Download - 6 blue eddie johnson
![Page 1: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/1.jpg)
Short term gain = long term pain
Eddie JohnsonESET Global Marketing & Communications Director
![Page 2: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/2.jpg)
![Page 3: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/3.jpg)
Keep things simple.
![Page 4: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/4.jpg)
Theme of today’s presentation
CVs and applying for a job
personalisation and democratization of communication
application in the real world of marketing
![Page 5: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/5.jpg)
Tell the truthor in Slovak … hovor pravdu
![Page 6: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/6.jpg)
![Page 7: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/7.jpg)
Easy concept to understand extremely difficult
for people to put into practice.
![Page 8: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/8.jpg)
![Page 9: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/9.jpg)
![Page 10: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/10.jpg)
![Page 11: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/11.jpg)
![Page 12: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/12.jpg)
![Page 13: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/13.jpg)
CVs and you
How good are you at advertising yourself without lying?
Writing a CV and attending job interviews is oneof the most important marketing and communication
self-promotion in a CV is accepted, however thereis a big difference between painting a nice picture and being a fraud
![Page 14: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/14.jpg)
![Page 15: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/15.jpg)
Poor economic growth across the globe
![Page 16: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/16.jpg)
![Page 17: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/17.jpg)
![Page 18: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/18.jpg)
The truth is good people will always
do well and creativity imagination and
a bit of flair will always be admired.
![Page 19: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/19.jpg)
Working in marketing and communications is highly competitive
difficult decisions and judgements
tell the truth it is extremely easy
![Page 20: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/20.jpg)
Personalisation and democratisation communication
![Page 21: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/21.jpg)
![Page 22: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/22.jpg)
![Page 23: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/23.jpg)
![Page 24: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/24.jpg)
![Page 25: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/25.jpg)
![Page 26: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/26.jpg)
![Page 27: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/27.jpg)
![Page 28: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/28.jpg)
![Page 29: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/29.jpg)
Personalisation and democratisation communication
there are several different truths which depend on an individual’s perception
extremely difficult decisions to be made in marketing and communication
consequences of bad decisions can be extremely damaging
![Page 30: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/30.jpg)
![Page 31: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/31.jpg)
![Page 32: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/32.jpg)
Tell the truthor in Slovak … hovor pravdu
![Page 33: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/33.jpg)
The ultimate goal of marketing is to generate an intense bond
between the consumer and the brand, and the main ingredient of
this bond is trust
Putting it into Practice
Hiscock, 2001
![Page 34: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/34.jpg)
5 ways to foster trustwhen mixing social and
marketing
Putting it into Practice
![Page 35: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/35.jpg)
Be Relevant
Knowing your audience isn’t optionalin the world of social marketing
Kentucky Fried Chicken wouldn’t stand a chance mixing socially with vegetarians
![Page 36: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/36.jpg)
Serve don’t sellSociety’s “me-first” mentality opposes this philosophy.
Selling puts brand objectives at the forefront;serving places the consumer in the priority seat.
Find ways to help your consumers use your product or service – solve problems
![Page 37: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/37.jpg)
Be ConsistentThe brand promise should remain constant
![Page 38: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/38.jpg)
Listen and learnEncourage two-way communication,
and then be prepared to act on the feedback.
![Page 39: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/39.jpg)
Build communityConsumers want to
do business with people, not organizations.
![Page 40: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/40.jpg)
If your focus is just getting your brand out there for top-of-mindawareness, that may only help you in the short-run.
For long-term sustainability, your communication strategyneeds to be intentional and purpose-driven.
The message needs to have value.
![Page 41: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/41.jpg)
Have a transparent and honest approach
Emphasise our strengths and admit our failings
Build on past success, but look to the future
Be clear, consistent and co-ordinated
Ensure that all customer contact is done in a considered way
Our approach at ESET
![Page 42: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/42.jpg)
Some advertisers use exaggerated communicationin an attempt to grab attention.
Most consumers want to do business with brandsthat are authentic, believable and credible.
Say what you mean and mean what you say
…and above all tell the truth
![Page 43: 6 blue eddie johnson](https://reader036.vdocuments.us/reader036/viewer/2022081502/55c13fa8bb61ebcb478b465f/html5/thumbnails/43.jpg)