20090917 The Switch Lpr
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The document discusses the transformation of marketing between 2006 and 2009, emphasizing the decline of traditional advertising and the rise of new marketing strategies that leverage social media and community engagement. It notes that effective marketing now relies on dialogue, transparency, and building genuine relationships with customers. Additionally, it highlights the wind energy industry as an area where these new marketing principles can be successfully applied.
20090917 The Switch Lpr
- 1. Change of Marketing Ekana Innovation 2006 – 2009 www.ekana.fi
- 2. The World is Changing People are Changing Ekana Innovation 2006 – 2009 www.ekana.fi
- 3. #restruct Internet. Social Media. Citizen Journalism. Enterprise2.0. Consumer2.0. Climate Change. Financial Crisis. Swine Flu. Open. Ekana Innovation 2006 – 2009 www.ekana.fi
- 4. World 2006 Competi tion Mission Brand Management Vision Brand Image Strategies Perception Customer Service Brand Perception R&D Marketing Company Sales Customer Production Portfolio Marketing Product Management Perception Pricing Place/Channel Positioning Packaging Peers Ekana Innovation 2006 – 2009 www.ekana.fi
- 5. World 2009 Mission Management Vision Brand Strategies R&D Marketing Company Community Community Image Brand Sales Customer Customer Service Community Community Product Management Portfolio Pricing Place/Channel Positioning Packaging Ekana Innovation 2006 – 2009 www.ekana.fi
- 6. Marketing is Changing People ignore advertising → Opt-in for marketing messages People ignore traditional authorities → Listen and trust communities Ekana Innovation 2006 – 2009 www.ekana.fi
- 7. Broadcast Marketing is Not Working Ekana Innovation 2006 – 2009 www.ekana.fi
- 8. People Interact More Than Ever ...but with each other ...and their community Ekana Innovation 2006 – 2009 www.ekana.fi
- 9. If a Marketer Wants to Get Any Message Through Ekana Innovation 2006 – 2009 www.ekana.fi
- 10. They Must be with the People, as equals Ekana Innovation 2006 – 2009 www.ekana.fi
- 11. Enter New Marketing Ekana Innovation 2006 – 2009 www.ekana.fi
- 12. What is New Marketing? Ekana Innovation 2006 – 2009 www.ekana.fi
- 13. New Marketing is about • Internet, social media, web2.0 • Companies being in dialogue with their whole ecosystem • Customers becoming more interested in participating • Corporate gatekeepers disappearing • Being open and honest instead trying to trick the customer Ekana Innovation 2006 – 2009 www.ekana.fi
- 14. New Possibilities • Closer contact with customers/partners • Cost-efficient way to spread your message (and get feedback!) to potential customers • Global base of ”fans” can be reached • ”Win or cease to exist” Ekana Innovation 2006 – 2009 www.ekana.fi
- 15. Marketing activities move to platforms, channels and communities Ekana Innovation 2006 – 2009 www.ekana.fi
- 16. Those who own top of mind in the communities are the winners Ekana Innovation 2006 – 2009 www.ekana.fi
- 17. And it's not all about Internet Web2.0 Enforces other real life marketing activities Events, meetings, briefings, direct communication, customer loyalty As long as they try not to fool! Ekana Innovation 2006 – 2009 www.ekana.fi
- 18. How Does All This Relate to Wind Energy Industry? Ekana Innovation 2006 – 2009 www.ekana.fi
- 19. Wind Energy Industry is There • #restruct makes the authorities, politicians and common people have interest on these issues • In web 2.0 all professionals with special skills and/or niche expertise have a new world of cooperation and grouping • The question is about timing and right moves • First ones with right existance can be rewarded Ekana Innovation 2006 – 2009 www.ekana.fi
- 20. Facebook: Americans for Alternative Energy 125,000 members 1,840 discussion topics 12,335 wall posts 404 photos, 815 links and 27 videos Supported by 12 US elected members and many 2008 presidential candidates Ekana Innovation 2006 – 2009 www.ekana.fi
- 21. Ekana Innovation 2006 – 2009 www.ekana.fi
- 22. Twitter Windbaron, Costa Rica 50,130 followers 2647 updates since March 2009 Ekana Innovation 2006 – 2009 www.ekana.fi
- 23. Ekana Innovation 2006 – 2009 www.ekana.fi
- 24. LinkedIn: Wind Energy Professionals • 10,300 members • 500 discussions • News, jobs etc. Ekana Innovation 2006 – 2009 www.ekana.fi
- 25. Ekana Innovation 2006 – 2009 www.ekana.fi
- 26. And Those of You Who Hesitate... Ekana Innovation 2006 – 2009 www.ekana.fi
- 27. It's just for kids and games, not for serious people Ekana Innovation 2006 – 2009 www.ekana.fi
- 28. Maybe for consumer products, but not for B2B Ekana Innovation 2006 – 2009 www.ekana.fi
- 29. We don't have time for that nonsense Ekana Innovation 2006 – 2009 www.ekana.fi
- 30. We decided not to be there Ekana Innovation 2006 – 2009 www.ekana.fi
- 31. Do Not Hesitate. You Exist There Already. The Real Question is: Ekana Innovation 2006 – 2009 www.ekana.fi
- 32. Will You Have Fans and Respect? Ekana Innovation 2006 – 2009 www.ekana.fi
- 33. Janne Saarikko janne@ekana.fi Twitter: saarikko Qaiku: saarikko Skype: jjsaarikko +358 40 864 3017 Ekana Innovation 2006 – 2009 www.ekana.fi