Year of the Dragon 2012

412 views

Published on

By Jason Xenopoulos

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
412
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Year of the Dragon 2012

  1. 1. ENTER THE DRAGON / JASON XENOPOULOS
  2. 2. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% ENTER THE DRAGON2 ENTER THE DRAGON
  3. 3. CHINESE ASTROLOGY INSERT IMAGE IN According to Chinese BACKGROUND Astrology, 2012 is the Year of MAKE SURE IT FILLS the Dragon. Occupying the 5th THIS SPACE 100% position of the Chinese Zodiac, the Dragon is the mightiest of all the signs.3 ENTER THE DRAGON
  4. 4. DRAGON REPRESENTS INSERT IMAGE IN BACKGROUND » Strength MAKE SURE IT FILLS THIS SPACE 100% » Dominance » Good Luck4 ENTER THE DRAGON
  5. 5. NOT JUST ANY DRAGON INSERT IMAGE IN 2012 is not just the year of the BACKGROUND Dragon, it is the year of the MAKE SURE IT FILLS Water Dragon. THIS SPACE 100%5 ENTER THE DRAGON
  6. 6. THE WATER DRAGON INSERT IMAGE IN BACKGROUND » Dragon = Masculine, MAKE SURE IT FILLS power and ambition THIS SPACE 100% » Water = Feminine, flexible and soft6 ENTER THE DRAGON
  7. 7. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% MASTERING TECHNOLOGY7 ENTER THE DRAGON
  8. 8. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% INTERCONNECTEDNESS8 ENTER THE DRAGON
  9. 9. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% FUELING THE FIRES OF SOCIAL MEDIA9 ENTER THE DRAGON
  10. 10. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% THE WATER DRAGON10 ENTER THE DRAGON
  11. 11. FIVE CONCEPTS FOR 2012 INSERT IMAGE IN 1. Social by Design BACKGROUND 2. Propagation Planning MAKE SURE IT FILLS THIS SPACE 100% 3. Devolution™ 4. Brand Purpose 5. Mobilization11 ENTER THE DRAGON
  12. 12. SOCIAL BY DESIGN12 ENTER THE DRAGON
  13. 13. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% FUELING THE FIRES OF SOCIAL MEDIA13 ENTER THE DRAGON
  14. 14. 1.0 EDITORIAL During the nineties, the INSERT IMAGE IN web was primarily a BACKGROUND publish and browse medium MAKE SURE IT FILLS THIS SPACE 100%14 ENTER THE DRAGON
  15. 15. 2.0 SOCIAL The web has become a INSERT IMAGE IN blackboard on which BACKGROUND everyone is invited to make their mark. MAKE SURE IT FILLS THIS SPACE 100%15 ENTER THE DRAGON
  16. 16. 3.0 INTEGRATION Social Media has INSERT IMAGE IN fundamentally changed BACKGROUND the dynamic between consumers and brands MAKE SURE IT FILLS THIS SPACE 100%16 ENTER THE DRAGON
  17. 17. SOCIAL BY DESIGN INSERT IMAGE IN » Social media is changing the BACKGROUND way we use the Internet… MAKE SURE IT FILLS » Changing the way we THIS SPACE 100% advertise… » Changing the way we do business…17 ENTER THE DRAGON
  18. 18. THE OLD PURCHASE PROCESS AWARENESS INTEREST DECISION ACTION18 ENTER THE DRAGON
  19. 19. THE NEW PURCHASE PROCESS RECOMMENDATION ACTION AWARENESS DECISION INTEREST19 ENTER THE DRAGON
  20. 20. SOCIAL BY DESIGN Pay With a Tweet INSERT VIDEO HERE20 ENTER THE DRAGON
  21. 21. SOCIAL BY DESIGN Social Beyond Digital INSERT VIDEO HERE21 ENTER THE DRAGON
  22. 22. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% BEYOND SOCIAL MEDIA22 ENTER THE DRAGON
