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POWER OF PEOPLE                                           
A REMIX




> WHY EMPOWERING PEOPLE IS KEY IN MARKETING.

Joakim Vars Nilsen, Creative Strategist, Mediafront.no
www.twitter.com/joakimnilsen
www.linkedin.com/in/joakimnilsen
www.joakimnilsen.com




                                                              http://www.flickr.com/photos/8153468@N04/2668229310
the
brand





PAST




        Source: John V Willshire
TODAY




         Source: John V Willshire
THE BRAND




WHAT IS HAPPENING?
ONCE UPON A TIME THERE WAS GATHERINGS OF
PEOPLE WHERE YOU COULD SELL, BUY, ENTERTAIN OR
PARTICPIPATE IN ONE WAY OR ANOTHER…




                         …IT WAS VERY LOCAL.
THEN PRINT CAME ALONG…




                …AND BRANDS GOT REACH.
RADIO BROUGHT SOUND TO MASS MEDIA…




          …BUT STILL NO PARTICIPATION
SOUND AND PICTURE…




    …SAME AS RADIO BUT YOU COULD TELL A STORY
    MORE COMPELLING.  PASSIVE. CONSUME.
EDWARD BERNAYS HELPED CREATE THE THE
PERFECT SOCIETY FOR BRANDS…




 …AND MASS MEDIA WAS THE PERFECT TOOL FOR
 CREATING BRAND FRIENDLY CONSUMERS
 (AND HE LOOKED AT ADVERTISING PEOPLE AS MERELY PAID TO PERSUADE PEOPLE TO ACCEPT AN
 IDEA OR COMMODITY)

                                                          Source: http://en.wikipedia.org/wiki/Edward_Bernays
WITH THE RISE OF INTERNET…




     … PEOPLE ONCE AGAIN GOT THE OPPORTUNITY
     TO PARTICPATE AND ALSO INFLUENCE EACH
     OTHER OVER DISTANCES.
“It seems passé today to speak of the Internet revolution. In some
academic circles, it is positively naïve. But it should not be. 

The change brought about by the networked information environment is
deep. It is structural. It goes to the very foundations of how liberal markets
and liberal democracies have coevolved for almost two centuries”


   
   
   
    
    
    
    
    
    
    - Yochai Benkler, ‘The Wealth of Networks’
WE STOPPED TO ONLY CONSUME MEDIA AND STARTED TO
ALSO PRODUCE IT. 
(PERHAPS MASS MEDIA OVERESTIMATED PEOPLES INTEREST IN MORE LOWEST COMMON DENOMINATOR
NEWS…)
…AND THE WAY BRANDS TALKED TO PEOPLE
THROUGH MASS MEDIA DID NOT RESONATE.
Power Of People
INTERNET CONSUMPTION IS SURPASSING TV
CONSUMPTION.
2008
CONSUMPTION OF TV VS INTERNET



                                 hrs per week





                                 hrs per week

2010
CONSUMPTION OF TV VS INTERNET



                                 hrs per week





                                 hrs per week

LAST YEAR, 2008, PEOPLE SPENT MORE HOURS
USING THE WEB THAN THEY DID READING PRINT
MEDIA, WATCHING MOVIES OR PLAYING
VIDEOGAMES;
          2008 >> 1.5 DAYS A MONTH
          2010 >> 2.5 DAYS A MONTH
“People don’t trust ads.
People don’t want ads.
People don’t need ads.
There is no shortage of places to put ads.”

   
   
   
   
   
   
   
   - Eric Clemons, Professor of Operations and Information

   
   
   
   
   
   
   
     Management at The Wharton School of the University of 

   
   
   
   
   
   
         Pennsylvania.
ONLY 50% OF THESE COMPANIES
USE ADVERTISING. IS THE
ADVERTISING INDUSTRY FAILING? 


ALL THE DATA SUGGESTS THE CURRENT
MODEL IS BROKEN. THE TRANSFORMATION OF
TRADITIONAL MEDIA WILL PUSH A
TRANSFORMATION OF MARKETING. AND IT´S
HAPPENING RIGHT NOW…
BRANDS AND THE ADVERTISING INDUSTRY IS STARTING
TO UNDERSTAND THAT THEY NEED TO FIND WAYS TO
CONNECT AND ENGAGE PEOPLE AGAIN. SO WHATS
HAPPENING ON THE AGENCY SIDE?
“…IDEAS THAT PEOPLE WANT TO SPEND TIME WITH.”
AGENDA

  MEDIAFRONT

  OLA OG KARI NORMANN: REALITET 2009
“…ambition to outsmart has been unwavering. Today outsmarting
  MARKEDET
requires a more generous approach to marketing. Generous brands
  SOSIAL MEDIA
create something of value in the world: entertainment value, social value,
and belief value. Generous brands are additive to peoples’ lives and to
culture. They help build ideas in the world; they leave something behind.
  FINN.NO
Modern branding is learning to give as much as you take.”
“…TAKES ADVANTAGE OF TODAY'S ENVIRONMENT OF PERVASIVE
TECHNOLOGIES AND OVERLAPPING MEDIA TO CREATE NEW
KINDS OF ENTERTAINMENT.”
“…ZEUS JONES BELIEVES THAT ACTIONS SPEAK LOUDER THAN
WORDS. THAT MODERN BRANDS ARE DEFINED BY WHAT THEY
DO, NOT WHAT THEY SAY.”
MEDIAFRONT

  OLA OG KARI NORMANN: REALITET 2009
  MARKEDET
“…HELPS COMPANIES BUILD GREAT BRANDS BY CREATING
  SOSIAL MEDIA
ENGAGING EXPERIENCES.”
 FINN.NO
“…MEDIAFRONT CONNECTS PEOPLE WITH BRANDS”
START CONVERSATIONS. CREATE ARENAS.
PARTICIPATE. CONTEXT IS KING. HAVE A
CULTURAL MISSION. BE GENEROUS. CHANGE
THE WORLD. BUT…
…ITS STILL ALL ABOUT SELLING, OR MORE
CORRECTLY - GIVING PEOPLE A REASON TO
BUY. 




                                 http://www.flickr.com/photos/kelco/263032559/
IS IT A CHOICE BETWEEN EITHER TRADITIONAL
OR DIGITAL MARKETING?
NO. ITS ABOUT OPTMIALIZATION OF…
…YOUR OVERALL MARKETING STRATEGY WITH DIGITAL
AS THE HUB DON´T BUY TIME – CREATE TIME!
AS MARTIN CZERWINSKI SAID:
                           FOR ALL INITIATIVES. 



             PRINT
                   RADIO




     TV
                 DIGITAL
                STORE




           OPTIMALIZE MARKETING COMMUNICATION
WHAT´S THE RUSH WITH DIGITAL MARKETING?
IN FACT THERES NO DIFFERENCE BETWEEN REAL LIFE AND DIGITAL LIFE. AND THERE
SHOULD ALSO BE NO DIFFERENCE BETWEEN TRADITIONAL MARKETING AND DIGITAL
MARKETING. IT´S MARKETING. PERIOD. 




