10/03/09 1

think big: a new social media pov.ut mba – marketing fellows discussion 10.1.09

company& philosophy

210/03/09

aboutmybusiness.weworkundertheprincipalthatformanycompanies,businessculture,organiza:onalsystemandmarke:ngsiloesarege;nginthewayoftrulyservingcustomers,thepeoplemostimportanttobusiness.andthat,aligningeverythingyoudo,everythingyousaytobestservecustomerscanbeachievedbyamuchcloserlookattheirjourney.Understandingthecustomerjourneyintermsofhowtheylivetheirlife,experienceyourbrand,makedecisionsrelevanttoyourbusinessandengagewithyourproducts.thisisnotnew,companieslikeSouthwestAirlines,NiemenMarcusandZapposhavethisprincipalworkingatthecoreoftheirbusiness.Butnotalldo,infactthey’vefoundsuccesswithoutneedingsuchcloseunderstandingofpeople.Butsomething’schanged,makingitmuchmoredifficulttosurvive(orgetawaywith)withoutacloseconnec:ontocustomers…

game changer

3

digital technologysocial mediums

accessible info

10/03/09

barriersbroken

410/03/09

barriersforpeopletounderstandyourproduct,service,yourperformancehavebeenpulleddown…andpeoplecanseekoutotherstheymighttrustbeforeyou.

marketing convention

510/03/09

butmarketerskeepworkingunderthisoldconven:on.

vs. marketingutility

610/03/09

whentheyshouldbelookingatitincontexttowhatpeoplewantandneed.

how do you define?

710/03/09

but…whatdoesthishavetodowithsocialmedia?howyoudoyoudefinesocialmedia?IsuggestyoureadMartaKagan’spresenta:on“whatthef**kissocialmedia.”it’sbyfarthebest,andthemostengagingpresenta:onsI’veeverseenaboutsocialasamedium,whyitmaRers.

this is not abouttechnology

10/03/09CTCA Strat Review 8

?

10/03/09

whenitcomestosocial,don’tgetcaughtupinthetechfascina:on,theplaSorms,theonlineproper:es.boRomline,thisisnotabouttechnology.

this is about people

910/03/09

it’saboutpeople.socialmedianow,issimplyapeekintothefutureofmarke:ngasawhole.

10

in the not-so distant future

EVERYTHING INMARKETING WILL

BE SOCIAL10/03/09

think bigthink real

10/03/09

The Sultan's Elephant was a show created by the Royal de Luxe theatre company, involving a huge moving mechanical elephant, a giant marionette of a girl and other associated public art installations.

blendworlds

10/03/09CTCA Strat Review 1210/03/09

tellstories

10/03/09

True blood (HBO PROMOTION) creates rich alternate storyline aside itʼs TV show. Previous to this, movie promotionʼs like The Dark Night developed a year long prequel teaser that kept fans guessing.

engineer to engage at every step

10/03/09CTCA Strat Review 14

currency toengage

15

company

marketing requiressocial currencyperson

!! !wtf?

10/03/09

competitionor cause

1610/03/09

spectaclesor experience

1710/03/09

surprises or status

1810/03/09

case study

1910/03/09

http://vimeo.com/6303664

oneofthebestcasesofatruly“social”transmediacampaign.“whysoserious”forreleaseofdarknight.

marketing principles

Human Focused: People’s needs, influences and drivers first before platform and technology.

Beyond Technology: Experiences, a story, meaningful, or larger than life.

Environmental Management & Engineering: Playing close attention to participants and providing real, digital and augmented experiences to interact within.

An Engagement Currency:

2010/03/09

brand empathy

21

company

branding requireslisteningperson

!“…”

10/03/09

social insight

2210/03/09

jonathanharris“wefeelfine.or”showsaglimpseofhowsocialmediaconversa:onscanhelpyouunderstandpeople.there’senormousinsightburiedwithinsocialmedia.muchmortounderstandbeyondvolumetricmeasuresofmen:on,posi:ve/nega:vesen:ments.therearepictures,wordsandquotesthatpaintapictureaboutabrand.

competitivecgm

2310/03/09

weusesocialmediatoseehowpeopledefineabrandvs.howyouthinkitshouldbeportrayed.

social scoring

2410/03/09

wegaincontextintothewhatandwhy,andhelpcompaniesscoretheirsocialbrandpresence.

socialvolumetrics

2510/03/09

…whilealsolookingatthenumbers.

marketingtakeaways

Stay Human Focused: People’s needs, influences and drivers first before platform and technology.

