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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

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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