IMC-MCOM 45 - Class 2
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Powerpoint from Class #2 - MCOM 45. Note links list will be posted separately
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IMC-MCOM 45 - Class 2
- 1. Event Marketing and Management Class #2 Sept. 19/11
- 3. structure method content top down 1 way passive static inefficiently shared bottom-up 2 way participative dynamic effectively shared
- 5. TYPES OF EVENTS – BROAD CATEGORIES
- 6. TED AMD TYPICAL PRESENTATION TYPICAL ONLINE PRESENTATION defined TYPICAL VIRTUAL CONFERENCE Le Web PANEL DISCUSSION TYPICAL 2nd LIFE PRESENTATION STRUCTURE face-to-face tech + WORLD CAFE PODCAMP user-defined COFFEE SHOP BARCAMP CAMPFIRE CONVERSATION UNCONFERENCE “VIRTUALNESS”
- 7. COMDEX 2011 TWEAKTOWN SHE'S GEEKY XPOFAIRS COMIC CON G4 TV WEB 2.0 EXPO SF 2011 LE WEB WORLD CAFE PODCAMP TORONTO world’s ugliest link cloud…
- 8. VIRTUAL EVENT TRENDS = GOOD 1) Virtual Comes of Age: In April 2010, CiscoLive first hybrid (physical + virtual) event to receive Event Marketer’s Grand Ex Award. 2) Hybrid Events Gaining Popularity: ‘09 - virtual-only events ‘10 - physical events added a virtual component (hybrid) ‘11, “should we go virtual?” is now “how do we add virtual to our event?” VIRTUAL IS A NORM 3) The Rise of Gaming and Social Media: Virtual event providers integrated with gaming and social media offerings.
- 9. VIRTUAL EVENT TRENDS = GOOD 4) Resurrected Brands: e.g COMDEX return as a virtual event. Underscores and models a business case for virtual events viability for reviving conferences or testing the market for new conferences. 5) True Consumer Driven Experiences The user defines… Mountain Dew Grabs Grand ExStella Artois Crowns Draught MasterHot Wheels 6) Deep Personalization ASIC's NYC Marathon
- 10. VIRTUAL EVENT TRENDS = GOOD 7) Relevant Product Integration Beyond the BoothNike's Motel No-TellCadillac Culinary ChallengeBlack Eyed Peas and Blackberry 8) Hybrid Satellite Events 9) B2C @ B2B Events International Porsche Dealership Cayenne LaunchInfinium Turns to Flash Mob to Team Build
- 11. VIRTUAL EVENT TRENDS = GOOD 10) Narrowcasting via Behavior Mapping 4 Square, RFID, GPS The Army and Air Force Score LeadsOn The Right Track 11) Persistent Online Platforms TED - Event that never ends Web presence that is a constant event 12) Virtual Crowdsourcing 13) Competitor Experiences Naughty Volvo
- 12. VIRTUAL EVENT TRENDS = NOT SO GOOD The “First, Largest, Only” Hyperbole: No One’s Home: Pretty Graphics are Not UI Design: Invisible Virtual Audiences: ROI Confusion:
- 13. INGREDIENTS
- 14. PLANNING CYCLE
- 15. APPROACHES
- 16. TOOLS
- 18. Name of the specific project.
- 19. Name of the individual or team that has prepared the business case.
- 20. Date of preparation of the business case.
- 22. Expected Results (Chief Benefit):
- 25. Scope Statement: What is going to be delivered, by when, how much will it cost time/$ and how will it achieve the objectives.
- 27. Options considered/Reason for chosen path, along with the reasons for preferring some over others
- 28. Benefits to the BusinessBenefit/Impact/Success Criteria
- 30. Risk of Not ProceedingTHE BUSINESS CASE
- 31. Your Post-Class Post of the Week Go to - http://www.googleartproject.com/ Tell me what’s good/what’s missing What would you do differently Show me one example