The time for testing is over. It´s time to activate the market to support a sustainable business model.

1. A REMIX – 3
ACTIVATE THE MARKET
THE TIME OF TESTING IS OVER. ITS TIME TO ACTIVATE THE MARKET.
JOAKIM VARS NILSEN, CREATIVE STRATEGIST
twitter.com/joakimnilsen
A PART OF MCCANN WORLDGROUP

2. TO ACTIVATE THE MARKET:
A BRAND NEEDS TO HAVE A PULSE
WE´RE IN THE MARKET OF PEOPLE´S EVERYDAY LIFE, EMHANCED
DIGITALLY. WHERE…

3. …PUSHING ONE GRAND MESSAGE 1-4 TIMES A YEAR
ENDLESSLY REPEATED IN THE HOPE TO CATCH ATTENTION AND,
IN BEST CASE, BUILDING PASSIVE AWARENESS IS A DEAD END.
YOU NEED TO…

4. …DO SOMETHING 365 DAYS A YEAR…

5. … CONTINUOUSLY CREATING BETTER
VALUE EXCHANGE THAN YOUR
COMPETITORS.

6. WHY?
THE MARKET HAS FUNDAMENTALLY CHANGED.
For recap of this change please view “Power Of People – Why empowering people is key in
marketing” http://www.slideshare.net/joakimnilsen/power-of-people-1490106

7. THE MAIN PURPOSE OF A BRAND HAS ALWAYS
BEEN TO CREATE A NEW CUSTOMER.
AND MASS MEDIA WAS THE PERFECT TOOL FOR CREATING
BRAND FRIENDLY CONSUMERS
Image: @willsh

8. 20th century mass media failed because monopoly
became a substitute for meaningful value creation
whereas the deep structural change brought by the
networked information revolution – powered by new
technology - proved that…

9. …people are interested in meaningful stuff that matters
the most.
The removal of information by mass media, not increase, on behalf of
quality has made people create and emigrate to niche media and each
other for information about what matters the most.
Follow: @willsh

10. ?
THIS REQUIRES A DIFFERENT MINDSET AND APPROACH
FOR BRANDS AND MARKETING PEOPLE.

11. FOCUS TODAY
BRAND 2.0 SOCIAL MEDIA
BUSINESS
(A MODEL
WHERE ALLE
PARTICIPANTS IN
THE ECO SYSTEM
IS LOOKED UPON
AS VALUABLE)
POTENTIAL TODAY
Follow: @passitalong

12. SOCIAL MEDIA COMPLEMENTS ALL TRADITIONAL FORMS OF
ADVERTISING.
BUT YOU DON’T NEED A SOCIAL MEDIA STRATEGY. YOU NEED A
STRATEGY THAT UNDERSTANDS HOW SOCIAL MEDIA HAS
FUNDAMENTALLY CHANGED THE MARKETPLACE.

13. ON THE INTERNET EVERYONE IS
SMALL – INCLUDING BRANDS.
WE HAVE GONE FROM SCARCITY
OF MEDIA TO SCARCITY OF
ATTENTION – WHICH CANNOT BE
BOUGHT BUT EARNED..
THEREFORE…

14. …THE CHALLENGE IS HOW TO EMPOWER AND ENGAGE IN A MARKET
WHERE PEOPLE IS GETTING MORE AND DEEPER CONNECTED TO
EACH OTHER AND NOT AT LEAST – WHERE?

15. WATCHING TV?
Yes, we do. But all available
stats show the decline in effect
- lower impact and drastic fall
of % enjoying TV ads.
Also take into the
consideration the rapidly
growing trend of watching TV
on PC, PVR and the use of PC
while watching TV.

16. READING NEWSPAPERS ON- AND OFFLINE?
PEOPLE ARE MIGRATING TO NICHE NEWS SITES AND
ALSO NEWS IS GOING SOCIAL.

17. USING SMARTPHONES?
2013: MOBILE
OVERTAKE PC´S AS
MOST COMMON WAY
TO ACCESS THE
INTERNET.

18. VISITING BRAND SITES?
GO TO TRENDS.GOOGLE.COM/WEBSITES AND TYPE IN ANY BRAND. THE TREND IS
CLEAR – TRAFFIC GOING DOWN OR FLAT AT BEST. COCA-COLA.COM;

19. PEOPLE ARE MORE ONLINE THAN EVER BUT WHERE ARE THEY?
PEOPLE ARE SPENDING THEIR TIME
ON SOCIAL NETWORKS.

20. PEOPLE WANT AND NEED BRANDS, THE KIND OF
BRANDS THAT FOCUS ON CREATING
RELATIONSHIPS AND HELPING CUSTOMERS TO
GET MORE OUT OF THE PRODUCTS AND
SERVICES THEY OWN.

