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I Am The Media
- 1. FUTURELAB I AM THE MEDIA Alain Thys, Marketing3 – Nov. 29,2006 Attribution-NonCommercial 2.0 Belgium http://creativecommons.org/licenses/by-nc/2.0/be/
- 2. Ceci n’est pas (just) about social media FUTURELAB
- 3. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 FUTURELAB
- 4. This Presentation WHILE YOU WERE SLEEPING WHERE DO WE GO FROM HERE? BRANDS AS STORYTELLERS FUTURELAB
- 5. Part 1: While you were sleeping FUTURELAB
- 6. The Good Ole Days of Corporate Media We will decide what you want & need • Central editorial control • Government regulation (censorship) • One-way communication • Limited channels of information FUTURELAB
- 7. “Your contract with the network when you get the show is that you’re going to watch the spots … Any time you skip a commercial … you’re actually stealing the programming” Jamie Kellner, CEO of Turner Broadcasting, April 2002 (cc) Lynette Webb, 2006 FUTURELAB
- 8. Yet then the power shifted Anytime - Any Place - Any Way FUTURELAB
- 9. 14,463,346 auctions www.ebay.com 21 Nov 2006 200,000,000 blogs Almost 4,000,000 articles >100,000,000 videos (10 languages) (65,000/day) “The workers 1.5 million should residents 33,347,000 profiles appropriate the means of production” FUTURELAB
- 10. In which (semi-)amateurs start to “play for real” Blogs vs. Mainstream News Media : Early days, yet traffic is growing NEWS MEDIA BBC Newlsline Ticker 19,550 /million CNN 18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Xu Jing Lei Reuters Online 3,680 56,750/million Guardian Unlimited 2,985 Al Jazeera 2,925 1,000-4,000 Wall Street Journal 1,995 Le Monde 990 comments per The Huffington Post 959 article The Economist 740 Daily Kos (State of theNation) 722 Crooks&Liars (John Amato) 525 Every Citizen is a Reporter FUTURELAB
- 11. In which (semi-)amateurs start to “play for real” YouTube TOP 3 (20 nov 2006) Evolution of Dance 35.7 MM Pokemon Theme Music 17.3 Quick Change Artists 12.7 Nielsen Rating – Nov 6- Nov 12 1. Desperate Housewives ABC 22.3 million 2. Dancing With the Stars ABC 22.0 3. CSI: Crime Scene Investigation CBS 20.8 FUTURELAB
- 12. For video, please check http://www.mobuzztv.com/ In which (semi-)amateurs start to “play for real” FUTURELAB
- 13. While online media play catchup with traditional outlets July 2006 (cc) Lynette Webb, 2006 FUTURELAB
- 14. The biggest player is The long, long, long, long, long tail 1-200,000 1,000-200,000 FUTURELAB
- 15. (cc) Lynette Webb, 2006 FUTURELAB
- 16. • In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G) • A US hour of prime time TV carried 21 minutes of advertising, Late S DNA RB Night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006) • Big Six study (US): People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%) • 78.2% of Germans are irritated by advertising, only 24% actually still CONSUMERS watches it (GfK Marktforschung) • 54% of US consumers avoids products & services which “overwhelm” with advertising (Yankelovich Partners) • 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.) RESPONSE FUTURELAB
- 17. There is no apparent link between advertising awareness and Response GRP weight Australia Romania China/Shanghai Philippines India Top Graph = ad awareness - Bottom Graph = GRP Weight Illustration based on anonymised examples GRPs => Awareness => Karma => €€€ Source: Mediafuture SARL FUTURELAB
- 18. 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich FUTURELAB
- 19. The Consumer is a Cat FUTURELAB
- 20. Part 2: Where do we go from here ? FUTURELAB
- 21. THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT FUTURELAB
- 22. While institutional trust is eroding Blind Faith Collectivism Command Reasoned Faith Elective 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 FUTURELAB
- 23. People Trust People Edelman Trust Barometer 2006 When forming an opinion of a company, how % credible would the Academic 62 information be from … Doctor or similar 62 Person like yourself/peer 61 Financial Analyst 58 A person like yourself or a peer NGO Rep 58 61% 55% Accountant 53 51% Lawyer 36 Regular employee 33 33% CEO 29 Union 19 Entertainer 17 PR person 16 2003 2004 2005 2006 Blogger 15 FUTURELAB
