The Pinball Manual (or How to Create Brand Engagement in Social Media)

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A presentation about strategy and tactics in creating immersive, engaging and measurable experiences in social media. First presented at World Brand Congress, in Mumbai India, November 2009

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La France est-elle toujours le pays de la gastronomie et des plaisirs de table ? est indéniablement une question d’actualité. Le doute perdure face au chiffre d’affaires de la restauration rapide qui ne cesse de croître. Même si nombreux sont ceux qui pensent que le marché de la «malbouffe» explose dans l’hexagone, il faut également noter les nouvelles tendances du secteur axées sur la diététique et le plaisir de manger sain et manger bien. En 2010, le marché des fast-foods et de la restauration rapide, allant des hamburgers aux nouvelles tendances bios, représentait 31,2 milliards d'euros, contre 19,7 milliards d’euros en 2004, soit une hausse de 60% en 6 ans. Les changements qui ont traversé la société et les modes de vie sont à l’origine de cette évolution fulgurante. On constate en effet la disparition progressive des repas «collectifs» au profit des repas pris «sur le pouce», suivant une mode américaine. Les entrepreneurs de la restauration rapide s’y plient et répondent à cette nouvelle demande en proposant une offre plus diversifiée. On s’adapte aux goûts des Français, à l’exigence de qualité de la gastronomie française, à l’importance d’une bonne nutrition et aux préoccupations en matière de protection environnementale. Nous étudierons dans cette analyse divers aspects du secteur de la restauration rapide en France. Etant donné que les acteurs ne peuvent s’implanter à leur guise, il est tout d’abord nécessaire de connaître préalablement les caractéristiques et les exigences de l’offre et de la demande. D’autre part, la loi française impose un cadre règlementaire qu’il est indispensable de respecter. Par la multiplication des restaurants, une forte concurrence est évidente, et l’existence de « géants » sur le marché accroît les difficultés. Les acteurs en place se doivent d’innover et de mettre sur pied des stratégies offensives pour rester dans la course et se démarquer de leurs concurrents. L’Etat français se montre par ailleurs concerné par les problèmes nutritionnels de la population française, et sollicite les restaurateurs à instaurer dans leurs menus des campagnes de prévention pour une « bonne alimentation ». Enfin, une étude des performances des établissements de restauration rapide sera abordée pour clore cette analyse.

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FinTech sector has globally seen substantial growth over recent years. What's about the FinTechs in Southeast Asia? Who are they? and how are they doing? Our research shows an engrossing extension of fintech startups which are a combination of technology and financial services resulting in the rise of a disruption taking place in the services industry. The companies mentioned in the report are just one dimension of the changes in technology and financial services, where creativity is the key to build traction, to attract capital gain and to put consumer demands as the center of business. The 75 Fintech Startups are entrepreneurial ventures which are typically newly emerged, fast-growing businesses, aiming to meet a marketplace need by developing or offering innovative products, processes or services. These companies are typically involved in the design and implementation of the innovative processes of development, validation and research for target markets.

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Live streaming video. It’s the new shiny object in social media. But you’ve got so many other ways of sharing video with your friends, followers and fans. Facebook. Twitter. Instagram. Vine Not to mention the fact that you might prefer to simply upload your video directly to YouTube or Vimeo. How do you fit new mobile apps like Meerkat and Periscope into the mix? How do you use them to promote your products, services, people and brand? In this presentation, Bob Cargill and Robert Lee will not only answer those and other questions about live streaming video, they’ll demonstrate how to use Periscope live and even give attendees the opportunity to record their own videos.

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The 5 Secrets of Mobilizing an Advocate Army Buyers no longer depend on sales and marketing messages alone to make their purchasing decisions. They want to hear from other customers who have gone before them. So how do you identify and organize your customers to act as advocates for your product? Rather than expecting your customers to provide a testimonial whenever you need one, a strategy is required to build interactive, two-way conversations and real, reciprocal relationships with your advocates. Listen in as an all-star lineup discusses strategies for mobilizing your own advocate army. You will learn: -What customer advocacy is -How to identify customer advocates -How to build reciprocal relationships with advocates -How Influitive's advocacy marketing expertise and --Marketo's marketing platform work together to effectively mobilize an advocate army

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Writing a website used to be so easy. You just plowed into it like it was a brochure. As if you ever knew how to write a brochure. shock That was 15 minutes ago. Now you are writing for 2 readers...the visitor and the search engines. Add on top of that its advertising. We all know how mysterious advertising copywriting is. Its a minefield!!! How many websites do you read in a day? How many of them can you remember? Ha! Got ya! There are definate Do's and Don't's. You better stay away from advertising cliches. You better know what your customer's "point of entry is," and I don't mean your home page. What are advertising cliches?

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The Pinball Manual (or How to Create Brand Engagement in Social Media)

1. The Pinball Manual

10. GRAPEFRUIT BRAND MATTERS Natural search results Social bookmarks Reach Google Blog Search results Content downloads Panel research results Technorati rankings Google Reader views Interview results Alexa rankings Number of fans/followers Petition supporters Linkbacks Sentiment tracking Perception shifts Unique visitors Volume of mentions Conversion uplift Returning visitors Forum posts Generated leads Bounce rates Post subscribers Network growth Video views URL shortening reports Sales upsplit Placements CTR Twitter @ (replies) Net promoter score Diggs Twitter RT (retweets) Number of active advocates Votes Twitter DM (direct messages) Affinity Recommendations Number of shared links Likeability User ratings Video responses Number of suggestions Tag number/types User-generated content Customer service activity RSS subscribers Modified/remixed content Partnerships created Copyright © 2009 Grapefruit. Toate drepturile rezervate.

28. GRAPEFRUIT BRAND MATTERS Tell them, and they will forget. Show them, and they may remember Engage them, and they will follow. Confucius on brand engagement Copyright © 2009 Grapefruit. Toate drepturile rezervate.

29. GRAPEFRUIT BRAND MATTERS Thank you! BLOG: www.mariusursache.com E-MAIL: mariusursache@gmail.com TWITTER: mariusursache MOBILE: +40 756 363 696 Copyright © 2009 Grapefruit. Toate drepturile rezervate.

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