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EVERYTHING
CHANGED

again
Everything changed  - Lisbon Challenge
make something
great
…marketing can’t help a bad product

Good
News

| Bad News
Everything changed  - Lisbon Challenge
Everything changed  - Lisbon Challenge
delusional vs. optimistic
find reasons not to do
your startup

beware of validation
from design2reality

integrate marketing
offline

online
FACT
or
PERCEPTI
ON
58% expect
response
42% expect with
24hrs
yet only
22% get response at
all
RightNow | July 2011 Study
“You are
all in the
tomorrow
business.
”
Bill Clinton | DreamForce Keynote
2010
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
Everything changed  - Lisbon Challenge
Everything changed  - Lisbon Challenge
Everything changed  - Lisbon Challenge
Everything changed  - Lisbon Challenge
create vibrant communities

…so much more than the conversation

with luck community becomes a movement
meaningful
relationships
Everything changed  - Lisbon Challenge
talking to brands is a little
like…
Everything changed  - Lisbon Challenge
MARKETING
urgently needs a redesign
at war with the consumer
author (wordpress)

expert (wikipedia)
dj (iTunes)
producer (YouTube)

editor (digg)
a network (friends)
critic (Amazon)

journalist (iReport CNN)
pirate / innovator (?)
syndicator (RSS)

the new-improved consumer
What? | the 50/50 rule?
retention vs.
acquisition

poor stupid customer
lots of followers & fans.

lots of followers & fans
means…
MARKETING
what’s behind the door
social

market
THE EXPERIENCE
creating moments | it’s in the
details
experiencing
self

remembering
self

actual experience

* psychological moment lasts for 3 seconds
that’s 600,000 per month...
experiencing
self

the memory

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…
Everything changed  - Lisbon Challenge
* Source:
Bruno Figueiredo

Guerilla Marketing | ft. the consumer
INVERTING THE
ROLES

Creating &
managing
the desire.
loyalty comes from
dependence
minimizing sacrifice
satisfaction maximized
make something
great
…marketing can’t help a bad product

Good
News

| 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 do
What we should do
go deeper

What we do
What we should do
What we must do
what’s next?
make something
great
…marketing can’t help a bad product

Good
News

| Bad News
KILLER content,
service &
product
build trust
be authentic
human
emphatic
+/- transparent

experiment
listen & 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.
Join the
conversation
at

Tudomudou.com
with

Facebook.com/nlopes
NUNO MACHADO LOPES
+351 916 863 479
nuno.lopes@ig-marketing.com
www.nunomachadolopes.com

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Everything changed - Lisbon Challenge

