think big a new social point-of-view w/notes
DESCRIPTION
Think Big Presentation with Speaker notes.TRANSCRIPT
10/03/09 1
think big: a new social media pov.ut mba – marketing fellows discussion 10.1.09
company& philosophy
210/03/09
aboutmybusiness.weworkundertheprincipalthatformanycompanies,businessculture,organiza:onalsystemandmarke:ngsiloesarege;nginthewayoftrulyservingcustomers,thepeoplemostimportanttobusiness.andthat,aligningeverythingyoudo,everythingyousaytobestservecustomerscanbeachievedbyamuchcloserlookattheirjourney.Understandingthecustomerjourneyintermsofhowtheylivetheirlife,experienceyourbrand,makedecisionsrelevanttoyourbusinessandengagewithyourproducts.thisisnotnew,companieslikeSouthwestAirlines,NiemenMarcusandZapposhavethisprincipalworkingatthecoreoftheirbusiness.Butnotalldo,infactthey’vefoundsuccesswithoutneedingsuchcloseunderstandingofpeople.Butsomething’schanged,makingitmuchmoredifficulttosurvive(orgetawaywith)withoutacloseconnec:ontocustomers…
game changer
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digital technologysocial mediums
accessible info
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barriersbroken
410/03/09
barriersforpeopletounderstandyourproduct,service,yourperformancehavebeenpulleddown…andpeoplecanseekoutotherstheymighttrustbeforeyou.
marketing convention
510/03/09
butmarketerskeepworkingunderthisoldconven:on.
vs. marketingutility
610/03/09
whentheyshouldbelookingatitincontexttowhatpeoplewantandneed.
how do you define?
710/03/09
but…whatdoesthishavetodowithsocialmedia?howyoudoyoudefinesocialmedia?IsuggestyoureadMartaKagan’spresenta:on“whatthef**kissocialmedia.”it’sbyfarthebest,andthemostengagingpresenta:onsI’veeverseenaboutsocialasamedium,whyitmaRers.
this is not abouttechnology
10/03/09CTCA Strat Review 8
?
10/03/09
whenitcomestosocial,don’tgetcaughtupinthetechfascina:on,theplaSorms,theonlineproper:es.boRomline,thisisnotabouttechnology.
this is about people
910/03/09
it’saboutpeople.socialmedianow,issimplyapeekintothefutureofmarke:ngasawhole.
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in the not-so distant future
EVERYTHING INMARKETING WILL
BE SOCIAL10/03/09
think bigthink real
10/03/09
The Sultan's Elephant was a show created by the Royal de Luxe theatre company, involving a huge moving mechanical elephant, a giant marionette of a girl and other associated public art installations.
blendworlds
10/03/09CTCA Strat Review 1210/03/09
tellstories
10/03/09
True blood (HBO PROMOTION) creates rich alternate storyline aside itʼs TV show. Previous to this, movie promotionʼs like The Dark Night developed a year long prequel teaser that kept fans guessing.
engineer to engage at every step
10/03/09CTCA Strat Review 14
currency toengage
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company
marketing requiressocial currencyperson
!! !wtf?
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competitionor cause
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spectaclesor experience
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surprises or status
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case study
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http://vimeo.com/6303664
oneofthebestcasesofatruly“social”transmediacampaign.“whysoserious”forreleaseofdarknight.
marketing principles
Human Focused: People’s needs, influences and drivers first before platform and technology.
Beyond Technology: Experiences, a story, meaningful, or larger than life.
Environmental Management & Engineering: Playing close attention to participants and providing real, digital and augmented experiences to interact within.
An Engagement Currency:
2010/03/09
brand empathy
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company
branding requireslisteningperson
!“…”
10/03/09
social insight
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jonathanharris“wefeelfine.or”showsaglimpseofhowsocialmediaconversa:onscanhelpyouunderstandpeople.there’senormousinsightburiedwithinsocialmedia.muchmortounderstandbeyondvolumetricmeasuresofmen:on,posi:ve/nega:vesen:ments.therearepictures,wordsandquotesthatpaintapictureaboutabrand.
competitivecgm
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weusesocialmediatoseehowpeopledefineabrandvs.howyouthinkitshouldbeportrayed.
social scoring
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wegaincontextintothewhatandwhy,andhelpcompaniesscoretheirsocialbrandpresence.
socialvolumetrics
2510/03/09
…whilealsolookingatthenumbers.
marketingtakeaways
Stay Human Focused: People’s needs, influences and drivers first before platform and technology.
