Strategies to develop integrated marketing and balancing paid, earned and owned media.

1. Conversation
Marketing

2. marketing through
the Selfish Gene

3. Wow, I cant wait to talk
about your brand today

4. Its Strange,
But This does
Not Happen
Every Morning

5. Rather We Ask:
- Whats in it for me?
- How much?
- Why should I trust You
- What’s my benefit?

6. It’s That Self Gene Thing

7. The 3 Brains & the Selfish Gene
What We Think
How We Feel
Makes the Decisions
(Selfish Gene)

8. Makes the Buying Decisions
What Motivates This Lizard Brain?
How Do You Sell To This?
What Are The 6 Drivers?

9. Lets Start With Drivers
there are 6 of them:

10. 1. Me, Myself, & I

11. 2. Simple, Clear Focus

12. 3. Stories

13. 4. Patterns
& Wholeness

14. 5. Visual

15. 6. Emotional

16. Creating a Conversation:
Marketing To The Selfish Gene

18. Outbound Inbound Conversation
Marketing Marketing Marketing
Traditional New
Media People
media media
Vehicle Big idea Content Feeling
Metric Awareness Traffic Loyalty
Value Transaction Conversion Relationship
Consumer Passive Active Mobile
Type Consumer Consumer Consumer

19. Our Focus:
The Art of
Conversation

20. Today, Buying Decisions Are Driven More By
Other People’s Opinions,
Rather Than Advertising.

21. The Web Is Being Rebuilt Around People

22. Shifting Traditional Mass Market

23. To A Flatter, Fatter Bell Curve

24. Niche is Now Mass

25. Maslow and Our Selfish Gene’s
Motivation To Share
Transformation:
Meaning + Purpose
Success:
Belonging + Recognition
Survival:
Stability + Safety

26. 6 Steps
STEPS

27. Narrow The Focus

28. Find The Passion

29. Tell The Story

30. Transfer the Emotion

31. Inspire The
Gate Keepers
create niche communities that

32. Drive Adoption
create niche communities that

33. Support & Build
Though
Continuous,
Spontaneous
Acts
of
WOW’ness

34. Build Your Business Around People
& Create Better Experiences.

35. Michael Cowen
083 288 7355
mike @ brandsocial.co.za
@michael_cowen