Transcript Youtube Revolution

Marketing 2.0 for Competitive
Advantage
Youtube
What makes it significant?
A Crisis?
• “Today’s marketing world is broken…We are
still too dependent on marketing tactics that
are not in touch with today’s consumer”
– Jim Stengel, Global Marketing Officer, Procter &Gamble
• “Used to be, TV was the answer. The only
problem was it stopped working sometime
around 1987.”
– President GM North America
• “Broadcasting an ad on television or in a
newspaper is admitting you have no idea who
your customers are.”
– Gary Loveman, CEO, Harrah’s
• Today the customer is in charge and whoever is
best at putting the customer in charge makes all
the money. Stephen F. Quinn, Senior vice president for marketing, WalMart.
• Consumers wrest control away from brand
management control freaks...get over it. Turning
your brand over to the consumer is taking control
- and in fact, if you do, they'll return it to you in
better shape. Russ Klein, President for global marketing, innovation and
strategy, Burger King
Answer these questions:
• In one sentence: what is YouTube?
• Is the logic of YouTube limited to digital
products?
• Is YouTube about production or
consumption?
In your group…
• …describe a competition for your
organization.
• Anticipate the consequences. What can
happen?
• Could your organization handle it?
• How could you minimize downsides,
maximize upside?
What is Web 2.0 Marketing
anyway?
Define the Characteristics:
• Collective intelligence:
– Initially developed by Howard Rheingold. It
means: “The result of cooperation is ‘superior’
to the sum of all the contributions of the
group’s members.”
– Examples?
– Marketing Implications?
• The user is the producer:
– The idea of the ‘prosumer’.
– Examples?
– Marketing Implications?
• Thin clients:
– Idea of light programming and mash-ups where
websites can be built very rapidly by using existing
objects or even objects and pieces of code or data
drawn from existing websites. These existing
websites can also be external. A typical mash-up
example is that of websites which use Internet
maps (mainly from Google), in order to make geolocalisation possible.
– Examples?
– Marketing Implications?
• The web as a platform:
– This is the recycling of the ‘old’ (2000+)
application service provision (ASP) concept.
Now usually called Software as a service
(SaaS). The idea is to use the network as a
repository, and to avoid “thick” clients.
– Examples?
– Marketing implications?
Moment of Honesty
• Do we really have a definition of Web 2.0?
• If I were to do one this is probably it:
– “Maybe it is a ‘new’ Internet and if it is, it is more
about concepts than definition. In my view, it centers
around:
• freedom of expression
• horizontal innovation
• enabling openness, connectivity, and exchange of
information
• (most importantly?) respect of individuals as contributors
Group Exercise
• What do you consider Japanese Airline’s most
pressing online marketing challenge today?
• What do you consider Matrix and Crew BOS
Ltd’s most significant online marketing challenge
in the (near to medium) future?
• Take a page from the Youtube-revolution and
develop one specific campaign for one specific
objective.
Let’s hear it…
Let’s take a break!