marketing in the social age of transparency

THOUGHT LEADER GLOBAL October 2013

Brook Calverley, Founder and Managing Partner People-Made @brookcalverley

MARKETING IN THE SOCIAL AGE OF TRANSPARENCY

THE RISE OF THE SUPER-POWERED CONSUMER

SUPER-SAVVY

SUPER-CONNECTED WITH THE POWER TO PUBLISH

THE RISE OF A NEW RELATIONSHIP BETWEEN

BRANDS X PEOPLE

PEOPLE IN CONTROL BRANDS MADE BY MANY

DEFINED BY THE EXPERIENCE DELIVERED

BRAND IS WHAT BRAND DOES

NEW GAME

1. WHAT THEY EXPERIENCE

2. WHAT THEIR

PEERS SAY

3. WHAT YOU SAY

TRUST

THE POWER AND RELEVANCE OF TRADITIONAL MARKETING HAS BEEN DIMINISHED

CONTROL INFLUENCE

WINNERS AND LOSERS

150,000 ‘LIKES’ (& 1 PROPOSAL)

We got blind-sided by two idiots with a camera and an awful idea

WHAT IS THE LESSON FOR US?

ASCENDENCY OF THE POWER, INFLUENCE AND RELEVANCE OF

INTERNAL CULTURE

YOUR CULTURE IS THE STRONGEST DETERMINATE OF WHAT

YOUR PEOPLE ACTUALLY DO

AND THEREFORE OF HOW YOUR CUSTOMERS PERCEIVE YOUR BRAND

(EAT’S STRATEGY, ETC.)

MARKETERS OVER INDEXING ON MESSAGE

UNDER INDEXING ON DELIVERY

PUTS HR IN THE DRIVING SEAT

MARKETERS AS CUSTODIANS OF

CULTURE

BRAND

MARKETING

HR SERVICE

CUSTOMER CHAMPION

MAKING IT HAPPEN

MAKE FRIENDS WITH YOUR HR PARTNERS

1. DEFINITION

2. DIAGNOSIS

3. TRANSLATION How well is your brand promise realised?

What kind of experience should you deliver?

How directive is it for your people?

WHO’S DOING IT

THE PRIZE.

PROTECTS AND ENHANCES BRAND REPUTATION INCREASES CUSTOMER ENGAGEMENT CREATES MORE AUTHENTIC EXPERIENCES DIFFERENTIATES AGAINST COMPETITORS CREATES CONSISTENCY THROUGH SINGLE VIEW OF THE BRAND

A MORE HUMAN BRAND.

THE FUTURE BELONGS TO BRANDS THAT ARE TRUE TO THEMSELVES AND TO THE PEOPLE INSIDE THEM. THOSE THAT CREATE CONNECTIONS THAT ARE HUMAN AND REAL.

THANKS.

People-Made hello@people-made.com

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