Presentation to the UT McCombs Business School-Marketing Fellows group.
(for more thinking see experiencefreak.com)
Think Big: A New Social Point of View, discusses the impact of technology on marketing and the need to change the management context, organizational structures and philosophy behind executing marketing campaigns.
Everything's increasing social.. and social media as a tactic is the wrong context. Storytelling campaigns that have inherently social elements and a social currency will be the future of brand marketing.
Inspiration and fodder for the presentation includes past thinking from thought leaders Henry Jenkins, Jane McGonigal, Mark Earls, Russell Davies and others.
19. case study
http://vimeo.com/6303664
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20. marketing
principles
Human Focused:
People’s needs, influences and drivers first before platform and technology.
Beyond Technology:
Experiences, a story, meaningful, or larger than life.
Environmental Management & Engineering:
Playing close attention to participants and providing real, digital and augmented experiences to interact within.
An Engagement Currency:
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21. brand empathy
branding
!
“…”
requires
company person
listening
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26. marketing
takeaways
Stay Human Focused:
People’s needs, influences and drivers first before platform and technology.
Think Beyond Technology:
Experiences, a story, meaningful, or larger than life.
Craft the Environment & Engineer for an Experience.
Playing close attention to participants and providing real, digital and augmented experiences to interact within.
Have an Engagement Currency:
A reason to engage: competition, status, tangible/intangible reward, content or cause.
Listen, Find Meaning in the Mentions:
Look at your brand in terms of how people talk about it vs. how you want it to be percieved.
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28. speaker
bio
Andy’s experience spans the marketing communication landscape
working for many of the world’s leading fortune 500 brands including
American Express, BMW, Walmart, Sears and PwC Consulting. He
focuses on digital innovation, web marketing and integrated
communication strategy. He is a former ad-agency director and
planner having worked for Ogilvy, Young & Rubicam, Hakuhodo Int’l
and Hill Holliday. As founder of GSDM’s brand connections practice
he led efforts to extend brands into digital experience, emerging
technologies and transmedia storytelling.
In parallel to his current duties at PURSUIT, he’s served as an advisor to
several new media and technology startups concentrated in the
online video, social networking and integrated communications space.
He is a past speaker-moderator at events including MIT’s Future of
Entertainment, SXSW Interactive and Digital America.
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