Nike founded GreenXchange . A website where Nike describes a technology that allows shoe manufacturers to design shoes in a more environmentally friendly way. They open up their innovations to competitors so that everyone can help make the world a better place. Imagine if a company opened up its technological innovations to competitors five years ago? The world is changing, says Simon Mainwaring. Brands no longer have excuses. The world is changing. Consumers have different expectations than they did a few years ago. Furthermore, the technology now exists to engage consumers. What's holding them back? This video briefly describes Mainwaring's bestseller We First:
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Mainwaring's keynote made it clear that social media is a rewarding partner to involve the consumer colombia phone number list in the management of a company. During an interesting panel discussion, Christine Cea (PR director Unilever), Ekaterina Walter (Social media strategist Intel) and John Bell (managing director Ogilvy 360 digital influence) discussed the necessary steps a company must take to integrate social media.
The first interesting point of the discussion was ROI. There is still too much discussion about the ROI of campaigns. When integrating social media, it is about corporate KPIs. The goal must be to have a structural impact on the company result. For a company like Unilever, it is quite a challenge to adapt the marketing philosophy. Step by step, succeed in evolving from campaign to campaign marketing, to 'always on' marketing. In addition, there is a strategy to participate in the conversation both reactively and proactively. Finally, it is necessary to develop a listening culture. Listening is more than hiring an agency, consumers must really feel that they are being heard.