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IMC-MCOM 45 - Class 2
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IMC-MCOM 45 - Class 2

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

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

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IMC-MCOM 45 - Class 2 IMC-MCOM 45 - Class 2 Presentation Transcript

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