16 September 2008Event uk08

marketing marketingMe2 Marketing

Brand awarenessExperiental Marketing

Guerilla MarketingPunk Marketing

What’s next?

meaningfulrelationships

3 Cliches1. Advertising no longer works2. The Consumer is in control3. Long Tail, Long Tail and the Long Tail

3 Myths worth forgetting:1. Transparency is essential2. Blogging [or social media] is the solution3. Brands have lost control

10 Truths about Marketing 2.0

360º Digital Influence: Ogilvy PR Worldwide

1. Your secrets are no longer secrets

1. Your secrets are no longer secrets2. Authenticity, not transparency

Solicitors &Accountants

Transparency

Brands

Authenticity

1. Your secrets are no longer secrets2. Authenticity, not transparency3. A personality is real

Bob LutzVice Chairman

General Motors

“Global Warming is a total crock of Shit”

1. Your secrets are no longer secrets2. Authenticity, not transparency3. A personality is real4. They know you are marketing

1. Your secrets are no longer secrets2. Authenticity, not transparency3. A personality is real4. They know you are marketing5. Falling asleep on hold is really bad

1. Your secrets are no longer secrets2. Authenticity, not transparency3. A personality is real4. They know you are marketing5. Falling asleep on hold is really bad6. Mistakes are opportunities

1. Your secrets are no longer secrets2. Authenticity, not transparency3. A personality is real4. They know you are marketing5. Falling asleep on hold is really bad6. Mistakes are opportunities7. [Now] we trust in others

1. Your secrets are no longer secrets2. Authenticity, not transparency3. A personality is real4. They know you are marketing5. Falling asleep on hold is really bad6. Mistakes are opportunities7. [Now] we trust in others8. Functions don’t matter

1. Your secrets are no longer secrets2. Authenticity, not transparency3. A personality is real4. They know you are marketing5. Falling asleep on hold is really bad6. Mistakes are opportunities7. [Now] we trust in others8. Functions don’t matter9. Your mother blogs

1. Your secrets are no longer secrets2. Authenticity, not transparency3. A personality is real4. They know you are marketing5. Falling asleep on hold is really bad6. Mistakes are opportunities7. [Now] we trust in others8. Functions don’t matter9. Your mother blogs10.Relevance is content / not publicity

some more truths…Users stay customers 50% more time (AT&T,

2002)Community users spend 54% more $ (EBay,

2006)Community users visit 9 times more

(McKInsey, 2000)56% of community users log in once a day

(Annenberg, 2007)

Are You at War too?Companies are at war with their customers…

Businesses launch marketing campaigns based on strategies that target markets by bombarding people with messages in order to penetrate markets. Salespeople are on the frontline.

Social media

not THE solution

new mediaEducate the consumerHelp NOT interruptMarketing: context not contentLook for those that want to hear

Added Value

social mediaInstant Messaging / ChatsBlogs & Podcasts & VBlogsRSS feedsSocial NetworksE-mail? Recommendations WOM / BUZZ (70%

offline)Ratings – Views, Favourites, CommentedOpinions

Why? Every body does…

Social MediaConsumers SHARE everything:

PHOTOS – family, private, professionalVIDEO – idemMUSIC – iPod & iTunes (legal)… and the rest?KNOWLEDGE – Wikipedia

Markets are conversationsThey are talking about your event…You should be there…

YOU HAVE TO BE THERE!

Web 2.0 toolssocial networks (MySpace/Facebook)intranets (internal communications - wikis)bloggingwidgetsmicro-blogging (twitter)resources / Wikipedialeverage the power of video; consumer generated content

Biggest Obstacle

Senior Management

Events

event coverage – an example Media write story

about product or issue at conference

Media focus photos on product or spokesperson

Will bitch about bad attitude of PR or spokesperson

Circulation takes care of readership

Bloggers write about experience at event

Bloggers post photos about themselves and of fellow bloggers

Will post about bad attitude of PR or spokesperson

PR should share link with wider audience

Integrate the experiences

physical & virtual

marketing thephysical experience

marketing the virtual experience

database

marketing thephysical experience

marketing the virtual experience

where are you?professionalsocialvideo / photobloggingmicro-bloggingniche networksbrand owned

buildmeaningful

relationships

16 – 25: Significant ChangesDrivers licenseVoteFirst job / first career jobUniversity / move out of the houseCredit / more buying powerBecome their own person

Begin anywhere.Not knowing where to

begin is a common form of paralysis.

John Cage

Nuno Machado Lopesnuno.lopes@ig-marketing.comwww.nunomachadolopes.com

+351 916863479