Marketing without advertising

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


A BIT OF HISTORY(TO READ AT HOME)


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


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


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


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


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


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


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


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”)


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


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


NOW THAT WE KNOW WHAT MARKETING IS, LET’S RECONSIDER ADVERTISING


REACHING CUSTOMERSWHAT IS THE POINT



A FEW EXAMPLES OF MARKETING WITHOUT

ADVERTISING


CONTENT MARKETINGIF YOU HAVE GREAT PRODUCTS, JUST SHOW THEM


WORD OF MOUTHTHE CUSTOMER BECOMES YOUR MARKETING DEPARTMENT


COMMUNITY ENABLINGBE THERE WHEN THEY NEED YOU


RANDOM ACTS OF KINDNESSKLM LEARNED THE VALUE OF A SMILE


YOUR CORPORATE IDENTITYZAPPOS IS FAMOUS FOR WHO THEY ARE AS A COMPANY


EDUCATE YOUR INDUSTRYMICROSOFT IS TEACHING DEVELOPERS HOW TO CODE


BE FINDABLEPEOPLE WANT TO BUY STUFF, MAKE SURE YOU’RE AVAILABLE


CUSTOMER SERVICECUSTOMER SERVICE IS NOT A COST, IT IS EVERYTHING


SHARE YOUR VALUESLACKING PRODUCT DIFFERENTIATION, PEOPLE CHOOSE

COMPANIES THEY CAN IDENTIFY WITH


ORGANIZE EVENTSLET PEOPLE HAVE A GOOD TIME


LET THEM BE PART OF YOUPEOPLE LOVE TO BE VALUED



Education

Marketing without advertising