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A story about the history of marketing
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MARKETING WITHOUT ADVERTISING
WHY BRANDING DOESN’T WORK ANYMORE
dinsdag 8 februari 2011
WHAT IS FACEBOOK FOR?
FACEBOOK IS HERE SO I CAN MAKE FRIENDS
FACEBOOK IS HERE SO I CAN MARKET MY PRODUCTS
dinsdag 8 februari 2011
A BIT OF HISTORY(TO READ AT HOME)
dinsdag 8 februari 2011
VALUE CREATION AT THE BAZAR
THERE WAS A TIME COMMERCE DIDN’T EXIST
PEOPLE WOULD LIVE ON THE LAND OF A LANDLORD (KING, ETC)
THEY WORKED FOR THE LORD AND LIVED AT HIS MERCY
THE BAZAR: LATE MIDDLE AGES = BEGINNING OF COMMERCE
PEOPLE MET EACH OTHER AT THE BAZAR: ONE BIG CONVERSATION OF LIFE
RESULT: PEER 2 PEER ECONOMY EMERGED
dinsdag 8 februari 2011
THE START OF CURRENCIES
CONVERSATIONS AT THE BAZAR ARE FACT BASED: JOE MAKES GOOD SHOES, NICE BREAD,...
RESULT: MIDDLE CLASS AROSE (CREATED AND RETAINED VALUE)
PROBLEM: THE LORDS OF THE LAND LOST THEIR POWER
SOLUTION: CENTRALIZED CURRENCY (TOOK 2 CENTURIES) TO REGAIN CONTROL OVER THE FREE ECONOMY
dinsdag 8 februari 2011
THE INDUSTRIAL REVOLUTION
REDUCED THE REQUIRED SKILLS TO PRODUCE STUFF
TURN PRODUCERS INTO REPLACEABLE RESOURCES
MASS PRODUCTION= ALIENATE WORKERS FROM VALUE CREATION
PROBLEM: WE DON’T BUY THE PRODUCTS FROM JOE THE SHOEMAKER ANYMORE. WHICH SHOES ARE GOOD?
SOLUTION: THE CONCEPT OF BRANDING (MASS MARKETING) WAS CREATED
dinsdag 8 februari 2011
THE CONCEPT OF BRANDING
BRANDING SIMULATES THE HUMAN CONNECTION WE USED TO HAVE WITH THE PEOPLE WITH WHOM WE USED TO INTERACT IN A PEER 2 PEER FASHION.
BRANDING CREATES A FACE FOR THE PRODUCT THAT WE PREFER BUYING FROM INSTEAD OF THE REAL FACE OF THE PERSON WHO USED TO PRODUCE OUR GOODS.
COMPANIES LIKE TO DO THE BRAND CONVERSATION BECAUSE THEY DON’T MAKE PRODUCTS THEMSELVES
dinsdag 8 februari 2011
THE MASS MEDIA REVOLUTION
TELEVISION ALLOWED THE BRAND ON THE SHOEBOX TO ARRIVE IN YOUR HOME EVEN BEFORE THE BOX ARRIVES
BRANDING CREATES A PRE-EXISTING RELATION WITH THE PRODUCT
OVER TIME WE BECAME TO VALUE THOSE IMAGES MORE THEN REAL PEOPLE
BRANDING BECAME A METHODOLOGY TO REPLACE PRODUCT VALUE
dinsdag 8 februari 2011
THE RISE OF THE INTERNET
DECENTRALIZED
ALLOWS PEER 2 PEER COMMUNICATION AND VALUE CREATION AGAIN
EBAY, CRAIGSLIST: NICE EXAMPLES OF HOW SMALL SCALE VALUE CREATION ON INTERNET IS POSSIBLE
INTERNET BUBBLE: RESULT OF CORPORATE APPROACH TO SMALL INTERNET BUSINESS
BUSINESS RETURNED: NOW IT BECAME SOCIAL
NOT CONTENT, BUT PEOPLE CONNECTING TO PEOPLE
dinsdag 8 februari 2011
MARKETING ENTERS FACEBOOK
PEOPLE CONNECTING TO PEOPLE? GREAT, LET’S INTERRUPT THEM
BRANDS TRY TO ACT AS IF THEY ARE FRIENDS
CONSUMER IS IN CHARGE AND YOU ARE IN CONVERSATION WITH YOUR CONSUMER?
