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FUTURE LAB
I AM THE MEDIAAlain Thys, Marketing3 Nov. 29,2006
Attribution-NonCommercial 2.0 Belgiumhttp://creativecommons.org/licenses/by-nc/2.0/be/
http://creativecommons.org/licenses/by-nc/2.0/be/http://creativecommons.org/licenses/by-nc/2.0/be/8/14/2019 Media - New Generation Media
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est pas (just) about social
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The traditional marketing model is being challenged, and(CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
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This Presentation
WHILE YOU WERE SLEEPING
WHERE DO WE GO FROM HERE?
BRANDS AS STORYTELLERS
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While youwere sleeping
Part 1:
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The Good Ole Daysof Corporate Media
Central editorial control
Government regulation (censorship)
One-way communication
Limited channels of information
We will decide what you want & need
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Your contract with the network when you get the show is that youregoing to watch the spots Any time you skip a commercial
youre actually stealing the programming
Jamie Kellner, CEO of Turner Broadcasting, April 2002 (cc) Lynette Webb, 2006
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Yet then the power shifted
Anytime - Any Place - Any Way
http://www.google.be/webhp?hl=nl8/14/2019 Media - New Generation Media
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200,000,000 blogs
1.5 millionresidents
The workersshould
appropriate the
means of production
>100,000,000 videos(65,000/day)
www.ebay.com 21 Nov 2006
14,463,346 auctions
Almost 4,000,000 articles(10 languages)
33,347,000 profiles
http://www.epinions.com/8/14/2019 Media - New Generation Media
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In which (semi-)amateurs start to play for real
NEWS MEDIA
BBC Newlsline Ticker 19,550 /millionCNN 18,600New York Times 8,740Drudge Report 4,210
Washington Post 3,755Reuters Online 3,680Guardian Unlimited 2,985Al Jazeera 2,925Wall Street Journal 1,995Le Monde 990The Huffington Post 959The Economist 740Daily Kos (State of theNation) 722Crooks&Liars (John Amato) 525
Xu Jing Lei56,750/million
1,000-4,000comments per
article
Blogs vs. Mainstream News Media : Early days, yet traffic is growing
Every Citizen is a Reporter
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20.8CBSCSI: Crime Scene Investigation3.22.0ABCDancing With the Stars2.
22.3 millionABCDesperate Housewives1.
Nielsen Rating Nov 6- Nov 12
12.7Quick Change Artists
17.3Pokemon Theme Music
35.7 MMEvolution of Dance
YouTube TOP 3 (20 nov 2006)
In which (semi-)amateurs startto play for real
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In which (semi-)amateurs start to play for
real
For video, please check
http://www.mobuzztv.com/
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While online media play catchup with traditional outlets
July 2006
(cc) Lynette Webb, 2006
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The biggest player is
The long, long, long, long, long tail
1-200,000 1,000-200,000
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(cc) Lynette Webb, 2006
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Big Six study (US): People with PVRs watch 12% more TV, yet 90%of them adskip (Germany : 88.2%)
78.2% of Germans are irritated by advertising, only 24% actually stillwatches it (GfK Marktforschung)
54% of US consumers avoids products & services which overwhelmwith advertising (Yankelovich Partners)
85% of Chinese stop watching TV during commercial breaks. Morethan half change the channel, while the rest do housework, eat, chator use the bathroom. (McKinsey & Co.)
In 1965, 80% of 18-49 year-olds in the US could be reached with three60-second TV spots. In 2002, it required 117 prime-time commercialsto do the same. (Jim Stengel, Global Marketing Officer, P&G)
A US hour of prime time TV carried 21 minutes of advertising, LateNight network shows like Leno or Letterman carry 31:27 (TNS MediaIntelligence, Q1 2006)
B R A N D S
C O N S U M E R S
RESPONSE
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Australia Romania China/Shanghai Philippines India
Top Graph = ad awareness - Bottom Graph = GRP Weight
ResponseThere is no apparent link between advertising awareness andGRP weight
Illustration based on anonymised examples
Source: Mediafuture SARL
GRPs => Awareness => Karma =>
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of consumers dont believethat companies tell thetruth in advertisements76%
Yankelowich
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The Consumer is a Cat
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Where do we
go from here ?
