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Chief Friendship Officer
1.
the chief friendship
officer
2.
how ‘Friendship’ makes
your brand relevant (again)
3.
well, maybe not
this kind of Friendship
4.
but……
5.
“Houston…We have a
problem.” “Houston…we have a problem.”
6.
marketers “Houston…We have
a problem.” “Houston…we have a problem.”
7.
old economy =
- one-way - product centric - control http://www.flickr.com/photos/schlegl/1564272357/
8.
equals: old marketing
formula…. http://www.flickr.com/photos/spine/380346749/
9.
confusion x
reach = profit
10.
38% trust TV
commercials* 40% trust emails from brands* 39% trust print ads in magazines*
11.
12.
‘Friendship’ centric
13.
sharinghttp://www.flickr.com/photos/misbehave/2352753067/sizes/l/
14.
equals: new marketing
formula http://www.flickr.com/photos/respres/3231178720/
15.
convenience x trust
x relation = profit
16.
90% trust recommendations
from people known 70% trust customer opinions posted online 40% trust conversations with company employees
17.
> 1980 1980-2005
2005 <
18.
in the people
economy, we trust our ‘Friends’ http://www.flickr.com/photos/pinksherbet/179279964/sizes/z/in/photostream/
19.
“a friendship is
based on trust and equal give and take between the two parties”
20.
21.
22.
if relevant to
my ‘friends’, then probably also to me
23.
24.
there is no
problem as long as you….
25.
do epic shit
26.
or you’re…….
27.
not epic, but
highly relevant
28.
there is a
problem when you’re not epic and/or only slightly relevant
29.
not epic
30.
“Advertising is the
price companies pay for being unoriginal” Yves Behar
31.
what now? http://www.flickr.com/photos/esparta/482348262/
http://www.flickr.com/photos/esparta/482348262/
32.
listen totheconversations I
havewith my ‘Friends’
33.
or facilitate ‘Friendship’
34.
Nike +
35.
but….
36.
the company's communication
with the outside world is a reflection of internal culture and must be consistent
37.
so, if challenges
us to… http://twitpic.com/photos/eefmeijerink
38.
http://www.flickr.com/photos/stainedglasswaterfall/2615543276/
39.
managers marketeers “Houston…We
have a problem.” “Houston…we have a problem.”
40.
companies should develop
and stimulate an internal culture of trust and equal give and take between parties
41.
sure, most will
agree….
42.
but: what we
say we will do, is not always what we actually do…..
43.
44.
http://www.flickr.com/photos/wongjunhao/2268294578/
45.
so we need
new forms of leadership
46.
we need leaders
that nurture followership and ‘friendship’
47.
bridging the internal
organization and the outside world
48.
“when the winds
of change blow, some build walls, others build windmills" http://www.flickr.com/photos/digital_junkie/2918438926/sizes/z/in/photostream/
49.
mennolanting@gmail.com www.twitter.com/mlanting www.mennolanting.nl
www.linkedin.com/in/mennolanting