Digital Transformation is changing marketing, creating a new breed of digital marketers, part machine and part human, isn’t it? Or it isn’t? The slide deck of my keynote presentation during the 5th e-Business & Social Media World Conference (Wednesday, June 29th, 2016, Athens, Greece).
This document discusses the evolution of marketing from Marketing 1.0 to Marketing 3.0. Marketing 1.0 focused on the four Ps (product, price, place, promotion) and was product-centric. Marketing 2.0 became more customer-oriented and focused on segmentation, positioning, and one-to-one relationships. Marketing 3.0 aims to make the world a better place by focusing on values, missions that move people, and influencing customer culture through collaboration. It involves marketing the mission to customers, values to employees, and vision to shareholders to achieve benefits like attracting talent, back-office productivity, and higher revenue from new markets. The document provides steps for modern marketing like being remarkable, smart segmentation, story
(Graham Brown mobileYouth) PART 2: 50 Youth Marketing Trends for 2009Graham Brown
Part 2 of series on Insights, trends and quotes by author and co-founder of mobileYouth - a global research project that aims to first understand youth and only then how technology fits into their lifestyle.
FREE YOUTH TRENDS REPORTS
http://www.youthtrendsreport.com
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
Digital Transformation is changing marketing, creating a new breed of digital marketers, part machine and part human, isn’t it? Or it isn’t? The slide deck of my keynote presentation during the 5th e-Business & Social Media World Conference (Wednesday, June 29th, 2016, Athens, Greece).
This document discusses the evolution of marketing from Marketing 1.0 to Marketing 3.0. Marketing 1.0 focused on the four Ps (product, price, place, promotion) and was product-centric. Marketing 2.0 became more customer-oriented and focused on segmentation, positioning, and one-to-one relationships. Marketing 3.0 aims to make the world a better place by focusing on values, missions that move people, and influencing customer culture through collaboration. It involves marketing the mission to customers, values to employees, and vision to shareholders to achieve benefits like attracting talent, back-office productivity, and higher revenue from new markets. The document provides steps for modern marketing like being remarkable, smart segmentation, story
(Graham Brown mobileYouth) PART 2: 50 Youth Marketing Trends for 2009Graham Brown
Part 2 of series on Insights, trends and quotes by author and co-founder of mobileYouth - a global research project that aims to first understand youth and only then how technology fits into their lifestyle.
FREE YOUTH TRENDS REPORTS
http://www.youthtrendsreport.com
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
The document discusses digital strategy at the intersection of cultural strategy and digital disruption. Cultural strategy involves defining campaigns around cultural expressions that represent larger ideologies, while digital disruption occurs when technology innovates markets by transforming value networks. The document argues that considering both cultural strategy and digital disruption provides a richer framework for discussing brand strategy and planning in digital spaces. It provides examples like Soylent and Airbnb to illustrate this intersection.
Killer Content Marketing for Boring BrandsAran Jackson
This document provides 10 tips for creating compelling content for brands selling practical or "boring" products. It discusses focusing content on consumers rather than products, using humor, storytelling, visuals and being a "people brand". The tips are from a marketing agency that helps brands enhance visibility through custom content campaigns.
This document provides an overview and introduction to digital strategy from Bud Caddell, SVP and Director of Digital Strategy at Deutsch LA. It defines key terms like digital strategy, digital strategist, and core concepts. It explores what a digital strategy and strategist are, essential concepts like insights, cultural tensions and category conventions, and what deliverables a digital strategist produces. The document is intended to educate young practitioners entering the field of digital strategy.
Planning Your Digital Strategy Around The Customer JourneyNeil Henry
A short presentation on the importance of having a unified digital marketing strategy AND why focusing on your customers journey is the key to making it successful.
How to make your customers fall in love with you.Liquid Agency
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Defining and Implementing Strategic Planning and Thinking for Marketers, Agencies, and Business Owners
What: See if this scenario sounds familiar: A fresh new marketing plan has been crafted by a crack team of digital specialists, all set to maximize your growth and ROI for the coming year, except, the lift isn’t there. Campaign reports look strong, but the bottom line isn’t moving. If this sounds at all familiar, your digital strategy may be broken, or just plain missing.
