Integrating the physical e X perience with the virtual e X perience Anyone with a point of few can now express it… beware they have nothing to lose. You, on the other hand, have everything to lose [or gain].

THE manual Cluetrain Manifesto http://www.cluetrain.com/ Published 25 Feb 2000 Rick Levine, Christopher Locke, Doc Searls and more

Cluetrain Manifesto

Introduction Markets are conversations 3 types of conversation going on [badly]: 1. Inside your organization 2. With your organization 3. Outside your organization Badly? Why? Command & Control Honest Direct No Bull Transparent Human Voice NOT Business Speak Are you talking TO or WITH your customers? Are you listening to THEM?

Markets are conversations

3 types of conversation going on [badly]: 1. Inside your organization 2. With your organization 3. Outside your organization

Badly? Why? Command & Control

Honest Direct No Bull Transparent

Human Voice NOT Business Speak

Are you talking TO or WITH your customers?

Are you listening to THEM?

right here, right now the consumer is now in control – work WITH them or they’ll work with someone else worse thing about NOT listening to your customer is your COMPETITOR is! no longer about Q uantity BUT Q uality markets are conversations NOT self promotion humanization is the new order

the consumer is now in control – work WITH them or they’ll work with someone else

worse thing about NOT listening to your customer is your COMPETITOR is!

no longer about Q uantity BUT Q uality

markets are conversations NOT self promotion

humanization is the new order

your customer yours?

your customer

yours?

Who’s REALLY in control?

The Customer Who owns your brand? Really? Who NEEDS who? Can you really SELL them what YOU (expert) believe?

Who owns your brand?

Really?

Who NEEDS who?

Can you really SELL them what YOU (expert) believe?

Where are YOU? Do you motivate your staff to speak human speak on your behalf? Do you think you converse through e-mail, brochure, Web Page, mission statements? Conversation = 2way! Lighten up – where’s the humour gone? (not jokes – Virgin – Apple used to be funny… oh & more popular) Step DOWN and talk to the people

Do you motivate your staff to speak human speak on your behalf?

Do you think you converse through e-mail, brochure, Web Page, mission statements? Conversation = 2way!

Lighten up – where’s the humour gone? (not jokes – Virgin – Apple used to be funny… oh & more popular)

Step DOWN and talk to the people

the evangelist viral marketing & WOM

the evangelist

viral marketing & WOM

manual #2 Creating Customer Evangelists How Loyal Customers Become a Volunteer Sales Force Published 02 Oct 2002 Ben McConnell & Jackie Huba Blog: http://www.churchofthecustomer.com/blog/

Creating Customer Evangelists

How Loyal Customers Become a Volunteer Sales Force

Published 02 Oct 2002

Ben McConnell & Jackie Huba

Blog: http://www.churchofthecustomer.com/blog/

Bar & Nightclub Industry Our market is saturated with choices And they keep launching more types of drinks! Today you market drink x tomorrow y and you complain about lack of loyalty? How do you sell a brand that is unknown to the public? Maybe you don’t…

Our market is saturated with choices

And they keep launching more types of drinks!

Today you market drink x tomorrow y and you complain about lack of loyalty?

How do you sell a brand that is

unknown to the public?

Maybe you don’t…

the state of advertising

the state of advertising

Advertising $400 billion is spent on advertising Return: single digit metrics in return Only 7% consumers think ads tell the truth (Forrester) Consumers see 3-5 THOUSAND messages per day (irrelevant & useless) 78% of advertisers claim traditional advertising has become less effective

$400 billion is spent on advertising

Return: single digit metrics in return

Only 7% consumers think ads tell the truth (Forrester)

Consumers see 3-5 THOUSAND messages per day (irrelevant & useless)

78% of advertisers claim traditional advertising has become less effective

New Advertising Educate the consumer Help them DON’T interrupt them Market context not content Find consumers who want to listen Give them value / help them

Educate the consumer

Help them DON’T interrupt them

Market context not content

Find consumers who want to listen

Give them value / help them

the experience

the experience

The Experience Product, Service, Experience Under promise – over deliver Maximize Satisfaction Minimize Sacrifice Differentiate Theatre

Product, Service, Experience

Under promise – over deliver

Maximize Satisfaction

Minimize Sacrifice

Differentiate

Theatre

Marketing the Physical Experience Anything and anyone visible to the customer is an act of theatre. Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage

Anything and anyone visible to the customer is an act of theatre.

Marketing the Physical Experience Look outside the box Look outside the Industry Redefine everything… Min imize consumer sacrifice Max imize consumer satisfaction Moments of truth Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage

Look outside the box

Look outside the Industry

Redefine everything…

Min imize consumer sacrifice

Max imize consumer satisfaction

Moments of truth

Social media

Social media

Social Media Instant Messaging / Chats Blogs & Podcasts & VBlogs RSS feeds E-mail? Future? Control Recommendations WOM / BUZZ Rating – Highest views Rating – Highest favourites Rating – Highest Commented

Instant Messaging / Chats

Blogs & Podcasts & VBlogs

RSS feeds

E-mail? Future? Control

Recommendations WOM / BUZZ

Rating – Highest views

Rating – Highest favourites

Rating – Highest Commented

why e-mail? everyone else is…

Email? Newsletter? Forget it – they have Open Rates U U U U U Spam Continues – deleting e-mail But consumers want RELEVANT information Seed the discussion (forum/bulletin board) Talk TO them NOT at them Use RIGHT channel: RSS? Email? Podcast? frequency – which one? Don’t ask me Ask…

Forget it – they have

Open Rates U U U U U

Spam Continues – deleting e-mail

But consumers want RELEVANT information

Seed the discussion (forum/bulletin board)

Talk TO them NOT at them

Use RIGHT channel: RSS? Email? Podcast?

frequency – which one? Don’t ask me Ask…

Social Media Consumers SHARE everything: PHOTOS – family, private, business VIDEO – same again MUSIC – iPod & iTunes (legal)… the rest? KNOWLEDGE – Wikipedia Conversation is ongoing They are talking about you… You could be there… You SHOULD be there!

