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Great job! + tx 4 the mention [see, I read till the very end! :) ]
BTW: What tool produced the stats on slide 52?

Cheers,
Steve

— Steve Johnson-Wozowiecki
Thanks Steve. Much appreciated coming from you. And hell yeah, you DID read until the end. not bad. not bad mein freunde. The tool on slide 52 is just one of many I have had a look at and nothing I particularly recommend. I find it has some major flaws at the moment... Anyway, it´s http://www.ubervu.com/

What´s your or anyone elses fav tool?

— Joakim Vars Nilsen
Great comment Nguyen. Maybe it´s like you say, that the thought of losing control is a main barrier for embracing this new model? With more tools - that work that is - delivering realtime stats should make it difficult to neglect the need for a repetitive continuously marketing cycle.
— Joakim Vars Nilsen
Good round up Joakim, and some great points in here. Thanks for sharing it
— neilperkin
Thanks Neil. Someone has to do the job... ;)
— Joakim Vars Nilsen
Well defined stratergies.
— zionaetzion
Much appreciated zionaetzion.
— Joakim Vars Nilsen
Joakim, nice overview; concisely delivered. A topic I've been thinking about is scale and social media centered marketing. I totally agree with the way you recommend segmenting into tribes. This then means that you as a brand need to decide on which tribe or tribes.

Tightly focused niche brands can do well in this space, because they are already built around the needs of a highly segmented population. Megabrands can do well, because they have the resources to build up a multitribe approach.

The brands that are stuck in the middle might have some trouble. Like for instance, if you're a largish me-too brand in a small market like the Norwegian one. No amount of activation and social media magic is going to have long term effect unless the work is done at the core of the brand. And of course, most norwegian brands slot nicely in to the me too slot.

And here's the rub. Are they financially able (with a small supporting market) to split into a multi tribal marketing approach? Are they committed enough to expand internationally into a single tribe/segment approach - thereby retaining scale?

The internet has already restructured many industries due to the power of disintermediation, search and transaction scale. Seems to me the next wave of restructuring is upon us, brought on by social media. This time its the traditional brands who will be challenged.

— A visitor
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