panel: the old marketing rules are broken - 50th icca world congress

115
ME205 The old marketing rules are broken Urs Haeusler, Kate Schmitt, Lykle de Vries dinsdag 25 oktober 11

Upload: lykle-de-vries

Post on 20-May-2015

853 views

Category:

Business


0 download

DESCRIPTION

Together with Katrin Schmitt (Webguerillas) and Urs Haeusler (Amiando), we spent an hour outlining how marketing has been changed by Social Media.

TRANSCRIPT

Page 1: Panel: the old marketing rules are broken - 50th ICCA  world congress

ME205The old marketing rules

are brokenUrs Haeusler, Kate Schmitt, Lykle de Vries

dinsdag 25 oktober 11

Page 2: Panel: the old marketing rules are broken - 50th ICCA  world congress

Kate - @nothing_to_addUrs - @ursgossip

Lykle - @lykle

dinsdag 25 oktober 11

Page 3: Panel: the old marketing rules are broken - 50th ICCA  world congress

First, we have some questions for you

dinsdag 25 oktober 11

Page 4: Panel: the old marketing rules are broken - 50th ICCA  world congress

post your questions on our Twitter-wall:

#icca2011sm

dinsdag 25 oktober 11

Page 5: Panel: the old marketing rules are broken - 50th ICCA  world congress

Marketing vs.

Social MediaLykle de Vries - 50th ICCA World Conference

dinsdag 25 oktober 11

Page 6: Panel: the old marketing rules are broken - 50th ICCA  world congress

a plea

dinsdag 25 oktober 11

Page 7: Panel: the old marketing rules are broken - 50th ICCA  world congress

http://www.flickr.com/photos/memestate/54408373/in/photostream/

dinsdag 25 oktober 11

Page 8: Panel: the old marketing rules are broken - 50th ICCA  world congress

http://www.flickr.com/photos/jeffcapeshop/2186416612/

dinsdag 25 oktober 11

Page 9: Panel: the old marketing rules are broken - 50th ICCA  world congress

http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/

dinsdag 25 oktober 11

Page 10: Panel: the old marketing rules are broken - 50th ICCA  world congress

the world has changed

dinsdag 25 oktober 11

Page 11: Panel: the old marketing rules are broken - 50th ICCA  world congress

information is free

dinsdag 25 oktober 11

Page 13: Panel: the old marketing rules are broken - 50th ICCA  world congress

TV

http://www.flickr.com/photos/roadsidepictures/276395210/

dinsdag 25 oktober 11

Page 14: Panel: the old marketing rules are broken - 50th ICCA  world congress

Radio

http://www.flickr.com/photos/imh/3297961043/

dinsdag 25 oktober 11

Page 15: Panel: the old marketing rules are broken - 50th ICCA  world congress

http://www.storytellersmediagroup.com/

dinsdag 25 oktober 11

Page 16: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 17: Panel: the old marketing rules are broken - 50th ICCA  world congress

Closed

Selective

Controlling

dinsdag 25 oktober 11

Page 18: Panel: the old marketing rules are broken - 50th ICCA  world congress

gate keepers

dinsdag 25 oktober 11

Page 19: Panel: the old marketing rules are broken - 50th ICCA  world congress

(are you a gate keeper?)

dinsdag 25 oktober 11

Page 20: Panel: the old marketing rules are broken - 50th ICCA  world congress

do you think you are?

dinsdag 25 oktober 11

Page 21: Panel: the old marketing rules are broken - 50th ICCA  world congress

you might be disappointed...

dinsdag 25 oktober 11

Page 22: Panel: the old marketing rules are broken - 50th ICCA  world congress

gate keepers

dinsdag 25 oktober 11

Page 23: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 24: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 25: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 26: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 27: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 28: Panel: the old marketing rules are broken - 50th ICCA  world congress

weblog/twitter/facebook:

my own information channel

dinsdag 25 oktober 11

Page 29: Panel: the old marketing rules are broken - 50th ICCA  world congress

weblog/twitter/facebook:

my own information channel

on internet

dinsdag 25 oktober 11

Page 30: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 31: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 36: Panel: the old marketing rules are broken - 50th ICCA  world congress

http://www.flickr.com/photos/rosefirerising/3841043935/

dinsdag 25 oktober 11

Page 37: Panel: the old marketing rules are broken - 50th ICCA  world congress

28

Positive experiences are bigger conversation starters than negative

experiences. People like positive stuff.