In a rapidly evolving digital marketing landscape, the work we do to achieve our marketing goals needs to be better defined and understood among all of our stakeholders, vendors, and partners and the business goals that define our success, or failure.
Join us for the upcoming webinar where Anvil’s Stephen Hammill explores the role of digital strategy in defining goals and marketing tactics matched to the right technologies. Stephen will also be addressing the common misconception that digital strategy and marketing strategy are the same — this is not just incorrect, but works against what a holistic digital strategy is all about!
Who: A New York City native, Stephen moved to Portland in 2012 to work in data marketing and teamed with some fantastic agencies and brands, including Nike, Taco Bell, and Yamaha in the quest to better utilize data science to tell stories, from merging data, to cleaning to platforms, and most importantly to strategizing insights into actionable strategic business growth.
He’s a recovering rock n roll musician, and active karaoke addict. A big fan of the Timbers and Thorns, he loves to play soccer around town with friends of all skill levels, and drive his scooter when the weather allows. He now lives in Lake Oswego with his wife Monnie, in a mixed household (three cats and a pug).
Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.
This is without a doubt, the worst presentation I have ever seen. An agency (name hidden to protect privacy) walked in and presented this gem to us over 45 minutes that I will never ever be able to recover.
What started out as a BTL activity pitch for a daily deals site (Groupon India), morphed into the world's worst crash course in marketing.
There is a something bizarre on each and every slide. Enjoy.
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
Branding in the Digital World by Stephen McGill provides 3 key points:
1) Digital marketing has changed how brands are discovered, experienced, and perceived, but has not changed what a brand is - a collection of perceptions in customers' minds.
2) Digital branding is one channel to connect with customers and an important touchpoint, but strategy should drive technology, not vice versa. Brands must be where audiences are and constantly engage and evolve.
3) When developing a brand digitally, consider objectives, promise, positioning, experiences, and personality - but ensure the digital presence reinforces the overall brand strategy.
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
Creeds of Love curates and activates socially responsible brands by providing an online marketplace to showcase and sell fashion, beauty, art and home decor items. While also providing them with business and creative tools to help build on and off the Creeds of Love platform.
Borders bookstores aims to differentiate itself from competitors like Barnes & Noble and Amazon by focusing on deep connections with local communities and diverse, locally-relevant selections. Its vision is to be a "headquarters of knowledge and entertainment" for every community it serves. Its purpose is to "create richer, more satisfying lives through knowledge and entertainment." It will focus on building local interest sections, store performances, and community sponsorships to truly understand and serve local tastes.
This document provides 10 ways for brands to innovate or risk failure. It discusses how brands must evolve to stay relevant as customer needs change. It provides examples of brands like Blockbuster that failed to innovate and were disrupted. The document emphasizes the need for brands to focus on execution, develop new revenue streams, and behave like startups to survive the modern economy.
Yannis P. Triantafyllou is an experienced marketer, entrepreneur, and founder of To ATOMO marketing agencies in Athens, Greece and Sofia, Bulgaria. The document discusses how digital marketing and online communities are becoming increasingly important. It emphasizes building communities, listening to customers, and focusing on customer experience through social media and mobile technologies. Marketing now requires community management skills and facilitating human-to-human connections through stories and shared values.
Socialab is a digital-first advertising agency that delivers results, offering high quality advertising solutions, based on 360° communication.
Our mission is to lead the brands to success, with the right strategy and creative ideas.
Our 40 member team is a blend of motivated, inspirational young brains and we have already built an impressive portfolio of Greek and foreign brands.
The Human Experience - Trends in Digital Transformation for Hospitality IndustryYannis P. Triantafyllou
My Presentation during 2nd FBMA Greece Conference 2017 (24.10.2017), held in Athens Greece in parallel with the 1st International Symposium of FBMA Greece & IFBA (International Food & Beverage Association).
The document discusses digital strategy at the intersection of cultural strategy and digital disruption. Cultural strategy involves defining campaigns around cultural expressions that represent larger ideologies, while digital disruption occurs when technology innovates markets by transforming value networks. The document argues that considering both cultural strategy and digital disruption provides a richer framework for discussing brand strategy and planning in digital spaces. It provides examples like Soylent and Airbnb to illustrate this intersection.
