SlideShare a Scribd company logo
1 of 32
ENGAGEMENT SOCIAL MEDIA
    COMMUNITY BUZZ KPIs
INFLUENTIALS




                                                                                 LONG TAIL
               MANAGEMENT about New
                   “My Vision
                                         WORD OF MOUTH
               CONNECT
                                Marketing”



                                  RECOMMENDATION
                         INTERAC                     BRAND



                                                   TIPPING POINT
                         TION                    ADVOCACY




                                                                                 TWITTER
                                 Juan Sánchez Bonet

                                  Creative Inspiration Strategist


    WEB 2.0                                                        PUBLICITY
                                                                   GOING VIRAL
 FACEBOOK
 GEOLOCALIZATION                                   BRAND LOVE
1

 “OLD ADVERTISING
 DID NOT LISTEN TO
   CONSUMERS”
1- Old advertising did not listen to costumers
                                 Why did you work on mak¡ng your back more beautiful?




Old advertising is challenged because it gives its back to consumers, 
       when it should communicate through word of mouth.




                                             Juan Sánchez Bonet – Creative Inspiration Strategist
2

“MASS MARKETING
GOES DIRECTLY TO
   THE TRASH”
2- Mass marketing goes directly to the trash
                                                     Mass advertising is a total waste




Have you seen my new
    mailbox? Your
advertisment goes here!




                                          Juan Sánchez Bonet – Creative Inspiration Strategist
3

 “WOM, IS THE NEW
 GLOBAL PARADIGM
  OF MARKETING”
3- WOM, the global paradigm
        Every new marketing branch is part of the Word of Mouth marketing paradigm




     Fuente: http://www.theinfluencers.ca/why_wom.php




                                        Juan Sánchez Bonet – Creative Inspiration Strategist
4

     “PRODUCT IS THE
          MAIN
     COMMUNICATOR”
4- Product is the main communicator 
                                          Create a product worth talking about




« Create products worth talking about », Seth Godin.


                                    Juan Sánchez Bonet – Creative Inspiration Strategist
5

  “IT IS NOT ABOUT
  NOTORIETY, BUT
RECOMMENDATIONS”
5- It is not only about notoriety, but recommendations

                                            Getting notoriety is important, but still not enough


                                            Recommendations are the most trustworthy
                                            information source for consumer decision making.

                                            People watch spot TV (notoriety), but they ask
                                            friends, read blogs and forums (OL) to make their final
                                            purchase decision.




- Notoriety grows faster than adoption.
Moreover, adoption slows down
because of excessive choice (death by
excessive choice)


- WOM informs and reassures
prospects, reducing the time to make a
purchase decision.


- The goal: Transforming « early
adopters » into «transmitters» to
accelerate adoption by the « majority ».




                                                    Juan Sánchez Bonet – Creative Inspiration Strategist
6
 “DO NOT FOCUS ON
  MASS AUDIENCE,
 FOCUS ON OPINION
     LEADERS”
6- Donʼt focus on mass audience, focus on opinion leaders

                                                                 The Tipping Point by Malcolm Gladwell




                      TIPPING POINT




Fuente: baekdal.com




Tipping Point is the name given to that moment in an epidemic when a virus reaches
critical mass. It's the boiling point. It's the moment on the graph when the line starts to
                                   shoot straight upwards.

                                                            Juan Sánchez Bonet – Creative Inspiration Strategist
7


“THE SOLUTION IS A
  PULL STRATEGY”
7- The solution is a Pull Strategy
                                                           One of them doesnʼt work anymore. Do you know which one ?




Fuente: New Marketing – Intersection Consulting


                                                                       Juan Sánchez Bonet – Creative Inspiration Strategist
8
  “YOU CAN NOT
 UNDERSTAND WEB
   2.0 WITHOUT
    LONGTAIL”
8- You can not understand web 2.0 without Longtail

                       Firts of all, try to understand the longtail approach.




                               Juan Sánchez Bonet – Creative Inspiration Strategist
9

     “DO NOT FORGET
      THE POWER OF
        CONTEXT”
9- Do not forget he power of Context
                                   THE TIPPING POINT: The three rules of epidemics



                                                      "Epidemics are sensitive to
                                                           the conditions and
                                                      circumstances of the times
                                                       and places in which they
                                                                 occur.”




