2nd UNOMARKETING – RESPONSIBLE COMUNICATION
           September 28th – 29th 2010
                            29th,
      ...
SATOR &
THE GREEN EVENT




     Sator is an event promoter whose mission is to offer innovative, conscious, transforming
...
PRESENTATION




Unomarketing is an invitation to expand one’s awareness in relation to the role and the place of each 
in...
UNOMARKETING
      2009



1st Panel : Beyond words: am I committed to my personal responsibility?




2nd Panel : Creativ...
UNOMARKETING
     2009




5th Panel: New technologies, velocity and power.
                       g ,          y     p


...
SOCIAL
   ENTREPRENEURSHIP •              The Social Entrepreneurship Forum was a held parallel to Unomarketing and
      ...
CITY OF DREAMS




The
Th event also h d a trade show area that i i d the visitors to an experience where i b
            ...
DURING THE
      EVENT




The Kindness Cycle at Unomarketing in partnership with Umbigo do Mundo agency.
              y ...
PARTNERS
IN THE MEDIA




MEDIA PLAN                                     PRESS AGENCY RESULTS

• 28 advertisements run             ...
MEMORABLE
 QUOTES
                               “I have participated in many of these seminars and 
                     ...
MEMORABLE
 QUOTES                         “There doesn’t exist a separation between what
                                w...
UNOMARKETING 2010 PLATFORM LAUNCH
UNOMARKETING
    2010

           UNOMARKETING – RESPONSIBLE COMMUNICATION &
           UNOMARKETING RESPONSIBLE COMMUNICA...
UNOMARKETING
      PORTAL

      UNOMARKETING PORTAL LAYOUT (IN DEVELOPMENT, SUBJECT TO CHANGES)
      UNOMARKETING PORTAL...
UNOMARKETING
      PORTAL

                                  UNOMARKETING PORTAL 
                                  UNOMAR...
UNOMARKETING
     MAPPING

               INEDITED MAPPING OF THE MARKETS TO DEVELOP THE 
               INEDITED MAPPING ...
UNOMARKETING
  REPORTS


      UNOMARKETING REPORTS – RESPONSIBLE COMMUNICATION

                  REPORT TOPICS
         ...
UNOMARKETING
  SEMINAR




      Date: Setember 28th – 29th, 2010 – Venue: Fecomercio – São Paulo,SP, Brazil



          ...
PROPOSED SEMINAR
    SCHEDULE
                                          1st PANEL      3rd PANEL
                         ...
UNOMARKETING 2010
     DYNAMICS


Panel Dynamics


       Inspirator       Keynotes                     Inspiring speech

...
UNOMARKETING 2010
    DYNAMICS


Case Studies’ Dynamics

                            Company Case           Company Case
 ...
UNOMARKETING 2010
    DYNAMICS


Tendency Analysis / Sythesis of Commitments / Indicators


    Objectives: Present tenden...
SPEAKERS

                                          SUGGESTED KEYNOTE SPEAKERS
                                          S...
“What I want to say is that, the more we manipulate the less we
  participate,
  participate and the less we participate t...
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Unomarketing - Responsible Communication

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This is one of Sator\'s products. It is the main seminar in Brazil dealling with responsible communication. The most influential key players have shown their support to Unomarketing. Join us if you can!

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Unomarketing - Responsible Communication