dinsdag 25 oktober 11

Page 38: Panel: the old marketing rules are broken - 50th ICCA  world congress

“Marketing is the price you pay for being unremarkable”

(Robert Stephens, founder of the Geek Squad)

http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/

dinsdag 25 oktober 11

Page 39: Panel: the old marketing rules are broken - 50th ICCA  world congress

“Marketing is the price you pay for being unremarkable”

(Robert Stephens, founder of the Geek Squad)

http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/

bad product

dinsdag 25 oktober 11

Page 40: Panel: the old marketing rules are broken - 50th ICCA  world congress

“Marketing is the price you pay for being unremarkable”

(Robert Stephens, founder of the Geek Squad)

http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/

bad product

bad service

dinsdag 25 oktober 11

Page 41: Panel: the old marketing rules are broken - 50th ICCA  world congress

so be remarkable

dinsdag 25 oktober 11

Page 42: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 43: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 44: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 45: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 46: Panel: the old marketing rules are broken - 50th ICCA  world congress

start the conversation

dinsdag 25 oktober 11

Page 47: Panel: the old marketing rules are broken - 50th ICCA  world congress

start the conversation

dinsdag 25 oktober 11

Page 48: Panel: the old marketing rules are broken - 50th ICCA  world congress

experts

dinsdag 25 oktober 11

Page 49: Panel: the old marketing rules are broken - 50th ICCA  world congress

audience

dinsdag 25 oktober 11

Page 50: Panel: the old marketing rules are broken - 50th ICCA  world congress

first:

dinsdag 25 oktober 11

Page 51: Panel: the old marketing rules are broken - 50th ICCA  world congress

about

whodo you

want totalk to

?whatand where

do you find them

dinsdag 25 oktober 11

Page 52: Panel: the old marketing rules are broken - 50th ICCA  world congress

next:

dinsdag 25 oktober 11

Page 53: Panel: the old marketing rules are broken - 50th ICCA  world congress

.........dinsdag 25 oktober 11

Page 54: Panel: the old marketing rules are broken - 50th ICCA  world congress

contact conversation content

.........dinsdag 25 oktober 11

Page 55: Panel: the old marketing rules are broken - 50th ICCA  world congress

contact conversation content

.........dinsdag 25 oktober 11

Page 56: Panel: the old marketing rules are broken - 50th ICCA  world congress

contact conversation content

...

.........

...

dinsdag 25 oktober 11

Page 57: Panel: the old marketing rules are broken - 50th ICCA  world congress

contact conversation content

...

...

.........

...

...

dinsdag 25 oktober 11

Page 58: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 59: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 60: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 61: Panel: the old marketing rules are broken - 50th ICCA  world congress

http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/

dinsdag 25 oktober 11

Page 62: Panel: the old marketing rules are broken - 50th ICCA  world congress

http://www.flickr.com/photos/highersights/6231641551/

dinsdag 25 oktober 11

Page 65: Panel: the old marketing rules are broken - 50th ICCA  world congress

dinsdag 25 oktober 11

Page 66: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

SOCIAL MEDIA FOR THE MEETING INDUSTRY?• YES!

•Social Recruiting - Saves Money and Time.•Social Market Research - Validating and Extending your

Reports.•Social Innovation - Crowdsourcing as your Ear on the Market.•Social Promotion - Viral Ticketing and Media to gain

Participants.•Social Sharing - Spreading Know-how and Knowledge among

the carefully targeted groups.

dinsdag 25 oktober 11

Page 67: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

YOUR APPROACH

•Define your target: What do you actually want to achieve?

•Monitor beforehand: What is spoken where on the web about you? >Sentimend plus qualtiative analysis.

•Find your Story, linking into your actual main campaign

•Set up your Strategy, including Content-/ Issueplanning, choose the platforms that suit your story.

•Be brave roll it out, starting small.