21. WE NEED TO GO FROM BUYING TIME
FOR PERSUADING PEOPLE TO OPEN
THEIR WALLETS TO…

22. …CREATING VALUABLE TIME THAT
MOVES PEOPLE FROM JUST LIKING
YOU TO LIKING TO BUY FROM YOU.

23. THE MAIN GOAL FOR A
BRAND TODAY IS TO
CREATE A CUSTOMER
WHO CREATES NEW
CUSTOMERS.

24. IT´S THE SOCIAL VALUE CREATED BY WHAT
YOU´RE LAUNCHING OR HOW YOU PROMOTE IT THAT
COUNTS.
70 % of the
traffic came
from users
spreading it
through
Facebook.
Client: TV 2

25. MAXIM UMUNTU NGUMUNTU NGABANTU
THEREFORE WE NEED TO SHIFT FOCUS FROM THE SELF-INTERESTED
INDIVIDUAL IN YOUR MARKETING TO GROUP DYNAMICS.
“A PERSON IS A PERSON THROUGH OTHER PERSONS”
Follow: @stoweboyd

26. WE ARE PRIMATES, SOCIAL CREATURES. WE LIKE TO SOCIALIZE.
AND WE SOCIALIZE AROUND OBJECTS. PEOPLE DON´T JUST
TALK, THEY TALK AROUND OBJECTS.
SOCIAL
OBJECT
PERSON 1 PERSON 2

27. IT´S SAID THAT “YOUR BRAND IS NO STRONGER THAN YOUR
REPUTATION – AND WILL INCREASINGLY DEPEND ON WHAT
COMES UP WHEN YOU ARE GOOGLED”
YOU NEED TO SHIFT FOCUS…

28. “THE MOST IMPORTANT WORD ON THE INTERNET IS NOT
SEARCH. THE MOST IMPORTANT WORD ON THE
INTERNET IS SHARE. SHARING IS THE DRIVER. SHARING
IS THE DNA.” H. MACLEOD
Follow: @gapingvoid

29. SHARING IS POWER IN TODAY´S SOCIALIZED
MARKETPLACE SO WE NEED TO…

30. …HELP PEOPLE DO WHAT THEY WANT, OR DO BETTER WHAT
THEY ALREADY ARE DOING BY ADDING VALUE TO PEOPLE´S
EVERYDAY LIFE…

31. …DEFINING AND CREATING SOCIAL OBJECTS,
ONE OR MANY, AND THAT WHEN SHARED ENHANCES
THE EXPERIENCE.

32. 1. TRUST.
WE LIVE IN A RELATIONSHIP ECONOMY WHERE TRANSACTIONS ARE
A BY-PRODUCT OF MEANINGFUL RELATIONSHIPS. RELATIONSHIPS
WHICH ARE A RESULT OF TRUST TO THE BRAND.
HOW DO YOU AS A BRAND BUILD TRUST?

33. 2. ACTIVATE
A BRAND BUILDS TRUST BY CONTINUOUSLY GIVING
SOMETHING OF VALUE TO EXISTING CUSTOMERS SO THAT
YOUR CUSTOMERS, THROUGH THE 365 SOLUTIONS YOU HAVE
PRODUCED AND LAUNCHED, BOTH WANTS AND ACTIVELY HELP
YOU GET NEW CUSTOMERS.

34. CREATE 365 SOLUTIONS THAT ARE A COMBINATION OF
COMMUNICATION, PLATFORM AND PRODUCT
A 365
solution,
ongoing
campaign/
product
Client: TV 2.

35. NEW TECHNOLOGY HAS CHANGED THE RULES OF WHAT WORKS.
TO ADAPT A NEW MINDSET WITHOUT A STRATEGY IS A WASTE
OF RESOURCES. BUT THOSE WHO HAVE, SUCCEEDS.

