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.
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Think Big: A New Social Point Of View for Marketing.
- 1. think big: a new social media pov. ut mba – marketing fellows discussion 10.1.09 10/03/09 1
- 2. company & philosophy 10/03/09 2
- 3. game changer digital technology social mediums accessible info 10/03/09 3
- 4. barriers broken 10/03/09 4
- 5. marketing convention 10/03/09 5
- 6. vs. marketing utility 10/03/09 6
- 7. how do you define? 10/03/09 7
- 8. this is not about technology ? CTCA Strat Review 10/03/09 10/03/09 8
- 9. this is about people 10/03/09 9
- 10. in the not-so distant future EVERYTHING IN MARKETING WILL BE SOCIAL 10/03/09 10
- 11. think big think real 10/03/09
- 12. blend worlds CTCA Strat Review 10/03/09 10/03/09 12
- 13. tell stories 10/03/09
- 14. engineer to engage at every step CTCA Strat Review 10/03/09 14
- 15. currency to engage marketing !! ! wtf? requires company person social currency 10/03/09 15
- 16. competition or cause 10/03/09 16
- 17. spectacles or experience 10/03/09 17
- 18. surprises or status 10/03/09 18
- 19. case study http://vimeo.com/6303664 10/03/09 19
- 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. brand empathy branding ! “…” requires company person listening 10/03/09 21
- 22. social insight 10/03/09 22
- 23. competitive cgm 10/03/09 23
- 24. social scoring 10/03/09 24
- 25. social volumetrics 10/03/09 25
- 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. thank you Andy Hunter pursuitnow.com email | andyjhunter@pursuitnow.com twitter | andyhunter blog | experiencefreak.com sms | 50500 reeboot 10/03/09
- 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. SOCIAL INSPIRATIONS 10/03/09
- 30. thought leaders jane mcgonigal clay shirky danah boyd russell davies henry jenkins mark earls 10/03/09 30
- 31. Nike+ Campaign 31
- 32. Microsite Hub 32
- 33. Likeminded Brand Partners 33
- 34. Branded Product Extensions 34
- 35. Branded Product Extensions 35
- 36. Content Integration 36
- 37. Social Tools 37
- 38. Influencer Engagement 38
- 39. Blog 39
- 40. Email & Events 40
- 41. foursquare social app CTCA Strat Review 10/03/09 41
- 42. royal de luxe theater company
- 43. red bull flugtag
- 45. tru blood HBO Alternate Reality
- 46. signtific lab
- 47. Come Out & Play Festival
- 48. Nintendo Wii
- 49. zombie flash mobs
- 50. blame drews cancer 10/03/09 50
- 51. GEORGE LUCAS TOURNAMENT OF ROSES PARADE
- 52. thank you Andy Hunter pursuitnow.com email | andyjhunter@pursuitnow.com twitter | andyhunter blog | experiencefreak.com sms | 50500 reeboot 10/03/09
- 53. marketing innovation business optimization research & insight 10/03/09