Notas del editor

  1. Disclaimerhttp://valeriecoffman.com/startup-advice-should-you-give-it/
  2. Have you got a great product? Marketing isnt an afterthought – big brands with big budgets do that
  3. In a launch this year – instead of gangnam style – they sang Samsung style
  4. Problem is all of you think you are making something great – yet most of you will fail.A lot of founders are delusional - Being delusional is a psychological condition where you are basically lying to yourself and inducing in everyone that surrounds you, the same kind of lie vs. deceiving downright knowingly lying – nicer definition is pathological optimismThere’s a big difference between delusion and optimism. It’s the difference between being stubborn and resilient.. Delusion contributes to a kind of stubbornness, when you believe something will happen when all the indications are the opposite. Optimism and resilience are we will find a way. Believeing in your self, and if you are a great CEO surrounded by talent, belief in your team. Ultimately if you really believe it and you can back it up, you are not delusional.
  5. You ask people if I can spare you 1000 and you pay 10?Look for reasons not to work – if you can find very few – you are onto somethingFocus groups – mostly to validate a position – selling internally
  6. Marketing is everthing – its everywhere – integrate it from the beginning
  7. Certain truths you need to know
  8. BMW – FAZER A REVISÃO – CARRO SUJO – QUANDO VOLTOU PEDI PARA FALAR COM GERENTEFacto – RevisãoPercepção – Qualidade, Novo, Recomeçar
  9. EXPECTATIONS OF PEOPLE ONLINEESTUDO REVELA AS EXPECTATIVAS DO CONSUMIDOR E A REALIDADE ISTO PORQUE
  10. NOS ESTAMOS TODOS NO NEGOCIO DE AMANHÃMAS TEMOS QUE PRIMEIRO PERCEBER O QUE ACONTECE HOJEE NÃO ESQUECER QUE A MAIORIA FICOU NO ONTEMWEB 3.0? AUGMENTED REALITY? A MAIORIA AINDA ESTÁ A TENTAR LIDAR COM O FACTO QUE TEM AGORA QUE OUVIR E RESPONDER
  11. ESTAMOS ENTÃO NA ERA DE FACEBOOK, LINKEDIN, YOUTUBE,Twitter , ETC – MAS ESTE NÃO É O PRESENTE – O PRESENTE CONSISTE DE
  12. ESTAMOS ENTÃO NA ERA DE FACEBOOK, LINKEDIN, YOUTUBE, MYSPACE, ORKUT, ETC – MAS ESTE NÃO É O PRESENTE – O PRESENTE CONSISTE DE
  13. Twitter – cant you do better?
  14. ONLINE É HOJE EM DIA UMA EXTENSÃO DO OFFLINEA NOSSA PAGINA WEB COMO DESTINO, BEM COMO A SUCURSAL DE UM BANCO, TORNARAM-SE SECUNDÁRIO- Pop up when you leave – they were leaving anyway - Promotion
  15. Pop ups when you leave a site (leaving anyway)
  16. Pop up when you arrive –ShopsISTO VEM DA FORMA COMO VEMOS SOCIAL MEDIA
  17. STRATEGY NOT CAMPAIGNS (QUICK FIXES)A IDEIA QUE SOCIAL MEDIA & NEW MEDIA – GRATUITO – RAPIDO – RESOLVE OS PROBLEMASLONGE DISSO – ATÉ PORQUE NEW MEDIA JÁ NÃO É NEWCARO – LENTO – CONSTANTE MUDANÇA
  18. SOCIAL MEDIA É COMO FAZER DIETANÃO RESULTA SE NÃO EXISITR UMA ALTERAÇÃO DE MINDSETPESSOAS QUE EMAGRECEM SÃO GORDOS NUM CORPO DE UM MAGRO – INSUSTENTAVEL – RECAIRE ACABAM POR COMETER ERROS
