think big: a new social media pov.
ut mba – marketing fellows discussion 10.1.09




                              10/03/0...
company
                                                                                                                  ...
game changer




digital technology
   social mediums
    accessible info

             10/03/09                  3
barriers
                                                                                                                 ...
marketing
                                                        convention




                                         ...
vs. marketing
                                                                                utility




                ...
how do you define?




                                                                  10/03/09                          ...
this is not about
                                                                                                        ...
this is
   about people




                                                                   10/03/09                   ...
in the not-so distant future


 EVERYTHING IN
MARKETING WILL
     BE SOCIAL
   10/03/09                              10
think big
    think real



                                                          10/03/09

The Sultan's Elephant was ...
blend
                             worlds




CTCA Strat Review 10/03/09
      10/03/09                        12
tell
                                                                                                            stories

...
engineer to engage
                                at every step




CTCA Strat Review 10/03/09                        14
currency to
                                         engage




                            marketing
      
!!    !
     ...
competition
             or cause




10/03/09                 16
spectacles
           or experience




10/03/09                   17
surprises
           or status




10/03/09               18
case study




                                                                                             http://vimeo.c...
marketing
                                                                                                          princi...
brand empathy




                     branding
           !
          “…”
                     requires
company     perso...
social insight




                                                                10/03/09                               ...
competitive
                                                                                                   cgm




   ...
social scoring




                                                                 10/03/09                              ...
social
                                         volumetrics




                              10/03/09                 25
...
marketing
                                                                                                          takeaw...
thank you
Andy Hunter
pursuitnow.com
email | andyjhunter@pursuitnow.com
twitter | andyhunter
blog | experiencefreak.com
sm...
speaker
                                                                            bio




         Andy’s experience spa...
SOCIAL INSPIRATIONS


        10/03/09
thought leaders




jane mcgonigal   clay shirky   danah boyd   russell davies   henry jenkins   mark earls




          ...
Nike+ Campaign




                 31
Microsite Hub




32
Likeminded
                                                                                                               ...
Branded Product
   Extensions




                  34
Branded Product
        Extensions




35
Content
     Integration




36
Social Tools




               37
Influencer
     Engagement




38
Blog



       39
Email &
     Events


40
foursquare
                              social app




CTCA Strat Review 10/03/09                 41
royal de luxe
                                                                                                     theater...
red bull flugtag




Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines a...
yelp
                                                                                          augmented reality




New a...
tru blood
                                                                                                         HBO Alt...
signtific lab




Significant Labs games to create breakthrough. Signtific is a collaborative project that brings together mu...
Come Out &
                                                          Play Festival




The Come Out & Play Festival seeks ...
Nintendo
                                                                       Wii




The Wii crosses age, physical acti...
zombie
               flash mobs

NEWCASTLE city centre was turned into a scene from a horror film yesterday as students put...
blame drews cancer




10/03/09                        50
GEORGE LUCAS
                                                  TOURNAMENT OF
                                             ...
thank you
Andy Hunter
pursuitnow.com
email | andyjhunter@pursuitnow.com
twitter | andyhunter
blog | experiencefreak.com
sm...
marketing innovation
                                    business optimization
                                      resea...
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Think Big A New Social Point-Of-View W/Notes

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Think Big A New Social Point-Of-View W/Notes

  1. 1. think big: a new social media pov. ut mba – marketing fellows discussion 10.1.09 10/03/09 1
  2. 2. company & philosophy 10/03/09 2 about
my
business.

we
work
under
the
principal
that
for
many
companies,
business
culture,
organiza:onal
system
and
marke:ng
siloes

are
 ge;ng
in
the
way
of
truly
serving
customers,
the
people
most
important
to
business.



and
that,
aligning
everything
you
do,
everything
you
 say
to
best
serve
customers
can
be
achieved
by
a
much
closer
look
at
their
journey.

Understanding
the
customer
journey
in
terms
of
how
they
 live
their
life,
experience
your
brand,
make
decisions
relevant
to
your
business
and
engage
with
your
products.

this
is
not
new,
companies
like
 Southwest
Airlines,
Niemen
Marcus
and
Zappos
have
this
principal
working
at
the
core
of
their
business.

But
not
all
do,
in
fact
they’ve
found
 success
without
needing
such
close
understanding
of
people.

