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NEO-CONVERSATION

wf.
#MISCONCEPTION


             Wayne Kotzé-Flemming
               Experience Architect
                 + Marketing Purist

                     @uberwayne
       wayneflemming.wordpress.com


wf.
#JOURNEY


      Consumerism in a post-advertising
       age leading to a neo-conversation
                                zeitgeist




wf.
#CHANGE


                 Marketing has changed

        It is no longer a one directional
               conversation or broadcast
      dominated by a production line of
                               messages


wf.
#CLASSICAL
      PRODUCT-CENTRIC                                  PRODUCT-CENTRIC                                  BRAND-CENTRIC

            Features                                            Benefits                                   Experience                                     1980
                                                                                                                                                 Database marketing
                                                                                           1941                                                 Relationship marketing
                                                                                       TV Advertising                                         Computer Generated Spam
                                   1880                                                                                                 1970
                     Earliest Trademarks as Branding                                                           1950                 E-commerce
                                                                                                 Systematisation of Telemarketing
                                                     1905
                                       University of Pennsylvania offers
                    1867
                                        a course “The Marketing of
         Earliest Billboard Rentals
                                                  Products”
                                                                        1922
                                                                 Radio Advertising




        1860                                1900                                1925                          1950                     1970            1980
wf.
#EVOLUTION
        BRAND-CENTRIC                                                 CONSUMER-CENTRIC

               Emotions                                   Identification       Social-branding
                                                                           2004
                                                                     Facebook and Digg
                                 1991
                     Integrated Marketing reaches                   2003        2005
                           academical status                       My Space    YouTube
                                                                                Vimeo

       1984                                    1998                                      2006       THE FUTURE
Guerilla Marketing
               1985
                                      Google and MSN launched
                                                            2001
                                                                                        Twitter
                                                                                                  Post-Advertising age
         Desktop Publishing                         Social Bookmarking
                                                                 2002
                                                                 Photo
                                                                Sharing



                               1990                      2000                    2005                    2011
wf.
#CHANGE



       Change is one thing
      - progress is another



             Betrand Russel

wf.
#IT’S A NEW WORLD

                 Defined by
                 technology
                        and
                  consumer
                    control




wf.
#CONSUMER-CENTRIC


                To understand
                 the heart and
                    soul of the
                     consumer




wf.
#REVOLUTION

        The dialogue will continue

      It’s a conversation that engages

          An era of co-creation




wf.
#CONSUMER

      Consumers control our brands and
      the stories we tell about that brand

      They choose how, where and when
                  we engage with them

      They trust fellow consumers more
                   than they trust brands

wf.
#CONSUMERS




      People will always stay the same




wf.
#CONVERSATION



      The way we speak to consumers
                             change




wf.
#SUCCESS



      Engage consumers in dialogue and
                  leverage their insights




wf.
#INSIGHTS




      The understanding of a specific
        cause and effect in a specific
wf.                          context
#EPIPHANY
                              Context




              Relationships    Insight   Behaviours




      Cause                                           Effect
wf.
#OUR JOB



      Understand consumer behaviour to
           build communities of interest




wf.
#COMMUNITY



      Architect of the Community



                Simon Mainwaring

wf.
#EVANGELISE


                 Don’t think audience
                   - think community

      We need them to evangelise our
                stories on our behalf



wf.
#STORYTELLING


        It has become an organic, non-
              linear brand conversation

      It occurs through time and space,
        tailor-made to each touch-point



wf.
#SOCIAL COMMUNITY




         A group of like-minded individuals
                 connected by interaction
wf.                             Liz Strauss
#PROSUMER



      Is the reason two people are talking
                           to each other



                          Hugh Macloed

wf.
#CONTEXT



      Relevant content across
              multi-platforms




wf.
#SOCIAL OBJECT




wf.
# TIP 1




wf.
# TIP 2


      Understand




wf.
#TIP 3


      The herd will be heard




wf.
#TIP 4


       Listen




wf.
#TIP 5


      Think




wf.
#TIP 6



      Converse




wf.
#TIP 8



      DQ




wf.
Listen                     Think                            Converse

       Research &                    Product Integration
        Analysis      Context
                                              Relevance
                        Concept Ideation                              Impact Tracking/
                                                                         Analytics/
      Insights                                                         Measurement
                                                           Paid