HOWEVER WE TEND TO OVERESTIMATE THE SHORT TIME
EFFECT OF NEW TECHNOLOGY BUT WE SURE ALWAYS
UNDERESTIMATE THE LONG TIME EFFECT. LET´S LOOK AT
THE REALITY AS OF TODAY…



                                                          http://www.flickr.com/photos/eole/380316678/
EUROPE IS ONLINE.
EVERYONE IS ONLINE…
…AND ONLINE + TV ADVERTISING WORKS.
SMART PHONE ADOPTION AND MOBILE
CONSUMPTION TAKES OFF…
…AND SOCIAL NETWORKING USING THE
MOBILE DEVICE IS GROWING.
MOBILE AS DEFAULT FOR BROWSING;

     2008: 19% >> 2013: 30%



                               Source: Forrester
MORE POPLE ARE WATCHING VIDEO ONLINE
THAN USING EMAIL.
SOCIAL NETWORKS USAGE JUST EXCEEDED
THAT OF EMAIL.
SOCIAL NETWORKING IS BIG - EVERYWHERE
WE´RE DEALING WITH THE FIRST 
       INNOVATION GENERATION

   > A GENERATION WHO HAVE CHOSEN THE COMFORT OF INTIMACY
   THROUGH THE INTERNET INSTEAD OF A LONELY EXISTENCE OF REAL
   WORLD DISCONNECTEDNESS.

   > A WORLD WHERE BEING RIGHT IS NOT MOST IMPORTANT – BUT BEING
   THERE IS.



• 
SO MANY BRANDS REALIZED THIS GROUNDBREAKING
CHANGE BUT STARTED USING NEW TECHNOLOGY AS IT WAS
OLD.

WE STARTED TO BROADCAST AND TREAT INTERNET AS YET
ANOTHER DISTRIBUTION CHANNEL. NOT ONLY BRANDS BUT
EVEN THE ”SOCIAL MEDIA EXPERTS”…
“They collect followers on Twitter as proof of how brilliant they are
at social media marketing, without realizing the irony that they are
just turning their Twitter feed into a broadcast medium that
reaches more people than they could possibly hope to have a
“relationship” with.” 

 
     
   
    
   
    
    
    
   
   
  
   
    - Kevin Rothermel




                                                           Image: Jonathan Saunders
TRADITIONAL ADVERTISING SIMPLY CANNOT BE
CARRIED OVER TO THE INTERNET, REPLACING 
FULL-PAGE ADS ON THE BACK OF NEWSPAPERS OR 
30-SECOND SPOTS ON TV…
…BECAUSE THE
MARKET HAS
CHANGED…
via@bud_caddell




                   Illu..: Bud Caddell
…AND INTERNET WAS NOT BUILT WITH COMMERCIAL
BREAKS. IT WAS NOT BUILT FOR ADVERTISING AT ALL.
BUT THATS JUST FINE… 
…AS LONG AS WE UNDERSTAND THAT INTERNET IS AN
ARENA FOR PARTICIPITATION AND NOT FOR
BROADCASTING.
ON THE INTERNET
EVERYONE IS SMALL -
INCLUDING BRANDS.

WE HAVE GONE FROM
SCARCITY OF MEDIA TO
SCARCITY OF ATTENTION –
WHICH CANNOT BE
BOUGHT BUT EARNED.
THEREFORE…
“The days of developing expensive brand monologues
behind closed walls and launching them fully formed on the
world in the hope someone will pay attention are over.” 
                                              - Mel Exon
WELL-TARGETED NICHES WILL LEAD TO MUCH BETTER
RETURNS THAN MARKETING TO ONE LARGE
UNDIFFERENTIATED MASS OF USERS.
”We´re not in the business of keeping the media companies alive, 
 we´re in the business of connecting with consumers” 

 

 
 
                   - Trevor Edwards, VP Global Brand NIKE
ENTER THE NEW BUZZWORD IN TOWN:

SOCIAL MEDIA 
IT´S STILL ALL ABOUT MARKETING AND…
ITS REALLY NOT ABOUT THIS…
…ITS ABOUT PEOPLE.
AND THEIR ETERNAL URGE TO CONNECT WITH EACH OTHER AND SHARE
INFORMATION AND SOCIAL FACTS; SOCIETY´S RAISON D´ÊTRE.
ITS A SOCIAL TREND DESCRIBING THE
SOFTWARE TOOLS THAT ENABLES PEOPLE TO
GET WHAT THEY NEED AND DESIRE FROM AND
TO EACH OTHER – RATHER THAN FROM
COMPANIES.




                         http://www.flickr.com/photos/9119028@N05/591163479/
PEOPLE ARE ONLINE AND THEY ARE SAYING: 

JOIN US AND THEN MAYBE WE WILL JOIN YOU ;) 




                                      h#p://www.flickr.com/photos/kweav/1832995593/

THERE´S A LOT OF TOOLS AVAILABLE AND NEW
ONES LAUNCHED EVERYDAY.

TOOLS LIKE; BLOGS, WIKIS, SOCIAL NETWORKS, VIRTUAL WORLDS, SOCIAL
BOOKMARKING SITES, MICROBLOGING SITES, AGGEREGATION SITES ETC. MOST
OF THESE FADE, BUT A FEW THRIVES DUE TO WHAT FILTERS OUT THE SIGNALS
FROM THE NOISE OR JUST PEOPLE FINDING THEM USEFUL IN ONE WAY OR
ANOTHER. 




                                             http://www.flickr.com/photos/thevoyagers/398768220/
SOME POPULAR TOOLS WITHIN SOCIAL NETWORKING WHERE YOU
 CAN CREATE FAN PAGES, GROUPS, PRODUCE APPS OR ADVERTISE
 IS:
 FACEBOOK > A SOCIAL TOOL FOR COMMUNICATING WITH THE PAST,
 FRIENDS AND EXTENDED FRIENDS AND PERSONAL BRANDING. 
 MYSPACE > MOSTLY YOUTH AND MUSICIANS. A TOOL FOR BEING
 SEEN AND SOCIAL GROOMING.

 THEN YOU HAVE MICRO BLOGGING/SHARING SITES LIKE: 
 TWITTER > A TOOL TO PARTICIPATE IN A PUBLIC SPACE WITH HOPES
 TO BECOME PART OF A BROADER DIALOGUE WITHOUT THE NEEDS
 OF PERSONAL RELATIONSHIPS AS A FUNDAMENT. 


 AND BLIP.FM FOR MUSIC AFFICIONADOS. THEN THERE´S VIRTUAL
  WORLDS LIKE SECOND LIFE BLOGS LIKE TECHNOCRATI, WIKIS -
  WIKIPEDIA, VIDEO SITES - VIMEO AND YOUTUBE, PHOTOSHARING
  SITES - FLICKR, CONTENT AGGREGATION SITES – ALLTOP AND DIGG,
  BOOKMARK SITES - DEL.ICI.OUS AND STUMBLEUPON, WIDGETS,
  CROWDSOURCING SITES, OUTREACH PROGRAMS AND SO ON.
FOCUS SHOULD BE ON PEOPLE AND CULTURE -
NOT THE TOOLS. ALL OF THESE MIGHT BE
SUBSTITUTED BY NEW TOOLS THAT PEOPLE FIND
MORE VALUABLE AND USEFUL. 

