Keynote aipmm may 2010
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Event in 2010 I was Keynote for AIPMM
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Keynote aipmm may 2010
- 1. AIPMM KEYNOTE MAY 24, 2010
- 2. A FEW QUESTIONS RESEARCH
- 3. QUESTION 1 How many of you have commented on a Blog, Brand website or any other site?
- 4. QUESTION 2 How many of you made a buying decision based on a rating or review of a product from a website you visited
- 5. QUESTION 3 How many of you have asked or been asked for a referral of a product or service and were sent or you sent a link to someone you know?
- 6. QUESTION 4 How many of you have researched a product or service using the newspaper, direct mail or magazine AND made a buying decision based on the research?
- 7. WHY?
- 8. A STORY LOSING CONTROL
- 9. LOSING CONTROL Merged Groups Allowed Feedback Built Trust Gained Credibility Enabled Fans to own Brand Supported the Groundswell *Global Interactive Marketing 2009
- 10. FACEBOOK STATS 4,600+ Photos 95+ Videos 500,000+ Likes 90,000+ Comments 5,000 Mentions a Day *Global Interactive Marketing 2009
- 11. KEY LEARNINGS Increased Loyalty Abandoned Start from Zero Social is a Tactic Fish where the fish are Moderation is a must *Global Interactive Marketing 2009
- 12. A STORY AUDIENCE ALIGNMENT
- 14. LEARNINGS 150 Book Outreach 36,000 Posts Changed Up Approach Built a Groundswell
- 15. THE OPPORTUNITY EARNED MEDIA
- 20. SPEED TO MARKET FREE RESEARCH
- 23. THE SHIFT CHANGE YOUR THINKING
Editor's Notes
- Thank them for having me and open up with questions.
- The movement has begun:• People own Branding today• They talk about your brand• They discuss your brand when you are not there• There refer your brand and competitors to their networks 30+ x a day•
- Earned Media• Building Trust & Authority online
- Earning your audiences attention and social presence:• Touchpoint opportunities• Not relying on Social Networks but building a Community that the brand owns• Building out a SocialCRM database
- Social Networking:• Use as an engagement tool• Searching the database• Reaching new audiences
- Every stage involves a 360 degree thinking process
- Dell’s IdeaStorm• Started to generate responses and feedback on what consumers want• Generates 100’s of ideas, free to Dell• Consumer experience is much higher• Reduced the Research and speed-to-market times from 9 months to 2-1/2 months• Voting allows for escalating the wheat from the chaff as ideas go, community votes
- Bringing great products to market using research from brand followers• Ideas are pushed up by users• Starbucks is giving the medium and the starting points of discussions• The Community takes over, better ideas, less time and unbiased opinions
- The shift from Advertising a product to talking about a product• Huge shift in thinking• People are talking about you and your competition• Push vs Pull Thinking• Shifting your strategy to incorporate social as a channel
- Thanks and it’s been an honor to be here kicking off the event• Enjoy the next 2 days• Social Workshops-we will cover in greater detail how you put this into practice more