How stories and conversations are

changing marketing (..and the world!)

01

Everybody says marketing is changing!

01a

So let’s understand

•

3. Generate customer data

What is this change

How can we use it

02

Clay Shirky on the changing media [2:00 – 4:30]

Media (and hence marketing) is becoming Conversation Centric

02a

Information centricity

02b

Entertainment Centricity

02c

Conversation Centricity

02d

Consumption to creation & participation

02e

Consumption to creation & participation

What we learn

Media is increasingly becoming conversational

People actually don’t want to be couch potatoes but want to

participate, create and share content

Hence your new media marketing strategies need to leverage this

(social) behavior of people.

03

Post a secret community

03a

Frank Warren on how secrets connect people [0:00 – 6:36]

What we learn

“Internet has helped us create silos of interest” (in the form of online

communities) – Seth Godin

You can connect with other people who share the same lifestyle,

passion, interest or cause

03b

Tribes around a cause

03c

Tribes around a passion

How to build your own tribe

Step 1: Identify a passion: Select a big lifestyle, passion or cause

Step 2: Ignite passion: Build a focused community around it

Step 3: Scale Passion: Build scale by leveraging existing social

platforms

- Gaurav Mishra

How Dell did it!

Gaurav Mishra

04

Kiva

04a

Patients Like Me

Stories are becoming more fluid

04b

Best job in the World!

04c

Make a wish campaign

Image credits

• http://farm3.staticflickr.com/2405/2388418126_99bb98fa36.jpg

• http://plushpossumstudio.blogspot.in/2011/02/free-antique-

advertising-ivory-soap-c.html

Template credit • www.slideshare.net/kuliza_research