EVENT UK 08
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EVENT UK 08

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Presented at the Panel Session at the Event UK 08 exhibition at the Birmingham NEC on the 16th September 2008.

Presented at the Panel Session at the Event UK 08 exhibition at the Birmingham NEC on the 16th September 2008.

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EVENT UK 08 Presentation Transcript

  • 1. 16 September 2008 Event uk08
  • 2. marketing marketing
    • Me2 Marketing
    • Brand awareness
    • Experiental Marketing
    • Guerilla Marketing
    • Punk Marketing
    • What’s next?
  • 3.
    • meaningful
    • relationships
  • 4.
    • 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
  • 5. 10 Truths about Marketing 2.0 360º Digital Influence: Ogilvy PR Worldwide
  • 6.
    • Your secrets are no longer secrets
  • 7.
    • Your secrets are no longer secrets
    • Authenticity, not transparency
    Solicitors & Accountants Transparency Brands Authenticity
  • 8.
    • 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”
  • 9.
    • Your secrets are no longer secrets
    • Authenticity, not transparency
    • A personality is real
    • They know you are marketing
  • 10.
    • 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
  • 11.
    • 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
  • 12.
    • 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
  • 13.
    • 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
  • 14.
    • 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
  • 15.
    • 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
  • 16. 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)
  • 17. 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 .
  • 18.
    • Social media
    • not THE solution
  • 19. new media
    • Educate the consumer
    • Help NOT interrupt
    • Marketing: context not content
    • Look for those that want to hear
    • Added Value
  • 20. social media
    • Instant Messaging / Chats
    • Blogs & Podcasts & VBlogs
    • RSS feeds
    • Social Networks
    • E-mail?
    • Recommendations WOM / BUZZ (70% offline)
    • Ratings – Views, Favourites, Commented
    • Opinions
  • 21. Why? Every body does…
  • 22. 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!
  • 23. 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
  • 24.
    • Biggest Obstacle
    • Senior Management
  • 25. Events
  • 26. 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
  • 27. Integrate the e x periences physical & virtual marketing the physical experience marketing the virtual experience database
  • 28. marketing the physical experience marketing the virtual experience
  • 29.  
  • 30. where are you?
    • professional
    • social
    • video / photo
    • blogging
    • micro-blogging
    • niche networks
    • brand owned
  • 31.
    • build
    • meaningful
    • relationships
  • 32. 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
  • 33.
    • Begin anywhere.
    • Not knowing where to begin is a common form of paralysis.
    • John Cage
  • 34. Nuno Machado Lopes [email_address] www.nunomachadolopes.com +351 916863479