THE POWER OF
  CONTEXT


                       The Stickiness Factor
                                                          Just ask yourself, 

                                                          “WHATʼS
 The Law of the Few
                                                       BUZZING RIGHT
                                                           NOW?”
                                         Juan Sánchez Bonet – Creative Inspiration Strategist
10

 “NEW ADVERTISING
        =

    PUBLICITY”
10- New Advertising = Publicity
                                Traditional advertising is challenged…Please don’t disturb…


                                               “Nowadays, Communication
                                               should deal with PUBLICITY
                                                rather than ADVERTISING” 




 Advertising should
  take part of the                                          Buzz = VPEi

content like publicity                              (Equivalent Advertising Value on Internet)

       does.

                                               Juan Sánchez Bonet – Creative Inspiration Strategist
11

“GEOLOCALIZATION,
 INTERNET IS ALSO
      LOCAL”
11- Geolocalization
                                        Internet is not only global, it is also local


  I want « my »
 product but also
in« my » location




                     Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
12
  “DO NOT FORGET
     TO REWARD
     CONSUMER
    INTERACTION”
12- Do not forget to reward consumer interaction
                                                             ArtoftheTrench by Burberry is a good example




                                                                                     Let your
                                                                                    consumers
                                                                                   interact with
                                                                                   your content
  Interactions
                                                                       (buzz)



Effort, time, etc.

                                                                                 But donʼt forget
                                                                                 to reward them



Discounts
               Recognition 
                  Special offers
             Loyalty points
                      “The customer of the month”



                                              Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
13

  “ENGAGEMENT IS
  THE NEW JOB OF
    MARKETERS”
13- Engagement is the new job of marketers
                                                        Sorry old marketer, but let’s talk about engagement…




         Par$cipa$on
                                                            Ac$ve
Role





           Connec$on
                                                       Building
together


                                 Engagement
is
the
new
marketer’s
job


Source: The Audience is always right, mad-blog

                                                 Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
14
   “KPIs ARE THE
   WEDDING RING
  BETWEEN GOALS
   AND RESULTS”
5- KPIs are the wedding ring between goals and results

                                                             Results can not exist without KPI’s




                Goals
                                                                              Results




                                                                            Extra
Buzz

Nº
Followers
            Nº
Fans
                 Nº
Ar$cles

                                                                               Rate





        Today, creativity also has to be present on KPIs definition. 
                                    Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
15

     “THESE 14
    PRINCIPLES
  REDUCED TO 1…”
“THE BASIS OF MARKETING HASN’T CHANGED.
ONLY THE POSSIBILITIES TO CONNECT AND
ENGAGE WITH YOUR TARGET HAVE.
                           .

IF CONSUMERS            REALLY, DON NOT
HAVE CHANGED,            WORRY ABOUT
MARKETING (THE    DIFFERENT MARKETING
CONSUMER             SURNAMES… I ONLY
SCIENCE) MUST     KNOW TWO, THE GOOD
ALSO CHANGE.             AND THE BAD”.
Thanks for your attention.
                   COME ON!, DO YOU DARE
                  TO SHARE YOUR VISION? 

                                 Juan Sánchez Bonet

                                 Creative Inspiration Strategist




http://juanmarketing.com/

conversemos@juanmarketing.com

More Related Content

Viewers also liked

Word of Mouth Marketing- Compelling Idea (Coca-Cola)
Word of Mouth Marketing- Compelling Idea (Coca-Cola)Word of Mouth Marketing- Compelling Idea (Coca-Cola)
Word of Mouth Marketing- Compelling Idea (Coca-Cola)
Arihant Jain
 
20 influencer marketing quotes
20 influencer marketing quotes20 influencer marketing quotes
20 influencer marketing quotes
Prezly
 
Word of Mouth (WOM)
Word of Mouth (WOM)Word of Mouth (WOM)
Word of Mouth (WOM)
Nirushan
 

Viewers also liked (20)

If juliet had facebook
If juliet had facebookIf juliet had facebook
If juliet had facebook
 