                                           Touchpoint
                                                              Owned
                                            Planning
                                                           Earned
           Strategy
                                                                      Implementation
                                   Conversation &
                                      Content
wf.                                 Development
#THE END
      References
      wayneflemming.wordpress.com
      Sapient CMO Survey 2011
      Mitch Joel - Twist Image
      Forrester 2010
      Google Statistics
      societyofdigitalagencies.org
      dandad.org
      successfull-blog.com
      gapingvoid.com
      simonmainwairing.com
      wikipedia.com
wf.
      Images: Google Images          THANK YOU

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The Future of Marketing: a Neo-Conversation

  • 2. #MISCONCEPTION Wayne Kotzé-Flemming Experience Architect + Marketing Purist @uberwayne wayneflemming.wordpress.com wf.
  • 3. #JOURNEY Consumerism in a post-advertising age leading to a neo-conversation zeitgeist wf.
  • 4. #CHANGE Marketing has changed It is no longer a one directional conversation or broadcast dominated by a production line of messages wf.
  • 5. #CLASSICAL PRODUCT-CENTRIC PRODUCT-CENTRIC BRAND-CENTRIC Features Benefits Experience 1980 Database marketing 1941 Relationship marketing TV Advertising Computer Generated Spam 1880 1970 Earliest Trademarks as Branding 1950 E-commerce Systematisation of Telemarketing 1905 University of Pennsylvania offers 1867 a course “The Marketing of Earliest Billboard Rentals Products” 1922 Radio Advertising 1860 1900 1925 1950 1970 1980 wf.
  • 6. #EVOLUTION BRAND-CENTRIC CONSUMER-CENTRIC Emotions Identification Social-branding 2004 Facebook and Digg 1991 Integrated Marketing reaches 2003 2005 academical status My Space YouTube Vimeo 1984 1998 2006 THE FUTURE Guerilla Marketing 1985 Google and MSN launched 2001 Twitter Post-Advertising age Desktop Publishing Social Bookmarking 2002 Photo Sharing 1990 2000 2005 2011 wf.
  • 7. #CHANGE Change is one thing - progress is another Betrand Russel wf.
  • 8. #IT’S A NEW WORLD Defined by technology and consumer control wf.
  • 9. #CONSUMER-CENTRIC To understand the heart and soul of the consumer wf.
  • 10. #REVOLUTION The dialogue will continue It’s a conversation that engages An era of co-creation wf.
  • 11. #CONSUMER Consumers control our brands and the stories we tell about that brand They choose how, where and when we engage with them They trust fellow consumers more than they trust brands wf.
  • 12. #CONSUMERS People will always stay the same wf.
  • 13. #CONVERSATION The way we speak to consumers change wf.
  • 14. #SUCCESS Engage consumers in dialogue and leverage their insights wf.
  • 15. #INSIGHTS The understanding of a specific cause and effect in a specific wf. context
  • 16. #EPIPHANY Context Relationships Insight Behaviours Cause Effect wf.
  • 17. #OUR JOB Understand consumer behaviour to build communities of interest wf.
  • 18. #COMMUNITY Architect of the Community Simon Mainwaring wf.
  • 19. #EVANGELISE Don’t think audience - think community We need them to evangelise our stories on our behalf wf.
  • 20. #STORYTELLING It has become an organic, non- linear brand conversation It occurs through time and space, tailor-made to each touch-point wf.
  • 21. #SOCIAL COMMUNITY A group of like-minded individuals connected by interaction wf. Liz Strauss
  • 22. #PROSUMER Is the reason two people are talking to each other Hugh Macloed wf.
  • 23. #CONTEXT Relevant content across multi-platforms wf.
  • 26. # TIP 2 Understand wf.
  • 27. #TIP 3 The herd will be heard wf.
  • 28. #TIP 4 Listen wf.
  • 29. #TIP 5 Think wf.
  • 30. #TIP 6 Converse wf.
  • 31. #TIP 8 DQ wf.
  • 32. Listen Think Converse Research & Product Integration Analysis Context Relevance Concept Ideation Impact Tracking/ Analytics/ Insights Measurement Paid Touchpoint Owned Planning Earned Strategy Implementation Conversation & Content wf. Development
  • 33. #THE END References wayneflemming.wordpress.com Sapient CMO Survey 2011 Mitch Joel - Twist Image Forrester 2010 Google Statistics societyofdigitalagencies.org dandad.org successfull-blog.com gapingvoid.com simonmainwairing.com wikipedia.com wf. Images: Google Images THANK YOU