year of the dragon 2012
DESCRIPTION
By Jason XenopoulosTRANSCRIPT
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ENTER THE DRAGON / JASON XENOPOULOSENTER THE DRAGON / JASON XENOPOULOS
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ENTER THE DRAGONENTER THE DRAGONENTER THE DRAGON2
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CHINESE ASTROLOGY
CHINESE ASTROLOGY
According to Chinese
Astrology, 2012 is the Year of
the Dragon. Occupying the 5th
position of the Chinese Zodiac,
the Dragon is the mightiest of
all the signs.ENTER THE DRAGON3
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DRAGON REPRESENTSDRAGON REPRESENTS
» Strength
» Dominance
» Good Luck
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NOT JUST ANY DRAGON
NOT JUST ANY DRAGON
2012 is not just the year of the
Dragon, it is the year of the
Water Dragon.
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THE WATER DRAGONTHE WATER DRAGON
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» Dragon = Masculine,
power and ambition
» Water = Feminine,
flexible and soft
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MASTERING TECHNOLOGYMASTERING
TECHNOLOGY7
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INTERCONNECTEDNESSINTERCONNECTEDNESS8
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FUELING THE FIRES OF SOCIAL MEDIA
FUELING THE FIRES OF SOCIAL MEDIA
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THE WATER DRAGONTHE WATER DRAGONENTER THE DRAGON10
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FIVE CONCEPTS FOR 2012FIVE CONCEPTS FOR 20121. Social by Design
2. Propagation Planning
3. Devolution™
4. Brand Purpose
5. Mobilization
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SOCIAL BY DESIGN
SOCIAL BY DESIGN
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FUELING THE FIRES OF SOCIAL MEDIA
FUELING THE FIRES OF SOCIAL MEDIA
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1.0 EDITORIAL
1.0 EDITORIAL
During the nineties, the web was primarily a publish and browse
medium
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2.0 SOCIAL
2.0 SOCIAL
The web has become a blackboard on which
everyone is invited to make their mark.
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3.0 INTEGRATION
3.0 INTEGRATION
Social Media has fundamentally changed
the dynamic between consumers and brands
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SOCIAL BY DESIGNSOCIAL BY DESIGN» Social media is changing the
way we use the Internet…
» Changing the way we advertise…
» Changing the way we do business…
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THE OLD PURCHASE PROCESSTHE OLD PURCHASE PROCESS
AWARENESS INTEREST DECISION ACTION
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THE NEW PURCHASE PROCESSTHE NEW PURCHASE PROCESS
AWARENESS
INTEREST
ACTION
RECOMMENDATION
DECISION
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SOCIAL BY DESIGN
SOCIAL BY DESIGN
Pay With a Tweet
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SOCIAL BY DESIGN
SOCIAL BY DESIGNSocial Beyond
Digital
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BEYOND SOCIAL MEDIABEYOND SOCIAL MEDIAENTER THE DRAGON22
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GOING VIRAL 400%
GOING VIRAL 400%23
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SOCIAL BY DESIGN
SOCIAL BY DESIGN
Developing Viral Products
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PROPAGATION PLANNING
PROPAGATION PLANNING
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PROPAGATION PLANNINGPROPAGATION PLANNING
“Planning not for the people you reach, but the people that they reach, by giving them
assets to propagate.” Griffin Farley from BBH New York
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PROPAGATION PLANNING
PROPAGATION PLANNINGShare a Coke with
your Mate
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CASE STUDYSHARE A COKECASE STUDYSHARE A COKE» 150 names, printed on bottles
and cans » Each name has a downloadable
song» Get your own name printed on a
can for free» Create your own Coke
commercials
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PROPAGATION PLANNING
PROPAGATION PLANNINGShare a Coke with
your Mate
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PROPAGATION PLANNING
PROPAGATION PLANNING
“The Universal Currency of Stories”
Sarah Kay - Poet
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DEVOLUTION�DEVOLUTION�
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THE PHILOSOPHYTHE PHILOSOPHY
The Social Media Revolution
is a Consumer Revolution.
Today, our brands are co-
owned with our consumers.
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THE METHODOLOGYTHE METHODOLOGYDevolution™ is a strategic
methodology designed to
help marketers adapt to the
changing needs of their
increasingly empowered
consumers.
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PIONEERS OF CONSUMER
INVOLVEMENT
PIONEERS OF CONSUMER
INVOLVEMENTENTER THE DRAGON41
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THE LEGO HISTORYTHE LEGO HISTORY
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19321932
Wooden Blocks
Wooden Blocks
19491949
Coloured Plastic Blocks
Coloured Plastic Blocks
19981998
Launches MindstormLaunches Mindstorm
Starts Losing Money
Starts Losing Money
20032003
Sales Drop by 26%
Biggest loss in History
Sales Drop by 26%
Biggest loss in History
20042004
Lego Starts Listening
Lego Starts Listening
20082008
Sales up by 35%
Profitability all time high
Sales up by 35%
Profitability all time high
Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield
Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield
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LISTENOMICSLISTENOMICSThe art and science of cultivatingrelationships with individuals in a
connected, increasingly open-source environment.