- 24. Most influential information sources in purchasing electronic goods? (TOP 3) Source % In-store Sales Associate 49 In-store demonstration 36 Word-of-mouth from family & 33 friends Newspaper Coupons 25 Internet 21 Product/Company Information 16 Retailer information 14 Other 14 Magazines 4 TV 4 Radio 3 Source: CMO Council’s Retail Fluency Report, 2005 People Trust Humans FUTURELAB
- 25. This is not a “new hype” just an ignored reality 1955 Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising 1967 36% of surveyed consumers reported learning of an innovation through word-of-mouth, while 48% reported being influenced by WOM when making a purchase decision 2001 Diffusion studies found that WOM is 10x more effective than media advertising 2006 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006 FUTURELAB
- 26. 4000 years of media-revolution cannot undo 2,000,000 of programming Paleolithic (stone) age “hunter- Writing gatherer” Information Age -500 -50 -3500 -2,000,000 Print TRIBAL – VERBAL – DISTRUST OF BIG TRIBES FUTURELAB
- 27. RADIO, TV, PRINT, EVENTS, … ARE NICE, YET IN MY COMMUNITY I AM THE MEDIA The words I write, I speak, I film The Stories I Tell FUTURELAB
- 28. In a million channel world, brands whose consumers tell the best stories, win FUTURELAB
- 29. How to control millions of inaccurate and divergent conversations ? YOU DON’T Consumers are beginning in a very real sense to own our brands and participate in 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 FUTURELAB
- 30. Brands have to become storytellers, that « light the fire » … and let go FUTURELAB
- 31. Part 3: Brands as Storytellers FUTURELAB
- 32. Tell me a story that makesmy conversations more interesting FUTURELAB
- 33. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar FUTURELAB
- 34. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar FUTURELAB
- 35. If you want them to talk about you make them … LOVE YOU YOU HATE YET NEVER LEAVE THEM INDIFFERENT FUTURELAB
- 36. Yet it is exactly there that most brands leave consumers “indifferent” Customer Satisfaction Averages (scale 0-10) “44% of consumers say the majority of their Customer Experiences are “bland”...” FUTURELAB
- 37. 69% of consumers say emotions count for over half their customer experience RATIONAL SUPERFICIAL ARGUMENTS EMOTIONS 0.3 seconds RATIONAL DECISION MAKING IS AN ILLUSION Source data point: strategic resource development group, 2006 FUTURELAB
- 38. TRADITIONAL SEGMENTATION ASSUMES EVERYONE “FEELS THE SAME” Elsa (Female/urban/mid-income/25-30 years old) 25 29 FUTURELAB
- 39. TRADITIONAL RESEARCH OFTEN MISSES THE POINT It's easy to understand the survival of popular traditional techniques such as syndicated market research, simplistic quantitative surveys, and focus groups, [yet] conventional research methods often gather incomplete information. McKinsey Quarterly, November 2006 PSYCHOLOGY – ANTROPOLOGY – NEUROLOGY – SIMULATIONS - … FUTURELAB
- 40. Make it something I really care about For video, go to http://www.campaignforrealbeauty.ca/flat2.asp?id=4804 GIVE MEANING GO « DEEP » FUTURELAB
- 41. Brands people talk about make meaning Beyond Money CHOOSE YOUR CLASSIC For Apple video, go to For Harley video, go to: http://www.harley- http://www.youtube.com/watch? davidson.com/wcm/Content/Pages/Ri v=4oAB83Z1ydE ders/Creed_Video.jsp? locale=en_US&locale=en_US&bmLo cale=en_US FUTURELAB
- 42. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar FUTURELAB
- 43. Have your customers tell your story A person like yourself or your peer is seen as the most credible spokesperson about your company For the jetBlue story videos, please go to http://www.jetblue.com/experience/index.html?intcmp=story FUTURELAB
- 44. THE GREATEST MARKETING STORY EVER TOLD, BY MILLIONS FUTURELAB
- 45. Origins of the engagement ring Pope Innocent III Birthstones 1215 Fourth Lateran Council FUTURELAB
- 46. BUT WHY THE DIAMONDS ? FUTURELAB
- 47. 1938 Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer FUTURELAB
- 48. Cullinan IX Europe 1938 1948 1953 1990s Cullinan III & IV FUTURELAB
- 49. For Marilyn Monroe video, go to http://www.youtube.com/watch?v=p0FDGnAIWpk FUTURELAB
- 50. The Result Make it fun Word of mouth to the point of credible and memorable becoming cultural tradition Case Study: Japan 1967 The Beers Goes Japan 1978 Diamonds for 50% of Japanese Brides 1981 Diamonds for 60% of Japanese Brides FUTURELAB
