Falling in Love 2.0 Relationship marketing for the ... - Marketing... · Facebook generation ......

Danny Meadows-Klue: Danny@DigitalStrategyConsulting.com

Falling in Love 2.0Relationship marketing for the Facebook generationThe rules of the marketing game have changed. The command and control television era where big brands delivered heavyweight messaging every night to the nation, has finally melted away. In its place a radically new structure has emerged that will dominate the next twenty years of marketing. Cultural evolution, catalysed by technology and typified by the web, has empowered media-savvy consumers with the tools to filter and select in a way never before possible. Customer expectations are huge and brands are failing. Trust has switched from institutions to friends, and the barriers to the flow of information have melted. The smallest of customers can have the loudest of voices. Society will never go back.

Marketing to the Facebook generation

Summary handouts from Digital Marketing Academy

Relationship marketing to the Relationship marketing to the FaceBookFaceBook generationgeneration

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Danny Meadows-KlueCEO, Digital Training AcademyCEO, Digital Strategy Consulting

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Danny@DigitalStrategyConsulting.com+44 (0) 20 7244 9661

About these notes

These notes are the handout materials to accompany the lecture series about Marketing to the FaceBook generation and the academic paper in the Journal of Data, Direct and Digital Marketing.

The argument is that the principles of marketing are changing fast and that the new digital toolkits have created a set of economics of individuality that were not possible before.

As society has changed, consumers looked for individuality and the web has unlocked a massive shift in consumer attitudes and behaviours, releasing pent-up demand for change in the relationships between firms and their customers.

The scale of change is compared to the arrival of television, and parallels drawn in the challenges of a new media appearing in the marketing industry.

A series of themes for successful marketing to the FaceBook generation are highlighted. They include the migration from interruptive to engagement marketing, the role of social media to facilitate conversations about a brand, the timeshifting and personal scheduling of media and the potential for customers to become content creators.

We argue there are five clear principles that are replaced in the digital networked society and that there are five further shifts. By harnessing these, marketers can produce more engaging material and more impactful communications.

What to do nextWhat to do next……Now get your downloads…

Course handouts and accompanying study materials:

1. Discussion / commentYou can post your questions in the online classroomwww.DigitalTrainingAcademy.com/web2

2. Reports on ‘Blended’ marketing and ‘Digital Media Planning’Download these reports that accompany the talkwww.DigitalStrategyConsulting.com/insight

3. Fortnightly digital marketing news serviceSign up so you can learn more about online marketing www.DigitalStrategyConsulting.com/digitalbriefings

Media evolves Media evolves

Marketing evolvesMarketing evolves

http://www.digitaltrainingacademy.com/casestudies/

Media evolvesMedia evolves

This talk: what we coverThis talk: what we cover……• Customer individuality evolved;

but did marketing?• The web was only a catalyst• Paradigm shifts demand new models• This decade is the transition;

We are the transition generation of marketers• Social media and social networks:

new landscapes• There’s a new digital media literacy• The consequences for marketers are manifold• Real relationship marketing: Love 2.0• Potential for relationship marketers

The web as a catalystThe web as a catalystChange in marketing was already under way

Change already underwayChange already underwayWhich profile reveals most?Option 1: ABC1 Male 35-54Option 2: Claimed lifestyle preferences

Paradigm shifts Paradigm shifts demand new modelsdemand new modelsEngagement replaces interruption

If your approach to marketing does not adapt, it will weaken to the point of failure.

Understand the new rules and engage on their terms.

Case studies Case studies DigitalTrainingAcademy.comDigitalTrainingAcademy.com

Engagement Engagement How do brands treat customers?How do brands treat customers?

Marketing to the Marketing to the FacebookFacebook generationgeneration……

Celebrate individuality ……get the technologies working for youget the technologies working for you

Case study Case study Amazon.comAmazon.com: :

People who like this also like thisPeople who like this also like this

Mass, meaningful Mass, meaningful personalisationpersonalisation

Champion brand truths ……Be truthful and passionateBe truthful and passionate

Case study Case study Dove Dove

Champion brand truthsChampion brand truths

Dove: Campaign for real beautyDove: Campaign for real beauty

Since 2000, the Dove brand has been an online pioneer. Their work with the IAB and MSN in North America created landmark research in optimising the media budgets in a campaign between the web and TV. In 2007 their integrated marketing work in the "Campaign for real beauty" saw the brand repositioned as it triggered a massive wave of discussion and debate about what beauty is all about. Dove's ownership of the space, and the extensive reach of their viral messaging, is a great model for other brands to consider. This video clip was at the heart of the effort and it is an excellent example of how the web could be used by a consumer brand to build community, debate and discussion. It’s also creating challenges for regulators who are considering how online advertising works.

