Rohit Bhargava, старший вице-президент группы 360 Digital Influence в Ogilvy Public Relations Worldwide рассказал членам Social Media Club Moscow про будущее интернет-маркетинга. Тема выступления: Индивидуальность как маркетинговая философия. Новые медиа прокладывают путь голосу бренда.

1. 5 Ways
1
Personality
Can Reinvent
Your Marketing
Rohit Bhargava
Moscow, Russia – September 13, 2010
PROMO Live, 2007 – Social Media: Evolution to Execution

2. 2
PROMO Live, 2007 – Social Media: Evolution to Execution

3. In 1992, DC Comics killed Superman 3
– and in the following decade, sales
dropped by more than 80%.
PROMO Live, 2007 – Social Media: Evolution to Execution

4. 4
In the past, we fed our consumers …
PROMO Live, 2007 – Social Media: Evolution to Execution

5. 5
And waited for them to come to us.
PROMO Live, 2007 – Social Media: Evolution to Execution

6. 6
Today is different for 3 reasons …
PROMO Live, 2007 – Social Media: Evolution to Execution

7. 1. Technology is not a barrier.

8. 2. Virtual trust is the most influential.

9. 3. The media is now circular.
Photo (c) Tristan Savatier - www.loupiote.com - used by permission

10. The easiest
10
thing to do is
to focus on
all the tools
and how to
use them.
PROMO Live, 2007 – Social Media: Evolution to Execution

11. 11
The problem is there are too many –
and they often change.
PROMO Live, 2007 – Social Media: Evolution to Execution

12. 12
And measurement is incomplete ...
Friends = 547
Followers = 1,387
Fans = 875
ROI = ???
PROMO Live, 2007 – Social Media: Evolution to Execution

13. We need a new way of marketing.

14. A way focused on belief, not sales.
14
PROMO Live, 2007 – Social Media: Evolution to Execution

15. Case Study: Ford (Global)
Increased purchase consideration to 89%.

16. Case Study: Innocent Drinks (UK)
Creating an iconic brand through personality.

17. Case Study: V-Tech Toys (US)
Drive 99% positive conversation with evangelists.

18. 18
Ways
Personality
Can Reinvent
Your Marketing
PROMO Live, 2007 – Social Media: Evolution to Execution

19. 1. Give people a reason to engage.

20. 2. Share a real backstory.

21. 3. Find your accidental spokespeople.

22. 4. Let your
advocates
own your
brand.

23. 5. Stand for something beyond products.

24. Thank You!
24
Blogs + Resources: Get the Book:
blog.ogilvypr.com
www.rohitbhargava.com www.readpni.com
@rohitbhargava
PROMO Live, 2007 – Social Media: Evolution to Execution