2. WHAT WE’LL COVER
Our Connected Society
•
10min Film: The dawn of an empathic society
•
Human centric tech & brands
Principals of connection marketing (4Ps to 4Cs)
What drives connection?
Examples of Real World & Real Time marketing
4. THE DAWN OF AN
EMPATHETIC CIVILIZATION
http://www.youtube.com/watc
h?v=l7AWnfFRc7g
5. 2.0 SOCIETY, CULTURE AND
COMMUNICATIONS
From:
Mass media society, mechanistic, top down and status quo led
6. 2.0 SOCIETY, CULTURE AND
COMMUNICATIONS
To:
Networked society, natural, distributed, democratic and
micro culture driven
7. TECHNOLOGY
ENABLES CONNECTION
A sense of belonging and of being part of something greater than one’s
self. This is a core human need. And is driven by empathy.
9. CONNECTED BRANDS ARE
HUMAN CENTRIC BRANDS
“Society is at the heart of human existence.”
Increasingly peer to peer connection drives social structure
Brands need to put people, culture and society at the heart of
their strategy in order to ensure connection and relevancy.
A brand is a badge, a promise, a symbol…that represents the
product/service, the organization and it’s associated people,
values and philosophy.
10. THE MISSION
CENTRIC ENTERPRISE
When an organization has a clear social mission, it’s role within
society is clearly defined. The enterprise now has a mission, a
purpose and a clear reason to choose.
What’s more the cost to the consumer is lowered, since the
value is raised.
12. FROM MASS
TO NICHE MARKETING
Since the advent of web culture we’ve seen a move from
Mass Marketing principals, to Niche/Consumer Centric
Marketing Principals
4Ps
to
4Cs
Product
Consumer
Price
Cost
Place
Convenience
Promotion
Communication
16. FROM PLACE
TO CONVENIENCE
Marketers should know how the target market prefers to buy,
how to be there and be ubiquitous. Creating – “convenience
to buy”. Consider the entire customer journey.