Marketing without advertising
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Presentation NOT given at EHSAL on February 10, 2011. Instead, I just gave a talk. Excerpt on http://www.medemerkers.be/videoblog
Marketing without advertising
- 1. MARKETING WITHOUT ADVERTISING WHY BRANDING DOESNT WORK ANYMORE dinsdag 8 februari 2011
- 2. WHAT IS FACEBOOK FOR? FACEBOOK IS HERE SO I CAN MAKE FRIENDS FACEBOOK IS HERE SO I CAN MARKET MY PRODUCTS dinsdag 8 februari 2011
- 3. A BIT OF HISTORY (TO READ AT HOME) dinsdag 8 februari 2011
- 4. VALUE CREATION AT THE BAZAR THERE WAS A TIME THE BAZAR: LATE COMMERCE DIDNT EXIST MIDDLE AGES = BEGINNING OF PEOPLE WOULD LIVE ON COMMERCE THE LAND OF A LANDLORD (KING, ETC) PEOPLE MET EACH OTHER AT THE BAZAR: ONE BIG THEY WORKED FOR THE CONVERSATION OF LIFE LORD AND LIVED AT HIS MERCY RESULT: PEER 2 PEER ECONOMY EMERGED dinsdag 8 februari 2011
- 5. THE START OF CURRENCIES CONVERSATIONS AT THE PROBLEM: THE LORDS OF BAZAR ARE FACT THE LAND LOST THEIR BASED: JOE MAKES GOOD POWER SHOES, NICE BREAD,... SOLUTION: RESULT: MIDDLE CLASS CENTRALIZED AROSE (CREATED AND CURRENCY (TOOK 2 RETAINED VALUE) CENTURIES) TO REGAIN CONTROL OVER THE FREE ECONOMY dinsdag 8 februari 2011
- 6. THE INDUSTRIAL REVOLUTION REDUCED THE REQUIRED PROBLEM: WE DONT BUY SKILLS TO PRODUCE THE PRODUCTS FROM JOE STUFF THE SHOEMAKER ANYMORE. WHICH TURN PRODUCERS INTO SHOES ARE GOOD? REPLACEABLE RESOURCES SOLUTION: THE CONCEPT OF BRANDING (MASS MASS PRODUCTION= MARKETING) WAS ALIENATE WORKERS CREATED FROM VALUE CREATION dinsdag 8 februari 2011
- 7. THE CONCEPT OF BRANDING BRANDING SIMULATES THE HUMAN CONNECTION WE USED TO HAVE WITH THE PEOPLE WITH WHOM WE USED TO INTERACT IN A PEER 2 PEER FASHION. BRANDING CREATES A FACE FOR THE PRODUCT THAT WE PREFER BUYING FROM INSTEAD OF THE REAL FACE OF THE PERSON WHO USED TO PRODUCE OUR GOODS. COMPANIES LIKE TO DO THE BRAND CONVERSATION BECAUSE THEY DONT MAKE PRODUCTS THEMSELVES dinsdag 8 februari 2011
- 8. THE MASS MEDIA REVOLUTION TELEVISION ALLOWED OVER TIME WE BECAME THE BRAND ON THE TO VALUE THOSE SHOEBOX TO ARRIVE IN IMAGES MORE THEN YOUR HOME EVEN REAL PEOPLE BEFORE THE BOX ARRIVES BRANDING BECAME A METHODOLOGY TO BRANDING CREATES A REPLACE PRODUCT PRE-EXISTING RELATION VALUE WITH THE PRODUCT dinsdag 8 februari 2011
- 9. THE RISE OF THE INTERNET DECENTRALIZED INTERNET BUBBLE: RESULT OF CORPORATE ALLOWS PEER 2 PEER APPROACH TO SMALL COMMUNICATION AND INTERNET BUSINESS VALUE CREATION AGAIN BUSINESS RETURNED: EBAY, CRAIGSLIST: NICE NOW IT BECAME SOCIAL EXAMPLES OF HOW SMALL SCALE VALUE NOT CONTENT, BUT CREATION ON INTERNET PEOPLE CONNECTING TO IS POSSIBLE PEOPLE dinsdag 8 februari 2011
