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“Behind the shift is a
fundamental change in Nike’s view of the role of advertising. No longer are ads primarily meant to grab a person’s attention while they’re trying to do something else — like reading an article. Nike executives say that much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions. “We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go,” said Stefan Olander, global director for brand connections at Nike. “How can we provide a service that the consumer goes, ‘Wow, you really made this easier for me’?” Source: The New York Times
Jim Stengel (CMO): “Bij alle
bedrijven die echt doorgebroken zijn, draait marketing om die relatie met hun consumenten. Je moet je open stellen, authentiek zijn. We moeten consumenten verrassen, plezieren, ze aan het lachen maken. Als je kijkt naar je persoonlijke relaties, dan draait het om geven, luisteren, liefde en empathie. Je lacht én maakt fouten. Als bedrijf doen we dat nog te weinig” Source: Molblog
Brandactivation: interaction as a strategy
“Brand activation is the integration of online and/or offline activities, by having the customer experience the brand in an active way and by giving them a part in the brand’s communication message.” Source: Thesis R. Zuidgeest Brandactivation, 2007 “With pure brand activation you do not trouble the consumer, but the brand is brought to life on such a manner that the whole target group wants and will experience the brand on an enduring manner. The consumer comes to the brand and wants to enjoy the essence of the brand.” Source: Mark Woerde, Lemz
How to connect? • Listen,
observe & try to understand • Relevancy • Open up & let the customer take control • Create the buzz • Surprise • Add value Give them an enduring brand experience Create strong word of mouth
Customer in control The move
of power from the sender to the receiver. No longer the advertiser or producer determines what the consumer (or customer) receives as messages, now the customer decides if he or she thinks it is interesting enough to check a sender’s message. And even more: the customer (co-)creates the message himself: user generated content
User generated content 100,000,000 viewers
a day 10% of total traffic online Sold after one year for 1.7 billion dollar to Google 8.200.000 articles english: 1.994.000 articles 253 languages 1 million+ contributors 135.000 photos tagged “bread” 3.293 photos uploaded in last minute
Mama’s Choice Olvarit, who urged
mothers to send in their favourite healthy baby food recipes. This resulted in a spanking new product line, Mama's Choice, which features eight winning meals, from Josine's 'French vegetables with ham' to Barbara's 'Fish stew with banana'. Needless to say, a picture of mother and child appeared on the labels of the food they CUSTOMER-MADE
MyMuesli What does mymuesli do?
Out of 75 all-organic ingredients you choose your favourites. We mix 'em together and ship your custom-made muesli (cereal) to you. Quite simple. ...one of 566.000.000.000 combinations
Pop-up dining y e a
r! for mo re than a Boo ked-out ZINGARA cucina, is a fine dining experience, housed in random, obscure locations. Just like the life of the gypsy (Zingara) We have no fixed location Weekly, our location and menu will change From carparks to laneways, bridges & galleries
Social networks A social network
focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others. Most social network services provide a collection of various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups… Strategies 1) Observe & react 2) Take part in existing communities 3) Facilitate a community
Reminder: how to connect? •
Listen, observe & try to understand • Relevancy • Open up & let the customer take control • Create the buzz • Surprise • Add value Give them an enduring brand experience Create strong word of mouth