  23. 23. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% GOING VIRAL23 400% ENTER THE DRAGON
  24. 24. SOCIAL BY DESIGN Developing Viral Products INSERT VIDEO HERE24 ENTER THE DRAGON
  25. 25. PROPAGATION PLANNING25 ENTER THE DRAGON
  26. 26. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%26 ENTER THE DRAGON
  27. 27. PROPAGATION PLANNING “Planning not for the people you reach, but the people that they reach, by giving them assets to propagate.” Griffin Farley from BBH New York27 ENTER THE DRAGON
  28. 28. 28 ENTER THE DRAGON
  29. 29. 29 ENTER THE DRAGON
  30. 30. PROPAGATION PLANNING Share a Coke with your Mate INSERT VIDEO HERE30 ENTER THE DRAGON
  31. 31. CASE STUDY SHARE A COKE INSERT IMAGE IN » 150 names, printed on bottles and cans BACKGROUND » Each name has a downloadable MAKE SURE IT FILLS song THIS SPACE 100% » Get your own name printed on a can for free » Create your own Coke commercials31 ENTER THE DRAGON
  32. 32. PROPAGATION PLANNING Share a Coke with your Mate INSERT VIDEO HERE32 ENTER THE DRAGON
  33. 33. PROPAGATION PLANNING INSERT IMAGE IN “The Universal Currency of Stories” BACKGROUND Sarah Kay - Poet MAKE SURE IT FILLS THIS SPACE 100%33 ENTER THE DRAGON
  34. 34. 34 ENTER THE DRAGON
  35. 35. 35 ENTER THE DRAGON
  36. 36. 36 ENTER THE DRAGON
  37. 37. 37 ENTER THE DRAGON
  38. 38. DEVOLUTION™38 ENTER THE DRAGON
  39. 39. THE PHILOSOPHY INSERT IMAGE IN The Social Media Revolution BACKGROUND is a Consumer Revolution. MAKE SURE IT FILLS Today, our brands are co- THIS SPACE 100% owned with our consumers.39 ENTER THE DRAGON
  40. 40. THE METHODOLOGY Devolution™ is a strategic INSERT IMAGE IN methodology designed to BACKGROUND MAKE SURE IT FILLS help marketers adapt to the THIS SPACE 100% changing needs of their increasingly empowered consumers.40 ENTER THE DRAGON
  41. 41. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% PIONEERS OF CONSUMER41 ENTER THE DRAGON INVOLVEMENT
  42. 42. THE LEGO HISTORY 1932 1949 1998 2003 2004 2008 Wooden Coloured Launches Sales Drop by Lego Starts Sales up by Blocks Plastic Mindstorm 26% Listening 35% Blocks Starts Losing Biggest loss in Profitability all Money History time high Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield42 ENTER THE DRAGON
  43. 43. LISTENOMICS INSERT IMAGE IN The art and science of cultivating BACKGROUND relationships with individuals inMAKE SURE IT FILLS a connected, increasingly open- THIS SPACE 100% source environment.43 ENTER THE DRAGON
  44. 44. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%44 ENTER THE DRAGON
  45. 45. PROCTER & GAMBLE INSERT IMAGE IN We were the biggest shouter in the 20th Century. BACKGROUND MAKE SURE IT FILLS In the 21st Century we want to THIS SPACE 100% be the best listener.45 ENTER THE DRAGON
  46. 46. WHEN LISTENING BECOMES ACTIVE COMMAND & CONTROL COLLABORATION CLOSED OPEN46 ENTER THE DRAGON
  47. 47. THE MOVE TOWARDS OPEN BRANDS CLOSED BRAND OPEN BRAND WORLDVIEW WORLDVIEW MONOLOGUE DIALOGUE AWARENESS ENGAGEMENT SCRIPTED COMMUNICATION TRANSPARENT COMMUNICATION BRAND CUSTODIANSHIP BRAND STEWARDSHIP CO-CREATED WITH CREATED BY MARKETERS CONSUMERS * Adapted From “Open Brand” – Kelly Mooney47 ENTER THE DRAGON
