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Panel: the old marketing rules are broken - 50th ICCA world congress

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Together with Katrin Schmitt (Webguerillas) and Urs Haeusler (Amiando), we spent an hour outlining how marketing has been changed by Social Media.

Together with Katrin Schmitt (Webguerillas) and Urs Haeusler (Amiando), we spent an hour outlining how marketing has been changed by Social Media.

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  • 1. ME205 The old marketing rules are broken Urs Haeusler, Kate Schmitt, Lykle de Vriesdinsdag 25 oktober 11
  • 2. Kate - @nothing_to_add Urs - @ursgossip Lykle - @lykledinsdag 25 oktober 11
  • 3. First, we have some questions for youdinsdag 25 oktober 11
  • 4. post your questions on our Twitter-wall: #icca2011smdinsdag 25 oktober 11
  • 5. Marketing vs. Social Media Lykle de Vries - 50th ICCA World Conferencedinsdag 25 oktober 11
  • 6. a pleadinsdag 25 oktober 11
  • 7. http://www.flickr.com/photos/memestate/54408373/in/photostream/dinsdag 25 oktober 11
  • 8. http://www.flickr.com/photos/jeffcapeshop/2186416612/dinsdag 25 oktober 11
  • 9. http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/dinsdag 25 oktober 11
  • 10. the world has changeddinsdag 25 oktober 11
  • 11. information is freedinsdag 25 oktober 11
  • 12. http://www.flickr.com/photos/inju/112082907/dinsdag 25 oktober 11
  • 13. TV http://www.flickr.com/photos/roadsidepictures/276395210/dinsdag 25 oktober 11
  • 14. Radio http://www.flickr.com/photos/imh/3297961043/dinsdag 25 oktober 11
  • 15. http://www.storytellersmediagroup.com/dinsdag 25 oktober 11
  • 16. dinsdag 25 oktober 11
  • 17. Closed Selective Controllingdinsdag 25 oktober 11
  • 18. gate keepersdinsdag 25 oktober 11
  • 19. (are you a gate keeper?)dinsdag 25 oktober 11
  • 20. do you think you are?dinsdag 25 oktober 11
  • 21. you might be disappointed...dinsdag 25 oktober 11
  • 22. gate keepersdinsdag 25 oktober 11
  • 23. dinsdag 25 oktober 11
  • 24. dinsdag 25 oktober 11
  • 25. dinsdag 25 oktober 11
  • 26. dinsdag 25 oktober 11
  • 27. dinsdag 25 oktober 11
  • 28. weblog/twitter/ facebook: my own information channeldinsdag 25 oktober 11
  • 29. weblog/twitter/ facebook: my own information channel on internetdinsdag 25 oktober 11
  • 30. dinsdag 25 oktober 11
  • 31. dinsdag 25 oktober 11
  • 32. http://www.flickr.com/photos/scott_rtw/1350993666/dinsdag 25 oktober 11
  • 33. Closed Selective Controlling http://www.flickr.com/photos/scott_rtw/1350993666/dinsdag 25 oktober 11
  • 34. http://www.flickr.com/photos/scott_rtw/1350993666/dinsdag 25 oktober 11
  • 35. Open Random Supportive http://www.flickr.com/photos/scott_rtw/1350993666/dinsdag 25 oktober 11
  • 36. http://www.flickr.com/photos/rosefirerising/3841043935/dinsdag 25 oktober 11
  • 37. Positive experiences are bigger conversation starters than negative experiences. People like positive stuff. 28dinsdag 25 oktober 11
  • 38. “Marketing is the price you pay for being unremarkable” (Robert Stephens, founder of the Geek Squad) http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/dinsdag 25 oktober 11
  • 39. “Marketing is the price you pay for being uct rod badp unremarkable” (Robert Stephens, founder of the Geek Squad) http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/dinsdag 25 oktober 11
  • 40. “Marketing is the price you pay for being uct rod badp unremarkable” bad service (Robert Stephens, founder of the Geek Squad) http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/dinsdag 25 oktober 11
  • 41. so be remarkabledinsdag 25 oktober 11
  • 42. dinsdag 25 oktober 11
  • 43. dinsdag 25 oktober 11
  • 44. dinsdag 25 oktober 11
  • 45. dinsdag 25 oktober 11
  • 46. start the conversationdinsdag 25 oktober 11