Killer Content Marketing for Boring BrandsAran Jackson
This document provides 10 tips for creating compelling content for brands selling practical or "boring" products. It discusses focusing content on consumers rather than products, using humor, storytelling, visuals and being a "people brand". The tips are from a marketing agency that helps brands enhance visibility through custom content campaigns.
This document provides an overview and introduction to digital strategy from Bud Caddell, SVP and Director of Digital Strategy at Deutsch LA. It defines key terms like digital strategy, digital strategist, and core concepts. It explores what a digital strategy and strategist are, essential concepts like insights, cultural tensions and category conventions, and what deliverables a digital strategist produces. The document is intended to educate young practitioners entering the field of digital strategy.
Planning Your Digital Strategy Around The Customer JourneyNeil Henry
A short presentation on the importance of having a unified digital marketing strategy AND why focusing on your customers journey is the key to making it successful.
How to make your customers fall in love with you.Liquid Agency
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Defining and Implementing Strategic Planning and Thinking for Marketers, Agencies, and Business Owners
What: See if this scenario sounds familiar: A fresh new marketing plan has been crafted by a crack team of digital specialists, all set to maximize your growth and ROI for the coming year, except, the lift isn’t there. Campaign reports look strong, but the bottom line isn’t moving. If this sounds at all familiar, your digital strategy may be broken, or just plain missing.
In a rapidly evolving digital marketing landscape, the work we do to achieve our marketing goals needs to be better defined and understood among all of our stakeholders, vendors, and partners and the business goals that define our success, or failure.
Join us for the upcoming webinar where Anvil’s Stephen Hammill explores the role of digital strategy in defining goals and marketing tactics matched to the right technologies. Stephen will also be addressing the common misconception that digital strategy and marketing strategy are the same — this is not just incorrect, but works against what a holistic digital strategy is all about!
Who: A New York City native, Stephen moved to Portland in 2012 to work in data marketing and teamed with some fantastic agencies and brands, including Nike, Taco Bell, and Yamaha in the quest to better utilize data science to tell stories, from merging data, to cleaning to platforms, and most importantly to strategizing insights into actionable strategic business growth.
He’s a recovering rock n roll musician, and active karaoke addict. A big fan of the Timbers and Thorns, he loves to play soccer around town with friends of all skill levels, and drive his scooter when the weather allows. He now lives in Lake Oswego with his wife Monnie, in a mixed household (three cats and a pug).
Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.
This is without a doubt, the worst presentation I have ever seen. An agency (name hidden to protect privacy) walked in and presented this gem to us over 45 minutes that I will never ever be able to recover.
What started out as a BTL activity pitch for a daily deals site (Groupon India), morphed into the world's worst crash course in marketing.
There is a something bizarre on each and every slide. Enjoy.
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
Branding in the Digital World by Stephen McGill provides 3 key points:
1) Digital marketing has changed how brands are discovered, experienced, and perceived, but has not changed what a brand is - a collection of perceptions in customers' minds.
2) Digital branding is one channel to connect with customers and an important touchpoint, but strategy should drive technology, not vice versa. Brands must be where audiences are and constantly engage and evolve.
3) When developing a brand digitally, consider objectives, promise, positioning, experiences, and personality - but ensure the digital presence reinforces the overall brand strategy.
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
Creeds of Love curates and activates socially responsible brands by providing an online marketplace to showcase and sell fashion, beauty, art and home decor items. While also providing them with business and creative tools to help build on and off the Creeds of Love platform.
Borders bookstores aims to differentiate itself from competitors like Barnes & Noble and Amazon by focusing on deep connections with local communities and diverse, locally-relevant selections. Its vision is to be a "headquarters of knowledge and entertainment" for every community it serves. Its purpose is to "create richer, more satisfying lives through knowledge and entertainment." It will focus on building local interest sections, store performances, and community sponsorships to truly understand and serve local tastes.
This document provides 10 ways for brands to innovate or risk failure. It discusses how brands must evolve to stay relevant as customer needs change. It provides examples of brands like Blockbuster that failed to innovate and were disrupted. The document emphasizes the need for brands to focus on execution, develop new revenue streams, and behave like startups to survive the modern economy.