•Don‘t forget media support and Monitoring measures.

dinsdag 25 oktober 11

Page 68: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

THAT MEANS:

• Deliver topics, people would like to talk about and share with their network.

• Provide offers, of which Users want to know more.

• Open up and provide behind the scenes information.

• Offer projects, in which people would like to participate.

• Be a platform on which users can communicate with you and among each other.

dinsdag 25 oktober 11

Page 69: Panel: the old marketing rules are broken - 50th ICCA  world congress

Contests/ Initiatives

Your Storys...

Consumers‘ or Clients

World

You

Company/ Brand

Products

UGC,???

dinsdag 25 oktober 11

Page 70: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

dinsdag 25 oktober 11

Page 71: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

Cross media anniversary campaign „150 years of Mammut“ - Print/ Online/ App / Tradeshow, B-2-B.

dinsdag 25 oktober 11

Page 72: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

dinsdag 25 oktober 11

Page 73: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

I AM A SM MANAGER,I AM A(N)...

Curious Researcher

Eloquent Moderator

Edgy communicator

Secret MessengerVery understanding Editor

Nerdy Nerd

Crisis-tackler

Detail-Loving Strategist

Shitstorm-WhispererOnline-Addict

Trend-Sniffer

Internal Pacemaker

Transmedia Thinker

Believer in Gamification

Creative Conceptor

Online 18/7.

I am used to Sado Maso Jokes

Outside of the Box Thinker

Bridge-Builder

Restructurer

Timings-Lover

Exhbitionistic Adaptor

Stakeholder UnderstanderCSR Observer

Overtime-Worker

Fairytale Inventor

dinsdag 25 oktober 11

Page 74: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

>ADD WISE SENTENCE HERE ABOUT THE BREAD AND BUTTER OF SM.

dinsdag 25 oktober 11

Page 75: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

Actions

CENTRALSOCIAL MEDIA HUB

Constant Moderation

OTHER OPTIONALSOCIAL MEDIA CHANNEL

FacebookPlaces Blogs

OFFLINE CONTENTeg. Offline-Events

OPTIONAL: LINK YOUR SM-ACTIVITIES TO OFFLINE. OPTIMIZING INTERFACES

Links to importan Websites such as Homepage.

Forums and special Communities

SM-STRATEGY DEVELOPMENT

e.g.

dinsdag 25 oktober 11

Page 76: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

EXAMPLE: CONTENTPLANNING

dinsdag 25 oktober 11

Page 77: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

EXAMPLE: ISSUE MANAGEMENT

dinsdag 25 oktober 11

Page 78: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

ISSUE MANAGMENT (2)ACCOMPANIED BY...•List of Contacts/ People in charge;

• especially defining the contact chain on weekends - the Social Web never closes, it truly is an eternal dialogue.

•Definition of how issues on different platforms are treated;

•Evolving issues protocol for monitoring and evaluation.

dinsdag 25 oktober 11

Page 79: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

MONITORING BEFOREAND AFTER...•Via SM2 for example.

dinsdag 25 oktober 11

Page 80: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

AnalysisStrategy

Structures and + Processes

QualificationInhouse Trainings

Social Media Guidelines

Corporate Blogging/ Twitter

Involvement of Influentials

Media Programming Integrated Media Campaigns

Moderation Issue Management Reporting/ Monitoring

Video/ Podcast STORY TELLING B2B Social Media Marketing

SOCIAL MEDIA MARKETING FOR GOMEZ INCLUDES...

dinsdag 25 oktober 11

Page 81: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

LINKS BETWEEN SM ANDTHE MEETINGS INDUSTRY

AnalysisStrategy

Structures and + Processes

QualificationInhouse Trainings

Social Media Guidelines

Corporate Blogging/ Twitter

Involvement of Influentials

Media Programming Integrated Media Campaigns

Moderation Issue Management Reporting/Monitoring

Video/ Podcast STORY TELLINGB2B Social Media

Marketing

dinsdag 25 oktober 11

Page 82: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

• Specialist for Below the Line Marketing• Founded: 2000 AD• Headoffice: Munich, 60 employees

Branch: since 10/2011 in Zuerich, 18 employees• Stakeholder of APPadvisors and UnserAller (mobile

apps and crowdsourcing)• Owned and Managed by David Eicher and: Gomez.