36. THE MODEL OF A MEDIA NEUTRAL PLANNING WITH ONE IDEA
BEING EXECUTED DIFFERENTLY THROUGHOUT VARIOUS
CHANNELS IS DEAD…
DM ADVERTISING
INSTORE PR
BIG IDEA
INTERACTIVE EMPLOYEES
EXPERIENCES

37. FOCUS ON SOMETHING PEOPLE CAN BRING TO THEIR NETWORKS
OR ENHANCE THE POSSIBILITY OF THEM CONTRIBUTING TO IT, BY
CREATING SOMETHING OF SHARED INTEREST.
DM ADVERTISING
Person Person
IN STORE PR
TARGET
GROUP
NETWORKS
Person Person
INTERACTIVE EMPLOYEES
EXPERIENCES

38. BEEN A YEAR OF TESTING WHILE AT THE SAME TIME SEEN THE
DRASTIC DECLINE IN EFFECT OF TRADITIONAL MARKETING
EFFORTS.
2010

39. THE TIME OF TESTING IS OVER – IT´S TIME TO ACTIVATE THE
MARKET AND BECOME THE MOST PARTICPATORY BRAND WITHIN
YOUR CATEGORY.
2011

40. USE THE INSIGHTS
OF WHAT PEOPLE DO,
NOT WHAT THEY SAY.

41. HOW TO CREATE CHANGE IN BEHAVIOUR?
IT´S PEOPLE THAT HOLDS THINGS TOGETHER THROUGH THE FLOWS
AND PATTERNS OF THEIR EVERYDAY USER BEHAVIOR SO CREATE
POSITIVE EMOTIONALLY RESPONSES BY ENABLING PEOPLE TO
CREATE SOMETHING WORTH SHARING.

42. IT´S A CLEAR CORRELATION ON I.E FACEBOOK WHAT PEOPLE SAY
AND ACT BASED ON WHAT THEIR NETWORK SAY AND ACT.

43. WHO´S INFLUENCERS ON WHAT? TOPICS? STATE OF MIND? HOW
DO THEY COMMUNICATE? AND WHERE? USE INSIGHTS ON I.E
FACEBOOK ON HOW MANY FRIENDS YOUR TARGET GROUP HAVE
TO UNDERSTAND WHAT WILL ENABLE THEM TO EXPRESS
THEMSELVES BETTER.

44. WHAT ACTIVATES PEOPLE? ON I.E FACEBOOK WHAT CREATES LIKES
OR COMMENTS? IMPORTANT INSIGHT TO BE ABLE TO BECOME
PART OF CULTURE.

45. PEOPLE LIKE TO DO STUFF
AND BE TOGETHER, BUT
THEY DO NOT KNOW WHAT
TO DO OR WHY THEY
SHOULD BE TOGETHER.

46. SOLUTION: HELP
CONNECTING PEOPLE
AND GIVE THEM
SOMETHING TO DO.
!

47. YOUR BRANDS GOALS IN 2011?
SOURCE: SURVEY OF CORPORATE SOCIAL STRATEGIST, ALTIMETER GROUP, NOVEMBER 2010 (US COMPANIES)
WEBSITE INTEGRATION
DEVELOP ONGOING DIALOG WITH CUSTOMERS
LISTENING/LEARNING
CREATING ROI MEASUREMENTS
INTERNAL EDUCATION AND TRAINING
DETERMINING AN ORGANIZATIONAL MODEL
FOSTERING WOM
FORMALIZING AN ADVOCAY PROGRAM
SOCIAL COMMERCE
MOBILE/LOCATION
APPLYING SOCIAL INSIGHTS TO PRODUCT ROADMAP
DEVELOPING A LISTENING MONITORING SOLUTION
TOOLS AND TECHNOLOGIES IN PLACE
COLLABORATING WITH CUSTOMERS
TO ACHIVE THESE GOALS YOU NEED TO:

48. 1
FOCUS ON BUSINESS GOALS.
…CREATE REVENUE, SUPPORT A SUSTAINABLE BUSINESS MODEL BY BUILDING
STRATEGIES AND SOLUTIONS THAT ACTIVATES THE MARKET.

49. 2
FOCUS ON ALIGNING BOTH BRAND
2.0 AND SOCIAL MEDIA EFFORTS.
LEADERS REALIZE THE IMPORTANCE OF BUILDING A POSITIVE AND PROACTIVE CULTURE
AND AT THE SAME TIME ENABLES THEM TO COMMUNICATE WITH THE MARKET.

50. 3
ORGANIZING INTERNALLY.
KEY FOR SUCCESS IN TODAYS NEW MARKETPLACE.