NO: PEOPLE ARE IN CONVERSATION WITH ONE ANOTHER
THEY’RE NOT BEING CONSUMERS, THEY’RE JUST PEOPLE
IT’S LIKE THE BAZAR CONVERSATION, NOT ABOUT BRANDS
dinsdag 8 februari 2011
BRANDS HAVE NO PLACE
BRANDS DON’T HAVE A PLACE IN ONLINE CONVERSATIONS
VALUE IN SOCIAL NETWORK= FACTS AND VALUE CREATION
BRANDS= NOT VALUE
PRODUCTS= VALUE
BRAND MYTHS PROTECT COMPANY AGAINST PRODUCT DEFECTS
ON SOCIAL NETWORKS, INDIVIDUALS DON’T GET REPUTATION BY REPEATING BRAND MESSAGES, BUT BY PROVIDING REAL INFO (“GREAT SHOES”)
dinsdag 8 februari 2011
PRODUCTS IN CONVERSATIONS
YOU CAN SUPPLY PEOPLE WITH REAL INFO ABOUT PRODUCTS SO THEY CAN EDUCATE THEIR FRIENDS
GOAL IS NOT TO GET FRIENDS AS A COMPANY
GOAL IS TO GET PEOPLE (FANS?) TO BEFRIEND EACH OTHER
COMPANY CAN SUPPORT THE NETWORK OF PEOPLE INSTEAD OF TRYING TO REPLACE IT
ACTUALLY HAVE A REAL CONVERSATION: HONEST
MAKE SURE SOMETHING REAL IS GOING ON INSIDE THE COMPANY
dinsdag 8 februari 2011
SOCIAL MEDIA’S PURPOSE
SOCIAL MEDIA PURPOSE: CREATE AND EXCHANGE VALUE DIRECTLY AMONGST PEOPLE
A COMPANY CAN ONLY WIN IN SOCIAL MEDIA IF THEY CAN HELP PEOPLE TO DO THAT.
IF COMPANY HAS R&D, PRODUCTION, ETC: JUST LET THEM BE WHO THEY ARE.
THESE ARE GOOD TIMES: REALLY VALUABLE PRODUCTS WILL START TO MARKET THEMSELVES
dinsdag 8 februari 2011
NOW THAT WE KNOW WHAT MARKETING IS, LET’S RECONSIDER ADVERTISING
dinsdag 8 februari 2011
REACHING CUSTOMERSWHAT IS THE POINT
dinsdag 8 februari 2011
dinsdag 8 februari 2011
A FEW EXAMPLES OF MARKETING WITHOUT
ADVERTISING
dinsdag 8 februari 2011
CONTENT MARKETINGIF YOU HAVE GREAT PRODUCTS, JUST SHOW THEM
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WORD OF MOUTHTHE CUSTOMER BECOMES YOUR MARKETING DEPARTMENT
dinsdag 8 februari 2011
COMMUNITY ENABLINGBE THERE WHEN THEY NEED YOU
dinsdag 8 februari 2011
RANDOM ACTS OF KINDNESSKLM LEARNED THE VALUE OF A SMILE
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YOUR CORPORATE IDENTITYZAPPOS IS FAMOUS FOR WHO THEY ARE AS A COMPANY
dinsdag 8 februari 2011
EDUCATE YOUR INDUSTRYMICROSOFT IS TEACHING DEVELOPERS HOW TO CODE
dinsdag 8 februari 2011
BE FINDABLEPEOPLE WANT TO BUY STUFF, MAKE SURE YOU’RE AVAILABLE
dinsdag 8 februari 2011
CUSTOMER SERVICECUSTOMER SERVICE IS NOT A COST, IT IS EVERYTHING
dinsdag 8 februari 2011
SHARE YOUR VALUESLACKING PRODUCT DIFFERENTIATION, PEOPLE CHOOSE
COMPANIES THEY CAN IDENTIFY WITH
dinsdag 8 februari 2011
ORGANIZE EVENTSLET PEOPLE HAVE A GOOD TIME
dinsdag 8 februari 2011
LET THEM BE PART OF YOUPEOPLE LOVE TO BE VALUED
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dinsdag 8 februari 2011