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DARWIN’S MARKETING EVOLUTION
Memetics
a brand new method to discover
true CX
internet memes
WHAT IS MEMETICS?
20th century: messages on posters
21st century: messages INTO heads
two great discoveries of biology
Mendel: the mechanics of inheritance is based on discrete entities (genes)
Darwin: species are created from one to another (evolution)
Darwin and Mendel together have discovered a lot more, than just the logic of biology
the Mendel theory: replicators
The logic of biology: Life is generated from things that can not live on their own, but when creating certain groups, together they generate living beings (genes)
My dog’s eyes are brown - so does mine – it is caused by the same gene
...and now when genes created certain living beings with huge brain, within which billions of thoughts exist, new replicators have emerged:• money (a certain type – the capital)• memes („genes” of the human thoughts)
structures of life
a strong logical isomorphism among the different forms of life
Biology Psychology Economics
the replicator gene meme capital
the beings beings cogn. schemata enterprises
the products symptoms of life thoughts products
Because of the same logic of the structures, knowledge acquired at one domain can be
transferred to other domains
fundamentals of memetics
meme = cognitive element that might be copied; they generate thoughts
replication = multiplication; viral spreading
memes compete
successful memes spread (identifiable success criterias)
the memetic levelT
he
leve
l of t
hou
ght
sM
em
etic
leve
l
10
not every thought is a meme
typically non-memes:• basic emotions• attitudes• instincts• self-defence mechanisms• basic psychological functions • economic environment
these determinethe „life conditions”
for the memes or memplexes
These are the “environmental conditions”that memetic marketing has to accomodate.
what is memetic research?
• We search meme beings• What is alive + and what could be living?• Memes are with us, if we search them or not,
and determine our life• Memes spread, even if they are true or not• The result is the real CX
Memetics shows how a brand and it’s market, or a product and it’s customers do NOT fit
examples for memes and non-memes
smart drugs
‘getuppa’müszi
connecting people war on
terror
a meme
not a memenot a meme
a meme
a meme
the use of memetics in CX
• Find out what the real CX is• Find out what customers are sharing about their CX• Define what can you influence in CX (and what not)• Identify what could cause positive sharing
Goal:
Customers talk about their positive CX
Method:
Create memes that will spread, memes that will generate positive thoughts
the Twitter CX
2 memetic clusters, on top of everything:
1. Addictivity. About 20% of all memes were about the fact that Twitter is addictive.
2. Facebook. Another 15% of the memes were comparing Twitter to Facebook.
After separating these,the dimensions of Twitterwere easily identifiable
memetic dimensions of Twitter
One and Other end Name of dimension
Explain power
Bad thing Good thing Judging 22,6%
Needless Useful Necessity 17,0%
Hatred Love Emotions 16,6%
Liar True Truthful 8,4%
On Facebook you lie to those you know, while on Twitter you tell the truth to unknown
meaning of the dimensions
Name of dimension
Meaning of the memes on one end
Meaning of the memes on other end
Judging Diverts from everyday life
Perfect for info sharing
Necessity Filled with nonsense stuff
Useful to manage relationships
Emotions More and more difficult
My home when I am not at home
Truthful No „twitter-ethics” I can be true as true can be
Twitter becoming more Facebook-like would be disastrous
Darwin’s major references
Darwin’s services
Memetic brand experience Memetic product/service strategy Employee experience memetics Local CX, local embedding
The memes thank you for your attention!
Zoltán BRANDTmanaging partner [email protected]