  19. PUBLICIDADE PARECE SEMPRE SER O ROI DE SOCIAL MEDIATHE GUARDIAN – UM ARTIGO SOBRE A IMPORTÂNCIA DE SOCIAL MEDIA – E…
  20. THE GUARDIAN – UM ARTIGO SOBRE A IMPORTÂNCIA DE SOCIAL MEDIA – E…
  21. POUCOS SÃO IMUNES A ESTA PARALESIA TEMPORARIA – ATRAVES DE UMA PESQUISA ENCONTREI MANUELA FERREIRA LEITE – ALTURA DAS LEGISLATIVAS 2009 E A GRANDE PROMESSA DA VERDADE – MAS O QUE ENCONTREI… “MAS ISSO É ANTIGO”, ENTÃO…
  22. POUCOS SÃO IMUNES A ESTA PARALESIA TEMPORARIA – ATRAVES DE UMA PESQUISA ENCONTREI MANUELA FERREIRA LEITE – ALTURA DAS LEGISLATIVAS 2009 E A GRANDE PROMESSA DA VERDADE – MAS O QUE ENCONTREI… “MAS ISSO É ANTIGO”, ENTÃO…
  23. FIM DE SEMANA PASSADO DECIDI FAZER UMA COMPARAÇÃO – COMECEI COM NML – ALGUMA REFERÊNCIA AO JOGO – POSSIVELMENTE PELAS REFERÊNCIAS A LAS VEGAS – NADA CHOCANTEMAS DEPOIS – ANOS DEPOIS… ALGO REVELADOR? SIM - IGNORÂNCIA
  24. FIM DE SEMANA PASSADO DECIDI FAZER UMA COMPARAÇÃO – COMECEI COM NML – ALGUMA REFERÊNCIA AO JOGO – POSSIVELMENTE PELAS REFERÊNCIAS A LAS VEGAS – NADA CHOCANTEMAS DEPOIS – ANOS DEPOIS… ALGO REVELADOR? SIM - IGNORÂNCIA
  25. ESTAMOS ENTÃO NA ERA DE FACEBOOK, LINKEDIN, YOUTUBE, MYSPACE, ORKUT, ETC – MAS ESTE NÃO É O PRESENTE – O PRESENTE CONSISTE DE
  26. The world is mobile - challenges
  27. So what do we do?
  28. O QUE TEMOS QUE FAZER É CRIAR UMA RELAÇÃO DIRECTA COM O NOSSO CLIENTENADA MAIS FORTE QUE MEANINGFUL RELATIONSHIPSMAS RELAÇÕES SÃO CRIADAS ENTRE PESSOAS
  29. COMO SE INTER-AGE COM UMA MARCABOM DIA TAP?E JÁ NÃO SOMOS FÃS… REMEMBER – AGORA SOMOS “LIKERS”
  30. A RELAÇÃO QUE CRIAMOS COM PESSOAS ACABA MUITAS VEZES POR SER MAIS FORTE QUE DESCONTOS OU OUTROS ASSEDIOS TEMPORARIOS E SEMPRE COM UM SENÃO. EXEMPLO DE UM BANCO (GESTOR)
  31. What’s wrong with this – personal, human and he/she is leaving – but who is he/she?
  32. POR ISSO NECESSITAMOS DE REVER O PAPEL DO MARKETING – INTEGRADO EM TUDO QUE FAZEMOS EM VEZ DE SIMPLESMENTE COMO UM CENTRO DE CUSTO DEFENDENDO CADA ACÇÃO COM O ROI – NUNCA SE EXIGIU TANTO COMO DE SOCIAL MEDIA EM TERMOS DE ROI – MAS NECESSITAMOS DE MEDIR ROI DE GOODWILL? CRISE
  33. DESDE SEMPRE QUE ESTAMOS EM GUERRA COM O CONSUMIDOR E NÃO PERCEBEMOS O PORQUE QUANDO NOS DEIXA – ISTO PARA QUEM SE APERECEBE QUE OS DEIXOUOpen Bars! – Campaigns - First Mover Advantage – Apache – Target - Guerilla Marketing - Viral marketing – E PARA ALGUNS QUE AGEM COMO SE TIVESSEM NA CIA - Stealth Marketing
  34. COMO TENTAMOS SIMPLESMENTE LIDAR COM UMA FACETA DO CONSUMIDOR – A PARTE QUE COMPRA – ESQUECEMOS TUDO O RESTO – TUDO OPORTUNIDADES DE FORTALECER A RELAÇÃO. O QUE RESULTADO É A REGRA 50/50
  35. PARA CADA 50 CLIENTES QUE ANGARIAMOS – PERDEMOS OUTROS 50 – E ISTO É PARA QUEM NESTE MOMENTO MANTEM UM NUMERO ESTATICO DE CLIENTESEXAMPLE OF CAMERA – GREAT PUBLICITY, SHIT PACKAGING AND INSTRUCTIONS
  36. PARA ADQUIRIR CLIENTES GASTAMOS FORTUNAS EM CAMPANHAS, BROCHURAS, EVENTOS – PARA MANTER OS CLIENTES – ESPETAMOS (LITERALMENTE) COM A LINHA DE APOIO – O CONTRASTO DA BROCHURA COM O MANUAL
