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Bar & Nightclub: Las Vegas 2007


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Integrating Social Media into the marketing mix. Understanding the changes in the playing field, the consumer and redefining business models and practices.

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Bar & Nightclub: Las Vegas 2007

  1. 1. Integrating the physical e X perience with the virtual e X perience Anyone with a point of few can now express it… beware they have nothing to lose. You, on the other hand, have everything to lose [or gain].
  2. 2. THE manual <ul><li>Cluetrain Manifesto </li></ul> Published 25 Feb 2000 Rick Levine, Christopher Locke, Doc Searls and more
  3. 3. Introduction <ul><li>Markets are conversations </li></ul><ul><li>3 types of conversation going on [badly]: 1. Inside your organization 2. With your organization 3. Outside your organization </li></ul><ul><li>Badly? Why? Command & Control </li></ul><ul><li>Honest Direct No Bull Transparent </li></ul><ul><li>Human Voice NOT Business Speak </li></ul><ul><li>Are you talking TO or WITH your customers? </li></ul><ul><li>Are you listening to THEM? </li></ul>
  4. 4. right here, right now <ul><li>the consumer is now in control – work WITH them or they’ll work with someone else </li></ul><ul><li>worse thing about NOT listening to your customer is your COMPETITOR is! </li></ul><ul><li>no longer about Q uantity BUT Q uality </li></ul><ul><li>markets are conversations NOT self promotion </li></ul><ul><li>humanization is the new order </li></ul>
  5. 5. <ul><li>your customer </li></ul><ul><li>yours? </li></ul>
  6. 6. Who’s REALLY in control?
  7. 7. The Customer <ul><li>Who owns your brand? </li></ul><ul><li>Really? </li></ul><ul><li>Who NEEDS who? </li></ul><ul><li>Can you really SELL them what YOU (expert) believe? </li></ul>
  8. 8. Where are YOU? <ul><li>Do you motivate your staff to speak human speak on your behalf? </li></ul><ul><li>Do you think you converse through e-mail, brochure, Web Page, mission statements? Conversation = 2way! </li></ul><ul><li>Lighten up – where’s the humour gone? (not jokes – Virgin – Apple used to be funny… oh & more popular) </li></ul><ul><li>Step DOWN and talk to the people </li></ul>
  9. 9. <ul><li>the evangelist </li></ul><ul><li>viral marketing & WOM </li></ul>
  10. 10. manual #2 <ul><li>Creating Customer Evangelists </li></ul><ul><li>How Loyal Customers Become a Volunteer Sales Force </li></ul><ul><li>Published 02 Oct 2002 </li></ul><ul><li>Ben McConnell & Jackie Huba </li></ul><ul><li>Blog: </li></ul>
  11. 11. Bar & Nightclub Industry <ul><li>Our market is saturated with choices </li></ul><ul><li>And they keep launching more types of drinks! </li></ul><ul><li>Today you market drink x tomorrow y and you complain about lack of loyalty? </li></ul><ul><li>How do you sell a brand that is </li></ul><ul><li>unknown to the public? </li></ul><ul><li>Maybe you don’t… </li></ul>
  12. 12. <ul><li>the state of advertising </li></ul>
  13. 13. Advertising <ul><li>$400 billion is spent on advertising </li></ul><ul><li>Return: single digit metrics in return </li></ul><ul><li>Only 7% consumers think ads tell the truth (Forrester) </li></ul><ul><li>Consumers see 3-5 THOUSAND messages per day (irrelevant & useless) </li></ul><ul><li>78% of advertisers claim traditional advertising has become less effective </li></ul>
  14. 14. New Advertising <ul><li>Educate the consumer </li></ul><ul><li>Help them DON’T interrupt them </li></ul><ul><li>Market context not content </li></ul><ul><li>Find consumers who want to listen </li></ul><ul><li>Give them value / help them </li></ul>
  15. 15. <ul><li>the experience </li></ul>
  16. 16. The Experience <ul><li>Product, Service, Experience </li></ul><ul><li>Under promise – over deliver </li></ul><ul><li>Maximize Satisfaction </li></ul><ul><li>Minimize Sacrifice </li></ul><ul><li>Differentiate </li></ul><ul><li>Theatre </li></ul>
  17. 17. Marketing the Physical Experience <ul><li>Anything and anyone visible to the customer is an act of theatre. </li></ul>Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage
  18. 18. Marketing the Physical Experience <ul><li>Look outside the box </li></ul><ul><li>Look outside the Industry </li></ul><ul><li>Redefine everything… </li></ul><ul><li>Min imize consumer sacrifice </li></ul><ul><li>Max imize consumer satisfaction </li></ul><ul><li>Moments of truth </li></ul>Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage
  19. 19. <ul><li>Social media </li></ul>
  20. 20. Social Media <ul><li>Instant Messaging / Chats </li></ul><ul><li>Blogs & Podcasts & VBlogs </li></ul><ul><li>RSS feeds </li></ul><ul><li>E-mail? Future? Control </li></ul><ul><li>Recommendations WOM / BUZZ </li></ul><ul><li>Rating – Highest views </li></ul><ul><li>Rating – Highest favourites </li></ul><ul><li>Rating – Highest Commented </li></ul>
  21. 21. why e-mail? everyone else is…
  22. 22. Email? Newsletter? <ul><li>Forget it – they have </li></ul><ul><li>Open Rates U U U U U </li></ul><ul><li>Spam Continues – deleting e-mail </li></ul><ul><li>But consumers want RELEVANT information </li></ul><ul><li>Seed the discussion (forum/bulletin board) </li></ul><ul><li>Talk TO them NOT at them </li></ul><ul><li>Use RIGHT channel: RSS? Email? Podcast? </li></ul><ul><li>frequency – which one? Don’t ask me Ask… </li></ul>
