EVENT UK 08

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Presented at the Panel Session at the Event UK 08 exhibition at the Birmingham NEC on the 16th September 2008.

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EVENT UK 08

  1. 1. 16 September 2008 Event uk08
  2. 2. marketing marketing <ul><li>Me2 Marketing </li></ul><ul><li>Brand awareness </li></ul><ul><li>Experiental Marketing </li></ul><ul><li>Guerilla Marketing </li></ul><ul><li>Punk Marketing </li></ul><ul><li>What’s next? </li></ul>
  3. 3. <ul><li>meaningful </li></ul><ul><li>relationships </li></ul>
  4. 4. <ul><li>3 Cliches </li></ul><ul><ul><li>Advertising no longer works </li></ul></ul><ul><ul><li>The Consumer is in control </li></ul></ul><ul><ul><li>Long Tail, Long Tail and the Long Tail </li></ul></ul><ul><li>3 Myths worth forgetting: </li></ul><ul><ul><li>Transparency is essential </li></ul></ul><ul><ul><li>Blogging [or social media ] is the solution </li></ul></ul><ul><ul><li>Brands have lost control </li></ul></ul>
  5. 5. 10 Truths about Marketing 2.0 360º Digital Influence: Ogilvy PR Worldwide
  6. 6. <ul><li>Your secrets are no longer secrets </li></ul>
  7. 7. <ul><li>Your secrets are no longer secrets </li></ul><ul><li>Authenticity, not transparency </li></ul>Solicitors & Accountants Transparency Brands Authenticity
  8. 8. <ul><li>Your secrets are no longer secrets </li></ul><ul><li>Authenticity, not transparency </li></ul><ul><li>A personality is real </li></ul><ul><li>Bob Lutz </li></ul><ul><li>Vice Chairman </li></ul><ul><li>General Motors </li></ul><ul><li>“ Global Warming is a total crock of Shit” </li></ul>
  9. 9. <ul><li>Your secrets are no longer secrets </li></ul><ul><li>Authenticity, not transparency </li></ul><ul><li>A personality is real </li></ul><ul><li>They know you are marketing </li></ul>
  10. 10. <ul><li>Your secrets are no longer secrets </li></ul><ul><li>Authenticity, not transparency </li></ul><ul><li>A personality is real </li></ul><ul><li>They know you are marketing </li></ul><ul><li>Falling asleep on hold is really bad </li></ul>
  11. 11. <ul><li>Your secrets are no longer secrets </li></ul><ul><li>Authenticity, not transparency </li></ul><ul><li>A personality is real </li></ul><ul><li>They know you are marketing </li></ul><ul><li>Falling asleep on hold is really bad </li></ul><ul><li>Mistakes are opportunities </li></ul>
  12. 12. <ul><li>Your secrets are no longer secrets </li></ul><ul><li>Authenticity, not transparency </li></ul><ul><li>A personality is real </li></ul><ul><li>They know you are marketing </li></ul><ul><li>Falling asleep on hold is really bad </li></ul><ul><li>Mistakes are opportunities </li></ul><ul><li>[Now] we trust in others </li></ul>
  13. 13. <ul><li>Your secrets are no longer secrets </li></ul><ul><li>Authenticity, not transparency </li></ul><ul><li>A personality is real </li></ul><ul><li>They know you are marketing </li></ul><ul><li>Falling asleep on hold is really bad </li></ul><ul><li>Mistakes are opportunities </li></ul><ul><li>[Now] we trust in others </li></ul><ul><li>Functions don’t matter </li></ul>
  14. 14. <ul><li>Your secrets are no longer secrets </li></ul><ul><li>Authenticity, not transparency </li></ul><ul><li>A personality is real </li></ul><ul><li>They know you are marketing </li></ul><ul><li>Falling asleep on hold is really bad </li></ul><ul><li>Mistakes are opportunities </li></ul><ul><li>[Now] we trust in others </li></ul><ul><li>Functions don’t matter </li></ul><ul><li>Your mother blogs </li></ul>
  15. 15. <ul><li>Your secrets are no longer secrets </li></ul><ul><li>Authenticity, not transparency </li></ul><ul><li>A personality is real </li></ul><ul><li>They know you are marketing </li></ul><ul><li>Falling asleep on hold is really bad </li></ul><ul><li>Mistakes are opportunities </li></ul><ul><li>[Now] we trust in others </li></ul><ul><li>Functions don’t matter </li></ul><ul><li>Your mother blogs </li></ul><ul><li>Relevance is content / not publicity </li></ul>
