ENTER THE DRAGON / JASON XENOPOULOSENTER THE DRAGON / JASON XENOPOULOS

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ENTER THE DRAGONENTER THE DRAGONENTER THE DRAGON2

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CHINESE ASTROLOGY

CHINESE ASTROLOGY

According to Chinese

Astrology, 2012 is the Year of

the Dragon. Occupying the 5th

position of the Chinese Zodiac,

the Dragon is the mightiest of

all the signs.ENTER THE DRAGON3

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DRAGON REPRESENTSDRAGON REPRESENTS

» Strength

» Dominance

» Good Luck

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NOT JUST ANY DRAGON

NOT JUST ANY DRAGON

2012 is not just the year of the

Dragon, it is the year of the

Water Dragon.

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THE WATER DRAGONTHE WATER DRAGON

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» Dragon = Masculine,

power and ambition

» Water = Feminine,

flexible and soft

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MASTERING TECHNOLOGYMASTERING

TECHNOLOGY7

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INTERCONNECTEDNESSINTERCONNECTEDNESS8

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FUELING THE FIRES OF SOCIAL MEDIA

FUELING THE FIRES OF SOCIAL MEDIA

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THE WATER DRAGONTHE WATER DRAGONENTER THE DRAGON10

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FIVE CONCEPTS FOR 2012FIVE CONCEPTS FOR 20121. Social by Design

2. Propagation Planning

3. Devolution™

4. Brand Purpose

5. Mobilization

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SOCIAL BY DESIGN

SOCIAL BY DESIGN

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FUELING THE FIRES OF SOCIAL MEDIA

FUELING THE FIRES OF SOCIAL MEDIA

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1.0 EDITORIAL

1.0 EDITORIAL

During the nineties, the web was primarily a publish and browse

medium

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2.0 SOCIAL

2.0 SOCIAL

The web has become a blackboard on which

everyone is invited to make their mark.

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3.0 INTEGRATION

3.0 INTEGRATION

Social Media has fundamentally changed

the dynamic between consumers and brands

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SOCIAL BY DESIGNSOCIAL BY DESIGN» Social media is changing the

way we use the Internet…

» Changing the way we advertise…

» Changing the way we do business…

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THE OLD PURCHASE PROCESSTHE OLD PURCHASE PROCESS

AWARENESS INTEREST DECISION ACTION

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THE NEW PURCHASE PROCESSTHE NEW PURCHASE PROCESS

AWARENESS

INTEREST

ACTION

RECOMMENDATION

DECISION

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SOCIAL BY DESIGN

SOCIAL BY DESIGN

Pay With a Tweet

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SOCIAL BY DESIGN

SOCIAL BY DESIGNSocial Beyond

Digital

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BEYOND SOCIAL MEDIABEYOND SOCIAL MEDIAENTER THE DRAGON22

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GOING VIRAL 400%

GOING VIRAL 400%23

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SOCIAL BY DESIGN

SOCIAL BY DESIGN

Developing Viral Products

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PROPAGATION PLANNING

PROPAGATION PLANNING

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PROPAGATION PLANNINGPROPAGATION PLANNING

“Planning not for the people you reach, but the people that they reach, by giving them

assets to propagate.” Griffin Farley from BBH New York

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PROPAGATION PLANNING

PROPAGATION PLANNINGShare a Coke with

your Mate

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CASE STUDYSHARE A COKECASE STUDYSHARE A COKE» 150 names, printed on bottles

and cans » Each name has a downloadable

song» Get your own name printed on a

can for free» Create your own Coke

commercials

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PROPAGATION PLANNING

PROPAGATION PLANNINGShare a Coke with

your Mate

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PROPAGATION PLANNING

PROPAGATION PLANNING

“The Universal Currency of Stories”

Sarah Kay - Poet

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DEVOLUTION�DEVOLUTION�

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THE PHILOSOPHYTHE PHILOSOPHY

The Social Media Revolution

is a Consumer Revolution.

Today, our brands are co-

owned with our consumers.

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THE METHODOLOGYTHE METHODOLOGYDevolution™ is a strategic

methodology designed to

help marketers adapt to the

changing needs of their

increasingly empowered

consumers.

