marketing changed - brand utility

Marketing changed, did you notice?

Brieuc Saffré

In 2010,

br i e u c _ s o n F l i c k r

photo de fights

there are many advertisers

b r i e u c _ s o n F l i c k r

many competitors from anywhere

Ru f f y y o n F l i c k r

we live in a worlwide town

anyone is media

unmaterial goods appeared

+ what your friends eventually say about a brand, social search is growing (Google , B ing wi th Facebook and others are work ing on i t )

it’s not only what you say about your brand that is considered

“Your brand is what Google says your brand is, not what you say your brand is,”

Chris Anderson, 2006 / The Long Tail: Why the Future of Business is Selling Less of More

advertising is looking for its future

f i t c . c a ’ s s p o t / t h e l a s t a d v e r t i s i n g a g e n c y o n e a r t h

Did you really realise all the changes ?

b r i e u c _ s o n F l i c k r

the message came from vertical transmissions

A l e x [ F i n o ] L A o n F l i c k r

from audiences and channels that brands controled

L o g o r a m a

and i nterrupt ions

photo lessive now it comes from horizontal interactions

brands look for their community on arenas where they’re just participants

w a r r i o r w o m e n o n F l i c k r

that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

“It's an application designed for (Dutch) amateur football players, in support of their team and weekly matches. It features official local competition details as fixtures, tables and results, but also non-official information uploaded by the players themselves. The app can be embedded within social media or at the team's website, which makes it very accessible with high viral potential.”

Adverblog

that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)

“The old paradigm, a system of mass production, mass media, and mass marketing,

is being replaced by a totally new paradigm,

a one-to-one economic system” Don Peppers & Martina Rogers / The one to one future

s t o r v a n d r e o n F l i c k r

“Awareness doesn’t really matter in a world

of overchoice” Gareth Key’s presentation / Planning needs some planning

R a i n y C i t y o n F l i c k r

brands need to think a long term re la t ionsh ip instead of short term campaigns that will bring nothing

a D a n o f a c t i o n o n F l i c k r

short term campaigns and buzz will work (or not) for several days (or much less). They won’t be efficient because there are already ∞ campaigns going...

if your product (or service) is really useful and relevant, people will recommend it. Slowly, but surely, it will have the long term awareness it deserves...

more than story telling, “influence”, buzz, e-mailing, transmedia, advergames, etc.

S k y p e C a p t a i n o n F l i c k r

people look for (good) e x p e r i e n c e

b a l i a r t p h o t o g r a p h y . c o m o n F l i c k r

so work on the experience you propose“C h e l l e y ” o n F l i c k r

“Don’t market to customers, market to situations”

Helge Tenno’s presentation / A bigger idea

L u k e T s h a r k e o n F l i c k r

the more useful, creative, interesting, relevant and easy are the experiences you propose...

n o n a c . o n F l i c k r

the

bigger your successes will be.

i e s h a r q . o n F l i c k r

your product (or service) is your communication

th e s k y w a t c h e r o n F l i c k r

i f t h e y a p p r e c i a t e t h e p r o d u c t o r s e r v i c e ,

people will talk about it p o s i t i v e l y ( a n d t h a t ’ s t h e b e s t a d y o u c a n h a v e )

A n d r i i w o n F l i c k r

and they will interact with you to improve the experience ( i f y o u ’ r e a b l e t o )

a D a n o f a c t i o n o n F l i c k r

but innovation depends on y o u

W i e r t z S é b a s t i e n o n F l i c k r

“It's really hard to design products by focus groups.

A lot of times, people don't know what they want until you show it to them.”

photo de fights Steve Jobs, May 25th 1998 / Business Week

“it’s what you do, not what you say,

that matters.” Paul Isakson / paulisakson.com

actualy, marketing is getting back to basics

b r i e u c _ s o n F l i c k r

Consider the neighbourhood baker...He has a direct dialogue with its customers who ask some well or medium cooked baguettes, others love his croissants but some of them asked for a croissant with almounds... The baker tries to meet their needs as much as he can and is always trying to improve his products.People really appreciate his bread... that’s why they do not hesitate to buy some before having friends for diner for example. At the end of the diner, these friends loved the bread as well and asked “where did this excellent baguette came from ?”

That’s the way the baker works on his reputation, he makes the best bread he can for his direct customers (the closest ones locally speaking) and improves it as much as he can. That’s the way he will find his first “brand ambassadors”....

Maybe he could have done some very original breads or having a very different way to sell them, he just did something that people appreciated... They appreciated it so much that they recommend naturally the baker to their friends...

c a l o n y r 1 1 o n F l i c k r

in fact, internet and social media brought us back to the baker context

social media give you the opportunity to

> find and understand what people need

B e n H e i n e o n F l i c k r

social media give you the opportunity to

> have feedback on your brand and your competitors

b s c h m o v e o n F l i c k r

social media give you the opportunity to

> ... to improve your products & services

d e t r o i t s k y o n F l i c k r

social media give you the opportunity to

> give answers and advices

a D a n o f a c t i o n o n F l i c k r

social media give you the opportunity to

> be useful for people

C h r i s W i l s o n / t h e M a r k e t i n g F r e s h P e e l

remember

t r b p i x o n F l i c k r

and thanks for all the Flickr users and their great photos.

Thanks to all these marketing experts for their great thoughts, ideas and presentations...

Helge TennØ 180360720.no Paul Isakson paulisakson.com Seth Godin sethgodin.com David Armano darmano.typepad.com Faris Yakob farisyacok.typepad.com Gareth Kay garethkay.typepad.com Zeus Jones zeusjones.com Ingmar de Lange brandutility.net Josh Chambers joshchambers.com PSFK psfk.com Mashable mashable.com Adverblog adverblog.com & Scanblog people

D a r w i n B e l l o n F l i c k r

June 2010

b k p 5 5 0 o n F l i c k r

scanblog.comfacebook.com/scanblogslideshare.net/scanblogtwitter.com/scanblog

brieuc saffrébrand-utility.comfluid-advance.comslideshare.net/brieuctwitter.com/_brieuc