Download - How to-fail-30th-oct-2012
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+
FAILHOW TO
(NOT)
WIEDEN+KENNEDY AMSTERDAM
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OR:
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WHY THERE IS
NO AUDIENCEFOR WHAT WE MAKE
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AND WHY THATTRUTH
WILL SET US
FREE
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SOME NUMBERS
ONE AD
NO CASE STUDIES
AND SOME GOOD NEWS
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THISIS THE
LANGUAGEOF
MARKETING...
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‘AUDIENCE’
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‘FANS’
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‘COMMITMENT’
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‘RELATIONSHIPS’
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‘ENGAGEMENT’
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‘LOVE’
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IT’S THE LANGUAGEOF
CONSUMERS
GIVING A SHIT
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ALLRHETORIC
NOEVIDENCE
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SOIF YOU WANT TO
FAILDO THIS...
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ASSUME THAT PEOPLE
CAREABOUT BRANDS
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ASSUME THAT PEOPLE
WANT TO HAVE A
RELATIONSHIPWITH YOUR BRAND
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ASSUME THAT
YOUR FANSARE YOUR MOST
VALUABLE CONSUMER
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ASSUME THAT EVERYONE WANTS TO
PARTICIPATE
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ASSUME THAT PEOPLE
WILL FINDYOUR
CONTENT
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ASSUME THAT
DEPTHIS MORE IMPORTANT THAN
BREADTH
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WHAT?
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MOST PEOPLE
DON’T CARETHAT MUCH
ABOUT BRANDS
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“Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those ‘menacing nasties’ that lurk in your home and learn
about the benefits of Domestos over thin bleach.”
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MOST PEOPLEDON’T KNOW MUCH
ABOUT THE BRAND THEY BUY
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SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
50%OF ALL KNOWLEDGE
ABOUT A BRAND
IS HELD BY JUST
20%OF ITS BUYERS
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SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
80%OF A BRAND’S BUYERS
KNOW
A LITTLE
OR NOTHINGABOUT THAT BRAND
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ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’
EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL
BECAUSE THEY DON’T MAP TO REAL LIFE.”
PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK “
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0.5%PROPORTION OF FANS
TALKING ABOUT A BRANDON FACEBOOK
SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
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PEOPLE DON’T HAVE
A RELATIONSHIPWITH YOUR BRAND
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THE VAST MAJORITYOF CONSUMERS
HAVE MULTIPLE PARTNERS
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72%OF PEPSI DRINKERS
ALSO DRINK
COCA-COLA
SOURCE: TNS IMPULSE PANEL (UK)
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‘YOUR CONSUMERS’ARE JUST
SOMEBODY ELSE’SCONSUMERS
WHO OCCASIONALLY
BUY YOU
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HUMAN RELATIONSHIPSDEMAND
MASSIVEPROCESSING POWER
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100 BILLION NEURONS
WITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
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HUMAN RELATIONSHIPSINVOLVE
BUILDING
COMPLEXMENTAL MODELS
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RELATIONSHIPS ARE A MATTER
OF
LIFEAND
DEATH
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PEOPLE WITH
STRONGSOCIAL NETWORKS
LIVE
LONGERSOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
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COMPARED WITH
HUMAN RELATIONSHIPSBRAND RELATIONSHIPS
ARE THIN
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RELATIONSHIPSARE
FREETRANSACTIONS ARE NOT
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“MOST OF US GO THROUGH LIFEFINDING IT HARD ENOUGH TO HAVE
GOOD RELATIONSHIPSWITH THE REAL PEOPLE
IN OUR LIFELET ALONE ALL THE BRANDS WE BUY.”
BRUCE MCCOLL, GLOBAL CMO, MARS
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WHAT’S
LOVEGOT TO DO WITH IT?
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YOUR FANSARE
NOTYOUR MOST
VALUABLE CONSUMER
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0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
000’s of HHs buying
THIS IS
FRUCTIS
ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
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0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
000’s of HHs buying
THIS IS WHAT IT NEEDS TO DOTO LOOK
LIKE PANTENE
ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
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0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
000’s of HHs buying
SOURCE: NIELSEN
ANNUAL PURCHASE FREQUENCY
FANS
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YOUR BRAND’S HEALTHDEPENDS ON
LOTS OF PEOPLEWHO
DON’T KNOW YOU WELLDON’T THINK OF YOU MUCH
AND
DON’T BUY YOU OFTENIF AT ALL
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THESE CONSUMERSGENERATE
PUBLICITYNOT REVENUE
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DISTINGUISH BETWEEN
ACTORSAND THE
THE AUDIENCE
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MOST PEOPLEDON’T WANT TO
PARTICIPATE
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PASSIVECONSUMPTION
IS NOTDEAD
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SOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
Facebook, Twitter, and LinkedIn TV
6.4bn hrs.
182m hrs.
Aggregate consumptionyear to May 2011
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OF
200 BRANDS STUDIED
ONLY ONESHOWED A LEVEL OF
ENGAGEMENTOVER 2%
source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook fans: A fan for life?’, Admap, May 2012
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PEOPLE’S
DIGITALPARTICIPATION
IS
WITH EACH OTHER
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20%PASSIVE
60%EASY
17%INTENSE
44%INITIATION
FRIENDS, FAMILY & PHOTOS
TV, ENTERTAINMENT & LIFESTYLE
SOURCE: BBC
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JUST BECAUSE PEOPLEARE PARTICIPATING WITH
EACH OTHERDOESN’T MEAN
THEY WILL PARTICIPATE
WITH BRANDS
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MASS REACTION
MATTERS MORE THAN
MASS PARTICIPATION
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PEOPLE
WILL NOT
FINDYOUR
CONTENT
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1 IN 1,000,000ODDS OF A PERSON VIEWING
YOUR CONTENTON YOUTUBE
SOURCE: WISTIA.COM
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0.9%AVERAGE CLICK THROUGH RATE
SOURCE: ADVERTISING RESEARCH FOUNDATION
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4,875PIECES OF CONTENT THE
AVERAGE FACEBOOK USERRECEIVES
EVERY DAYSOURCE: FACEBOOK
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OVERLOOKEDCONTENT
SOURCE: YOUTUBE
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UNTIL
PUBLICIZED
SOURCE: YOUTUBE
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DEPTHIS
NOTMORE IMPORTANT THAN
BREADTH
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0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
ANNUAL PURCHASE FREQUENCY
BRANDSDEPEND ON
BIG, BROAD POPULATIONS
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THE BIG DIFFERENCE BETWEEN
BIG AND SMALL BRANDSIS NOT
HOW MUCH LOYALTYTHEY GET
BUT HOW MANY PEOPLEBUY THEM
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‘ENGAGEMENT’HASN’T REPLACED
REACH
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SO...
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MUCH OF WHAT WE MAKEIS NOT
VITALBUT
TRIVIAL
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MUCH OF WHAT WE MAKEIS NOT
VITALBUT
INCIDENTAL
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INCIDENTALTO THIS:
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ORDINARYAWFUL
AWESOMEEVERYDAY
LIFE
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THERE IS
NO AUDIENCEFOR WHAT WE MAKE
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OUR TASKIS NOT
NURTURING ENTHUSIASMBUT
OVERCOMING
INDIFFERENCE
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THIS SHOULD
INSPIRENOT
DEPRESSUS
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FOR
ALL CREATIVITYDEMANDS
RESISTANCE
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BE PARTOF WHAT
INTERESTS PEOPLE
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GIVEMORE THAN YOU
TAKE
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TAKEA
POSITIONDON’T JUST HAVE
‘A POSITIONING’