BRANDS SHOULD EVOLVE TOGETHER WITH
PEOPLE AND NOT THE TOOLS.
“Twitter is not about Twitter, it’s just one more opportunity, one more
format, giving us a richer language in the conversations that
technology, for now, are limiting.” 
    
   
   
   
   
   
          – via @congbo
SOCIAL MEDIA HAS HELPED PROVE THE POWER
OF HUMAN CONVERSATION.



TRUST ADVERTISING ONLINE
   TRUST OTHER USERS




                                         Source: NAPA Consulting, 2008
AND WE NEED TO UNDERSTAND HOW WE CAN JOIN PEOPLE AS
THEIR USE OF SOCIAL MEDIA TOOLS HAVE PROVEN THAT THEY
NOW TURN TO EACH OTHER, NOW MORE THAN EVER, FOR
IDENTIFYING WHAT PRODUCTS TO BUY. FOR THAT WE NEED A
PLAN.




                                                        Soruce: John V Willshire
SOCIAL MEDIA IS SIMPLY A TOOL FOR DOING
BUSINESS. AS LONG AS YOU ARE CHOOSING
THE RIGHT PLATFORM AND THAT PLATFORM IS
EVERYDAY LIFE.




                         http://www.flickr.com/photos/djangomalone/3282715361/
“Here’s your fucking mobile media plan; 
It’s a sneaker and a ball and a plant and 
a truck and a shark.quot; 

   
   
   
   
   
   
   
   
   
   - Kevin Slavin
“A goal without a plan is just a wish” 
     

   
   
   
   
   
   
   
   - Antoine de Saint-Exupery
WE SHOULD ANSWER THIS QUESTION;

”If I engage with your brand. How will this help me to
easier do what I am most interested in?” 

- LETS CALL THE ASKER A PARTICIPANT AND NOT A TARGET BECAUSE WE HAVE TO CREATE ACTIVE 
  RELATIONSHIPS WITH PEOPLE. 




                                                                        http://www.flickr.com/photos/insashi/2119929004/
BECAUSE IN THE DIGITAL EVERYDAY LIFE PEOPLE
USE THEIR TIME EXPLORING THE THINGS THEY ARE
MOST PASSIONATE ABOUT. 

THEIR LIFE DO NOT EVOLVE AROUND BRANDS, BUT THEIR OWN LIFES. THEY ARE NOT IN AN ENTERTAIN MODUS 
AS WHEN CONSUMING TV OR PRINT. 




                                                                       http://www.flickr.com/photos/insashi/2119929004/
IT´S NOT ABOUT NOVELTY ANYMORE. WE NEED
TO ADD SOMETHING OF RELEVANCE, WITH
FOCUS ON UTILITY, THAT CONNECTS WITH THE
QUALITIES OF THE BRAND´S ESSENCE AND
POINT OF DIFFERENCE. 




                                h#p://www.flickr.com/photos/atweed/1363072764/

ITS ALL ABOUT BRANDS BECOMING MORE
RELEVANT IN PEOPLES LIFE.




                             http://www.flickr.com/photos/fsumaria/3083145269/
”We have to both say AND do things if we are going to create
conversations and make things social.” – via @davidavalon

SO THE QUESTIONS ARE…




                                            http://www.flickr.com/photos/activeside/2180730719/
HOW CAN WE BE IMPORTANT IN PEOPLES SEARCH AFTER WHAT
THEY ARE MOST INTERESTED IN?

HOW CAN WE BUILD RELATIONSHIPS TO PEOPLE?

HOW DO WE CREATE SYNERGIES BETWEEN ON- AND OFFLINE
ACTIVITIES? 

HOW CAN WE JOIN?
BY ALLOWING PEOPLE TO DO WHAT THEY
WANT.
SO FOR PEOPLE TO JOIN YOUR BRAND, FEED THEM WITH
TOOLS AND SOCIAL OBJECTS SO THEY CAN BETTER DO
WHAT THEY WANT IN LIFE. AND MAKE SURE THAT OFFLINE
ACTIVITIES IS ALIGNED WITH YOUR COMMUNICATION
ONLINE.
BEFORE WE RUSH ONTO TWITTER, FACEBOOK, CREATE AN IPHONE APP
AND SOME EXPENSIVE ADVERTISING WE SHOULD HAVE FOCUS;

PEOPLE CARE ABOUT YOUR BRAND ONLY IN SITUATIONS WHERE YOUR
BRAND IS RELEVANT. 

WE NEED TO INDETIFY THE VALUE OF YOUR BRAND IN THE SITUATIONS
WHERE WE ARE IMPORTANT – OR CAN BE IMPORTANT. IN WHICH
CONTEXTS CAN WE ADD VALUE AND NOT INTERRUPT PEOPLE. WE NEED
TO RECOGNISE THAT…
…WE LIVE IN A CULTURE THAT IS 99% MORE
COMPLICATED, RICHER, DEEPER AND NUANCED
THAN 99% OF ADVERTISING TODAY ON TV AND
PRINT. 




                          http://www.flickr.com/photos/candiedwomanire/15899841/
”We have segmentation and personaes. We need social graph analysis. In
order to truly understand the influence of individuals across their social
networks, we must include their social graphs in our research
methodology, including social graphs that allow researchers to better
understand how consumers are influenced, and influence others, in their
networks.” 

   
   
   
    
    
   
    – Andrea Harrison
LET´S START WITH IDENTIFYING THE INFLUENCERS
AND OUR GOALS

> WHO AND HOW ON AWARNESS STAGE AND DECISION STAGE?
> WHAT IS OUR TARGETGROUP READY FOR? WHOS ACTIVE, WHOS NOT, WHO ARE 
  THEY AND WHAT DO THEY DO?
> WHAT IS OUR MAIN OBJECTIVES? SALES, RESEARCH, MARKETING, SUPPORT, 
  DEVELOPMENT?
> WHAT CAN THE CONSEQUENCES BE OF INITIATIVES BASED ON THIS INSIGHT?
> HOW SHOULD OUR RELATIONSHIP WITH THE CUSTOMERS CHANGE? 
> WHAT SHOULD WE BUILD? WHAT TECHNOLOGY SHOULD WE CHOOSE?


                                            http://www.flickr.com/photos/bocavermelha/66759796/
LET´S LAUNCH SEVERAL IDEAS THAT ARE MORE
RELEVANT THAN ONE ENDLESSLY REPEATED IDEA.

LET´S BUILD A STRATEGY THAT NEVER ENDS.
FIND OUT WHAT WORKS AND NOT, ADJUST, AND KEEP ADDING
VALUE TO BECOME PART OF PEOPLES EVERYDAY LIFE. 




                                    http://www.flickr.com/photos/amundn/164543002/
Social Object


LET´S FOCUS ON SOCIAL OBJECTS IN OUR
MARKETING. 




       PERSON 1
                    PERSON 2
PEOPLE DON´T JUST TALK, THEY TALK
“AROUND” OBJECTS. 
SO LETS DEFINE, AT EARLY STAGE, AND CREATE
SOCIAL OBECTS, ONE OR MANY, THAT IS PORTABLE
AND EASILY COPIED AND SHARED IN THE FORMS OF
LINKS, VIDEOS, PHOTOS, GAMES, STORIES,
PRODUCTS, EVENTS, BOOKMARKS, FACEBOOK APPS,
DESKTOP APPS, WIDGETS, STANDARD BANNER ADS,
BEING PART OF ONLINE COMMUNITIES AND SO ON. 




