DEZBATERE: MARKETING SUB PRESIUNE
O discutie deschisa, antrenanta si constructiva despre provocarile actuale ale oamenilor de marketing si advertising, sustinuta de o serie de profesionisti recunoscuti pe piata locala.

MODERATOR Bogdan Naumovici,  Creative Director, 23 Communication Ideas

VORBITORI
Calin Clej Marketing Manager, PepsiCo International Romania
Radu Florescu Managing Director, Saatchi & Saatchi (absent)
Felix Tataru General Manager, GMP Group
Iulian Padurariu Managing Partner, Trout & Partners Romania
Stefan Iordache COO, Leo Burnett Group

Verbatime:

Stefan Iordache – Sper ca din 10 agentii care merg la un pitch 5 sa dea faliment, pierzand pithc-ul si consumandu-si resursele.

Iulian Padurariu – “Nu sunt mocheta, sunt un serviciu”

Bogdan Naumovici “Ar trebui ca Felix sa vorbeasca cu clientului si sa nu mai platim TVA-ul la facturare”  ”Cred ca somajul era prea mic inainte, acum este unde ar trebui sa fie” Nu pot sa citez exact, dar a zis si ca pentru el nu prea e criza. tot 3 clienti pe saptamana, din care refuza 2. De ar fi refuzat si Gabriel Resources, mare domn ar fi fost!

Elocvent pentru ce s-a discutat pana acum este tweet-ul Anei Militaru de la IQads:  ”domn’e, ce mai, nu e criza, domn’e. totul e PERCEPTIE. nici nu le-au plecat oamenii din agentii,nici n-au pierdut conturi. totul este SUPER”

Naumovici: Daca tot ce facem e pret, e in paguba tuturor. Cum o sa mai facem bani? Un exemplu: Prigat care a vandut mai scump 1.5 L decat concurentii care vindeau la 2L

Calin Clej: N-ar trebui sa ne mai amagim ca stim consumatorii din ziua de azi. Pretul ajuta la trial, dar nu ajuta la repurchase.

Iulian Padurariu: Noi folosim ca model mintea consumatorului, nu avem nevoie de modele econometrice. Consumatorul nu e zoo, sa mergem sa ne uitam la el in cusca, consumatorii suntem noi. Un alt model este credibilitatea.

Ne lanseaza o provocare: avem o companie de vandut nisip. Cum procedam?  Ceteris paribus la situatia actuala zice

Stefan Iordache: nu comunica pret, innoveaza la nivel de produs! Oamenii accepta perceptii, exista gaz roz, din considerente de branding.

Intrebare de CSR de la Carrefour.

Calin Clej: CSR a fost definit la noi prin cine planteaza mai multi copaci. Nu au fost prea multe actiuni autentice.

Intrebare: De ce in zona de soft drink nu vedem dupa consum si aruncarea la cos in reclame?

Raspuns: Nu m-am gandit ca rezolvarea acestui element in comunicare este prioritara altor elemente. Manafu a pomenit de refresh project, dar Calin spune ca acolo este vorba de responsabilitate la nivel de individ, nu corporatista.

Felix Tataru: Vorbeste despre “Responsabilitatate si Bun Simt” al Petromului. “A fost un proiect care a facut bine brandului, dar a facut mai bine Romaniei”. “Sa nu confundam CSR cu charity, cel mai responsabil lucru pe care pot sa il faca antrepronorii este sa aiba un business sustenabil, sa angajeze oameni, nu sa ingroase randul somerilor.

Vorbeste despre campania BCR “Scoala de bani” care a facut educatie financiara, intr-o piata bancara aglomerata de o comunicare ce incearca sa stimuleze consumul.

Observatie: aceste sunt exemple de campanii ale leaderilor, insa la nivel global, Felix citeaza congresul modial IAA, unde s-a discutat despre transformarea marketingului in servicing.