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PIONEERS OF CONSUMER

INVOLVEMENT

PIONEERS OF CONSUMER

INVOLVEMENTENTER THE DRAGON41

THE LEGO HISTORYTHE LEGO HISTORY

ENTER THE DRAGON

19321932

Wooden Blocks

Wooden Blocks

19491949

Coloured Plastic Blocks

Coloured Plastic Blocks

19981998

Launches MindstormLaunches Mindstorm

Starts Losing Money

Starts Losing Money

20032003

Sales Drop by 26%

Biggest loss in History

Sales Drop by 26%

Biggest loss in History

20042004

Lego Starts Listening

Lego Starts Listening

20082008

Sales up by 35%

Profitability all time high

Sales up by 35%

Profitability all time high

Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield

Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield

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LISTENOMICSLISTENOMICSThe art and science of cultivatingrelationships with individuals in a

connected, increasingly open-source environment.

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We were the biggest shouter in the 20th Century.

In the 21st Century we want to be the best listener.

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PROCTER & GAMBLE

PROCTER & GAMBLE

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WHEN LISTENING BECOMES ACTIVEWHEN LISTENING BECOMES ACTIVE

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COMMAND & CONTROL

OPENOPEN

COLLABORATIONCOLLABORATION

CLOSED

46

THE MOVE TOWARDS OPEN BRANDSTHE MOVE TOWARDS OPEN BRANDS

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CLOSED BRANDWORLDVIEW

OPEN BRANDWORLDVIEW

ENGAGEMENT

TRANSPARENT COMMUNICATION

BRAND STEWARDSHIP

AWARENESS

SCRIPTED COMMUNICATION

BRAND CUSTODIANSHIP

CO-CREATED WITH CONSUMERSCREATED BY MARKETERS

DIALOGUEMONOLOGUE

* Adapted From “Open Brand” – Kelly Mooney47

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INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%A BRAND IS NOT WHAT

YOU SAY IT ISA BRAND IS NOT WHAT

YOU SAY IT IS

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IT’S WHAT THEY SAY IT IS

IT’S WHAT THEY SAY IT IS

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Marty Neuimeier -The Brand Gap

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DEVOLUTION

DEVOLUTION

EddingWall of Fame

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DEVOLUTIONDEVOLUTIONJohnny Cash

Project

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FROM TELLING & SELLING TO BUILDING RELATIONSHIPSFROM TELLING & SELLING TO BUILDING RELATIONSHIPS

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* Jim Stengel - Procter & Gamble* Jim Stengel - Procter & Gamble55

BRAND PURPOSE

BRAND PURPOSE

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MAYAN PROPHECIESMAYAN PROPHECIES

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PURPOSEPURPOSEElectrolux

Vac from the Sea

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THE POWER OF PURPOSE

THE POWER OF PURPOSE

“Today, advertising is about finding common ground on

which brands and communities can forge

relationships”

Bob Garfield

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BRAND PURPOSE

BRAND PURPOSE

WWFSave as WWF

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MOBILIZATIONMOBILIZATION

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MOBILEMOBILE

Right Time, Right Place

has now become

Right Here, Right Now

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MOBILEMOBILEHow will mobile

computing disrupt and redefine the customer

journey within your industry?

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MOBILEMOBILE

View your customer’s

mobile phone as their

remote control for your

business

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FEATURE PHONES DOMINATE

FEATURE PHONES DOMINATE

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MOBILE PHONES IN

AFRICA

MOBILE PHONES IN

AFRICAFeature Phones Dominate

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INNOVATIVE TEXT SERVICES

INNOVATIVE TEXT SERVICES

SMS, USSD,

PLEASE CALL ME,M-PESA

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THE RISE OF SMARTPHONESTHE RISE OF SMARTPHONES

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» IDEOS $100 Android phone has become smartphone bestseller in Kenya.

» By 2013 there will be smart phones retailing at less than $50 in many African markets.

» 265 million data subscribers in Africa by 2015 up from about 12 million today (Informa Telecoms)

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MOBILEMOBILEA whole new way to

communicate

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MOBILEMOBILEBeyond your cell

phone

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CONCLUSIONCONCLUSION

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BOARDS DON’T HIT BACK

BOARDS DON’T HIT BACK

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THE WATER DRAGON82

THANK YOUTHANK YOU