Part 2:
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THERE IS STILLONE TRUSTEDMEDIUMLEFT IN THEWORLD
MY FRIENDS THEIR FRIENDS AND ALL THOSE WE COLLECTIVELY RESPECT
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Blind FaithCollectivismCommand
Reasoned FaithElective Collectivism
Contract
People are saying: I can no longer rely on a single source of information. The
omniscient, all-powerfull source whether a news anchor, doctor, CEO or government official is gone.
Edelman Trust Barometer, 2006
While institutionaltrust is eroding
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33%
61%55%51%
2003 2004 2005 2006
A person like yourself or a peer
Edelman Trust Barometer 2006When forming an opinionof a company, how
credible would theinformation be from
15Blogger
16PR person17Entertainer
19Union
29CEO
33Regular employee
36Lawyer 53Accountant
58NGO Rep
58Financial Analyst
61Person like yourself/peer
62Doctor or similar
62Academic
%
People Trust People
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People Trust Humans
3Radio
4TV
4Magazines
14Other
14Retailer information
16Product/Company Information
21Internet
25Newspaper Coupons
33Word-of-mouth from family &friends
36In-store demonstration
49In-store Sales Associate%Source
Source: CMO Councils Retail Fluency Report, 2005
Most influential information sources inpurchasing electronic goods? (TOP 3)
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This is not a new hype just an ignored reality
61% trust other people like themselves (as media) - Edelman Trust Barometer, 20062006
Diffusion studies found that WOM is 10x more effective than media advertising2001
Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than apersonal sales pitch and 2x as effective as radio advertising
1955
36% of surveyed consumers reported learning of an innovation through word-of-mouth, while48% reported being influenced by WOM when making a purchase decision
1967
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Paleolithic(stone) agehunter-gatherer
-2,000,000 -3500
Writing
-500
InformationAge
-50
4000 years of media-revolution cannot undo 2,000,000 of programming
TRIBAL VERBAL DISTRUST OF BIG TRIBES
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The words I write, I speak, I film
The Stories I Tell
RADIO, TV, PRINT, EVENTS, ARE NICE, YET IN MY COMMUNITY
I AM THE MEDIA
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In a million channel world,brands whose consumers
tell the best stories, win
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How to control millionsof inaccurate and
divergentconversations ?
YOU DONTConsumers are beginning in a very real sense to own our brands and participatein their creation We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006(cc) Lynette Webb, 2006
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Brands have to become storytellers, that light thefire and let go
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Brands as StorytellersPart 3:
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Tell me a storythat makes my conversationsmore interesting
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Make it something Ireally care about
Make it fun, credibleand memorable
Make it something Ican easily tell others
Be true, so I dont liketo look like a liar
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Make it something Ireally care about
Make it fun, credibleand memorable
Make it something Ican easily tell others
Be true, so I dont liketo look like a liar
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If you want them to talk about you make them
LOVE HATEYET NEVER LEAVE THEM INDIFFERENTYOU
Y i i l h h b d l i diff
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Yet it is exactly there that most brands leave consumers indifferent
Customer Satisfaction Averages (scale 0-10)
44% of consumers saythe majority of their Customer Experiencesare bland...
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69% of consumers say emotions count for over half their customer experience
Source data point: strategic resource development group, 2006
RATIONAL
ARGUMENTS
SUPERFICIAL
EMOTIONS
0.3 seconds RATIONAL DECISION MAKING IS AN ILLUSION
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TRADITIONAL SEGMENTATION
ASSUMES EVERYONE FEELS THE SAME
Elsa (Female/urban/mid-income/25-30 years old)
25 29
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It's easy to understand the survival of popular traditional techniques such assyndicated market research, simplistic quantitative surveys, and focus groups, [yet]conventional research methods often gather incomplete information.