Iulian Padurariu: e normal ca acesta campanii sa fie facut de lider, fiindca asta e rolul lor, sa educe piata. O companie aflata pe locul 7 care face CSR si comunica asta pe TV este narcisista. Ea ar trebui sa isi bazeze comunicare pe elementul diferentiator si sa isi evalueze actiunile prin ROI. Daca Pepsi e lider, poate ca ar trebui sa faca o campanie pentru reciclare.

Felix: o corporatie poate sa creeze din CSR un punct de diferentiere. Sunt branduri challenger care fac CSR.

Dar lui nu prea ii vin exemplele. Iulian ii spune ca tocmai asta e problema

Naumovici: CRS-ul este fitza daca nu te ajuta in business. Bucurenci a devenit celebrul din nimic. E mai bun la “dansez pentru tine” decat la ecologie.

Recomandari:

Naumovici: Sa nu va mai fie frica. Am atins fundul, care e nu chiar asa de adanc, de aici nu putem sa mergem decat in sus.

Vuvuzela: brandul castigator al crizei

Stefan: sa fim optimisti si sa ne sustinem brandurile preferate (ziarele si altele)

Felix: Ganditi-va foarte serios ce bagati in mintea oamenilor, mai tarziu conteaza foarte mult. Si pentru cei ce au bugete de media, ar putea sa atentioneze televiziunile ca sunt prea panicoase. O sa ne fie mai bine cand fiecare dintre noi o sa faca ceva pentru asta.

Iulian: Curaj, nu va lasati dusi de trend!

Sesiunea 2. STRATEGII PENTRU O PIATA TULBURE

Cum ar trebui managerii de marketing sa infrunte noile realitati economice pentru a atinge succesul cu campaniile lor. Specialisti straini ce activeaza pe piata din Romania vor oferi o perspectiva inovativa, onesta si practica asupra strategiilor de marketing si comunicare actuale 6 STEPS TO MAKING YOUR BRANDING PROJECT SUCCESSFUL Emma Beckmann Senior Client Director, Landor Associates, Hamburg

Branding is about story telling. Steps.

1. Starting a branding project

Start with the wright commitment

Start with the right focus. Create a framework that idnetifies and compares all possible interaction points where a customer experience a brand.

Analyse the brand’s equity.  Example: The lighting bolt for a a long time served Gatorade as its most important and distinctive brand element associated to the brand.

Uncover insights and identify iopportunitites by a situation analysis. The success from brands like iPod come from the confluence of several insights. Consumers wanted music in one place, but to carry it anywhere.

2. Brand Strategy

Defining the brand idea is like putting a stake in the ground. “you don’t need positioning, you need a position”

If there is nothing different about your brand there is no reason to purchase it. Aim for Relevant Differentiaton.

Many branding models can help encapsulate the brand idea.

Disney: Family Magic. Along with that comes a strong believe in delivering the brand promising. (fanatic level of details)

3. Creating the brand experience

All the people in the agency have to be on the same page (strategy, creative, production)

A brand is more than a logo. Exemple: amazon.com has hidden smily inside. Fedex has an arrow in the Logo.

Desgn is not static is transforming (see Google logo or MTV)

Packaging. Shape makes a big difference to packaging.

Testing verbal and visual identities.

4. Delivering the brand experience

“A brand is a living entity, enriched or undermined cumulatively”

Brand experience can be achieved though many means. See Virgin Airlines as an example. On picking up your bags the first thing of on conveyor is a cardboard of eggs.

5. Managing a brand

It is key that employees get a real sense of how they are becoming part of the brand delivery.

6. Measuring the performance of a brand.

At the beginning of a branding project:

• set clear KPIs for the project & the brand
• if using research, consider how it can be used for ongoing tracking.

Conclusions:

1. Be clear about what is driving the branding project form the outset
2. Focus on defining a single, compeling brand idea which differentiate
3. Marketing studies
4. Look for way to own elements of the consumer journey – “aha” momentes
5. Ensure that every single employee understands it’s role in brand delivery.
6. Track your brand success

There are many barriers to good branding.  Va recomand clipul de mai jos pentru exemplificare

MARKETING TO WOMEN

John Olivieira Manager Marketing Partnerships, Sanoma Digital

Prezentarea lui e WOW. flash based

Prezinta un pic Sanoma Digital in Olanda.