Timing: on their terms ……personal media schedulingpersonal media scheduling

Case studies Case studies BBC.co.ukBBC.co.uk

Personal media schedulingPersonal media scheduling

Engage; don’t shout ……create marketing that invites attentioncreate marketing that invites attention

Case studies Case studies LastMinute.comLastMinute.com

Engagement and integration in digitalEngagement and integration in digital

Participation & service ……Creating services customers loveCreating services customers love

Case studiesCase studiesSTA Travel STA Travel

Engagement: services customers loveEngagement: services customers love

A A blogblog for every customerfor every customer……

Photos, maps, memoriesPhotos, maps, memories

Creativity and expression ……Customers as content creators Customers as content creators

Case studies Case studies You Tube You Tube

Creativity of a thousand filmmakersCreativity of a thousand filmmakers

YouTubeYouTube: : Spreading brand passions Spreading brand passions PotterPotter--mania on You Tubemania on You Tube

Engaging on their terms ……Getting the tone of voice right across the web Getting the tone of voice right across the web

Case studyCase studySnowbooksSnowbooks

Creativity on a small budgetCreativity on a small budget

SnowbooksSnowbooks

Case studyCase studySun MicrosystemsSun MicrosystemsCorporations with a voiceCorporations with a voice

Sun's President and COO Jonathan Schwartz blogs

http://blogs.sun.com/jonathan

Corporations in conversationCorporations in conversation

Champion personality ……Be a person, not a corporation, in the conversationBe a person, not a corporation, in the conversation

Case study Case study Will it blend? Will it blend?

Champion personalityChampion personality

Will it blend?Will it blend?

How do you make kitchen electricals sexy? Take some heavyweight appliances, a heap of schoolboy mischief, a chef in a white coat, a sprinkle of viral marketing and a splash of social media; then pour the contents into a blender and watch the ingredients bond together to create the perfect recipe for viral marketing. WillItBlend has become legendary in less than six months. It’s made Tom a superstar, transformed a parochial firm into a global brand and boosted sales of $800 smoothie makers. Few firms have the nerve, vision, guts or raw creativity to try this; but when you get the formula right, the results taste awesome.

Social media and Social media and social networkssocial networksNew landscapes

Digitisation of social networksDigitisation of social networks

The harnessing of the infrastructure of the digital networked society to accelerate social networks, creating new models for interaction and new expectations for participants

1. Existing networks move to online2. Existing networks accelerate3. New types of networks evolve

Which brands?Which brands?The big brands…• MySpace• FaceBook• YouTube• Yahoo• MSN

…and thousands more social tools that connect people together: from Twitter to Email.

Follow the customerFollow the customer’’s journeys journey

Case studies Case studies Organ donation: simply email a friend Organ donation: simply email a friend

Organ donation: Organ donation: social marketingsocial marketing

Takeout: Marketing through Takeout: Marketing through social networkssocial networks

Reaching out to customers in a way that makes them want to engage with you and tell their friends.

So marketing to the FaceBook generation means rethinking all of their networks, not just the major social media brands.

Digital media Digital media literacyliteracyThere’s a new digital media literacy emerging among consumers and marketers

Digital media literacy Digital media literacy acclimatisationacclimatisation

The (gradual) narrowing of the gap between how the tools of the digital networked society can be used effectively, and how they are used in practice; representing social, political and commercial risk, that remains into the medium term

Customers are learning how to use the new toolsMarketers are learning how to use the new tools

Which means a few brands misunderstood engagement and didn’t realise these spaces were about conversations.

Case studies Case studies DigitalTrainingAcademy.comDigitalTrainingAcademy.com

Takeout: Digital media literacy Takeout: Digital media literacy acclimatisationacclimatisation

Digital marketing is getting tougher to get right; consumers are exercising more control and screening out the messages they don’t connect with.

Time is the Time is the currency that currency that countscounts

Takeout: Time with mediaTakeout: Time with media

Radical changes in the time we each choose to spend with each media channel, and a wireless revolution in when and how we can access.

Marketing strategies have to respond.

Real relationship Real relationship marketingmarketing

Relationship marketing to the Facebook

generationBuilding relationships and engagement between

consumers and their brands

New potential for New potential for relationship relationship marketersmarketers

“Firms don’t change the way they behave; people do.”

Falling in Love 2.0Falling in Love 2.0

Implications Implications & takeouts& takeouts

TakeoutsTakeouts10 implications10 implications

Digital’s 5 things that get replaced

1. Diversity and self-expression replaces conformism and unity

2. The media of the masses replaces mass media

3. Granular insights and data replaces generalisation

4. Engagement replaces interruption

5. Conversations in marketing replace control

Digital’s 5 things that get created

1. Empowerment creates customers in control

2. Digital channels create time

3. Time creates communication opportunities

4. Opportunity creates competitive advantage

5. Transparency creates accountability

And hurdle the barriers of choice, measurability, targeting

What to do nextWhat to do next……Now get your downloads…

Course handouts and accompanying study materials:

1. Discussion / commentYou can post your questions in the online classroomwww.DigitalTrainingAcademy.com/web2

2. Reports on ‘Blended’ marketing and ‘Digital Media Planning’Download these reports that accompany the talkwww.DigitalStrategyConsulting.com/insight

3. Fortnightly digital marketing news serviceSign up so you can learn more about online marketing www.DigitalStrategyConsulting.com/digitalbriefings

www.DigitalTrainingAcademy.com/web2www.DigitalTrainingAcademy.com/web2

Danny Meadows-Klue: Danny@DigitalStrategyConsulting.com

Falling in Love 2.0Relationship marketing for the FacebookgenerationThe rules of the marketing game have changed. The command and control television era where big brands delivered heavyweight messaging every night to the nation, has finally melted away. In its place a radically new structure has emerged that will dominate the next twenty years of marketing. Cultural evolution, catalysed by technology and typified by the web, has empowered media-savvy consumers with the tools to filter and select in a way never before possible. Customer expectations are huge and brands are failing. Trust has switched from institutions to friends, and the barriers to the flow of information have melted. The smallest of customers can have the loudest of voices. Society will never go back.

Falling in Love 2.0 Relationship marketing for the ... - Marketing... · Facebook generation ......

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