The document discusses how the rise of connectivity and social media has transformed marketing. It outlines 7 shifts required for companies to adapt, including shifting from telling to delivering value, from campaigns to ecosystems, and from engagement to providing utility. Examples are provided like Nike+ and Dell's Ideastorm that facilitate consumer passions and tap collective knowledge. The conclusion emphasizes that companies are now in the business of empowering consumers through transparency, control, and facilitating emotional truths like authenticity and trust.

1. © 2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential.
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2. A New Marketing Mindset
Experian
August 27, 2009
© 2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential.

3. The Conversation Today: A Time To Rethink
• The New Force
• Implications
• Beacons: Examples Of Thinking Anew
• Some Thoughts For Experian To Tangle With
• Discussion
2

4. The Force
[3]
© 2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential.

5. The Change
Widely Distributed Empowering Tools & Services
+
Changing Consumer Expectations and Behavior
=
A Seminal, Transformative and Disruptive era
4

6. The Force = The Internet = Connection Engine
Connect to find Connect to share Connect to Connect to
transact express
(Discovery) (Social Media)
(Commerce) (Creativity)
The co-ordinates of this connection grow…
• All over the world
• Across all devices
• All the time
5

7. In a Connected Age…
• The end of ignorance arbitrage
• I can know, find, and discover peoples
reputation, competitive product
attributes and pricing, and a lot
more….(increasingly anywhere and
anytime)
• The rising individual media
conglomerates
• I can create, combine and cull..
• I can publish, post, upload…
6

8. In a Connected Age…
• New expectations
• Transparency
• Responsiveness
• New emotional truths
• Authenticity (is individual or company real?)
• Community (social and other awareness)
• Trust (believe it will be the critical currency)
• Some Hard Questions
• Purpose and Values (why do you exist?)
7

9. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
8

10. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: From Interactive To Multi-Polar
Marketing
9

11. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
10

12. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
Shift Four: From Campaigns To Ecosystems
11

13. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
Shift Four: From Campaigns To Ecosystems
Shift Five: From Finding Them To Them Finding You
12

14. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
Shift Four: From Campaigns To Ecosystems
Shift Five: From Finding Them To Them Finding You
Shift Six: From Marketing To Facilitation
13

15. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
Shift Four: From Campaigns To Ecosystems
Shift Five: From Finding Them To Them Finding You
Shift Six: From Marketing To Facilitation
Shift Seven: From Engagement to Utility
14

16. Shift One: From Telling to Delivering
Advertising Products
Media Utilities & Services
Promotion Customer Support
• The proof is in the performance, the act and behavior rather than the
message, the media and the discount
• Fund product superiority, news and customer service over messaging
• Earned media over bought media
• Positive WOM over paid spokespeople

17. Shift Two: To Multi-Polar Marketing
Two Way Marketing Multi Way Marketing
Independent Media Multi Media
Vehicles
Simple Measures Multi Measures

18. Shift Three: From Users To Voices
• In a connected age everyone is a media conglomerate- Word of
Mouth is the currency of choice we should focus on
Influencers,
Heavy Users,
Advocates,
Specific Demos
Detractors
17

19. Shift Four: From Campaigns To Ecosystems
Campaigns Ecosystems
• Control by initiator • Can be consumer initiated
• Fixed duration • Digital lasts forever
• Neat model • Multi-way with secondary effects
• Clear cut roles • Blur between players
18

20. Shift Five: From Finding Them To Them Finding You
• In a connected world we move from:
Segmentation Re-Aggregation
Hunting Fishing
Broadcast/ Publish Search/ Social Recos
• How can consumers easily find you in:
• Search
• Distributed content
• Superior performance that people speak about
19

21. Shift Six: From Marketing To Facilitation
• The energy and control are
moving from the marketer to the
consumer to such a degree that
the consumer now self markets
• Finance, Pharma, Travel, Tech,
Auto
• Important to support and
leverage this “self marketing”
20

22. Shift Seven: From Engagement to Utility
• Measures tend to focus on how long a person spends with the brand under
banner of ‘engagement’
• Total page views, total time spent, number of interactions performed
• Stop elongating the game and focus instead on how quickly and how well
we fulfill particular needs
Engagement Utility
21

23. Beacons
[22]
© 2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential.

24. Beacons
• Examples of efforts which:
• Speak to voices (advocates, influencers..)
• Are found rather than find
• Facilitation intense versus marketing intense
• Multipolar (multi way and multi media and multi measure)
• Build ecosystem
• Emphasize product, service and support
23

25. Nike Plus
• Incorporates running maps through Google
• Both localized and international
• Extended into influential product development
24 through software and Apple iPod partnership

26. Nike Plus
• Nike’s ultimate running platform and community that further
establishes Nike’s ownership of running motivation
• Empowered consumers and gave them a tool to facilitate their
passion: running
• Highly successful in social connection and brand sales
•160 million miles logged
•97% recommendation from program members
•18% increase in conversion from intention to purchase
•Nike Plus shoes sales: 20% increase in 2007
•$17 increase in average sales value from program members vs non-
members
25 •1.5MM+ sensors sold

27. Allstate Teen Driving Contract
26

28. Allstate Teen Driving Contract
• Results
• 40,000 teen driving
contracts have been filled out
online
•Allstate perception and
brand improvement
•Fewer Teen Deaths
27

29. Dell Ideastorm & Forums
Ideastorm Forums
• Users contribute suggestions for Dell • Peer-to-peer support area
and collectively vote to prioritize them;
brand reviews each idea
28

30. Dell Ideastorm & Forums
• Gave consumers a number of ways to express themselves
• Reviews/Votes on products/ services
• Advice on technical issues
• Tapped into the collective knowledge of all their customers to provide
customer service at less cost to them
• Results:
Ideastorm Forums
• Over 10k contributions, promoted over • Close to 1.5MM users have contributed over
600k times, with over 80k comments 700k threads
• 200 suggestions have resulted in • Over 10k ‘solved’ cases contributed by the
implemented product, service and community and Dell
marketing innovations •Occurs when user who originates a thread
highlights related post that answers their
question
29

31. Some Thoughts For Experian To Tangle With
[30]
30

36. A Perspective
• You are as much in the EMOTION business as in the DATA business
• EMPOWERMENT & TRANSPARENCY is now a two way street
• Consider creating assets that allow CONTROL, EDUCATION, &
CORRECTION
• Huge opportunity to separate from the crowd by aligning with the
crowd VS having it align against you

37. Some words from Dr Einstein
“ Not everything that counts can be counted;
not everything that can be counted counts
”
“

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