Am inceput in 1996  cu cateva site-uri. Acum ating 9 mil de utilizatori din totalul de 12 mil ai Olandei si 16 mil de oameni demografic. (cel mai mare reach in Olanda)

Ce fac de publicitate fac?

• Homepage takeover and partnerships.
• Content integration
• Dialog management / custom publishing

Internet is above all.

Knowledge & content syndication 82% of women: “I con’t live without internet”

The female potential 85% of all purchase decision are (co)made by women.

91% of all new houses.

65% of all new are

92% of all holidays

57% of all cosmetics for men

Based of comuners insights they came up with “The 5 laws of female communication”:

1. Make it beautiful
2. Be altruistic
3. Be authentic and honest
4. Be understanding
5. Start a relationship

Studiu de caz: Nivea Hair Care. Styletoday.ro introduces Nivea hair care.  25% conversation to Nivea platform from styletoday. Give aways. Make over interative (Send-a-friend). Winning professional make-overs in London.  The also had TV and print media communication.

THIS IS HOW I SEE THE WORLD THROUGH MY BREWER’S EYES- HOW ABOUT YOU?

Paul Markovits Marketing Director, Heineken Romania

The world through a brewer’s eyes – prezentare despre marketing360

Mergem catre nivelul de consum al berii din Cehia, doar ca ei au rinichi mai buni, noi ne trezim dupa 4 beri, ei dupa 6.

Piata berii a crescut pana in 2008, apoi in 2009 a scazut sub nivelul din 2007.

Marketing 360 nu este Advertising 360. Ce inseamna 360? Inseamna doar puncte de contact? Nu, fiindca asta ar fi advertising 360.

Marketingul inseamna sa raspunzi la 2 intrebari esentiale: Unde sa joci? Cum sa castigi?

Unde sa joci? Traim intr-un univers cu 3 ecrane: tv-ul, telefonul si computerul.

360 nu inseamna doar comunicare, inseamna sa faci totul pentru brandului tau.

Cum sa castigi? Poate vedem asta in filmuletele pregatite de Paul.

Global Party Heineken – Caut spotul

Heineken Cans stadium, poate l-ati vazut in fata ateneului. A durat 2 zile sa-l constuiasca, o machetat a faimosului Santiago Bernabeu.

STUDIU: CONSUMATORUL DIGITAL

Cine este consumatorul digital, ce media consuma si care este relatia lui cu brandurile? La aceste intrebari si la multe altele va raspunde un studiu eResearch realizat special pentru eveniment.

Loredana Manasia Head of Qualitative Research, eResearch Corp

Studiul a fost facut pe trei generatii, denumite sugestiv in felul urmator:

Generatia x (1965-1980)

Generatia 1.0 Generatia experimentala. A experimentat schimbari sociale profunde (incepand cu revolutia)

Generatia 2.0

Multe activitati de rutina (mersul la scoala, navigare pe internet)

Activitati ocazionale (iesit cu prietenii, sport)

Adolescenti si tineri: schimbare, libertate, nonconformism, acces la informatie.

Publicitatea online.

Cumparaturi online. Sunt influentate de publicitate, dar inainte de cumpara ceva, tineri cer parerile prietenilor pe bloguri sau in social media. Platesc ramburs, dar si cu cardul pentru sume mici

Imi pare rau dar prezentatorea merge mult prea repede pentru a selecta ceva din potopul de informatii cu care ne asalteaza. Parca sunt la un buletin de stiri.

Profilul consumatorului digital

Varsta 14-25 de ani, activitatea preferata este navigatul in internet, consuma activ continut si propune continut, da click pe bannere si considera publicitatea in retelele sociale interesant si placuta. Este preocupat de prieteni si le acorda atentie, dar mediul de comunicare preferat sunt retelele sociale sau site-ul de social bookmarking.