  • 47. start the conversationdinsdag 25 oktober 11
  • 48. expertsdinsdag 25 oktober 11
  • 49. audiencedinsdag 25 oktober 11
  • 50. first:dinsdag 25 oktober 11
  • 51. who do you want to talk to about what and where do you find them ?dinsdag 25 oktober 11
  • 52. next:dinsdag 25 oktober 11
  • 53. dinsdag 25 oktober 11
  • 54. contact conversation contentdinsdag 25 oktober 11
  • 55. contact conversation contentdinsdag 25 oktober 11
  • 56. ... ... contact conversation contentdinsdag 25 oktober 11
  • 57. ... ... contact conversation content ... ...dinsdag 25 oktober 11
  • 58. dinsdag 25 oktober 11
  • 59. dinsdag 25 oktober 11
  • 60. dinsdag 25 oktober 11
  • 61. http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/dinsdag 25 oktober 11
  • 62. http://www.flickr.com/photos/highersights/6231641551/dinsdag 25 oktober 11
  • 63. Lykle de Vries lykle@deondernemers.nl 06-53 76 69 64 Twitter: @lykle foto: Ester Kroezengadinsdag 25 oktober 11
  • 64. Lykle de Vries lykle@deondernemers.nl 06-53 76 69 64 Twitter: @lykle foto: Ester Kroezengadinsdag 25 oktober 11
  • 65. dinsdag 25 oktober 11
  • 66. SOCIAL MEDIA FOR THE MEETING INDUSTRY? • YES! • Social Recruiting - Saves Money and Time. • Social Market Research - Validating and Extending your Reports. • Social Innovation - Crowdsourcing as your Ear on the Market. • Social Promotion - Viral Ticketing and Media to gain Participants. • Social Sharing - Spreading Know-how and Knowledge among the carefully targeted groups. ©dinsdag 25 oktober 11
  • 67. YOUR APPROACH • Define your target: What do you actually want to achieve? • Monitor beforehand: What is spoken where on the web about you? >Sentimend plus qualtiative analysis. • Find your Story, linking into your actual main campaign • Set up your Strategy, including Content-/ Issueplanning, choose the platforms that suit your story. • Be brave roll it out, starting small. • Don‘t forget media support and Monitoring measures. ©dinsdag 25 oktober 11
  • 68. THAT MEANS: • Deliver topics, people would like to talk about and share with their network. • Provide offers, of which Users want to know more. • Open up and provide behind the scenes information. • Offer projects, in which people would like to participate. • Be a platform on which users can communicate with you and among each other. ©dinsdag 25 oktober 11
  • 69. Your Storys... Products Company/ Brand You Consumers‘ or Clients World Contests/ Initiatives UGC,???dinsdag 25 oktober 11
  • 70. ©dinsdag 25 oktober 11
  • 71. Cross media anniversary campaign „150 years of Mammut“ - Print/ Online/ App / Tradeshow, B-2-B. ©dinsdag 25 oktober 11
  • 72. ©dinsdag 25 oktober 11
  • 73. I AM A SM MANAGER, I AM A(N)... I am used to Sado Maso Jokes Fairytale Inventor CSR Observer Bridge-Builder Stakeholder Understander Outside of the Box Thinker Edgy communicator Creative Conceptor Overtime-Worker Nerdy Nerd Trend-Sniffer Curious Researcher Crisis-tackler Believer in Gamification Online-Addict Timings-Lover Shitstorm-Whisperer Secret Messenger Internal Pacemaker Very understanding Editor Exhbitionistic Adaptor Restructurer Eloquent Moderator Online 18/7. Transmedia Thinker Detail-Loving Strategist ©dinsdag 25 oktober 11
  • 74. >ADD WISE SENTENCE HERE ABOUT THE BREAD AND BUTTER OF SM. ©dinsdag 25 oktober 11
  • 75. SM-STRATEGY DEVELOPMENT Forums and special CENTRAL Communities SOCIAL MEDIA HUB OTHER OPTIONAL SOCIAL MEDIA CHANNEL e.g. Constant Facebook Places Moderation Blogs Actions OFFLINE CONTENT eg. Offline-Events OPTIONAL: LINK YOUR SM- ACTIVITIES TO OFFLINE. OPTIMIZING INTERFACES Links to importan Websites such as Homepage. ©dinsdag 25 oktober 11
  • 76. EXAMPLE: CONTENTPLANNING ©dinsdag 25 oktober 11
  • 77. EXAMPLE: ISSUE MANAGEMENT ©dinsdag 25 oktober 11
