Transcript Tools of Web 2.0 Marketing

Marketing 2.0 for Competitive
Advantage
• 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
Let’s brainstorm:
• What is traditional Marketing and MarCom
all about?
• What is different about Web 2.0/Social
Media Marketing?
Let’s do an exercise…
Of Influentials and Search
Engines
•Bloggers
•Podcasters
•Videobloggers
•Sneezers
•Digg
•Technorati
•del.icio.us
•Flickr
•Google
21ST Century Marketing
Challenges
• Twitter, ‘nough said…
• FRAGMENTATION!!
– Attention
– Demand
• Fragmentation makes
– reaching
– keeping the attention of your customer
ever harder.
Interruption
• Does Customer Interruption still work?
Web 2.0 Marketing Experiments
shows two things:
• Consumers love to interrupt!
• Consumers love to talk!
Changes your Relationship
• From ‘selling to customers’ to ‘hosting
guests’
• From ‘controller’ of design, R&D,
communication etc. (ie. creator, inventor,
teller of stories) to ‘enabler’ of innovation,
R&D, communication (ie. resource for acts,
ideas, stories told by others).
3 Strategic Implications
• Valorize Social Communication
• Brand and Market Leadership through
Thought Leadership
• Relevance only matters
Let’s Summarize
• Marketing faces new challenges
– Attention, niche demand, value of social communication
• A new medium changes relationships
– From customer to guest
– From teller of stories to resource for stories
• Brand Value:
– Brand means authentic thought leadership (not one-way interruptions)
– Brand value depends on the amount (and maybe quality) of social
communication