IT’S A DIFFERENT WORLD NOW: WHAT DO THE CHANGES REALLY MEAN FOR MARKETING?

Angelika Bergmann Senior Associate, Management Centre Europe

MCE- este un grup de fosti executives care se ocupa de anuminte probleme. Nu sunt nici traineri, nici profesori

Fac in general consultanta si misiuni de management, dar se ocupa si de misiuni de marketing de la product strategy, net promoter score, pana la digital marketing.

Ne spune ca noile piete bogata vin din tarile emergente (china, brazilia, argentina, chile, egipt, india, hong kong, afriaca, peru, singapore, taiwan, rusia, qatar, turcia, emiratele arabe unite)

Aceste tari cresc rapid datorita cresterilor demografice (old rich countries au 1mld de oameni fata de new rich ce au 4 mld de oameni)

Efectele exploziei de populatie:

• era energie ieftine s-a sfarsit
• cererea globala va creste cu 40% intre 2010 si 2030
• reducerea emisiile de carbon va fi o prioritate mare
• emisiile de gaze vor continua sa creasca
• securizarea apei si mancarii va fi complicata

Green, Clean, Fair and Do Good are top social brands

Generation Y’s 15 favorite eco-friendy brands (Outlaw Consuulting 2008)

Apple, Starbucks, Toyota, Idea, Google, The Body Shop

Aceste branduri au reusit sa fie percepute ca fiind resposabile fata de mediu prin packaging si semnale eco-friendly (Google: 7 g de CO2 per cauta google fata de  un ceainic care elibereaza 15 g)

Global Trends: Globalizare, Localizare, Innovation

“The impact of social networking of web 2.0 si equal to the industrial revolution of the 19th century” (Bill Gates) Revista Time a numit in 2006 utilizatorul ca fiind personalitatea anului.

Digital Marketing can build your brand and image Exponentially. It also allows you to teach the “new rich markets” at minimal cost.

Mobile Marketing

• M-commerce 50bn $ in 2010
• 4bn phones vs 1bn PC’s. Trend: mobile-only househoulds, India 30m internet via mobile. 4m internet via PC
• Carefully created content networks with powerfull pull and transactional character
• Support 1-to-1, many-to-many and mass comm
• Branded/ sponsored content (Bacardi radio station B-bar)
• SMS/MMS 4 trillions sms to be sent worldwide in 2010
• Web apps become modile apps: buy and sell, read reviews, receive data (e.g weather alert) comment, vote,  socializare
• Mobile content sold “on-portal” or “off-portal”
• Free phone min’s for ads, bar-codes coupons, bar-coded receipts, airline miles, earn cash, 25% users participate in up to 10 promotions mothly
• New technologies “Augmented reality”
• Mobile increasingly used flor non-digital tranzactions.

Viral Marketing

• techniques using social media to spread a compelling engaging idea in “viral” (self-replicating) way.
• Form: video clips, interactive Flash games, ebooks, images, emails, sms
• Idea has to be interesting, entaitaining or curiosity provoking to be worth spreading to begin with.
• Objective: to improve imaga, increase brand awareness or positive attributions
• Viral marketing is often used in a hidden, undercover way.

Example 1: Pepsi Refresh Project

Exemplul 2 “Liquid Mountaineering

5 LUCRURI PE CARE AI PUTEA SA LE FACI DIFERIT IN CAMPANIA TA ONLINE

• Evitarea loop-ului: Cum sa nu incepi fiecare campanie de la 0 • Ieftin, Rapid si Bun Mit sau adevar? • Social media Ce e in spatele lui ‘hai sa facem ceva pe Facebook/Twitter’ • Constanta in comunicare: De ce sa nu asterni tacerea “de dupa campanie” •  Prizing:Merita investitia in premii mari?

Adrian Alexandrescu Managing Partner, Interactions

I. Sa fii sigur ca dialogul nu reincepe din acelasi timp

Chiar e mult mai greu sa castigi un client vechi decat sa pastrezi unul existent.

