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  • Fail forward fast.\n#Cabernet day\n\nThe point of purchase is where ROA is realized based on how much info a person can access at that moment (on their mobile device).\n\nVineyard analogy!\n
  • Analog ad - trying to capture attention out of all the other ads in that magazine. Digital ad - if the brand has an engaged audience they’ll capture and retain attention, not just now but forever.\n
  • people buying and sharing product experiences are keeping up with technology. your competitors are keeping up with technology. I hear from small businesses “we can’t afford social media” to which I reply, “you can afford NOT to adopt social media”. \n\nWine & Travel (like my trip here) are shared experiences.\n
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  • people buying and sharing product experiences are keeping up with technology. your competitors are keeping up with technology. I hear from small businesses “we can’t afford social media” to which I reply, “you can afford NOT to adopt social media”. \n\nWine & Travel (like my trip here) are shared experiences.\n
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Roa deck Roa deck Presentation Transcript

  • ROA - Return on Attentionturning attention into intention #FMSMW
  • #FMSMW
  • More content is created online every 48 hours than from the dawn of man to 2003. -Eric Schmidt, Google CEO #FMSMW
  • #FMSMW
  • #FMSMW
  • MYMessage #FMSMW
  • #FMSMW
  • What’s the Return on Investment? #FMSMW
  • attentionWhat’s the Return on Investment? #FMSMW
  • #FMSMW
  • ROA = time(impressions + reach + influence) #FMSMW
  • dawn of brand curation1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 #FMSMW
  • Attention -> Intention1. first moment of truth2. humanize3. build trust4. educate5. offer #FMSMW
  • the old way of getting someone’s attention #FMSMW
  • the new way of getting someone’s attention #FMSMW
  • where do people direct their attention? advertising study via clicker.com 12/10 #FMSMW
  • #FMSMW
  • #FMSMW
  • #FMSMW
  • #FMSMW
  • #FMSMW
  • #FMSMW
  • #FMSMW
  • #FMSMW
  • Location Based Marketing #FMSMW
  • #FMSMW
  • Global smartphone shipments increased 74% from 2009 to 2010. -Berg Insight #FMSMW
  • engage a person at the first moment of truth favorite ice cream FOLLOW Like Us #FMSMW
  • ROA = time(impressions + reach + influence)1. first moment of truth2. humanize3. build trust4. educate5. offer #FMSMW
  • Q+A #FMSMW