Social networks and mobile networks are dramatically changing consumer behavior and how marketing needs to be approached. The power has shifted to consumers who are highly connected through these new digital channels. Nike is highlighted as a company that understands this and is seeing great success by focusing more on social, mobile, video and engaging directly with customers through their data. The presentation outlines 4 steps for marketing success in this new environment - think like a shareholder, invest in what matters like growth and profits, rebalance marketing spending to reduce some traditional areas and enhance new digital efforts, and create new programs like crowdsourcing.

1. IMS
IMS
NYC
NYC
Social
Networks
Are
Ea1ng
The
World
The
4
P’s
for
Marke1ng
Success
The
4
Ps
for
Marke1ng
Success
Barry
Libert,
CEO
OpenMaFers
NYC,
February
2012

2. IMS
NYC
Agenda
Given
Today’s
Technology
Reali1es
What
are
the
new
approaches
to
marke1ng…
…To
mi1gate
risks
and
drive
ROI

3. IMS Social
Networks
Are
Ea1ng
the
World
NYC
1.3B
1.1B
1.0B
310M
330M
850M

4. IMS So
Are
Mobile
Networks..
NYC
$487B
$413B
$40B

5. IMS Together
They
Are
Ea1ng…
NYC

6. IMS The
Power
has
ShiXed
to
Consumers
NYC

7. IMS
NYC
Agenda
Given
Today’s
Technology
Reali1es
What
are
the
new
approaches
to
marke1ng…
…To
mi1gate
risks
and
drive
ROI

8. IMS Nike
Gets
It!
NYC
“Nike
is
going
where
its
customer
is”
Nike
Digital
Sports
allows
the
company
to
get
close
to
(5M)
consumers’
data
-­‐
to
follow
them,
build
online
communi.es
for
them,
create
1ghter
rela1onships…that
drive
revenues
Fewer
television
campaigns,
many
more
interac.ve
elements
Fortune
Magazine,
2/12

9. IMS Just
Do
It:
SOCIAL
NYC

10. IMS Just
Do
It:
MOBILE
NYC

11. IMS Just
Do
It:
VIDEO
NYC

12. IMS Just
Do
It:
THE
RESULTS
NYC
Spending
on
TV
and
print
in
US
has
dropped
by
40%
in
3
years
Revenues
Doubled
and
Net
Income
Increased
400%

13. IMS
NYC
Agenda
Given
Today’s
Technology
Reali1es
What
are
the
new
approaches
to
marke1ng…
…To
mi1gate
risks
and
drive
ROI

14. IMS Job
1:
Think
Like
a
Shareholder
NYC

15. IMS Job
2:
Invest
in
What
MaFers
NYC
Growth
Profits

16. IMS Job
3:
Rebalance
Your
Marke1ng
$
NYC
EXPAND
CREATE
REDUCE
ENHANCE

17. IMS HOW:
Reduce
NYC
Historic
Broadcast
Mediums
Reac1ve
Plans
Tac1cs

18. IMS HOW:
Enhance
NYC
Social
Monitoring
INSIDE-­‐
(targeted)
marke1ng
OUT
Big
Data

19. IMS HOW:
Expand
NYC
OUTSIDE
-­‐IN
community
development
inbound
marke1ng
content
automa1on

20. IMS HOW:
Create
NYC
Crowd
Source
FUTURE
Compe11ons
Video
networks

21. IMS
NYC
Agenda
Given
Today’s
Technology
Reali1es
What
are
the
new
approaches
to
marke1ng…
…To
mi1gate
risks
and
drive
ROI

22. IMS Start
Today
NYC

23. IMS LEARN
MORE
NYC
Contact
Barry
Web:
www.barrylibert.com
TwiFer:
@barrylibert
Blog:
hFp://barrylibert.com/blog