Interactive marketing and recommendation. Shanghai April 23th 2008. Bencham-conference

1. Weapons are an important factor in war, but not the decisive factor. It is people, not things, that are decisive.

3. Projects in China Next to pure advertising projects (Flanders, Jahwa, Marvelon, Yue Sai, Sloggi, Bencham …) we mainly develop media/tech projects with and for … Online mobile payment Silk art E-commerce Mobile social network Loyalty platform On site behavioral targeting Bluetooth POS Media 13 Staff: 1ceo, 1office manager, 1CD, 2 designers, 4 am, 1 IT, 2 sales and me

4. It does not matter how slowly you go, so long as you do not stop.

5. 原收入 Initial Income reali z ed 积极推荐带来的额外收入 Extra Income realized by recommenders 消极口碑造成的收入损失 Potential Income destroyed by negative word of mouth 最后实现的真实收入 Real & final value for your brand! 品牌积极口碑传播 Promoters Recommenders Influencers 品牌消极 口碑传播 Detractors Negative promoters 对品牌 保持缄默 Silent majority neutral

6. 最后实现的真实收入 Real & final value for your brand!

7. Recommendation value (future) Monetary value (actual) 5-15% of consumers

8. If you think in terms of a year, plant a seed; if in terms of ten years, plant trees; if in terms of 100 years, teach the people.

9. The 3 moments of truth for a brand acquisition retention recommendation conversion 1. Is the advertising (relevant) (creative) (impactful) (persuasive) enough for me to even consider buying the product 2. Is the product / service fully delivering the promises made during the pre-usage period? 3. I am so happy about my choice that it is very likely I will recommend the brand to friends, colleagues, neighbours …

10. The value of the 3rd moment of truth

11. Measure the Recommendation Power of your brand!

18. You can't solve a problem? Well, get down and investigate the present facts and its past history! When you have investigated the problem thoroughly, you will know how to solve it. Conclusions invariably come after investigation, and not before. Only a blockhead cudgels his brains on his own, or together in a group to "find a solution" or "evolve an idea" without making any investigation. It must be stressed that this cannot possibly lead to any effective or any good idea.

19. 对话结构 Conversation Architecture 对话 社团 关系 亲和力 CONVERSATION COMMUNITY AFFINITY RELATIONSHIPS 信息 MESSAGE 经验 EXPERIENCE

20. I hear and I forget. I see and I remember. I do and I understand.

21. Use data to find recommenders. And communicate with them The starting point for all excellent interactive brand campaigns (with a high ROI), is the creation of a continuously growing interactive database with customers (friends, fans...) & prospects, that is continuously updated and enriched. Digital & interactive media can help you build that database 8 Unidentified prospects Identified prospects & clients database

22. 8 philosophy 8 字思维

25. Mobile.The 2nd most important medium in people’s mind* i-merge | sinomonitor research

26. Build an integrated campaign Fully integrated database driven & interactive marketing communication have a unique value to build consumer knowledge at the individual level of identified prospects and clients 8 newspaper ad Coupon tvc Loyalty program mobile banner i-newsletter ambassador incentives

27. The growing field of digital + 500 mio Mobile users + 200 mio Internet users 120 mio Web chatters 40 mio Mobile chatters

28. Adspend >< Influence BIGresearch ﾕ s ( http://www. bigresearch .com ) most recent Simultaneous Media Survey (SIMM 11, Dec. 07)

30. It is easy to hate and it is difficult to love. This is how the whole scheme of things works. All good things are difficult to achieve; and bad things are very easy to get.

32. We think too small, like the frog at the bottom of the well. He thinks the sky is only as big as the top of the well. If he surfaced, he would have an entirely different view.

34. Also in China (like in the US): online video & social networks.

35. China is the social network country

37. Our greatest glory is not in never falling, but in rising every time we fall.

38. Past ad-investments were largely pre-traffic based using mass media … Awareness 了解 Cognitive 辨识 Emotion 情感 Traffic 引导 Trial 尝试 Repeat 重复 Loyalty 忠诚 Advocacy 拥护

39. Awareness 了解 Cognitive 辨识 Emotion 情感 Traffic 引导 Trial 尝试 Repeat 重复 Loyalty 忠诚 Advocacy 拥护 Future ad investments should be traffic & post-traffic based, inviting people to act and interact. They will be more on POS too!

40. It doesn't matter if a cat is black or white, so long as it catches mice.

42. The segment targeted by i-merge

45. The superior man understands what is right; the inferior man understands what will sell.