WWW.FLICKR.

COM/PHOTOS/VILLAGE9991/2901378820

BRAND NEW WORLD

TORSTEN HENNING HENSEL
PARTNER // CREATIVE CONSULTANT
NOUV INTERPLAY

WWW.NOUVE.EU
WHY DIGITAL MARKETING IS DIFFERENT WWW.NOUVE-INTERPLAY.COM
WWW.TWITTER.COM/NOUVE_INTERPLAY
WWW.FACEBOOK.COM/NOUVE.INTERPLAY

TO ADVERTISING BERLIN // NOVEMBER 2009 NOUVENEXT.TUMBLR.COM

NOUVENET.MIXXT.ORG
MARKETING
HTTP://BIGHUGELABS.COM/ONBLACK.PHP?ID=3812261243&SIZE=LARGE

HAS DRAMATICALLY CHANGED.

 T
IN
A
T
R
H
K
E
E
PA
T
S
I N G W A S I N
M T O M E R S.
SE A R C H F O R C US

WWW.FLICKR.COM/PHOTOS/LYON_PHOTOGRAPHY/3652923135
 WWW.FLICKR.COM/PHOTOS/36001715@N08/3323275609

CUSTOMERS ARE IN
TODAY

SEARCH FOR MARKETI

NG.
NOT ANY MARKETING, BUT
THE MARKETING
THEY LOVE.

WWW.FLICKR.COM/PHOTOS/SAWDUSTDESIGN/3289617489
 Digital Marketing is the pr
actice of promoting prod

DIRGKIETTINAGL
ucts and services using
digital distribution channe
consumers in a timely, re ls to reach
levant, personal and cost-
Whilst digital marketing do effective manner.
es include many of the te
Internet Marketing, it exte chniques and practices
nds beyond this by includ contained within the cate
ing other channels with wh gory of
require the use of the Int ich to reach people that do
ernet. As a result of this not
non-reliance on the Inter
net, the field of digital mar

MA
includes a whole host of keting
elements such as mobile
phones,
sms/mms, display / bann
er ads and digital outdoo
r.

WWW.THEFWA.COM/
BECAUSE DIGITAL MARKETING IS
ALWAYS AVAILABLE!

WWW.FLICKR.COM/PHOTOS/INGRIDESIGN/3068428266
 HTTP://WWW.FLICKR.COM/PHOTOS/MAG3737/452838421

ITS THERE
WHENEVER THEY
WANT IT, NEED IT.
 ITS THERE
WHENEVER THEY
ARE OPEN FOR IT.
WWW.FLICKR.COM/PHOTOS/M-O-N-O-C-H-R-O-M-E/3326687560
THE Y L OV E DIGITA L B E C A U SE

DI G ITA L HA S S E T T HE M F RE E .

HTTP://WWW.FLICKR.COM/PHOTOS/12861589@N03/2746441284
THEY LOVE DIGITAL BECAUSE
DIGITAL HAS GIVEN
THEM POWER.WWW.FLICKR.COM/PHOTOS/PETEFLETCH/3867701178
THE RESULT:
DIGITAL HAS
BECOME THE LEAD
MEDIUM.

WWW.FLICKR.COM/PHOTOS/I_RULE/2971212075
WWW.FLICKR.COM/PHOTOS/ERININGRID/3502835406

WELCOME TO
A MEDIUM WITH
NEW RULES.
YESTERDAY:

B2C
 TODAY:

B2C2C2B2C2C2C2B...
 HTTP://WWW.FLICKR.COM/PHOTOS/SANCHOME/72767610

Through social media, communication

channels have gone off, resulting in
A MULTI MILLION ARENA WORLD.
 HTTP://WWW.FLICKR.COM/PHOTOS/WILLIAMDAG/99108600/

For companies, it gets increasingly difficult

to keep step with the pace and to be present
whereever their consumers are.
Thus, the consumers themselves get an important
role as communicators and brand evangelists.
Consumers become co-creators of value.
HTTP://WWW.FLICKR.COM/PHOTOS/NAWALIEEX3/3446850872
In such an environment,
one-way communication is no longer sufficient
to get into the heads and hearts of consumers.

HTTP://WWW.FLICKR.COM/PHOTOS/TIMOTHYSCHENCK/249496842
Also, shouting your brands message into the ears
of people is no longer cool...
HTTP://WWW.FLICKR.COM/PHOTOS/FCHOUSE/3459445572
Brands must initiate conversations

HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291
by offering spaces and tools that allow
people to discuss and create.
Brand s n e e d to o ff e r v a lu e .
Valu e th at c o m e s fr o m c o n te n t.
Content th a t is re le v a n t for th e m .
HTTP://WWW.FLICKR.COM/PHOTOS/KATHYPRINTS/2817862973/
HTTP://WWW.FLICKR.COM/PHOTOS/ZAWTOWERS/3462647469

Brands need to ena b le p e o p le , e n g a g e th e m ,

solve their p ro b le m s , im p ro v e th e ir liv e s .
 IMAGES: WWW.FLICKR.COM; TAG: SLEEVEFACE

Communication itself needs to become a product

with an own value that can be consumed.
THE RESULT

u s t g o b e y o n d
Digital marketing m le o n
l m e s s a g e s a n d t o u ch p e o p
commerc ia
a more p e r s on a l l e v e l.
HTTP://WWW.FLICKR.COM/PHOTOS/35248424@N07/3268909071/
But this requires listening to
what consumers truly moves.