Totusi 90% din campaniile studiate de Adrian sunt gandite pentru “consumatori reci” (campanii de activare)

12 campanii, 7 branduri din 4 categorii (FMCG, retail, ITC, servicii finaciare) pe decursul a 22 luni

• in 5 cazuri nu am primit nicio comunicare timp de 9-14 luni
• in 3 cazuri am fost invitat sa ma inscriu din nou pe un site de companie cu exact aceleasi date
• In 3 cazuri am primit exact acelasi mesaj care probabil a fost distribuit catre toti ceitinti de campanie

Concluzii:

• Se colecteaza date inutil, uneori si incorect, care doar ingreuneaza participarea userilor (e.g preferati biscuiti sarati sau foarte sarati)
• Nu se analizaeaza suficient comportamentul unui user in campania N-1 pentru a imbunatati mesajul din campania N
• Comunicarea se face in regim “mass” fara a lua in calcul diferentele dintrie useri
• In unele cazuri date colectate sunt aruncate intr-un sertar

Intrebari inaite de campanie

1. Cand am proiectat campania am tinut cont de ce am invatat in campaniile anterioare? (comentarii, probleme logistice, raspunsuri la intrebari)

2. Colectez doar ce imi e necesar, dar tot imi e necesar? am tot ce imi trebuie pe viitor -inclusiv un plan

3. Tratez diferit ultimii participanti pentru a recompensa loialitatea

II. Ai dimensionat suficient premiul?

Exista o corelatie slaba, directa intre cresterea unui premiu, peste 2500 euro (in special cand e comunicat in bani sau bunuri de valoare e.g casa) si numarul de participanti

Exista o corelatie puternica, directe intre valoare premiului si interesul “promo-freak-ilor” (care fac volume imense de intrari!) Cea mai mare participare a fost de 48% de intrari creata de un singur om) (Puha, Cocos, Dragomir)

Exista o corelatie puternica intre mecanica & creativitatea premiului si rata+frecventa de participare (concurs vs tombola) – de patru ori mai activi

Exista o corelatie puternica intre media-comunicare  si numarul de participanti.

Exista o corelatie puternica si inversa intre valoare moderatorului si gradul de plangeri publice (nu moderati cu un junior)

Recomandari:

1. Nu sunt necesare premii de valoare foarte mare, cat timp ele sunt inedite sau utile (best practice promotiile Sprite)

2. Concursurile angreneaza mult mai multi consumatori decat tombolele si starnesc conversatii (recomandabil cu premii zilnice)

3. Tratarea din mecanica a promo-freaks prin consumatori de valoare.

III. Constanta in comunicare

Dintre brandurile analizate, toate au in comun acelasi lucru: comunicarea in shot-uri (desi motivatia e greu de inteles)

Recomandare:

Planificarea, lansarea si Mentenanta unui proiect de background (club de loialitate) online (site sau social media) care sa umple spatiile dintre campanii si sa permita oferirea de date noi relevante

IV. Social media (gardul si leopardul)

Hai sa facem si noi ceva pe Facebook / Twitter

Problema e cand vrei sa faci Social Media fara a fi dispus sa schimbi ceva si in organizatie/produs/buget/retete de comunicare.

Viitorul nu pare a apartine scenariului “devine prietenul nostru si promitem sa spunem tie prima data de noutati”

Nu orice e Nike sau Apple, prin natura procesului

Takeaway.

1. Reusesc sa gasesc un motiv de a exista in Social Media tinand cont de produsul meu?
2. Am catalizator care sa declanseze discutia si un plan sa o mentin
3. Am bugetul sa sustin activitatea in Social Media

V.  Putem sa face ceva repede si ieftin care sa fie si corporate

Just don’t do it!

FRAGMENTED FUTURE

Trusa ta de online cuprinde: site, banner si e-mail? De astazi trebuie sa cuprinda si social media!

Stela Toderascu PR & Advertising Manager, AVON Cosmetics Romania

A vorbit foarte multe de blogul Avon www.avonspaceblog.ro , blog ce a castigat premiul de cel mai bun blog la Roblofest si locul 2 la blog de campanie.

