think big: a new social media pov.
ut mba – marketing fellows discussion 10.1.09




                              10/03/0...
company
           & philosophy




10/03/09                  2
game changer




digital technology
   social mediums
    accessible info

             10/03/09                  3
barriers
           broken




10/03/09              4
marketing
           convention




10/03/09                5
vs. marketing
               utility




10/03/09                   6
how do you define?




10/03/09                       7
this is not about
                               technology




                              ?


CTCA Strat Review 10/03/...
this is
about people




               10/03/09   9
in the not-so distant future


 EVERYTHING IN
MARKETING WILL
     BE SOCIAL
   10/03/09                              10
think big
think real



             10/03/09
blend
                             worlds




CTCA Strat Review 10/03/09
      10/03/09                        12
tell
           stories




10/03/09
engineer to engage
                                at every step




CTCA Strat Review 10/03/09                        14
currency to
                                         engage




                            marketing
      
!!    !
     ...
competition
             or cause




10/03/09                 16
spectacles
           or experience




10/03/09                   17
surprises
           or status




10/03/09               18
case study




           http://vimeo.com/6303664
10/03/09                                           19
marketing
                                                                                                          princi...
brand empathy




                     branding
           !
          “…”
                     requires
company     perso...
social insight




10/03/09                    22
competitive
              cgm




10/03/09                 23
social scoring




10/03/09                    24
social
           volumetrics




10/03/09                 25
marketing
                                                                                                    takeaways


...
thank you
Andy Hunter
pursuitnow.com
email | andyjhunter@pursuitnow.com
twitter | andyhunter
blog | experiencefreak.com
sm...
speaker
                                                                   bio




Andy’s experience spans the marketing c...
SOCIAL INSPIRATIONS


        10/03/09
thought leaders




jane mcgonigal   clay shirky   danah boyd   russell davies   henry jenkins   mark earls




          ...
Nike+ Campaign




                 31
Microsite Hub




32
Likeminded
     Brand Partners




33
Branded Product
   Extensions




                  34
Branded Product
        Extensions




35
Content
     Integration




36
Social Tools




               37
Influencer
     Engagement




38
Blog



       39
Email &
     Events


40
foursquare
                              social app




CTCA Strat Review 10/03/09                 41
royal de luxe
theater company
red bull flugtag
yelp
augmented reality
tru blood
HBO Alternate
   Reality
signtific lab
Come Out &
Play Festival
Nintendo
   Wii
zombie
flash mobs
blame drews cancer




10/03/09                        50
GEORGE LUCAS
TOURNAMENT OF
 ROSES PARADE
thank you
Andy Hunter
pursuitnow.com
email | andyjhunter@pursuitnow.com
twitter | andyhunter
blog | experiencefreak.com
sm...
marketing innovation
business optimization
  research & insight




      10/03/09
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Think Big: A New Social Point Of View for Marketing.

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Presentation to the UT McCombs Business School-Marketing Fellows group.
(for more thinking see experiencefreak.com)

Think Big: A New Social Point of View, discusses the impact of technology on marketing and the need to change the management context, organizational structures and philosophy behind executing marketing campaigns.

Everything's increasing social.. and social media as a tactic is the wrong context. Storytelling campaigns that have inherently social elements and a social currency will be the future of brand marketing.

Inspiration and fodder for the presentation includes past thinking from thought leaders Henry Jenkins, Jane McGonigal, Mark Earls, Russell Davies and others.

Published in: Business, News & Politics

Think Big: A New Social Point Of View for Marketing.