Yannis P. Triantafyllou is an experienced marketer, entrepreneur, and founder of To ATOMO marketing agencies in Athens, Greece and Sofia, Bulgaria. The document discusses how digital marketing and online communities are becoming increasingly important. It emphasizes building communities, listening to customers, and focusing on customer experience through social media and mobile technologies. Marketing now requires community management skills and facilitating human-to-human connections through stories and shared values.
Socialab is a digital-first advertising agency that delivers results, offering high quality advertising solutions, based on 360° communication.
Our mission is to lead the brands to success, with the right strategy and creative ideas.
Our 40 member team is a blend of motivated, inspirational young brains and we have already built an impressive portfolio of Greek and foreign brands.
The Human Experience - Trends in Digital Transformation for Hospitality IndustryYannis P. Triantafyllou
My Presentation during 2nd FBMA Greece Conference 2017 (24.10.2017), held in Athens Greece in parallel with the 1st International Symposium of FBMA Greece & IFBA (International Food & Beverage Association).
The document discusses trends for marketing and communities in 2017 and beyond. It notes that technology is disrupting traditional industries, most Fortune 500 companies from 2000 are now gone due to rapid change, and the industrial age is ending as handmade goods are produced on a large scale. Key trends include growth in data, sensors, the Internet of Things, mobile apps and usage, digital transformation focusing on customer experience, and manufacturing trends like increased automation and services margins.
My presentation on Communities & Commitment, the Human Factor in Industry 4.0, given on 24.04.2018 at the 3rd Faciliities Management Day 2018 in Athens, Greece. Proud to have been invited by Palladian conferences and Hellenic Facility Management Association as a speaker, among a number of outstanding Greek and International speakers.
This document provides an introduction to Evolution Bureau (EVB), an agency that specializes in digital, social, and mobile marketing. EVB was founded in 1999 with a vision of blending advertising, entertainment, and technology. The agency advocates for the power of digital and social media to connect brands with consumers. EVB believes the future of brands lies in digital and social networks, where marketing should allow people to participate with brands. The agency aims to give influencers content to spread ideas and campaigns across various online platforms.
The world changed. We now live in a hyper-connected world where traditional marketing and traditional branding strategies are not as effective as they used to be. We have to move to a new era where we build brands that actually start making a difference to people, communities and societies.
In a world where digital personalization meets customer-centricity, how do we reshape our marketing and branding strategies to resonate with modern consumers? This keynote will explore the crucial shift from traditional product marketing to crafting holistic omnichannel experiences. We'll discuss the evolution from transactions to connections, highlighting the key transformations required in today's business landscape. Attendees will access the conceptual frameworks and methodologies to transcend products. The presentation will focus on designing and managing the complex set of “moments” that define modern brands, offering new perspectives on how to enhance brand connection with people. Through a rigorous understanding of how to overlay brand philosophy over customer experience, this keynote is conceived as an opportunity to challenge conventional thinking and inspire innovation in the way marketers approach consumers.
Future of Retail and Consumer by Matt Holt, OgilvyOneOgilvy Consulting
The document discusses how consumer expectations for retail experiences have increased in two major areas: the customer experience and continuous commerce. Consumers now expect seamless experiences between digital and physical retail touchpoints. They also expect easy access to commerce across browsing and buying journeys, including on social media platforms. The document argues that brands must leverage digital tools to provide frictionless customer experiences that meet consumers' heightened expectations for ease, simplicity, and the blurring of lines between offline and online retail.
Execus presentation to investors - english - 10102018Jordi Gili
This document provides an overview of Execus Group, an international consulting firm focused on digital transformation. It discusses how technology has changed customer behavior and the need for companies to adapt. Execus aims to become the European leader in digital transformation training, consulting, and solution development. It offers social selling training and consulting services, helps companies design social media and sales strategies, and manages social media presences. The benefits of social selling discussed include increased sales opportunities, proposals, and targets through aligning marketing and sales teams with the right digital skills and methodology.
A planners approach to digital. Or a digital approach to planning.Jessica Brookes
1) The document outlines a 6 step process for digital planning: 1) Digging for insights on business, culture, community, category and brand; 2) Understanding community needs and behavior; 3) Developing content and activities; 4) Simplifying objectives; 5) Executing strategies; and 6) Tracking results and improving.