But
something’s
changed,
making
it
much
more
difficult
to
survive
(or
get
away
 with)
without
a
close
connec:on
to
customers…
  3. 3. game changer digital technology social mediums accessible info 10/03/09 3
  4. 4. barriers broken 10/03/09 4 barriers
for
people
to
understand
your
product,
service,
your
performance
have
been
pulled
down…
and
people
can
seek
out
others
they
 might
trust
before
you.
  5. 5. marketing convention 10/03/09 5 but
marketers
keep
working
under
this
old
 conven:on.
  6. 6. vs. marketing utility 10/03/09 6 when
they
should
be
looking
at
it
in
context
to
what
people
want
and
 need.
  7. 7. how do you define? 10/03/09 7 but…
what
does
this
have
to
do
with
social
media?
how
you
do
you
define
social
media?
I
suggest
you
read
Marta
Kagan’s
presenta:on
“what
 the
f**k
is
social
media.”

it’s
by
far
the
best,
and
the
most
engaging
presenta:ons
I’ve
ever
seen
about
social
as
a
medium,
why
it
maRers.

  8. 8. this is not about technology ? CTCA Strat Review 10/03/09 10/03/09 8 when
it
comes
to
social,
don’t
get
caught
up
in
the
tech
fascina:on,
the
plaSorms,
the
online
proper:es.

boRom
line,
this
is
not
about
 technology.
  9. 9. this is about people 10/03/09 9 it’s
about
people.


social
media
now,
is
simply
a
peek
into
the
future
of
marke:ng
as
a
whole.
  10. 10. in the not-so distant future EVERYTHING IN MARKETING WILL BE SOCIAL 10/03/09 10
  11. 11. think big think real 10/03/09 The Sultan's Elephant was a show created by the Royal de Luxe theatre company, involving a huge moving mechanical elephant, a giant marionette of a girl and other associated public art installations.
  12. 12. blend worlds CTCA Strat Review 10/03/09 10/03/09 12
  13. 13. tell stories 10/03/09 True blood (HBO PROMOTION) creates rich alternate storyline aside itʼs TV show. Previous to this, movie promotionʼs like The Dark Night developed a year long prequel teaser that kept fans guessing.
  14. 14. engineer to engage at every step CTCA Strat Review 10/03/09 14
  15. 15. currency to engage marketing 
!! ! wtf? requires company person social currency 10/03/09 15
  16. 16. competition or cause 10/03/09 16
  17. 17. spectacles or experience 10/03/09 17
  18. 18. surprises or status 10/03/09 18
  19. 19. case study http://vimeo.com/6303664 10/03/09 19 one
of
the
best
cases
of
a
truly
“social”
transmedia
campaign.

“why
so
serious”
for
release
of
dark
night.
  20. 20. marketing principles Human Focused: People’s needs, influences and drivers first before platform and technology. Beyond Technology: Experiences, a story, meaningful, or larger than life. Environmental Management & Engineering: Playing close attention to participants and providing real, digital and augmented experiences to interact within. An Engagement Currency: 10/03/09 20
  21. 21. brand empathy branding ! “…” requires company person listening 10/03/09 21
  22. 22. social insight 10/03/09 22 jonathan
harris
“wefeelfine.or”
shows
a
glimpse
of
how
social
media
conversa:ons
can
help
you
understand
people.

there’s
enormous
insight
 buried
within
social
media.

much
mor
to
understand
beyond
volumetric
measures
of
men:on,
posi:ve/nega:ve
sen:ments.