  1. 1. think big: a new social media pov. ut mba – marketing fellows discussion 10.1.09 10/03/09 1
  2. 2. company & philosophy 10/03/09 2
  3. 3. game changer digital technology social mediums accessible info 10/03/09 3
  4. 4. barriers broken 10/03/09 4
  5. 5. marketing convention 10/03/09 5
  6. 6. vs. marketing utility 10/03/09 6
  7. 7. how do you define? 10/03/09 7
  8. 8. this is not about technology ? CTCA Strat Review 10/03/09 10/03/09 8
  9. 9. this is about people 10/03/09 9
  10. 10. in the not-so distant future EVERYTHING IN MARKETING WILL BE SOCIAL 10/03/09 10
  11. 11. think big think real 10/03/09
  12. 12. blend worlds CTCA Strat Review 10/03/09 10/03/09 12
  13. 13. tell stories 10/03/09
  14. 14. engineer to engage at every step CTCA Strat Review 10/03/09 14
  15. 15. currency to engage marketing 
!! ! wtf? requires company person social currency 10/03/09 15
  16. 16. competition or cause 10/03/09 16
  17. 17. spectacles or experience 10/03/09 17
  18. 18. surprises or status 10/03/09 18
  19. 19. case study http://vimeo.com/6303664 10/03/09 19
  20. 20. marketing principles Human Focused: People’s needs, influences and drivers first before platform and technology. Beyond Technology: Experiences, a story, meaningful, or larger than life. Environmental Management & Engineering: Playing close attention to participants and providing real, digital and augmented experiences to interact within. An Engagement Currency: 10/03/09 20
  21. 21. brand empathy branding ! “…” requires company person listening 10/03/09 21
  22. 22. social insight 10/03/09 22
  23. 23. competitive cgm 10/03/09 23
  24. 24. social scoring 10/03/09 24
  25. 25. social volumetrics 10/03/09 25
  26. 26. marketing takeaways Stay Human Focused: People’s needs, influences and drivers first before platform and technology. Think Beyond Technology: Experiences, a story, meaningful, or larger than life. Craft the Environment & Engineer for an Experience. Playing close attention to participants and providing real, digital and augmented experiences to interact within. Have an Engagement Currency: A reason to engage: competition, status, tangible/intangible reward, content or cause. Listen, Find Meaning in the Mentions: Look at your brand in terms of how people talk about it vs. how you want it to be percieved. 10/03/09 26
  27. 27. thank you Andy Hunter pursuitnow.com email | andyjhunter@pursuitnow.com twitter | andyhunter blog | experiencefreak.com sms | 50500 reeboot 10/03/09
  28. 28. speaker bio Andy’s experience spans the marketing communication landscape working for many of the world’s leading fortune 500 brands including American Express, BMW, Walmart, Sears and PwC Consulting. He focuses on digital innovation, web marketing and integrated communication strategy. He is a former ad-agency director and planner having worked for Ogilvy, Young & Rubicam, Hakuhodo Int’l and Hill Holliday. As founder of GSDM’s brand connections practice he led efforts to extend brands into digital experience, emerging technologies and transmedia storytelling. In parallel to his current duties at PURSUIT, he’s served as an advisor to several new media and technology startups concentrated in the online video, social networking and integrated communications space. He is a past speaker-moderator at events including MIT’s Future of Entertainment, SXSW Interactive and Digital America. 10/03/09 28
  29. 29. SOCIAL INSPIRATIONS 10/03/09
  30. 30. thought leaders jane mcgonigal clay shirky danah boyd russell davies henry jenkins mark earls 10/03/09 30
  31. 31. Nike+ Campaign 31
  32. 32. Microsite Hub 32
  33. 33. Likeminded Brand Partners 33
  34. 34. Branded Product Extensions 34
  35. 35. Branded Product Extensions 35
  36. 36. Content Integration 36
  37. 37. Social Tools 37
  38. 38. Influencer Engagement 38
  39. 39. Blog 39
  40. 40. Email & Events 40
  41. 41. foursquare social app CTCA Strat Review 10/03/09 41
  42. 42. royal de luxe theater company
  43. 43. red bull flugtag
  44. 44. yelp augmented reality
  45. 45. tru blood HBO Alternate Reality
  46. 46. signtific lab
  47. 47. Come Out & Play Festival
  48. 48. Nintendo Wii
  49. 49. zombie flash mobs
  50. 50. blame drews cancer 10/03/09 50
  51. 51. GEORGE LUCAS TOURNAMENT OF ROSES PARADE
  52. 52. thank you Andy Hunter pursuitnow.com email | andyjhunter@pursuitnow.com twitter | andyhunter blog | experiencefreak.com sms | 50500 reeboot 10/03/09
  53. 53. marketing innovation business optimization research & insight 10/03/09

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