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Warning Speech Marketing day 2008
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Warning Speech Marketing day 2008

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This is a warning speech to wake up advertisers who do not believe that things are really changing. It is also offers a roadmap to start changing their day-to-day operations

This is a warning speech to wake up advertisers who do not believe that things are really changing. It is also offers a roadmap to start changing their day-to-day operations

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  • (Sorry, Only brazilian readers)
    Aprenda com a nova série: 50 e POUCAS DICAS
    https://sites.google.com/site/andreluizbernardesarticles/home/50_poucas_dicas_promover_blog_site

    01.COMPARTILHANDO REFERÊNCIAS ÚTEIS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas

    02.ASSINATURA EM E-MAILS, ARTIGOS E COMENTÁRIOS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas-02assinatura-em-emails-artigos-e-comentrios

    03.COMENTE TUDO, NÃO SEJA TÍMIDO —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas-03
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  • Van de amerikanen wil een technologie om advertising uit te schakelen
  • Recent literature on WOM has largely emphasized these so called influencers. However, others have challenged this idea poning that “word-of-mouth from celebrities, mavens, connectors, alphas, hubs, transmitters, trendsetters, [...] is always good. But it’s no more powerful or influential than word-of-mouth from that guy [...] sitting next to you on the train” (Balter & Butman, 2005). It is therefore our belief that the first step towards a better measurement of WOMO is not looking at “who is doing something”, but at “what everybody is doing.” Therefore, action rather than persons and their characteristics are situated at the heart of our model.When evaluating a viral campaign it is important to map all different communication that consumers have started. The model distinguishes different levels of online actions in relation to the level of engagement they imply (see figure 1) (Womma, 2005).A first type of actions are receiver actions. These happen whenever people receive and absorb the content of a message about brands, products and services. Online surfers can come in contact with information about brands via two types of channels. They can use selective channels like e-mail where they receive information that is personally addressed. However, they can also find information on public sharing platforms like YouTube, online forums,... A second type of actions are sender actions. This encompasses all actions where people share the information about brands with other people. While forwarding as such is indicative for extended reach of an ad (by definition a key performance indicator) it can crystallize in different actions. “Selective forward” actions happen whenever consumers forward the communication to a focussed and/or limited set of people. In turn there are three formats of this kind of forwarding. In “plain forwarding” no comments or much thinking or acting is added from the part of the sender. “Commented forwarding ” means that the forwarder adds negative, positive, reinforcing or other comments. Finally, forwarders can specifically “target” certain people in their peer group (e.g. only send it to brand lovers or acquaintances they know are in a buying process). A second type of sender action are “sharing forward” actions. These consumers like or dislike the ad so much they post it on a open sharing platform such that anyone else interested can be exposed to the ad. The sender is not interested in reaching close acquaintances but reach as many people as possibleA final type of actions are creator actions. These actions basically imply people contributing content to the add (e.g. filling out there or others’ details to personalize the ad), participate in a contest or play an interactive game or even create a new add.In this research, we want to measure to what extent consumers undertake the different types and subtypes of actions: We believe that some WoMo actions will occur more frequently than others. Because receiver actions are passive actions that do not ask a lot of effort from the consumer, we expect this type of action will be the biggest group. Similarly we hypothesize that although sender actions demand more consumer involvement than receiver actions, they will still occur more frequently than creator actions that require a truly active and passionate consumer. Next, we expect that there will be a difference between selective (e-mail) and sharing online communication channels (online forums, blogs, websites specialized in online movies). We hypothesize that consumers will still have a preference for e-mail communication above other types of communication because they are more familiar with the channel (www.E-scape-reports.com)
  • Futurize p141

