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MARKETINGBECOMES
H O R I Z O N T A LYuswohady
MarkPlus Insitute of Marketing
THE BOOK
Mr. President’s New Job: SALESMAN!!!
H O R I Z O N T A L P O L I T I C I A N
…and McCain is vertical
My.BarackObama.com
Melalui My.BarackObama.comObama mengumpulkan hampir 1 miliardolar dana kampanyenya dari JUTAAN
donatur “gurem” yang bisamenyumbang hanya 5 dolar per
orangnya
WOW… THAT’S GRASS ROOT MARKETING!!!
Obama at Facebook
Obama at Facebook
Obama has 1.7 mio friends in Facebook
McCain has 550.000 friends in Facebook
October 2008
Obama at YouTube
Senjata Pamungkas Obama: Blackberry
HORIZONTAL
Politician Goes Horizontal…
Politician Goes Horizontal…
Politician Goes Horizontal…
ANYWAY…WHAT IS
H O R I Z O N T A L MARKETING
1 to Many(Mass Marketing)
1 to1(D-base Marketing)
Many to Many(Viral Marketing)
Consumer Goodsi.e. Unilever
Company asBroadcaster
Banks & Financialsi.e. Citibank
Company asPartner
Community-Driven Productsi.e. Facebook
i.e. Harley Davidson
Company asConnector
VERTICAL HORIZONTAL
www.youtube.comwww.metacafe.comwww.slideshare.comwww.wikipedia.comwww.flickr.comwww.scribd.comwww.facebook.comwww.myspace.comwww.changethis.comwww.secondlife.com
SITES YOU MUST VISIT
AWAS!!!
H O R I Z O N T A L BEATS
V E R T I C A L
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
is here
2Marketing ENERGY Word of MOUTH (MOUSE)
Customer COMMUNITY
Offline
Online
THE
MANIFESTO
Janganlah Anda bekerja kerasuntuk pelanggan.
Pelangganlah yang bekerja kerasuntuk Anda.
WHY “LOW BUDGET HIGH IMPACT”?
Adapted from: Robert T. Kiyosaki
#1 NETWORKED#2 EVANGELIST#3 CONNECTING#4 MEMBER#5 EXPRESS #6 FACILITATING#7 AUTHENTIC#8 CULT#9 CONTAGIOUS#10 CONVERSATION#11 CO-CREATION
THE 11 MANIFESTO
E = wMC2 is…
Web 2.0. has unleashed the extraordinary power ofNETWORKED customers.
Manifesto # 1
Global Web 2.0 Landscape
Your customers are EVANGELIST.They are your voluntary sales force.
Manifesto # 2
Manifesto # 2
Manifesto # 2
Forum KomunikasiAlumni ESQ
Your core competence is CONNECTING your customers
Manifesto # 3
BCA’s Connected Customers
Treat your customer as MEMBER. Find their collective identity,purpose, and passion.
Manifesto # 4
Auto BlackThrough Community
Person needs to communicate itself,and EXPRESS it’s personal aspirations.Market become human
Manifesto # 5
WELCOME TO THE
NARCISSISTICWORLD
BLOGGER ADALAH MAHLUK PALING NARSIS DI DUNIA
FACILITATING is your “reason for being”
Manifesto # 6
Marketing is not about SELLINGIt’s not about ADVERTISING It’s even not about MARKETING MIX
Manifesto # 6
It’s about FACILITATING
C2C Marketing: The Elshinta Way
AUTHENTICITY is your lifetime differentiator
Manifesto # 7
HD is authentic, not fake
Iwan Fals is authentic, not fake
Your brand is a CULT. Create ideology around it and spread to your believers.
Manifesto # 8
Law # 8The Cult of Mac
Your products and servicesshould beCONTAGIOUS
Manifesto # 9
Products that Advertise Themselves
Anthurium
The DARK SIDE of WEB 2.0
#1 They are DUMBER than we were at their age#2 They’re SCREENAGERS, Net addicted, losing their social skills and
they have no time for sport and healthy activities.
#3 They have NO SHAME#4 They STEAL#5 They’re VIOLENT#6 This is the latest narcissistic “ME” generation.
#7 They have NO VALUES and they DON’T CARE about anyone else.
Source: Grown Up Digital, Don Tapscott, 2009
Gen Z
Trust is the real currency.Join the honestCONVERSATION!!!
Manifesto # 10
Fun Fearless Female Community
Engage your most passionate customers to CO-CREATE solutions.
Manifesto # 11
WELCOME TO THE WIKI WORLD
Komunitas “Tangan Di Atas”
TDA dan “Era Sejuta Bill Gates”
TDA dan “Era Sejuta Bill Gates”
#1 NETWORKED#2 EVANGELIST#3 CONNECTING#4 MEMBER#5 EXPRESS #6 FACILITATING#7 AUTHENTIC#8 CULT#9 CONTAGIOUS#10 CONVERSATION#11 CO-CREATION
THE 11 MANIFESTO
E = wMC2 is…
68
THANK YOU
www.yuswohady.com