A pleading for more YOU in marketing.

ramblings on social media by @tobiaswacker | v 1.0

New world order: Latest since Time magazine chose YOU as person of the year we know that it is all about… YOU!

YOU are in the middle of everything

Technology enables YOU

Sharing, rating, giving your opinion, creating your own content, developing products with other crowds, having conversation with people with same

mindset, comparing products and prices in real time, building your personal

brand, setting up a business at no costs, finding out the truth… YOU do.

Why is all about YOU? And is that new?

Hasn’t it been all about YOU, anyways?

Tough say, but it hasn’t. For marketers it has

been all about a product and its magical branding.

Before technology enabled the big YOU, marketers could push their product on a mass scale. Golden times for business,

as efficiency and simplicity generated unrivaled profits.

It is good for YOU that times have changed. Unless you are an old school marketer.

What does social media have to do with YOU?

Social networks have always been existing in human life, e.g. friends, family, work society and so on. YOU were social with these networks,

and word of mouth happened in these closed circles.

What has happened recently is the digitalization of our social networks. By having real time, location independent access to people, our social

networks have been widened and transformed into the most powerful mass media.

People are now mass media.

are social media!

If YOU are social media, what does it mean?

If you are the media, brands and marketers have to earn their media space. It’s all about your behaviour. Brands have to earn your engagement.

Cultural Brokers, Digital Creators, Experience Providers and Problem Solvers: Marketers’ roles in 2010

If it’s all about YOU and behaviour, marketers have to plan for that

If marketers enrich YOU in your lifestyle, if they are curators and creators of the best pieces of your

culture, YOU will engage.

If marketers built the best systems, listen to your demands, help you solving problems and provide YOU

with great experiences, YOU will appreciate.

How to do successful Marketing, then?

People and ideas are coming together, finally. Because they have to. So far marketers have been discussing about target groups for their products.

Putting YOU in the focus, however, didn’t happen as it was not

mandatory from a business perspective.

Great ideas made for YOU.

How to do successful Marketing, then?

Think really hard how people behave and what they want and like, this time. This is going to be the most important part from now on. Seriously.

And remember that it is about individuals.

Based on that, get your products and services right, turn them to experiences. Create outstanding ideas people want to engage with and be sure to let

people know about them. Be relevant, or be entertaining.

Make your products and services as easily available as possible and provide all relevant information to anyone who is interested.

twitter: @tobiaswacker | email: tobias.wacker@hasanpartners.fi | http://flavors.me/tobiaswacker

How about YOU?

This deck was created because marketers are lost somewhere between old and new. Although one might think that social media has gone mainstream in marketing, it didn’t. Marketers want the easy way out. Open a facebook page and launch a competition, so we have fans, so we do social. Not. The revolution we are living demands a paradigm change and a strong focus on people and earned engagement. Are YOU ready to rethink the big picture?