Conversation Marketing

marketing through the Selfish Gene

Wow, I cant wait to talk about your brand today

Its Strange, But This does Not HappenEvery Morning

Rather We Ask:

- Whats in it for me?

- How much?

- Why should I trust You

- What’s my benefit?

It’s That Self Gene Thing

Makes the Decisions How We Feel

What We Think

(Selfish Gene)

The 3 Brains & the Selfish Gene

Makes the Buying Decisions What Motivates This Lizard Brain?How Do You Sell To This? What Are The 6 Drivers?

Lets Start With Drivers

there are 6 of them:

1. Me, Myself, & I

2. Simple, Clear Focus

3. Stories

4. Patterns & Wholeness

5. Visual

6. Emotional

Creating a Conversation:

Marketing To The Selfish Gene

OutboundMarketing

Inbound Marketing

Conversation Marketing

Media Traditional media

New media

People

Vehicle Big idea Content Feeling

Metric Awareness Traffic Loyalty

Value Transaction Conversion Relationship

Consumer Type

Passive Consumer

Active Consumer

Mobile Consumer

Our Focus: The Art ofConversation

Today, Buying Decisions Are Driven More By

Other People’s Opinions,

Rather Than Advertising.

The Web Is Being Rebuilt Around People

Shifting Traditional Mass Market

To A Flatter, Fatter Bell Curve

Niche is Now Mass

Transformation: Meaning + Purpose

Success: Belonging + Recognition

Survival:Stability + Safety

Maslow and Our Selfish Gene’sMotivation To Share

6 Steps

STEPS

Narrow The Focus

Find The Passion

Tell The Story

Transfer the Emotion

create niche communities that Inspire The

Gate Keepers

create niche communities that Drive Adoption

Support & Build

Though

Continuous,

Spontaneous

Acts of

WOW’ness

Build Your Business Around People & Create Better Experiences.

Michael Cowen

083 288 7355

mike @ brandsocial.co.za

@michael_cowen