horizontal - Yuswohady

MARKETING
BECOMES
HORIZONTAL
Yuswohady
MarkPlus Insitute of Marketing
THE
BOOK
Ayat-Ayat Cinta
Mr. President’s New Job:
SALESMAN!!!
HORIZONTAL POLITICIAN
My.BarackObama.com
…and McCain is vertical
Melalui My.BarackObama.com
Obama mengumpulkan hampir 1 miliar
dolar dana kampanyenya dari JUTAAN
donatur “gurem” yang bisa
menyumbang hanya 5 dolar per
orangnya
WOW… THAT’S GRASS ROOT MARKETING!!!
Obama at Facebook
Obama at Facebook
Obama has
in Facebook
1.7 mio friends
McCain has 550.000 friends
in Facebook
October 2008
Obama at YouTube
Senjata Pamungkas Obama: Blackberry
Why choose
If you can
combine?
Remember
Bush…
Remember
Bush…
HORIZONTAL
Politician Goes Horizontal…
Politician Goes Horizontal…
Politician Goes Horizontal…
Politician Goes Horizontal…
ANYWAY…
WHAT IS
HORIZONTAL
MARKETING
VERTICAL
1 to Many
(Mass Marketing)
HORIZONTAL
1 to1
(D-base Marketing)
Many to Many
(Viral Marketing)
Consumer Goods
i.e. Unilever
Banks & Financials
i.e. Citibank
Community-Driven Products
i.e. Facebook
i.e. Harley Davidson
Company as
Broadcaster
Company as
Partner
Company as
Connector
SITES YOU MUST VISIT
www.youtube.com
www.metacafe.com
www.slideshare.com
www.wikipedia.com
www.flickr.com
www.scribd.com
www.facebook.com
www.myspace.com
www.changethis.com
www.secondlife.com
THAT’S WHY
WE CALLED
THE BOOK,
CROWD
AWAS!!!
HORIZONTAL
BEATS
VERTICAL
Britannica vertical; Wikipedia horizontal
Windows vertical; Linux horizontal
Internet Explorer vertical; Firefox horizontal
Getty Images vertical; Flickr horizontal
Major label vertical; Indie label horizontal
Websites vertical; blog horizontal
Mass media vertical, Social media horizontal
“One-to-many” vertical; “many-to-many” horizontal
Wikipedia beats Britannica
Linux beats Windows
Firefox beats Internet Explorer
Blog beats websites
Social media beats mass media
Evangelist beats salesman
Citizen journalism beats mainstream media
“Many-to-many” beats “one-to-many”
THE MESSAGE
YOU MUST
THE MESSAGE
The
is here
Customer
COMMUNITY
Offline
Online
2
Marketing ENERGY
Word of MOUTH (MOUSE)
THE
MANIFESTO
WHY “LOW BUDGET HIGH IMPACT”?
Janganlah Anda bekerja keras
untuk pelanggan.
Pelangganlah yang bekerja keras
untuk Anda.
Adapted from: Robert T. Kiyosaki
THE 11 MANIFESTO
E=
2
wMC
is…
#1 NETWORKED
#2 EVANGELIST
#3 CONNECTING
#4 MEMBER
#5 EXPRESS
#6 FACILITATING
#7 AUTHENTIC
#8 CULT
#9 CONTAGIOUS
#10 CONVERSATION
#11 CO-CREATION
Manifesto # 1
Web 2.0. has unleashed
the extraordinary power of
NETWORKED customers.
Global Web 2.0 Landscape
Manifesto # 2
Your customers
are EVANGELIST.
They are your
voluntary sales force.
Manifesto # 2
Manifesto # 2
Forum
Komunikasi
Alumni ESQ
MU Fans Club
MU Fans Club
Manifesto # 3
Your core competence
is CONNECTING
your customers
BCA’s Connected Customers
Manifesto # 4
Treat your customer
as MEMBER.
Find their collective identity,
purpose, and passion.
Djarum Black: From Zero to Hero
Djarum Black: From Zero to Hero
Auto BlackThrough Community
Manifesto # 5
Person needs
to communicate itself,
and EXPRESS it’s personal aspirations.
Market become human
WELCOME
TO THE
NARCISSISTIC
WORLD
BLOGGER ADALAH MAHLUK PALING NARSIS DI DUNIA
Ini bukan narsis, tapi eksibisionis…
Manifesto # 6
FACILITATING
is your “reason for being”
Manifesto # 6
Marketing is not about SELLING
It’s not about ADVERTISING
It’s even not about MARKETING MIX
It’s about FACILITATING
C2C Marketing: The Elshinta Way
Manifesto # 7
AUTHENTICITY is
your lifetime differentiator
HD is authentic, not fake
HD is authentic, not fake
Iwan Fals is authentic, not fake
Manifesto # 8
Your brand is a CULT.
Create ideology around it
and spread to your believers.
The Cult
of Mac
Law # 8
The Cult
of Mac
Manifesto # 9
Your products and services
should be
CONTAGIOUS
Products that Advertise Themselves
Anthurium
PEPSI: BE CONTROVERSIAL
PEPSI: BE CONTROVERSIAL
Manifesto # 10
Trust is the real currency.
Join the honest
CONVERSATION!!!
Fun Fearless Female Community
Manifesto # 11
Engage your
most passionate customers
to CO-CREATE solutions.
WELCOME TO THE WIKI WORLD
THE 11 MANIFESTO
E=
2
wMC
is…
#1 NETWORKED
#2 EVANGELIST
#3 CONNECTING
#4 MEMBER
#5 EXPRESS
#6 FACILITATING
#7 AUTHENTIC
#8 CULT
#9 CONTAGIOUS
#10 CONVERSATION
#11 CO-CREATION
www.yuswohady.com
THANK YOU
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