5 ways personality can reinvent

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Rohit Bhargava, старший вице-президент группы 360 Digital Influence в Ogilvy Public Relations Worldwide рассказал членам Social Media Club Moscow про будущее интернет-маркетинга.

Тема выступления: Индивидуальность как маркетинговая философия. Новые медиа прокладывают путь голосу бренда.

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5 ways personality can reinvent

  1. 1. 5 Ways 1 Personality Can Reinvent Your Marketing Rohit Bhargava Moscow, Russia – September 13, 2010 PROMO Live, 2007 – Social Media: Evolution to Execution
  2. 2. 2 PROMO Live, 2007 – Social Media: Evolution to Execution
  3. 3. In 1992, DC Comics killed Superman 3 – and in the following decade, sales dropped by more than 80%. PROMO Live, 2007 – Social Media: Evolution to Execution
  4. 4. 4 In the past, we fed our consumers … PROMO Live, 2007 – Social Media: Evolution to Execution
  5. 5. 5 And waited for them to come to us. PROMO Live, 2007 – Social Media: Evolution to Execution
  6. 6. 6 Today is different for 3 reasons … PROMO Live, 2007 – Social Media: Evolution to Execution
  7. 7. 1. Technology is not a barrier.
  8. 8. 2. Virtual trust is the most influential.
  9. 9. 3. The media is now circular. Photo (c) Tristan Savatier - www.loupiote.com - used by permission
  10. 10. The easiest 10 thing to do is to focus on all the tools and how to use them. PROMO Live, 2007 – Social Media: Evolution to Execution
  11. 11. 11 The problem is there are too many – and they often change. PROMO Live, 2007 – Social Media: Evolution to Execution
  12. 12. 12 And measurement is incomplete ... Friends = 547 Followers = 1,387 Fans = 875 ROI = ??? PROMO Live, 2007 – Social Media: Evolution to Execution
  13. 13. We need a new way of marketing.
  14. 14. A way focused on belief, not sales. 14 PROMO Live, 2007 – Social Media: Evolution to Execution
  15. 15. Case Study: Ford (Global) Increased purchase consideration to 89%.
  16. 16. Case Study: Innocent Drinks (UK) Creating an iconic brand through personality.
  17. 17. Case Study: V-Tech Toys (US) Drive 99% positive conversation with evangelists.
  18. 18. 18 Ways Personality Can Reinvent Your Marketing PROMO Live, 2007 – Social Media: Evolution to Execution
  19. 19. 1. Give people a reason to engage.
  20. 20. 2. Share a real backstory.
  21. 21. 3. Find your accidental spokespeople.
  22. 22. 4. Let your advocates own your brand.
  23. 23. 5. Stand for something beyond products.
  24. 24. Thank You! 24 Blogs + Resources: Get the Book: blog.ogilvypr.com www.rohitbhargava.com www.readpni.com @rohitbhargava PROMO Live, 2007 – Social Media: Evolution to Execution

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