2. Nu putem sa NU comunicamplasamentprodus pretetc promovare 3.
Comunicarea pret produs serviciuplanificatamarcom plasamentTot
restulneplanificata 4. Michael Conrad Whats the BIG idea? Product
idea Name idea Design idea Audience idea Distribution idea Business
idea Price idea Communication idea Brand idea Collaboration idea
Media idea Event - idea 5. ??? 6. ??? 7. Takete si Maluma 8. NOMEN
EST OMEN 9. In Out (cei 4P)Out In (cei 4C) ProdusConsumator
PretCost PlasamentConvenabilitate PromovareCommunicare 10. Multe
modele Cei 4 E Experience Exchange Everyplace Evangelism Cei 4 A
Awareness Acceptability Availability Affordability 11. De fapt, e
simplu. Publicitatea = Storytelling De la inceputul lumii, o
singura poveste: Boy meets Girl (BMG)*BMG = O relatie O relatie
(care dureaza) = promisiuni pastrate de ambii parteneri * Variante:
BMB, GMG, BsMG, BsMGs etc. 12. IMC Pastreaza promisiunea facuta
consumatorului Mereu si consecvent Aceeasi promisiune, mereu si
oriunde. 13. Social media is any tool or service that uses the
Internet to facilitate conversations. 14. Social Media is the
biggest change since the industrial revolution. Business Week ,
August, 2005. Companies that dont understand digital communities
will die. The Economist, September, 2005 15. Social media engages
customers, deepens relations, generates extra sales, faster time to
market, better NPD [new product development] and lowers the cost of
doing business. McKinsey survey (2009) 16. Some sociologists
believe humans are just copying machines, basically. In the 1960s
the sales of domestic air conditioning were followed and mapped for
years. Findings showed that the best way to predict who would buy
air conditioning came down to whether a persons neighbor bought it.
People had to see it to be likely to copy it. Facebook, on the
other hand, is like a digital version of the Mexican wave, because
people can see what all their friends are doing. 17. Social media
fulfils a fundamental human need: to communicate. We are social
animals. We like to communicate with each other. Social media
facilitates this by helping us to communicate more easily, to more
people, whenever we want. 18. Social media is not just a marketing
tool. It is, effectively, a new way of running a business. It
requires a new company culture, which in turn requires company-wide
support, systems and incentives. It requires a new mindset: more
listening, less shouting. 19. The ladder of engagement RO(M)I - ROE
20. The ideal customer, or most valuable customer, does not have to
be someone who buys a lot. The ideal customer could be an
influencer who is a small irregular buyer but who posts ratings and
reviews, as the reviews could influence another 100 people. 21.
Believability versus transparency Contribution versus engagement
Participation versus conversation Hearing versus listening
Collaboration versus relationships Empathy versus being human 22.
Classic marketing - SMART goals New marketing - SMARTER goals 23.
Social media is about speaking with, not at people. Engage or die.
Its listening that separates social media experts from social media
theorists.
