This document summarizes key points from a CMO Congress event in Gdansk, Poland in June 2013. It includes 3 main points: 1. Tips for effective social media marketing, including focusing on engagement over likes and the power of sharing content over accumulating page likes. 2. Insights into buyer psychology, noting that purchasing decisions are largely emotional and buyers rationalize choices after the fact. The importance of creating a "feel good feeling" is emphasized. 3. Observations about the power of names, words, and calls to action in marketing, such as choosing more inclusive language like "get your thing" over "get my thing" and testing alternatives. Experimentation is highlighted as important

1. CMO CONGRESS
GDANSK, POLAND June 2013

2. @michaelleander
#michaelleander
Pictures here:
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander
Email address: michael@michaelleander.me

3. ACTION
TALK

4. @shivsingh http://goingsocialnow.com
The purpose of a business
is to create a customer
who creates customers

5. Meet your customers
where they are

8. Which presentation?
A – With funny videos
B – Without funny videos

9. Video 1

10. How do most people make
buying decisions?
With logic With emotions

11. Buyers don’t make logical,
rational buying decisions.
They make emotional decisions
and then justify those decisions by
rationalizing them
after the fact.
70/30

12. Whatever you do, make sure that
you create a [unique] feel good feeling

13. Observations
& a few
tactical tips

14. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
Action is best
Like is NOT a currency, engagement is @michaelleander

15. The power of social is in the share
Page likes 5.000
Shared 222
Reach 23.168
Clicks ?
Likes 74
Call to
action

16. Video 2 - The Power of Paper

17. The power
of
marketing
is in the
conversion

18. Use commonsense > increase
your conversion rates
Banner advertisement
Landing page

19. The Danger of
Band Wagon

21. New opportunities to interact
and get a response from your
audience using QR codes (or not)

22. Me too, me too, me too,
me too, me too, me too !

23. Drink and scan –
if you can !

24. The Power of Mobility &
Opportunities in 2nd Screen

26. Scan and
download
a book

27. New challenges,
new opportunities
Touch

29. Does she scroll?
• Average pixel length of
a vertical scroll?

30. Responsive web design – make sure you deliver a
good to great experience across all devices

31. Foursquare –
mobile & relevant
time and place
offers

32. The Power Of
A Name

34. Cola in Ghana - What is the problem?

35. What is the problem?
Lumia in Spanish? Peugeot in South China
Biao zhi

36. Extra large bags in Finland Snow in Iran

37. Your
name
Reputation
Accessible
Own it !
SEO
technical
Your name
in context
Globally /
Locally

38. www.namechk.com

40. The Power Of
Words

42. Video 3 - The Power of Words

43. Which last step call to action
button is more effective?
Get my thing Get your thing
Wins 9 out of 10 times

44. It’s complicated !
The power of a culture of
experimentation

45. … people
never forget
how you
made them
feel (cats too)
Nothing beats the
Feel Good Feeling