Marketing has changed significantly in recent years. Brands must now act as participants in online communities rather than controlling messages and audiences. People are seeking good experiences, so brands should focus on creating useful, creative, and relevant experiences for customers. If brands can improve their products and services based on customer feedback, people will recommend them positively through word-of-mouth, which is the most effective advertising.
8. “Your brand is what Google says your brand is, not what you say your brand is,”
Chris Anderson, 2006 / The Long Tail: Why the Future of Business is Selling Less of More
+ what your friends eventually say about a brand, social search is growing
(Google, Bing with Facebook and others are working on it)
it’s not only what you say about
your brand that is considered
9. fitc.ca’s spot / the last advertising agency on earth
advertising is looking for its future
10. Did you really realise all the changes ?
brieuc_s on Flickr
11. the message came from
vertical transmissions
Alex [Fino] LA on Flickr
16. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
17. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
18. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
19. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
20. “It's an application designed for (Dutch) amateur football
players, in support of their team and weekly matches. It
features official local competition details as fixtures,
tables and results, but also non-official information
uploaded by the players themselves. The app can be
embedded within social media or at the team's website,
which makes it very accessible with high viral potential.”
Adverblog
that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
21. that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
22. “The old paradigm,
a system of mass production, mass media, and mass marketing ,
is being replaced by
a totally new paradigm,
a one-to-one economic system”
Don Peppers & Martina Rogers / The one to one future
storvandre on Flickr
23. “Awareness doesn’t
really matter in a world
of overchoice”
Gareth Key’s presentation / Planning needs some planning
Rainy City on Flickr
24. brands need to think a
long term relationship
instead of short term campaigns that will bring nothing
a Dan of action on Flickr
25. short term campaigns and if your product (or
buzz will work (or not) for service) is really useful
several days (or much and relevant, people will
less). recommend it.
They won’t be efficient Slowly, but surely, it will
because there are already have the long term
∞ campaigns going... awareness it deserves...
36. “It's really hard to design products
by focus groups.
A lot of times, people don't know
what they want until
you show it to them.”
Steve Jobs, fights 25th 1998 / Business Week
photo de
May
37. “it’s what you do,
not what you say ,
that matters.”
Paul Isakson / paulisakson.com
39. Consider the neighbourhood baker...
He has a direct dialogue with its customers who ask some well or medium cooked
baguettes, others love his croissants but some of them asked for a croissant with
almounds...
The baker tries to meet their needs as much as he can and is always trying to
improve his products.
People really appreciate his bread... that’s why they do not hesitate to buy some
before having friends for diner for example.
At the end of the diner, these friends loved the bread as well and asked
“where did this excellent baguette came from ?”
That’s the way the baker works on his reputation, he makes the best bread he can
for his direct customers (the closest ones locally speaking) and improves it as much
as he can. That’s the way he will find his first “brand ambassadors”....
Maybe he could have done some very original breads or having a very different way
to sell them, he just did something that people appreciated...
They appreciated it so much that they recommend naturally the baker to their
friends...
40. calonyr11 on Flickr
in fact, internet and social media
brought us back to the baker context
41. social media give you the opportunity to
> find and understand what people need
Ben Heine on Flickr
42. social media give you the opportunity to
> have feedback on your brand and your competitors
bschmove on Flickr
43. social media give you the opportunity to
> ... to improve your products & services
detroitsky on Flickr
44. social media give you the opportunity to
> give answers and advices
a Dan of action on Flickr
45. social media give you the opportunity to
> be useful for people
Chris Wilson / the Marketing Fresh Peel
47. Thanks to all these marketing
experts for their great thoughts,
ideas and presentations...
Helge TennØ 180360720.no
Paul Isakson paulisakson.com
Seth Godin sethgodin.com
David Armano darmano.typepad.com
Faris Yakob farisyacok.typepad.com
Gareth Kay garethkay.typepad.com
Zeus Jones zeusjones.com
Ingmar de Lange brandutility.net
Josh Chambers joshchambers.com and thanks for all the Flickr
PSFK psfk.com users and their great photos.
Darwin Bell on Flickr
Mashable mashable.com
Adverblog adverblog.com
& Scanblog people
48. brieuc saffré
brand-utility.com
fluid-advance.com
slideshare.net/brieuc
twitter.com/_brieuc
bkp550 on Flickr
scanblog.com
facebook.com/scanblog
slideshare.net/scanblog
twitter.com/scanblog
June 2010