  1. 1. 2nd UNOMARKETING – RESPONSIBLE COMUNICATION September 28th – 29th 2010 29th, Fecomercio – São Paulo / SP, Brazil
  2. 2. SATOR & THE GREEN EVENT Sator is an event promoter whose mission is to offer innovative, conscious, transforming solutions for organizations and individuals committed to attitudes that guarantee the balance between economic and social‐environmental development. The undertaking of this event evidences Sator’s mission because it arises from the premise that relationships that companies make with the market are constituted in the social context and, therefore, none of us, on our own, are able to solve all the questions that are placed before us as the greatest challenges of our time; which the next generations depend on our dedication to solve. The Green Event is a Sator initiative to transform the events we organize into sustainable ventures. A Green Event takes into account sustainable decisions in the planning, execution and post event phases. Actions may include any of the following: training volunteers and event service providers, waste management during the event and other promotional actions to increase the social environmental awareness of visitors and participants and finally a compensation of all greenhouse gases is calculated through a detailed research and report. The green event is not an award nor seal but rather a concept of corporate responsibility.
  3. 3. PRESENTATION Unomarketing is an invitation to expand one’s awareness in relation to the role and the place of each  individual in the immense and complex web that makes up the market of Communication and Marketing  and the sectors role in social and environmental issues. It is an opportunity to find your place in this great  challenge, shared by all and each one of us, to conduct and develop sustainable practices. Unomarketing brings into light the corporate need for transparency within the corporate communication market. brings into light the corporate need for transparency within the corporate communication market The Unomarketing Seminar brings together marketing and communication professionals to discuss new ideas, actions and concepts with service providers and consumers on Setember 28th and 29th, 2010 in  São Paulo, Brazil at Fecomercio. 
  4. 4. UNOMARKETING 2009 1st Panel : Beyond words: am I committed to my personal responsibility? 2nd Panel : Creative processes plus values, sensations and emotions: quality and commitment to the results. 3rd Panel: Reputation, value and public perception: actual results and impact of conscious content. 3rd Panel: Reputation value and public perception: actual results and impact of conscious content 4th Panel : Ethics and education to create a culture of values. José Pascowitch
  5. 5. UNOMARKETING 2009 5th Panel: New technologies, velocity and power. g , y p 6th Panel: Technological convergence and the new consumer. 7th Panel: Civil participation and strategic communication. 7th Panel: Civil participation and strategic communication 8th Panel: Youth interactions with media.
  6. 6. SOCIAL ENTREPRENEURSHIP • The Social Entrepreneurship Forum was a held parallel to Unomarketing and FORUM O U focused on the topic “Is what we offer in crisis or is the crisis a result of few p people thinking in solutions to the questions that we face?”.  The event provided an unique opportunity for the marketing and communication professionals to get to know social entrepreneur projects. 1st Panel: New medias and community activities.  How these great interactive possibilities can contribute to reaching our mission. 2nd Panel : SOCIAL CPM : Social cost per thousand.   What are  our control mechanisms and what can we do  3rd Panel : Alliances with the government. What are the to balance the investments that a company makes in our main questions that need to be solved for our alliance p j projects and campaigns to  say that they are investing in  p g y y g with the government to strengthen our efforts and g g our projects? provide better results to the public? 
  7. 7. CITY OF DREAMS The Th event also h d a trade show area that i i d the visitors to an experience where i b l had d h h invited h i i i h it became possible to believe that the city of dream could become reality through simple daily actions.  The stands and rows that the visitors walked through were not symmetrical and usual but they were g y y laid out in an organic fashioning like a new city filled with small streets.
  8. 8. DURING THE EVENT The Kindness Cycle at Unomarketing in partnership with Umbigo do Mundo agency. y g p p g g y Small gestures, together, make a big difference.  This was the purpose of which was put into practice during the event with gifting activities activities.  Unomarketing invited participants to renew their preconceived concepts and show that small  gestures really do make a difference.  And let’s go, one kind act at a time, build a better world to live in!
  9. 9. PARTNERS
