Everything changed - Lisbon Challenge

EVERYTHING CHANGED again

Good News

make something great…marketing can’t help a bad

product

| Bad News

delusional vs. optimistic

find reasons not to do your startup

beware of validation

integrate marketing

from design2reality

offline

online

FACTor

PERCEPTION

RightNow | July 2011 Study

58% expect response42% expect with 24hrsyet only22% get response at all

Bill Clinton | DreamForce Keynote 2010

“You are all in the tomorrow

business.”

pause

Tech works, sometimes people don’t

From small to large

online

Helping you shop online…

Automation ?

Scale ?

offline

online

Hey!

Ouch

the quick fix

the social media diet

The Guardian Newspaper on Social Media

The Guardian Newspaper on Social Media

You are not who you say you are

You are not who you say you are

Reputation by association

Reputation by association

fast forward

MOBILE THROUGH

THE GENERATION

S

with luck community becomes a movement

create vibrant communities…so much more than the

conversation

meaningful relationships

talking to brands is a little like…

MARKETINGurgently needs a redesign

at war with the consumer

the new-improved consumer

author (wordpress)

expert (wikipedia)

dj (iTunes)

producer (YouTube)

editor (digg)

a network (friends)

critic (Amazon)

journalist (iReport CNN)

pirate / innovator (?)

syndicator (RSS)

What? | the 50/50 rule?

retention vs. acquisition

poor stupid customer

lots of followers & fans.

lots of followers & fans means…

MARKETINGwhat’s behind the door

social

market

$

THE EXPERIENCEcreating moments | it’s in the details

actual experience

experiencing self

remembering self

* psychological moment lasts for 3 seconds

that’s 600,000 per month...

the memory

experiencing self

remembering self

* we don’t choose between experiences, we choose between

memories of experiences

experience gap

Customer service is vital.

An apology without an action is worth…

Guerilla Marketing | ft. the consumer* Source: Bruno Figueiredo

INVERTING THE ROLES

Creating & managing the desire.

loyalty comes from dependence

minimizing sacrificesatisfaction maximized

Good News

make something great…marketing can’t help a bad

product

| Bad News

loosely based on a possibly

true story

consumers have infinite choice

some thoughts

total transparency

“We can’t be

successful if we don’t lie

to our customers”

Larry Ellison | Oracle

really?

you really want to do this?

what privacy?

Privacy is the price of free

go deeper

What we do

go deeper

What we doWhat we should do

go deeper

What we doWhat we should doWhat we must do

what’s next?

Good News

make something great…marketing can’t help a bad

product

| Bad News

KILLER content, service & product

build trustbe authentic

humanemphatic

+/- transparent

experimentlisten & talk &

listen

what to do then?

the more you turn left, the more you’ll learn to turn right

TOOLS EXIST.Gurus who know how to use & interpret them,not really.

NUNO MACHADO LOPES+351 916 863 [email protected]

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