LIVErtising 1 Bring the Love Back OFFICE2011 back to Office 2008

Issues in Marketing Communication:

Issues in Marketing Communication Bring the Love Back : From Communication to Conversation

What does the advertiser answer?:

What does the advertiser answer? Coupons, you want coupons! You can’t tell me you missed the billboard on Time Square? I know everything about you: you’re 28 to 34 with a modest disposable income What about the print campaign?

What does the consumer feel?:

What does the consumer feel ? This is not exactly a dialogue You do all the talking It’s not genuine You’re not even listening, are you? If you knew me, you’d know I don’t care about that!

The Good:

The Good

The Bad:

The Bad

The Bad:

The Bad “It’s OK to be ghetto”

The Ugly:

The Ugly

Slide 13:

Doritos « Live the Flaver » FedEx Chevy Tahoe UGC

Why is this UGC ad-as-usual?:

Why is this UGC ad-as-usual? 30’’ commercial-format t he brand remains untouchable involves « creative » consumers only

Slide 15:

http://www.gapingvoid.com/Moveable_Type/archives/hugh9876.jpg

What can we learn from this?:

What can we learn from this? Doritos: campaign setup

What can we learn from this?:

What can we learn from this? $12 $2.6M

What can we learn from this?:

Doritos: engagement What can we learn from this?

What can we learn from this?:

What can we learn from this?

What can we learn from this?:

What can we learn from this?

What can we learn from this?:

What can we learn from this? Forget Iraq's missing weapons - here's the real weapon of mass destruction, killing an extra 1,000 smaller-vehicle occupants, cyclists and pedestrians annually. This SUV gets 12 miles to the gallon, releases tons of carbon every year that'll stay in the atmosphere for 100 years. Temperatures are rising, polar icecaps are melting. What will you tell your kids?

What does the consumer say?:

What does the consumer say? It’s just I’ve changed, and you haven’t!

Slide 26:

Comcast technician

Slide 28:

#1 People SEARCH for (brand) info

Slide 33:

# 2 People SHARE (brand) info

Slide 35:

#3 People GET CREATIVE with brands

Slide 38:

#4 People ORGANIZE (themselves AND around brands)

Slide 40:

#5 People BROADCAST

Slide 42:

#6 People REACT (to brands)

How has your CONSUMER changed?:

How has your CONSUMER changed? people SEARCH people SHARE people GET CREATIVE people ORGANIZE people BROADCAST people REACT

Where has the « consumer » gone?:

Where has the « consumer » gone?

What does that mean for BRANDS?:

What does that mean for BRANDS? brands are a conversation topic; they are an ingredient of people’s lives content is spontaneous, unmonitored, uncensored consumers are connected and empowered

Where has the « consumer » gone?:

Where has the « consumer » gone?

Every year its BUZZword:

Every year its BUZZword Facebook Second Life Twitter Quora Wikipedia Path Youtube 2001 2003 2004 2005 2006 2009 2010 2004 2003 2006 2009 2001 2010 2005

Slide 51:

The New York Times now counts more readers on Twitter than readers of its paper edition. Over 3 times more , with 3M twitter followers. The second most popular fan page on FB is Coke . It is not owned by Coke.

Web 2.0 concepts:

Web 2.0 concepts Web as a platform / SaaS Collective intelligence / crowdsourcing Rich User Experience Perpetual beta User-centric architecture

Web 2.0 concepts : assignment:

Web 2.0 concepts : assignment Web as a platform / SaaS Collective intelligence / crowdsourcing Rich User Experience Perpetual beta User-centric architecture

Issues in Marketing Communication: LIVErtising:

Issues in Marketing Communication: LIVErtising From broadcasting and interruption to engagement, participation and contribution

What is the Web 2.0 model?:

http://esnips.blogs.com/about_esnips_/2007/04/web_20_ecosyste.html What is the Web 2.0 model?

What is today’s Web 2.0 model?:

What is today’s Web 2.0 model?

Want an example?:

Want an example?

Slide 60:

WEB 2.0

Slide 61:

WEB 2.0

Slide 62:

Does this relate to advertising ? Isn’t advertising there to create notoriety ? Is advertising not supposed to put across messages ? Is advertising not meant to target consumers ? Yes, this relates to market conversation No, advertising 2.0 is there to create affinity through experience No, advertising is conductive to engagement No, advertising is there to address people What about advertising ?

Slide 64:

Who is « consumer 2.0 »?

Slide 65:

Who is « consumer 2.0 »? Generation C is also Generation P P ersonalisation P articipation P latform P osting P eer-to-peer PROsumer

Slide 66:

What is a prosumer ?

Slide 67:

But...

But…:

But…

Slide 69:

Still...

Still…:

Still… 75,000 640

Slide 71:

So...?

Slide 72:

Our universe is a network The experience is the brand differentiator Technology is the explosive ingredient Stan Rapp, chairman www.engauge.com What are our FUNDAMENTALS ? WEB 2.0

78% vs 95%:

78% vs 95% 8.2 M 12hrs/wk How connected is Belgium? MediaScore – IWS June 2010

99%:

99% 51% 5.7M ISPA 2009 How connected is Belgium?

Slide 77:

The Internet is the center of the universe The experience is the brand differentiator The technology is the explosive ingredient Stan Rapp, chairman www.engauge.com What are our FUNDAMENTALS ? WEB 2.0 The media are turning SOCIAL

What are our keywords?:

What are our keywords? Engagement Bottom-up vs Top-down Participation Networking Conversation Prosumers

From Jet failure to Blue promise in 2’35”:

From Jet failure to Blue promise in 2 ’ 35 ”

Slide 82:

LIVErtising.net/blog @LIVErtising

Users have started participating:

Users have started participating Networkers Critics Syndicated Editors Experts Broadcasters Publishers

Users have started participating:

Users have started participating Networkers Critics Syndicated Editors Experts Broadcasters Publishers