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We were the biggest shouter in the 20th Century.
In the 21st Century we want to be the best listener.
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PROCTER & GAMBLE
PROCTER & GAMBLE
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WHEN LISTENING BECOMES ACTIVEWHEN LISTENING BECOMES ACTIVE
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COMMAND & CONTROL
OPENOPEN
COLLABORATIONCOLLABORATION
CLOSED
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THE MOVE TOWARDS OPEN BRANDSTHE MOVE TOWARDS OPEN BRANDS
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CLOSED BRANDWORLDVIEW
OPEN BRANDWORLDVIEW
ENGAGEMENT
TRANSPARENT COMMUNICATION
BRAND STEWARDSHIP
AWARENESS
SCRIPTED COMMUNICATION
BRAND CUSTODIANSHIP
CO-CREATED WITH CONSUMERSCREATED BY MARKETERS
DIALOGUEMONOLOGUE
* Adapted From “Open Brand” – Kelly Mooney47
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INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%A BRAND IS NOT WHAT
YOU SAY IT ISA BRAND IS NOT WHAT
YOU SAY IT IS
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IT’S WHAT THEY SAY IT IS
IT’S WHAT THEY SAY IT IS
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Marty Neuimeier -The Brand Gap
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DEVOLUTION
DEVOLUTION
EddingWall of Fame
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DEVOLUTIONDEVOLUTIONJohnny Cash
Project
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FROM TELLING & SELLING TO BUILDING RELATIONSHIPSFROM TELLING & SELLING TO BUILDING RELATIONSHIPS
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* Jim Stengel - Procter & Gamble* Jim Stengel - Procter & Gamble55
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BRAND PURPOSE
BRAND PURPOSE
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MAYAN PROPHECIESMAYAN PROPHECIES
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PURPOSEPURPOSEElectrolux
Vac from the Sea
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THE POWER OF PURPOSE
THE POWER OF PURPOSE
“Today, advertising is about finding common ground on
which brands and communities can forge
relationships”
Bob Garfield
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BRAND PURPOSE
BRAND PURPOSE
WWFSave as WWF
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MOBILIZATIONMOBILIZATION
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MOBILEMOBILE
Right Time, Right Place
has now become
Right Here, Right Now
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MOBILEMOBILEHow will mobile
computing disrupt and redefine the customer
journey within your industry?
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MOBILEMOBILE
View your customer’s
mobile phone as their
remote control for your
business
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FEATURE PHONES DOMINATE
FEATURE PHONES DOMINATE
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MOBILE PHONES IN
AFRICA
MOBILE PHONES IN
AFRICAFeature Phones Dominate
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INNOVATIVE TEXT SERVICES
INNOVATIVE TEXT SERVICES
SMS, USSD,
PLEASE CALL ME,M-PESA
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THE RISE OF SMARTPHONESTHE RISE OF SMARTPHONES
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» IDEOS $100 Android phone has become smartphone bestseller in Kenya.
» By 2013 there will be smart phones retailing at less than $50 in many African markets.
» 265 million data subscribers in Africa by 2015 up from about 12 million today (Informa Telecoms)
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MOBILEMOBILEA whole new way to
communicate
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MOBILEMOBILEBeyond your cell
phone
ENTER THE DRAGON78
![Page 71: Year of the Dragon 2012](https://reader035.vdocument.in/reader035/viewer/2022081414/54b6d1fe4a79594d158b4597/html5/thumbnails/71.jpg)
CONCLUSIONCONCLUSION
ENTER THE DRAGON79
![Page 72: Year of the Dragon 2012](https://reader035.vdocument.in/reader035/viewer/2022081414/54b6d1fe4a79594d158b4597/html5/thumbnails/72.jpg)
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
ENTER THE DRAGON80
![Page 73: Year of the Dragon 2012](https://reader035.vdocument.in/reader035/viewer/2022081414/54b6d1fe4a79594d158b4597/html5/thumbnails/73.jpg)
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
BOARDS DON’T HIT BACK
BOARDS DON’T HIT BACK
ENTER THE DRAGON81
![Page 74: Year of the Dragon 2012](https://reader035.vdocument.in/reader035/viewer/2022081414/54b6d1fe4a79594d158b4597/html5/thumbnails/74.jpg)
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
ENTER THE DRAGON
THE WATER DRAGON82
![Page 75: Year of the Dragon 2012](https://reader035.vdocument.in/reader035/viewer/2022081414/54b6d1fe4a79594d158b4597/html5/thumbnails/75.jpg)
THANK YOUTHANK YOU