Main issues: The secret to effective communication. Understanding the new consumer media behavior at the start of the media process. Creativity becomes core work of media agencies. Truly integrated communication cuts through all lines. The new emerging media trends and companies become the new players in media. My 8 key learnings how to win in media in the future.
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Media Trendy 2012 Bernhard Glock - What Inspires Me Most Today After Having Left P&G Two Years Ago
1. KONFERENCJA MEDIA TRENDY 2012
19 kwietnia 2012
What inspires me most today after
having left P&G 2 years ago
or
“What I have learnt how you can win
in the future”
Bernhard Glock | Warsaw | April 19, 2012
2. How to win in the social media future
Bernhard Glock
Today Future
Former President,
World Federation of Advertisers
Former Vice President,
Global Media and Communication
Procter & Gamble
President and CEO,
Bernhard Glock
Media Leadership Company
Senior VP, Medialink
2
3. Bernhard Glock
Board Engagements
Media Barter Real time
bidding and ad
optimization
Global telco free
gateway to mobile
marketing Breakthrough Leading mobile
technology shopper
Cross channel harnessing media marketing
digital agency solution solution
3 group
4. Actions for us
1. Know
the digital and social
landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
4
5. Actions for us
1. Know
the digital and social
landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure + Great
5
Examples
6. Actions for Winning
1. Know
the digital and social
landscape
2. Understand
Today your social consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
6
11. “In the next 3 years, marketing’s effectiveness will increase,
stay the same or decrease for each of the following
channels:”
Increase in %
Created social media 55
Mobile marketing 51
Online video 50
Email marketing 43
Paid placement in social media 41
Search engine optimization 40
Display advertising 35
Paid search listings 30
TV 21
…
What interactive marketers predict, Forrester Research 2011 to 2016
11
12. 2.5 out of 5
Answer to the question: how well do agencies harness the power
12 of social media, LA Media Festival 2011
13. Actions for Winning
1. Know the digital and
social landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
13
21. Actions for Winning
1. Know
The digital and social
landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create Intentional
communication
5. Listen and measure
21
23. The line is blurring
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(e.g. Old Spice “smell like a man, man”)
24. Actions for Winning
1. Know
your digital and social
landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
24
25. 25
Intentional as you can’t control what people do
29. Social by design - Tips
Be first with social in a campaign
Be incredibly authentic
Be prepared to interact
Be ready for the word of mouse
Be ready to earn trust, then sell
Be inclusive in your brief
29
(e.g. include social insights)
33. Actions for Winning
1. Know
your client/brand
2. Understand
Today your digital consumer Future
3. Come up with
purposeful ideas
4. Create relevant
communication
5. Listen and measure
33
36. Listen, measure, act
e.g. Coca-Cola NA opened a listening review, searching for a social monitoring agency
e.g. ROI, # of friends, fans, likes, re-tweets, mentions, followers, level of engagement
36
37. Marketing must become indisputably
socially responsible
37
#8 of Marketer’s Constitution (ANA, USA)
38. Case
studies
Show and talk
videos
The Bernhard Glock Media Leadership Company
Bernhardglock@Media-LC.com
38
39. To summarize: actions for us
1. Know
the digital and social
landscape
2. Understand
Your consumer
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
39