Why you and 3.000.000.000 people are the cause of the biggest marketing revolution in 50 years - And how empowering people is the Tour De Force in marketing.

1. HOW EMPOWERING PEOPLE IS THE TOUR DE FORCE IN MARKETING
JOAKIM VARS NILSEN, CREATIVE STRATEGIST
twitter.com/joakimnilsen
A PART OF MCCANN WORLDGROUP

2. 22.07.2011
First I want to tell you about the day where I experienced one of the main consequences of
the information revolution. I was nearby the Oslo bomb. But not in the center.

3. When people, like me, who came to look at what´s happened was being evacuated. I filmed
the broken shopping windows with my Smartphone and posted it on my blog. I talked
about it with people and we thought it might be a gas explosion – and I went home.

4. What I did not now was that my film clip was autoposted onto Youtube. I came home and
then suddenly discovered that I had received loads of emails and notifications from Youtube.

5. I thought it was strange, but on the other hand it was a big explosion. And it was
summertime. But then …

6. CNN asked me to call. Which I did without thinking to much about it. The person asked me
what´s happened. And I told them that I thought it was a gas explosion. Then all of a
sudden another person told me it was 5 seconds before I went live. I turned on CNN…

7. …and at the same time as I received the first question and saw my film clip on TV I
suddenly realized I was being interviewed by CNN live.

8. ?
When the interview was over. I was completely bewildered. But then I checked Twitter and
started to realize what was actually happening. This experience gave me an experience in
what the biggest change in the marketplace really is all about.

9. “It seems passé today to speak of the Internet revolution. In some
academic circles, it is positively naïve. But it should not be.
The change brought about by the networked information environment is
deep. It is structural. It goes to the very foundations of how liberal markets
and liberal democracies have coevolved for almost two centuries”
- Yochai Benkler, ‘The Wealth of Networks’

10. WE ARE IN THE MIDST
OF THE BIGGEST
MARKETING
REVOLUTION IN 50
YEARS.

11. In decades the purpose of a brand has been to create a new customer.

12. And mass media was the perfect tool to create brand friendly consumers. Like print.

13. Radio.

14. Billboards.

15. And TV.

16. ADVERTISING
1. a public promotion of some product or service
2. the business of drawing public attention to goods and services
- dictionary
ADVERTISING has been the way we have done it. With success! But what does
advertising actually mean?

17. ADVERTISING is a form of communication used to persuade an
audience - viewers, readers, listeners - to take some action with
respect to products, ideas, or services.
- wikipedia
Advertising = viewers, readers, listeners.

18. And why has the effect of only using advertising declined?

19. WTF?
What is happening?

20. Sharing information is evolutionary hardwired in us. That´s how we survived. It´s in our
DNA. And what drives the internet is not serach, its sharing. With new technology tools we
have been able to share – en masse! We have discovered that…

21. 3.000.000.000 NEW PARTICIPANTS IN THE MEDIA LANDSCAPE!
There is 3.000.000.000 new participants in the media landscape. Up until a few years ago
it was only the state, media and brands who could publish information publicly. Today its
every single one of us. Advertising as we know it – must be redefined. This is the biggest
marketing revolution since the 60-ties.

22. This is a TV ad from 2009. This is advertising. It did not, alone, do the job for Norways
biggest water brand. Decline in sales 2 years in a row.

23. WTF?
The marketing department…and us. What is happening?

24. We then redefined and identified the reason to WHY the brand was in the market. And
then dived into culture for sharing this ideal with the market. Not to create loyal
consumers, but finding ways of being loyal to them.

25. With 2.500.000 new participants in the Norwegian market landscape we wanted to
become part of the stories from and between people. People could create the movie about
their social life on Facebook. And…

26. ...they could also challenge each other to be “ready for everything”.

