The Participation Economy Vlerickseminar Share Your Honey oct14_marcmichils
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Communication campaigns these days are all about participation and emotion
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The Participation Economy Vlerickseminar Share Your Honey oct14_marcmichils
- 1. The participation economy Marc Michils, CEO Saatchi & Saatchi Brussels "Share your honey" seminar, Living Tomorrow, Oct 14
- 5. Look at me! Listen to me! Pay attention to me!
- 6. We are in the era of co-communication
- 7. From uninvited to invited persuaders
- 8. Connected
- 9. People are getting smarter
- 10. PARTICIPATION MARKETING DIRECTION EMOTIONAL CONNECTIONS INFORM INSPIRE DISTURBING MESSAGES ENGAGING CONTENT
- 11. From To Mobilisation Ideas that can be advertised Product + Marketing Product = Marketing Saying things to people Doing things for / with people Fill media Create media Advertising ideas Participation
- 12. Product + Marketing Product = Marketing
- 13. The product is so cool, different, innovative, people can’t help but talk about it
- 14. Saying things to people Doing things for/with people
- 16. The consumer becomes the (co-) owner of the brand
- 17. Consumers ---> Loyal consumers ---> advocates ---> inspirational consumers
- 18. Participation Value Advertising Relationship Advocacy
- 19. Fill media Create media
- 23. T-mobile Obama Halo 3 Nike Burger King Cadbury Now Dark Knight
- 24. To mobilise people you need emotion
- 25. “ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions .” Donald B. Calne Professor of Neurology University of British Columbia
- 26. Encourages creativity Cultivates and celebrates the art of writing Sees through the eyes of a baby Fuels every child’s imagination
- 27. Love/respect axis Brands Low Love High Respect Lovemarks High Love High Respect Fads High Love Low Respect Products Low Love Low Respect
- 28. High respect High Love Low respect Low Love
- 29. Advertising ideas Ideas that can be advertised
- 30. Social media = worth of mouth that you have to earn
- 32. Attraction economy Design stores products events experiences fashion Music talent, bands, shows music videos ringtones downloads communities Experiences attractions theme parks talent events stores rankings Sisomo tv sports events drama music games online widgets Mobile sisomo games snack tv movies events communities competitions listings widgets Store experiences design events sisomo Events Talent ideas comedy music design Print magazines books posters Inspirational consumers online blogs store communities rankings Hospitality food events beverages hotels spas Entertainment movies stage shows dvd awards tv shows Gaming development characters and products product placement events and awards communities
- 36. Every touch point tells a part of the story so that it’s amplified by word-of-mouth
- 37. Social media = be open, honest & spontaneous
Hinweis der Redaktion
- 18-24 year olds consume less TV Klassieke media verliezen terrein
- Te veel en té schreeuwerige communicatie Interruption marketing From attention to attraction En dat heeft veel te maken met de explosie van de hoeveelheid reclame… er is gewoon teveel… Maar vooral ook omwille van het feit dat merken het telkenmale alleen over zichzelf hadden, we zijn jaren aan een stuk bezig geweest met aandacht vragen voor ons eigen verhaal. Met die cijfers tot gevolg…
- Digital technologies have democratized the opinion leadership Time Magazine die in 2006 ‘YOU’ verkoos als persoon van het jaar Zie Bam versus Ademloos Ademloos doet BAM en Lange wapper beven Een miljoenen organsiatie tegen enkele vrijwilligers Drie redenen 1) Slimme creativiteit van wim van hees ‘fijn stof’ 2) Het internet 3) Bam die heeft nagelaten om ook aan breed publiek uit te leggen dat de Lange wapper een slimme oplossing is voor het mobiliteisprobleem in antwerpen Mensen zeggen nu “bwah, fijn stof, een tunnel, een brig, weet ik veel, ik was in ieder geval niet betrokken door die BAM gasten dus ik stem tegen” ‘ Zie Ipod man tegen Apple De consument wordt zeer mondig
- From uninvited to invited persuaders Invitatie cultuur Geen opdringerige boodschappen Vriendelijk uitnodigen Liefst op momenten dat boodschap voor mij relevant is!!! Onder geen enkel beding opdringerig zijn Indien binnenbreken, doe het dan sympathiek en met stijl en humor Ga langs de voordeur binnen
- What marketing looks like in 2010 Focus is on the individual and their dialogue with the world
- We worden ook gewoon slimmer Vgl Dallas & 24
- EMOTIONAL MOMENTHS OF THRUTH
- The marketing experience = the product experience “ Our belief is that marketing & product have converged.” (AKQA) “ We think the future of advertising is great products that have marketing embedded in them.” (Crispin Porter + Bogusky) Let the products do the talk Proof has to be bigger than promise
- Hershey’s developed the '100 calorie bar', just because they listened to clients all over social networks talking about dieting. People were finding it difficult to re-calculate everything they ate into how much calories they exactly took in. Now 1 bar = 100 calories (not 100 gr = 150 cal and 1 bar = 70 gr so .....).