McKinsey Quarterly, November 2006
PSYCHOLOGY ANTROPOLOGY NEUROLOGY SIMULATIONS -
TRADITIONAL RESEARCHOFTEN MISSES THE POINT
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Brands people talk about make meaning Beyond Money
CHOOSE YOUR CLASSIC
For Apple video, go to
http://www.youtube.com/watch?v=4oAB83Z1ydE
For Harley video, go to:http://www.harley-
davidson.com/wcm/Content/Pages/Riders/Creed_Video.jsp?locale=en_US&locale=en_US&bmLocale=en_US
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Make it something Ireally care about
Make it fun, credibleand memorable
Make it something Ican easily tell others
Be true, so I dont liketo look like a liar
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A person like yourself or your peer is seen asthe most crediblespokesperson aboutyour company
Have your customers tell your story
For the jetBlue story videos, please go to
http://www.jetblue.com/experience/index.html?intcmp=story
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THE GREATEST MARKETING STORY EVER TOLD, BY MILLIONS
O i i f th t i
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Origins of the engagement ring
Pope Innocent III
1215Fourth Lateran Council
Birthstones
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BUT WHY THE DIAMONDS ?
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1938Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer
Cullinan IX
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1938 19531948 1990s
Cullinan III & IV
Europe
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For Marilyn Monroe video, go to
http://www.youtube.com/watch?v=p0FDGnAIWpk
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The Result
Word of mouth to the point of becoming cultural tradition
1 The Beers Goes Japan
1978 Diamonds for 50% of Japanese Brides1981 Diamonds for 60% of Japanese Brides
Case Study: Japan
Make it funcredible andmemorable
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Make it something Ireally care about
Make it fun, credibleand memorable
Make it something Ican easily tell others
Be true, so I dont liketo look like a liar
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HemingwayVan GoghChabrolSartre...
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Opinion Leaders Customers EmployeesSuccesses - Failures - Reports - MilestonesCEO Founder Products -
And the best news:
You dont even need to be creative
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Make it something Ireally care about
Make it fun, credibleand memorable
Make it something Ican easily tell others
Be true, so I dont liketo look like a liar
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Its the steak,not the sizzle baby
The key drivers for trust & closeness are
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1010101010Employee or CEO blogs
89489A visible CEO
98688Dialogue with all stakeholders
57864Well-known corporate brand
65557Socially responsible activities
65976Strong financial performance
44335Good employee and labour relations
33743Fair pricing for products & services
22211Attentiveness to customer needs
11112Quality of products & services
ESPITADEUFRAUK
Based on: Edelman Trust Barometer, 2006 attributes for building trust
The key drivers for trust & closeness arequality & service
Yet still, most consumers are left indifferent
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Customer Satisfaction Averages (scale 0-10)
44% of consumers saythe majority of their Customer Experiencesare bland...
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In fact, if asked, they mostly wont recommend a brand
BTW: The same often applies to the people working for the brand themselves
Telecom Europe = - 48%
Profusion, 2005
WE PROMISE ONE THING AND DO
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SOMETHING ELSE
90% of businesses are unable to execute
the strategy they have on paper as
only 5% of the workforceunderstands what the strategy is
60% of organisations do not linkbudgets to strategy
70% of organisations do not linkmanagement incentives to strategies
85% of executive teams spend lessthan 1 hour per month discussing
strategy
95% of senior businessleaders say Customer Experience is the nextcompetitive battleground yetnothing happens.
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THE CHOICE
If you want to influence WOM you have to convinceyour organisation to deliver what you promise
Be true,so I dont look
like a liar
In which the first step to take is confront reality
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STAFF CUSTOMERS SUPPLIERS CONSUMERS
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Make it something Ireally care about
Make it fun, credibleand memorable
Make it something Ican easily tell others
Be true, so I dont liketo look like a liar
Tell me a storythat makes my conversationsmore interesting
In which you can estimate the value you generate, so
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3Radio
4TV
4Magazines
14Other
14Retailer information
16Product/Company Information
21Internet
25Newspaper Coupons
33Word-of-mouth from family & friends
36In-store demonstration
49In-store Sales Associate%Top 3 Purchase InfluencersGood Experience
I tell 4 people
Anonymous Case:UK Consumer
Electronics
Bad ExperienceI tell 18 people
Average Sale 230
you can even make a business case for your boss
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YET REMEMBER
You can not control WOM only influence it.
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