Au lansat de curand http://www.myavonmobile.ro/ o retea de telefonie pentru fete, cu foarte multe functionalitati utile pentru targetul Avon.

quiz pe facebook 125000 de intrari

NEXT LEVEL IN BRAND PR

Ioana Manoiu Managing Partner, GMP PR

Premisa 1. Nici unui jurnalist un ii place sa ii sa zica despre ce sa scrie

Premisa 2 Presa este in criza

Premisa 3. Jurnalistii vor sa scrie despre picantierii si vedete locale

Premisa 4. Vestile bune chiar nu intereseaza pe nimeni

Brief de PR. Lipton Ice Tea are un parteneriat international cu Hugh Jackman

Agency job:

• cresterea notorietatii lui HJ in Romania
• maximizarea parteneriatului
• crearea de word-of-mouth

Solutia: campania anti Hugh Jackman

Ce s-a facut:

1. anuntarea partneriatului printr-un comunicat
2. scrierea povestei: crearea motivului – construirea pozitiei – boicotul
3. motivul: Cu ce vedete si-ar insela femeile din Romania barbatii?  Studiul in parteneriat cu kudika.ro, 6700 de respondente, HJ a iesit pe locul intai. (surprinzator
4. Au aparut stirile cu Mircea Badea, amantul perferct (cel mai sexy barbat roman) precedat de HJ. Acesta a vorbit in cadrul emisiuni despre acest studiu, a scris pe blog, au aparat clipuri pe youtube cu secventa respectiva http://www.youtube.com/watch?v=G14vfjRdXGI
5. Daniela Crudu a spus ca vrea sa-si insele iubitul cu HJ in cadrul emisiunii de dimineata “Dimineata cu Razvan si Dani”
6. Au creat miscarea anti HJ. Campania si anti-campania HJ au rulat in paralel.
7. A inceput boicotul: membri anti-miscarii  sa nu deschida televizoare cand va fi spotul cu ispita: vineri seara de la ora 9, in cadrul emisiunii “dansez pentru tine”
8. Razvan si Dani au sustinut boicotul intr-o emisiune, idee preluata la radio si de catre Serban Huidu la Kiss Fm, care vorbea de blog si idee.
9. A fost preluata idea si pe alte radio-uri, dj-ii au vorbit extrem de mult de initiativa si blog
10. In doar 2 saptamani:

• 144 de materiale de presa, 5 tv, 12 mentiuni radio, peste 10 mill de impresii
• efect viral puternic, peste 50 de tweeturi, 30 de bloguri, 800 de comentarii
• valoarea media a campaniei de 14 ori mai mare decat investitia
• Ratingul spotului de 11 puncte desi ratingul emisiunii a fost doar de 7 puncte

Evenimentul este organizat de ASLS Romania, “o organizatie de tineret care a implinit 10 ani de activitate in 2009″ zice Mihaela Draghici, presedintele ASLS. Buuuun. Ne mai spune  si faptul ca evenimentul este sprijinit de Agentia de Strategii Guvernamentale, Parlamentul Romaniei si Ministerul Comunicatiilor. Bun, deci proiectul e facut pe banii statului, nu putini, ba chiar mai mult se investeste in general in evenimentele de profil. O fi un record? Nu spun nimic de consilierii evenimentului si companiile implicate, atata timp cat evenimentul iese bine toata lumea e fericita. Nu am auzit de discursuri electorale, deci toate bune pana acum.

Dar sa lasam partea politica a evenimentului si sa ne bucuram de invitati, bloggeri destul de cunoscuti in afara, multi dintre ei foarte apreciati in tarile lor, dar si in plan international. Ii multumesc lui Sorin Tudor de invitatie de a face live-blogging la eveniment. La treaba zic!

Dar sa va zic si de agenda:

The live streaming is free of charge http://worldbloggingforum.com/live/

I will swich to CNN right now, making just a few romania comments.