51. STRATEGY.
4
100% HOLISTIC FOCUS. EARNED, PAID AND OWNED MEDIA NEEDS TO WORK IN SYMPHONY.
A REPETETIVE STRATEGY PROCESS IS A MUST. UMAIR COINS CONSTRUCTIVE CAPITALISM,
WE NEED A CONSTRUCTIVE STRATEGY – OR PHILOSOPHY IF YOU LIKE…

52. CONSUMERS POTENTIAL NEW
CUSTOMERS
WRONG FOCUS TODAY. TO BE ABLE TO ACT MORE CONSTRUCTIVELY THAN
YOUR COMPETITORS YOU NEED TO …
ANSATTE EKSISTERENDE
KUNDER
SAMARBEIDS
PARTNERE

53. CONSUMERS POTENTIAL NEW
CUSTOMERS
FOCUS ON THE WHOLE ECO SYSTEM THAT YOUR BUSINESS IS OPERATING
WITHIN. WHY? BECAUSE THE ESSENCE OF THE NEW MARKETPLACE IS…
INTERNALLY EXISTING
CUSTOMERS
PARTNERS

54. > SHARING OF INFORMATION IN PUBLIC.
THERE WAS A TIME WHEN ONLY BRANDS, MEDIA AND THE STATE COULD PUBLISH
INFORMATION PUBLICLY. TODAY EVERYONE CAN AND CONTINUOUSLY DO IT.
AND WHEN WE KNOW WHAT BASIC PSYHCOLOGY TELLS US THAT WE AS PEOPLE HAVE A
FUNDAMENTAL NEED TO COME IN CONTACT WITH EACH OTHER:
WHO ARE YOU COMPETING AGAINST IN REGARDS TO ATTENTION?
> ALWAYS ON.
CUSTOMERS AND EMPLOYEES USE SOCIAL MEDIA, WHICH ONLY IS TOOLS ENABLING
PEOPLE TO COMMUNICATE MORE AND BETTER WITH EACH OTHER, TO BEE SEEN AND
BELONG 24/7 – 365 DAYS A YEAR.
> INCREASE IN PRODUCTIVITY OF INFORMATION.
EVERYONE PRODUCE INFORMATION TODAY. INSANE GROWTH…THERE´S NO SHORTAGE
OF SPACE ANYMORE IN THIS NEW MARKETPLACE. IMPOSSIBLE TO BUY ATTENTION:
WHAT DO YOU DO TO DESERVE ATTENTION?

55. THAT´S WHY INTEGRATION IS KEY.
DIGITAL IS NOT ONLY WHAT HAPPENS ON A BRANDS WEBSITE - DIGITAL IS
EVERYWHERE WHERE THE BRAND COMES INTO CONTACT WITH PEOPLE: SOCIAL
MEDIA, OTHER WEBSITES, BLOGGS, TRADITIONAL MEDIA SITES, SMARTPHONES ETC.
THAT’S WHY YOU NEED A HOLISTIC APPROACH TO THE REALITIES OF THE NEW
MARKETPLACE AND LOOK UPON THE WEB AS A NETWORK.
!
DIGITAL NEEDS TO BE THE CORE OF THE BRANDS BUSINESS.

56. ACTIVATE!
5
AN ACTIVATION PLAN NEEDS TO BE ACTIVATED. LAUNCH, MEASURE, MAINTAIN, ADJUST
AND REPAT OVER AND OVER AGAIN. 1-4 NEEDS TO BE IN PLACE FIRST – BUT MANY BRANDS
START 2011 WITH ASKING THE QUESTION…

57. WE GOT 25.000 FANS
ON FACEBOOK.
NOW WHAT?
ANSWER: MAKE IT AS SIMPLE AS POSSIBLE FOR PEOPLE TO SHARE YOUR (COMMON)
STORY.

58. FOCUS ON NICHE NETWORKS.
AS PEOPLE DISCOVER THAT FRIENDS ARE NOT THE BEST SOURCE FOR INFORMATION
ABOUT MANY OF THE THINGS THEY ARE INTERESTED IN. THEY SEEK AND TURN TO
LIKEMINDED NICHE NETWORKS. BUILD THEM OR SUPPORT THEM! AND BUILD THEM UPON
SOCIAL GRAPHS AS FACEBOOK OR LOCATION BASED SERVICES.
PS. I WOULD DEF. BUY A CAMERA OR HIKING BOOTS RECOMMENDED BY THE BEST BIRD
SPOTTER IN THE WORLD… AND IF I WHERE A BIRD SPOTTER, AND THEY MADE THIS SITE FOR ME –
I WOULD LOVE TO BOTH BUY FROM THEM AND HELP THEM GET NEW CUSTOMERS.
!