Think Beyond Technology: Experiences, a story, meaningful, or larger than life.
Craft the Environment & Engineer for an Experience. Playing close attention to participants and providing real, digital and augmented experiences to interact within.
Have an Engagement Currency: A reason to engage: competition, status, tangible/intangible reward, content or cause.
Listen, Find Meaning in the Mentions: Look at your brand in terms of how people talk about it vs. how you want it to be percieved.
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social:it’smorethanmedia.it’sthenewframeworkyouneedtoapplytoallofyourmarke:ng.
Andy Hunterpursuitnow.com
email | [email protected] | andyhunterblog | experiencefreak.comsms | 50500 reeboot
thank you
10/03/09
speakerbio
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Andy’s experience spans the marketing communication landscape working for many of the world’s leading fortune 500 brands including American Express, BMW, Walmart, Sears and PwC Consulting. He focuses on digital innovation, web marketing and integrated communication strategy. He is a former ad-agency director and planner having worked for Ogilvy, Young & Rubicam, Hakuhodo Int’l and Hill Holliday. As founder of GSDM’s brand connections practice he led efforts to extend brands into digital experience, emerging technologies and transmedia storytelling.
In parallel to his current duties at PURSUIT, he’s served as an advisor to several new media and technology startups concentrated in the online video, social networking and integrated communications space. He is a past speaker-moderator at events including MIT’s Future of Entertainment, SXSW Interactive and Digital America.
10/03/09
aboutme.
SOCIAL INSPIRATIONS
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thought leaders
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jane mcgonigal russell daviesclay shirky danah boyd mark earlshenry jenkins
Nike+ Campaign
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Microsite Hub
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LikemindedBrand Partners
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Sinceitsincep:onbackinMayof2006,runnershaveusedthe$29Nike+iPodSportKittologcloseto50millionmiles,accordingtoNike.Thekitincludesanin‐shoesensorandareceiverthataRachestoiPod,allowingrunnerstotrackdataon:me,distance,caloriesburnedandpace.
Branded Product Extensions
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Branded Product Extensions
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ContentIntegration
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Social Tools
37
Influencer Engagement
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Blog
39
Email &Events
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foursquaresocial app
10/03/09CTCA Strat Review 41
royal de luxe theater company
The Sultan's Elephant was a show created by the Royal de Luxe theatre company, involving a huge moving mechanical elephant, a giant marionette of a girl and other associated public art installations.
red bull flugtag
Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck in hopes of achieving flight! Flugtag may mean "flying day" in German, but all these crafts ultimately splash into the waters below. They are judged not only on their flight's distance, but creativity and showmanship as well.
yelpaugmented reality
New apps blend information, geography and people to create connections among strangers.
tru bloodHBO Alternate
Reality
True blood (HBO PROMOTION) creates rich alternate storyline aside itʼs TV show. Previous to this, movie promotionʼs like The Dark Night developed a year long prequel teaser that kept fans guessing.
signtific lab
Significant Labs games to create breakthrough. Signtific is a collaborative project that brings together multiple non-profit research groups, scientific bodies, government agencies, and university research programs.Signtific is developed and directed by the Institute for the Future, a non-profit futures-research group based in Palo Alto, California.
Come Out &Play Festival
The Come Out & Play Festival seeks to provide a forum for new types of public games and play. We want to bring together a public eager to rediscover the world around them through play with designers interested in producing innovative new games and experiences.
NintendoWii
The Wii crosses age, physical activity and technology boundaries.
zombieflash mobs
NEWCASTLE city centre was turned into a scene from a horror film yesterday as students put on a Halloween show for shoppers.A flash mob descended on Greys Monument and acted as zombies before performing the routine from Michael Jacksons Thriller video.About 50 students turned up for the event, which was organised through text messages
blame drews cancer
5010/03/09
GEORGE LUCASTOURNAMENT OF
ROSES PARADE
bringing some spectacular escapism to pasadena.
Andy Hunterpursuitnow.com
email | [email protected] | andyhunterblog | experiencefreak.comsms | 50500 reeboot
thank you
10/03/09
marketing innovationbusiness optimization
research & insight
10/03/09
...this is what we do. hereʼs our team.