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ithink 2009 -Café da Manhã Thinkinternet - DMA & Mixx

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As principais tendências do marketing digital e os principais cases apresentados no DMA e no MIXX 09. Apresentação feita no Café da Manhã Thinkinternet de 18.11.09, no Café Nespresso.

As principais tendências do marketing digital e os principais cases apresentados no DMA e no MIXX 09. Apresentação feita no Café da Manhã Thinkinternet de 18.11.09, no Café Nespresso.

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  • They want to be able to speak to people directly at the company, or with someone who represents the company in some fashion. In short, they want to ensure they’ve been heard.

    This is vastly different for the direct marketer who’s used to replies in the form of BREs, click throughs or data filled out in forms. This is in some cases real-time.
  • They want to understand the process and be communicated to regularly, to ensure they’re being treated fairly.
  • Straight, honest answers – no spin

    You can’t outsource authenticity.
  • Straight, honest answers – no spin

    You can’t outsource authenticity.
  • In late 2008, Alan Mulally became the first automotive CEO to take questions on Twitter. We continued the practice and even captured the video here: http://www.youtube.com/watch?v=qaaKNcovfdQ

    The message: we have an affable, approachable, and brilliant CEO who is willing to take the time to converse with fans & customers and whose personality shines through.
  • The Mustang Configurator gives people a chance to personalize their experience and share it out on their own platforms.
  • We partnered with Filmaka in advance of the 2010 Mustang reveal, encouraging the public to create their own videos; the 20 finalists were invited to the L.A. Auto Show, where we revealed the new Mustang and announced the winner of the film competition. The winner, “Fathers Day,” can be seen here.

    http://www.fordvehicles.com/the2010mustang/?id=/stories/films/film04
  • The Fiesta Movement – http://www.fiestamovement.com. 100 Euro-spec cars, 100 people, 6 months, unfiltered content, product feedback prior to U.S. launch
  • Real-time updates from real people driving our cars – 100% authentic, not edited/censored/filtered in any way.

    In addition to buzz, the feedback that our engineers are getting allows them to improve the North American version before it event comes to market.

    http://fiestamovement.com
  • Real-time updates from real people driving our cars – 100% authentic, not edited/censored/filtered in any way.

    In addition to buzz, the feedback that our engineers are getting allows them to improve the North American version before it event comes to market.

    http://fiestamovement.com
  • Social Radar Index by Infegy, reported on by AdAge: http://adage.com/article?article_id=139386
  • Transcript

