16 September 2008 Event uk08

marketing marketing Me2 Marketing Brand awareness Experiental Marketing Guerilla Marketing Punk Marketing What’s next?

Me2 Marketing

Brand awareness

Experiental Marketing

Guerilla Marketing

Punk Marketing

What’s next?

meaningful relationships

meaningful

relationships

3 Cliches Advertising no longer works The Consumer is in control Long Tail, Long Tail and the Long Tail 3 Myths worth forgetting: Transparency is essential Blogging [or social media ] is the solution Brands have lost control

3 Cliches

Advertising no longer works

The Consumer is in control

Long Tail, Long Tail and the Long Tail

3 Myths worth forgetting:

Transparency is essential

Blogging [or social media ] is the solution

Brands have lost control

10 Truths about Marketing 2.0 360º Digital Influence: Ogilvy PR Worldwide

Your secrets are no longer secrets

Your secrets are no longer secrets

Your secrets are no longer secrets Authenticity, not transparency Solicitors & Accountants Transparency Brands Authenticity

Your secrets are no longer secrets

Authenticity, not transparency

Your secrets are no longer secrets Authenticity, not transparency A personality is real Bob Lutz Vice Chairman General Motors “ Global Warming is a total crock of Shit”

Your secrets are no longer secrets

Authenticity, not transparency

A personality is real

Bob Lutz

Vice Chairman

General Motors

“ Global Warming is a total crock of Shit”

Your secrets are no longer secrets Authenticity, not transparency A personality is real They know you are marketing

Your secrets are no longer secrets

Authenticity, not transparency

A personality is real

They know you are marketing

Your secrets are no longer secrets Authenticity, not transparency A personality is real They know you are marketing Falling asleep on hold is really bad

Your secrets are no longer secrets

Authenticity, not transparency

A personality is real

They know you are marketing

Falling asleep on hold is really bad

Your secrets are no longer secrets Authenticity, not transparency A personality is real They know you are marketing Falling asleep on hold is really bad Mistakes are opportunities

Your secrets are no longer secrets

Authenticity, not transparency

A personality is real

They know you are marketing

Falling asleep on hold is really bad

Mistakes are opportunities

Your secrets are no longer secrets Authenticity, not transparency A personality is real They know you are marketing Falling asleep on hold is really bad Mistakes are opportunities [Now] we trust in others

Your secrets are no longer secrets

Authenticity, not transparency

A personality is real

They know you are marketing

Falling asleep on hold is really bad

Mistakes are opportunities

[Now] we trust in others

Your secrets are no longer secrets Authenticity, not transparency A personality is real They know you are marketing Falling asleep on hold is really bad Mistakes are opportunities [Now] we trust in others Functions don’t matter

Your secrets are no longer secrets

Authenticity, not transparency

A personality is real

They know you are marketing

Falling asleep on hold is really bad

Mistakes are opportunities

[Now] we trust in others

Functions don’t matter

Your secrets are no longer secrets Authenticity, not transparency A personality is real They know you are marketing Falling asleep on hold is really bad Mistakes are opportunities [Now] we trust in others Functions don’t matter Your mother blogs

Your secrets are no longer secrets

Authenticity, not transparency

A personality is real

They know you are marketing

Falling asleep on hold is really bad

Mistakes are opportunities

[Now] we trust in others

Functions don’t matter

Your mother blogs

Your secrets are no longer secrets Authenticity, not transparency A personality is real They know you are marketing Falling asleep on hold is really bad Mistakes are opportunities [Now] we trust in others Functions don’t matter Your mother blogs Relevance is content / not publicity

Your secrets are no longer secrets

Authenticity, not transparency

A personality is real

They know you are marketing

Falling asleep on hold is really bad

Mistakes are opportunities

[Now] we trust in others

Functions don’t matter

Your mother blogs

Relevance is content / not publicity

some more truths… Users stay customers 50% more time (AT&T, 2002) Community users spend 54% more $ (EBay, 2006) Community users visit 9 times more (McKInsey, 2000) 56% of community users log in once a day (Annenberg, 2007)

Users stay customers 50% more time (AT&T, 2002)

Community users spend 54% more $ (EBay, 2006)

Community users visit 9 times more (McKInsey, 2000)

56% of community users log in once a day (Annenberg, 2007)

Are You at War too? Companies are at war with their customers… Businesses launch marketing campaigns based on strategies that target markets by bombarding people with messages in order to penetrate markets. Salespeople are on the frontline .

Companies are at war with their customers…

Businesses launch marketing campaigns based on strategies that target markets by bombarding people with messages in order to penetrate markets. Salespeople are on the frontline .

Social media not THE solution

Social media

not THE solution

new media Educate the consumer Help NOT interrupt Marketing: context not content Look for those that want to hear Added Value

Educate the consumer

Help NOT interrupt

Marketing: context not content

Look for those that want to hear

Added Value

social media Instant Messaging / Chats Blogs & Podcasts & VBlogs RSS feeds Social Networks E-mail? Recommendations WOM / BUZZ (70% offline) Ratings – Views, Favourites, Commented Opinions

Instant Messaging / Chats

Blogs & Podcasts & VBlogs

RSS feeds

Social Networks

E-mail?

Recommendations WOM / BUZZ (70% offline)

Ratings – Views, Favourites, Commented

Opinions

Why? Every body does…

Social Media Consumers SHARE everything: PHOTOS – family, private, professional VIDEO – idem MUSIC – iPod & iTunes (legal)… and the rest? KNOWLEDGE – Wikipedia Markets are conversations They are talking about your event… You should be there… YOU HAVE TO BE THERE!

Consumers SHARE everything:

PHOTOS – family, private, professional

VIDEO – idem

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

KNOWLEDGE – Wikipedia

Markets are conversations They are talking about your event… You should be there… YOU HAVE TO BE THERE!

Web 2.0 tools social networks (MySpace/Facebook) intranets (internal communications - wikis) blogging widgets micro-blogging (twitter) resources / Wikipedia leverage the power of video; consumer generated content

social networks (MySpace/Facebook)

intranets (internal communications - wikis)

blogging

widgets

micro-blogging (twitter)

resources / Wikipedia

leverage the power of video;

consumer generated content

Biggest Obstacle Senior Management

Biggest Obstacle

Senior Management

Events

event coverage – an example Media write story about product or issue at conference Media focus photos on product or spokesperson Will bitch about bad attitude of PR or spokesperson Circulation takes care of readership Bloggers write about experience at event Bloggers post photos about themselves and of fellow bloggers Will post about bad attitude of PR or spokesperson PR should share link with wider audience

Media write story about product or issue at conference

Media focus photos on product or spokesperson

Will bitch about bad attitude of PR or spokesperson

Circulation takes care of readership

Bloggers write about experience at event

Bloggers post photos about themselves and of fellow bloggers

Will post about bad attitude of PR or spokesperson

PR should share link with wider audience

Integrate the e x periences physical & virtual marketing the physical experience marketing the virtual experience database

marketing the physical experience marketing the virtual experience

where are you? professional social video / photo blogging micro-blogging niche networks brand owned

professional

social

video / photo

blogging

micro-blogging

niche networks

brand owned

build meaningful relationships

build

meaningful

relationships

16 – 25: Significant Changes Drivers license Vote First job / first career job University / move out of the house Credit / more buying power Become their own person

Drivers license

Vote

First job / first career job

University / move out of the house

Credit / more buying power

Become their own person

Begin anywhere. Not knowing where to begin is a common form of paralysis. John Cage

Begin anywhere.

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

John Cage

Nuno Machado Lopes [email_address] www.nunomachadolopes.com +351 916863479