Nwu Speech 11 5 08

Hi

David is English WE KNEW THAT REVOLUTION WOULD COME TO A BAD END

David went to School in England

Business School in London

After Graduation, David Travelled the world

mcconnaughy My Career and life McConnaughy What have I Learned

mcconnaughy Career McConnaughy

mcconnaughy Know 1% more than the next guy

mcconnaughy Knowledge is power

mcconnaughy Ideas mean business http://www.youtube.com/watch?v=mtwkDGlpWJk

mcconnaughy Work fast Learn fast

Understand Primal Drivers

Connecting to primal motivations drives successful brands JESTER “ if I can’t dance, I don’t want to be part of your revolution” MAGICIAN “ it can happen!” HERO “ where there’s a will, there’s a way” REGULAR GUY/GAL “ all men and women are created equal” SAGE “ the truth will set you free” LOVER “ I only have eyes for you” CAREGIVER “ love your neighbor as yourself” EXPLORER “ don’t fence me in” CREATOR “ if it can be imagined, it can be created” RULER “ power isn’t everything, it’s the only thing” INNOCENT “ free to be yourself” OUTLAW “ rules are meant to be broken”

Marketing is becoming more like politics

It’s the economy stupid

It’s the Sex stupid

PEOPLE PRODUCT Passion is the new currency Product Rational Emotional Passion Lasso I

MOTIVEQUEST TM

We are a premier global Word of mouth consultancy

We combine smart strategic planners with ex-FBI software to reveal new opportunities.

We are experts in Online Anthropology:

- Listening to people.

- Understanding their motivations.

- Revealing opportunities for growth.

30% of our Employees came from NWU

Ex FBI software CONFIDENTIAL

RELATIONSHIPS: We work with a wide range of Fortune 500 companies and agencies looking to understand impact of 2.0 on marketing. CELLULAR FINANCIAL AUTOMOTIVE GAMING PHARMACEUTICAL TECHNOLOGY FOOD & DRINK AGENCIES Fallon Goodby DDB JWT Leo Burnett Ogilvy Grey Hal Riney Publicis Rapp G2 Digitas Avenue A Edelman Denuo Interbrand PACKAGED GOODS

HOW?: ONLINE ANTHROPOLOGY

DATA : We typically analyze consumer conversation from blogs, newsgroups and web forums, adding media analysis when relevant. Each study is customized, as are the sources included within it.

ONLINE ANTHROPOLOGY

We call our approach Online Anthropology; we use our software and skills to dig beneath consumer language and bring the underlying meaning and emotions to life.

We use this understanding to help see the structure that will drive future consumer behavior .

EmotionMeter sm uses 142 separate human emotions as expressed in the written word to help us analyze categories.

SERVICES: Our services cover the business development process (tools are examples only). MotiveMatrix SM In the new world motivational segmentation is more valid than demographic. We use advanced models to explore motivational target segmenation MotiveMap sm This linguistic mapping tool allows us to uncover primal motivational drivers and suggest strong brand positioning and product development opportunities. ScratchPad m This linguistic correlation tool allows us to explore the nuances of category discussion and reveal the best communications opportunities. Participation Matrix SM Our Participation MatrixSM enables us to dig deeper and explore the different activities that contribute to advocacy (thus measuring where client energy should be spent). Online Promoter Score TM We use a number of tools to measure success. Our Online Promoter TM metric for example uses consumer recommendations to predict sales and share. Motivational Segmentation Brand Strategy Channel Planning Tracking Note: Just a few examples of our collection of tools, mapping techniques, and metrics. Communications Strategy

Increase online engagement in a year with no new metal and measure the effect on sales Brand Challenge

BEHAVIOURAL DRIVERS: We found that Community drivers were particularly important for the MINI vs. other brands. Source: All sources, all dates Competitive Set Net Sentiment Index Comparison Note : The Warranty rows are in gray because all 5 brands expressed negative net sentiment on the topic, with MINI expressing the lowest negative net sentiment Ranked by Total Buzz Note : - = <100 Mentions Car Driver Leader Community Driver Leader

BRAND DNA: The reason for this was creative customization culture that drove sharing. “ I have never been involved in another car culture. Friends who are tell me when they meet MINI owners that our culture is in some ways very familiar - complete obsession with the MINIS -- and in some ways very different -- it seems to transcend the car. We get to know each other on a much more personal level .” CREATIVITY PARTICIPATION FUN/PLAY SELF EXPRESSION COLLABORATION DISCOVERY “ Mini's are meant to be individual so yeah, go ahead and mod her how you please!” “ I got my mini on Sunday here are some pics…Suggestions what to do next on the mod list?” “ I think that MINI owners probably encompasses a lot of people (like me) who would never have dreamed of joining a car club, or naming their car, or getting personalized plates, etc..” “ The car company and the culture have a deep respect for the car itself, but it has an even bigger respect for having verve in life and having fun in all aspects in life.”

MINI: A Blank Canvass for Self Expression

Subject: MINI Lost Its edge?

Date: August 12 2005 1. There is something more exclusive about a cooper. The fact that only 1 in 100000 are alike, and you build it exactly how you want it, have a lot to do with it. My Vw is black on tan leather and I must see 4 or 5 just like it eveyday.

Source : http://www.mini2.com/forum/general-discussion/?pp=30&daysprune=365

Subject: Mini modding

Date: November 11 2005

2. Mini's are meant to be individual so yeah, go ahead and mod her how you please! If you then wanted to trade her in, just take the bits off and stick them on EBay (you'll get more money that way anyway )

Source: http://www.mini2.com/forum/general-discussion/?pp=30&daysprune=365

“ Mini’s are meant to be individual so yeah, go ahead and mod her how you please!.”

CAMPAIGN DEVELOPMENT : These insights drove campaign development that drove online promoters. Source: All Data 5/1/05 – 9/30/06 Online promoter Index Covert Campaign - Mailing Mini Takes the states - Events Motorby- Ads

SALES: Overlaying monthly sales to the Online Promoter™ score, a strong correlation between online promoters and sales emerges.

Online Promoter Score seems to lead sales by a month(1).

Comparing the change in online promoter score to the change in sales(2) shows that online promoter score correctly predicted sales 7 out of 7 times.

1. The R^2 is 54% and the p value of the coefficient is 3.7%, so we can be 96% certain that the positive relationship is not spurious.

2.The bars are calculated by looking at the average magnitude of the monthly changes. The shortest bars are changes in the middle 50% of changes, the tallest bars represent the middle 80% of changes and the tallest bars (not visible in this date range are the top or bottom 10% of changes.

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CORRELATION: For the MINI brand, sales will increase (decrease) by 53% of the increase (decrease) in online promoters for the previous month.

High degree of confidence with a p-value = .2% (99.8% confidence)

Typical statistically significant p-value = 5%

Did not include the month pairs featuring release ofR56 preview pics and the release of the R56 as outliers / exogenous events that one can naturally assume would throw off the relationship

change in online promoters change in sales

What’s next?

mcconnaughy Perspective is everything

mcconnaughy The future of advertising is NOT advertising

mcconnaughy McConnaughy ADVICE

mcconnaughy Work for a company on the way UP

mcconnaughy Perspiration beats inspiration

mcconnaughy Passion Passion Passion Passion Passion Passion Passion Passion Passion Passion Passion Passion Passion Follow your

mcconnaughy Trust your Gut

mcconnaughy Be true to yourself