                                 http://www.flickr.com/photos/somewhatfrank/2371189318/
As we saw the social networks grow in the US and elsewhere, we asked,
'What if this was around sports, a specific sport?” – Trevor Edwards, VP Global Nike
AGENCY AND CLIENT SHOULD

> SPARR ON PRODUCT INNOVATION
> MAKE SOLUTIONS THAT ENRICHES THE PARTICIPANTS
> TAKE OWNERSHIP TO THE EXPERIENCES WHERE OUR BRAND IS TALKED ABOUT
> MEASURE SOCIAL NETWORKING VALUES, BRAND VALUES AND SALES IN REAL 
  TIME
> BUILD AND LAUNCH A STRATEGY THAT NEVER FINISHES, BUT CONSTANTLY 
  EVOLVES TOGETHER AND IN COLLABORATION WITH THE PARTICIPANTS:
  CREATE A STRATEGY FOR MANY IDEAS EVERY WEEK. IF YOU´VE EARNED 
  PERMISSION FROM USERS, KEEP ADDING MORE VALUE AS MUCH AS YOU CAN. 
> SPEED WINS 




                                              http://www.flickr.com/photos/spine/263214639/
WE SHOULD LOOK AT THE WHOLE PICTURE.

WEBSITE, BLOGS, SOCIAL NETWORKS, USER GENERATED CONTENT,
TRADITIONAL ONLINE ADVERTISING, SEARCH, SYNDICATIONS, MOBILE,
SYNERGIES BETWEEN ON- AND OFFLINE ACTIVITIES ETC AND FIND THE
RIGHT TOOLS FOR THE RIGHT GOALS.
AND OUR STRATEGY SHOULD NOT CONCLUDE
WITH ONE BIG ”SOCIAL MEDIA” PROJECT. 

CREATE 1-3 YEAR RETAINER DEAL. BUILD A MARKETING STRATEGY
TOGETHER, LIGHT LOTS OF FIRES AND GET A 25% BONUS IF AGREED
GOALS IS SURPASSED AND 25% LESS IF NOT.




                                        http://www.flickr.com/photos/spine/263214639/
IT´S STILL ALL ABOUT THE BIG IDEA,
REDEFINED.
IT´S ABOUT CREATING, LISTENING, FUELING AND CURATING
CONVERSATIONS AND STORIES THAT SUPPORT YOUR BRAND
AND GIVE IT A STRONG SENSE OF SELF. PEOPLE WANT
ADVERTISING, WE JUST NEED TO JOIN THEM IN ONE WAY OR
ANOTHER. 




                                       http://www.flickr.com/photos/patrickhenault/635294865/
“In social media listening and conversation is overrated, what is
most lacking is LEADERSHIP. Be bold, inspire action,
activate!”. – via @karllong




                                          h#p://www.flickr.com/photos/deniscolle#e/1817034358/

ROI OF DIGITAL INITIATIVES IN THE MEDIA MIX?
MEDIA MIX MODELING VENDORS ARE STILL
WORKING TO FIGURE IT OUT.
“If you see a TV ad for a particular product, it doesn’t change the amount of radio
ads you hear about that product. However, digital works differently. If someone
sees a TV ad, they will be more likely to search online for that product. Because
they searched, they are more likely to go to the product’s Web site. Because they
went to the product’s Web site, they are more likely to be retargeted with digital
display advertising. In other words, consumption of media changes what digital
ads a person consumes. We believe this is what’s causing the problem.” 

   
   
   
    
   
    

   
   
   
    
   
    – Razorfish Digital Outlook Report 2009
“Contribution Margin in currency generated from externally refferred
customers over cost in currency for human interaction and other cost to
manage and engage in the ecosystem = Social Media ROI” 

 
    
   
   
   
    
       – Axel Schultze
RIGHT… PLEASE SEND ME AN EMAIL IF YOU HAVE A GOOD
ANSWER/MODEL TO THIS ISSUE, BECAUSE WE KNOW THAT…
quot;What looks like resistance from brands can be lack of
clarityquot; - Dan Heath
WHAT WE DO KNOW IS THAT TODAYS CONSUMERS
IS SHOPPING DIFFERENTLY.
> 69% RESEARCH PRODUCTS ONLINE BEFORE GOING TO THE 
      STORE TO MAKE A PURCHASE.

> 62% HAVE LOOKED AT AN ONLINE REVIEW AT LEAST ONCE 
      BEFORE MAKING A PURCHASE.

> 61% WANT TO BE ABLE TO SCAN BAR CODES AND ACCESS 
      INFORMATION ON OTHER STORES’ PRICES.

> 39% COMPARED A PRODUCT’S FEATURES AND PRICE ACROSS 
      ONLINE RETAIL OUTLETS BEFORE BUYING.

> 9% USED A CELL PHONE TO TEXT MESSAGE A FRIEND ABOUT A 
     PRODUCT WHILE SHOPPING.




                                         Source: BusinessWeek/
AND SINCE ITS ALL ABOUT BUSINESS THE MARKETING INDUSTRY
SHOULD OFFER TO BUILD EASY TO USE REAL TIME TOOLS FOR
BRANDS TO QUANTIFY THE RELATIONSHIP BETWEEN MARKETING
AND SALES. A TOOL IN THE SHAPE OF AN DESKTOP APP THAT
COMBINES DATA FROM ONLINE AND OFFLINE ACTIVITIES, WHERE
YOU WILL ALSO BE ABLE TO CONTINUESLY ADJUST THE STRATEGY.
OK. LET´S WRAP IT UP;

1. YOU NEED TO GAIN INSIGHTS IN YOUR
TARGET GROUPS CULTURE. AND THEN
INNOVATE WITH FOCUS ON EMPOWERING
PEOPLES PASSIONS. 




                            http://www.flickr.com/photos/simon-crubellier/147034740/
2. WALK THE TALK. START WITH MUMS. THEIR THE
ULTIMATE MULTITASKERS AND THE ONES CREATING THE
RULES FOR BRAND COMMUNICATION. THEY HAVE NO TIME
FOR TECHNOLOGY THAT ISN´T USEFUL OR DOESN´T WORK. IF
MARKETEERS DON’T SUCCEED TO ADD VALUE TO MUMS, THE
ADVERTISING INDUSTRY IS FAILING. AND FINALLY…
3. ITS NOT ONLY WHAT YOU SAY, ITS WHAT PEOPLE
DO TO WHAT YOU AS BRAND DO.

SO BE USEFUL, HELPFUL OR ENTERTAINING.
BECAUSE PEOPLE LOVE BRANDS, BUT WANT TO BE ENGAGED. 


WHATS YOUR PLAN - DO YOUR BRAND HAVE A
PULSE?
“We move from the Mechanical Age of Speed to
the Digital Age of Real-Time.” 

