p.1

APAN 2009 Trends & ChallengesO futuro da comunicação das marcas‘New Media, New Challenges’November 12th 2009

p.2

Death Of Media > Is It The End For Media

p.3

CorporateBlog

Fan Clubs

Fan Sites

DiscussionBoard

BrandCommunity

Podcasts

Wikis

ConsumerGenerated

ContentBeta

Testers

CrowdSourcing

Innovation

Co-Creation& User

Collaboration

CustomerAdvisoryPanels

BloggerOutreachSchemes

RatingsSites

CustomerAdvocacy

Word OfMouth

Marketing

VirtualCommunities

Experiential Marketing EmployeeAdvocacyVlogs

EmailMarketing

Non TraditionalMarketing

CauseMarketing

LifestyleProduct

Placement

Sponsorship

MobileMarketing

AffiliateProgrammes

ViralAdvertising

ViralMarketing

ProductSeeding

Search EngineMarketing

ContextualAdvertising

Advergaming

The Media Universe For Marketers Is Now Vast > And Growing Fast

TRADITIONALTRADITIONALTV

CINEMARADIO

WEBSITE

IN-STORE

DMPRESSRELEASE PUBLICITY

OUTDOOR

PRINTPOINT OF SALE

p.4

Fear Of The Future > Douglas Adams On The Internet & Inventions > Don’t Panic

“Everything that’s already in the world when you’re born is just normal

Anything that gets invented before you turn 30 is incredibly exciting and creative

Anything that gets invented after you’re 30 is against the natural order of things and the beginning of the

end of civilisation as we know it

(until it’s been around for about 10 years when it gradually turns out to be alright really)”

p.5

Corporate Blog

Fan Clubs

Fan Sites

Discussion Board

Brand Community

Podcasts

Wikis

ConsumerGenerated

Content

BetaTesters

CrowdSourcing

Innovation

Co-Creation& User

Collaboration

CustomerAdvisoryPanels

BloggerOutreachSchemes

Ratings Sites

CustomerAdvocacy

Word OfMouth

Marketing

VirtualCommunities

Experiential MarketingEmployeeAdvocacyVlogs

EmailMarketingNon Traditional

Marketing

CauseMarketing

LifestyleProduct Placement

Sponsorship

MobileMarketing Affiliate

ProgrammesViral

Advertising

ViralMarketing

ProductSeeding

Search EngineMarketing

ContextualAdvertising

Advergaming

The Media Universe For Marketers Is Now Vast > And Growing Fast

TRADITIONALTRADITIONALTV

CINEMARADIO

WEBSITE

IN-STORE

DMPRESSRELEASE PUBLICITY

OUTDOOR

PRINTPOINT OF SALE

DIALOGUEDIALOGUEOPENNESSOPENNESS

ADVOCACYADVOCACY

AUTHENTICITYAUTHENTICITY

p.6

ADVOCACY & C2C

p.7

Advocacy > Example > P&G Vocalpoint & Tremor

p.8

Consumer-to-Consumer > Example > The Fiesta Movement > Consumer Agents

p.9

DIALOGUE &CONVERSATIONS

p.10

Dialogue & Conversation > Example > Virtual Communities

p.11

Dialogue & Conversation > Example > FaceBook

SMSM

p.12

OPENNESS & HONESTY

p.13

Openness & Transparency > Example > CEO Blogs

p.14

Openness & Transparency > Example > Chevron > Will You Join Us

p.15

AUTHENTICITY & REALITY

p.16

Authenticity & Reality > Example > Doritos > Super Bowl

p.17

Authenticity & Reality > Example > Doritos > Super Bowl

p.18

THREE RECOMMENDATIONS

p.19

Three Recommendations > People Don’t Need Ads > Interbrand’s Top 10 brands Include

p.20

Three Suggestions > Be Useful > Be Informative > Be Entertaining

BeUseful

BeInformative

BeEntertaining

p.21

Three Recommendations > Be Useful

“Brands must increasingly be genuinely useful to their customers, their employees, their suppliers

and to all the people they touch.”Johnny Vulkan, Anomaly

“Branded utility is where the brand creates a commitment to a relationship…creates

something useful to you. The consumer will feel more confident with the relationship if the brand

will continue to be part of your life” Benjamin Palmer, CEO, Barbarian Group

p.22

Three Recommendations > Be Useful > Example

p.23

Three Recommendations > Be Informative > Example

p.24

Three Recommendations > Be Entertaining > Example

p.25

Three Recommendations > Be Entertaining > Example

p.26

Three Recommendations > Be Entertaining > Example

p.27

CONNECT ONLINE WITH

OFFLINE

p.28

Connect Online & Offline > Example

p.29

FINAL THOUGHT

p.30

Contact detailsAlan WalkerDirectorXtreme InsightXtreme Information45 Foubert’s PlaceLondon W1F 7QH

THANK YOU