- 51. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar FUTURELAB
- 52. FEATURES - BENEFITS VALUES - PROPOSITIONS WHERE ARE THE READY MADE STORIES ??? FUTURELAB
- 53. Hemingway Van Gogh Chabrol Sartre ... FUTURELAB
- 54. And the best news: You don’t even need to be creative Opinion Leaders – Customers – Employees Successes - Failures - Reports - Milestones CEO – Founder – Products - … FUTURELAB
- 55. No intrusive creative, yet true storycrafting 2500 years of experience meets neuro-research Make it something I can easily tell others Egocentricity Contrast Emotion Beginning & Ending Tangible Visual FUTURELAB
- 56. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar FUTURELAB
- 57. It’s the steak, not the sizzle baby FUTURELAB
- 58. The key drivers for trust & closeness are “quality & service” UK FRA DEU ITA ESP Quality of products & services 2 1 1 1 1 Attentiveness to customer needs 1 1 2 2 2 Fair pricing for products & services 3 4 7 3 3 Good employee and labour relations 5 3 3 4 4 Strong financial performance 6 7 9 5 6 Socially responsible activities 7 5 5 5 6 Well-known corporate brand 4 6 8 7 5 Dialogue with all stakeholders 8 8 6 8 9 A visible CEO 9 8 4 9 8 Employee or CEO blogs 10 10 10 10 10 Based on: Edelman Trust Barometer, 2006 – attributes for building trust FUTURELAB
- 59. Yet still, most consumers are left “indifferent” Customer Satisfaction Averages (scale 0-10) “44% of consumers say the majority of their Customer Experiences are “bland”...” FUTURELAB
- 60. In fact, if asked, they mostly won’t recommend a brand Telecom Europe = - 48% Profusion, 2005 BTW: The same often applies to the people working for the brand themselves FUTURELAB
- 61. WE PROMISE ONE THING AND DO SOMETHING ELSE 90% of businesses are unable to execute the strategy they have on paper as • only 5% of the workforce understands what the strategy is • 60% of organisations do not link budgets to strategy • 70% of organisations do not link 95% of senior business management incentives to strategies leaders say Customer Experience is the next • 85% of executive teams spend less than 1 hour per month discussing competitive battleground yet strategy nothing happens. FUTURELAB
- 62. THE CHOICE Be true, so I don’t look like a liar If you want to influence WOM you have to convince your organisation to deliver what you promise FUTURELAB
- 63. In which the first step to take is confront reality STAFF – CUSTOMERS –SUPPLIERS – CONSUMERS FUTURELAB
- 64. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar my Tell me a story that makes more interesting conversations FUTURELAB
- 65. In which you can estimate the value you generate, so you can even make a business case for your boss Good Experience Top 3 Purchase Influencers % I tell 4 people In-store Sales Associate 49 In-store demonstration 36 Word-of-mouth from family & friends 33 Bad Experience Newspaper Coupons 25 I tell 18 people Internet 21 Product/Company Information 16 Average Sale Retailer information 14 £ 230 Other 14 Anonymous Case: Magazines 4 UK Consumer TV 4 Electronics Radio 3 FUTURELAB
- 66. YET REMEMBER You can not control WOM … only influence it. FUTURELAB
- 67. FUTURELAB
Hinweis der Redaktion
- In contrast to what some of you might think. This is NOT a speech which is just about social media. While there will be a bit of that, In fact, it is much more ambitious.
- This is a speech to go beyond the hype that marketing is dead, yet look at the most important word in the thunderstorm McKinsey captured in their 2005 article. TRADITIONAL marketing is dead. Traditional, as in what we’ve been doing for the last 40-50 years. Yet rather than advise all sorts of hype activities I wanted to dig deeper and look for the opportunities which are currently untapped.
- Maar zowel omdat het trendy is te roepen dat gewone reclame dood zijn en omdat er in elk publiek altijd nog wel één of andere achterloper zit dit blijft beweren dat het doodbombarderen van mensen met reclame de manier is om sukses te halen, wil ik toch nog even de staat van de natie geven eer ik begin met hoe het dan “wel” zou kunnen.
- I want to take you back in time for a moment when what I call trendy men, smoking fat cigars and drinking way too expensive whiskey determined the one-way relationship what het media (expand to create the atmosphere of a smokey room with guys making decision.