  48. 48. A BRAND IS NOT WHAT INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% YOU SAY IT IS49 ENTER THE DRAGON
  49. 49. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% IT’S WHAT THEY SAY IT IS Marty Neuimeier -The Brand Gap50 ENTER THE DRAGON
  50. 50. DEVOLUTIO N Edding Wall of Fame INSERT VIDEO HERE51 ENTER THE DRAGON
  51. 51. DEVOLUTION Johnny Cash Project INSERT VIDEO HERE52 ENTER THE DRAGON
  52. 52. 54 ENTER THE DRAGON
  53. 53. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% FROM TELLING & SELLING TO BUILDING RELATIONSHIPS * Jim Stengel - Procter & Gamble55 ENTER THE DRAGON
  54. 54. BRAND PURPOSE56 ENTER THE DRAGON
  55. 55. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% MAYAN PROPHECIES57 ENTER THE DRAGON
  56. 56. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%58 ENTER THE DRAGON
  57. 57. PURPOSE Electrolux Vac from the Sea INSERT VIDEO HERE59 ENTER THE DRAGON
  58. 58. THE POWER OF PURPOSE “Today, advertising is about INSERT IMAGE IN finding common ground on BACKGROUND which brands and MAKE SURE IT FILLS communities can forge THIS SPACE 100% relationships” Bob Garfield60 ENTER THE DRAGON
  59. 59. BRAND PURPOSE WWF Save as WWF INSERT VIDEO HERE61 ENTER THE DRAGON
  60. 60. MOBILIZATION62 ENTER THE DRAGON
  61. 61. MOBILE Right Time, Right Place INSERT IMAGE IN BACKGROUND has now become MAKE SURE IT FILLS Right Here, Right Now THIS SPACE 100%63 ENTER THE DRAGON
  62. 62. MOBILE How will mobile INSERT IMAGE IN computing disrupt and BACKGROUND MAKE SURE IT FILLS redefine the customer THIS SPACE 100% journey within your industry?64 ENTER THE DRAGON
  63. 63. MOBILE View your customer’s INSERT IMAGE IN BACKGROUND mobile phone as their MAKE SURE IT FILLS remote control for your THIS SPACE 100% business65 ENTER THE DRAGON
  64. 64. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%67 ENTER THE DRAGON
  65. 65. FEATURE PHONES INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% DOMINATE71 ENTER THE DRAGON
  66. 66. MOBILE PHONES IN AFRICA Feature Phones Dominate INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THIS SPACE 100%72 ENTER THE DRAGON
  67. 67. INNOVATIVE TEXT SERVICES SMS, INSERT IMAGE IN USSD, BACKGROUND PLEASE CALL ME, MAKE SURE IT FILLS M-PESA THIS SPACE 100%73 ENTER THE DRAGON
  68. 68. THE RISE OF SMARTPHONES » IDEOS $100 Android phone has become INSERT IMAGE IN smartphone bestseller in Kenya. BACKGROUND » By 2013 there will be smart phones retailing at less than $50 in many African MAKE SURE IT FILLS markets. THIS SPACE 100% » 265 million data subscribers in Africa by 2015 up from about 12 million today (Informa Telecoms)75 ENTER THE DRAGON
  69. 69. MOBILE A whole new way to communicate INSERT VIDEO HERE76 ENTER THE DRAGON
  70. 70. MOBILE Beyond your cell phone INSERT VIDEO HERE78 ENTER THE DRAGON
  71. 71. CONCLUSION79 ENTER THE DRAGON
  72. 72. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%80 ENTER THE DRAGON
  73. 73. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% BOARDS DON’T HIT BACK81 ENTER THE DRAGON
  74. 74. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% THE WATER DRAGON82 ENTER THE DRAGON
  75. 75. THANK YOU

×