This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013. #Kingdom13 - feedback and reactions. Ideas on Social & Innovation Waves Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be. We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution. We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online. Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups. Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too. Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels. Overall talk length: 45mins, interactive.

1. Life and the
Like Economy
Building Brands Dobro
& Loving Consumers
jutro
@HubertGrealish
Marketing Kingdom MPERA CONSULTING
Zagreb, 15 March 2013 STRATEGIC MEDIA & MARKETING

2. “Social Media is like
Some ideas on Social
teen sex, everybody
wants it yet no one “Marketing is no longer about
knows how. When the stuff that you make, but
finally happens, there’s about the stories you tell.”
surprise it’s not better.” – Seth Godin
- Overheard remarks
retweeted by Avinash
Kausfik, Google’s analytics
evangelist
“Future of online.. offline?”
“What used to be cigarette
“The minute news hits the wires, it breaks could turn into ‘social
becomes a conversation. It’s just a media breaks’ as long as there is
question of how high [the] volume [of] a clear signal and IT isn’t looking.”
that conversation will become.” – Doug – David Armano
Frisbie
“New marketing is about
“A brand is no longer what we tell the consumer it is – it is the relationships, not the
what consumers tell each other it is.” – Scott Cook medium.” – Ben Grossman
“Imagination is more important than knowledge.” – Albert Einstein.

3. Items
 I Like - Building Brands & Business
 Opinions matter
 Brand Paradigms
 Broadcast Reversal
 Opportunities for you?
 Find your Voice…!

4. Innovation Waves
water power
steam
electricity
petrochemicals
digital networks
textiles
rail
chemicals
electronics
software
iron
steel
internal- aviation
new media
combustion Globalized
engine
communities
1785 1845 1900 1950 1990 2020
first wave second wave third wave fourth wave fifth wave
Schumpeter’s waves accelerate

6. New Modern brand building …
Brand Old New
Paradigms Messages
Static
Conversations
Dynamic
Saying Doing
Look & Feel Experience
Posing Authenticity
Simplicity Depth
Touch points Engagement
Audience Community
Transactional Relationship Based
Top-down Meaningful
experience
Referencing John Grant, The Brand Innovation Manifesto (2011/12)

7. Listen Good
Know your customers
Engage Me Share their interests
Personally
Consumer conversations are already
taking place…
Seek them out and join in.
Not all content needs branding –
think topically.
Unbranded content has a role too.

8. ‘Crossing the (Digital) Chasm…’ How?
Geoffrey Moore’s – Crossing the Chasm (book)

9. Digital spends up two thirds
Study – E-consultancy Mar 2013

11. Social Media
Engagement
Intensity and way
of using social media
differs greatly
per country.

12. Social Media is a
platform
Not a solution
Conversations already taking place ….
Brand talked about
anywhere, so join in.
Lead don’t force.
Changing how you
communicate

13. How we ‘Think’ we decide
 LOSS AVERSION – we avoid risk  MONEY ILLUSION - Loyalty has a value 2%
People more motivated by fear of a pay cut is unfair, yet only a 2% rise in income
loss than hope of a gain. where there’s been 4% inflation, is
considered fair!
 CONTROL – pick your numbers
 REACTANCE – reverse psychology eg
 DENOMINATION EFFECT - penny wise
‘warning’
 ISSUES ANCHORING - Logic gets lost
 POST-PURCHASE RATIONALISATION
People will overlook product problems to
justify their purchase decision.
 BANDWAGON EFFECT – Peer influence
It’s time to engage mindsets not ‘demographics’

14. “Consumer demographics
Broadcast have overtaken
Reversal conventional branding
efforts, redefining the media
landscape.”
Shift of power from publisher to public
Consumers humanising media

15. People react
most to people…
Yet marketers still speak of
‘advertising’

16. So…
Talk to me,
Personally!
Build your company
around social

17. Know your customers and ‘their’
Listen Good interests
Engage Me
In My world

18. Trust: Somewhat or Completely
Brands do
well with
word of
mouth…
How to take
it Social?
Source: The Nielsen Company. Global survey of over 25,000
consumers online across more than 50 markets.

19. Seek your Centurions…
Take a Twitter 100
Find the influencers
and connectors
Give them a truthful
and valuable
message they can
share
Incentivize

20. Consumers
Want to
Engage &
Feedback…
Ask them to.

21. Content.
It’s Your
Story
 Intelligent Network - Reid Hoffman,
LinkedIn
 Set Values and Live by Them
 Regularly update narratives
 Keep talking… be responsive
 Relax some rules

22. Brand  Corporations: Allow personalities to breath.
Implications  Consumers: Activists react faster than Corps
& Opps?  Small Biz: Never lost the human touch
 It’s emotional: Make me laugh, make me cry!
 Campaigns: Global campaigns act local
 Word of Mouth: Feed it - fast
 Intelligent Network Use: Best channel for you?
 Curated Content: Such as @TATE!

23. Current  Mobile social – Instagram, Tumblr
and esp Pinterest 41% of consumers
Hot Spots share branded content (35%
Instagram)
 Mobile (Search/Social media) 50+%
of internet use via mobile device.
Trend: 53+% keen to mobile
purchase.
 Live experience – Continued value
in real brands activations at events.

24. Content.  Intelligent Network - what can you
supply your company networks with
It’s Your to speak about on your behalf.
Story
 Regularly update narratives
 Keep talking and testing. Finish
what you start.
 Relax certain rules. Develop brand
personas. Be human.

25. Brand  Corporates: Allow personalities to breath.
Implications  Consumers: Activists react faster than Corps.
Beyond the  SMBs: Never lost the human touch.
Likes!  Emotionally engage: Make me laugh, make me cry!
 Campaigns: Global campaigns need to be tailored.
 Word of Mouth: Best live feedback you’ll ever get.
 Curated Content: Need for new media editors.
And….
 MOBILE
 SHARING …

26.  Hubspot – think tank reports
Useful  Harvard Business Review – Case
Sites… studies, expert opinion pieces,
business &marketing insights.
 Econsultancy – reports and trends
MARKETING BUDGETS 2013 Report
It’s all in hand…

27. Imati veliki
vikend!
Idemo
@HubertGrealish
socijalne! Hubert.grealish@MPERA.com