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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.
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PROMO Live, 2007 – Social Media: Evolution to Execution
1
5 Ways Personality
Can ReinventYour Marketing
Rohit BhargavaMoscow, Russia – September 13, 2010
PROMO Live, 2007 – Social Media: Evolution to Execution
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PROMO Live, 2007 – Social Media: Evolution to Execution
3In 1992, DC Comics killed Superman – and in the following decade, sales dropped by more than 80%.
PROMO Live, 2007 – Social Media: Evolution to Execution
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In the past, we fed our consumers …
PROMO Live, 2007 – Social Media: Evolution to Execution
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And waited for them to come to us.
PROMO Live, 2007 – Social Media: Evolution to Execution
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Today is different for 3 reasons …
1. Technology is not a barrier.
2. Virtual trust is the most influential.
3. The media is now circular.
Photo (c) Tristan Savatier - www.loupiote.com - used by permission
PROMO Live, 2007 – Social Media: Evolution to Execution
10The easiest thing to do is
to focus on all the tools and how to
use them.
PROMO Live, 2007 – Social Media: Evolution to Execution
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The problem is there are too many –and they often change.
PROMO Live, 2007 – Social Media: Evolution to Execution
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And measurement is incomplete ...
Friends = 547Followers = 1,387Fans = 875
ROI = ???
We need a new way of marketing.
PROMO Live, 2007 – Social Media: Evolution to Execution
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A way focused on belief, not sales.
Case Study: Ford (Global)Increased purchase consideration to 89%.
Case Study: Innocent Drinks (UK)Creating an iconic brand through personality.
Case Study: V-Tech Toys (US)Drive 99% positive conversation with evangelists.
PROMO Live, 2007 – Social Media: Evolution to Execution
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Ways Personality
Can Reinvent Your Marketing
1. Give people a reason to engage.
2. Share a real backstory.
3. Find your accidental spokespeople.
4. Let your advocates own your brand.
5. Stand for something beyond products.
PROMO Live, 2007 – Social Media: Evolution to Execution
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Thank You!Get the Book:
blog.ogilvypr.comwww.rohitbhargava.com
Blogs + Resources:
www.readpni.com
@rohitbhargava
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