Social Media 101 for Public Relations Professionals
Social Media 101 for Public Relations ProfessionalsSocial Media 101 for Public Relations Professionals
Social Media 101 for Public Relations Professionals
 
«Digital business» in «digital era»
«Digital business» in «digital era»«Digital business» in «digital era»
«Digital business» in «digital era»
 
Content Jam 2016: Influencer Marketing with Brian Fanzo
Content Jam 2016: Influencer Marketing with Brian FanzoContent Jam 2016: Influencer Marketing with Brian Fanzo
Content Jam 2016: Influencer Marketing with Brian Fanzo
 
People play, people talk? Organic Adoption and Word-of-Mouth on Mobile
People play, people talk? Organic Adoption and Word-of-Mouth on MobilePeople play, people talk? Organic Adoption and Word-of-Mouth on Mobile
People play, people talk? Organic Adoption and Word-of-Mouth on Mobile
 
Influencers are the new celebrities
Influencers are the new celebritiesInfluencers are the new celebrities
Influencers are the new celebrities
 
Integrated Marketing in the Digital Era
Integrated Marketing in the Digital EraIntegrated Marketing in the Digital Era
Integrated Marketing in the Digital Era
 
Marketing in the Digital Era
Marketing in the Digital EraMarketing in the Digital Era
Marketing in the Digital Era
 
Word of Mouth Marketing- Compelling Idea (Coca-Cola)
Word of Mouth Marketing- Compelling Idea (Coca-Cola)Word of Mouth Marketing- Compelling Idea (Coca-Cola)
Word of Mouth Marketing- Compelling Idea (Coca-Cola)
 
Il Web Marketing Ai Tempi Dei Social Media
Il Web Marketing Ai Tempi Dei Social MediaIl Web Marketing Ai Tempi Dei Social Media
Il Web Marketing Ai Tempi Dei Social Media
 
Social Influence Introduction
Social Influence IntroductionSocial Influence Introduction
Social Influence Introduction
 
Social Commerce (July 2011)
Social Commerce (July 2011)Social Commerce (July 2011)
Social Commerce (July 2011)
 
Dal native adv all'influencer marketing
Dal native adv all'influencer marketingDal native adv all'influencer marketing
Dal native adv all'influencer marketing
 
Bloggers, Vloggers & More: How Influencers Matter for Beauty and Fashion Brands
Bloggers, Vloggers & More: How Influencers Matter for Beauty and Fashion BrandsBloggers, Vloggers & More: How Influencers Matter for Beauty and Fashion Brands
Bloggers, Vloggers & More: How Influencers Matter for Beauty and Fashion Brands
 
Coca Cola Integrated Marketing Concept
Coca Cola Integrated Marketing ConceptCoca Cola Integrated Marketing Concept
Coca Cola Integrated Marketing Concept
 
20 influencer marketing quotes
20 influencer marketing quotes20 influencer marketing quotes
20 influencer marketing quotes
 
Social Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks
Social Media Influence 2010: Alexandra Wheeler, Digital Director, StarbucksSocial Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks
Social Media Influence 2010: Alexandra Wheeler, Digital Director, Starbucks
 
25 Powerful Influencer Marketing Quotes
25 Powerful Influencer Marketing Quotes 25 Powerful Influencer Marketing Quotes
25 Powerful Influencer Marketing Quotes
 
Word of Mouth (WOM)
Word of Mouth (WOM)Word of Mouth (WOM)
Word of Mouth (WOM)
 
Word-of-Mouth Marketing - Aung Chit Khin (MMktA)
Word-of-Mouth Marketing - Aung Chit Khin (MMktA)Word-of-Mouth Marketing - Aung Chit Khin (MMktA)
Word-of-Mouth Marketing - Aung Chit Khin (MMktA)
 

Similar to My vision of new marketing: WOM, Social media, Buzz, 2.0

Marketing: Life & The Like Economy
Marketing: Life & The Like Economy  Marketing: Life & The Like Economy
Marketing: Life & The Like Economy
Hubert Grealish
 
SID LEE | Conversational capital
SID LEE | Conversational capitalSID LEE | Conversational capital
SID LEE | Conversational capital
Sid Lee
 
