MARKETINGBECOMES

H O R I Z O N T A LYuswohady

MarkPlus Insitute of Marketing

THE BOOK

Mr. President’s New Job: SALESMAN!!!

H O R I Z O N T A L P O L I T I C I A N

…and McCain is vertical

My.BarackObama.com

Melalui My.BarackObama.comObama mengumpulkan hampir 1 miliardolar dana kampanyenya dari JUTAAN

donatur “gurem” yang bisamenyumbang hanya 5 dolar per

orangnya

WOW… THAT’S GRASS ROOT MARKETING!!!

Obama at Facebook

Obama at Facebook

Obama has 1.7 mio friends in Facebook

McCain has 550.000 friends in Facebook

October 2008

Obama at YouTube

Senjata Pamungkas Obama: Blackberry

HORIZONTAL

Politician Goes Horizontal…

Politician Goes Horizontal…

Politician Goes Horizontal…

ANYWAY…WHAT IS

H O R I Z O N T A L MARKETING

1 to Many(Mass Marketing)

1 to1(D-base Marketing)

Many to Many(Viral Marketing)

Consumer Goodsi.e. Unilever

Company asBroadcaster

Banks & Financialsi.e. Citibank

Company asPartner

Community-Driven Productsi.e. Facebook

i.e. Harley Davidson

Company asConnector

VERTICAL HORIZONTAL

www.youtube.comwww.metacafe.comwww.slideshare.comwww.wikipedia.comwww.flickr.comwww.scribd.comwww.facebook.comwww.myspace.comwww.changethis.comwww.secondlife.com

SITES YOU MUST VISIT

AWAS!!!

H O R I Z O N T A L BEATS

V E R T I C A L

Britannica vertical; Wikipedia horizontal

Windows vertical; Linux horizontal

Internet Explorer vertical; Firefox horizontal

Getty Images vertical; Flickr horizontal

Major label vertical; Indie label horizontal

Websites vertical; blog horizontal

Mass media vertical, Social media horizontal

“One-to-many” vertical; “many-to-many” horizontal

Wikipedia beats Britannica

Linux beats Windows

Firefox beats Internet Explorer

Blog beats websites

Social media beats mass media

Evangelist beats salesman

Citizen journalism beats mainstream media

“Many-to-many” beats “one-to-many”

THE MESSAGE

YOU MUST

The

is here

2Marketing ENERGY Word of MOUTH (MOUSE)

Customer COMMUNITY

Offline

Online

THE

MANIFESTO

Janganlah Anda bekerja kerasuntuk pelanggan.

Pelangganlah yang bekerja kerasuntuk Anda.

WHY “LOW BUDGET HIGH IMPACT”?

Adapted from: Robert T. Kiyosaki

#1 NETWORKED#2 EVANGELIST#3 CONNECTING#4 MEMBER#5 EXPRESS #6 FACILITATING#7 AUTHENTIC#8 CULT#9 CONTAGIOUS#10 CONVERSATION#11 CO-CREATION

THE 11 MANIFESTO

E = wMC2 is…

Web 2.0. has unleashed the extraordinary power ofNETWORKED customers.

Manifesto # 1

Global Web 2.0 Landscape

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

Manifesto # 2

Manifesto # 2

Manifesto # 2

Forum KomunikasiAlumni ESQ

Your core competence is CONNECTING your customers

Manifesto # 3

BCA’s Connected Customers

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

Manifesto # 4

Auto BlackThrough Community

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

Manifesto # 5

WELCOME TO THE

NARCISSISTICWORLD

BLOGGER ADALAH MAHLUK PALING NARSIS DI DUNIA

FACILITATING is your “reason for being”

Manifesto # 6

Marketing is not about SELLINGIt’s not about ADVERTISING It’s even not about MARKETING MIX

Manifesto # 6

It’s about FACILITATING

C2C Marketing: The Elshinta Way

AUTHENTICITY is your lifetime differentiator

Manifesto # 7

HD is authentic, not fake

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

Your products and servicesshould beCONTAGIOUS

Manifesto # 9

Products that Advertise Themselves

Anthurium

The DARK SIDE of WEB 2.0

#1 They are DUMBER than we were at their age#2 They’re SCREENAGERS, Net addicted, losing their social skills and

they have no time for sport and healthy activities.

#3 They have NO SHAME#4 They STEAL#5 They’re VIOLENT#6 This is the latest narcissistic “ME” generation.

#7 They have NO VALUES and they DON’T CARE about anyone else.

Source: Grown Up Digital, Don Tapscott, 2009

Gen Z

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

Manifesto # 10

Fun Fearless Female Community

Engage your most passionate customers to CO-CREATE solutions.

Manifesto # 11

WELCOME TO THE WIKI WORLD

Komunitas “Tangan Di Atas”

TDA dan “Era Sejuta Bill Gates”

TDA dan “Era Sejuta Bill Gates”

#1 NETWORKED#2 EVANGELIST#3 CONNECTING#4 MEMBER#5 EXPRESS #6 FACILITATING#7 AUTHENTIC#8 CULT#9 CONTAGIOUS#10 CONVERSATION#11 CO-CREATION

THE 11 MANIFESTO

E = wMC2 is…

68

THANK YOU

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