A presentation on the new media landscape affecting modern brands. Created using other great slideshare presentations, this presentation showcases some great brands who 'get' modern day marketing

1. THE NEW MARKETING LANDSCAPE A presentation by Dan Pankraz Senior Planner Clemenger BBDO, Sydney 8 th September 2008

4. TREND 1: THE CHANGING CONVERSATION

5. THE CHANGING MEDIA LANDSCAPE

7. MORE SIMPLY PUT…. Social Media is about people having conversations online..

8. THE CONVERSATIONS ARE POWERED BY

12. Social networking sites are officially more popular than porn sites Source: Time, October 13,2007

13. PEOPLE ARE INTERACTING AND SHARING LIKE NEVER BEFORE

14. WHICH MEANS A GROWTH IN THE LAYMAN EXPERT CONSUMER WHO KNOWS EVERYTHING

15. THE NEW COMMUNICATION MODEL IS A DIALOGUE

16. CLASSICAL MARKETING

17. NEW MARKETING FLIPS THE FUNNEL

18. Source: Neil Perkins slideshare presentation

19. WHERE EFFECTIVE COMMUNICATION COMBINES BOTH MEDIA DIMENSIONS Source: Scholz & Friends slideshare presentation

22. WHAT DOES THIS MEAN FOR BRANDS? BE HONEST….THIS IS THE ERA OF TRANSPARENCY CREATE OPPORTUNITIES FOR PEOPLE TO FEEL THEY OWN THE BRAND BY GIVING THEM SOMETHING TO TALK ABOUT SPARK CONVERSATIONS IN CULTURE, NOT ADS

23. TREND 2: GIVE IT UP FOR THE CONSUMER DJS

24. CONSUMERS ARE NOW IN CONTROL

25. Source: Faris Yakob ‘Convergence Culture’ presentation

26. Source: Faris Yakob ‘Convergence Culture’ presentation

27. Source: Faris Yakob ‘Convergence Culture’ presentation

28. PARTICIPATION IS THE NEW WORLD ORDER OF MARKETING Source: David Armano ‘Logic & Emotion’ blog

29. A BIG SHIFT FROM MONOLOGUE ADVERTISING TO CONVERSATIONAL ADVERTISING/COMMUNICATION Source: David Armano ‘Logic & Emotion’ blog

31. EMPOWERING CONSUMERS TO GET INVOLVED

32. AND CUSTOMISE TO THEIR HEARTS CONTENT

33. CREATING BRAND PROPERTIES YOUTH ORGANICALLY CAN SPOOF IS THE ULTIMATE SIGN OF BRAND RESPECT

34. JONES SODA HAVE DEVELOPED A CULT LIKE FOLLOWING BY ALLOWING CUSTOMERS TO DESIGN THE LABELS Coke has also gotten in on this trend.. but done it poorly

35. WHAT DOES THIS MEAN FOR BRANDS? FOCUS ON CONSUMER PARTICIPATION IN IDEAS, NPD CREATE IDEAS WHICH ARE ‘OPEN SOURCE’ AND CAN BE PLAYED WITH DON’T TRY AND CONTROL THE CONVERSATION, TRY TO ENABLE, INSPIRE OR INFLUENCE

36. TREND 3: TRANSMEDIA STORYTELLING

39. MEDIA NEUTRAL PLANNING ONE THOUGHT ENDLESSLY RE-ITERATED Source: Faris Yakob’ Convergence Culture’ presentation

40. TRANSMEDIA PLANNING Non linear brand narrative DIFFERENT BITS IN DIFFERENT PLACES, FORMING BRAND COMMUNITIES WHO RECOMPILE THEM Source: Faris Yakob’ Convergence Culture’ presentation

41. OASIS –THE STORY OF CACTUS KID Flickr Sightings Source:runcactuskidrun.com

42. ALTERNATE REALITY GAMES INVOLVING CONSUMERS

43. DECODING THE DARK KNIGHT VIRAL

44. WHAT DOES THIS MEAN FOR BRANDS? HOW CAN WE LEVERAGE THE PASSION OF OUR USER BASE? THINK OF OUR BRANDS AS STORYTELLERS, HOW CAN WE GET CONSUMERS INVOLVED IN OUR BRAND NARRATIVES DON’T BE SCARED TO USE DIFFERENT MEDIA TO TELL DIFFERENT PARTS OF A STORY

45. TREND 4: ENABLING RELATIONSHIPS AND COMMUNITY

46. NIKE + RUNNING COMMUNITY

47. Source: David Knox Slideshare presentation

49. WHAT DOES THIS MEAN FOR BRANDS? THINK ABOUT PARTNERSHIPS WITH BRANDS WHO HAVE SIMILAR CORE VALUES HOW CAN WE INCLUDE EXPERIENTIAL MARKETING INTO THE PRODUCT EXPERIENCE? THINK ABOUT HOW WE CAN CREATE BRAND FANS BY PROVIDING INTERESTING CONSUMER EXPERIENCES

50. TREND 5: THE SPEEDING UP OF COOL

51. THE NEW COOL HUNTERS Late 1990S EXCLUSIVE Early 2000S MAINSTREAM 2008 EXCLUSIVE ONLINE COOL HUNTERS WILL BECOME ALTERNATIVE REFERENCE POINTS FOR 18-28 YEAR OLD OPINION LEADING CONSUMER SERVING AS ORGANIC GUIDES THAT HAVE MORE CREDIBILITY AND NICHE RELEVANCE COOL COOL COOL

52. 2 2 2 3 A NEW SWARM OF ONLINE TRENDSPOTTERS SERVE AS SELF APPOINTED FEELERS FOR UNDERGROUND CULTURAL BLIPS

53. ‘ COOL’ TRAVELS AT LIGHTNING SPEED VIA THE WEB INVERTING THE ADOPTION CURVE AS TRENDS ARE ADOPTED AND HIT THE MAINSTREAM FAR QUICKER THAN EVER BEFORE Old Adoption Model New Adoption Model Influencers Early adopters Followers Quick

54. WHAT DOES THIS MEAN FOR BRANDS COOL HUNTERS = ALTERNATIVE REFERENCE POINTS ON YOUTH CULTURE HOW DO WE SEED NEW PRODUCTS AND IDEAS WITH COOL HUNTERS AND GET THE RIGHT AMBASSADORSHIP ? FINDING OPPORTUNITY COOL GETS INTO MAINSTREAM FAR QUICKER = SHORTER INCUBATION PERIOD NEED A CONSTANT STREAM OF INNOVATION WHICH ARE SEEDED THROUGH ONLINE SOURCES