- And they considered the relationship with the viewer a contract. And nowhere I have found this contract better described as in the words of Jamie Kellner. Quote In other words, if you do not watch the adverts we splice between the wonderful programming, you are a BAD BAD BAD consumer
- Yet then the power shifted. First we obtained the tools to take control of the one way, cnetrally directed information stream that was being pushed our way. From now on we could go straight to what we wanted, when we wanted it and how we wanted it. Suddently we could
- And if that weren’t enough, it turned out what Marx was right after all. Once the means of production were distributed, the proletarians had stood up and created their own media reality Suddently we could blog, podcast, write, produce videes, etc.
- In which some of the work we did started rivalling with traditional media programmes, even though no traditional media executive would have given this work the light of day
- In which some of the work we did started rivalling with traditional media programmes, even though no traditional media executive would have given this work the light of day
- When you look at the marketing truisms we all believe, they are being challenged by the reality many in the industry chose to ignore. For example: In the US there was great excitement that the people who bought PVRs, actually watched 12% more television that those who didn’t. This was seen as great news for television as a medium. Unfortunately a study by the big six TV networks showed that 90% of these consumers adskip (a similar study in germany put this number a little lower: at 88.2%) In Europe, more than three quarters of germans are irritated by advertising, in which only 24% still watch it . Over half of the US consumers start avoiding products & services which overwhelm with advertising And to prove that this is a universal phenemenon, according to McKinsey 85% of Chinese stop watching TV during commercial breaks. So the experts are coming to the conclusion that the traditional marketing model is being challenged and CMO’s can see the day where it will no longer work. This is also confirmed by Jim STengel, the global marketing officer at P&G who goes on the record to say that “we’re applying antiquated thinking and work systems to a world of possibilities”. Sources B78% of germans ( ( GfK Marktforschung 25/05/2004) 54% of US consumers (Yankelovich Partners, June 2005) 85% of chines (McKinsey, 2006) Traditional model is broken: McKinsey Quarterly, 2005, Number 2
- Let’s look at a few fats/facts. First of all, from a study done by our friends at Mediafuture with whom we work regularly, across a number of markets there is no apparent link between advertising awarness and GRP weight If there is no positive link, this also means there is no negative, so you can substantially cut GRP’s without losing any impact on your awareness
- And what was much, much worse for the trendy men smoking cigars, was that we didn’t like their advertising any more.
- In other words, that powerless consumer made it clear that it wasn’t the “mindless cow” the trendy men thought they could shuffle around and point into any direction they wanted. She was a cat. A cat with a mind of her own. Who doesn’t come when you call or push, yet who comes and goes when ever she pleases, only really stayed if you have something interesting to offer. If the milk is good, and she is in the mood, she may let you touch her or even display some affection, yet don’t push too hard or she will scratch … mmmiiiauw http://www.istockphoto.com/file_closeup/people_specific_attributes/age/teenagers/358940_kitsch_serie_catwoman.php?id=358940 http://www.istockphoto.com/file_closeup/agriculture_farming/livestock/cattle/1977516_cow_face_close_up_looking_at_camera_in_farmland_field.php?id=1977516
- Maar zowel omdat het trendy is te roepen dat gewone reclame dood zijn en omdat er in elk publiek altijd nog wel één of andere achterloper zit dit blijft beweren dat het doodbombarderen van mensen met reclame de manier is om sukses te halen, wil ik toch nog even de staat van de natie geven eer ik begin met hoe het dan “wel” zou kunnen.
- Because there is still one trusted medium left in the world … and that medium … is ME
- There still is trust. Remember how last year we spoke about the importance of personal networks ? People’s trust in advertisers and the media may be eroding, yet they still trust each other. Because consumers trust the stories they hear from other humans more than those they get from the media or institutions.
- In communication terms, this trust in fellow humans leads us to word of mouth, which is still the major form of communication. For half a century we have recognised WOM as an important marketing vehicle, yet have never really needed to focus on it as traditional advertising means tended to work.