09:30 – 10:30 – The official start – up of the conferences

Opening speeches (Partea pe care am sarit-o cu eleganta, moralist fiind)
• M. Traian Basescu, President of Romania;
• M. Daniel Buda, President of the Judicial Commission, Chamber of Deputies;
• M. Gabriel Badescu, President of the Agency for Governmental Strategies;
• M. Catalin Marinescu, President of ANCOM;
• Mihaela Dr?ghici, President ASLS Romania
• Dl. Loic LeMeur, guest speaker, blogger and entrepreneur, founder and CEO of Seesmic, founder and host of the LeWeb conferences(Paris).

First of all, I’m impressed by the layer of the room and seats, being a round table. It’s quite impressive, everybody sees everybody, something that gets you involved. Speaking of that, at the end of the short speaches I don’t hear too many question from the romanian party (just the moderator sometimes). But the other bloggers are extremely involved and inquisitive, which is normal as they are the core target of these event.

As I can see from the Agenda, they are supposed to come up with a “Bucharest Global Blogging Manifest”, drowing some conclusions about blogging in general and online jurnalism in particular.

11:00 – 13:00

I. Blogs and citizen journalism
The influence of blogs on the civil society | Standing up for the community

Moderator: Dumitru Bortun – President of the Honorific Jury, Romanian Association of Public Relations

Zhou Shuguang from China,  one of the many veterans fighting the censorship of news and Internet restrictions in China.

He talked about overcoming those restriction and how the content is distributed in such an environment. RSS plays an important role in news distribution and has the best reach

Well Abbass from Egipt, a renowned Egyptian journalist, blogger and human rights activist who blogs at Misr Digital (Egyptian Awareness). He reported an incident of mob harassment of women, and broadcast several videos of police brutality. His actions lead to the conviction of police for torture, but he has been harassed by the Egyptian government, and his accounts with YouTube Yahoo were closed. YouTube has since restored his account and most of his videos. Facebook has deleted Wael’s account. His story is most impressive and his speach was one of the best ones so far.

Jeff Jedras | As both a journalist and a blogger, Jeff Jedras has his feet in the worlds of both old and new media. He writes a well-known political blog called A BCer in Toronto, focusing primarily on federal politics and his support for Canada’s Liberal Party. (hmm, parca vad acum cum se declara bloggerii de partid)

Michael Reuter from Germany,  the co-founder and CEO of YiGG, a leading German social news community based in Munich. YiGG.de has about 800.000 unique visitors a month reading, discussing and publishing 500+ news per day . He has a very interesting WebTV show, for those speaking german, I highly recommend it.

The Dutch Ramon Stoppelenburg, became world famous for being the first ever person to travel the world for free, totally relying on the hospitality of strangers from all over the world, who invited him over through his website www.letmestayforaday.com. Over 3,577 people from 72 countries invited him over and from 2001 to 2003 he travelled through 18 countries in total, varying from Norway to South Africa and from Australia to Canada. His story truely amazing, as you cal tell, wish his book was available in english. Dumitru Bortun promised him a publishing deal in Romania, I hope he can delived.

Dobo Matyas – Peer – is widely known and acknowledged Hungarian IT expert, entrepreneur and blogger, introduced nearly a dozen successful web services in Hungary and he’s leading one of the most successful Hungarian internet technology blog – doransky.hu.

He developed one of the most successful blogging platforms, the first and leading video sharing platform, the most successful microblogging platform in Hungary and also worked for leading media companies on introducing money and health related services as well as VOD services for companies like RTL and T-Mobile. He also introduced several successful web services in the central European region, mainly in Czech Republic, Poland.

That was it for my in the first day.

Second Day

I will use some of the tweets of Oana Bratila, another romanian blogger as a source for citing the speakers, saving this valuable information.

The Future of Blogging

Ritchie Pettauer, Austria a blogger, online consultant and teacher at the University of Vienna.

Ritchie Pettauer studied science of communication in Vienna and started running his first online community (medianexus.net, archived in the Austrian National Library) in 1996.

After finishing his thesis on media theory, he worked at various online advertising agencies until he founded p*n*c (pettauer.net consulting) in 2002.