HTTP://WWW.FLICKR.COM/PHOTOS/VARGHESE/305046320
CONVERSATIONS
SPACES / TOOLS
VALUE AND
CONTENT... ... is what
makes social
media strategies
successful!
Nevertheless, marketers should
BE AWARE OF ONE THING...
WWW.FLICKR.COM/PHOTOS/LATITUDES/255246167
PEOPLE WONT TALK ABOUT YOUR BRAND
THE WAY YOU WANT THEM TO DO IT.
 BECAUSE THEYRE ALL DIFFERENT!
The Know it All
Whatever the topic, he knows everything
best. His opinions are usually complete
garbage, but at least he himself is convinced
that he is great.
Casual Observer
This social media user is content to watch
the action from the sidelines. Hes having a
enough time watching all the others interact,
but he has no urge to jump in.
The Spam-a-Lot
The guy who submits spam, spams the
comment section, tries to befriend you so he
can spam you, and keeps on spamming until
he finally gets banned.
Average User
Understands how everything works but usually
doesnt put in the time to become an elite user.
They wont spam you, and lend a helping hand
whenever they can.
http://digitallabz.com/blogs/the-14-peculiar-social-media-users.html
Clueless Self-Promoter
The clueless self-promoter is, well, clueless. Mr. Rain on Your Parade
Its not so much that hes trying to be a Acts out by bringing his elitist attitude to
spammer; its just that he really doesnt every post he can find. Nothing is good
know any better. enough for him. Every article he reads
sucks, and hes going to let you know it.
The Elite
Few make it to this level, but when Crazy Political Extremist
He only submits stories about
they do, the social media world is
in the palm of their hands. conspiracy theories, and he swears
he has the inside track on all the
inner workings of the government.
Wide Eyed Enthusiast
A pretty good social media user. Theyre just
now getting into it, and they want to take the
time to learn it properly. Theyll usually submit
useful content.
Second-Tier User
Has connections with the top users on the site, but
hes not quite on their level. A good percentage of
his submits go hot, and hes usually willing to help.
www.flickr.com/photos/nateperro/2130350582
AND THEY ARE NOT INTERESTED IN
TALKING ABOUT MAKEUP, INSTANT
SOUPS, DIGITAL CAMERAS, SAVING
PLANS, TELEVISIONS, BURGERS OR
JEANS IN A WAY THAT WOULD HELP
MARKET THESE PRODUCTS.
WWW.FLICKR.COM/PHOTOS/KEENAHN/3087637236
 O T AB O UT A D V E R TI S I N G .
BECAUSE WEB 2 .0 I S N
A N D R E L AT . ITS ABOUT
IO N S HIP S
ITS A B O UT P EO P LE
O LU T IO N S FO R T H E M .
SOCIAL ISSU E S A N D S

WWW.FLICKR.COM/PHOTOS/I_RULE/3886135769
WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442999077

IMAGINE SITTING AT A TABLE WITH FRIENDS WHEN

A STRANGER PULLS UP A CHAIR, SITS DOWN, AND
TRIES TO SELL YOU SOMETHING WHILE YOU ARE
TALKING TO YOUR FRIENDS... YOU WILL NOT GET
FAR WITH A STRATEGY LIKE THIS. SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML
WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442998865

SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML

INSTEAD, YOU SHOULD COME TO THE TABLE

AND SAY, 'HERE IS A PRODUCT THAT I HAVE
DESIGNED FOR YOU THAT IS GOING TO MAKE
YOU ALL BETTER FRIENDS.'
WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3443815350

Solving social failures in the offline world thats the principle that
makes online social networks attractive in the first place.
FIRMS SHOULD BEGIN TO DO THE SAME AND HELP
PEOPLE FULFILL THEIR SOCIAL NEEDS ONLINE.
To execute on this, firms will need to start making changes to the
products themselves to make them more social and leverage
group dynamics. SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML
Marketers should remember:
Social media is c a ll e d s o c ia l m e d ia b e c a u s e
the m e dia s u s e a n d p u rp o s e a re s o c ia l.
WWW.FLICKR.COM/PHOTOS/MCKLN/1290703890
THANK YOU!
Want to know more? Get in contact:
torsten.hensel@nouve-interplay.com
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