2) It emphasizes understanding how brands connect with consumers in a digital world by analyzing data, behaviors, and touchpoints.
3) The goal is to emotionally engage communities and achieve business objectives through consistent messaging and an excellent user experience across all digital channels.
User generated content, social commerce experiments, and video content like live streaming will be important social media tactics for 2021 according to experts. Brands should facilitate and promote user created content to build trust and drive purchases. They can also experiment with social shopping features on platforms like Facebook and Instagram to boost conversions. Using formats like live video and short-form video keeps audiences engaged. Nostalgia marketing by reviving memories from the past can also create loyal followings.
Marketing je jednou z oblastí, která se mění každým dnem. Objevují se stále nové postupy a nástroje, které jsou stále sofistikovanější a umožňují skutečně přesně zacílit tam, kam potřebujeme. Problémem ale je, že mnoho firem těchto možností stále ještě nevyužívá. A mnohdy o nich možná ani neví. Nejen pro ně, ale i pro všechny ostatní, které zajímají novinky z oblasti B2B marketingu, připravila společnost Top Vision další ročník konference Marketing Challenge Forum.
My keynote presentation during "Social Media Days in Athens" community event (October 22nd, 2014), organised with the support EUROPE DIRECT CITY OF ATHENS
Eighth seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx. This class was taught by Paola Peretti: se.linkedin.com/in/paolaperetti.
The document discusses marketing concepts and trends. It introduces the 4 P's of marketing - product, price, place, and promotion. It then outlines several concepts in marketing and analyzes recent trends, including increased focus on customer experience, more effective measurement of marketing outcomes, greater use of video and social media, personalized marketing, and emerging technologies like chatbots and artificial intelligence. The conclusion emphasizes the challenges of influencing customers through creative marketing research and campaigns.
Short Company Profile of To ATOMO Ltd, your International Marketing & Business Advisors, firm founded and led by Yannis P. Triantafyllou. For more, visit our website www.toatomo.com
[Update: February 2020]
Ομιλία μου στην ημερίδα «Επαγγελματικές προοπτικές μετά το ΒΣΑΣ» που διοργάνωσε το τμήμα Βαλκανικών, Σλαβικών και Ανατολικών Σπουδών του Πανεπιστημίου Μακεδονίας στις 23 Μαϊου 2017.
My keynote speech at Social Media Day 3 Meeting, organised in Athens, Greece at 30.03.2016 with an audience of 120+ digital marketing executives & entrepreneurs.
Παρουσίαση μου στο Πανόραμα Επιχειρηματικότητας και Σταδιοδρομίας 2015 που διοργάνωσε (20-22.3.2015) ο καθηγητής ΟΠΑ κ. Ιορδάνης Λαδόπουλος και οι συνεργάτες του.
Η παρουσίαση δόθηκε στις 20.03.2015, στα πλαίσια του εναρκτήριου πάνελ του Πανοράματος και παρουσιάζει θεματικά τις επιρροές που έχει δεχθεί το σύγχρονο marketing από την χρήση ψηφιακών τεχνολογιών και τα social media.
Γιάννης Π. Τριανταφύλλου
ΤΟ ΑΤΟΜΟ
www.facebook.com/toatomoconsulting
www.toatomo.info
A basic introductory workshop on the principles of social marketing and how small and medium size businesses can profit of them. First presentation during "Company 3.0" session at 16th InfoCom World Conference (21.10.2014, Athens, Greece). Complete series comprises of more specialised workshops on marketing, social media and online communities, launched from October 2014 onwards. More info at www.toatomo.info and www.facebook.com/toatomoconsulting
Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your busin...Yannis P. Triantafyllou
My presentation for a free one-hour workshop held during the 3rd Social Media World Conference (26 July 2014, Athens, Greece).
This presentation is part of the complete 3-hour workshop under same title, with target audience entrepreneurs and SMB owners who want to run their basic social media marketing by themselves.
Οnline κοινότητες, η καρδιά της επιχειρηματικής (και της social!) στρατηγικής μας.
(Άρθρο μου στο περιοδικό All Pack Hellas, τεύχος 61, Μάρτιος-Απρίλιος 2014)
Πραγματικό marketing σημαίνει «κουβέντα» και «επαγγελματικές κοινότητες»...