Think Beyond Technology: Experiences, a story, meaningful, or larger than life.

Craft the Environment & Engineer for an Experience. Playing close attention to participants and providing real, digital and augmented experiences to interact within.

Have an Engagement Currency: A reason to engage: competition, status, tangible/intangible reward, content or cause.

Listen, Find Meaning in the Mentions: Look at your brand in terms of how people talk about it vs. how you want it to be percieved.

2610/03/09

social:it’smorethanmedia.it’sthenewframeworkyouneedtoapplytoallofyourmarke:ng.

Andy Hunterpursuitnow.com

email | andyjhunter@pursuitnow.comtwitter | andyhunterblog | experiencefreak.comsms | 50500 reeboot

thank you

10/03/09

speakerbio

28

Andy’s experience spans the marketing communication landscape working for many of the world’s leading fortune 500 brands including American Express, BMW, Walmart, Sears and PwC Consulting. He focuses on digital innovation, web marketing and integrated communication strategy. He is a former ad-agency director and planner having worked for Ogilvy, Young & Rubicam, Hakuhodo Int’l and Hill Holliday. As founder of GSDM’s brand connections practice he led efforts to extend brands into digital experience, emerging technologies and transmedia storytelling.

In parallel to his current duties at PURSUIT, he’s served as an advisor to several new media and technology startups concentrated in the online video, social networking and integrated communications space. He is a past speaker-moderator at events including MIT’s Future of Entertainment, SXSW Interactive and Digital America.

10/03/09

aboutme.

SOCIAL INSPIRATIONS

10/03/09

thought leaders

10/03/09 30

jane mcgonigal russell daviesclay shirky danah boyd mark earlshenry jenkins

Nike+ Campaign

31

Microsite Hub

32

LikemindedBrand Partners

33

Sinceitsincep:onbackinMayof2006,runnershaveusedthe$29Nike+iPodSportKittologcloseto50millionmiles,accordingtoNike.Thekitincludesanin‐shoesensorandareceiverthataRachestoiPod,allowingrunnerstotrackdataon:me,distance,caloriesburnedandpace.

Branded Product Extensions

34

Branded Product Extensions

35

ContentIntegration

36

Social Tools

37

Influencer Engagement

38

Blog

39

Email &Events

40

foursquaresocial app

10/03/09CTCA Strat Review 41

royal de luxe theater company

The Sultan's Elephant was a show created by the Royal de Luxe theatre company, involving a huge moving mechanical elephant, a giant marionette of a girl and other associated public art installations.

red bull flugtag

Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck in hopes of achieving flight! Flugtag may mean "flying day" in German, but all these crafts ultimately splash into the waters below. They are judged not only on their flight's distance, but creativity and showmanship as well.

yelpaugmented reality

New apps blend information, geography and people to create connections among strangers.

tru bloodHBO Alternate

Reality

True blood (HBO PROMOTION) creates rich alternate storyline aside itʼs TV show. Previous to this, movie promotionʼs like The Dark Night developed a year long prequel teaser that kept fans guessing.

signtific lab

Significant Labs games to create breakthrough. Signtific is a collaborative project that brings together multiple non-profit research groups, scientific bodies, government agencies, and university research programs.Signtific is developed and directed by the Institute for the Future, a non-profit futures-research group based in Palo Alto, California.

Come Out &Play Festival

The Come Out & Play Festival seeks to provide a forum for new types of public games and play. We want to bring together a public eager to rediscover the world around them through play with designers interested in producing innovative new games and experiences.

NintendoWii

The Wii crosses age, physical activity and technology boundaries.

zombieflash mobs

NEWCASTLE city centre was turned into a scene from a horror film yesterday as students put on a Halloween show for shoppers.A flash mob descended on Greys Monument and acted as zombies before performing the routine from Michael Jacksons Thriller video.About 50 students turned up for the event, which was organised through text messages

blame drews cancer

5010/03/09

GEORGE LUCASTOURNAMENT OF

ROSES PARADE

bringing some spectacular escapism to pasadena.

Andy Hunterpursuitnow.com

email | andyjhunter@pursuitnow.comtwitter | andyhunterblog | experiencefreak.comsms | 50500 reeboot

thank you

10/03/09

marketing innovationbusiness optimization

research & insight

10/03/09

...this is what we do. hereʼs our team.