Mobile Convention Amsterdam - Human Dialogue - Jonathan MacDonald

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Presentatie van Jonathan MacDonald tijdens Mobile Convention Amsterdam 2011

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Mobile Convention Amsterdam - Human Dialogue - Jonathan MacDonald

  1. 1. jonathan macdonald@jmacdonald#MoCoAm
  2. 2. optimised information, optimised messagesoptimised conversation, optimised response
  3. 3. powerful strategies, powerful people,powerful structures, powerful processes
  4. 4. the ultimate goal ofadvertising & marketing isto selloffering products,services, content &communications thatengage people, is theultimate way of achievingthat goal
  5. 5. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  6. 6. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  7. 7. objectives | strategies | tactics | tools, platforms, channels
  8. 8. capability & affordability of technology =objectives | strategies | tactics | tools, platforms, channels
  9. 9. capability & affordability of technology citizen ability to create, edit, publish & share =objectives | strategies | tactics | tools, platforms, channels
  10. 10. capability & affordability of technology citizen ability to create, edit, publish & share brand democratisationobjectives | strategies | tactics | tools, platforms, channels
  11. 11. capability & affordability of technology citizen ability to create, edit, publish & share brand democratisation affecting allobjectives | strategies | tactics | tools, platforms, channels
  12. 12. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  13. 13. 1/3. less attrition betweenawareness and conversion, enhancing engagement – Amazon NFC payments
  14. 14. 2/3. citizen journalism, empowering engagement –CNN iReport “where people take part in the news”
  15. 15. 3/3. advocurrency, rewarding engagement –Palms Hotel grading guests by online influence
  16. 16. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  17. 17. 1/3. increase levels of understanding –to engage more effectively
  18. 18. 2/3. building relationships –to engage more strategically
  19. 19. 3/3. growing trust –to engage more respectfully
  20. 20. 1. the driving forces affecting engagement1. what these look like in practice2. key ways of bettering engagement3. what the results look like
  21. 21. 1/4. positive interactions – enabling people toengage: when, where and how they desire
  22. 22. 2/4. positive sentiment – learning from opinion whileempowering people to see the value in sharing
  23. 23. 3/4. positiveadvocacy –enabling others tospread the goodword and defendyou when thingsdon’t work out
  24. 24. 4/4. positive sales growth –turning interaction, sentiment andadvocacy into sales Real Madrid app with over 100,000 users spending av.€12/month
  25. 25. if you want to:increase sales and profitthrough higherengagement with existingand new users, customersor consumersplease get in touch
  26. 26. jonathan macdonaldme@jonathanmacdonald.cominfo@thisfluidworld.comthisfluidworld.cominfo@humandialogue.comhumandialogue.com

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