The document discusses how marketers can create buzz and passion to influence people's behavior. It highlights research on emotional contagion and how expressed emotions can influence others. Examples are given of successful marketing campaigns like the resurgence of Hush Puppies shoes and Nike's integration of running tracking with iPods. The talk argues that marketers should focus on movements powered by passionate communities rather than overwhelming advertising to create real change.

1. 5 TH MARKETING FORUM, NICOSIA, CYPRUS, DECEMBER 2008 Leda Karabela, IT Pro Marketing Lead MICROSOFT MIDDLE EAST & AFRICA HQ Email: ledak@microsoft.com

2. PITCHING WITH OOMPH: BE DIFFERENT, BE YOU! Buzz marketing - it’s just something more than a term. Passion - all relationships need it. What can marketers do to create the buzz, attraction, allure and emotional and mental space to get people to act on their sentiments?

3. PASSION!!!! http://www.youtube.com/watch?v=esrNyIg_SMI

4. EMOTIONAL CONTAGION, HATFIELD, CACIOPPO, & RAPSON, 1994 Expressed emotions and how they can influence Emotional contagion : the tendency to express and feel emotions that are similar to and influenced by those of others. One view of the underlying mechanism is that it represents a tendency to automatically mimic and synchronize facial expressions, vocalizations, postures, and movements with those of another person and, consequently, to converge emotionally.

5. THE CASE OF HUSH PUPPIES: SOHO & EAST VILLAGE KIDS

6. THE BASSET HOUND

7. 1994-1995: THE TIPPING POINT FOR HUSH PUPPIES

8. THE NIKE + CASE 800,000 runners signed up to run a 10K race in 25 cities globally (Chicago - S. Paolo)

9. NIKE+ IPOD Nike + 25 city 10K run iPod making the connection As of August 2008 Nike+ iPod Gym users can record their workouts on Gym equipment including Life Fitness Treadmills, Cross-Trainers and Upright and Recumbent bikes. Users don't need a Sports Kit for this, they simply plug their iPod Nano into the iPod connector on the cardio equipment in their gym. Nike+ lets a user track this data as cardio miles on the web site. As of Sept. 2008, Apple has integrated the 2nd generation iPod Touch with built-in Nike+ capabilities, eliminating the need for an external receiver to be connected .

10. SOCCER & FANS A CASE FOR THE FUTURE FIFA 2010

11. HOW TO CONNECT & EXCITE THE FANS Opportunities for novel engagement

12. LINKAGES Mobile downloads

13. LINKAGES GPS functionality

14. PC & MOBILE Don’t miss a thing. Stay connected!

15. SO, IS THE CORPORATE WORLD CHANGING?

16. ENTERPRISE FOR THE FUTURE The IBM Global CEO study: Defining the traits for success

17. IBM.COM/ENTERPRISEOFTHEFUTURE Integration “ In the future, we will be talking more and more about the ‘ prosumer’ — a consumer/producer who is even more extensively integrated into the value chain. As a consequence, production processes will be customized more precisely and individually.” Hartmut Jenner, CEO, Alfred Kärcher GmbH ibm.com/enterpriseofthefuture I n a recent survey of 1,000 retail consumers, 53 percent said they used the Internet to compare product features and prices; 25 percent did so from a mobile device while in a store. And one in ten sent text messages to friends and family during shopping trips to get input or share information on products. “ 2007 Was the Year of the ‘Omni Consumer’ According to IBM Analysis.” IBM press release. December 17, 2007.

18. SO... HOW COULD YOU INFLUENCE THOSE YOU WANT TO TOUCH?

19. HOW OLD DO YOU THINK THIS YANKELOVICH POLL IS? NYT: 54% of people avoid buying products that have overwhelmed them with advertising .

20. THE TIPPING POINT, MALCOLM GLADWELL, 2001 The Few That Lead You To The Many In making his case for “The Law Of The Few,” Malcolm Gladwell in his revolutionary book “Tipping Point” reveals the surprisingly large role a small cadre of influencers he calls Connectors, Mavens, and Salespeople play in influencing others. Connectors are defined as “people who know lots of people, people with a special gift of bringing the world together; “ Mavens are “information specialists, people we rely upon to connect us with new information;” Salespeople are “people with the skills to persuade us when we are unconvinced of what we are hearing.”

21. PASSIONATE MOVEMENTS In closing... Marketing guru Seth Godin , says it best in his 2007 “meatball sundae”. “ Ideas that spread through groups of people are far more powerful than ideas delivered at an individual. Social change, education, new-product launches, religious movements…it doesn’t matter, the story is the same. Movements are at the heart of change and growth. A movement — an idea that spreads with passion through a community and leads to change — is far more powerful than any advertisements ever could be.”

22. THANK YOU! QUESTIONS? COMMENTS? ARGUMENTS? EMAIL ME AT LEDAK@MICROSOFT.COM