Keynote aipmm may 2010
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Keynote aipmm may 2010

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Event in 2010 I was Keynote for AIPMM

Event in 2010 I was Keynote for AIPMM

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  • Thank them for having me and open up with questions.
  • The movement has begun:• People own Branding today• They talk about your brand• They discuss your brand when you are not there• There refer your brand and competitors to their networks 30+ x a day•
  • Earned Media• Building Trust & Authority online
  • Earning your audiences attention and social presence:• Touchpoint opportunities• Not relying on Social Networks but building a Community that the brand owns• Building out a SocialCRM database
  • Social Networking:• Use as an engagement tool• Searching the database• Reaching new audiences
  • Every stage involves a 360 degree thinking process
  • Dell’s IdeaStorm• Started to generate responses and feedback on what consumers want• Generates 100’s of ideas, free to Dell• Consumer experience is much higher• Reduced the Research and speed-to-market times from 9 months to 2-1/2 months• Voting allows for escalating the wheat from the chaff as ideas go, community votes
  • Bringing great products to market using research from brand followers• Ideas are pushed up by users• Starbucks is giving the medium and the starting points of discussions• The Community takes over, better ideas, less time and unbiased opinions
  • The shift from Advertising a product to talking about a product• Huge shift in thinking• People are talking about you and your competition• Push vs Pull Thinking• Shifting your strategy to incorporate social as a channel
  • Thanks and it’s been an honor to be here kicking off the event• Enjoy the next 2 days• Social Workshops-we will cover in greater detail how you put this into practice more

Transcript

  • 1. AIPMM KEYNOTE
    MAY 24, 2010
  • 2. A FEW QUESTIONS
    RESEARCH
  • 3. QUESTION 1
    How many of you have commented
    on a Blog, Brand website or
    any other site?
  • 4. QUESTION 2
    How many of you made a buying decision
    based on a rating or review of a product
    from a website you visited
  • 5. QUESTION 3
    How many of you have asked or been asked
    for a referral of a product or service
    and were sent or you sent a link to
    someone you know?
  • 6. QUESTION 4
    How many of you have researched a product
    or service using the newspaper,
    direct mail or magazine AND made
    a buying decision based on the research?
  • 7. WHY?
  • 8. A STORY
    LOSING CONTROL
  • 9. LOSING CONTROL
    Merged Groups
    Allowed Feedback
    Built Trust
    Gained Credibility
    Enabled Fans to own Brand
    Supported the Groundswell
    *Global Interactive Marketing 2009
  • 10. FACEBOOK STATS
    4,600+ Photos
    95+ Videos
    500,000+ Likes
    90,000+ Comments
    5,000 Mentions a Day
    *Global Interactive Marketing 2009
  • 11. KEY LEARNINGS
    Increased Loyalty
    Abandoned Start from Zero
    Social is a Tactic
    Fish where the fish are
    Moderation is a must
    *Global Interactive Marketing 2009
  • 12. A STORY
    AUDIENCE ALIGNMENT
  • 13.
  • 14. LEARNINGS
    150 Book Outreach
    36,000 Posts
    Changed Up Approach
    Built a Groundswell
  • 15. THE OPPORTUNITY
    EARNED MEDIA
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. SPEED TO MARKET
    FREE RESEARCH
  • 21.
  • 22.
  • 23. THE SHIFT
    CHANGE YOUR THINKING