICAL HORIZONTAL
- 12. www.youtube.com www.metacafe.com www.slideshare.com www.wikipedia.com www.flickr.com www.scribd.com www.facebook.com www.myspace.com www.changethis.com www.secondlife.com SITES YOU MUST VISIT
- 13. AWAS!!! H O R I Z O N T A L BEATS V E R T I C A L
- 14. Britannica vertical; Wikipedia horizontal Windows vertical; Linux horizontal Internet Explorer vertical; Firefox horizontal Getty Images vertical; Flickr horizontal Major label vertical; Indie label horizontal Websites vertical; blog horizontal Mass media vertical, Social media horizontal “ One-to-many ” vertical; “ many-to-many ” horizontal
- 15. Wikipedia beats Britannica Linux beats Windows Firefox beats Internet Explorer Blog beats websites Social media beats mass media Evangelist beats salesman Citizen journalism beats mainstream media “ Many-to-many” beats “one-to-many”
- 16. The solution is here
- 18. E = wMC 2 Marketing ENERGY Word of MOUTH (MOUSE) Customer COMMUNITY Offline Online
- 19. THE 11 MANIFESTO
- 20. #1 NETWORKED #2 EVANGELIST #3 CONNECTING #4 MEMBER #5 EXPRESS #6 FACILITATING #7 AUTHENTIC #8 CULT #9 CONTAGIOUS #10 CONVERSATION #11 CO-CREATION THE 11 MANIFESTO E = wMC 2 is…
- 21. Your customers are EVANGELIST. They are your voluntary sales force. Manifesto # 2
- 22. #1 CONSUMER TRUST
- 23. 91% LIKELY TO BUY ON RECOMMENDATION
- 24. Forum Komunikasi Alumni ESQ
- 25. MU Fans Club
- 26. Bicara sepak bola, yang ini lagi demam banget bola
- 27. Person needs to communicate itself, and EXPRESS it’s personal aspirations. Market become human Manifesto # 5
- 28. Pesta Blogger 2007 individuals will be getting more expressive in communicating their opinions this might cause the clash of authorization in 2008
- 30. Jakarta Mio Club
- 31. FACILITATING is your “reason for being” Manifesto # 6
- 32. Marketing is not about SELLING It’s not about ADVERTISING It’s even not about MARKETING MIX Manifesto # 6 It’s about FACILITATING
- 33. C2C Marketing: The Elshinta Way
- 34. AUTHENTICITY is your lifetime differentiator Manifesto # 7
- 35. HD is authentic, not fake
- 36. HD is authentic, not fake
- 37. Iwan Fals is authentic, not fake
- 38. Your brand is a CULT. Create ideology around it and spread to your believers. Manifesto # 8
- 39. Law # 8 The Cult of Mac
- 40. It’s Cult Also…
- 41. Your products and services should be CONTAGIOUS Manifesto # 9
- 42. Product with Extraordinary Features
- 43. Product with Extraordinary Features
- 44. Controversial ad leads to BUZZ
- 45. Engage your most passionate customers to CO-CREATE solutions. Manifesto # 11
- 46. Forum Nokia
- 47. Engage your most passionate customers to CO-CREATE solutions.
- 48. #1 NETWORKED #2 EVANGELIST #3 CONNECTING #4 MEMBER #5 EXPRESS #6 FACILITATING #7 AUTHENTIC #8 CULT #9 CONTAGIOUS #10 CONVERSATION #11 CO-CREATION E = wMC 2 is…
- 51. THANK YOU