- Today, we do need to focus on it. In our a world where consumers hop from one medium location to the next, we need to follow them to as many places as possible, yet also need to recognise that the stories people tell about our brand are one of the most effective media to affect our brand’s performance both in a positive and in a negative sense. Because those consumers your traditional media efforts may miss, will need to be reached through the friends that do talk to them. In short, in a million channel world, the brands whose consumers tell the best stories, win. ( click for buildup when sentence is said)
- Brands need to innovate by telling stories that engage, entertain and make the conversation of their audience/participants more interesting. Can your brand tell me a story that engages and entertains me ? Will your story make my conversations more interesting (so I want to include it in mine) ? Because if you think about it, what do you talk about when you talk a product (and I’m talking about normal people, not geeks)
- Yet delivering what you promise isn’t enough, your promise also needs to resonate.
- Yet delivering what you promise isn’t enough, your promise also needs to resonate.
- http://www.istockphoto.com/file_closeup/who/people_specific_attributes/body_parts/629223_label_reader_2a.php?id=629223 http://www.istockphoto.com/file_closeup/who/emotions/happiness/2300901_loving_young_couple_smiling.php?id=2300901 YET WHILE WE WANT “REAL LOVE” FROM OUR CUSTOMERS, WE TYPICALLY APPROACH THEM WITH RATIONAL ARGUMENTS AND SUPERFICIAL EMOTIONS Most argumentations which are given in a business or even consumer context are rational. Something is healthier, better, faster, cheaper, more durable, washes whiter etc. In all our commercial conversations and even advertisements rational thinking prevails, and IF emotion comes into play, it is usually superficial the form of the obligatory “happy people” who keep smiling because they just bought themselves the latest mobile phone, or was it a car … can you tell from the picture ?
- In which it is IMPERATIVE to let go of the orthodoxy of traditional segmentation and start looking at the people we service as “people” rather than numbers on a chart. Because traditional segmentation doesn’t really tell us a lot about the PEOPLE behind the numbers Take the case of Elsa, Same segment, yet is she the same consumer ?
- Think Different 1997
- Yet delivering what you promise isn’t enough, your promise also needs to resonate.
- The inception of the engagement ring itself can be tied to the Fourth Lateran Council presided over by Pope Innocent III in 1215 [ citation needed ]. Innocent declared a longer waiting period between betrothal and marriage; plain rings of gold, silver or iron were used earliest. Gems were important and reassuring status symbols to the aristocracy. Laws were passed to preserve a visible division of social rank, ensuring only the privileged wore florid jewels. As time passed and laws relaxed, diamonds and other gems became available to the middle class. At one time, engagement rings mounted sets of stones. One traditional sentimental pattern mounted six to celebrate the joining of two families: The birthstones of the bride's parents and the bride (on the left), and the birth stones of the groom and his parents (on the right). The parents' stones were mounted with the mother to the left of the father. The bride and groom's birthstones would be adjacent in the center. Another similar pattern, for four stones, mounted the birthstone of the parents' marriages, and the birthstones of the bride and groom. These token rings often disassembled, to expose a channel in which a lock of the suitor's hair could be treasured. The first recorded diamond engagement ring was presented by the Archduke Maximillian of Austria to Mary of Burgundy as a betrothal gift in 1477. However, the diamond engagement ring did not become the standard it is considered today until after an extensive marketing campaign by De Beers in the middle of the 20th century.
- The Great Depression was an economic downturn which started in 1929 (although its effects were not fully felt until late 1930) and lasted through most of the 1930's. It centered in North America and Europe, but had devastating effects around the world, particularly in industrialized countries.
- http://www.istockphoto.com/file_closeup/gender/female/women/2319200_engaged.php?id=2319200
- Yet delivering what you promise isn’t enough, your promise also needs to resonate.
- Humans are wired for stories The rules of storytelling exist already for thousands of years, and they have been confirmed by neuroscientists. Use them when you make your brochures, buidl your sales pitches, package your argumentation. People will better remember what you have to say and be able to pass it on. http://www.istockphoto.com/file_closeup/people_specific_attributes/age/children/450042_little_red_riding_hood.php?id=450042
- Yet delivering what you promise isn’t enough, your promise also needs to resonate.
- There are these great documents flying around on how companies are customer centric, yet then when you attend the sales meetings, the target sessions, the politics, it’s all about “shove more down their throat”. As in professional organisations people in their heart know what good things are they balance it, which means you end up in the middle.
- http://www.istockphoto.com/file_closeup/who/character_traits/idiocy/1675669_ostrich_portrait.php?id=1675669
- Yet delivering what you promise isn’t enough, your promise also needs to resonate.
- Now you don’t want to go off and finance to than take the money you saved and say thank you. The whole point of the exercise is re-allocation to where things make more money for the brand.