marketing to the selfish gene -
DESCRIPTION
Strategies to develop integrated marketing and balancing paid, earned and owned media.TRANSCRIPT
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Conversation Marketing
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marketing through the Selfish Gene
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Wow, I cant wait to talk about your brand today
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Its Strange, But This does Not HappenEvery Morning
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Rather We Ask:
- Whats in it for me?
- How much?
- Why should I trust You
- What’s my benefit?
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It’s That Self Gene Thing
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Makes the Decisions How We Feel
What We Think
(Selfish Gene)
The 3 Brains & the Selfish Gene
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Makes the Buying Decisions What Motivates This Lizard Brain?How Do You Sell To This? What Are The 6 Drivers?
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Lets Start With Drivers
there are 6 of them:
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1. Me, Myself, & I
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2. Simple, Clear Focus
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3. Stories
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4. Patterns & Wholeness
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5. Visual
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6. Emotional
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Creating a Conversation:
Marketing To The Selfish Gene
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OutboundMarketing
Inbound Marketing
Conversation Marketing
Media Traditional media
New media
People
Vehicle Big idea Content Feeling
Metric Awareness Traffic Loyalty
Value Transaction Conversion Relationship
Consumer Type
Passive Consumer
Active Consumer
Mobile Consumer
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Our Focus: The Art ofConversation
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Today, Buying Decisions Are Driven More By
Other People’s Opinions,
Rather Than Advertising.
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The Web Is Being Rebuilt Around People
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Shifting Traditional Mass Market
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To A Flatter, Fatter Bell Curve
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Niche is Now Mass
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Transformation: Meaning + Purpose
Success: Belonging + Recognition
Survival:Stability + Safety
Maslow and Our Selfish Gene’sMotivation To Share
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6 Steps
STEPS
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Narrow The Focus
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Find The Passion
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Tell The Story
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Transfer the Emotion
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create niche communities that Inspire The
Gate Keepers
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create niche communities that Drive Adoption
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Support & Build
Though
Continuous,
Spontaneous
Acts of
WOW’ness
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Build Your Business Around People & Create Better Experiences.
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Michael Cowen
083 288 7355
mike @ brandsocial.co.za
@michael_cowen