  10. 10. IN THE MEDIA MEDIA PLAN PRESS AGENCY RESULTS • 28 advertisements run • 81 total clipping • 18 web banners through partner sites • 8 printed – 4 being in media vehicles with large  circulations (Valor Economico, Folha de São Paulo, Globo • 12 web banners posted by non‐partners and Gazeta Mercantil) • 75 thirty second spots on Rádio Eldorado • 73 online clippings • 57 e‐mail broadcasts • R$ 1,105,504: Approximate value of clippings (printed  coverage only) coverage only) • Pamphlet of the event in the Revista Época • 5.766 cm of total clipping
  11. 11. MEMORABLE QUOTES “I have participated in many of these seminars and  “I h ti i t d i f th i d I tell you that this is the one that has moved me  the most.” ‐ Rosa Alegria “In the 20th century, man began to notice that development produces transformations that impact the environment and were able to foresee the limit of this development model that increasingly burns fossil fuels, in an unsustainable manner.” ‐ José Goldemberg “The structure of this congress, in line with the four Ken Wilber quadrants, quadrants certainly contributes to give an expanded vision of how human systems transform and evolve.” ‐ Adolfo Jarrin
  12. 12. MEMORABLE QUOTES “There doesn’t exist a separation between what we feel, think and the fruit of being, feeling and acting. It is an absolute unity.” “It is all the same thing, what we are doing here is reverberating i b i into the universe.” h i ” – Christina Carvalho Pinto “Personal values and commitment are changing markets ” Personal markets. “Certification will lead products to develop ethical qualities.” “The most successful campaigns are those that have the highest moral values involved ” – Michael Conroy involved. “Esthetic is ethic.” “Communication is much more like an identity exercise than  manipulation of the form and of the packaging, to say that life is one  p p g g, y way when in reality it is another.” ‐ Ricardo Guimarães
  13. 13. UNOMARKETING 2010 PLATFORM LAUNCH
  14. 14. UNOMARKETING 2010 UNOMARKETING – RESPONSIBLE COMMUNICATION & UNOMARKETING RESPONSIBLE COMMUNICATION & PLATFORM LAUNCHING 2010 RESEARCH BY MAPPING  UNOMARKETING PORTAL  TENDENCIES AND KEY PLAYERS UNOMARKETING SEMINAR DEVELOPMENT OF REPORTS PLATFORM OBJECTIVE:  Be h PLATFORM OBJECTIVE B the main reference point f i f i for communication in relation i i i l i to sustainability practices and present relevant, dynamic content to the communication and marketing professionals, therefore creating new cultural  values for corporate communication created based on the exchange of information, for corporate communication created information,  experiences, cases and content.
  15. 15. UNOMARKETING PORTAL UNOMARKETING PORTAL LAYOUT (IN DEVELOPMENT, SUBJECT TO CHANGES) UNOMARKETING PORTAL LAYOUT (IN DEVELOPMENT SUBJECT TO CHANGES) Thematic rooms with the themes: Responsible p Seminar Consumption; Certification Information and Seals; Sustainable Brands;  Strategies in Communicating Sustainability and Sustainable Design. Guest columnist area, names confirmed: Hiran Castello  Branco, Ricardo Voltolini,  Rodrigo Bandeira, Dr. Michael  Unomarketing Conroy e Ismael Rocha Community with active participation of the members in forums and Recommendation of online researches li h blogs  and communities NGO project Reference and actions recommendations,  developed by organized by type, to  communication and communication and support and inspire  pp p marketing entities. our own projects
  16. 16. UNOMARKETING PORTAL UNOMARKETING PORTAL  UNOMARKETING PORTAL The Unomarketing Portal will be an online network focusing on communicating sustainability throughout our markets with tendencies, cases, videos, news and services. All y g , , , this will work together to consolidate our responsible roles to foment sustainable practices. Unomarketing Digital Media Unomarketing Digital Networking Within the portal we will have the Digital Networking tool, an online relationship based system that will allow you to develop professional ties to service providers, buyers and all the participants of Unomarketing. 
  17. 17. UNOMARKETING MAPPING INEDITED MAPPING OF THE MARKETS TO DEVELOP THE  INEDITED MAPPING OF THE MARKETS TO DEVELOP THE UNOMARKETING REPORTS MAPPING OF TENDENCIES MAPPING OF  KEY PLAYERS •Research of tendencies of marketing and •Thematic cluster identification from the tendencies communication that were identified. •Elaboration of an evidences matrix that • Research to identify organizations and people that will unite the most relevant tendencies make up these clusters Development of a dynamic map showing the relationships between the key players with names and cases studies involved in these global tendencies cases studies in these global tendencies.  Mapping partnership with Luiz Bouabci. Luiz Bouabci is involved with the complexity of networks. Obtained a masters degree in  Sustainability at Fundação Politécnica da Catalunha; his thesis was titled “ Sustainability – The Networks  Are The Way”. He obtained his bachelors degree in law and studied in Baker &  McKenzie in San Diego California for a time He also worked in the research and content team at in San Diego, California for a time. He also in the Amana‐key and coordinated the networks area of Ashoka – Social Entrepreneurship. He  currently is at the front of Mobconsult working with the complex mapping of human networks.
