On & Off
SMSC
• Nu putem sa NU comunicam

plasament

produs
pret

etc…
promovare
Comunicarea…
pret
produs
serviciu

planificata

marcom
plasament

Tot restul…

neplanificata
Michael Conrad
•

What’s the BIG idea?

•
•
•
•
•
•
•
•
•
•
•
•

Product – idea
Name – idea
Design – idea
Audience – idea
...
???
???
Takete si Maluma
NOMEN EST OMEN
In – Out (cei 4P)

Out – In (cei 4C)

• Produs

Consumator

• Pret

Cost

• Plasament

Convenabilitate

• Promovare

Commu...
Multe modele
•
•
•
•
•

Cei 4 E
Experience
Exchange
Everyplace
Evangelism

•
•
•
•
•

Cei 4 A
Awareness
Acceptability
Avai...
De fapt, e simplu….
Publicitatea = Storytelling
De la inceputul lumii, o singura poveste: Boy meets Girl
(BMG)*

BMG = O r...
IMC
• Pastreaza promisiunea facuta consumatorului
• Mereu si consecvent

• Aceeasi promisiune, mereu si oriunde….
• Social media is any tool or service that uses
the Internet to facilitate conversations.
• ‘Social Media is the biggest change since the
industrial revolution.’
Business Week , August, 2005.
• ‘Companies that do...
• ‘Social media engages customers, deepens
relations, generates extra sales, faster time to
market, better NPD [new produc...
• Some sociologists believe humans are just copying machines,
basically.
• In the 1960s the sales of domestic air conditio...
• Social media fulfils a fundamental human
need: to communicate. We are social animals.
• We like to communicate with each...
• Social media is not just a marketing tool. It is,
effectively, a new way of running a business. It
requires a new compan...
• The ladder of engagement
• RO(M)I - ROE
• The ideal customer, or most valuable
customer, does not have to be someone who
buys a lot.
• The ideal customer could be...
•
•
•
•
•
•

Believability versus transparency
Contribution versus engagement
Participation versus conversation
Hearing ve...
• Classic marketing - SMART goals
• New marketing - SMARTER goals
• Social media is about speaking with, not “at”
people.
• Engage or die.

• It’s listening that separates social media
exp...
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Sorin psatta smsc
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Sorin psatta smsc

  1. 1. On & Off SMSC
  2. 2. • Nu putem sa NU comunicam plasament produs pret etc… promovare
  3. 3. Comunicarea… pret produs serviciu planificata marcom plasament Tot restul… neplanificata
  4. 4. Michael Conrad • What’s the BIG idea? • • • • • • • • • • • • Product – idea Name – idea Design – idea Audience – idea Distribution – idea Business – idea Price – idea Communication – idea Brand – idea Collaboration – idea Media – idea Event - idea
  5. 5. ???
  6. 6. ???
  7. 7. Takete si Maluma
  8. 8. NOMEN EST OMEN
  9. 9. In – Out (cei 4P) Out – In (cei 4C) • Produs Consumator • Pret Cost • Plasament Convenabilitate • Promovare Communicare
  10. 10. Multe modele • • • • • Cei 4 E Experience Exchange Everyplace Evangelism • • • • • Cei 4 A Awareness Acceptability Availability Affordability
  11. 11. De fapt, e simplu…. Publicitatea = Storytelling De la inceputul lumii, o singura poveste: Boy meets Girl (BMG)* BMG = O relatie O relatie (care dureaza) = promisiuni pastrate de ambii parteneri * Variante: BMB, GMG, BsMG, BsMGs etc.
  12. 12. IMC • Pastreaza promisiunea facuta consumatorului • Mereu si consecvent • Aceeasi promisiune, mereu si oriunde….
  13. 13. • Social media is any tool or service that uses the Internet to facilitate conversations.
  14. 14. • ‘Social Media is the biggest change since the industrial revolution.’ Business Week , August, 2005. • ‘Companies that don’t understand digital communities will die’. The Economist, September, 2005
  15. 15. • ‘Social media engages customers, deepens relations, generates extra sales, faster time to market, better NPD [new product development] and lowers the cost of doing business.’ • McKinsey survey (2009)
  16. 16. • Some sociologists believe humans are just copying machines, basically. • In the 1960s the sales of domestic air conditioning were followed and mapped for years. Findings showed that the best way to predict who would buy air conditioning came down to whether a person’s neighbor bought it. People had to see it to be likely to copy it. • Facebook, on the other hand, is like a digital version of the Mexican wave, because people can see what all their friends are doing.
  17. 17. • Social media fulfils a fundamental human need: to communicate. We are social animals. • We like to communicate with each other. • Social media facilitates this by helping us to communicate more easily, to more people, whenever we want.
  18. 18. • Social media is not just a marketing tool. It is, effectively, a new way of running a business. It requires a new company culture, which in turn requires company-wide support, systems and incentives. • It requires a new mindset: more listening, less shouting.
  19. 19. • The ladder of engagement • RO(M)I - ROE
  20. 20. • The ideal customer, or most valuable customer, does not have to be someone who buys a lot. • The ideal customer could be an influencer who is a small irregular buyer but who posts ratings and reviews, as the reviews could influence another 100 people.
  21. 21. • • • • • • Believability versus transparency Contribution versus engagement Participation versus conversation Hearing versus listening Collaboration versus relationships Empathy versus being human
  22. 22. • Classic marketing - SMART goals • New marketing - SMARTER goals
  23. 23. • Social media is about speaking with, not “at” people. • Engage or die. • It’s listening that separates social media experts from social media theorists.
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