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MTO Summit 8:30 am Keynote: Rd Whitney of Tarsus Online Media

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Many conference producers and corporations are scratching their collective heads and trying to understand what all the change involving marketing is about. Actually it is quite simple, and something we do everyday. Essentially, we are moving towards a “search centric” world where buyers and sellers are connecting more and more online.

We are being conditioned to put any request for research into a computer screen box. We value organic search results based on content delivery algorithms. This shift has caused marketers around the world to react by proliferating the web with content and noise (articles, PR, thought leadership, video, user-generated content, etc) all in an attempt to increase the chance that their product, company, or conference will come up in the first few organic results in a search engine.

At MTO Summit, RD Whitney provided the keynote session, addressing how to adopt the new marketing approaches generated from the Great Marketing Shift. A strategic plan for harnessing the power of the new rules of marketing and PR was provided, showing how to identify audiences, create compelling content. Told with case studies and real-world examples, this strategic discussion covered the impact of Social Media and what it means to your organization.

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MTO Summit 8:30 am Keynote: Rd Whitney of Tarsus Online Media

  1. 1. The “Great Marketing Shift” Implications and Opportunities for Events Escape the Technology Maze October 21-22, 2009 Hyatt Fisherman’s Wharf
  2. 2. Tarsus Online Media Goals of presentation
  3. 3. Tarsus Online Media Goals of presentation
  4. 4. Key ingredients assembling (at the right time) Tarsus Online Media How to cause the reaction <ul><li>Water </li></ul><ul><li>Heat </li></ul><ul><li>Plumbing </li></ul>
  5. 5. “ Push” marketing is unsustainable Tarsus Online Media Ingredient #1: the shift
  6. 6. Why is this shift happening? Tarsus Online Media Ingredient #1: the shift
  7. 7. How is it evolving? Tarsus Online Media Ingredient #1: the shift
  8. 8. Tarsus Online Media Ingredient #1: the shift So you’re saying there’s a chance?
  9. 9. What does “the shift” have to do with a pregnant woman? Tarsus Online Media Ingredient #1: the shift
  10. 10. Welcome to a “search centric” world How buyers and sellers connect Tarsus Online Media Ingredient #1: the shift
  11. 11. Sellers want to follow the conversation of buyers Marketing Shift: opportunity So strong is this trend that Intel is shifting marketing spend to follow the conversation. In fact, they are even creating their own social networks and advertising on it. Tarsus Online Media
  12. 12. Goal #2: Introduce Tarsus Online Media Rest in Peace American Newspapers…
  13. 13. Goal #2: Introduce Tarsus Online Media Rest in Peace Magazines …
  14. 14. What is the news telling us? Ingredient #1: the shift Tarsus Online Media Twitter valued at $1 Billion... Twitter’s worth has grown by around $772,797 per day... Twitter has been given an average of $187,356 per day by its investors... new round over 1025 times the amount of money they raised in its very first round… source www.Mashable.com
  15. 15. Watering the seed Ingredient #1: the shift Don’t be afraid, this is actually a really great opportunity! Tarsus Online Media
  16. 16. Marketing Shift: opportunity Tarsus Online Media Light the match, fan the flame: Leverage “Wikinomics” and “mass collaboration” + =
  17. 17. Marketing Shift: opportunity Tarsus Online Media This isn’t for me…
  18. 18. Marketing Shift: opportunity Tarsus Online Media This isn’t for me…
  19. 19. Event Marketing: Example #1 Tarsus Online Media Specific Example: Bring this to the ground – event marketing
  20. 20. Event Marketing: Example #1 Tarsus Online Media
  21. 21. Tarsus Online Media Event Marketing: Example #1
  22. 22. Event Marketing: Example #1 Tarsus Online Media ACTION : Created a conversation and buzz on the net RESULT: News is all over the search engines
  23. 23. Event Marketing: Example #1 Tarsus Online Media ACTION : Created a conversation and buzz on the net
  24. 24. Event Marketing: Example #2 Tarsus Online Media Result : 750 signups and a very happy client My gift for you :
  25. 25. Marketing Shift: opportunity Tarsus Online Media <ul><li>Barriers to entry have never been lower: </li></ul><ul><ul><ul><ul><ul><li>threat or opportunity. Why won’t established media do this? </li></ul></ul></ul></ul></ul><ul><ul><li>Legacy baggage </li></ul></ul><ul><ul><li>And misplaced focus on the SELLERS rather than BUYERS </li></ul></ul>
  26. 26. Ingredient #2 Heat: Use MTO discussion to learn and adapt Tarsus Online Media Ingredient #2: Heat Take the conversation back to the office and online
  27. 27. What’s next? What’s under the big top? Tarsus Online Media Ingredient #2: Heat
  28. 28. Ingredient #3: Plumbing Will you hide from the “shift” or evolve and thrive BECAUSE of it? Ingredient #3: Is your plumbing ready? Tarsus Online Media Link to me (any my 4000 level 1 connections): -- RD Whitney www.linkedin.com/in/rdwhitney CEO, Tarsus Online Media Tarsus Group plc www.Tarsus.com Email: rwhitney@tarsus.com Phone: 603.925.1160

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