  • 78. ISSUE MANAGMENT (2) ACCOMPANIED BY... • List of Contacts/ People in charge; • especially defining the contact chain on weekends - the Social Web never closes, it truly is an eternal dialogue. • Definition of how issues on different platforms are treated; • Evolving issues protocol for monitoring and evaluation. ©dinsdag 25 oktober 11
  • 79. MONITORING BEFORE AND AFTER... • Via SM2 for example. ©dinsdag 25 oktober 11
  • 80. SOCIAL MEDIA MARKETING FOR GOMEZ INCLUDES... Analysis Structures and + Qualification Strategy Processes Inhouse Trainings Social Media Corporate Blogging/ Involvement of Guidelines Twitter Influentials Integrated Media Media Programming Campaigns Reporting/ Moderation Issue Management Monitoring B2B Social Media Video/ Podcast STORY TELLING © Marketingdinsdag 25 oktober 11
  • 81. LINKS BETWEEN SM AND THE MEETINGS INDUSTRY Analysis Structures and + Qualification Strategy Processes Inhouse Trainings Social Media Corporate Blogging/ Involvement of Guidelines Twitter Influentials Integrated Media Media Programming Campaigns Moderation Issue Management Reporting/Monitoring B2B Social Media Video/ Podcast STORY TELLING Marketing ©dinsdag 25 oktober 11
  • 82. FACTS + FIGURES. WEBGUERILLAS • Specialist for Below the Line Marketing • Founded: 2000 AD • Headoffice: Munich, 60 employees Branch: since 10/2011 in Zuerich, 18 employees • Stakeholder of APPadvisors and UnserAller (mobile apps and crowdsourcing) • Owned and Managed by David Eicher and: Gomez. ©dinsdag 25 oktober 11
  • 83. VIRAL CAMPAIGNS AND SEEDING ©dinsdag 25 oktober 11
  • 84. AMBIENT/ AMBUSH MARKETING: Guerilla Marketing (offline) incl. online extension and accompanying PR ©dinsdag 25 oktober 11
  • 85. (SENSATION-)EVENT-MARKETING (Sensation-)Event-Marketing incl. online extension ©dinsdag 25 oktober 11
  • 86. ©dinsdag 25 oktober 11
  • 87. ©dinsdag 25 oktober 11
  • 88. GUERILLA MARKETING Lycos: Dog- Chancellor (Hundeskanzler): Guerilla Event. In the proximity of the candidates Schröder and Stoiber, paper dogs with provocative statements where placed - and gained much attention. ©dinsdag 25 oktober 11
  • 89. GUERILLA MARKETING Lycos: Dog- Chancellor (Hundeskanzler): Guerilla Event. In the proximity of the candidates Schröder and Stoiber, paper dogs with provocative statements where placed - and gained much attention. ©dinsdag 25 oktober 11
  • 90. Lee Jeans: Events at Open-Air-Festivals, delivering storys for different media, which where communicated free of charge. – Guitars: Bands acknowledged fans with Lee guitars while playing live, and asked them on stage. – Jeans Dropper: Every 500 SMS sent to a special number, the Zeppelin dropped a jeans into the crowd. ©dinsdag 25 oktober 11
  • 91. Lee Jeans: Events at Open-Air-Festivals, delivering storys for different media, which where communicated free of charge. – Guitars: Bands acknowledged fans with Lee guitars while playing live, and asked them on stage. – Jeans Dropper: Every 500 SMS sent to a special number, the Zeppelin dropped a jeans into the crowd. ©dinsdag 25 oktober 11
  • 92. GomeZ on vacation. Rare, but happenZ... ©dinsdag 25 oktober 11
  • 93. Email: k.schmitt@webguerillas.ch PLEASE... GET IN TOUCH! YouTube: .com/user/ohnezuckerzusatz Brainwash: brainwash.webguerillas.de/autoren/katrin-schmitt/ Twitter: .com/nothing_to_add Quora: .com/Kate-Smith-1 LinkedIn: ch.linkedin.com/in/kateschmitt WEBGUERILLAS AG Stauffacherstr. 31 8004 Zürich G+: Kate S. Facebook: .com/dajume T 0041-442-961-221 F 0041-442-961-223 www.webguerillas.ch ©dinsdag 25 oktober 11
  • 94. Event Management 2.0 – How Social Media Marketing Enhances Ticketingdinsdag 25 oktober 11