27. ADVERTISING IN MASS MEDIA
Yes, we made a TV commercial. And it was brilliant…

28. …in combination with…

29. ACTIVATION IN SOCIAL MEDIA
Activation in social media through the digital solutions we created.

30. It´s nice to be on Facebook. But it´s not what activates the market.

31. GROWTH
Brand
SALES
SALES
SALES
SALES
PRODUCT/ PRODUCT/ PRODUCT/ PRODUCT/ PRODUCT/
SERVICE
(A)
SERVICE
(B)
SERVICE
(C)
SERVICE
(D)
SERVICE
(E)
Idea/ Idea/ Idea/ Idea/ Idea/ Idea/
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
ACTIVATION
ACTIVATION
ACTIVATION
ADVERTISING
ADVERTISING
SOLUTION.COM
SOLUTION.COM
SOLUTION.COM
TRAFFIC
January
2012
TIME
January
2013
ACTIVATION
SOLUTION.COM/FB
FAN
A 100% holistic approach does.
BRAND.COM

32. 170.000
50%
The TV commercial was seen by viewers, some of these viewers became one of 170.000
unique participants to the digital solution. 50% of the traffic came from user generated FB
posts from activating and creating participants. And most important…

33. 22%
22% growth in sales. Empowering people and becoming part of the stories from and
between people through advertising in mass media + activating in social media gave results.

34. THE MAIN GOAL FOR A
BRAND TODAY IS TO
CREATE A NEW
CUSTOMER WHO
CREATES NEW
CUSTOMERS.

35. We have also tried to morph mass media with citizen media.

36. A small and simple solution for Big Brother on TV 2, a national TV channel´s editorial
webpage, where people could watch TV and publish posts, likes and comments on TV 2
editorial web site and also to their Facebook walls.

37. 25%
25% of the participants spread their participation on the editorial page to their friends on
Facebook (comments not included)

38. Old school advertisers VS new school social media hipsters?

39. No. It´s about a strategy that understands how social media has fundamentally changed
the marketplace.

40. ACTIVATE!
So activate people by giving them something to do – and someone to do it with.

41. People WANT to be part of the new media landscape. People are on a never-ending quest
to find something worth saying/publishing.

42. And if people have nothing to say. They say it anyway. So it´s a fantastic opportunity for
brands to become part of the stories from and between people. 3.000.000.000 stories.

43. ADVERTISE!
Use advertising to tell people what you do - and with whom.

44. GROWTH
Brand
SALES
SALES
SALES
SALES
PRODUCT/ PRODUCT/ PRODUCT/ PRODUCT/ PRODUCT/
SERVICE
(A)
SERVICE
(B)
SERVICE
(C)
SERVICE
(D)
SERVICE
(E)
Idea/ Idea/ Idea/ Idea/ Idea/ Idea/
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
ACTIVATION
ACTIVATION
ACTIVATION
ADVERTISING
ADVERTISING
SOLUTION.COM
SOLUTION.COM
SOLUTION.COM
TRAFFIC
January
2012
TIME
January
2013
ACTIVATION
SOLUTION.COM/FB
FAN
This
is
important.
But…
BRAND.COM

45. What’s most important is creative passion. The tools for conversations/stories,
ACTIVATION, is social media technology and advertising formats. But the criteria for
success is what’s being produced. It needs to be strong enough to become a social
currency.

46. I TELL MY FRIENDS ABOUT YOUR BRAND NOT BECAUSE I LIKE
YOUR BRAND - BUT BECAUSE I LIKE MY FRIENDS. – Mike Arauz
Marketing needs to empower everyone, not make the brand act like it is everyone.

47. The CEO of LEGO was interviewed after presenting incredible positive financial results
this year. And he got the following question.

48. “What market share do you aim for worldwide, and where should the growth come from?”

49. He answered: “I have no specific market share goals for LEGO. We are measuring our
success on customer satisfaction and on how many recommends LEGO products to
others – so our growth and market share is just a result of this strategy.”

50. 1
BRANDS ARE
DRIVEN BY
GROWTH
To grow you need to measure positive changes in TRUST, QUALITY and most important of
all HOW MANY PEOPLE TALK ABOUT YOUR BRAND off- and online. These are the
most important goals for growing. And to grow we need to…

51. 2
CULTURE IS
DRIVEN BY
CREATIVITY
Become part of culture by adding value to what people are most passionately about. How
about stop creating media plans – and instead create interest plans? To create something
that becomes a social currency requires creative passion! And this need to be created
based on…

52. 3
PEOPLE ARE
DRIVEN BY
NEEDS
Insights of what people are driven by – something activation solutions will give you over
time! Listening and conversation is overrated. What is lacking is leadership. Be bold and
create marketing solutions that inspires action by activating the market. Because…

53. HOW EMPOWERING PEOPLE IS THE TOUR DE FORCE IN MARKETING
JOAKIM VARS NILSEN, CREATIVE STRATEGIST
twitter.com/joakimnilsen
A PART OF MCCANN WORLDGROUP