consumer is the new media
TRANSCRIPT
@fanzures #SMSummit2015
!
WELCOME TO THE FUTURE
WHICH IS NOW
!
SPEED IS THE NAME
!
OF THE GAME
!
CONSUMER IS EVOLVING
WELCOME #SMSummit2015
Consumer is the New MEDIA
!
WHO WATCHED
TV THIS WEEK?
COULD YOU PLEASE RECALL
AN AD?
!
75% does not remember a
TV AD at 1st mention
Bain & Co. 2014 Media Study
CONSUMER is the
NEW MEDIA
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LET ME START BY TELLING YOU
A STORY
!
IS DEAD?
!
WHY KODAK
Digital Camera Smartphone Photo App.
SILENCE
!
SILENCE KILLs BRANDS
MAKETING is all about
Conversations
CONSUMER MASSIVE
VEHICLE OF
COMMUNICATION
Is all about conversations
Social Media
Is all about conversations
NEW? CONVERSATIONS
30,000 Yrs.
¿WHY WE TALK?
What make us TALK?
What make your consumer talk about your BRAND?
“We talk to build ourselves Before others” FERNANDO ANZURES
CRAZY
SLIDE TAKEN FROM WOMMOLOGY in SLIDESHARE
SOCIAL CURRENCY? HAVE YOU HEARD ABOUT THE TERM
SOCIAL CURRENCY THE ART OF MAKING PEOPLE SPEND
THEIR VOICE TOWARDS YOUR BRAND
SLIDE TAKEN FROM WOMMOLOGY in SLIDESHARE
!
ONE GOOD AND ONE
BAD NEWS www.fernandoanzures.com
impacts
3,000 www.fernandoanzures.com
THE BAD NEWS
10,000
brands
6% Brand recall
www.fernandoanzures.com
NEW GENS
Y
SELFIE
SHARING
NEW
NEED
S
SURVEY 500+ Y GEN
Lack of atention CONCENTRATION RATIO from 5mins. to 7segs Fuente: Media Bistro 2011
Attention Economy Michael Golhaber
www.fernandoanzures.com
Z Generation
www.fernandoanzures.com
Philip Kotler
THE ERA OF
MAKING PEOPLE
TALK
SOCIAL +
T E C H N O L O G Y
8.5 10
TRUST ON WOM Global research study 2013
OUT OF
Andy Sernovitz WOM Marketing “El arte de escuchar, entender y generar conversaciones”
Martin Lindstrom Word of Mouth IS Simply the most powerful Marketing tool available
“The Brain activates parts only possible to Activate with a friend recommendation”
Martin Lindstrom
90% of human interactions Is not ON-LINE
Jonah Berger
1 Is all about the STORY
S STORYTELLING
“Marketing is not longer about the
products you sell but the stories you tell”
www.fernandoanzures.com
THEM PART OF THE STORY 2 INVOLVE PEOPLE AND MAKE
BLAKE MYCOSKIE SOCIAL CAUSE
SOCIAL CAUSES SPREAD FASTER
ONE FOR ONE
3CREATE
UNIQUE EXPERIENCES
www.fernandoanzures.com
WORD OF M O U T H
FROM LIKE TO BUY 4
JACK MA
A brand That speaks by itself
5 CREATE
RECRUITING – CREATING TRIBES –
GENERATING CONVERSATION –
EMPOWERING SHARING
DESIGN WOM
PRICE
How to launch a Book and become a best seller in 9 months w/o big
marketing investments?
-‐ CreaUng a Community -‐ Joining the ConversaUon -‐ Giving them reasons to talk about the book -‐
Reward them -‐ Involve them -‐ Facilitate the Purchase
FISH WHERE FISHES
TWEETS
EMPOWER USER, EXPLOD THE SOCIAL MEDIA POWER
!
HOW TO DOUBLE
EVENT ATTENDANTS
IN ONE YEAR?
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HOW TO DOUBLE UP
AGAIN?
¿YOUR BRAND FINISHES in
CONVERSATION TABLES?
On-line W/O off line IS
outline
Today CONSUMER Is the MEDIA ON LINE W/O FF LINE is OUTLINE
MOVE FROM LIKE TO BUY STORY TELLING + CONTENT MARKETING
EXPERIENCE + SERVICE WOM BOOSTERS
FIND YOUR PURPLE COW AND CREATE A TRIBE AROUND IT
Thanks and lets keep TALKING. @fanzures ,
www.fernandoanzures.com
Consumer is the New MEDIA