CMO Congress Gdansk June 2013 - Michael Leander presentation

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Michael Leander's presentation at the CMO Congress in Gdansk, Poland on 13 June 2013.

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CMO Congress Gdansk June 2013 - Michael Leander presentation

  1. 1. CMO CONGRESSGDANSK, POLAND June 2013
  2. 2. @michaelleander#michaelleanderPictures here:facebook.com/michaelleandernielsenPinterest.com/michaelleanderEmail address: michael@michaelleander.me
  3. 3. ACTIONTALK
  4. 4. @shivsingh http://goingsocialnow.comThe purpose of a businessis to create a customerwho creates customers
  5. 5. Meet your customerswhere they are
  6. 6. Which presentation?A – With funny videosB – Without funny videos
  7. 7. Video 1
  8. 8. How do most people makebuying decisions?With logic With emotions
  9. 9. Buyers don’t make logical,rational buying decisions.They make emotional decisionsand then justify those decisions byrationalizing themafter the fact.70/30
  10. 10. Whatever you do, make sure thatyou create a [unique] feel good feeling
  11. 11. Observations& a fewtactical tips
  12. 12. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - ActionEngagementShare is goodAction is bestLike is NOT a currency, engagement is @michaelleander
  13. 13. The power of social is in the sharePage likes 5.000Shared 222Reach 23.168Clicks ?Likes 74Call toaction
  14. 14. Video 2 - The Power of Paper
  15. 15. The powerofmarketingis in theconversion
  16. 16. Use commonsense > increaseyour conversion ratesBanner advertisementLanding page
  17. 17. The Danger ofBand Wagon
  18. 18. New opportunities to interactand get a response from youraudience using QR codes (or not)
  19. 19. Me too, me too, me too,me too, me too, me too !
  20. 20. Drink and scan –if you can !
  21. 21. The Power of Mobility &Opportunities in 2nd Screen
  22. 22. Scan anddownloada book
  23. 23. New challenges,new opportunitiesTouch
  24. 24. Does she scroll?• Average pixel length ofa vertical scroll?
  25. 25. Responsive web design – make sure you deliver agood to great experience across all devices
  26. 26. Foursquare –mobile & relevanttime and placeoffers
  27. 27. The Power OfA Name
  28. 28. Cola in Ghana - What is the problem?
  29. 29. What is the problem?Lumia in Spanish? Peugeot in South ChinaBiao zhi
  30. 30. Extra large bags in Finland Snow in Iran
  31. 31. YournameReputationAccessibleOwn it !SEOtechnicalYour namein contextGlobally /Locally
  32. 32. www.namechk.com
  33. 33. The Power OfWords
  34. 34. Video 3 - The Power of Words
  35. 35. Which last step call to actionbutton is more effective?Get my thing Get your thingWins 9 out of 10 times
  36. 36. It’s complicated !The power of a culture ofexperimentation
  37. 37. … peoplenever forgethow youmade themfeel (cats too)Nothing beats theFeel Good Feeling

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