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This is a presentation Alain Thys gave Nov 29 at the Marketing3 conference at Media Plaza in the Netherlands. A big thank you to Lynette Webb who's visual posts and pictures have provided inspiration for quite a few of the slides.

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I Am The Media


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    1. FUTURELAB I AM THE MEDIA Alain Thys, Marketing3 – Nov. 29,2006 Attribution-NonCommercial 2.0 Belgium http://creativecommons.org/licenses/by-nc/2.0/be/

    2. Ceci n’est pas (just) about social media FUTURELAB

    3. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 FUTURELAB

    4. This Presentation WHILE YOU WERE SLEEPING WHERE DO WE GO FROM HERE? BRANDS AS STORYTELLERS FUTURELAB

    5. Part 1: While you were sleeping FUTURELAB

    6. The Good Ole Days of Corporate Media We will decide what you want & need Central editorial control • Government regulation (censorship) • One-way communication • Limited channels of information • FUTURELAB

    7. “Your contract with the network when you get the show is that you’re going to watch the spots … Any time you skip a commercial … you’re actually stealing the programming” Jamie Kellner, CEO of Turner Broadcasting, April 2002 (cc) Lynette Webb, 2006 FUTURELAB

    8. Yet then the power shifted Anytime - Any Place - Any Way FUTURELAB

    9. 14,463,346 auctions 200,000,000 blogs www.ebay.com 21 Nov 2006 Almost 4,000,000 articles (10 languages) >100,000,000 videos (65,000/day) 1.5 million residents “The workers should appropriate the means of production” 33,347,000 profiles FUTURELAB

    10. In which (semi-)amateurs start to “play for real” Blogs vs. Mainstream News Media : Early days, yet traffic is growing NEWS MEDIA BBC Newlsline Ticker CNN New York Times Drudge Report Washington Post Reuters Online Guardian Unlimited Al Jazeera Wall Street Journal Le Monde The Huffington Post The Economist Daily Kos (State of theNation) Crooks&Liars (John Amato) 19,550 /million 18,600 8,740 4,210 3,755 3,680 2,985 2,925 1,995 990 959 740 722 525 Xu Jing Lei 56,750/million 1,000-4,000 comments per article Every Citizen is a Reporter FUTURELAB

    11. In which (semi-)amateurs start to “play for real” YouTube TOP 3 (20 nov 2006) Evolution of Dance Pokemon Theme Music Quick Change Artists 35.7 MM 17.3 12.7 Nielsen Rating – Nov 6- Nov 12 1. 2. 3. Desperate Housewives Dancing With the Stars CSI: Crime Scene Investigation CBS ABC ABC 22.3 million 22.0 20.8 FUTURELAB

    12. For video, please check http://www.mobuzztv.com/ In which (semi-)amateurs start to “play for real” FUTURELAB

    13. While online media play catchup with traditional outlets July 2006 (cc) Lynette Webb, 2006 FUTURELAB

    14. The biggest player is The long, long, long, long, long tail 1,000-200,000 1-200,000 FUTURELAB

    15. (cc) Lynette Webb, 2006 FUTURELAB

    16. In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G) • BRANDS A US hour of prime time TV carried 21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006) • Big Six study (US): People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%) • 78.2% of Germans are irritated by advertising, only 24% actually still watches it (GfK Marktforschung) • CONSUMERS 54% of US consumers avoids products & services which “overwhelm” with advertising (Yankelovich Partners) • 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.) • RESPONSE FUTURELAB

    17. There is no apparent link between advertising awareness and GRP weight Response Philippines Australia Romania China/Shanghai India Top Graph = ad awareness - Bottom Graph = GRP Weight Illustration based on anonymised examples GRPs => Awareness => Karma => €€€  Source: Mediafuture SARL FUTURELAB

    18. 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich FUTURELAB

    19. The Consumer is a Cat FUTURELAB

    20. Part 2: Where do we go from here ? FUTURELAB

    21. THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT FUTURELAB

    22. While institutional trust is eroding Blind Faith Collectivism Command Reasoned Faith Elective Collectivism Contract People are saying: “I can no longer rely on a single source of information. The omniscient, all-powerfull source – whether a news anchor, doctor, CEO or government official – is gone. Edelman Trust Barometer, 2006 FUTURELAB

    23. People Trust People Edelman Trust Barometer 2006 When forming an opinion of a company, how credible would the information be from … % 62 62 61 58 58 53 36 33 29 19 17 16 15 Academic Doctor or similar Person like yourself/peer Financial Analyst NGO Rep Accountant Lawyer Regular employee CEO Union Entertainer PR person Blogger A person like yourself or a peer 61% 55% 51% 33% 2003 2004 2005 2006 FUTURELAB