FACTS + FIGURES.WEBGUERILLAS

dinsdag 25 oktober 11

Page 84: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

Guerilla Marketing (offline) incl. online extension and accompanying PR

AMBIENT/ AMBUSH MARKETING:

dinsdag 25 oktober 11

Page 85: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

(Sensation-)Event-Marketingincl. online extension

(SENSATION-)EVENT-MARKETING

dinsdag 25 oktober 11

Page 86: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

dinsdag 25 oktober 11

Page 87: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

dinsdag 25 oktober 11

Page 88: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

Lycos: Dog-Chancellor (Hundeskanzler):

Guerilla Event. In the proximity of the candidates Schröder and Stoiber, paper dogs with provocative statements where placed - and gained much attention.

GUERILLA MARKETING

dinsdag 25 oktober 11

Page 89: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

Lycos: Dog-Chancellor (Hundeskanzler):

Guerilla Event. In the proximity of the candidates Schröder and Stoiber, paper dogs with provocative statements where placed - and gained much attention.

GUERILLA MARKETING

dinsdag 25 oktober 11

Page 90: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

Lee Jeans: Events at Open-Air-Festivals, delivering storys for different media, which where communicated free of charge. – Guitars: Bands acknowledged fans with Lee guitars while playing live, and asked them on stage.– Jeans Dropper: Every 500 SMS sent to a special number, the Zeppelin dropped a jeans into the crowd.

dinsdag 25 oktober 11

Page 91: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

Lee Jeans: Events at Open-Air-Festivals, delivering storys for different media, which where communicated free of charge. – Guitars: Bands acknowledged fans with Lee guitars while playing live, and asked them on stage.– Jeans Dropper: Every 500 SMS sent to a special number, the Zeppelin dropped a jeans into the crowd.

dinsdag 25 oktober 11

Page 92: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

GomeZ on vacation.Rare, but happenZ...

dinsdag 25 oktober 11

Page 93: Panel: the old marketing rules are broken - 50th ICCA  world congress

©

PLEASE... GET IN TOUCH!

WEBGUERILLAS AGStauffacherstr. 318004 Zürich

T 0041-442-961-221F 0041-442-961-223

www.webguerillas.ch

Twitter: .com/nothing_to_add

Facebook: .com/dajume

LinkedIn: ch.linkedin.com/in/kateschmitt

YouTube: .com/user/ohnezuckerzusatz

G+: Kate S.

Brainwash: brainwash.webguerillas.de/autoren/katrin-schmitt/

Quora: .com/Kate-Smith-1

Email: [email protected]

dinsdag 25 oktober 11

Page 94: Panel: the old marketing rules are broken - 50th ICCA  world congress

Event Management 2.0 – How Social Media Marketing Enhances Ticketing

dinsdag 25 oktober 11

Page 95: Panel: the old marketing rules are broken - 50th ICCA  world congress

Facts…

Quelle: Facebookmarketing.de & http://www.checkfacebook.com/

• Worldwide more than 800.000.000 user • Fastest growing group = over 50 year old

(USA over 25% of FB user are older than 45 years) • USA over 70% of whole population / Germany 40%) • Users are in average connected with 130 friends

dinsdag 25 oktober 11

Page 96: Panel: the old marketing rules are broken - 50th ICCA  world congress

the Sky is the limit ;-)

dinsdag 25 oktober 11

Page 97: Panel: the old marketing rules are broken - 50th ICCA  world congress

200+ million users

dinsdag 25 oktober 11

Page 98: Panel: the old marketing rules are broken - 50th ICCA  world congress

Connect  the  world’s  professionals to make them more productive and successful

dinsdag 25 oktober 11

Page 99: Panel: the old marketing rules are broken - 50th ICCA  world congress

• More than 11.1 million members (mainly DACH) (June 2011) use XING to boost their business, job and career.