SOCMED FOR SME by Yuswohadi
SOCMED FOR SME by YuswohadiSOCMED FOR SME by Yuswohadi
SOCMED FOR SME by Yuswohadi
Akademi Berbagi
 
Capitalizing on the Incredibly Shrinking Marcom Expense Line
Capitalizing on the Incredibly Shrinking Marcom Expense LineCapitalizing on the Incredibly Shrinking Marcom Expense Line
Capitalizing on the Incredibly Shrinking Marcom Expense Line
Moxie Insight
 
What Comes Before Digital Influence
What Comes Before Digital InfluenceWhat Comes Before Digital Influence
What Comes Before Digital Influence
Krishnan Subramanian
 

Similar to My vision of new marketing: WOM, Social media, Buzz, 2.0 (20)

Marketing Communications in a digital world
Marketing Communications in a digital worldMarketing Communications in a digital world
Marketing Communications in a digital world
 
Advertising in Psychology
Advertising in PsychologyAdvertising in Psychology
Advertising in Psychology
 
COMM 101 chapter #12 (advertising-project-greatest movie) LUTHER
COMM 101 chapter #12 (advertising-project-greatest movie) LUTHERCOMM 101 chapter #12 (advertising-project-greatest movie) LUTHER
COMM 101 chapter #12 (advertising-project-greatest movie) LUTHER
 
consumer driven innovation
consumer driven innovationconsumer driven innovation
consumer driven innovation
 
Is new advertising really new?
Is new advertising really new? Is new advertising really new?
Is new advertising really new?
 
MDW NY | Griffin Farley_Propagation Planning
MDW NY | Griffin Farley_Propagation PlanningMDW NY | Griffin Farley_Propagation Planning
MDW NY | Griffin Farley_Propagation Planning
 
Marketing: Life & The Like Economy
Marketing: Life & The Like Economy  Marketing: Life & The Like Economy
Marketing: Life & The Like Economy
 
Communication Strategy - Advertising prologue (1)
Communication Strategy - Advertising prologue (1)Communication Strategy - Advertising prologue (1)
Communication Strategy - Advertising prologue (1)
 
OgilvyOne World`s Greatest Sales Person Contest 2010
OgilvyOne World`s Greatest Sales Person Contest 2010OgilvyOne World`s Greatest Sales Person Contest 2010
OgilvyOne World`s Greatest Sales Person Contest 2010
 
SID LEE | Conversational capital
SID LEE | Conversational capitalSID LEE | Conversational capital
SID LEE | Conversational capital
 
Social media for sme
Social media for smeSocial media for sme
Social media for sme
 
WCC COMM 101 chapter #12 (advertising-GREATEST MOVIE (Luther)
WCC COMM 101 chapter #12 (advertising-GREATEST MOVIE (Luther)WCC COMM 101 chapter #12 (advertising-GREATEST MOVIE (Luther)
WCC COMM 101 chapter #12 (advertising-GREATEST MOVIE (Luther)
 
SOCMED FOR SME by Yuswohadi
SOCMED FOR SME by YuswohadiSOCMED FOR SME by Yuswohadi
SOCMED FOR SME by Yuswohadi
 
Get Advertising Smart - How Senses Shape Consumer Behaviour
Get Advertising Smart - How Senses Shape Consumer BehaviourGet Advertising Smart - How Senses Shape Consumer Behaviour
Get Advertising Smart - How Senses Shape Consumer Behaviour
 
12 Lessons from Content Marketing World 2013
12 Lessons from Content Marketing World 201312 Lessons from Content Marketing World 2013
12 Lessons from Content Marketing World 2013
 
Capitalizing on the Incredibly Shrinking Marcom Expense Line
Capitalizing on the Incredibly Shrinking Marcom Expense LineCapitalizing on the Incredibly Shrinking Marcom Expense Line
Capitalizing on the Incredibly Shrinking Marcom Expense Line
 
Web Intelligence For Small and Medium Enterprises
Web Intelligence For Small and Medium EnterprisesWeb Intelligence For Small and Medium Enterprises
Web Intelligence For Small and Medium Enterprises
 
What Comes Before Digital Influence
What Comes Before Digital InfluenceWhat Comes Before Digital Influence
What Comes Before Digital Influence
 
