EVENT UK 08
34
16 September 2008 Event uk08
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Presented at the Panel Session at the Event UK 08 exhibition at the Birmingham NEC on the 16th September 2008.
Transcript of EVENT UK 08
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