• XING is a platform where professionals from all kinds of different industries can meet up

• More than 170,000 events promoted on XING every year

• Members can meet and exchange views in around 50,000 specialist groups

dinsdag 25 oktober 11

Page 100: Panel: the old marketing rules are broken - 50th ICCA  world congress

The Starting Point for Social Media and Events

1. Use Social Media (Facebook, Twitter, XING, etc.) – your customers (the attendees) are already there!

2. Gives you a direct contact with customers (viral marketing, 2-way-channel, feedback,…)

1. Gives you chance to build up a relationship with

your most important "asset" – your attendees

dinsdag 25 oktober 11

Page 101: Panel: the old marketing rules are broken - 50th ICCA  world congress

Social Media Report: Results

1. Facebook, Twitter & XING are key for reach, virality & dialogue

2. 80% of organisers want to increase future activity

3. Goals: event promotion, gaining information & attendees 4. Problems: lack of time, complex  ROI  calculation… …BUT: 60% don't use monitoring tools

dinsdag 25 oktober 11

Page 102: Panel: the old marketing rules are broken - 50th ICCA  world congress

Set vs. realised goals

Slight deviation between set- (blue) and realised goals (green). Main goal: increasing event awareness. Outcome: social media goals realisable for organisers.

dinsdag 25 oktober 11

Page 103: Panel: the old marketing rules are broken - 50th ICCA  world congress

Network-related tips: How to use Social Media

dinsdag 25 oktober 11

Page 104: Panel: the old marketing rules are broken - 50th ICCA  world congress

Create Facebook Fanpage for event Circulate relevant content early

Event-related information, interviews, photos, videos Likes & Comments promote your event virally on Facebook

amiando's social ticketing app: ticketing with Facebook

dinsdag 25 oktober 11

Page 105: Panel: the old marketing rules are broken - 50th ICCA  world congress

Create Twitter Account for event Information pre- and post event Event Hashtag -> "bundles" event-related communication Twitter monitoring: immediate reaction possible, valuable feedback

dinsdag 25 oktober 11

Page 106: Panel: the old marketing rules are broken - 50th ICCA  world congress

Create event and ticket-sale on XING XING-groups and existing contacts for reach and effective event

marketing Recommend event: Attendees recommended event according to profile

dinsdag 25 oktober 11

Page 107: Panel: the old marketing rules are broken - 50th ICCA  world congress

Create YouTube channel for event Pre-event videos: Interviews with speakers Post-event videos: key points, presentations, interviews Multiple-platform videos: Facebook, Twitter

dinsdag 25 oktober 11

Page 108: Panel: the old marketing rules are broken - 50th ICCA  world congress

Create event on Foursquare Check-ins:

Participants circulated in own network Networking effect (meeting online)

Check-ins incentivise with rewards: badges, giveaways etc.…

dinsdag 25 oktober 11

Page 109: Panel: the old marketing rules are broken - 50th ICCA  world congress

Conclusion…

Puts you closer to your audience (target group)

Close relationship and direct dialogue with target group

An addition to traditional ticketing channels

Ticket sales with minimal marketing costs

Information about existing-/potential customers

Long-term relationship with attendees/ target group

Remember to exploit these possibilities!!!

Social Media:

dinsdag 25 oktober 11

Page 110: Panel: the old marketing rules are broken - 50th ICCA  world congress

http://www.amiando.com/socialmediareport_en

Kompletter Report kostenlos herunterladen

dinsdag 25 oktober 11

Page 111: Panel: the old marketing rules are broken - 50th ICCA  world congress

Contact

Urs Haeusler Head of Sales

amiando GmbH

Sandstraße 33, 80335 Munich, Germany Phone: +49 (89) 5527358-33, Fax: +49 (89) 5527358-10

[email protected]

www.amiando.com

dinsdag 25 oktober 11

Page 112: Panel: the old marketing rules are broken - 50th ICCA  world congress

panel

dinsdag 25 oktober 11

Page 113: Panel: the old marketing rules are broken - 50th ICCA  world congress

final question

dinsdag 25 oktober 11

Page 114: Panel: the old marketing rules are broken - 50th ICCA  world congress

Thank you!

dinsdag 25 oktober 11

Page 115: Panel: the old marketing rules are broken - 50th ICCA  world congress

Kate - @nothing_to_addUrs - @ursgossip

Lykle - @lykle

dinsdag 25 oktober 11