ROSI - Return on Social Investment
ROSI - Return on Social InvestmentROSI - Return on Social Investment
ROSI - Return on Social Investment
 
DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1
 

More from Juan Sanchez Bonet

Digital Wellness: Phones OFF, conversations ON 2019 - bagbybrand
Digital Wellness: Phones OFF, conversations ON 2019 -  bagbybrand Digital Wellness: Phones OFF, conversations ON 2019 -  bagbybrand
Digital Wellness: Phones OFF, conversations ON 2019 - bagbybrand
Juan Sanchez Bonet
 

More from Juan Sanchez Bonet (19)

Digital Wellness Report 2022 2023 by Bagby
Digital Wellness Report 2022 2023 by BagbyDigital Wellness Report 2022 2023 by Bagby
Digital Wellness Report 2022 2023 by Bagby
 
Digital Wellness: Phones OFF, conversations ON 2019 - bagbybrand
Digital Wellness: Phones OFF, conversations ON 2019 -  bagbybrand Digital Wellness: Phones OFF, conversations ON 2019 -  bagbybrand
Digital Wellness: Phones OFF, conversations ON 2019 - bagbybrand
 
Phone Addiction: The new drug that is killing an entire generation
Phone Addiction: The new drug that is killing an entire generationPhone Addiction: The new drug that is killing an entire generation
Phone Addiction: The new drug that is killing an entire generation
 
Social media adversiting ISDI 2017
Social media adversiting ISDI 2017Social media adversiting ISDI 2017
Social media adversiting ISDI 2017
 
Real time marketing
Real time marketingReal time marketing
Real time marketing
 
Introduction to WeChat
Introduction to WeChatIntroduction to WeChat
Introduction to WeChat
 
Social and digital media digital yearbook 2011 Adma
Social and digital media digital yearbook 2011 AdmaSocial and digital media digital yearbook 2011 Adma
Social and digital media digital yearbook 2011 Adma
 
Com score state of the internet southeast asia march 2011
Com score state of the internet southeast asia march 2011Com score state of the internet southeast asia march 2011
Com score state of the internet southeast asia march 2011
 
SOCIAL MEDIA Myth Busting
SOCIAL MEDIA Myth BustingSOCIAL MEDIA Myth Busting
SOCIAL MEDIA Myth Busting
 
Adma digital marketing yearbook 2010
Adma digital marketing yearbook 2010Adma digital marketing yearbook 2010
Adma digital marketing yearbook 2010
 
Social Influence Systems: Social Media Asia Pacific
Social Influence Systems: Social Media Asia PacificSocial Influence Systems: Social Media Asia Pacific
Social Influence Systems: Social Media Asia Pacific
 
Social media Strategy - Expansion plus
Social media Strategy - Expansion plusSocial media Strategy - Expansion plus
Social media Strategy - Expansion plus
 
Value Email suscriptor vs Twitter Follower vs Facebook Fan
Value Email suscriptor vs Twitter Follower vs Facebook FanValue Email suscriptor vs Twitter Follower vs Facebook Fan
Value Email suscriptor vs Twitter Follower vs Facebook Fan
 
Marketing Viral Uma
Marketing Viral UmaMarketing Viral Uma
Marketing Viral Uma
 
New trends marketing guerrilla, viral marketing, social media marketing - Uni...
New trends marketing guerrilla, viral marketing, social media marketing - Uni...New trends marketing guerrilla, viral marketing, social media marketing - Uni...
New trends marketing guerrilla, viral marketing, social media marketing - Uni...
 
Social media marketing VS buzz y viral marketing
Social media marketing VS buzz y viral marketingSocial media marketing VS buzz y viral marketing
Social media marketing VS buzz y viral marketing
 
Viral and buzz Marketing : Como convertir tu marketing en un virus contagioso
Viral and buzz Marketing : Como convertir tu marketing en un virus contagiosoViral and buzz Marketing : Como convertir tu marketing en un virus contagioso
Viral and buzz Marketing : Como convertir tu marketing en un virus contagioso
 
Social media marketing MasterClass ICEMD juanmarketing
Social media marketing MasterClass ICEMD  juanmarketingSocial media marketing MasterClass ICEMD  juanmarketing
Social media marketing MasterClass ICEMD juanmarketing
 
