Think Big Presentation with Speaker notes.

1. think big: a new social media pov.
ut mba – marketing fellows discussion 10.1.09
10/03/09 1

2. company
& philosophy
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about my business. we work under the principal that for many companies, business culture, organiza:onal system and marke:ng siloes are
ge;ng in the way of truly serving customers, the people most important to business. and that, aligning everything you do, everything you
say to best serve customers can be achieved by a much closer look at their journey. Understanding the customer journey in terms of how they
live their life, experience your brand, make decisions relevant to your business and engage with your products. this is not new, companies like
Southwest Airlines, Niemen Marcus and Zappos have this principal working at the core of their business. But not all do, in fact they’ve found
success without needing such close understanding of people. But something’s changed, making it much more difficult to survive (or get away
with) without a close connec:on to customers…

3. game changer
digital technology
social mediums
accessible info
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4. barriers
broken
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barriers for people to understand your product, service, your performance have been pulled down… and people can seek out others they
might trust before you.

5. marketing
convention
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but marketers keep working under this old
conven:on.

6. vs. marketing
utility
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when they should be looking at it in context to what people want and
need.

7. how do you define?
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but… what does this have to do with social media? how you do you define social media? I suggest you read Marta Kagan’s presenta:on “what
the f**k is social media.” it’s by far the best, and the most engaging presenta:ons I’ve ever seen about social as a medium, why it maRers.

8. this is not about
technology
?
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when it comes to social, don’t get caught up in the tech fascina:on, the plaSorms, the online proper:es. boRom line, this is not about
technology.

9. this is
about people
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it’s about people. social media now, is simply a peek into the future of marke:ng as a whole.

10. in the not-so distant future
EVERYTHING IN
MARKETING WILL
BE SOCIAL
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11. think big
think real
10/03/09
The Sultan's Elephant was a show created by the Royal de Luxe theatre company, involving a huge moving mechanical elephant,
a giant marionette of a girl and other associated public art installations.

12. blend
worlds
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13. tell
stories
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True blood (HBO PROMOTION) creates rich alternate storyline aside itʼs TV show. Previous to this, movie promotionʼs like The
Dark Night developed a year long prequel teaser that kept fans guessing.

14. engineer to engage
at every step
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15. currency to
engage
marketing
!! !
wtf?
requires
company person
social currency
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16. competition
or cause
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17. spectacles
or experience
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18. surprises
or status
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19. case study
http://vimeo.com/6303664
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one of the best cases of a truly “social” transmedia campaign. “why so serious” for release of dark night.

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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22. social insight
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jonathan harris “wefeelfine.or” shows a glimpse of how social media conversa:ons can help you understand people. there’s enormous insight
buried within social media. much mor to understand beyond volumetric measures of men:on, posi:ve/nega:ve sen:ments. there are
pictures, words and quotes that paint a picture about a brand.

23. competitive
cgm
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we use social media to see how people define a brand vs. how you think it should be portrayed.

24. social scoring
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we gain context into the what and why, and help companies score their social brand presence.

25. social
volumetrics
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…while also looking at the
numbers.

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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social: it’s more than media. it’s the new framework you need to apply to all of your marke:ng.

27. thank you
Andy Hunter
pursuitnow.com
email | andyjhunter@pursuitnow.com
twitter | andyhunter
blog | experiencefreak.com
sms | 50500 reeboot
10/03/09

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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about
me.

29. SOCIAL INSPIRATIONS
10/03/09

30. thought leaders
jane mcgonigal clay shirky danah boyd russell davies henry jenkins mark earls
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31. Nike+ Campaign
31

32. Microsite Hub
32

33. Likeminded
Brand Partners
33
Since its incep:on back in May of 2006, runners have used the $29 Nike + iPod Sport Kit to log close to 50 million miles, according to Nike. The
kit includes an in‐shoe sensor and a receiver that aRaches to iPod, allowing runners to track data on :me, distance, calories burned and pace.

34. Branded Product
Extensions
34

35. Branded Product
Extensions
35

36. Content
Integration
36

37. Social Tools
37

38. Influencer
Engagement
38

39. Blog
39

40. Email &
Events
40

41. foursquare
social app
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42. royal de luxe
theater company
The Sultan's Elephant was a show created by the Royal de Luxe theatre company, involving a huge moving mechanical elephant,
a giant marionette of a girl and other associated public art installations.

43. red bull flugtag
Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a
30-foot high deck in hopes of achieving flight! Flugtag may mean "flying day" in German, but all these crafts ultimately splash into
the waters below. They are judged not only on their flight's distance, but creativity and showmanship as well.

44. yelp
augmented reality
New apps blend information, geography and people to create connections among strangers.

45. tru blood
HBO Alternate
Reality
True blood (HBO PROMOTION) creates rich alternate storyline aside itʼs TV show. Previous to this, movie promotionʼs like The
Dark Night developed a year long prequel teaser that kept fans guessing.

46. signtific lab
Significant Labs games to create breakthrough. Signtific is a collaborative project that brings together multiple non-profit research
groups, scientific bodies, government agencies, and university research programs.Signtific is developed and directed by the
Institute for the Future, a non-profit futures-research group based in Palo Alto, California.

47. Come Out &
Play Festival
The Come Out & Play Festival seeks to provide a forum for new types of public games and play. We want to bring together a public
eager to rediscover the world around them through play with designers interested in producing innovative new games and
experiences.

48. Nintendo
Wii
The Wii crosses age, physical activity and technology boundaries.

49. zombie
flash mobs
NEWCASTLE city centre was turned into a scene from a horror film yesterday as students put on a Halloween show for
shoppers.A flash mob descended on Greys Monument and acted as zombies before performing the routine from Michael Jacksons
Thriller video.About 50 students turned up for the event, which was organised through text messages

50. blame drews cancer
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51. GEORGE LUCAS
TOURNAMENT OF
ROSES PARADE
bringing some spectacular escapism to pasadena.

52. thank you
Andy Hunter
pursuitnow.com
email | andyjhunter@pursuitnow.com
twitter | andyhunter
blog | experiencefreak.com
sms | 50500 reeboot
10/03/09

53. marketing innovation
business optimization
research & insight
10/03/09
...this is what we do. hereʼs our
team.