Presentation to the UT McCombs Business School-Marketing Fellows group. (for more thinking see experiencefreak.com) Think Big: A New Social Point of View, discusses the impact of technology on marketing and the need to change the management context, organizational structures and philosophy behind executing marketing campaigns. Everything's increasing social.. and social media as a tactic is the wrong context. Storytelling campaigns that have inherently social elements and a social currency will be the future of brand marketing. Inspiration and fodder for the presentation includes past thinking from thought leaders Henry Jenkins, Jane McGonigal, Mark Earls, Russell Davies and others.

1. think big: a new social media pov.
ut mba – marketing fellows discussion 10.1.09
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2. company
& philosophy
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3. game changer
digital technology
social mediums
accessible info
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4. barriers
broken
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5. marketing
convention
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6. vs. marketing
utility
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7. how do you define?
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8. this is not about
technology
?
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9. this is
about people
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10. in the not-so distant future
EVERYTHING IN
MARKETING WILL
BE SOCIAL
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11. think big
think real
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12. blend
worlds
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13. tell
stories
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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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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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23. competitive
cgm
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24. social scoring
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25. social
volumetrics
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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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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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29. SOCIAL INSPIRATIONS
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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

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

43. red bull flugtag

44. yelp
augmented reality

45. tru blood
HBO Alternate
Reality

46. signtific lab

47. Come Out &
Play Festival

48. Nintendo
Wii

49. zombie
flash mobs

50. blame drews cancer
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51. GEORGE LUCAS
TOURNAMENT OF
ROSES PARADE

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