Новая реальность (c) andre matarazzo. digital marketing 2010
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From Brazil
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How the world sees Brazil1500 consumers in 23 countries
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beaches76%01
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exotic atmosphere
66%02
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61%03carnaval
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59%04somewhere unexplored
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59%05music
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51%06party atmosphere
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42%07sexy brazilians
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35%08football
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How Brazil sees Brazil644 consumers in 1 country
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corruption49%01
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02“jeitinho”(figure it out)
31%
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31%03football
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27%07good humor
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26%05badly behaved
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25%06social inequality
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25%04carnaval
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08economic growth
21%
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The middle class is emergingUS$ 700 - 2.683 / month
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Over 20 million in the last2 years
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What are they looking for now?
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statusbeing seen by others
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statusbeing seen through social media
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having3%
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experiencing97%
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sharing who you are
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sharing what you do
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sharing what you
knowThursday, November 11, 2010
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sharing who you know
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sharing what you
likeThursday, November 11, 2010
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sharing where
you’ve beenThursday, November 11, 2010
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People are spending much more time interacting with other people, and much less time consuming content from websites
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brands must help people experience things and tell their own stories
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productstorycreates desire to have
brand stories don’t create status
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product
gotta have that
sparkcreates desire to engage
storycreates context for product
people’s stories create status
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unimed video
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unimed twitter + analytics + % conversion
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Some ideas that spark stories
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Try mixing digital with the real world
01
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GlimmerAbsolut Vodka
Thursday, November 11, 2010
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Donate WordsInstituto Mario Pena
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Kayak Scented BannerNatura
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Magic Christmas CardSwedish Post
Thursday, November 11, 2010
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Try facilitating people’s sharing
02
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Donate your sharingBrazil’s elections
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Coca-Cola VillageCoca-Cola
Thursday, November 11, 2010
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Try enhancing people’s lives through new services
03
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Nike Plus AppNike
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Girl’s tipsBuscofem
Thursday, November 11, 2010
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Rio de Janeiro CircuitUnimed-Rio
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TwelpforceBest Buy
Thursday, November 11, 2010
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Try using existing technologies and content
04
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YoutiqueFrench Connection
Thursday, November 11, 2010
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Visit BrazilEmbratur
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e-penisSomeone...
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The next benefitItaucard
Thursday, November 11, 2010
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Try allowing people to change your ptoduct
05
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Design your flip-flopsHavaianas / Threadless
Thursday, November 11, 2010
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Design your coverWallpapers
Thursday, November 11, 2010
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Design your flavorVitamin Water
Thursday, November 11, 2010
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Try low motivation for high participation
06
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The world’s buggest bagDoritos
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Save the Galvão BirdsSomeone...
Thursday, November 11, 2010
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Thursday, November 11, 2010
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“Shut up, Galvão”
Thursday, November 11, 2010
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Try rethinking offline medias
07
Thursday, November 11, 2010
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Interactive MagazineAXA Insurance
Thursday, November 11, 2010
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Thursday, November 11, 2010
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Wopper FaceBurger King
Thursday, November 11, 2010
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Thursday, November 11, 2010
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How can you start having great ideas that spark stories?
Thursday, November 11, 2010
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Stop thinking in terms of campaign cycles
01
Thursday, November 11, 2010
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before
today
plataform / service
social media base
campaign
year
interest
campaign
interest
year
Thursday, November 11, 2010
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Reallocating budget for creating and supporting continuous efforts. You are building new products!
Structure internally for dealing with many actions at any time.
Thursday, November 11, 2010
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Let the best idea come from anywhere
02
Thursday, November 11, 2010
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digital
package
cinema
newspaper
guerilla sponsorship
magazine
radio
ooh
popTV
Thursday, November 11, 2010
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digital
package
cinema
tv
guerilla sponsorship
magazine
radio
ooh
popCONSUMERSERVICE
Thursday, November 11, 2010
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Thursday, November 11, 2010
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Pitch for the best ideas.
Review, determine best.
Players go back to their focus and work together.
Thursday, November 11, 2010
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Customers are ready to tell stories anywhere, so
be there!
03
Thursday, November 11, 2010
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Thursday, November 11, 2010
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Allow others to fail
04
Thursday, November 11, 2010
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Bowling
Thursday, November 11, 2010
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Pinball
Thursday, November 11, 2010
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Watch out for the middle management =risk averse!
Gets it right = pat on the back
Gets ir wrong = fired
Thursday, November 11, 2010
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from disruptive
to productive
Thursday, November 11, 2010
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Спасибо
@gringo_nu
Thursday, November 11, 2010