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Evolution of Marketing with the Development of Social Media

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Evolution of Marketing with the Development of Social Media

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.ME talks about the use of branding, marketing and social media in the domain name industry at the 5th International ccTLD Registry Conference in Budva.

.ME talks about the use of branding, marketing and social media in the domain name industry at the 5th International ccTLD Registry Conference in Budva.

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Evolution of Marketing with the Development of Social Media

  1. 1. Evolution of marketing with the development of social media 5th International conference for ccTLD registries and registrars of CIS, Central and Eastern Europe Budva / September 13, 2012
  2. 2. Maša Đikanović Community Manager @ .ME About.me/masa.dikanovic Email: masa@domain.me Podgorica, Montenegro
  3. 3. Enough about ME …
  4. 4. Let’s talk about .ME!
  5. 5. About .ME Operated by doMEn d.o.o – a partnership between Me-Net, Afilias, and GoDaddy – Me-Net is a local company – Afilias provides world class registry services and broad access to register domains through registrars – GoDaddy is world’s largest registrar
  6. 6. Our THING .ME carries meaning in English, Dutch, Italian, Spanish, Bulgarian, Serbian, Croatian, Portuguese etc. Brandable, cool and .ME morable – – Ama.me, – Call.me, – VoteFor.Me, – Visible.me – Connect.me – Join.me – Help.me – Kiss.me
  7. 7. Premium Names Non-Auction Allocation Program – Business plan – Significant traffic and good references – Upfront fee Auctions 7
  8. 8. What makes .ME different?
  9. 9. BRANDING: THE VERY (VERY, VERY) SHORT HISTORY
  10. 10. (1) Unique Selling Proposition "Melts in your mouth, not in your hand” M&M’s "You get fresh, hot pizza delivered to your door in 30 minutes or less – or it's free." Domino's Pizza
  11. 11. (2) Emotional Selling Proposition
  12. 12. (3) Organizational Selling Proposition
  13. 13. (4) Brand Selling Proposition
  14. 14. *5* Me Selling Proposition USP  MSP The audiences own the brands - at least, they feel they do. It's the ultimate branding achievement. - Martin Lindstrom
  15. 15. *5* Me Selling Proposition ESP  MSP
  16. 16. *5* Me Selling Proposition OSP  MSP
  17. 17. Converse – Design Your Own
  18. 18. 1950 characteristics “what is IT?” 1975 good side “what is DOES?” 2005 experience “what do you FEEL?” 2008 identification “who you ARE?” Today’s marketing focuses on individuals and personalization
  19. 19. What makes .ME different?
  20. 20. The .ME community
  21. 21. The community at home 21
  22. 22. And worldwide thanks to social media
  23. 23. .ME BLOG Social Media and .ME: Creating Content
  24. 24. FACEBOOK, TWITTER & MORE .ME and Social Media: Spreading Content
  25. 25. We’re on Facebook!fb.me/dotME
  26. 26. … and on Twitter
  27. 27. We’re on Facebook!Establishing A Two Way Interaction
  28. 28. Google+ 31
  29. 29. LinkedIn 32
  30. 30. Pinterest 33
  31. 31. 5th International conference for ccTLD registries and registrars of CIS, Central and Eastern Europe Budva / September 13, 2012

Editor's Notes

  • Bitankvalitet, da imamodobresajtoveizadobvrihdomena, jertajdobarsadrzajpromovisesadrzajsamposebi…. Preko 80% domenaimasadrzaj, od koga je velikidioredirekcija. Date.me, 70 000 dolara
  • http://www.allaboutbranding.com/index.lasso?article=352These three brands developed such potent spirit their core audiences accept them almost as personal brands. They form brand communities as permanent testaments to the brands excellence. Harley-Davidson, Coke, and LEGO no longer belong to their companies but are in the hands of consumers. The audiences own the brands - at least, they feel they do. I call this "MSP", for "Me Selling Proposition". It's the ultimate branding achievement.
  • W. Stainmann.1950s.Such campaigns made unique propositions to the customer and that this convinced them to switch brands
  • 1960s. Emotional Selling Proposition (ESP) is Coke and Pepsi territory. These brands differentiate themselves from each other according to feelings and values they promote in consumers, rather than to rationally analysed product attributes.* Feel important* Feel valued* Feel part of a unique group or select band of people* Feel whole* Feel remembered* Feel attractive* Feel trendy* Feel hip* Feel safe* Feel accepted
  • 1980s. Organizational Selling Proposition (OSP) can be observed in brands such as Nike, a cult even among its employees. Over the years, Nike has been known for the sports culture it promotes among its staff. The organization is more than a workplace. Nike is a lifestyle for its workers.
  • 1990s. The final stage in brand development is Brand Selling Proposition (BSP). Harry Potter, Pokamon, and Teenage Mutant Ninja Turtles are examples of brands that work from the BSP. The product is irrelevant. As long as the brand name is attached, a product will sell on the name's strength. Four Harry Potter books have been published to date, yet over 3,000 related products have been released!
  • 2000. – when the user takes control of the brand – it’s for the generation who thinks that the world goes around them
  • Nike ID
  • Poklanjamoracunaredjecisvakegodine, DrvoUp, olimpijada, BLED, webfest. Pokazati da smodrustvenoodgovorna firma, sveostalo, da bismopokazali da zelimo da pomognemozajednici u biznisitehnoloskomrazvoju.
  • Svi da updateuju LinkedIn!

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