The document discusses the shifting power dynamics between content creators, media, advertisers, and consumers. It notes that consumer-generated content is growing rapidly while trust in traditional advertising is declining. It argues that brands need to focus on engaging communities, retaining relationships and trust, learning consumer preferences through interactions, and creating personalized experiences to relate to individuals.

2. Ready? TURN AROUND.

3. LOOK AROUND.

4. WHAT DO YOU SEE ? WHAT DO YOU NOT SEE ?

5. WHAT IS HERE TODAY IS GONE TOMORROW

6. Advertiser / Product Creator Content Creator Media Designers, Writers, Producers TV, Newspapers, Magazines Consumers Linear Progression THAN….

7. NOISE TV Radio Magazines Email Direct Mail

8. NOISE X TV Radio Magazines Email Direct Mail

9. POWER SHIFT

11. NOW.... Consumer Generated Content

12. ??00,0000 Hundreds & Thousands of new blogs ARE being added WHILE YOU’RE READING THIS.

13. INSTEAD

14. Content Creator Media Product Creator Social Media Consumers Advertiser Customers User Conversation

15. HOW ?

16. Don’t believe that 76% companies tell the truth in advertisements. of Consumers Yankelovich, 2005

17. TRUST MY FRIENDS MY PEER MY FAMILY

18. EDELMAN TRUST BAROMETER 2007 Credible Spokespersons for Information about a Company 39 54 36 34 Regular employee of company 22 46 12 15 Public relations executive 18 21 9 13 Blogger 24 39 11 14 Entertainer/ Athlete 41 55 22 24 CEO of a company 54 83 51 53 A person like yourself 56 80 49 50 Doctor or healthcare specialist 48 67 44 46 Non-profit organization or NGO representative 48 70 47 45 Academic 47 71 43 45 Financial/ Industry analyst 48 62 31 32 The CEO/leader of your company or employer* 43 35 16 30 Lawyer 41 30 22 25 Government official or regulator % % % % Asia Latin America North America E.U.

19. PEOPLE ARE EMOTIONAL, INTUITIVE BEINGS.

20. In other words….

21. IT’S NOT WHAT YOU SAY IT IS MARTY NEUMEIER

22. IT’S WHAT THEY SAY IT IS MARTY NEUMEIER

23. HOW ?

24. INTERACTIVE BRAND EXPERIENCE ENGAGE + RETAIN + LEARN + RELATE = *

25. ENGAGE THE CONSUMERS MY COMMUNITY OUR COMMUNITY MY LIFE

26. RETAIN RELATIONSHIP TRUST

27. LEARN PREFERENCE BEHAVIOUR PERSONALITY DATABASE

28. RELATE PERSONALISED LOYALTY CROSS SELL

29. INTERACTIVE BRAND EXPERIENCE ENGAGE + RETAIN + LEARN + RELATE = Presented by: Deric Loh Zhi Hao *