(Άρθρο μου στο περιοδικό All Pack Hellas, τεύχος 60, Ιανουάριος-Φεβρουάριος 2014)
«Building Online Communities - Ο δικηγόρος σε διαρκή online επικοινωνία με τους πολίτες». Τα slides της παρουσίασης μου στο 5ο Πανελλήνιο Συνέδριο e-Θέμις «Innovation Law - Δίκαιο & Καινοτομία» (Αράχωβα, 7/8 Φεβρουαρίου 2014)
Παρουσίαση μου σε εκδήλωση με θέμα « Social Media & Marketing, εφαρμογή στις μικρομεσαίες επιχειρήσεις », που διοργανώθηκε στις 30.05.2013 στην αίθουσα του Επιμελητηρίου Λάρισας από την ΕΕΔΕΚΕ (Ένωση Εταιριών Διαφήμισης & Επικοινωνίας Κεντρικής Ελλάδας) και τον ΕΣΛ (Εμπορικός Σύλλογος Λάρισας).
Εισήγηση μου στο 4ο Πανελλήνιο Συνέδριο e-Θέμις και Παν/μίου Μακεδονίας για το Δίκαιο της Πληροφορικής (LegalTech & DataProtection) στις 24 Μαρτίου 2013.
Η παρουσίαση μου στο συνέδριο Web World Conference που έγινε στις 9 Μαρτίου 2013 στο Ζάππειο στα πλαίσια της έκθεσης Web World Expo. Θέμα της παρουσίασης το πως το εξαγωγικό marketing ωφελείται από την πρόοδο των ψηφιακών μέσων επικοινωνίας.
Η παρουσίαση μου στο 1ο Συνέδριο Social Media World & e-Business World 2012 (Αθήνα, 26.06.2012) - My presentation (in greek) titled «Profession: Community Manager» for the 1st Social Media World & e-Business World 2012 Conference (Athens. Greece, 26.06.2012)
The document discusses TOATOMO Consulting Services, a marketing and business development firm. Yannis P. Triantafyllou established TOATOMO in 2008 after over 20 years of experience in marketing and sales roles in the graphic industry sector. TOATOMO provides consulting services to help clients with public relations, marketing, business development, and sales in Greece and Southeastern Europe.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Mastering Email Campaign Automation Strategies and Best Practices - Michelle...
Rethinking marketing...
1. Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Rethinking marketing...
Yannis P. Triantafyllou, CEO @ ToATOMO
ytriantafyllou@toatomo.info
2. 2
Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
A passionate storyteller, change provocateur & futurist.
He has 20+ years in marketing & senior management of
technology & industrial companies in Greece and Europe.
With his teams he managed modernization of 100+ SMEs in
various countries, with investments of 50+ millions euro.
He heads ToATOMO (www.toatomo.com), the marketing &
international business advisory firm he founded to serve firms in
industries like ICT, HighTech, F&B & hospitality and other. He is
also Strategic Advisor @FBMAGreece and non-executive Advisor
& Director in various technology European firms.
«What make our job special? We love that we innovate and give
solutions that help people change their lives.» (@ΤοΑΤΟΜΟ)
Who is Yannis P. Triantafyllou…
3. 3
Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Our vision
“Help people and brands connect online, in communities”
Our values
Believe in technologies that help us live anywhere
and work everywhere.
Build projects based equally on tech and creativity.
Cooperate, focus, build new skills as needed.
Guide digital transformation, in confidence and experience.
To ATOMO | Your International Marketing Partner
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Brands used to control
both the message and the media.
Now we, the people, are the media.
And we control the message!
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
We tell stories in order to make
sense of the world around us!
Behind every great brand
stands a great story!
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
And, that’s really the heart of the matter.
Most entrepreneurs & executives
don’t live the brand the way customers do,
yet they’re responsible for driving business objectives
and managing resources to achieve them.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
But before we go to this...
What is Brand?
What is Branding?
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Brand is our Logo! Right?
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
«Your brand is what other people say
about you when you're not in the room.»
Jeff Bezos (Amazon)
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Brand is what people feel, think and say about a product.
Therefore, we’re not talking about the brand itself,
we’re talking about people's perception of the brand.