  • 95. Facts… • Worldwide more than 800.000.000 user • Fastest growing group = over 50 year old (USA over 25% of FB user are older than 45 years) • USA over 70% of whole population / Germany 40%) • Users are in average connected with 130 friends Quelle: Facebookmarketing.de & http://www.checkfacebook.com/dinsdag 25 oktober 11
  • 96. the Sky is the limit ;-)dinsdag 25 oktober 11
  • 97. 200+ million usersdinsdag 25 oktober 11
  • 98. Connect  the  world’s   professionals to make them more productive and successfuldinsdag 25 oktober 11
  • 99. • More than 11.1 million members (mainly DACH) (June 2011) use XING to boost their business, job and career. • XING is a platform where professionals from all kinds of different industries can meet up • More than 170,000 events promoted on XING every year • Members can meet and exchange views in around 50,000 specialist groupsdinsdag 25 oktober 11
  • 100. The Starting Point for Social Media and Events 1. Use Social Media (Facebook, Twitter, XING, etc.) – your customers (the attendees) are already there! 2. Gives you a direct contact with customers (viral marketing, 2-way-channel, feedback,…) 1. Gives you chance to build up a relationship with your most important "asset" – your attendeesdinsdag 25 oktober 11
  • 101. Social Media Report: Results 1. Facebook, Twitter & XING are key for reach, virality & dialogue 2. 80% of organisers want to increase future activity 3. Goals: event promotion, gaining information & attendees 4. Problems: lack of time, complex  ROI  calculation… …BUT: 60% dont use monitoring toolsdinsdag 25 oktober 11
  • 102. Set vs. realised goals Slight deviation between set- (blue) and realised goals (green). Main goal: increasing event awareness. Outcome: social media goals realisable for organisers.dinsdag 25 oktober 11
  • 103. Network-related tips: How to use Social Mediadinsdag 25 oktober 11
  • 104.  Create Facebook Fanpage for event  Circulate relevant content early  Event-related information, interviews, photos, videos  Likes & Comments promote your event virally on Facebook  amiandos social ticketing app: ticketing with Facebookdinsdag 25 oktober 11
  • 105.  Create Twitter Account for event  Information pre- and post event  Event Hashtag -> "bundles" event-related communication  Twitter monitoring: immediate reaction possible, valuable feedbackdinsdag 25 oktober 11
  • 106.  Create event and ticket-sale on XING  XING-groups and existing contacts for reach and effective event marketing  Recommend event: Attendees recommended event according to profiledinsdag 25 oktober 11
  • 107.  Create YouTube channel for event  Pre-event videos: Interviews with speakers  Post-event videos: key points, presentations, interviews  Multiple-platform videos: Facebook, Twitterdinsdag 25 oktober 11
  • 108.  Create event on Foursquare  Check-ins:  Participants circulated in own network  Networking effect (meeting online)  Check-ins incentivise with rewards: badges, giveaways etc.…dinsdag 25 oktober 11
  • 109. Conclusion… Social Media:  Puts you closer to your audience (target group)  Close relationship and direct dialogue with target group  An addition to traditional ticketing channels  Ticket sales with minimal marketing costs  Information about existing-/potential customers  Long-term relationship with attendees/ target group  Remember to exploit these possibilities!!!dinsdag 25 oktober 11
  • 110. Kompletter Report kostenlos herunterladen http://www.amiando.com/socialmediareport_endinsdag 25 oktober 11
  • 111. Contact Urs Haeusler Head of Sales amiando GmbH Sandstraße 33, 80335 Munich, Germany Phone: +49 (89) 5527358-33, Fax: +49 (89) 5527358-10 urs.haeusler@amiando.com www.amiando.comdinsdag 25 oktober 11
  • 112. paneldinsdag 25 oktober 11
  • 113. final questiondinsdag 25 oktober 11
  • 114. Thank you!dinsdag 25 oktober 11
  • 115. Kate - @nothing_to_add Urs - @ursgossip Lykle - @lykledinsdag 25 oktober 11