  37. NUNCA CONSEGUIMOS LARGAR A DEPENDÊNCIA NOS NUMEROS – PIOR QUE ACONTECEU FOI DE IR DE FÃS NO FACEBOOK PARA LIKES – CAMPANHA SUMOL QUER 100,000 LIKERS – PARA QUE?
  38. Understand – we are irrational, don’t like to choose, so what’s behind how we think and act
  39. Social – raparigajoao e joana – startupsMarket – think about it internally and externally – whos helping whos being paidGamificationChange in strategy – get it right from the start – are they paying or is it free?
  40. VIVEMOS NUMA ECNOMIA DE EXPERIÊNCIA – COMO REFERI ANTES – ONLINE UMA EXTENSÃO OFFLINE
  41. NOS COLOCAMOS OS MAIS INEXPERIENTES NA LINHA DA FRENTE – MELHOR EXEMPLO MAIS UMA VEZ É A LINHA DE APOIO
  42. Most customer leave the brand because of SMALL things – not MAJOR problemBEST EXPERIENCE | little things | WORST EXPERIENCE – meia de leite - StarbucksThe NARROWER the gap – the MORE TRUSTGap begins to WIDEN to a point where you let the competition in
  43. ESTATISTICAS FALAM POR SIA BOA NOTICIA É QUE TEMOS A POSSIBILIDADE DE FORTALECER A RELAÇÃO QUANDO ALGO CORRE MAL
  44. MAS NÃO É SIMPLESMENTE PEDINDO DESCULPAO CONSUMIDOR NÃO QUER TER RAZÃO. EU NÃO QUERO TER RAZÃO – PARA ISSO FALAVA COM A MINHA FILHA DE 5 ANOS – ONDE POR ENQUANTO TENHO SEMPRE RAZÃO – QUERO LOVE – BRAND LOVE
  45. MEO – ZON – UM SERVIÇO QUE TECNICAMENTE FUNCIONA MUITO BEM – MEO ATE TEM UM APP PARA CONTROLAR A BOX!MAS A LINHA DE APOIOE EM PORTUGAL O CONSUMIDOR COMEÇA A TER UMA VOZ
  46. NÃO SEI O QUE CHOCA MAIS – O FACTO DE VER ALGO TÃO EMOTIVO – NÃO CONSIGO IMAGINAR O QUE A MARCA FEZESTAR NÃO NUM FIAT PUNTO MAS SIM UM AUTOCOLANTE NUM CARRO QUE CUSTA ACIMA DE 80,000€
  47. ONDE DEVIAMOS ESTAR – ONDE O CONSUMDOR PEDE PARA SER CLIENTEMAS A DEPENDÊNCIA NÃO É A DOS BANCOS – AMIGO QUE FOI CLIENTE DE UM BANCO 15 ANOS POR QUE ESTAVA PRESO – DEPÊNCIA DIFERENTE
  48. INDO ALEM DAS EXPECTATIVAS DO CONSUMIDORZAPPOS – LINHA DE APOIO – UMA PREMISSA – ARMAZEM 24 HORAS POR DIA – 2-3 DIAS DE ENVIO CHEGA NO DIA SEGUINTE
  49. MAS TEMOS QUE COMPREENDER AS ALTERNATIVAS QUE O CONSUMIDOR TEM HOJE EM DIA
  50. MAGIA
  51. O CLIENTE NÃO QUER TRANSPARÊNCIA TOTAL
  52. If you are not paying for a product, YOU are the product
  53. CONSUMIDOR COMPREENDE EM GERAL QUE A SUA PRIVACIDADE TEM UM PREÇO – O FUTURO SERÁ UM CAMBIO DE INFORMAÇÃO PESSOAL EM TROCA DE ALGO – DESCONTO, ETCBUT DON’T PUSH IT
  54. TEMOS QUE APROFUNDAR MAIS O QUE FAZEMOS - NESTE MOMENTO – ANDAMOS NA SUPERFICE COM
  55. TEMOS QUE APROFUNDAR MAIS
  56. E ARRANJAR FORMA DE PARTILHAR O QUE SABEMOS E APRENDEMOS COM A NOSSA COMUNIDADE DE AMIGOS, OU SEJA, CLIENTES
  57. TEMOS UMA CULTURA QUE NÃO PERMITE FALHAR – AINDA MAIS PRESENTEMENTE – ISTO É ERRADOCORTAR O ACESSO A SOCIAL MEDIA NO TRABALHO PUNE AQUELES QUE TENTAM FAZER MAIS PELA MARCA – ISTO PORQUE OUTROS NÃO SÃO PRODUTIVOSMISSING OUT – PRIVATE NETWORKS OF YOUR WORKERS
  58. E ESTE É O DESAFIO QUE VOS DEIXO – PARTILHAR A VOSSA EXPERIÊNCIA E KNOW HOW DE UMA FORMA TRANSPARENTE (QB) POIS O PROBLEMA NÃO É A TECNOLOGIA MAS SIM A FORMA COMO A UTILIZAM