59. A COMMUNITY FOR MOSE PICTURE AFFICIONADOS…

60. A COMMUNITY FOR “THE LONELY SHOE”…

61. FORGET ABOUT THE CORE
PROPOSITION IN THIS NEW
MARKETPLACE.
THE MOST EFFECTIVE MARKETING CAMPAIGNS CONTAINS NO RATIONAL CONTENT.
WHAT´S IMPORTANT IS THAT THEY DIRECT PEOPLE TO ONGOING 365 DAYS SOLUTIONS.

62. FOCUS ON:
> EXISTING CUSTOMERS
> NICHE NETWORKS
> MOBILE
> SOCIAL GRAPH - ENABLING SCALE
> ADVERTISE – EMOTIONALLY AND CULTURALLY RELEVANT

63. A. BUILD LESS MICROSITES –
INTEGRATE!
!

64. B. MOBILE
PEOPLE WILL USE THE SMARTPHONE AS DEFAULT BROWSING DEVICE.
!
EUROPEANS ALREADY SPEND MORE TIME SURFING THE SMARTPHONE
THAN READING MAGAZINES OR NEWSPAPERS. SOURCE: EIAA

65. DON´T SPEND MONEY,
2011 IS THE TIME TO
INVEST IN ONGOING
365 DAYS SOLUTIONS.
REDUCE YOUR PAID MEDIA SPENDING, INCREASE DIGITAL INVESTMENTS.

66. DON´T PUSH ONE GRAND MESSAGE 1-4 TIMES A YEAR
ENDLESSLY REPEATED IN THE HOPE TO CATCH ATTENTION AND,
IN BEST CASE, BUILDING PASSIVE AWARENESS.

67. DO SOMETHING 365 DAYS A YEAR AND USE PAID MEDIA TO
KICKSTART AND TO HELP PEOPLE AFTER RATIONALIZE BEING
PART OF YOUR SOLUTIONS.

68. DO SOMETHING WITH PEOPLE

69. TELL PEOPLE WHAT YOU DO

70. CONSTRUCTIVE MARKETING
GOING FROM A PURPOSE OF CREATING A NEW CUSTOMER, TO CREATING A CUSTOMER
WHO CREATES NEW CUSTOMERS IS HARD WORK. THAT’S WHY WE NEED TO PLAN
BEYOND THE FIRST CONTACT BETWEEN PEOPLE AND THE MARKETING SOLUTIONS WE
CREATE. WE NEED TO PLAN AND ACTIVATE PEOPLE SO THAT THEY CONTINUE TO
INFLUENCE THEIR NETWORKS BOTH ON- AND OFFLINE. SO THAT WE CAN OPERATE MORE
MEANINGFULL THAN OUR COMPETITORS IN THE NEW MARKETPLACE.

71. TO ACHIVE BUSINESS GOALS:
THE WEB REPRESENTS THE WHOLE ORGANIZATION TO THE WORLD. IT´S MORE THAN A
BROCHURE ON THE WEB. IT´S EVERYTHING YOU DO. IT´S ON IT´S WAY TO BECOME THE
PLACE WHERE 100% OF YOUR MARKET HEAR ABOUT YOUR BRAND, FINDS INFORMATION
AND GET THINGS DONE.
IT´S TIME TO ROLL UP THE SLEEVES. IT´S TIME TO ACTIVATE THE MARKET.
A PART OF MCCANN WORLDGROUP

72. ACTIVATE THE MARKET A REMIX – 3
THE TIME OF TESTING IS OVER. ITS TIME TO ACTIVATE THE MARKET
THANK YOU FOR YOUR TIME!
FEEL FREE TO CONTINUE THE CONVERSATION WITH ME ON:
aresonance.posterous.com
www.twitter.com/joakimnilsen
www.linkedin.com/in/joakimnilsen
blog.mediafront.no
JOAKIM VARS NILSEN, CREATIVE STRATEGIST @mediafront – A Part Of McCann Wolrdgroup
Thanks to those who keeps sharing valuable inspiration, knowledge and always are open for
discussions. You will find them amongst the people I follow on twitter, my colleagues and lastly
but not least - our clients that has pushed and continuously added value to our knowledge at
MediaFront.
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