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Yannis P. Triantafyllou

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Γιάννης Τριανταφύλλου, CEO To Atomo, «Ας ξανά σκεφτούμε το marketing, ψηφιακά»

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Yannis P. Triantafyllou

  1. 1. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Rethinking marketing... Yannis P. Triantafyllou, CEO @ ToATOMO ytriantafyllou@toatomo.info
  2. 2. 2 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities A passionate storyteller, change provocateur & futurist. He has 20+ years in marketing & senior management of technology & industrial companies in Greece and Europe. With his teams he managed modernization of 100+ SMEs in various countries, with investments of 50+ millions euro. He heads ToATOMO (www.toatomo.com), the marketing & international business advisory firm he founded to serve firms in industries like ICT, HighTech, F&B & hospitality and other. He is also Strategic Advisor @FBMAGreece and non-executive Advisor & Director in various technology European firms. «What make our job special? We love that we innovate and give solutions that help people change their lives.» (@ΤοΑΤΟΜΟ) Who is Yannis P. Triantafyllou…
  3. 3. 3 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Our vision “Help people and brands connect online, in communities” Our values Believe in technologies that help us live anywhere and work everywhere. Build projects based equally on tech and creativity. Cooperate, focus, build new skills as needed. Guide digital transformation, in confidence and experience. To ATOMO | Your International Marketing Partner
  4. 4. 4 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities
  5. 5. 5 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Brands used to control both the message and the media. Now we, the people, are the media. And we control the message!
  6. 6. 6 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities We tell stories in order to make sense of the world around us! Behind every great brand stands a great story!
  7. 7. 7 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities And, that’s really the heart of the matter. Most entrepreneurs & executives don’t live the brand the way customers do, yet they’re responsible for driving business objectives and managing resources to achieve them.
  8. 8. 8 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities But before we go to this... What is Brand? What is Branding?
  9. 9. 9 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Brand is our Logo! Right?
  10. 10. 10 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities «Your brand is what other people say about you when you're not in the room.» Jeff Bezos (Amazon)
  11. 11. 11 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Brand is what people feel, think and say about a product. Therefore, we’re not talking about the brand itself, we’re talking about people's perception of the brand. Branding is all that is done to form this perception. Let’s see this step by step…
  12. 12. 12 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Step #1: Research & Analysis Purpose, scope, intended customers, philosophy, beliefs, values, business manners & ethics, reason to exist… Step #2: Strategy & Storytelling The needs our brand satisfies, how it makes people connect emotionally with it… Step #3: Design Translate the brand to image…
  13. 13. 13 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Step #4: Application Easy to understand, able to communicate its essence in a simple manner. Step #5: Maintain & Strengthen Language and tone of voice, culture and its adoption, community of the brand, people faith in it… No faith, no party!
  14. 14. 14 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities
  15. 15. 15 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities «Marketing is about values.» Steve Jobs (1955-2011) ©CharisTsevis
  16. 16. 16 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities
  17. 17. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities The Digital Shift
  18. 18. 18 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities
  19. 19. 19 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Buyer behavior is rapidly changing and forces brands to adjust and conform to the interactive world. Nearly every consumer activity has shifted to digital in some way - from listening to music, to shopping, to booking restaurant reservations, and so on…
  20. 20. 20 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Example of a car purchase process in digital age
  21. 21. 21 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities
  22. 22. 22 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Moving from Transactional to Transformational - Digital, Social, Mobile are the new front doors. - Buyers flow seamlessly across multiple channels. - Time is the new currency. - Self-service & Price Transparency are the new normal. - Buyers expect frictionless interactions, every time.
  23. 23. 23 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Digital Transformation V V Customer Experience
  24. 24. 24 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities The new role of marketing: we turn ideas and data insights into personal experiences that help our clients win more customers and make them more valuable. Customer Value is no longer in a single transaction, it’s in repeat purchasing + advocacy + collaboration! It’s in the willingness to co-create with the brand!
  25. 25. 25 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities “You’ve got to start with the customer experience and work backwards to the technology” (Steve Jobs, 1997)
  26. 26. 26 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities
  27. 27. 27 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities We move from selling products and services to keeping brand promises. The battle is for experiences and outcomes.
  28. 28. 28 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities What is a purpose of a marketing & selling system?  Meet more people + Get more clients + Make more sales? True Purpose: to answer your prospect’s questions at just the right time. Should I Pay Attention? Is it Interesting? Are you for real? Can I Trust you? Is what you recommend right for me?
  29. 29. 29 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities It’s not about digital marketing, It’s about marketing in a digital world...
  30. 30. 30 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Shift #1 One Big Thing > The Right Smaller Things Goodbye 360˚ campaigns. Hello 365 days marketing. Real-time marketing for a real-time world. Not singular messages, but multiple streams of ideas. More than polished campaigns: continuous strategic strikes!
  31. 31. 31 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Shift #2 Rigid Strategy > Agile Planning Instead of strictly following a plan, plan for change. Rapid testing hypotheses rather than extended research and deduction. Collaboration and conversation over strategy decks and documentation.
  32. 32. 32 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Shift #3 Marketing as Department > Marketing as Behavior Break down silos, inject digital thinking throughout. All marketing ideas have digital implications. All digital ideas have marketing implications.
  33. 33. 33 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Shift #4 Transactional Relationship > Meaningful Experience Plan for a full consumer experience, not just a purchase. Play a bigger role in people’s lives. Adding value beyond a self serving purpose.
  34. 34. 34 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Shift #5 Make People Want Things > Make Things People Want Design service by understanding what people want and how they interact. Solve brand problems by solving consumer problems-disrupt and delight. Don’t compete in the old paradigm, create a need that only you can fill.
  35. 35. 35 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Shift #6 Selling to the world > Improving the world Be guided by a brand purpose, not just a commercial interest. From differentiating within the category to making a difference in culture. Deeper human connection through a higher human centric purpose.