Branding is all that is done to form this perception.
Let’s see this step by step…
12. 12
Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Step #1: Research & Analysis
Purpose, scope, intended customers, philosophy, beliefs,
values, business manners & ethics, reason to exist…
Step #2: Strategy & Storytelling
The needs our brand satisfies, how it makes people
connect emotionally with it…
Step #3: Design
Translate the brand to image…
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Step #4: Application
Easy to understand, able to communicate
its essence in a simple manner.
Step #5: Maintain & Strengthen
Language and tone of voice, culture and its adoption,
community of the brand, people faith in it…
No faith, no party!
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Buyer behavior is rapidly changing and forces brands
to adjust and conform to the interactive world.
Nearly every consumer activity has shifted to digital
in some way - from listening to music, to shopping, to booking
restaurant reservations, and so on…
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Example of a car purchase process in digital age
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Moving from Transactional to Transformational
- Digital, Social, Mobile are the new front doors.
- Buyers flow seamlessly across multiple channels.
- Time is the new currency.
- Self-service & Price Transparency are the new normal.
- Buyers expect frictionless interactions, every time.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Digital Transformation
V
V
Customer Experience
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
The new role of marketing:
we turn ideas and data insights into personal experiences
that help our clients win more customers
and make them more valuable.
Customer Value is no longer in a single transaction,
it’s in repeat purchasing + advocacy + collaboration!
It’s in the willingness to co-create with the brand!
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
“You’ve got to start
with the customer experience
and work backwards
to the technology”
(Steve Jobs, 1997)
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
We move from selling
products and services
to keeping brand promises.
The battle is for
experiences and outcomes.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
What is a purpose of a marketing & selling system?
Meet more people + Get more clients + Make more sales?
True Purpose:
to answer your prospect’s questions
at just the right time.
Should I Pay Attention? Is it Interesting?
Are you for real? Can I Trust you?
Is what you recommend right for me?
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
It’s not about digital marketing,
It’s about marketing in a digital world...
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Shift #1
One Big Thing > The Right Smaller Things
Goodbye 360˚ campaigns.
Hello 365 days marketing.
Real-time marketing for a real-time world.
Not singular messages, but multiple streams of ideas.
More than polished campaigns: continuous strategic strikes!
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Shift #2
Rigid Strategy > Agile Planning
Instead of strictly following a plan, plan for change.
Rapid testing hypotheses rather than extended research and deduction.
Collaboration and conversation over strategy decks and documentation.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Shift #3
Marketing as Department > Marketing as Behavior
Break down silos, inject digital thinking throughout.
All marketing ideas have digital implications.
All digital ideas have marketing implications.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Shift #4
Transactional Relationship > Meaningful Experience
Plan for a full consumer experience, not just a purchase.
Play a bigger role in people’s lives.
Adding value beyond a self serving purpose.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Shift #5
Make People Want Things > Make Things People Want
Design service by understanding what people want and how they interact.
Solve brand problems by solving consumer problems-disrupt and delight.
Don’t compete in the old paradigm, create a need that only you can fill.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Shift #6
Selling to the world > Improving the world
Be guided by a brand purpose, not just a commercial interest.
From differentiating within the category to making a difference in culture.
Deeper human connection through a higher human centric purpose.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Shift #7
Talking to the world > Making the world talk
It’s not what you say that matters, it’s what people say about you.
If it doesn’t spread it’s dead.
Flipping the funnel: retention and advocacy is the new acquisition.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Shift #8
Consistent Brand Image > Coherent Brand Actions
Actions speak louder than words.
Create a collection of coherent brand ideas and experiences.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Products actually create two conversations.
One is internal, at your company.
The other is external, among your customers.
The easiest way to create the kind of conversation you want
around your product is to make these two dialogues the same.
In other words, let people in on the secret.
Don't just tell them what you do, but why you do it.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
People will never buy what you do.
They will buy what’s in it for them!
They can always get faster and cheaper, it's just a click away.
But more meaningful? More genuine?
The right conversation is the one that goes the deepest.
40. Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Keeping the Human Element
41. 41
Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
“It has become appallingly obvious that
our technology
has exceeded our humanity.”
Albert Einstein (1879-1955)
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
The way people create, talk, learn, share has evolved:
more content, less control.
