everything changed

EVERYTHING CHANGED again

FACTor

PERCEPTION

new start-up

Bill Clinton | DreamForce Keynote 2010

“You are all in the tomorrow

business.”

RightNow | July 2010 Study

58% expect response42% expect with 24hrsyet only22% get response at all

offline

online

Hey!

Ouch

the quick fix

the social media diet

The Guardian Newspaper on Social Media

The Guardian Newspaper on Social Media

You are not who you say you are

You are not who you say you are

Reputation by association

Reputation by association

fast forward

THE WORLD IS MOBILE

how mobile-friendly is your brand?

Bica do Sapato | iPhone Experience

MOBILE THROUGH

THE GENERATION

S

location brand building?

Building which brand?

Dirty words…

Building which brand?

meaningful relationships

talking to brands is a little like…

MARKETINGurgently needs a redesign

at war with the consumer

the new-improved consumer

author (wordpress)

expert (wikipedia)

dj (iTunes)

producer (YouTube)

editor (digg)

a network (friends)

critic (Amazon)

journalist (iReport CNN)

pirate / innovator (?)

syndicator (RSS)

What? | the 50/50 rule?

retention vs. acquisition

poor stupid customer

lots of followers & fans.

lots of followers & fans means…

SPAM – interpretation vs. definition

"This message is sent in compliance with the new email bill section 301. Under Bill S.1618 TITLE III passed by the 105th U.S. Congress this message cannot be considered Spam as long as we include the way to be removed, Paragraph (a)(c) of S.1618. Further transmissions to you by the sender of this email may be stopped at no cost to you by sending a request to be removed to”

“Esta mensagem é enviada com a complacência da nova legislação sobre correio eletrônico, Seção 301, Parágrafo (a) (2) (c) Decreto S.1618, Título Terceiro aprovado pelo “105 Congresso Base das Normativas Internacionais sobre o SPAM”. Este E-mail não poderá ser considerado SPAM quando inclua uma forma de ser removido. Para ser removido de nossa lista envie-nos um e-mail solicitando a retirada de seu e-mail para:”

Bill S.1618 was never passed.

SPAM – the culprit

MARKETINGwhat’s behind the door

social

market

$

THE EXPERIENCEcreating moments | it’s in the details

actual experience

experiencing self

remembering self

* psychological moment lasts for 3 seconds

that’s 600,000 per month...

the memory

experiencing self

remembering self

* we don’t choose between experiences, we choose between

memories of experiences

experience gap

Customer service is vital.

An apology without an action is worth…

Guerilla Marketing | ft. the consumer* Source: Bruno Figueiredo

INVERTING THE ROLES

Creating & managing the desire.

loyalty comes from dependence

minimizing sacrificesatisfaction maximized

loosely based on a possibly

true story

consumers have infinite choice

what will it take?

Santos Ferreira | Millennium BCP

“surpreendido com o impacto e grau de

organização”

the week-end team

O Jornal Público | Editorial

“os rumores

combatem-se com factos”

some thoughts

total transparency

“We can’t be

successful if we don’t lie

to our customers”

Larry Ellison | Oracle

really?

you really want to do this?

what privacy?

Privacy is the price of free

go deeper

What we do

go deeper

What we doWhat we should do

go deeper

What we doWhat we should doWhat we must do

what’s next?

KILLER content, service & product

build trustbe authentic

humanemphatic

+/- transparent

experimentlisten & talk &

listen

what to do then?

the more you turn left, the more you’ll learn to turn right

TOOLS EXIST.Gurus who know how to use & interpret them,not really.

NUNO MACHADO LOPES+351 916 863 479nuno.lopes@ig-marketing.comwww.nunomachadolopes.com

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