everything changed

71
EVERYTHING CHANGED again

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The slides for the presentation on the 5th of March for Beta-i

TRANSCRIPT

Page 1: Everything changed

EVERYTHING CHANGED again

Page 2: Everything changed

FACTor

PERCEPTION

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new start-up

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Bill Clinton | DreamForce Keynote 2010

“You are all in the tomorrow

business.”

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RightNow | July 2010 Study

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

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offline

online

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Hey!

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Ouch

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the quick fix

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the social media diet

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The Guardian Newspaper on Social Media

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The Guardian Newspaper on Social Media

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You are not who you say you are

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You are not who you say you are

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Reputation by association

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Reputation by association

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fast forward

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THE WORLD IS MOBILE

how mobile-friendly is your brand?

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Bica do Sapato | iPhone Experience

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MOBILE THROUGH

THE GENERATION

S

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location brand building?

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Building which brand?

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Dirty words…

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Building which brand?

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meaningful relationships

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talking to brands is a little like…

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MARKETINGurgently needs a redesign

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at war with the consumer

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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)

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What? | the 50/50 rule?

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retention vs. acquisition

poor stupid customer

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lots of followers & fans.

lots of followers & fans means…

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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.

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SPAM – the culprit

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MARKETINGwhat’s behind the door

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social

market

$

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THE EXPERIENCEcreating moments | it’s in the details

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actual experience

experiencing self

remembering self

* psychological moment lasts for 3 seconds

that’s 600,000 per month...

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the memory

experiencing self

remembering self

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

memories of experiences

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experience gap

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Customer service is vital.

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An apology without an action is worth…

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

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INVERTING THE ROLES

Creating & managing the desire.

loyalty comes from dependence

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minimizing sacrificesatisfaction maximized

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loosely based on a possibly

true story

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consumers have infinite choice

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what will it take?

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Santos Ferreira | Millennium BCP

“surpreendido com o impacto e grau de

organização”

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the week-end team

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O Jornal Público | Editorial

“os rumores

combatem-se com factos”

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some thoughts

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total transparency

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“We can’t be

successful if we don’t lie

to our customers”

Larry Ellison | Oracle

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really?

you really want to do this?

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what privacy?

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Privacy is the price of free

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go deeper

What we do

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go deeper

What we doWhat we should do

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go deeper

What we doWhat we should doWhat we must do

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what’s next?

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KILLER content, service & product

build trustbe authentic

humanemphatic

+/- transparent

experimentlisten & talk &

listen

what to do then?

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

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

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NUNO MACHADO LOPES+351 916 863 [email protected]

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