Consumers SHARE everything:

PHOTOS – family, private, business

VIDEO – same again

MUSIC – iPod & iTunes (legal)… the rest?

KNOWLEDGE – Wikipedia

Conversation is ongoing They are talking about you… You could be there… You SHOULD be there!

Marketing online Success in marketing online generally is not about masses and masses of eyeballs. It's about the right eyeballs at the right time (i.e. targeted niche media wins vs broad reach media.)

Success in marketing online generally is not about masses and masses of eyeballs. It's about the right eyeballs at the right time

(i.e. targeted niche media wins vs broad reach media.)

Marketing online No longer about being BIG Small & excellent niche markets (you can’t please everyone – so why try?)

No longer about being BIG

Small & excellent

niche markets

(you can’t please everyone – so why try?)

Web 2.0 “tools” Profiles Video Audio Co-creation User generated content Widgets Share everything Connect with those connecting the most

Profiles

Video Audio

Co-creation

User generated content

Widgets

Share everything

Connect with those connecting the most

Social Networks Basic human need to connect We are social creatures Basic human need to share People love to share – number of blogs Open Source Movement User Generated Content Enhanced Knowledge Co-creation Online Identity - profile Viral Nature

Basic human need to connect

We are social creatures

Basic human need to share

People love to share – number of blogs

Open Source Movement

User Generated Content

Enhanced Knowledge

Co-creation

Online Identity - profile

Viral Nature

different rules of engagement 60% of trendsetters and 33% of mainstream 14-34 year-olds have a social networking page source: TrendCentral, May 2006 never break their trust Communicate honestly, accurately and openly do not be part of the establishment, but draw upon the establishment’s strength Stand for freedom vs. control Amplify their energy and enable their causes

60% of trendsetters and 33% of mainstream 14-34 year-olds have a social networking page source: TrendCentral, May 2006

never break their trust

Communicate honestly, accurately and openly

do not be part of the establishment, but draw upon the establishment’s strength

Stand for freedom vs. control

Amplify their energy and enable their causes

different rules of engagement development and marketing cannot be separated in order to create viral adoption Offer consumers what they want and need Involve consumers in the decision making Develop an open dialog with consumers, draw upon their ideas and innovations Tap into high-frequency social interactions, as well as week connections to others

development and marketing cannot be separated in order to create viral adoption

Offer consumers what they want and need

Involve consumers in the decision making

Develop an open dialog with consumers, draw upon their ideas and innovations

Tap into high-frequency social interactions, as well as week connections to others

MySpace – surprised?

Integrate physical & virtual experiences

Integrate physical

& virtual experiences

Integrating the Physical & Virtual Experiences SOCIAL NETWORK STAYING CONNECTED marketing the physical experience marketing the virtual experience

Niche Exclusive ASmallWorld

Niche Exclusive

ASmallWorld

Professional LinkedIn

Professional

LinkedIn

Social MySpace

Social

MySpace

Prof/Social ? Facebook for how long?

Prof/Social ?

Facebook for how long?

Micro Blogging Twitter

Micro Blogging

Twitter

Photo Sharing Flickr

Photo Sharing

Flickr

Bring it together Spock

Bring it together

Spock

So…

So…

Suggestions Ask dumb questions It’s all about the questions: What makes consumers come to my place? How can I help THEM improve the experience? What added value to the CONSUMER does each member of my team bring? What added value to the CONSUMER does each event/promotion bring? What makes a CONSUMER recommend us? How can I be with them online? What can we do that has never been done?

Ask dumb questions

It’s all about the questions:

What makes consumers come to my place?

How can I help THEM improve the experience?

What added value to the CONSUMER does each member of my team bring?

What added value to the CONSUMER does each event/promotion bring?

What makes a CONSUMER recommend us?

How can I be with them online?

What can we do that has never been done?

B2B - back2basics The onion ring Guinness – what’s the secret? 2 ears, 1 mouth so… listen THEN speak/act

The onion ring

Guinness – what’s the secret?

2 ears, 1 mouth

so… listen THEN speak/act

random thoughts – useless hints Avoid software. The problem with software is that everyone has it. Don’t clean your desk. Everyone does it. Don’t build processes. Everyone does it. Don’t hire expert barmen. Everyone does it. Hire real people & teach them to pour drinks. Don’t lower your prices, happy hours, weird cocktails – everyone does it. Sell an experience. CREATE THE EXPERIENCE very few do that .

Avoid software. The problem with software is that everyone has it.

Don’t clean your desk. Everyone does it.

Don’t build processes. Everyone does it.

Don’t hire expert barmen. Everyone does it. Hire real people & teach them to pour drinks.

Don’t lower your prices, happy hours, weird cocktails – everyone does it. Sell an experience.

CREATE THE EXPERIENCE

very few do that .

Begin anywhere. Not knowing where to begin is a common form of paralysis. John Cage – who? find out

Begin anywhere.

Not knowing where to begin is a common form of paralysis.

John Cage – who? find out

IGMarketing  thank you www.ig-marketing.com Nuno Machado Lopes [email_address]