People today spent more time online through mobile,
trust peer recommendations by 90% over any other forms
of marketing. Individualisation is a radical change
in the way we do business!
A personalized experience shared, differentiates companies
and engages customers in unique and immersing ways.
42
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Markets are conversations.
People are talking more, because they want to,
they’re interested and it’s fun!
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
We communicate
7% with words, 38% with sounds , 55% with gestures & expressions.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Companies are communities.
Human-2-Human communities,
where people socialise, cooperate,
listen, discuss, create value, trust.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
What really makes a community?
* Smaller, autonomous, empowered groups *
* Opportunities to take on additional effort *
* Emphasis on casual, social, interaction *
* Short-term milestones, rituals and traditions, shared symbols *
A successful online community has 2 sides:
the online platform and the social structure.
We would benefit from spending as much time
and attention on the latter as we do on the former.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
The Community Concept
Information Discussion Transaction
convert fans to members
People, Collaboration, Content
convert members to buyers
convert buyers to brand ambassadors
A Community Strategy should target a specific sentiment to amplify.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
The role of a business community is to enable people
to get involved in an active conversation about products
and services and connect themselves with the company team
with or without company’s intervention.
Social Business means that entire company, from
management to the last employee, are actively involved in
brand building through external and internal engagement.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
A community is an incredible asset, connecting your networks & managing
relationships and knowledge.
49
BillJohnston,DirectorofGlobalOnlineCommunity@DELL
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
People want to and do business with people.
Full Stop.
So, use technology resources to improve customer experience.
Do not use AI just to feed content to customers,
use it for on a proactive basis,
use it to service exceptional issues,
use it to gain business insights on an ongoing basis.
Τhat will help you continually improve your product/service.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
“And? Can we do that by ourselves?”
Yes and No. You will need different skills, most important you
must go beyond technology to define real human values
in this new digital ecosystem.
Community is about people, not products,
and is when people have a strong passion just because
community exists and they have a role in it!
51
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Human-2-Human Communities
is more than just brands saying they’re “human”.
Means authentic stories, delivered consistently, through
inspiring experiences. The challenge for today’s brands is to
design these 360º human (=social) experiences!
Means also communication. It’s communication
that drives personal, human, relationships.
53. 53
Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Human-2-Human:
Simplicity, Empathy and Imperfection
Speak human, make it simple for people to understand.
Connect marketing deeper, to basic human senses.
Customers expect extraordinary experiences , to feel unique.
Humans need context to understand concepts.
So, tell them, don’t sell them.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Social media is
Learning,
Sharing,
Collaborating, and
Having Fun!
Who said something about sales…?
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Business is changing. Marketing also.
The new “P”s of marketing:
Purpose, Passion, Pain, Power.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
“Digital” Professional : a new role across industries
We think digital, are social, act mobile.
We know and actively participate on how markets, products,
customers and companies interact.
We select data and convert them to value.
We are efficient both with technology and creativity.
We express our brand authentically.
We are open to change.
We focus on how customers want to live their lives and
how our business will connect emotionally with them.
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
A plan for the future
Strategy: Flexible Business Communities (on/offline).
Tactic: Marketing H-2-H; create business by telling stories.
Mindset: how our customers want to live their lives; and how
our business will connect emotionally with them.
“Sales Driven” Marketing Pillars:
1. Technology
2. Content Creation & Distribution
4. People (Sales & Marketing)
5. Data (the new gold!)
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Business tools and concepts
will change more in the next 5 years
than they did during the last 50 years…
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Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
The way we speak to customers will shift dramatically.
(The power of good, “differentiated” storytelling)
The entire concept of convenience and value will shift.
(Move from how you want to sell to how they want to buy)
Experience will remain king.
(Why are you worthwhile & different from others?)
64. 64
Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
[…] Generations ago, there was no unemployment,
because there were no real jobs to speak of.
Before the industrial revolution, the thought that you’d leave
home and go to an office or factory was bizarre.
What happens now that the industrial age is ending?
We are seeing the core assets of economy replaced
by something new. Actually, it’s something old, handmade,
but this time, on a huge scale. […]
Seth Godin
1960-..., marketer, entrepreneur, writer, speaker
65. Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities