Guest blogger - Robert McArthur

If you want to see how it’s done check out the New Zealand Herald App. The key to this app is providing extensive, exciting and engaging content, satisfying the expectations of the consumers and exploiting the features and possibilities of the new platform.

Guest blogger - Robert McArthur

You might remember Ben from such famous Gruen Nation pitches as: “If you think. Vote The Greens”.

This fantastic presentation demonstrated the power of fans, ideas, purpose and once more, fans. The massively successful and low budget, Tails for Whales campaign was on show to explain how with purpose – in this case the promise of building a better world – and ideas, fans can take your campaign to extraordinary levels.

Ben’s main tips:

1. Fans build brands
2. Ideas attract fans, and
3. Fans attract fans

Guest blogger - Robert McArthur

Businesses often focus solely on collecting customer information (Phase 1) and then simply expecting profits to result (Phase 3). What about Phase 2? How do you build fans? This was the focus of Phillip’s presentation.

Phillip discussed the six elements of Phase 2. He suggests that you connect with your customers. This means much more than getting people to like your Facebook page. Your message should be relevant. You need to speak in a consistent voice. It just gets confusing otherwise. Trust is a must. Did you know that to maintain trust Facebook has a privacy policy longer than the US Constitution? You need to engage your customers/audience. And you need to evolve constantly. With these elements in place it is much more likely that Phase 3 can be reached.

Guest blogger - Robert McArthur

2010 is the year for social media. If you don’t believe it check out the following YouTube clip: Social Media Revolution

To prepare us for this incredibly dynamic and transforming media platform Crispin, Michelle and Lee discussed who should use social media, while also addressing how and why to use it.

A major stand-out point for me was the notion of ROI. Not return on investment, but the Risk Of Ignoring social media. If you target audience are using it, you better get on and start having a conversation.

The other stand-out was the importance of Brand-You; the idea that individuals need to get communicating to make sure that they are seen by the right people. And with that in mind, I think I’ll start my own Twitter account now and start tweeting.

Guest blogger - Robert McArthur

There is one word that sums up this presentation: Crikey.

Robyn, a passionate, inspirational, hilarious and ‘extraordinary’ person, kept the crowd enthralled while teaching some valuable life and work lessons. Using examples from her life, Robyn showed that humour and passion is essential. As the voice of ‘Blinky Bill’ she has been able to inspire and help children all over Australia with her words. For example, Amy, a young girl with Cystic Fibrosis, had a dramatic increase in her lung function after being told by ‘Blinky’ that she was extraordinary… Crikey!

Robyn urged us not to forget the fun. Just because you might be tired after a long day at work doesn’t mean you have to be grumpy as well; you can be tired and appreciative, tired and loving or even tired and sexy…Crikey!

What a brilliant end to Marketing Week 2010. I can’t wait for next year!