marketing in the social age of transparency
DESCRIPTION
Our presentation to Thought Leader Global, Amsterdam 2013, discussing the new role of marketing in a transparent world and the need for marketers to become more involved in the internal culture of the businesses they work for.TRANSCRIPT
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 [email protected]
27 Paul St. London EC2A 4JU www.people-made.com Follow us @wearepeoplemade