    24. Most influential information sources in purchasing electronic goods? (TOP 3) Source % In-store Sales Associate 49 In-store demonstration 36 Word-of-mouth from family & friends 33 Newspaper Coupons 25 Internet 21 Product/Company Information 16 Retailer information 14 Other 14 Magazines 4 TV 4 Radio 3 People Trust Humans Source: CMO Council’s Retail Fluency Report, 2005 FUTURELAB

    25. This is not a “new hype” just an ignored reality 1955 Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising 1967 36% of surveyed consumers reported learning of an innovation through word-of-mouth, while 48% reported being influenced by WOM when making a purchase decision 2001 Diffusion studies found that WOM is 10x more effective than media advertising 2006 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006 FUTURELAB

    26. 4000 years of media-revolution cannot undo 2,000,000 of programming Paleolithic (stone) age “hunter- gatherer” Writing Information Age -500 -50 -3500 -2,000,000 Print TRIBAL – VERBAL – DISTRUST OF BIG TRIBES FUTURELAB

    27. RADIO, TV, PRINT, EVENTS, … ARE NICE, YET IN MY COMMUNITY I AM THE MEDIA The words I write, I speak, I film The Stories I Tell FUTURELAB

    28. In a million channel world, brands whose consumers tell the best stories, win FUTURELAB

    29. How to control millions of inaccurate and divergent conversations ? YOU DON’T Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006 (cc) Lynette Webb, 2006 FUTURELAB

    30. Brands have to become storytellers, that « light the fire » … and let go FUTURELAB

    31. Part 3: Brands as Storytellers FUTURELAB

    32. Tell me a story that makes my conversations more interesting FUTURELAB

    33. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar FUTURELAB

    34. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar FUTURELAB

    35. If you want them to talk about you make them … LOVE HATE YOU YET NEVER LEAVE THEM INDIFFERENT FUTURELAB

    36. Yet it is exactly there that most brands leave consumers “indifferent” Customer Satisfaction Averages (scale 0-10) “44% of consumers say the majority of their Customer Experiences are “bland”...” FUTURELAB

    37. 69% of consumers say emotions count for over half their customer experience RATIONAL ARGUMENTS SUPERFICIAL EMOTIONS 0.3 seconds RATIONAL DECISION MAKING IS AN ILLUSION Source data point: strategic resource development group, 2006 FUTURELAB

    38. TRADITIONAL SEGMENTATION ASSUMES EVERYONE “FEELS THE SAME” Elsa (Female/urban/mid-income/25-30 years old) 25 29 FUTURELAB

    39. TRADITIONAL RESEARCH OFTEN MISSES THE POINT It's easy to understand the survival of popular traditional techniques such as syndicated market research, simplistic quantitative surveys, and focus groups, [yet] conventional research methods often gather incomplete information. McKinsey Quarterly, November 2006 PSYCHOLOGY – ANTROPOLOGY – NEUROLOGY – SIMULATIONS - … FUTURELAB

    40. Make it something I really care about For video, go to http://www.campaignforrealbeauty.ca/flat2.asp?id=4804 GIVE MEANING GO « DEEP » FUTURELAB

    41. Brands people talk about make meaning Beyond Money CHOOSE YOUR CLASSIC For Harley video, go to: http://www.harley- davidson.com/wcm/Content/Pages/Ri ders/Creed_Video.jsp?locale=en_US &locale=en_US&bmLocale=en_US For Apple video, go to http://www.youtube.com/watch?v =4oAB83Z1ydE FUTURELAB

    42. Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar FUTURELAB

    43. Have your customers tell your story A person like yourself or your peer is seen as the most credible spokesperson about your company For the jetBlue story videos, please go to http://www.jetblue.com/experience/index.html?intcmp=story FUTURELAB

    44. THE GREATEST MARKETING STORY EVER TOLD, BY MILLIONS FUTURELAB

    45. Origins of the engagement ring Birthstones Pope Innocent III 1215 Fourth Lateran Council FUTURELAB

    46. BUT WHY THE DIAMONDS ? FUTURELAB

    47. 1938 Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer FUTURELAB

    48. Cullinan IX Europe 1938 1948 1953 1990s Cullinan III & IV FUTURELAB

    49. For Marilyn Monroe video, go to http://www.youtube.com/watch?v=p0FDGnAIWpk FUTURELAB

    50. The Result Word of mouth to the point of becoming cultural tradition Make it fun credible and memorable Case Study: Japan 1967 The Beers Goes Japan 1978 Diamonds for 50% of Japanese Brides 1981 Diamonds for 60% of Japanese Brides FUTURELAB