   
      
      
      
      
      
      
      
    
   
   
   
       – Teemu Arina


THANK YOU FOR YOUR TIME  - FEEL FREE TO CONNECT WITH ME ON:


Joakim Vars Nilsen, Creative Strategist, Mediafront.no
www.twitter.com/joakimnilsen
www.linkedin.com/in/joakimnilsen
www.joakimnilsen.com




                                                                      http://www.flickr.com/photos/8153468@N04/2668229310/
“We need to move past the Cluetrain Manifesto, and acknowledge that what
people are doing on the web is much, much more than conversing. It's not
just a chat room: it's an entire culture under development, and the
conversation is just the tip of the iceberg”. 

 
    
   
   
    
   
    
   
   
    
   
   
    
   - Stowe Boyd

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Power Of People

  • 1. POWER OF PEOPLE A REMIX > WHY EMPOWERING PEOPLE IS KEY IN MARKETING. Joakim Vars Nilsen, Creative Strategist, Mediafront.no www.twitter.com/joakimnilsen www.linkedin.com/in/joakimnilsen www.joakimnilsen.com http://www.flickr.com/photos/8153468@N04/2668229310
  • 2. the
brand
 PAST Source: John V Willshire
  • 3. TODAY Source: John V Willshire
  • 4. THE BRAND WHAT IS HAPPENING?
  • 5. ONCE UPON A TIME THERE WAS GATHERINGS OF PEOPLE WHERE YOU COULD SELL, BUY, ENTERTAIN OR PARTICPIPATE IN ONE WAY OR ANOTHER… …IT WAS VERY LOCAL.
  • 6. THEN PRINT CAME ALONG… …AND BRANDS GOT REACH.
  • 7. RADIO BROUGHT SOUND TO MASS MEDIA… …BUT STILL NO PARTICIPATION
  • 8. SOUND AND PICTURE… …SAME AS RADIO BUT YOU COULD TELL A STORY MORE COMPELLING. PASSIVE. CONSUME.
  • 9. EDWARD BERNAYS HELPED CREATE THE THE PERFECT SOCIETY FOR BRANDS… …AND MASS MEDIA WAS THE PERFECT TOOL FOR CREATING BRAND FRIENDLY CONSUMERS (AND HE LOOKED AT ADVERTISING PEOPLE AS MERELY PAID TO PERSUADE PEOPLE TO ACCEPT AN IDEA OR COMMODITY) Source: http://en.wikipedia.org/wiki/Edward_Bernays
  • 10. WITH THE RISE OF INTERNET… … PEOPLE ONCE AGAIN GOT THE OPPORTUNITY TO PARTICPATE AND ALSO INFLUENCE EACH OTHER OVER DISTANCES.
  • 11. “It seems passé today to speak of the Internet revolution. In some academic circles, it is positively naïve. But it should not be. The change brought about by the networked information environment is deep. It is structural. It goes to the very foundations of how liberal markets and liberal democracies have coevolved for almost two centuries” - Yochai Benkler, ‘The Wealth of Networks’
  • 12. WE STOPPED TO ONLY CONSUME MEDIA AND STARTED TO ALSO PRODUCE IT. (PERHAPS MASS MEDIA OVERESTIMATED PEOPLES INTEREST IN MORE LOWEST COMMON DENOMINATOR NEWS…)
  • 13. …AND THE WAY BRANDS TALKED TO PEOPLE THROUGH MASS MEDIA DID NOT RESONATE.
  • 15. INTERNET CONSUMPTION IS SURPASSING TV CONSUMPTION.
  • 16. 2008 CONSUMPTION OF TV VS INTERNET hrs per week
 hrs per week

