CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many...

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MARKETING BECOMES H O R I Z O N T A L Yuswohady MarkPlus Insitute of Marketing

Transcript of CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many...

Page 1: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

MARKETINGBECOMES

H O R I Z O N T A LYuswohady

MarkPlus Insitute of Marketing

Page 2: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

THE BOOK

Page 3: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks
Page 4: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks
Page 5: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks
Page 6: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks
Page 7: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Mr. President’s New Job: SALESMAN!!!

Page 8: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks
Page 9: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks
Page 10: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks
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H O R I Z O N T A L P O L I T I C I A N

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…and McCain is vertical

My.BarackObama.com

Page 13: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

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!!!

Page 14: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Obama at Facebook

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Obama at Facebook

Obama has 1.7 mio friends in Facebook

McCain has 550.000 friends in Facebook

October 2008

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Obama at YouTube

Page 17: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Senjata Pamungkas Obama: Blackberry

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HORIZONTAL

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Politician Goes Horizontal…

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Politician Goes Horizontal…

Page 21: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Politician Goes Horizontal…

Page 22: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

ANYWAY…WHAT IS

H O R I Z O N T A L MARKETING

Page 23: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

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

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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

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AWAS!!!

H O R I Z O N T A L BEATS

V E R T I C A L

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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

Page 27: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

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”

Page 28: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

THE MESSAGE

YOU MUST

Page 29: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

The

is here

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2Marketing ENERGY Word of MOUTH (MOUSE)

Customer COMMUNITY

Offline

Online

Page 31: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

THE

MANIFESTO

Page 32: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Janganlah Anda bekerja kerasuntuk pelanggan.

Pelangganlah yang bekerja kerasuntuk Anda.

WHY “LOW BUDGET HIGH IMPACT”?

Adapted from: Robert T. Kiyosaki

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#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…

Page 34: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Web 2.0. has unleashed the extraordinary power ofNETWORKED customers.

Manifesto # 1

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Global Web 2.0 Landscape

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

Manifesto # 2

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Manifesto # 2

Page 38: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Manifesto # 2

Page 39: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Forum KomunikasiAlumni ESQ

Page 40: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Your core competence is CONNECTING your customers

Manifesto # 3

Page 41: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

BCA’s Connected Customers

Page 42: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

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

Manifesto # 4

Page 43: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Auto BlackThrough Community

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

Manifesto # 5

Page 45: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

WELCOME TO THE

NARCISSISTICWORLD

Page 46: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

BLOGGER ADALAH MAHLUK PALING NARSIS DI DUNIA

Page 47: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

FACILITATING is your “reason for being”

Manifesto # 6

Page 48: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

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

Manifesto # 6

It’s about FACILITATING

Page 49: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

C2C Marketing: The Elshinta Way

Page 50: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

AUTHENTICITY is your lifetime differentiator

Manifesto # 7

Page 51: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

HD is authentic, not fake

Page 52: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Iwan Fals is authentic, not fake

Page 53: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

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

Manifesto # 8

Page 54: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Law # 8The Cult of Mac

Page 55: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Your products and servicesshould beCONTAGIOUS

Manifesto # 9

Page 56: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Products that Advertise Themselves

Anthurium

Page 57: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

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

Page 58: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

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

Manifesto # 10

Page 59: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Fun Fearless Female Community

Page 60: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks
Page 61: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Engage your most passionate customers to CO-CREATE solutions.

Manifesto # 11

Page 62: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

WELCOME TO THE WIKI WORLD

Page 63: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks
Page 64: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

Komunitas “Tangan Di Atas”

Page 65: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

TDA dan “Era Sejuta Bill Gates”

Page 66: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

TDA dan “Era Sejuta Bill Gates”

Page 67: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

#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…

Page 68: CROWD-Milad TDA-Feb 09-For Participants file1 to Many (Mass Marketing) 1 to1 (D-base Marketing) Many to Many (Viral Marketing) Consumer Goods i.e. Unilever Company as Broadcaster Banks

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THANK YOU

www.yuswohady.com


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