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Last year, I worked for a pretty modest advertising agencycalled Boondoggle in Amsterdam and Leuven.For Nike, Rabobank, KLM and several other cool brands.
Read this manual. Seriously. Read it.This year, for a company that is committed to obtain worlddomination (whatever that means), InSites Consulting.Marketing research agency turned consulting agency.
Why? Because advertising is the slow lane towards worlddomination. And I fell in love with this girl.I moved from Amsterdam to Ghent and work from Rotterdam, London and Ghent.
Honestly, sentences like the world has changed,power has shifted to the consumer, increase yourshare of conversation, consumers trust each othermost, shifting power from marketers to consumers,marketers are no longer in control, social mediastrategy and learn to lose control make me puke inmy mouth a bit.While it is really really simple.
Technology made things easier and opened up newpossibilities and niches, like TS2AS.org.Technology made things easier. Gave us reach. Made it easy to compare.
People started to be connected always, everywhere.People started to be connected everywhere.
It was never easier to find everything about everything.Google, Wikipedia and even Twitter and Facebook.
People started to out-converse brands.Brands realized they had facilitate instead of shout.
Employees started to talk.People are more authentic, more passionate and have lower overhead cost. Period.
Company culture became increasingly important.There are so many icecream brands, but the difference is in their company culture.
People got fed-up with bad customer service and arestriking back.And not with some crappy message on their blog, but with brute force.
The best advertising started to have nothing to do withadvertising: Commit acts, not ads.Albert Heijn actually helps people.
The best advertising started to have nothing to do withadvertising: Commit acts, not ads.Nike actually changes the way people run.
With change became new and different ways to earnmoney.Gym-Pact let’s people pay when they DON’t turn up in their gym.
With change came new competitors.Wakoopa once was a geek tool, now a very promising marketing research tool.
For many companies, this is pretty radical change.Not a change that was about social media aloneA real change.
Old NewMore advertising Acts, not adsSuboptimal fit New relevanceCreative idea Smart ideaUndergoing conversation Leading conversationTraditional brands Humanized brandsConsumer as customer Consumer as co-creatorTechnical benefits Emotional benefitsAcquisition Retention
Acts not ads.Great example: the small acts of fun that were planned by Volkswagen to provethat putting a little fun in people’s lives will change behavior.
New relevance.Old Spice took ‘relevance’ to the new level.
Smart ideas.Ideas that generate business and change people’s behavior.
Leading conversations.Penguin books actually reaches out to help people to talk about them.
Humanized brands.KLM surprised customers in a personal way.
Consumer as co-creator.Telenet launched a beta product, Yelo, and improved it together with theircustomers.
Emotional benefits.Actimel had to overcome negative conversations to realize they had to change theway they communicated.
Retention and advocacy.The best advertising campaign I have seen in years: a small leaflet I got fromEduardo, the owner of a pretty simple B&B in Florence.
And a last one: Create things worth sharing.Think about small things worth talking about.
It’s really simple:Act human.Build upon the things you’realready doing.Think conversations.And on top of that: here’s some structureto help you out.
Observe Facilitate JoinThe three pillars of conversation management.
Start with observing and listening.There are simple tools to observe what consumers are doing. Viasearch.twitter.com or more advanced tools. But what about customer emails?
Facilitate.Ben & Jerry’s crowdsources their marketing plan and icecream flavors via anonline platform with brand fans.Photo by jason.dsilva