E = wMC2

The Ten C2C Marketing

ManifestoYuswohady

MarkPlus Insitute of Marketing

2Marketing ENERGY Word of MOUTH (MOUSE)

Customer COMMUNITY

Offline

Online

2Marketing ENERGY Word of MOUTH (MOUSE)

Customer COMMUNITY

“LOW BUDGET HIGH IMPACT”MARKETING

Offline

Online

Janganlah Anda bekerja kerasuntuk pelanggan.

Pelangganlah yang bekerja kerasuntuk Anda.

WHY “LOW BUDGET HIGH IMPACT”?

Adapted from: Robert T. Kiyosaki

From INDIVIDUAL customer to NETWORKED members

B

C C C

C

C

C

B

INDIVIDUAL NETWORKED

The future of marketing is

Social Marketing

THE

MANIFESTO

Web 2.0. has unleashed the extraordinary power ofNETWORKED customers.

Manifesto # 1

WELCOME TO THE C2C REVOLUTION

Global Web 2.0 Landscape

Your customers are EVANGELIST.They are your voluntary sales force.

Manifesto # 2

#1 CONSUMER TRUST

13

LAW OF FEW

10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%

Your core competence is CONNECTING your customers

Manifesto # 3

Web/Internet is first tool that enables “many to many” or group-based relationships

(n= # of nodes)

Metcalfe’s Law: n2

Reed’s law: 2n

at n=15: 225 for Metcalfe’s Law32,768 for Reed’s Law

HBR February 2001

Web Collaboration/Community Theory

Treat your customer as MEMBER. Find their collective identity,purpose, and passion.

Manifesto # 4

Segment your market based on community’s collective identity, purpose, and passion

The Message:

Person needs to communicate itself,and EXPRESS it’s personal aspirations.Market become human

Manifesto # 5

Auto BlackThrough Community

FACILITATING is your “reason for being”

Manifesto # 6

Weddingku.com Community

AUTHENTICITY is your lifetime differentiator

Manifesto # 7

In the experience-driven economy consumers respond to what is engaging, personal, memorable, and above all, AUTHENTIC

Pine & Gilmore

Iwan Fals is authentic, not fake

Your brand is a CULT. Create ideology around it and spread to your believers.

Manifesto # 8

Law # 8The Cult of Mac

Mac User Community

Your products and servicesshould beCONTAGIOUS

Manifesto # 9

Product with Extraordinary Features

Trust is the real currency.Join the honestCONVERSATION!!!

Manifesto # 11

Fun Fearless Female Community

Engage your most passionate customers to CO-CREATE solutions.

Manifesto # 11

Engage your most passionate customers to CO-CREATE solutions.

#1 EVANGELIST#2 CONNECTING#3 MEMBER#4 EXPRESS #5 FACILITATING#6 AUTHENTIC#7 CULT#8 CONTAGIOUS#9 CONVERSATION#10 CO-CREATION

THE TEN MANIFESTOS

E = wMC2 is…