Power to the people
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2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people.This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity.Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way.This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.
Transcript of Power to the people
- Before we starttime for a personaldream
- What is typicalfor December?
- Did you see it?
- Power to the peoplein a positive and a negative way.
- If they can bring theEgyptian governmentdown in six weeks, theycan bring us down innanoseconds.Paul Polman, CEO Unilever
- Fear versus Guts
- Consumers positive or negative?
- >80% is positive
- Companies experience the impact.
- Until now, we onlyused the firstdimension of theirpower.
- First dimension: usepeople to build reach.
- We have seen amazing ways to create additional reachthrough people engagement.
- Second dimension:Co-creation
- Again,we have seen great cases ofco-creation with consumers.
- By the way, who will win?
- Consumershelp with culturaldifferences!
- Even co-creation that impactsthe brand identity of global brands.
- Co-Creation is NOT enough
- Co-creation is oftentoo opportunistic.
- Lets takeit one stepfurther
- From Co-Creationto Collaboration
- Customers are more loyal to a brand than managers? Agree or disagree? Customers Managers
- Customers aremore loyal toyour companythan you are.
- Knowing this, outsource management responsibilities to customers.
- Outsourcepurchasingto fans.
- Danone outsourceda pitch to brand fans.
- Who is familiar with Marmite?
- Do you like it?
- Marmite outsourced marketing
- Lets takeit one stepfurther
- Current focus ofmost companies
- All fourquadrants have value
- StructuralCollaboration
- Threadlessoutsourcedthe company.
- Ducati involvesfans ineverything
- But Steven, what about Henri Ford?
- If I had askedpeople what theywanted, theywould have saidfaster horses."
- Well, Henri wasnt completely right
- Involved customersBring in expertise
- They areemployees thatare not on thepayroll
- Hiring a fan tobecome part of the brand, can be the future.
- Consumersare probably themost effectiveconsultants yourcompany can hire.
- the customer is hardlyrepresented?
- Bring thecustomer in theboardroom
- Bring theboardroom tothe customer
- Your 2012mission
- Co-Creation Collaboration Structural collaboration
- Consumer Brainstormingconsulting Offer Content Service marketing
- Start today!
- Start everymeeting witha story abouta customer.
- Create a listening cultureby sharing customer stories.
- Create a customerconsulting board.
- Good luckin yourjourney!
- Thank [email protected]@Steven_insites