Transcript

  • 1. The Conversation manager
  • 2.
  • 3. She was dead for 45 minutes
  • 4.
  • 5. Things are changing…
  • 6. Did you know that…
  • 7. Among current teenagers and young adults:
    e-mail is an outdated medium...
  • 8. Success of pop-up blockers
    Skipping advertisingis number one application in iDTV
    Success of buying TV shows on DVD
    iPod instead of radio
  • 9. 69%
  • 10. People abandon over-advertised media
  • 11. How do WE deal with that trend?
  • 12. We advertise MORE
  • 13. With the SAME tools as always
  • 14. It will become HARDER
  • 15.
  • 16. Doesn’t this introsound like...
  • 17. Global Warming of the Internet?
  • 18. Let’s change our thinkingTODAYnot in 30 years from now
  • 19. Not just foryour BRAND
  • 20. But for YOU
  • 21.
  • 22.
  • 23. Welcome @my WARNING speech
  • 24. Advertising 2.0
  • 25. Brand
    Advertising
    Sales
  • 26. Conversation
    Advertising
    Brand
  • 27. Conversations ?
  • 28. www.futurelab.com
  • 29.
  • 30. >1.800
  • 31. Good = Good³
    Bad = Bad³
  • 32. Observe
    Facilitate
    Join
  • 33. Observe
    Facilitate
    Join
  • 34. Go on Safari
  • 35.
  • 36.
  • 37. “It brings you answers to questions you didn’t ask”
    Hans Schmeits
    VP Global Marketing pharmaceutical company
  • 38.
  • 39. Observe
    Facilitate
    Join
  • 40.
  • 41. Observe
    Facilitate
    Join
  • 42. “Markets WANT to talk to companies”
    (Cluetrain)
  • 43.
  • 44.
  • 45.
  • 46. Need fora conversation manager
    If you care about PRyou should careabout the conversation!
  • 47. Advertising ?
  • 48. It’s here to stay
  • 49. But it has to change
  • 50. Conversation
    Advertising
    Brand
  • 51. Conversation
    Advertising
    Brand
  • 52. Conversation
    Advertising
    Brand
  • 53.
  • 54. Activation:a general philosophy
    Advocates
    BrandedUtility
    Talk/Listen
  • 55. Activation:a general philosophy
    Advocates
    BrandedUtility
    Talk/Listen
  • 56. Partnership with leading consumers,first product launched this year:
    Video telephony
  • 57.
  • 58. Activation:a general philosophy
    Advocates
    BrandedUtility
    Talk/Listen
  • 59.
  • 60.
  • 61. Activation:a general philosophy
    Advocates
    BrandedUtility
    Talk/Listen
  • 62.
  • 63.
  • 64. Integrate your
    new KPIs
    in your marketing strategy
  • 65. Is it really?
  • 66. Let’s call ita new start
  • 67. keep it
    COOL
  • 68. just don’t do it
  • 69. for the wrongreasons
  • 70. don’t get all tactical
  • 71. strategy
    tactics
  • 72. strategy
    tactics
  • 73. The philosophy of the connected markteer
  • 74. Conversation
    Advertising
    Brand
  • 75. Conversations
    Observe
    Facilitate
    Join
  • 76. Activation:a general philosophy
    Advocates
    BrandedUtility
    Talk/Listen
  • 77. Goal before media
    ALL media has its value:
    Choose wisely
  • 78. Be Flexible
    The 20% rule
  • 79. Learn to talk,don’t just shout all the time
  • 80. Offer REALValue toconsumers
  • 81. Need for a conversation manager
  • 82. Please select your preference:
    Kill your darlings
    Save your darlings
    Take a risk and blame the agency
    x
  • 83. This was a warning speech, so...
  • 84. “Everyone thinks of changing the world,
    but no one thinks of changing himself”
    (Leo Tolstoy)
  • 85. 48
  • 86. 48
    Join my 48 hour group on LinkedIn to join the discussion
  • 87. Start observing today
    Audit marketing plan
    Conversation manager
    Your48-hour to-do-list
    1
    2
    3
  • 88. Good luck in YOURjourney!
    Steven@InSites.eu