IMC-MCOM 45 - Class 2

238 views
202 views

Published on

Powerpoint from Class #2 - MCOM 45. Note links list will be posted separately

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
238
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

IMC-MCOM 45 - Class 2

  1. 1. Event Marketing and Management<br />Class #2<br />Sept. 19/11<br />
  2. 2.
  3. 3. structure<br />method<br />content<br />top down<br />1 way<br />passive <br />static<br />inefficiently<br />shared<br />bottom-up<br />2 way<br />participative<br />dynamic<br />effectively<br />shared<br />
  4. 4.
  5. 5. TYPES OF EVENTS – BROAD CATEGORIES<br />
  6. 6. TED<br />AMD<br />TYPICAL<br />PRESENTATION<br />TYPICAL<br />ONLINE PRESENTATION<br />defined<br />TYPICAL<br /> VIRTUAL CONFERENCE<br />Le <br />Web<br />PANEL<br />DISCUSSION<br />TYPICAL<br /> 2nd LIFE PRESENTATION<br />STRUCTURE<br />face-to-face<br />tech +<br />WORLD CAFE<br />PODCAMP<br />user-defined<br />COFFEE SHOP<br />BARCAMP<br />CAMPFIRE CONVERSATION<br />UNCONFERENCE<br />“VIRTUALNESS”<br />
  7. 7. COMDEX 2011<br />TWEAKTOWN<br />SHE'S GEEKY<br />XPOFAIRS<br />COMIC CON G4 TV<br />WEB 2.0 EXPO SF 2011<br />LE WEB<br />WORLD CAFE<br />PODCAMP TORONTO<br />world’s ugliest link cloud…<br />
  8. 8. VIRTUAL EVENT TRENDS = GOOD<br />1) Virtual Comes of Age: In April 2010, CiscoLive<br />first hybrid (physical + virtual) event to <br />receive Event Marketer’s Grand Ex Award.<br />2) Hybrid Events Gaining Popularity: <br />‘09 - virtual-only events<br />‘10 - physical events added a virtual component (hybrid)<br />‘11, “should we go virtual?” is now “how do we add virtual<br />to our event?” VIRTUAL IS A NORM<br />3) The Rise of Gaming and Social Media:<br />Virtual event providers integrated with gaming <br />and social media offerings. <br />
  9. 9. VIRTUAL EVENT TRENDS = GOOD<br />4) Resurrected Brands: e.g COMDEX return as a virtual event. Underscores and models a business case for <br />virtual events viability for reviving conferences<br />or testing the market for new conferences.<br />5) True Consumer Driven Experiences<br />The user defines…<br />Mountain Dew Grabs Grand ExStella Artois Crowns Draught MasterHot Wheels<br />6) Deep Personalization<br />ASIC's NYC Marathon<br />
  10. 10. VIRTUAL EVENT TRENDS = GOOD<br /> 7) Relevant Product Integration<br />Beyond the BoothNike's Motel No-TellCadillac Culinary ChallengeBlack Eyed Peas and Blackberry <br />8) Hybrid Satellite Events<br />9) B2C @ B2B Events<br />International Porsche Dealership Cayenne LaunchInfinium Turns to Flash Mob to Team Build<br />
  11. 11. VIRTUAL EVENT TRENDS = GOOD<br />10) Narrowcasting via Behavior Mapping<br />4 Square, RFID, GPS<br />The Army and Air Force Score LeadsOn The Right Track<br />11) Persistent Online Platforms<br />TED - Event that never ends<br />Web presence that is a constant event<br />12) Virtual Crowdsourcing<br />13) Competitor Experiences<br />Naughty Volvo<br />
  12. 12. VIRTUAL EVENT TRENDS = NOT SO GOOD<br />The “First, Largest, Only” Hyperbole: <br />No One’s Home:<br />Pretty Graphics are Not UI Design:<br />Invisible Virtual Audiences:<br />ROI Confusion: <br />
  13. 13. INGREDIENTS<br />
  14. 14. PLANNING CYCLE<br />
  15. 15. APPROACHES<br />
  16. 16. TOOLS<br />
  17. 17. THE BUSINESS CASE<br />COVER PAGE:<br /><ul><li>Name of the organization.
  18. 18. Name of the specific project.
  19. 19. Name of the individual or team that has prepared the business case.
  20. 20. Date of preparation of the business case.
  21. 21. Whom the case is being submitted to</li></li></ul><li>THE BUSINESS CASE<br />EXECUTIVE SUMMARY<br />Be succinct!<br /><ul><li>Core Project Objective:
  22. 22. Expected Results (Chief Benefit):
  23. 23. Supportive Reasoning (Why do it?):</li></ul>Reasons/Explanation/Importance<br /><ul><li>Critical Success Factors: </li></ul>Success Factors/Justification/Priority<br /><ul><li>Project Team:</li></ul>Name/Designation/Role<br />
  24. 24. PROJECT DEFINITION the details)<br /><ul><li>Objectives: Bullets are good
  25. 25. Scope Statement: What is going to be delivered, by when, how much will it cost time/$ and how will it achieve the objectives.
  26. 26. Project Milestones: Outputs/Dates/MRP
  27. 27. Options considered/Reason for chosen path, along with the reasons for preferring some over others
  28. 28. Benefits to the BusinessBenefit/Impact/Success Criteria
  29. 29. Risk of Proceeding
  30. 30. Risk of Not Proceeding</li></ul>THE BUSINESS CASE<br />
  31. 31. Your Post-Class Post of the Week<br />Go to - <br />http://www.googleartproject.com/<br />Tell me what’s good/what’s missing<br />What would you do differently<br />Show me one example<br />

×