"we created a monster" #6 uncomfortable talk in vienna - lhbs
DESCRIPTION
Uncomfortable Talks are provocative, inspirational talks and points of view about marketing & innovation hosted and sponsored by LHBS in Vienna. The 27th of October, Relax In The Air held a talk with the title “We Created a Monster”. By focusing on markets, clients, campaigns, stats, profits and on the seemingly miraculous effects of social media, we, agencies and marketers have neglected our responsibility for the newly created users. By focusing on classic interruption we have lost focus on the end user experience and continue to bombard people with classic marketing gimmicks but in new digital platforms. Is there an ‘ethical’ issue in how we do marketing online and keep the user experience and benefits in mind? Here is a media coverage by Horizont - Der Online-Informationsdienst für Werbung, Medien & Marketing: http://www.horizont.at/newsdetail/news/we-created-a-monster.htmlTRANSCRIPT
![Page 1: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/1.jpg)
#6 uncomfortable talkwe created a monsterOctober 2011ViennaHosted by LHBS Consulting
a RITASpeaking Engagement
Relax In The Air
![Page 2: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/2.jpg)
who’s relax in the air?
SABINEstrategic planner
MCDigital art director
I’m the panda
![Page 3: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/3.jpg)
« We think and design user experiences for a digital world. Together we can make it simple. »
![Page 4: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/4.jpg)
ICE BREAKER
![Page 5: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/5.jpg)
end of ICE BREAKER
![Page 6: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/6.jpg)
our beautiful country
![Page 7: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/7.jpg)
our beautiful country
![Page 8: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/8.jpg)
our beautiful country
![Page 9: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/9.jpg)
our beautiful country
![Page 10: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/10.jpg)
our beautiful country
![Page 11: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/11.jpg)
Ich sprache DeutschJe parle français
Parlo italiano?? Rumantsch
![Page 12: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/12.jpg)
Social everywhere
![Page 13: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/13.jpg)
social everywhere
![Page 14: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/14.jpg)
the hungry user
![Page 15: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/15.jpg)
the hungry user
Share,listen to others
Be part of the conversationHear from his network
Stay connected
![Page 16: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/16.jpg)
budgets are moving
![Page 17: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/17.jpg)
“Five years ago social media was 3% of our total media spend. Today it’s more than 20% and growing fast.”
Muhtar Kent, CEO Coca-Cola
![Page 18: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/18.jpg)
the market
![Page 19: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/19.jpg)
the marketthe competitionthe other brandsthe economical environmentthe stats
observethe clients
![Page 20: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/20.jpg)
clients’ needs I want a Facebookpage to look youngand beautiful andhave people...
me.
![Page 21: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/21.jpg)
gold rush
![Page 22: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/22.jpg)
competitive markets
![Page 23: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/23.jpg)
run to social
![Page 24: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/24.jpg)
temptation
![Page 25: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/25.jpg)
I’ve got the tools
![Page 26: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/26.jpg)
empowerment
![Page 27: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/27.jpg)
the body snatchers
![Page 28: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/28.jpg)
Can a social misfit be a
social expert...?
![Page 29: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/29.jpg)
from terminator to governator
![Page 30: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/30.jpg)
who’s the monster?
![Page 31: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/31.jpg)
once upon a time
![Page 32: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/32.jpg)
then came...
![Page 33: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/33.jpg)
Let’s be friends !
![Page 34: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/34.jpg)
the super user
![Page 35: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/35.jpg)
the monster is the system
![Page 36: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/36.jpg)
feed the monster
![Page 37: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/37.jpg)
opportunities
![Page 38: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/38.jpg)
good practices
![Page 39: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/39.jpg)
GEOLOCATION + SOCIAL NETWORKS
Foursquare > badges + discounts
Relax In The Air
October 2011
starbucksgood practices
![Page 40: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/40.jpg)
Engaging on twitter
listening > loyalty
Relax In The Air
October 2011
InterContinental Hotels Group good practices
![Page 41: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/41.jpg)
Relax In The Air
October 2011
The Creme Brulee Mangood practices
keep up to date on twitter
social media roi > keep business going
![Page 42: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/42.jpg)
responsibility
![Page 43: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/43.jpg)
Relax In The Air
October 2011
#1rules
Avoid short term cash
![Page 44: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/44.jpg)
Relax In The Air
October 2011
#2
Turn your attention to clients and also to their end users
rules
![Page 45: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/45.jpg)
Relax In The Air
October 2011
#3
Learn to say no to your clients
rules
![Page 46: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/46.jpg)
Relax In The Air
October 2011
#4
Bring back interest aroundreal things (véritable)
rules
![Page 47: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/47.jpg)
Relax In The Air
October 2011
#5
Give choice to user(balance between needs and
expectations)
rules
![Page 48: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/48.jpg)
Relax In The Air
October 2011
#6
Remember that you are yourselfa user
rules
![Page 49: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/49.jpg)
the ugly truth
![Page 50: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/50.jpg)
mutation VS evolution
![Page 51: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/51.jpg)
happy ending
![Page 52: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/52.jpg)
the happiest user
![Page 53: "We created a monster" #6 Uncomfortable Talk in Vienna - LHBS](https://reader038.vdocuments.us/reader038/viewer/2022110307/55617de7d8b42a98268b5191/html5/thumbnails/53.jpg)
Thank you very muchyou’re a gentleaudience
Mai 2011a RITASpeaking Engagement
relaxintheair.com@relaxintheairWe are on Facebook and Instagram too