Our presentation to Thought Leader Global, Amsterdam 2013, discussing the new role of marketing in a transparent world and the need for marketers to become more involved in the internal culture of the businesses they work for.

1. MARKETING IN THE SOCIAL AGE OF TRANSPARENCY
THOUGHT LEADER GLOBAL
October 2013
Brook Calverley,
Founder and Managing Partner People-Made
@brookcalverley

2. THE RISE
OF THE SUPER-POWERED CONSUMER
SUPER-SAVVY
SUPER-CONNECTED
WITH THE POWER TO PUBLISH

3. THE RISE
OF A NEW RELATIONSHIP BETWEEN
BRANDS X PEOPLE
PEOPLE IN CONTROL
BRANDS MADE BY MANY
DEFINED BY THE EXPERIENCE DELIVERED

4. BRAND IS
WHAT BRAND DOES

5. NEW GAME

6. TRUST
1. WHAT THEY
EXPERIENCE
2. WHAT THEIR
PEERS SAY
3. WHAT YOU SAY

7. THE POWER AND RELEVANCE OF
TRADITIONAL MARKETING
HAS BEEN DIMINISHED
CONTROL
INFLUENCE

8. WINNERS AND LOSERS

12. 150,000 ‘LIKES’
(& 1 PROPOSAL)

15. We got blind-sided by two
idiots with a camera and an
awful idea

16. WHAT IS THE LESSON
FOR US?

17. ASCENDENCY OF
THE POWER, INFLUENCE AND RELEVANCE OF
INTERNAL CULTURE

18. YOUR CULTURE
IS THE STRONGEST DETERMINATE OF WHAT
YOUR PEOPLE ACTUALLY DO
AND THEREFORE OF HOW
YOUR CUSTOMERS PERCEIVE YOUR BRAND

19. (EAT’S STRATEGY, ETC.)

20. MARKETERS
OVER INDEXING ON MESSAGE
UNDER INDEXING ON DELIVERY
PUTS HR IN THE DRIVING SEAT

21. MARKETERS AS
CUSTODIANS OF
CULTURE

22. MARKETING
BRAND
HR
SERVICE

23. CUSTOMER
CHAMPION

24. MAKING IT HAPPEN

25. MAKE FRIENDS WITH YOUR HR PARTNERS

26. 1. DEFINITION
What kind of experience should you deliver?
2. DIAGNOSIS
How well is your brand promise realised?
3. TRANSLATION
How directive is it for your people?

27. WHO’S DOING IT

30. THE
PRIZE.

31. PROTECTS AND ENHANCES BRAND REPUTATION
INCREASES CUSTOMER ENGAGEMENT
CREATES MORE AUTHENTIC EXPERIENCES
DIFFERENTIATES AGAINST COMPETITORS
CREATES CONSISTENCY THROUGH SINGLE VIEW
OF THE BRAND

32. A
MORE
HUMAN
BRAND.

33. THE FUTURE BELONGS TO BRANDS THAT
ARE TRUE TO THEMSELVES AND TO THE
PEOPLE INSIDE THEM.
THOSE THAT
CREATE CONNECTIONS
THAT ARE
HUMAN AND REAL.

34. THANKS.
People-Made
hello@people-made.com
27 Paul St. London EC2A 4JU
www.people-made.com
Follow us @wearepeoplemade