  23. 23. Social Media <ul><li>Consumers SHARE everything: </li></ul><ul><ul><li>PHOTOS – family, private, business </li></ul></ul><ul><ul><li>VIDEO – same again </li></ul></ul><ul><ul><li>MUSIC – iPod & iTunes (legal)… the rest? </li></ul></ul><ul><ul><li>KNOWLEDGE – Wikipedia </li></ul></ul><ul><li>Conversation is ongoing They are talking about you… You could be there… You SHOULD be there! </li></ul>
  24. 24. Marketing online <ul><li>Success in marketing online generally is not about masses and masses of eyeballs. It's about the right eyeballs at the right time </li></ul><ul><li>(i.e. targeted niche media wins vs broad reach media.) </li></ul>
  25. 25. Marketing online <ul><li>No longer about being BIG </li></ul><ul><li>Small & excellent </li></ul><ul><li>niche markets </li></ul><ul><li>(you can’t please everyone – so why try?) </li></ul>
  26. 26. Web 2.0 “tools” <ul><li>Profiles </li></ul><ul><li>Video Audio </li></ul><ul><li>Co-creation </li></ul><ul><li>User generated content </li></ul><ul><li>Widgets </li></ul><ul><li>Share everything </li></ul><ul><li>Connect with those connecting the most </li></ul>
  27. 27. Social Networks <ul><li>Basic human need to connect </li></ul><ul><ul><li>We are social creatures </li></ul></ul><ul><li>Basic human need to share </li></ul><ul><ul><li>People love to share – number of blogs </li></ul></ul><ul><ul><li>Open Source Movement </li></ul></ul><ul><ul><li>User Generated Content </li></ul></ul><ul><li>Enhanced Knowledge </li></ul><ul><ul><li>Co-creation </li></ul></ul><ul><li>Online Identity - profile </li></ul><ul><li>Viral Nature </li></ul>
  28. 28. different rules of engagement <ul><li>60% of trendsetters and 33% of mainstream 14-34 year-olds have a social networking page source: TrendCentral, May 2006 </li></ul><ul><li>never break their trust </li></ul><ul><ul><li>Communicate honestly, accurately and openly </li></ul></ul><ul><li>do not be part of the establishment, but draw upon the establishment’s strength </li></ul><ul><ul><li>Stand for freedom vs. control </li></ul></ul><ul><ul><li>Amplify their energy and enable their causes </li></ul></ul>
  29. 29. different rules of engagement <ul><li>development and marketing cannot be separated in order to create viral adoption </li></ul><ul><ul><li>Offer consumers what they want and need </li></ul></ul><ul><ul><li>Involve consumers in the decision making </li></ul></ul><ul><ul><li>Develop an open dialog with consumers, draw upon their ideas and innovations </li></ul></ul><ul><ul><li>Tap into high-frequency social interactions, as well as week connections to others </li></ul></ul>
  30. 30. MySpace – surprised?
  31. 31. <ul><li>Integrate physical </li></ul><ul><li>& virtual experiences </li></ul>
  32. 32. Integrating the Physical & Virtual Experiences SOCIAL NETWORK STAYING CONNECTED marketing the physical experience marketing the virtual experience
  33. 33. <ul><li>Niche Exclusive </li></ul><ul><li>ASmallWorld </li></ul>
  34. 34. <ul><li>Professional </li></ul><ul><li>LinkedIn </li></ul>
  35. 35. <ul><li>Social </li></ul><ul><li>MySpace </li></ul>
  36. 36. <ul><li>Prof/Social ? </li></ul><ul><li>Facebook for how long? </li></ul>
  37. 37. <ul><li>Micro Blogging </li></ul><ul><li>Twitter </li></ul>
  38. 38. <ul><li>Photo Sharing </li></ul><ul><li>Flickr </li></ul>
  39. 39. <ul><li>Bring it together </li></ul><ul><li>Spock </li></ul>
  40. 40. <ul><li>So… </li></ul>
  41. 41. Suggestions <ul><li>Ask dumb questions </li></ul><ul><li>It’s all about the questions: </li></ul><ul><ul><li>What makes consumers come to my place? </li></ul></ul><ul><ul><li>How can I help THEM improve the experience? </li></ul></ul><ul><ul><li>What added value to the CONSUMER does each member of my team bring? </li></ul></ul><ul><ul><li>What added value to the CONSUMER does each event/promotion bring? </li></ul></ul><ul><ul><li>What makes a CONSUMER recommend us? </li></ul></ul><ul><ul><li>How can I be with them online? </li></ul></ul><ul><ul><li>What can we do that has never been done? </li></ul></ul>
  42. 42. B2B - back2basics <ul><li>The onion ring </li></ul><ul><li>Guinness – what’s the secret? </li></ul><ul><li>2 ears, 1 mouth </li></ul><ul><li>so… listen THEN speak/act </li></ul>
  43. 43. random thoughts – useless hints <ul><li>Avoid software. The problem with software is that everyone has it. </li></ul><ul><li>Don’t clean your desk. Everyone does it. </li></ul><ul><li>Don’t build processes. Everyone does it. </li></ul><ul><li>Don’t hire expert barmen. Everyone does it. Hire real people & teach them to pour drinks. </li></ul><ul><li>Don’t lower your prices, happy hours, weird cocktails – everyone does it. Sell an experience. </li></ul><ul><li>CREATE THE EXPERIENCE </li></ul><ul><li>very few do that . </li></ul>
  44. 44. <ul><li>Begin anywhere. </li></ul><ul><li>Not knowing where to begin is a common form of paralysis. </li></ul><ul><li>John Cage – who? find out </li></ul>
  45. 45. IGMarketing  thank you Nuno Machado Lopes [email_address]