InVerge 2007 - day 2 - after lunch
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InVerge 2007: the interactive convergence conference day 2 after lunch.
We are back from lunch and Jason Stoddard and Ken Brady from Centric are being introduced.
Jason Stoddard
Managing Partner / Strategy
Centric
Agency of Change
Ken Brady
VP
Asia Region
Virtual Worlds: Final Invergence?
Questions from Ken and Jason.
- Do you know what a virtual world is?
- Have you spent any time in one?
- What do you think of them?
Types of Worlds
- Freeform
- Social
- Themed
Freeform Worlds: Good and Bad
Unreliable technology but it is changing very rapidly.
The Ultimate Media Mixer
The community are the ones taking things out and bringing them in.
A look at what’s being done.
- Transformers
- Manoa Project
What do you think?
New Communities
Most are not English speaking.
What do you think?
Using Completely New Marketing Models
Nissan has given away virtual cars with links out to more information.
Every object in Second Life has a product identifier with a right click.
You can right click a billboard and IM the creator.
Your Brand May Already Be There
MGM Stargate
What do you think?
Things That Haven’t Been Done
Steve is back on stage alfageek TV is streaming the event live. He is now introducing Lori Schwartz.
Lori H. Schwartz
SVP & Director
Interpublic Emerging Media Lab
Interpublic Group
Creating a Learning Agenda for Emerging Media
How do you get clients to sign on for these things?
Get the clients to use the stuff you are telling them about.
You need a virtual component. You need to be using what you are teaching and selling.
How do you break down the worlds for specific demographics?
Speak to it purely as a specific channel and or device.
Emerging Media Behaviors
Take a Day in the Digital Life of your Demographic.
- Learning agenda
- pilots
- educational language
The Changing Media Experience
It’s not just about what’s happening in the living room any more!
Strategy for content.
Mobile - The New Engagement Model
Social Media
A Cultural Revolution…
iPhone
Pilots and tests are important but they must be part of a 6 month or more campaign.
BlueCasting
Social Virtual Communities
Research Driven
Emerging Media Roadmap
specific fund for emerging media
you need to set up evaluation benchmarks
Steve is back on stage again. He is introducing Catherine Ogilvie.
Catherine Ogilvie
Executive Vice President &
General Manager
San Francisco Office
Edelman Public Relations
Blogger, Boomer, Reporter, Radical – Who’s Building Your Brand?
23 years in marketing this is her first job in PR. She used to work for Napster.
Introducing the Converged World
New communication models must follow
Old world vs. New World
RSS will be at the center of the New World
Poor slides My guess she is running Longhorn OSX Vista.
The Fall of Spin
It’s All About creativity, conversations and storytelling
The Disconnected Reconnected consumer
Convergence Culture
- Culture of Sharing
- It’s all about Social Networking
- Self Improvement
- Co-creation
- Global Social Conscience
A Marketing Paradigm Shift
- Time to remix the marketing mix
- A day in the Life - the New 3D consumer in action
The Marketing ReMix
Consumer
Powerful Idea
Purpose
Are all at the center of the target!
The New Consumer
- Consumers as Community Members
- Consumers as Trust Holders
The Credibility Channel - What’s on?
Brand management, Awareness, Original content…
Starbucks as an example
- A Life moment comes of age for coffee
- The culture of coffee and …
- Corporate responsibility
- Social responsibility
- Social Networking
- Media relations
- Branded experiences
- Viral/word-of-mouth
- Original content
- Sponsorships
- Experts
If it isn’t relevant, social, valuable, personal it’s interrupting.
Great event I will give you my evaluation soon!
late,
gary pool
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