  16. 16. some more truths… <ul><li>Users stay customers 50% more time (AT&T, 2002) </li></ul><ul><li>Community users spend 54% more $ (EBay, 2006) </li></ul><ul><li>Community users visit 9 times more (McKInsey, 2000) </li></ul><ul><li>56% of community users log in once a day (Annenberg, 2007) </li></ul>
  17. 17. Are You at War too? <ul><li>Companies are at war with their customers… </li></ul><ul><li>Businesses launch marketing campaigns based on strategies that target markets by bombarding people with messages in order to penetrate markets. Salespeople are on the frontline . </li></ul>
  18. 18. <ul><li>Social media </li></ul><ul><li>not THE solution </li></ul>
  19. 19. new media <ul><li>Educate the consumer </li></ul><ul><li>Help NOT interrupt </li></ul><ul><li>Marketing: context not content </li></ul><ul><li>Look for those that want to hear </li></ul><ul><li>Added Value </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>Social Networks </li></ul><ul><li>E-mail? </li></ul><ul><li>Recommendations WOM / BUZZ (70% offline) </li></ul><ul><li>Ratings – Views, Favourites, Commented </li></ul><ul><li>Opinions </li></ul>
  21. 21. Why? Every body does…
  22. 22. Social Media <ul><li>Consumers SHARE everything: </li></ul><ul><ul><li>PHOTOS – family, private, professional </li></ul></ul><ul><ul><li>VIDEO – idem </li></ul></ul><ul><ul><li>MUSIC – iPod & iTunes (legal)… and the rest? </li></ul></ul><ul><ul><li>KNOWLEDGE – Wikipedia </li></ul></ul><ul><li>Markets are conversations They are talking about your event… You should be there… YOU HAVE TO BE THERE! </li></ul>
  23. 23. Web 2.0 tools <ul><li>social networks (MySpace/Facebook) </li></ul><ul><li>intranets (internal communications - wikis) </li></ul><ul><li>blogging </li></ul><ul><li>widgets </li></ul><ul><li>micro-blogging (twitter) </li></ul><ul><li>resources / Wikipedia </li></ul><ul><li>leverage the power of video; </li></ul><ul><li>consumer generated content </li></ul>
  24. 24. <ul><li>Biggest Obstacle </li></ul><ul><li>Senior Management </li></ul>
  25. 25. Events
  26. 26. event coverage – an example <ul><li>Media write story about product or issue at conference </li></ul><ul><li>Media focus photos on product or spokesperson </li></ul><ul><li>Will bitch about bad attitude of PR or spokesperson </li></ul><ul><li>Circulation takes care of readership </li></ul><ul><li>Bloggers write about experience at event </li></ul><ul><li>Bloggers post photos about themselves and of fellow bloggers </li></ul><ul><li>Will post about bad attitude of PR or spokesperson </li></ul><ul><li>PR should share link with wider audience </li></ul>
  27. 27. Integrate the e x periences physical & virtual marketing the physical experience marketing the virtual experience database
  28. 28. marketing the physical experience marketing the virtual experience
  29. 30. where are you? <ul><li>professional </li></ul><ul><li>social </li></ul><ul><li>video / photo </li></ul><ul><li>blogging </li></ul><ul><li>micro-blogging </li></ul><ul><li>niche networks </li></ul><ul><li>brand owned </li></ul>
  30. 31. <ul><li>build </li></ul><ul><li>meaningful </li></ul><ul><li>relationships </li></ul>
  31. 32. 16 – 25: Significant Changes <ul><li>Drivers license </li></ul><ul><li>Vote </li></ul><ul><li>First job / first career job </li></ul><ul><li>University / move out of the house </li></ul><ul><li>Credit / more buying power </li></ul><ul><li>Become their own person </li></ul>
  32. 33. <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 </li></ul>
  33. 34. Nuno Machado Lopes [email_address] www.nunomachadolopes.com +351 916863479

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