- A lot of campaigns are entertainment, which is fine. But it’s getting harder & harder to reach an audience with entertainment, because it gets dropped in an ocean of entertainment. Another very smart approach is to build the communication so that it’s useful for the people. Nike+ is probably the most famous example, with Internet adding a layer of added value on top of the product.
- Lego It is about having fans, inspirational consumers, loyalty beyond reason
- Sometimes, the best way to advertise is… well, not to advertise… If consumers are more reluctant to advertising messages, they still love good content & stories. By creating these stories, brands can engage consumers & deliver ‘entertainment’ value to them.
- New touchpoints Carrefour @ Werchter !!
- New touchpoints
- A lot of campaigns are entertainment, which is fine. But it’s getting harder & harder to reach an audience with entertainment, because it gets dropped in an ocean of entertainment. Another very smart approach is to build the communication so that it’s useful for the people. Nike+ is probably the most famous example, with Internet adding a layer of added value on top of the product.
- Organizing ideas from Lego, Pampers, tc A brand is an idea, values, consumers Pampers. When you experience the world as a baby grows and develops, you know how to make it better. It is about: Think from the consumers perspective (commercial Die Welt) Speak the same language as the consumer (commercial Berlitz)
- Lovemarks command high respect and at the same time high love among their users. We use the Love/Respect Axis to locate our clients’ business. LOW RESPECT, LOW LOVE The home of commodities. Bulk goods like steel, gravel and sand, as well as functional services such as brokerages and often government services. Zero brand heat. LOW RESPECT, HIGH LOVE The Fad Zone. The thing everyone must have today, and has forgotten about tomorrow. HIGH RESPECT, LOW LOVE This is where most major brands are stuck. Great products and services but fixed on the “-er” words. Brighter, stronger, faster, cheaper. In today’s competitive world, the –“er” words are table-stakes. People want more. HIGH RESPECT, HIGH LOVE Emotional connections, seductive attitude, irresistible appeal = LOVEMARKS
- This is a dynamic chart, it evolves over time - what is a Lovemark today can be a brand tomorrow (example: TAG Heuer - a Lovemark in the early 1990s, now a Brand). And what is a brand can easily become a product with no investment behind love and a reduction in respect.
- Different channels are used to communicate different, self-contained elements of the brand narrative, with the aim that consumers will then pull different parts of the story together themselves, generating word-of-mouth around the whole campaign… respect the look & feel of the medium, instead of the look & feel of your brand discussion of consistancy
- Sony ‘Balls’ campaign: Several million views online + 650,000 mentions on blogs etc. High impact on sales Share has risen of more than +40% Cannes Gold Lion
- Optimisme: ‘Always look at the bright side of live’, ‘elk nadeel heb zijn voordeel’ Stress bestendig: u niet laten opjagen door druk van omstandigheden, klanten etc Altijd zelf de regie in handen houden Mensen motiveren, doen bewegen Transparant, eerlijk, open
- Entoesiasme als essentie van marketing Mkt = mensen entoesiast maken voor merken Emoties en entoesiasme als motivator en als differentiator Mkt is niet: de consument naar de pijpen van de consument springen, doen wat de consument vraagt, ... hij vraagt niet, hij reageert, het bedrijf moet innovatief zijn Mkt is niet: technieken Gevaar van explosie aan technieken is dat technieken de essentie worden Fout, ter goeder trouw): de DM fans, de On Line fans, de PR fans, ... Mkt is niet: cosmetica Fout, ter kwader trouw: de irs, de politici, de rationalisten, de financiers, ... cfr Paul VdDriessche ea die marketing nog steeds als cosmetica, een truckendoos,schone strik zien Mkt essentie is: entoesiasme creëren voor een idee/visie een markt/bedrijfs visie ontwikkelen, relevant voor product en markt, konsekwent uitgedragen binnen bedrijf, met rendabele volg-groepen. Het hangt natuurlijk van het merk en het product af welke emotie je kan grijpen. Het moet juist/relevant blijven. Reclame kan niet liegen.