guest lecture interactive marketing' erasmus university
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Interactive MarketingErasmus University Rotterdam
26 februari 2010
WARMING UP.WARMING UP.
Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr
LEVEL 1 - BEGINNERS1. Which side of the Google page can you influence with SEA?1. Which side of the Google page can you influence with SEA?
a = left.a = left. b = right.b = right.
LEVEL 1 - BEGINNERS2. How long did it take Facebook to reach 250mm users?2. How long did it take Facebook to reach 250mm users?
a = 2,5 years.a = 2,5 years. b = 9 months.b = 9 months.
LEVEL 1 - BEGINNERS3. What’s the name of Nokia’s new operating system?3. What’s the name of Nokia’s new operating system?
a = android.a = android. b = maemo.b = maemo.
ProfileAbout Energize
About Energize | the team
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About Energize | our base
Founded in 2005 inUtrecht, the Netherlands
Since 2009 office in Shanghai, China
About Energize | who are we?
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Energize is a interactivemarketing agency
We help ambitious brands grow by giving them meaning in people´s lives.
About Energize | clients
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We work for renowned brands
and rank 4th best web agency in the Netherlands
Dilemma
What was advertising?
Communication form
take action persuade
Interruption mass
consumption brand
repetition promotion
Old effectiveness models
Reach x Frequency
Golden Day’s are over
De nachtmerrie van Mad Men’s Don Draper.
Digital is everywhere
Honesty Social Media
Information overload
Accountable Mobile
A new playing field
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marketing promise media
About Energize | vision
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We believe in a world without advertising
We think that brands should behave socially and always strive for relevance and authenticity
Best Practice
Best practice
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Wanted: Strategy Director
Where?
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twillicitatie
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pr
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results
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19.000 tweetviews
1.300 visitors in 2 days
12 postings Dutch marketing blogs
20 candidates
…
Mission accomplished!
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Social Media MarketingA Four Step Process
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Question
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Do you have a social relation with a brand?
Question
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Which brand always consider your emotions?
Question
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Which brand make you cry?
Hypotheses
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It’s all about people and their experiences.
Brands should facilitate conversations, act social, be relevant and earn trust.
Social Media | Four steps
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Listening What is being said?
Understand Monitor
Presence What can you offer? Relevance Setting up
Participate What can you contribute? Authentic Imbedding
Involve What have you earned?
Commitment Partnership
More CasesSocial Media Campaigning
Work |
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Work |
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How to create maximum awareness around animation movie Bolt with a limited budget?
Target groupFamilies with children
GoalAwareness
Time span2 weeks
Work |
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Work |
Results
109.800 unique visitors.
Over 200.000 game plays
210.000 tell-a-friend mails.
Work |
36
Develop an interactive campaign evolving around Mickey’s Magical Year and balloons
Target groupFamilies with Children between 0 and 15 years old
GoalGenerate subscribers for the email database of Disneyland Resort Paris
Time span1 month
Work |
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Work |
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Results
98.500 unique visitors.
29.950 started games.
30.000 tell-a-friend mails.
40% opt-ins, 5.500 qualitative leads