- 10. MARKETING ENTERS FACEBOOK PEOPLE CONNECTING TO NO: PEOPLE ARE IN PEOPLE? GREAT, LETS CONVERSATION WITH INTERRUPT THEM ONE ANOTHER BRANDS TRY TO ACT AS THEYRE NOT BEING IF THEY ARE FRIENDS CONSUMERS, THEYRE JUST PEOPLE CONSUMER IS IN CHARGE AND YOU ARE IN ITS LIKE THE BAZAR CONVERSATION WITH CONVERSATION, NOT YOUR CONSUMER? ABOUT BRANDS dinsdag 8 februari 2011
- 11. BRANDS HAVE NO PLACE BRANDS DONT HAVE A BRAND MYTHS PROTECT PLACE IN ONLINE COMPANY AGAINST CONVERSATIONS PRODUCT DEFECTS VALUE IN SOCIAL ON SOCIAL NETWORKS, NETWORK= FACTS AND INDIVIDUALS DONT GET VALUE CREATION REPUTATION BY REPEATING BRAND BRANDS= NOT VALUE MESSAGES, BUT BY PROVIDING REAL INFO PRODUCTS= VALUE (GREAT SHOES) dinsdag 8 februari 2011
- 12. PRODUCTS IN CONVERSATIONS YOU CAN SUPPLY PEOPLE COMPANY CAN SUPPORT WITH REAL INFO ABOUT THE NETWORK OF PRODUCTS SO THEY CAN PEOPLE INSTEAD OF EDUCATE THEIR FRIENDS TRYING TO REPLACE IT GOAL IS NOT TO GET ACTUALLY HAVE A REAL FRIENDS AS A COMPANY CONVERSATION: HONEST GOAL IS TO GET PEOPLE MAKE SURE SOMETHING (FANS?) TO BEFRIEND REAL IS GOING ON EACH OTHER INSIDE THE COMPANY dinsdag 8 februari 2011
- 13. SOCIAL MEDIAS PURPOSE SOCIAL MEDIA PURPOSE: IF COMPANY HAS R&D, CREATE AND EXCHANGE PRODUCTION, ETC: JUST VALUE DIRECTLY LET THEM BE WHO THEY AMONGST PEOPLE ARE. A COMPANY CAN ONLY THESE ARE GOOD TIMES: WIN IN SOCIAL MEDIA IF REALLY VALUABLE THEY CAN HELP PEOPLE PRODUCTS WILL START TO DO THAT. TO MARKET THEMSELVES dinsdag 8 februari 2011
- 14. NOW THAT WE KNOW WHAT MARKETING IS, LETS RECONSIDER ADVERTISING dinsdag 8 februari 2011
- 15. REACHING CUSTOMERS WHAT IS THE POINT dinsdag 8 februari 2011
- 16. dinsdag 8 februari 2011
- 17. A FEW EXAMPLES OF MARKETING WITHOUT ADVERTISING dinsdag 8 februari 2011
- 18. CONTENT MARKETING IF YOU HAVE GREAT PRODUCTS, JUST SHOW THEM dinsdag 8 februari 2011
- 19. WORD OF MOUTH THE CUSTOMER BECOMES YOUR MARKETING DEPARTMENT dinsdag 8 februari 2011
- 20. COMMUNITY ENABLING BE THERE WHEN THEY NEED YOU dinsdag 8 februari 2011
- 21. RANDOM ACTS OF KINDNESS KLM LEARNED THE VALUE OF A SMILE dinsdag 8 februari 2011
- 22. YOUR CORPORATE IDENTITY ZAPPOS IS FAMOUS FOR WHO THEY ARE AS A COMPANY dinsdag 8 februari 2011
- 23. EDUCATE YOUR INDUSTRY MICROSOFT IS TEACHING DEVELOPERS HOW TO CODE dinsdag 8 februari 2011
- 24. BE FINDABLE PEOPLE WANT TO BUY STUFF, MAKE SURE YOURE AVAILABLE dinsdag 8 februari 2011
- 25. CUSTOMER SERVICE CUSTOMER SERVICE IS NOT A COST, IT IS EVERYTHING dinsdag 8 februari 2011
- 26. SHARE YOUR VALUES LACKING PRODUCT DIFFERENTIATION, PEOPLE CHOOSE COMPANIES THEY CAN IDENTIFY WITH dinsdag 8 februari 2011
- 27. ORGANIZE EVENTS LET PEOPLE HAVE A GOOD TIME dinsdag 8 februari 2011
- 28. LET THEM BE PART OF YOU PEOPLE LOVE TO BE VALUED dinsdag 8 februari 2011
- 29. dinsdag 8 februari 2011