how stories and conversations are changing marketing
DESCRIPTION
Fundamental trend that changed marketing in the last few yearsTRANSCRIPT
How stories and conversations are
changing marketing (..and the world!)
01
Everybody says marketing is changing!
01a
So let’s understand
•
3. Generate customer data
What is this change
How can we use it
02
Clay Shirky on the changing media [2:00 – 4:30]
Media (and hence marketing) is becoming Conversation Centric
02a
Information centricity
02b
Entertainment Centricity
02c
Conversation Centricity
02d
Consumption to creation & participation
02e
Consumption to creation & participation
What we learn
Media is increasingly becoming conversational
People actually don’t want to be couch potatoes but want to
participate, create and share content
Hence your new media marketing strategies need to leverage this
(social) behavior of people.
03
Post a secret community
03a
Frank Warren on how secrets connect people [0:00 – 6:36]
What we learn
“Internet has helped us create silos of interest” (in the form of online
communities) – Seth Godin
You can connect with other people who share the same lifestyle,
passion, interest or cause
03b
Tribes around a cause
03c
Tribes around a passion
How to build your own tribe
Step 1: Identify a passion: Select a big lifestyle, passion or cause
Step 2: Ignite passion: Build a focused community around it
Step 3: Scale Passion: Build scale by leveraging existing social
platforms
- Gaurav Mishra
How Dell did it!
Gaurav Mishra
04
Kiva
Stories are becoming more fluid
04c
Make a wish campaign
Image credits
• http://farm3.staticflickr.com/2405/2388418126_99bb98fa36.jpg
• http://plushpossumstudio.blogspot.in/2011/02/free-antique-
advertising-ivory-soap-c.html
Template credit • www.slideshare.net/kuliza_research