  • 17. 2010 CONSUMPTION OF TV VS INTERNET hrs per week
 hrs per week

  • 18. LAST YEAR, 2008, PEOPLE SPENT MORE HOURS USING THE WEB THAN THEY DID READING PRINT MEDIA, WATCHING MOVIES OR PLAYING VIDEOGAMES; 2008 >> 1.5 DAYS A MONTH 2010 >> 2.5 DAYS A MONTH
  • 19. “People don’t trust ads. People don’t want ads. People don’t need ads. There is no shortage of places to put ads.” - Eric Clemons, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania.
  • 20. ONLY 50% OF THESE COMPANIES USE ADVERTISING. IS THE ADVERTISING INDUSTRY FAILING? ALL THE DATA SUGGESTS THE CURRENT MODEL IS BROKEN. THE TRANSFORMATION OF TRADITIONAL MEDIA WILL PUSH A TRANSFORMATION OF MARKETING. AND IT´S HAPPENING RIGHT NOW…
  • 21. BRANDS AND THE ADVERTISING INDUSTRY IS STARTING TO UNDERSTAND THAT THEY NEED TO FIND WAYS TO CONNECT AND ENGAGE PEOPLE AGAIN. SO WHATS HAPPENING ON THE AGENCY SIDE?
  • 22. “…IDEAS THAT PEOPLE WANT TO SPEND TIME WITH.”
  • 23. AGENDA MEDIAFRONT OLA OG KARI NORMANN: REALITET 2009 “…ambition to outsmart has been unwavering. Today outsmarting MARKEDET requires a more generous approach to marketing. Generous brands SOSIAL MEDIA create something of value in the world: entertainment value, social value, and belief value. Generous brands are additive to peoples’ lives and to culture. They help build ideas in the world; they leave something behind. FINN.NO Modern branding is learning to give as much as you take.”
  • 24. “…TAKES ADVANTAGE OF TODAY'S ENVIRONMENT OF PERVASIVE TECHNOLOGIES AND OVERLAPPING MEDIA TO CREATE NEW KINDS OF ENTERTAINMENT.”
  • 25. “…ZEUS JONES BELIEVES THAT ACTIONS SPEAK LOUDER THAN WORDS. THAT MODERN BRANDS ARE DEFINED BY WHAT THEY DO, NOT WHAT THEY SAY.”
  • 26. MEDIAFRONT OLA OG KARI NORMANN: REALITET 2009 MARKEDET “…HELPS COMPANIES BUILD GREAT BRANDS BY CREATING SOSIAL MEDIA ENGAGING EXPERIENCES.” FINN.NO
  • 28. START CONVERSATIONS. CREATE ARENAS. PARTICIPATE. CONTEXT IS KING. HAVE A CULTURAL MISSION. BE GENEROUS. CHANGE THE WORLD. BUT…
  • 29. …ITS STILL ALL ABOUT SELLING, OR MORE CORRECTLY - GIVING PEOPLE A REASON TO BUY. http://www.flickr.com/photos/kelco/263032559/
  • 30. IS IT A CHOICE BETWEEN EITHER TRADITIONAL OR DIGITAL MARKETING?
  • 31. NO. ITS ABOUT OPTMIALIZATION OF…
  • 32. …YOUR OVERALL MARKETING STRATEGY WITH DIGITAL AS THE HUB DON´T BUY TIME – CREATE TIME! AS MARTIN CZERWINSKI SAID: FOR ALL INITIATIVES. PRINT RADIO TV DIGITAL STORE OPTIMALIZE MARKETING COMMUNICATION
  • 33. WHAT´S THE RUSH WITH DIGITAL MARKETING? IN FACT THERES NO DIFFERENCE BETWEEN REAL LIFE AND DIGITAL LIFE. AND THERE SHOULD ALSO BE NO DIFFERENCE BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING. IT´S MARKETING. PERIOD. HOWEVER WE TEND TO OVERESTIMATE THE SHORT TIME EFFECT OF NEW TECHNOLOGY BUT WE SURE ALWAYS UNDERESTIMATE THE LONG TIME EFFECT. LET´S LOOK AT THE REALITY AS OF TODAY… http://www.flickr.com/photos/eole/380316678/
  • 36. …AND ONLINE + TV ADVERTISING WORKS.
  • 37. SMART PHONE ADOPTION AND MOBILE CONSUMPTION TAKES OFF…
  • 38. …AND SOCIAL NETWORKING USING THE MOBILE DEVICE IS GROWING.
  • 39. MOBILE AS DEFAULT FOR BROWSING; 2008: 19% >> 2013: 30% Source: Forrester
  • 40. MORE POPLE ARE WATCHING VIDEO ONLINE THAN USING EMAIL.
  • 41. SOCIAL NETWORKS USAGE JUST EXCEEDED THAT OF EMAIL.
  • 42. SOCIAL NETWORKING IS BIG - EVERYWHERE
  • 43. WE´RE DEALING WITH THE FIRST INNOVATION GENERATION > A GENERATION WHO HAVE CHOSEN THE COMFORT OF INTIMACY THROUGH THE INTERNET INSTEAD OF A LONELY EXISTENCE OF REAL WORLD DISCONNECTEDNESS. > A WORLD WHERE BEING RIGHT IS NOT MOST IMPORTANT – BUT BEING THERE IS. • 
  • 44. SO MANY BRANDS REALIZED THIS GROUNDBREAKING CHANGE BUT STARTED USING NEW TECHNOLOGY AS IT WAS OLD. WE STARTED TO BROADCAST AND TREAT INTERNET AS YET ANOTHER DISTRIBUTION CHANNEL. NOT ONLY BRANDS BUT EVEN THE ”SOCIAL MEDIA EXPERTS”…
  • 45. “They collect followers on Twitter as proof of how brilliant they are at social media marketing, without realizing the irony that they are just turning their Twitter feed into a broadcast medium that reaches more people than they could possibly hope to have a “relationship” with.” - Kevin Rothermel Image: Jonathan Saunders
  • 46. TRADITIONAL ADVERTISING SIMPLY CANNOT BE CARRIED OVER TO THE INTERNET, REPLACING FULL-PAGE ADS ON THE BACK OF NEWSPAPERS OR 30-SECOND SPOTS ON TV…
  • 48. …AND INTERNET WAS NOT BUILT WITH COMMERCIAL BREAKS. IT WAS NOT BUILT FOR ADVERTISING AT ALL.
  • 49. BUT THATS JUST FINE… …AS LONG AS WE UNDERSTAND THAT INTERNET IS AN ARENA FOR PARTICIPITATION AND NOT FOR BROADCASTING.
  • 50. ON THE INTERNET EVERYONE IS SMALL - INCLUDING BRANDS. WE HAVE GONE FROM SCARCITY OF MEDIA TO SCARCITY OF ATTENTION – WHICH CANNOT BE BOUGHT BUT EARNED. THEREFORE…
  • 51. “The days of developing expensive brand monologues behind closed walls and launching them fully formed on the world in the hope someone will pay attention are over.” - Mel Exon
  • 52. WELL-TARGETED NICHES WILL LEAD TO MUCH BETTER RETURNS THAN MARKETING TO ONE LARGE UNDIFFERENTIATED MASS OF USERS.
  • 53. ”We´re not in the business of keeping the media companies alive, we´re in the business of connecting with consumers” - Trevor Edwards, VP Global Brand NIKE
  • 54. ENTER THE NEW BUZZWORD IN TOWN: SOCIAL MEDIA IT´S STILL ALL ABOUT MARKETING AND…
  • 55. ITS REALLY NOT ABOUT THIS…
  • 56. …ITS ABOUT PEOPLE. AND THEIR ETERNAL URGE TO CONNECT WITH EACH OTHER AND SHARE INFORMATION AND SOCIAL FACTS; SOCIETY´S RAISON D´ÊTRE.
  • 57. ITS A SOCIAL TREND DESCRIBING THE SOFTWARE TOOLS THAT ENABLES PEOPLE TO GET WHAT THEY NEED AND DESIRE FROM AND TO EACH OTHER – RATHER THAN FROM COMPANIES. http://www.flickr.com/photos/9119028@N05/591163479/
  • 58. PEOPLE ARE ONLINE AND THEY ARE SAYING: JOIN US AND THEN MAYBE WE WILL JOIN YOU ;) h#p://www.flickr.com/photos/kweav/1832995593/

