Crowd "Marketing Becomes Horizontal"

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  • Crowd "Marketing Becomes Horizontal"

    1. 1. MARKETING BECOMES H O R I Z O N T A L Yuswohady MarkPlus Insitute of Marketing
    2. 2. THE BOOK
    3. 3. WHY OBAMA BEATS MCCAIN
    4. 4. BECAUSE OBAMA IS H O R I Z O N T A L … and McCain is vertical
    5. 5. … and McCain is vertical My.BarackObama.com
    6. 6. Obama at Facebook
    7. 7. Obama at Facebook Obama has 1.7 mio friends in Facebook McCain has 550.000 friends in Facebook October 2008
    8. 8. Obama at YouTube
    9. 9. Melalui My.BarackObama.com Obama mengumpulkan hampir 1 miliar dolar dana kampanyenya dari JUTAAN donatur “gurem” yang bisa menyumbang hanya 5 dolar per orangnya WOW… THAT’S GRASS ROOT MARKETING!!!
    10. 10. Why choose If you can combine ?
    11. 11. 1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks & Financials i.e. Citibank Company as Partner Community-Driven Products i.e. Facebook i.e. Harley Davidson Company as Connector VERTICAL HORIZONTAL
    12. 12. www.youtube.com www.metacafe.com www.slideshare.com www.wikipedia.com www.flickr.com www.scribd.com www.facebook.com www.myspace.com www.changethis.com www.secondlife.com SITES YOU MUST VISIT
    13. 13. AWAS!!! H O R I Z O N T A L BEATS V E R T I C A L
    14. 14. Britannica vertical; Wikipedia horizontal Windows vertical; Linux horizontal Internet Explorer vertical; Firefox horizontal Getty Images vertical; Flickr horizontal Major label vertical; Indie label horizontal Websites vertical; blog horizontal Mass media vertical, Social media horizontal “ One-to-many ” vertical; “ many-to-many ” horizontal
    15. 15. Wikipedia beats Britannica Linux beats Windows Firefox beats Internet Explorer Blog beats websites Social media beats mass media Evangelist beats salesman Citizen journalism beats mainstream media “ Many-to-many” beats “one-to-many”
    16. 16. The solution is here
    17. 18. E = wMC 2 Marketing ENERGY Word of MOUTH (MOUSE) Customer COMMUNITY Offline Online
    18. 19. THE 11 MANIFESTO
    19. 20. #1 NETWORKED #2 EVANGELIST #3 CONNECTING #4 MEMBER #5 EXPRESS #6 FACILITATING #7 AUTHENTIC #8 CULT #9 CONTAGIOUS #10 CONVERSATION #11 CO-CREATION THE 11 MANIFESTO E = wMC 2 is…
    20. 21. Your customers are EVANGELIST. They are your voluntary sales force. Manifesto # 2
    21. 22. #1 CONSUMER TRUST
    22. 23. 91% LIKELY TO BUY ON RECOMMENDATION
    23. 24. Forum Komunikasi Alumni ESQ
    24. 25. MU Fans Club
    25. 26. Bicara sepak bola, yang ini lagi demam banget bola
    26. 27. Person needs to communicate itself, and EXPRESS it’s personal aspirations. Market become human Manifesto # 5
    27. 28. Pesta Blogger 2007 individuals will be getting more expressive in communicating their opinions this might cause the clash of authorization in 2008
    28. 29. Auto BlackThrough Community
    29. 30. Jakarta Mio Club
    30. 31. FACILITATING is your “reason for being” Manifesto # 6
    31. 32. Marketing is not about SELLING It’s not about ADVERTISING It’s even not about MARKETING MIX Manifesto # 6 It’s about FACILITATING
    32. 33. C2C Marketing: The Elshinta Way
    33. 34. AUTHENTICITY is your lifetime differentiator Manifesto # 7
    34. 35. HD is authentic, not fake
    35. 36. HD is authentic, not fake
    36. 37. Iwan Fals is authentic, not fake
    37. 38. Your brand is a CULT. Create ideology around it and spread to your believers. Manifesto # 8
    38. 39. Law # 8 The Cult of Mac
    39. 40. It’s Cult Also…
    40. 41. Your products and services should be CONTAGIOUS Manifesto # 9
    41. 42. Product with Extraordinary Features
    42. 43. Product with Extraordinary Features
    43. 44. Controversial ad leads to BUZZ
    44. 45. Engage your most passionate customers to CO-CREATE solutions. Manifesto # 11
    45. 46. Forum Nokia
    46. 47. Engage your most passionate customers to CO-CREATE solutions.
    47. 48. #1 NETWORKED #2 EVANGELIST #3 CONNECTING #4 MEMBER #5 EXPRESS #6 FACILITATING #7 AUTHENTIC #8 CULT #9 CONTAGIOUS #10 CONVERSATION #11 CO-CREATION E = wMC 2 is…
    48. 51. THANK YOU

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