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)

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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 brandt@darwins.hu