  • 59. THERE´S A LOT OF TOOLS AVAILABLE AND NEW ONES LAUNCHED EVERYDAY. TOOLS LIKE; BLOGS, WIKIS, SOCIAL NETWORKS, VIRTUAL WORLDS, SOCIAL BOOKMARKING SITES, MICROBLOGING SITES, AGGEREGATION SITES ETC. MOST OF THESE FADE, BUT A FEW THRIVES DUE TO WHAT FILTERS OUT THE SIGNALS FROM THE NOISE OR JUST PEOPLE FINDING THEM USEFUL IN ONE WAY OR ANOTHER. http://www.flickr.com/photos/thevoyagers/398768220/
  • 60. SOME POPULAR TOOLS WITHIN SOCIAL NETWORKING WHERE YOU CAN CREATE FAN PAGES, GROUPS, PRODUCE APPS OR ADVERTISE IS: FACEBOOK > A SOCIAL TOOL FOR COMMUNICATING WITH THE PAST, FRIENDS AND EXTENDED FRIENDS AND PERSONAL BRANDING. MYSPACE > MOSTLY YOUTH AND MUSICIANS. A TOOL FOR BEING SEEN AND SOCIAL GROOMING. THEN YOU HAVE MICRO BLOGGING/SHARING SITES LIKE: TWITTER > A TOOL TO PARTICIPATE IN A PUBLIC SPACE WITH HOPES TO BECOME PART OF A BROADER DIALOGUE WITHOUT THE NEEDS OF PERSONAL RELATIONSHIPS AS A FUNDAMENT. AND BLIP.FM FOR MUSIC AFFICIONADOS. THEN THERE´S VIRTUAL WORLDS LIKE SECOND LIFE BLOGS LIKE TECHNOCRATI, WIKIS - WIKIPEDIA, VIDEO SITES - VIMEO AND YOUTUBE, PHOTOSHARING SITES - FLICKR, CONTENT AGGREGATION SITES – ALLTOP AND DIGG, BOOKMARK SITES - DEL.ICI.OUS AND STUMBLEUPON, WIDGETS, CROWDSOURCING SITES, OUTREACH PROGRAMS AND SO ON.
  • 61. FOCUS SHOULD BE ON PEOPLE AND CULTURE - NOT THE TOOLS. ALL OF THESE MIGHT BE SUBSTITUTED BY NEW TOOLS THAT PEOPLE FIND MORE VALUABLE AND USEFUL. BRANDS SHOULD EVOLVE TOGETHER WITH PEOPLE AND NOT THE TOOLS.
  • 62. “Twitter is not about Twitter, it’s just one more opportunity, one more format, giving us a richer language in the conversations that technology, for now, are limiting.” – via @congbo
  • 63. SOCIAL MEDIA HAS HELPED PROVE THE POWER OF HUMAN CONVERSATION. TRUST ADVERTISING ONLINE TRUST OTHER USERS Source: NAPA Consulting, 2008
  • 64. AND WE NEED TO UNDERSTAND HOW WE CAN JOIN PEOPLE AS THEIR USE OF SOCIAL MEDIA TOOLS HAVE PROVEN THAT THEY NOW TURN TO EACH OTHER, NOW MORE THAN EVER, FOR IDENTIFYING WHAT PRODUCTS TO BUY. FOR THAT WE NEED A PLAN. Soruce: John V Willshire
  • 65. SOCIAL MEDIA IS SIMPLY A TOOL FOR DOING BUSINESS. AS LONG AS YOU ARE CHOOSING THE RIGHT PLATFORM AND THAT PLATFORM IS EVERYDAY LIFE. http://www.flickr.com/photos/djangomalone/3282715361/
  • 66. “Here’s your fucking mobile media plan; It’s a sneaker and a ball and a plant and a truck and a shark.quot; - Kevin Slavin
  • 67. “A goal without a plan is just a wish” - Antoine de Saint-Exupery
  • 68. WE SHOULD ANSWER THIS QUESTION; ”If I engage with your brand. How will this help me to easier do what I am most interested in?” - LETS CALL THE ASKER A PARTICIPANT AND NOT A TARGET BECAUSE WE HAVE TO CREATE ACTIVE RELATIONSHIPS WITH PEOPLE. http://www.flickr.com/photos/insashi/2119929004/
  • 69. BECAUSE IN THE DIGITAL EVERYDAY LIFE PEOPLE USE THEIR TIME EXPLORING THE THINGS THEY ARE MOST PASSIONATE ABOUT. THEIR LIFE DO NOT EVOLVE AROUND BRANDS, BUT THEIR OWN LIFES. THEY ARE NOT IN AN ENTERTAIN MODUS AS WHEN CONSUMING TV OR PRINT. http://www.flickr.com/photos/insashi/2119929004/
  • 70. IT´S NOT ABOUT NOVELTY ANYMORE. WE NEED TO ADD SOMETHING OF RELEVANCE, WITH FOCUS ON UTILITY, THAT CONNECTS WITH THE QUALITIES OF THE BRAND´S ESSENCE AND POINT OF DIFFERENCE. h#p://www.flickr.com/photos/atweed/1363072764/

  • 71. ITS ALL ABOUT BRANDS BECOMING MORE RELEVANT IN PEOPLES LIFE. http://www.flickr.com/photos/fsumaria/3083145269/
  • 72. ”We have to both say AND do things if we are going to create conversations and make things social.” – via @davidavalon SO THE QUESTIONS ARE… http://www.flickr.com/photos/activeside/2180730719/
  • 73. HOW CAN WE BE IMPORTANT IN PEOPLES SEARCH AFTER WHAT THEY ARE MOST INTERESTED IN? HOW CAN WE BUILD RELATIONSHIPS TO PEOPLE? HOW DO WE CREATE SYNERGIES BETWEEN ON- AND OFFLINE ACTIVITIES? HOW CAN WE JOIN?
  • 74. BY ALLOWING PEOPLE TO DO WHAT THEY WANT. SO FOR PEOPLE TO JOIN YOUR BRAND, FEED THEM WITH TOOLS AND SOCIAL OBJECTS SO THEY CAN BETTER DO WHAT THEY WANT IN LIFE. AND MAKE SURE THAT OFFLINE ACTIVITIES IS ALIGNED WITH YOUR COMMUNICATION ONLINE.
  • 75. BEFORE WE RUSH ONTO TWITTER, FACEBOOK, CREATE AN IPHONE APP AND SOME EXPENSIVE ADVERTISING WE SHOULD HAVE FOCUS; PEOPLE CARE ABOUT YOUR BRAND ONLY IN SITUATIONS WHERE YOUR BRAND IS RELEVANT. WE NEED TO INDETIFY THE VALUE OF YOUR BRAND IN THE SITUATIONS WHERE WE ARE IMPORTANT – OR CAN BE IMPORTANT. IN WHICH CONTEXTS CAN WE ADD VALUE AND NOT INTERRUPT PEOPLE. WE NEED TO RECOGNISE THAT…
  • 76. …WE LIVE IN A CULTURE THAT IS 99% MORE COMPLICATED, RICHER, DEEPER AND NUANCED THAN 99% OF ADVERTISING TODAY ON TV AND PRINT. http://www.flickr.com/photos/candiedwomanire/15899841/
  • 77. ”We have segmentation and personaes. We need social graph analysis. In order to truly understand the influence of individuals across their social networks, we must include their social graphs in our research methodology, including social graphs that allow researchers to better understand how consumers are influenced, and influence others, in their networks.” – Andrea Harrison
  • 78. LET´S START WITH IDENTIFYING THE INFLUENCERS AND OUR GOALS > WHO AND HOW ON AWARNESS STAGE AND DECISION STAGE? > WHAT IS OUR TARGETGROUP READY FOR? WHOS ACTIVE, WHOS NOT, WHO ARE THEY AND WHAT DO THEY DO? > WHAT IS OUR MAIN OBJECTIVES? SALES, RESEARCH, MARKETING, SUPPORT, DEVELOPMENT? > WHAT CAN THE CONSEQUENCES BE OF INITIATIVES BASED ON THIS INSIGHT? > HOW SHOULD OUR RELATIONSHIP WITH THE CUSTOMERS CHANGE? > WHAT SHOULD WE BUILD? WHAT TECHNOLOGY SHOULD WE CHOOSE? http://www.flickr.com/photos/bocavermelha/66759796/
  • 79. LET´S LAUNCH SEVERAL IDEAS THAT ARE MORE RELEVANT THAN ONE ENDLESSLY REPEATED IDEA. LET´S BUILD A STRATEGY THAT NEVER ENDS. FIND OUT WHAT WORKS AND NOT, ADJUST, AND KEEP ADDING VALUE TO BECOME PART OF PEOPLES EVERYDAY LIFE. http://www.flickr.com/photos/amundn/164543002/
  • 80. Social Object LET´S FOCUS ON SOCIAL OBJECTS IN OUR MARKETING. PERSON 1 PERSON 2
  • 81. PEOPLE DON´T JUST TALK, THEY TALK “AROUND” OBJECTS. SO LETS DEFINE, AT EARLY STAGE, AND CREATE SOCIAL OBECTS, ONE OR MANY, THAT IS PORTABLE AND EASILY COPIED AND SHARED IN THE FORMS OF LINKS, VIDEOS, PHOTOS, GAMES, STORIES, PRODUCTS, EVENTS, BOOKMARKS, FACEBOOK APPS, DESKTOP APPS, WIDGETS, STANDARD BANNER ADS, BEING PART OF ONLINE COMMUNITIES AND SO ON. http://www.flickr.com/photos/somewhatfrank/2371189318/
  • 82. As we saw the social networks grow in the US and elsewhere, we asked, 'What if this was around sports, a specific sport?” – Trevor Edwards, VP Global Nike
  • 83. AGENCY AND CLIENT SHOULD > SPARR ON PRODUCT INNOVATION > MAKE SOLUTIONS THAT ENRICHES THE PARTICIPANTS > TAKE OWNERSHIP TO THE EXPERIENCES WHERE OUR BRAND IS TALKED ABOUT > MEASURE SOCIAL NETWORKING VALUES, BRAND VALUES AND SALES IN REAL TIME > BUILD AND LAUNCH A STRATEGY THAT NEVER FINISHES, BUT CONSTANTLY EVOLVES TOGETHER AND IN COLLABORATION WITH THE PARTICIPANTS: CREATE A STRATEGY FOR MANY IDEAS EVERY WEEK. IF YOU´VE EARNED PERMISSION FROM USERS, KEEP ADDING MORE VALUE AS MUCH AS YOU CAN. > SPEED WINS http://www.flickr.com/photos/spine/263214639/
  • 84. WE SHOULD LOOK AT THE WHOLE PICTURE. WEBSITE, BLOGS, SOCIAL NETWORKS, USER GENERATED CONTENT, TRADITIONAL ONLINE ADVERTISING, SEARCH, SYNDICATIONS, MOBILE, SYNERGIES BETWEEN ON- AND OFFLINE ACTIVITIES ETC AND FIND THE RIGHT TOOLS FOR THE RIGHT GOALS.
  • 85. AND OUR STRATEGY SHOULD NOT CONCLUDE WITH ONE BIG ”SOCIAL MEDIA” PROJECT. CREATE 1-3 YEAR RETAINER DEAL. BUILD A MARKETING STRATEGY TOGETHER, LIGHT LOTS OF FIRES AND GET A 25% BONUS IF AGREED GOALS IS SURPASSED AND 25% LESS IF NOT. http://www.flickr.com/photos/spine/263214639/
  • 86. IT´S STILL ALL ABOUT THE BIG IDEA, REDEFINED. IT´S ABOUT CREATING, LISTENING, FUELING AND CURATING CONVERSATIONS AND STORIES THAT SUPPORT YOUR BRAND AND GIVE IT A STRONG SENSE OF SELF. PEOPLE WANT ADVERTISING, WE JUST NEED TO JOIN THEM IN ONE WAY OR ANOTHER. http://www.flickr.com/photos/patrickhenault/635294865/
  • 87. “In social media listening and conversation is overrated, what is most lacking is LEADERSHIP. Be bold, inspire action, activate!”. – via @karllong h#p://www.flickr.com/photos/deniscolle#e/1817034358/

