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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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