  18. 18. UNOMARKETING REPORTS UNOMARKETING REPORTS – RESPONSIBLE COMMUNICATION REPORT TOPICS REPORT TOPICS 2010 Responsible Consumption March Certification and Seals April Sustainable Brands May Responsible Communication Strategies June Sustainable Design July Sustainability and Digital Communication August Unomarketing 2010 Edition 2010 Edition September Unomarketing Reports Partner: Ricardo Voltolini Ricardo Voltolini is a journalist and consultant specialized in sustainability; publisher of the magazine Ideia Socioambiental and director of the consulting company Ideia Sustentável:  Estratégia e Inteligência em Sustentabilidade (Sustainable Idea: Sustainability Intelligence and S d Strategy) )
  19. 19. UNOMARKETING SEMINAR Date: Setember 28th – 29th, 2010 – Venue: Fecomercio – São Paulo,SP, Brazil Inspired by the Ken Wilber Integral  INDIVIDUAL INDIVIDUAL Framework concept the methodology was INTERIOR EXTERIOR adapted by Sator for the subjects of the Personal  Personal Technology, Technology Seminar. The subject matter th f S i Th bj t tt therefore development,                               Neurosciences and  integrates different fields of knowledge Self‐consciousness,  Biotechnology (science, philosophy, art, ethics and Conscience and  Psychology spirituality), bringing these concepts adapted p y), g g p p to the Communication and Marketing sectors COLLECTIVE COLLECTIVE with the goal to create a world view that will INTERIOR EXTERIOR bring about the development of a new culture Fashion, Media,   Fashion Media Social environmental  Social environmental between th communication and marketing  b t the i ti d k ti Consumption, responsibility,  professionals and the world in which it plays  Lifestyles,  Non‐profit  an important role and subsequently creating Cultural  values and   organizations,  Organizational   Organizational Participation and Participation and new approaches in facing the challenges that pp g g culture Leadership our planet and society faces.
  20. 20. PROPOSED SEMINAR SCHEDULE 1st PANEL 3rd PANEL Morning Morning Subject focused on Personal Subject focused on Development Technology Presentation of 2 Case Studies Presentation of 2 Case Studies 2nd PANEL 4th PANEL Afternoon Afternoon Subject focused on Consumption,  Subject focused on Social Responsiblity,  Media, Values and Culture Mobilizations, Third Sector,  Participation and Leadership Analysis of Tendencies Sythesis of Commitments Synthesis of Commitments Uno Pledge – Principles September Indicators 2010/2011 September 28th 29th
  21. 21. UNOMARKETING 2010 DYNAMICS Panel Dynamics Inspirator Keynotes Inspiring speech Bring other points of view to enrich the Multipliers Debators debate Guide debates around the focus Synthesisers Moderators q questions Synopsis “Listen” to the crowds reaction and the Listen catalysts, reflex, groups not represented and ask Resonance Box mirror questions
  22. 22. UNOMARKETING 2010 DYNAMICS Case Studies’ Dynamics Company Case Company Case Study 1 Study 2 Publicity Agency Representative Objectives: Verify through the experience of each Corporate Communication representative if the cases / Press Representative presented have questions Synthesiser (challenges, (challenges qualities and potenial) in common, such Marketing Representative as if the case use different means of communication and if it transmits clearly the Civil Society company’s values. Representative
  23. 23. UNOMARKETING 2010 DYNAMICS Tendency Analysis / Sythesis of Commitments / Indicators Objectives: Present tendencies, synthesis of the day and presentation of the sustainability indicators for propaganda. Uno Pledge – P i i l f 2010 / 2011 U Pl d Principles for 2010 / 2011  Based on what was presented at Unomarketing, principles will be defined for the communication and marketing professionals with goals to be reached by December 2011.
  24. 24. SPEAKERS SUGGESTED KEYNOTE SPEAKERS SUGGESTED KEYNOTE SPEAKERS Allan Kaplan  South African consultant, author of the book “Development Practitioners and Social Process ‐ Artists of the  Invisible” Derrick de Kerckhove Doctorate of French and French Literature through the University of Toronto, Canada and "Doctorat du 3e  cycle in the cycle" in the Art of Sociology through Tours University France Has lead for more than 20 years the McLuhan Tours University, France.  Has lead for more than 20 years Program of Culture and Technology at the University of Toronto. C. Otto Scharmer MIT Professor and visitor professor of the Center for Innovation and Knowledge Research; Founding Member of the SOL – Society for Organizational Learning. Co‐author of the book that brings the Theory of U in details. Peter Senge Founder of SOL S i t f O F d f SOL – Society for Organizational L i ti l Learning; guru of K i f Knowledge M l d Management. t
  25. 25. “What I want to say is that, the more we manipulate the less we participate, participate and the less we participate the more alone we are and are, the more we participate the less we can manipulate. And I think, for people in marketing, well for all of us actually, it is a very difficult balance to maintain that relationship between manipulation and participation; probably one of the most important things you must find a balance in, which is a struggle.” Allan Kaplan

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