    • 1. DIRETO DE SAN DIEGO E NEW YORK SUA MARCA NÃO PERTENCE MAIS A VOCÊ 18 DE NOVEMBRO 2009
    • 2. ANTES DE COMEÇAR
    • 3. ONLINE DRIVEN, OUTDOOR SEARCH ENGINES MARKETING DIRETO E-MAIL MARKETING TV PORTAIS E EVENTOS SITES DIGITAL BANNERS E REVISTAS DISPLAY JORNAL SOCIAL MEDIA RÁDIO OFFLINE SUPORTED
    • 4. CONQUISTAR COMPRAR ATENÇÃO > A ATENÇÃO INTERRUPÇÃO (PUSH) > CONVITE (PULL) AWARENESS > ENGAJAMENTO IMAGEM > EXPERIÊNCIA MARKETING É > MARKETING É O VENDER O PRODUTO PRODUTO MÍDIA COMPRADA, MÍDIA COMPRADA > PRÓPRIA E CONQUISTADA
    • 5. MARCAS QUE TRABALHAMOS
    • 6. MARCAS QUE JÁ TRABALHAMOS
    • 7. VIVO.COM.BR/TORPEDOPREMIADO
    • 8. THINKINTERNET.NING.COM
    • 9. O NOVO HORÁRIO NOBRE SEGUNDO O IBOPE
    • 10. EM QUEM AS PESSOAS CONFIAM
    • 11. “WE NEED TO REINVENT THE WAY WE MARKET TO CONSUMERS.” A.G. LAFLEY, PROCTER & GAMBLE CEO CHAIRMAN
    • 12. P&G TEM UMA META DE $4 BI EM E-COMMERCE. QUER AUMENTAR AS VENDAS ONLINE EM 8 VEZES - IGUAL A DAS FARMÁCIAS. ADVERTISING AGE 7 SETEMBRO, 2009
    • 13. 50% DA SUA VERBA É DESPERDIÇADA
    • 14. anda tec n g olo a prop gia curva de adoção cons do m u ido eú n t res co
    • 15. TV INTERNET RÁDIO MÍDIA IMPRESSA 1450 1836 1895 1922 1927 1941 1990 2010 TECNOLOGIA CONTEÚDO USUÁRIOS PROPAGANDA
    • 16. SEARCH DISPLAY AND VIDEO MÍDIA SOCIAL CELULAR TECNOLOGIA CONTEÚDO USUÁRIOS PROPAGANDA
    • 17. MÉTRICAS OPEN FIM DO BRAND DIGITAL LIDERANÇAS O PRODUTO EXECUÇÃO VS É O NOVO PUSH MARKETING PULL
    • 18. OPEN BRAND TRANSPARÊNCIA AUTORIDADE AUTENTICIDADE ACESSO
    • 19. FIM DO DIGITAL
    • 20. MARTHA STEWART
    • 21. DIRECT IS DIGITAL DIGITAL IS DIRECT STAN RAPP
    • 22. "O QUE TEM SIDO VISTO ERRONEAMENTE COMO DUAS DISCIPLINAS SEPARADAS — PARA O PREJUIZO DE AMBAS — SÃO NA VERDADE A MESMA COISA." STAN RAPP
    • 23. O PRODUTO É O NOVO MARKETING
    • 24. PUSH VS PULL
    • 25. ENTRETENIMENTO CONTEÚDO SERVIÇO
    • 26. MÉTRICAS LIDERANÇAS EXECUÇÃO
    • 27. CRIATIVOS E NERDS PRECISAM TRABALHAR JUNTOS
    • 28. "IF IT DOESN'T SELL IT ISN'T CREATIVE"
    • 29. "ESTÁ ACONTECENDO UM IMENSO LABORATÓRIO DE RELAÇÕES HUMANAS. MILHÕES DE NÓS ESTÃO JOGANDO, TRABALHANDO, PAQUERANDO E SOCIALIZANDO ONLINE – E PRODUZINDO OCEANOS DE DADOS.” BUSINESS WEEK 1 JUNHO, 2009
    • 30. MARCAS QUE ENTENDERAM A MUDANÇA
    • 31. TURBO TAX & NBC
    • 32. DOMINO'S PIZZA
    • 33. BANK OF AMERICA
    • 34. 90% DAS CAMPANHAS DE SOCIAL MEDIA SÃO APENAS BUZZ FORD Ford
    • 35. +ACESSÍVEL FORD
    • 36. +TRANSPARENTE FORD
    • 37. +AUTÊNTICO FORD
    • 38. FORD CEO ALAN MULALLY NO TWITTER FORD
    • 39. THE2010MUSTANG.COM FORD
    • 40. FORD
    • 41. FORD
    • 42. FIESTAMOVEMENT.COM FORD
    • 43. 4.3 MILLION 3 MILLION 540,000 FORD
    • 44. PARA FINALIZAR
    • 45. MENSAGENS CHAVE DIGITALIZAÇÃO DEVE SER UM PROJETO DO PRESIDENTE MENOS CONTROLE, MAIS RISCOS O PRODUTO/SERVIÇO É O PRINCIPAL MARKETING DIÁLOGO DEVE SUBSTITUIR O MONÓLOGO CONTEÚDO, SERVIÇO E ENTRETENIMENTO
    • 46. Obrigado! marcelo.tripoli@ithink.com.br twitter.com/marcelotripoli

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