Presentacion Sevensens Wom marketing
Presentacion Sevensens Wom marketingPresentacion Sevensens Wom marketing
Presentacion Sevensens Wom marketing
 

Recently uploaded

Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Dubai Multi Commodity Centre
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
Khaled Al Awadi
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
srcw2322l101
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
seri bangash
 

Recently uploaded (20)

8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
 
LinkedIn Masterclass Techweek 2024 v4.1.pptx
LinkedIn Masterclass Techweek 2024 v4.1.pptxLinkedIn Masterclass Techweek 2024 v4.1.pptx
LinkedIn Masterclass Techweek 2024 v4.1.pptx
 
Event Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybridEvent Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybrid
 
Sedex Members Ethical Trade Audit (SMETA) Measurement Criteria
Sedex Members Ethical Trade Audit (SMETA) Measurement CriteriaSedex Members Ethical Trade Audit (SMETA) Measurement Criteria
Sedex Members Ethical Trade Audit (SMETA) Measurement Criteria
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
 
Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & Transformations
 
MichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfMichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdf
 
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxBlinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
 
Potato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfPotato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdf
 
Stages of Startup Funding - An Explainer
Stages of Startup Funding - An ExplainerStages of Startup Funding - An Explainer
Stages of Startup Funding - An Explainer
 
Aptar Closures segment - Corporate Overview-India.pdf
Aptar Closures segment - Corporate Overview-India.pdfAptar Closures segment - Corporate Overview-India.pdf
Aptar Closures segment - Corporate Overview-India.pdf
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdf
 
Elevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesElevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO Services
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team Presentations
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfDaftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings release
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
 
Chapter 2ppt Entrepreneurship freshman course.pptx
Chapter 2ppt Entrepreneurship freshman course.pptxChapter 2ppt Entrepreneurship freshman course.pptx
Chapter 2ppt Entrepreneurship freshman course.pptx
 