there
are
 pictures,
words
and
quotes
that
paint
a
picture
about
a
brand.
  23. 23. competitive cgm 10/03/09 23 we
use
social
media
to
see
how
people
define
a
brand
vs.
how
you
think
it
should
be
portrayed.
  24. 24. social scoring 10/03/09 24 we
gain
context
into
the
what
and
why,
and
help
companies
score
their
social
brand
presence.
  25. 25. social volumetrics 10/03/09 25 …while
also
looking
at
the
 numbers.
  26. 26. marketing takeaways Stay Human Focused: People’s needs, influences and drivers first before platform and technology. Think Beyond Technology: Experiences, a story, meaningful, or larger than life. Craft the Environment & Engineer for an Experience. Playing close attention to participants and providing real, digital and augmented experiences to interact within. Have an Engagement Currency: A reason to engage: competition, status, tangible/intangible reward, content or cause. Listen, Find Meaning in the Mentions: Look at your brand in terms of how people talk about it vs. how you want it to be percieved. 10/03/09 26 social:
it’s
more
than
media.
it’s
the
new
framework
you
need
to
apply
to
all
of
your
marke:ng.
  27. 27. thank you Andy Hunter pursuitnow.com email | andyjhunter@pursuitnow.com twitter | andyhunter blog | experiencefreak.com sms | 50500 reeboot 10/03/09
  28. 28. speaker bio Andy’s experience spans the marketing communication landscape working for many of the world’s leading fortune 500 brands including American Express, BMW, Walmart, Sears and PwC Consulting. He focuses on digital innovation, web marketing and integrated communication strategy. He is a former ad-agency director and planner having worked for Ogilvy, Young & Rubicam, Hakuhodo Int’l and Hill Holliday. As founder of GSDM’s brand connections practice he led efforts to extend brands into digital experience, emerging technologies and transmedia storytelling. In parallel to his current duties at PURSUIT, he’s served as an advisor to several new media and technology startups concentrated in the online video, social networking and integrated communications space. He is a past speaker-moderator at events including MIT’s Future of Entertainment, SXSW Interactive and Digital America. 10/03/09 28 about
 me.
  29. 29. SOCIAL INSPIRATIONS 10/03/09
  30. 30. thought leaders jane mcgonigal clay shirky danah boyd russell davies henry jenkins mark earls 10/03/09 30
  31. 31. Nike+ Campaign 31
  32. 32. Microsite Hub 32
  33. 33. Likeminded Brand Partners 33 Since
its
incep:on
back
in
May
of
2006,
runners
have
used
the
$29
Nike
+
iPod
Sport
Kit
to
log
close
to
50
million
miles,
according
to
Nike.
The
 kit
includes
an
in‐shoe
sensor
and
a
receiver
that
aRaches
to
iPod,
allowing
runners
to
track
data
on
:me,
distance,
calories
burned
and
pace.
  34. 34. Branded Product Extensions 34
  35. 35. Branded Product Extensions 35
  36. 36. Content Integration 36
  37. 37. Social Tools 37
  38. 38. Influencer Engagement 38
  39. 39. Blog 39
  40. 40. Email & Events 40
  41. 41. foursquare social app CTCA Strat Review 10/03/09 41
  42. 42. royal de luxe theater company The Sultan's Elephant was a show created by the Royal de Luxe theatre company, involving a huge moving mechanical elephant, a giant marionette of a girl and other associated public art installations.
  43. 43. red bull flugtag Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck in hopes of achieving flight! Flugtag may mean "flying day" in German, but all these crafts ultimately splash into the waters below. They are judged not only on their flight's distance, but creativity and showmanship as well.
  44. 44. yelp augmented reality New apps blend information, geography and people to create connections among strangers.
  45. 45. tru blood HBO Alternate Reality True blood (HBO PROMOTION) creates rich alternate storyline aside itʼs TV show. Previous to this, movie promotionʼs like The Dark Night developed a year long prequel teaser that kept fans guessing.
  46. 46. signtific lab Significant Labs games to create breakthrough. Signtific is a collaborative project that brings together multiple non-profit research groups, scientific bodies, government agencies, and university research programs.Signtific is developed and directed by the Institute for the Future, a non-profit futures-research group based in Palo Alto, California.
  47. 47. Come Out & Play Festival The Come Out & Play Festival seeks to provide a forum for new types of public games and play. We want to bring together a public eager to rediscover the world around them through play with designers interested in producing innovative new games and experiences.
  48. 48. Nintendo Wii The Wii crosses age, physical activity and technology boundaries.
  49. 49. zombie flash mobs NEWCASTLE city centre was turned into a scene from a horror film yesterday as students put on a Halloween show for shoppers.A flash mob descended on Greys Monument and acted as zombies before performing the routine from Michael Jacksons Thriller video.About 50 students turned up for the event, which was organised through text messages
  50. 50. blame drews cancer 10/03/09 50
  51. 51. GEORGE LUCAS TOURNAMENT OF ROSES PARADE bringing some spectacular escapism to pasadena.
  52. 52. thank you Andy Hunter pursuitnow.com email | andyjhunter@pursuitnow.com twitter | andyhunter blog | experiencefreak.com sms | 50500 reeboot 10/03/09
  53. 53. marketing innovation business optimization research & insight 10/03/09 ...this is what we do. hereʼs our team.

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