  • 88. ROI OF DIGITAL INITIATIVES IN THE MEDIA MIX?
  • 89. MEDIA MIX MODELING VENDORS ARE STILL WORKING TO FIGURE IT OUT.
  • 90. “If you see a TV ad for a particular product, it doesn’t change the amount of radio ads you hear about that product. However, digital works differently. If someone sees a TV ad, they will be more likely to search online for that product. Because they searched, they are more likely to go to the product’s Web site. Because they went to the product’s Web site, they are more likely to be retargeted with digital display advertising. In other words, consumption of media changes what digital ads a person consumes. We believe this is what’s causing the problem.” – Razorfish Digital Outlook Report 2009
  • 91. “Contribution Margin in currency generated from externally refferred customers over cost in currency for human interaction and other cost to manage and engage in the ecosystem = Social Media ROI” – Axel Schultze
  • 92. RIGHT… PLEASE SEND ME AN EMAIL IF YOU HAVE A GOOD ANSWER/MODEL TO THIS ISSUE, BECAUSE WE KNOW THAT…
  • 93. quot;What looks like resistance from brands can be lack of clarityquot; - Dan Heath
  • 94. WHAT WE DO KNOW IS THAT TODAYS CONSUMERS IS SHOPPING DIFFERENTLY.
  • 95. > 69% RESEARCH PRODUCTS ONLINE BEFORE GOING TO THE STORE TO MAKE A PURCHASE. > 62% HAVE LOOKED AT AN ONLINE REVIEW AT LEAST ONCE BEFORE MAKING A PURCHASE. > 61% WANT TO BE ABLE TO SCAN BAR CODES AND ACCESS INFORMATION ON OTHER STORES’ PRICES. > 39% COMPARED A PRODUCT’S FEATURES AND PRICE ACROSS ONLINE RETAIL OUTLETS BEFORE BUYING. > 9% USED A CELL PHONE TO TEXT MESSAGE A FRIEND ABOUT A PRODUCT WHILE SHOPPING. Source: BusinessWeek/
  • 96. AND SINCE ITS ALL ABOUT BUSINESS THE MARKETING INDUSTRY SHOULD OFFER TO BUILD EASY TO USE REAL TIME TOOLS FOR BRANDS TO QUANTIFY THE RELATIONSHIP BETWEEN MARKETING AND SALES. A TOOL IN THE SHAPE OF AN DESKTOP APP THAT COMBINES DATA FROM ONLINE AND OFFLINE ACTIVITIES, WHERE YOU WILL ALSO BE ABLE TO CONTINUESLY ADJUST THE STRATEGY.
  • 97. OK. LET´S WRAP IT UP; 1. YOU NEED TO GAIN INSIGHTS IN YOUR TARGET GROUPS CULTURE. AND THEN INNOVATE WITH FOCUS ON EMPOWERING PEOPLES PASSIONS. http://www.flickr.com/photos/simon-crubellier/147034740/
  • 98. 2. WALK THE TALK. START WITH MUMS. THEIR THE ULTIMATE MULTITASKERS AND THE ONES CREATING THE RULES FOR BRAND COMMUNICATION. THEY HAVE NO TIME FOR TECHNOLOGY THAT ISN´T USEFUL OR DOESN´T WORK. IF MARKETEERS DON’T SUCCEED TO ADD VALUE TO MUMS, THE ADVERTISING INDUSTRY IS FAILING. AND FINALLY…
  • 99. 3. ITS NOT ONLY WHAT YOU SAY, ITS WHAT PEOPLE DO TO WHAT YOU AS BRAND DO. SO BE USEFUL, HELPFUL OR ENTERTAINING. BECAUSE PEOPLE LOVE BRANDS, BUT WANT TO BE ENGAGED. WHATS YOUR PLAN - DO YOUR BRAND HAVE A PULSE?
  • 100. “We move from the Mechanical Age of Speed to the Digital Age of Real-Time.” – Teemu Arina THANK YOU FOR YOUR TIME  - FEEL FREE TO CONNECT WITH ME ON: Joakim Vars Nilsen, Creative Strategist, Mediafront.no www.twitter.com/joakimnilsen www.linkedin.com/in/joakimnilsen www.joakimnilsen.com http://www.flickr.com/photos/8153468@N04/2668229310/
  • 101. “We need to move past the Cluetrain Manifesto, and acknowledge that what people are doing on the web is much, much more than conversing. It's not just a chat room: it's an entire culture under development, and the conversation is just the tip of the iceberg”. - Stowe Boyd