  36. 36. 36 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Shift #7 Talking to the world > Making the world talk It’s not what you say that matters, it’s what people say about you. If it doesn’t spread it’s dead. Flipping the funnel: retention and advocacy is the new acquisition.
  37. 37. 37 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Shift #8 Consistent Brand Image > Coherent Brand Actions Actions speak louder than words. Create a collection of coherent brand ideas and experiences.
  38. 38. 38 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Products actually create two conversations. One is internal, at your company. The other is external, among your customers. The easiest way to create the kind of conversation you want around your product is to make these two dialogues the same. In other words, let people in on the secret. Don't just tell them what you do, but why you do it.
  39. 39. 39 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities People will never buy what you do. They will buy what’s in it for them! They can always get faster and cheaper, it's just a click away. But more meaningful? More genuine? The right conversation is the one that goes the deepest.
  40. 40. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Keeping the Human Element
  41. 41. 41 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities “It has become appallingly obvious that our technology has exceeded our humanity.”  Albert Einstein (1879-1955)
  42. 42. 42 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities The way people create, talk, learn, share has evolved: more content, less control. People today spent more time online through mobile, trust peer recommendations by 90% over any other forms of marketing. Individualisation is a radical change in the way we do business! A personalized experience shared, differentiates companies and engages customers in unique and immersing ways. 42
  43. 43. 43 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Markets are conversations. People are talking more, because they want to, they’re interested and it’s fun!
  44. 44. 44 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities We communicate 7% with words, 38% with sounds , 55% with gestures & expressions.
  45. 45. 45 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Companies are communities. Human-2-Human communities, where people socialise, cooperate, listen, discuss, create value, trust.
  46. 46. 46 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities What really makes a community? * Smaller, autonomous, empowered groups * * Opportunities to take on additional effort * * Emphasis on casual, social, interaction * * Short-term milestones, rituals and traditions, shared symbols * A successful online community has 2 sides: the online platform and the social structure. We would benefit from spending as much time and attention on the latter as we do on the former.
  47. 47. 47 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities The Community Concept Information Discussion Transaction convert fans to members People, Collaboration, Content convert members to buyers convert buyers to brand ambassadors A Community Strategy should target a specific sentiment to amplify.
  48. 48. 48 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities The role of a business community is to enable people to get involved in an active conversation about products and services and connect themselves with the company team with or without company’s intervention. Social Business means that entire company, from management to the last employee, are actively involved in brand building through external and internal engagement.
  49. 49. 49 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities A community is an incredible asset, connecting your networks & managing relationships and knowledge. 49 BillJohnston,DirectorofGlobalOnlineCommunity@DELL
  50. 50. 50 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities People want to and do business with people. Full Stop. So, use technology resources to improve customer experience. Do not use AI just to feed content to customers, use it for on a proactive basis, use it to service exceptional issues, use it to gain business insights on an ongoing basis. Τhat will help you continually improve your product/service.
  51. 51. 51 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities “And? Can we do that by ourselves?” Yes and No. You will need different skills, most important you must go beyond technology to define real human values in this new digital ecosystem. Community is about people, not products, and is when people have a strong passion just because community exists and they have a role in it! 51
  52. 52. 52 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Human-2-Human Communities is more than just brands saying they’re “human”. Means authentic stories, delivered consistently, through inspiring experiences. The challenge for today’s brands is to design these 360º human (=social) experiences! Means also communication. It’s communication that drives personal, human, relationships.
  53. 53. 53 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Human-2-Human: Simplicity, Empathy and Imperfection Speak human, make it simple for people to understand. Connect marketing deeper, to basic human senses. Customers expect extraordinary experiences , to feel unique. Humans need context to understand concepts. So, tell them, don’t sell them.
  54. 54. 54 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities
  55. 55. 55 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Social media is Learning, Sharing, Collaborating, and Having Fun! Who said something about sales…?
  56. 56. 56 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities
  57. 57. 57 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Business is changing. Marketing also. The new “P”s of marketing: Purpose, Passion, Pain, Power.
  58. 58. 58 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities “Digital” Professional : a new role across industries We think digital, are social, act mobile. We know and actively participate on how markets, products, customers and companies interact. We select data and convert them to value. We are efficient both with technology and creativity. We express our brand authentically. We are open to change. We focus on how customers want to live their lives and how our business will connect emotionally with them.
  59. 59. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 5959 © Shevs | www.shutterstock.com
  60. 60. 60 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities A plan for the future Strategy: Flexible Business Communities (on/offline). Tactic: Marketing H-2-H; create business by telling stories. Mindset: how our customers want to live their lives; and how our business will connect emotionally with them. “Sales Driven” Marketing Pillars: 1. Technology 2. Content Creation & Distribution 4. People (Sales & Marketing) 5. Data (the new gold!)
  61. 61. 61 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities
  62. 62. 62 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities Business tools and concepts will change more in the next 5 years than they did during the last 50 years…
  63. 63. 63 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities The way we speak to customers will shift dramatically. (The power of good, “differentiated” storytelling) The entire concept of convenience and value will shift. (Move from how you want to sell to how they want to buy) Experience will remain king. (Why are you worthwhile & different from others?)
  64. 64. 64 Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities […] Generations ago, there was no unemployment, because there were no real jobs to speak of. Before the industrial revolution, the thought that you’d leave home and go to an office or factory was bizarre. What happens now that the industrial age is ending? We are seeing the core assets of economy replaced by something new. Actually, it’s something old, handmade, but this time, on a huge scale. […] Seth Godin 1960-..., marketer, entrepreneur, writer, speaker
  65. 65. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities

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