My vision of new marketing: WOM, Social media, Buzz, 2.0

  • 1. ENGAGEMENT SOCIAL MEDIA COMMUNITY BUZZ KPIs INFLUENTIALS LONG TAIL MANAGEMENT about New “My Vision WORD OF MOUTH CONNECT Marketing” RECOMMENDATION INTERAC BRAND TIPPING POINT TION ADVOCACY TWITTER Juan Sánchez Bonet
 Creative Inspiration Strategist WEB 2.0 PUBLICITY GOING VIRAL FACEBOOK GEOLOCALIZATION BRAND LOVE
  • 2. 1 “OLD ADVERTISING DID NOT LISTEN TO CONSUMERS”
  • 3. 1- Old advertising did not listen to costumers Why did you work on mak¡ng your back more beautiful? Old advertising is challenged because it gives its back to consumers, when it should communicate through word of mouth. Juan Sánchez Bonet – Creative Inspiration Strategist
  • 5. 2- Mass marketing goes directly to the trash Mass advertising is a total waste Have you seen my new mailbox? Your advertisment goes here! Juan Sánchez Bonet – Creative Inspiration Strategist
  • 6. 3 “WOM, IS THE NEW GLOBAL PARADIGM OF MARKETING”
  • 7. 3- WOM, the global paradigm Every new marketing branch is part of the Word of Mouth marketing paradigm Fuente: http://www.theinfluencers.ca/why_wom.php Juan Sánchez Bonet – Creative Inspiration Strategist
  • 8. 4 “PRODUCT IS THE MAIN COMMUNICATOR”
  • 9. 4- Product is the main communicator Create a product worth talking about « Create products worth talking about », Seth Godin. Juan Sánchez Bonet – Creative Inspiration Strategist
  • 10. 5 “IT IS NOT ABOUT NOTORIETY, BUT RECOMMENDATIONS”
  • 11. 5- It is not only about notoriety, but recommendations Getting notoriety is important, but still not enough Recommendations are the most trustworthy information source for consumer decision making. People watch spot TV (notoriety), but they ask friends, read blogs and forums (OL) to make their final purchase decision. - Notoriety grows faster than adoption. Moreover, adoption slows down because of excessive choice (death by excessive choice)
 - WOM informs and reassures prospects, reducing the time to make a purchase decision.
 - The goal: Transforming « early adopters » into «transmitters» to accelerate adoption by the « majority ». Juan Sánchez Bonet – Creative Inspiration Strategist
  • 12. 6 “DO NOT FOCUS ON MASS AUDIENCE, FOCUS ON OPINION LEADERS”
  • 13. 6- Donʼt focus on mass audience, focus on opinion leaders The Tipping Point by Malcolm Gladwell TIPPING POINT Fuente: baekdal.com Tipping Point is the name given to that moment in an epidemic when a virus reaches critical mass. It's the boiling point. It's the moment on the graph when the line starts to shoot straight upwards. Juan Sánchez Bonet – Creative Inspiration Strategist
  • 14. 7 “THE SOLUTION IS A PULL STRATEGY”
  • 15. 7- The solution is a Pull Strategy One of them doesnʼt work anymore. Do you know which one ? Fuente: New Marketing – Intersection Consulting Juan Sánchez Bonet – Creative Inspiration Strategist
  • 16. 8 “YOU CAN NOT UNDERSTAND WEB 2.0 WITHOUT LONGTAIL”
  • 17. 8- You can not understand web 2.0 without Longtail Firts of all, try to understand the longtail approach. Juan Sánchez Bonet – Creative Inspiration Strategist
  • 18. 9 “DO NOT FORGET THE POWER OF CONTEXT”
  • 19. 9- Do not forget he power of Context THE TIPPING POINT: The three rules of epidemics "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur.” THE POWER OF CONTEXT The Stickiness Factor Just ask yourself, 
 “WHATʼS The Law of the Few BUZZING RIGHT NOW?” Juan Sánchez Bonet – Creative Inspiration Strategist
  • 20. 10 “NEW ADVERTISING =
 PUBLICITY”
  • 21. 10- New Advertising = Publicity Traditional advertising is challenged…Please don’t disturb… “Nowadays, Communication should deal with PUBLICITY rather than ADVERTISING” Advertising should take part of the Buzz = VPEi
 content like publicity (Equivalent Advertising Value on Internet) does. Juan Sánchez Bonet – Creative Inspiration Strategist
  • 23. 11- Geolocalization Internet is not only global, it is also local I want « my » product but also in« my » location Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
  • 24. 12 “DO NOT FORGET TO REWARD CONSUMER INTERACTION”
  • 25. 12- Do not forget to reward consumer interaction ArtoftheTrench by Burberry is a good example Let your consumers interact with your content Interactions (buzz) Effort, time, etc. But donʼt forget to reward them Discounts Recognition 
 Special offers Loyalty points “The customer of the month” Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
  • 26. 13 “ENGAGEMENT IS THE NEW JOB OF MARKETERS”
  • 27. 13- Engagement is the new job of marketers Sorry old marketer, but let’s talk about engagement… Par$cipa$on
 Ac$ve
Role
 Connec$on
 Building
together
 Engagement
is
the
new
marketer’s
job
 Source: The Audience is always right, mad-blog Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
  • 28. 14 “KPIs ARE THE WEDDING RING BETWEEN GOALS AND RESULTS”
  • 29. 5- KPIs are the wedding ring between goals and results Results can not exist without KPI’s Goals Results Extra
Buzz
 Nº
Followers
 Nº
Fans
 Nº
Ar$cles
 Rate
 Today, creativity also has to be present on KPIs definition. Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
  • 30. 15 “THESE 14 PRINCIPLES REDUCED TO 1…”
  • 31. “THE BASIS OF MARKETING HASN’T CHANGED. ONLY THE POSSIBILITIES TO CONNECT AND ENGAGE WITH YOUR TARGET HAVE. . IF CONSUMERS REALLY, DON NOT HAVE CHANGED, WORRY ABOUT MARKETING (THE DIFFERENT MARKETING CONSUMER SURNAMES… I ONLY SCIENCE) MUST KNOW TWO, THE GOOD ALSO CHANGE. AND THE BAD”.
  • 32. Thanks for your attention. COME ON!, DO YOU DARE TO SHARE YOUR VISION? Juan Sánchez Bonet
 Creative Inspiration Strategist http://juanmarketing.com/
 conversemos@juanmarketing.com