The power of digital communication is changing our world. Presentation from Martin Deinoff at Marknadsföreningen breakfast 2010-01-21.

1. BRANDING 2.0
FORGET ADVERTISING,
GET REAL

2. The Speaker
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martin.deinoff@creuna.se
http://twitter.com/martindeinoff
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4. A word from my sponsor
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5. A word from my sponsor
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6. +46 733 113 172

7. Branding
Marketing
Advertising
I tend to mix these up a bit.
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8. Product
Service
Offering
I mix these as well.
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9. I will not tell you how to do it
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10. I will tell you what to do
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11. B2B or B2C
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12. B2U
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13. ADVERTISING
BROADCASTING UNTIL NOW

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15. There is none.
1% Fun
2 % Relevant
97% Crap
100% Not asked for
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16. There is none.
If I talked to people
like advertising talk
to people
I would have no friends
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18. Old school marketing:
We accept things because we
don't have a choice
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19. Old school marketing:
We accept things because we
don't have a choice
- Information asymmetry
- Communication obstacles
- Power over media & tools
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20. But the world:
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21. So what are
we doing?
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22. We scream.
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23. We scream.
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At anyone.

24. We scream.
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Anyanyone.
At message.

25. We scream.
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Anyanyone.
At message.
Anytime.

26. We scream.
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InAt anyone.
Any message.
any channel.
Anytime.

27. This is
not
working
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28. There is none.
And the world will be different
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29. POWER TO THE PEOPLE
IT IS REALLY THAT SIMPLE

30. The new generation of
marketing is all about
understanding and respecting
the power of the user
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31. The new generation of
marketing is all about
understanding and respecting
the power of the user
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32. Users have power over:
- time
- tools
- media
- information
- their opinion
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33. Power over:
- time
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34. Power over:
- tools
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35. Power over:
- tools
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36. Power over:
- media
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37. Power over:
- media
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38. Power over:
- information
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39. Power over:
- information
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40. Power over:
- information
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41. Power over:
- information
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42. Power over:
- their opinion
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43. A SOLUTION?
YES BUT NOT AN EASY ONE

44. You have to deliver value
through marketing.
Or just deliver value.
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46. If you put helping the user at
any time first.
Even if you don’t feel that you
will benefit from it.
You will.
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47. Build marketing into the
product or service.
Make the product or service
so great that you don’t need
advertising.
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49. “Everything that
can be digital will
be digital”
Jeff Dachis,
Ex CEO Razorfish
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50. Build your product or service
better by focusing on:
1. Efficiency
2. Transparency
3. Dialogue
4. Desirability
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51. Let’s start with
EFFICIENCY
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58. And then some
TRANSPARENC
Y
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64. Godt:
Volvo
Oceanrace
 Podcasting  No podcasting
 Updated content  Pictures hidden behind login
 RSS  Hard to share content
 Good SEO  Bad SEO

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70. “In the monarchy of web
1.0 the content was king.
In the republic of web 2.0
the context is president.“
Martin Deinoff
Yours truly

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73. Join the
DIALOGUE
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74. “So, could it be that the only
accepted tone of voice - in the
future - is the natural, human
tone of voice?
And in that case, what role should
an advertising agency play?”
Paul Beelen,
Creative Director and blogger

81. Challenges for large brands:
 Be personal
 Keep a dialog
 Help without a hidden agenda
 Be real
 Be fast and agile
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82. Last and probably also least
DESIRABILITY
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85. TAKE AWAY
REMEMBER THIS

86.  Be honest and true
 Help users, they will return the
favor
 Ad value (by digital media)
 Avoid dying media. Now!
 Have fun
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87. THANK YOU FOR YOUR
ATTENTION
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martin.deinoff@creuna.se
http://twitter.com/martindeinoff
CREUNA.SE