Presentatie van Jonathan MacDonald tijdens Mobile Convention Amsterdam 2011

1. jonathan macdonald
@jmacdonald
#MoCoAm

2. optimised information, optimised messages
optimised conversation, optimised response

3. powerful strategies, powerful people,
powerful structures, powerful processes

4. the ultimate goal of
advertising & marketing is
to sell
offering products,
services, content &
communications that
engage people, is the
ultimate way of achieving
that goal

5. 1. the driving forces affecting engagement
1. what these look like in practice
2. key ways of bettering engagement
3. what the results look like

6. 1. the driving forces affecting engagement
1. what these look like in practice
2. key ways of bettering engagement
3. what the results look like

7. objectives | strategies | tactics | tools, platforms, channels

8. capability & affordability of technology
=
objectives | strategies | tactics | tools, platforms, channels

9. capability & affordability of technology
citizen ability to create, edit, publish & share
=
objectives | strategies | tactics | tools, platforms, channels

10. capability & affordability of technology
citizen ability to create, edit, publish & share
brand democratisation
objectives | strategies | tactics | tools, platforms, channels

11. capability & affordability of technology
citizen ability to create, edit, publish & share
brand democratisation
affecting all
objectives | strategies | tactics | tools, platforms, channels

12. 1. the driving forces affecting engagement
1. what these look like in practice
2. key ways of bettering engagement
3. what the results look like

13. 1/3. less attrition between
awareness and conversion,
enhancing engagement –
Amazon NFC payments

14. 2/3. citizen journalism,
empowering engagement –
CNN iReport “where people take
part in the news”

15. 3/3. advocurrency,
rewarding engagement –
Palms Hotel grading guests by
online influence

16. 1. the driving forces affecting engagement
1. what these look like in practice
2. key ways of bettering engagement
3. what the results look like

17. 1/3. increase levels of
understanding –
to engage more effectively

18. 2/3. building relationships –
to engage more strategically

19. 3/3. growing trust –
to engage more respectfully

20. 1. the driving forces affecting engagement
1. what these look like in practice
2. key ways of bettering engagement
3. what the results look like

21. 1/4. positive
interactions –
enabling people to
engage: when, where
and how they desire

22. 2/4. positive sentiment –
learning from opinion while
empowering people to see the
value in sharing

23. 3/4. positive
advocacy –
enabling others to
spread the good
word and defend
you when things
don’t work out

24. 4/4. positive sales
growth –
turning interaction,
sentiment and
advocacy into sales
Real Madrid app
with over 100,000
users spending
av.€12/month

25. if you want to:
increase sales and profit
through higher
engagement with existing
and new users, customers
or consumers
please get in touch

26. jonathan macdonald
me@jonathanmacdonald.com
info@thisfluidworld.com
thisfluidworld.com
info@humandialogue.com
humandialogue.com