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Mobile Convention Amsterdam - Human Dialogue - Jonathan MacDonald
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Mobile Convention Amsterdam - Human Dialogue - Jonathan MacDonald

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Presentatie van Jonathan MacDonald tijdens Mobile Convention Amsterdam 2011

Presentatie van Jonathan MacDonald tijdens Mobile Convention Amsterdam 2011

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  • 1. jonathan macdonald@jmacdonald#MoCoAm
  • 2. optimised information, optimised messagesoptimised conversation, optimised response
  • 3. powerful strategies, powerful people,powerful structures, powerful processes
  • 4. the ultimate goal ofadvertising & marketing isto selloffering products,services, content &communications thatengage people, is theultimate way of achievingthat goal
  • 5. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  • 6. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  • 7. objectives | strategies | tactics | tools, platforms, channels
  • 8. capability & affordability of technology =objectives | strategies | tactics | tools, platforms, channels
  • 9. capability & affordability of technology citizen ability to create, edit, publish & share =objectives | strategies | tactics | tools, platforms, channels
  • 10. capability & affordability of technology citizen ability to create, edit, publish & share brand democratisationobjectives | strategies | tactics | tools, platforms, channels
  • 11. capability & affordability of technology citizen ability to create, edit, publish & share brand democratisation affecting allobjectives | strategies | tactics | tools, platforms, channels
  • 12. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  • 13. 1/3. less attrition betweenawareness and conversion, enhancing engagement – Amazon NFC payments
  • 14. 2/3. citizen journalism, empowering engagement –CNN iReport “where people take part in the news”
  • 15. 3/3. advocurrency, rewarding engagement –Palms Hotel grading guests by online influence
  • 16. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  • 17. 1/3. increase levels of understanding –to engage more effectively
  • 18. 2/3. building relationships –to engage more strategically
  • 19. 3/3. growing trust –to engage more respectfully
  • 20. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  • 21. 1/4. positive interactions – enabling people toengage: when, where and how they desire
  • 22. 2/4. positive sentiment – learning from opinion whileempowering people to see the value in sharing
  • 23. 3/4. positiveadvocacy –enabling others tospread the goodword and defendyou when thingsdon’t work out
  • 24. 4/4. positive sales growth –turning interaction, sentiment andadvocacy into sales Real Madrid app with over 100,000 users spending av.€12/month
  • 25. if you want to:increase sales and profitthrough higherengagement with existingand new users, customersor consumersplease get in touch
  • 26. jonathan macdonaldme@jonathanmacdonald.cominfo@thisfluidworld.comthisfluidworld.cominfo@humandialogue.comhumandialogue.com