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Igor Beuker on SMSPrague 2011

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Igor Beuker on SMSPrague 2011

  1. 1. Hola! Datum 1
  2. 2. Today’s Battle Social Media Means ‘Power to the People’ Are you in control enough to let go?
  3. 3. Today’s Battle 100 years ago…
  4. 4. Today’s Battle The industrial revolution started We had factories with mass productions And we invented mass communications That soon became mass advertising
  5. 5. Today’s Battle And 100 years later…
  6. 6. Today’s Battle We have a new revolution! Let’s call it the ‘digital’ or ‘social’ revolution This is the era for the open, honest brands Listening is #1, advertising second best
  7. 7. Today’s Battle
  8. 8. Today’s Battle
  9. 9. Today’s Topics 1. Company Profile & DNA 2. Vision, Mission, Action 3. Trends & Brands 4. Conclusions
  10. 10. Today’s Topics 1. Company Profile & DNA 2. Vision, Mission, Action 3. Trends & Brands 4. Conclusions
  11. 11. Company Profile Grupo LaComunidad: LaComunidad community marketing agency ViralTracker social video metrics company SocialMedia8 social media marketing agency ViralBlog viral and social marketing blog Born in a garage in 2003, part of WPP since 2008
  12. 12. Company DNA Grupo LaComunidad WPP / GroupM Pirates of the Caribbean vs The Royal Navy
  13. 13. Today’s Topics 1. Company Profile & DNA 2. Vision, Mission, Action 3. Trends & Brands 4. Conclusions
  14. 14. Vision advertising never started a movement powered by the web, not advertised on it
  15. 15. Mission To move brands away from traditional advertising, towards a model which is more content-driven, engaged and focused on consumer dialogue Denk dat voor deze slide en volgende slide ook ff een plaat / visual gemaakt moet om m op te leuken…? Zie vorige slide, smoelt wel ff beter…
  16. 16. Action Without great content there is no engagement. Without engagement there will be: no buzz, no viral, no social and no community Denk dat voor deze slide en volgende slide ook ff een plaat / visual gemaakt moet om m op te leuken…? Zie vorige slide, smoelt wel ff beter…
  17. 17. Today’s Topics 1. Company Profile & DNA 2. Vision, Mission, Action 3. Trends & Brands 4. Conclusions
  18. 18. Trends The center of our creative process Used to be called: Consumer Today we call him: Consumer Creator Hater Lover Follower Fan Blogger Influencer eBuyer Screenager
  19. 19. Trends You Participation, Crowdsourcing & Lifeblogging The online culture is the new culture
  20. 20. Trends The handset is the next gateway to brands, communities and commerce
  21. 21. Action eCommerce is growing across all sectors
  22. 22. Trends The arena of our creative process
  23. 23. Trends
  24. 24. Trends
  25. 25. Trends
  26. 26. What about brands?
  27. 27. Brands Heavily using online and social video
  28. 28. Brands Open and share more
  29. 29. Brands Observe, listen, change
  30. 30. Brands Offering real customization
  31. 31. Brands Looking at the ‘new marketing places’
  32. 32. Brands Merging web interaction with TV model
  33. 33. Brands Really wishing CRM and Customer Loyalty
  34. 34. Today’s Topics 1. Company Profile & DNA 2. Vision, Mission, Action 3. Trends & Brands 4. Conclusions
  35. 35. Social… …might just be the new ‘normal’ soon
  36. 36. ALF: Always Listen First 1. ALF: Always Listen First 2. Learn: It’s about them, not you 3. Adapt: Be open to change 4. Share: Break down the walls
  37. 37. Test Your DNA Listening & Dialogues Intensive on Long Term with Consumers the Brand’s Side Strategy is the Key to Success Social Program DNA vs. Social Campaign DNA Creativity is the Key to Success Less Intensive on Top-Down Comms & Short Term the Brand’s Side Ads towards Consumers
  38. 38. Think Beyond Campaigns Love brands create content and communities that fuel the mutual beneficial relationships between fans and their brand SMM Campaign 3 Q4 Promotion Social Campaigns: Creativity & Ideas SMM Campaign 2 Theme – Thematic Brand Awareness Advertising & Flights Short term: 1-3 months SMM Campaign 1 Short peaks: 0 - 100 - 0 Product Promotion Social Programs: Strategy & Insights Subject or Topic Relationships & CRM Long term: 1-3 years Organic growth: 0 -20 - 40 - 80 Social CRM
  39. 39. Being in control enough to let go…
  40. 40. Thank You! Power to the People. Are you in control enough to let go… Igor Beuker Blog: ViralBlog.com Twitter: @IgorBeuker Facebook: /IgorBeuker 40

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