FB, Twitter and the other social networks are a great way to increase you blog traffic. Also use it for content teasing.

You have to find out what your audience would like to read about, in order to maximize it.

Target marketing the right way and even though you have only 200 visitors ,you can earn more then blogs with thousands of visitors

In Austria, every company feels the urge to use FB and other social media to generate income

Readers do not care about the advertising stuff – whether you earn money from your blog or not. They care about the content

You should ask your self – am I writing this blog for personal branding or am I writing it to earn money.

Find as many sources as you can, read many opinions and then write YOUR own one!

Emin Huseynzade is a new media specialist and trainer who has worked for numerous Azerbaijani and international organizations.

He is working for Transitions www.tol.org as Caucasus Project Manager for new media development program. He is promoting blogging all over the Caucasus. Up until now, he has conducted more than 20 local workshops in Caucasus and Europe.

Flash Mobs will be a part of Global social activity

In the future ppl will use more tagging platforms and mobile blogging will also increase.

The future will be seen in smaller screens

We’re blogging mostly because we want to say something or we have something to say,

Dutch Ramon Stoppelenburg. I already introduced him and I’m thankfull for his retweet relating my live-blogging post.

ramonesENG Live blogger @mirinel is covering all the speakers at the #WBF2009 http://bit.ly/Vy4lk

The main idea of his speech is that bloggers should be getting more on video. An interested idea shared by Luca Sartoni from Italy @hikari saying ”The future of blogging is the future of webcast”

Luca Sartoni is a Media Strategist and a professional blogger. He works in the social media market from 2007 and he is specialized in media strategy, business development and professional menthoring and coaching.

He formerly worked for RCS as a contributor/blogger and was the italian chieaf editor of Intruders. TV, an international videoblogging network covering web startups, social media and tech events all around Europe.

At the moment is working for 123people.com as PR & Media Strategist for Italy. He develops the media strategy and the PR in Italy, for the world’s biggest people search engine, which serves over 15M users every months in 9 countries. He developed the italian education program for XING, the german business social network.

Ask yourself how you can compensate for a problem that you have. This is responsability.

The impact of SEM on someone’s reputation – huge!

On twitter anyone can become the unofficial spokesperson of any company and it is not a good thing

Andrea Vascellari is a communicator currently founder and CEO of iTive.net(www.itive.net) an international digital strategy consulting firm based in Finland.

He is author of a highly influential blog and producer of VMC the Vascellari Media Channel.

Both, blog and media channel, attract the attention of worldwide subscribers and are accessible from his website at www.andreavascellari.com. (I recommend you his latest post on his blog relating WBF2009

You can watch his presentation form this section bellow.

The speakers of Online Journalism agenda

Onnik Krikorian is a journalist, photojournalist and blogger from the United Kingdom based in Yerevan, Armenia, for the past 11 years. In addition to writing and photographing for the mainstream traditional media, as well as working with outlets such as the BBC, Al Jazeera English, and The Wall Street Journal, he has been blogging since 2005 and is the Caucasus regional editor for Global Voices Online.

His work as Global Voices Online is just amazing. I think the next link will capture more than any word: tracking suppresion of online free speech.

David Sasaki is the Director of Rising Voices, a global citizen media outreach initiative of Global Voices Online.

He manages a portfolio of small-scale projects around the developing world that use citizen media to effect social change. Prior to his current focus on outreach he served as Global Voices’ Latin America Regional Editor, monitoring the Latin American blogosphere, highlighting key content and translating select posts from Spanish to English.

David talked about his work at Global Voices and how online journalism is changing with the help of social media and the penetration of internet access.

There are editors who are gatekeepers and they decide what is going to be written or not

The lack of responsability in the media – fact checking is going down.

We get more information from our friends that from media (however, the info we get from them is mostly from media…

Self interest is what governs our participation online. We do it because it makes us look better

Jakub Górnicki works in social media field for past few years. Currently he is responsible for Corporate Development for mixxt.com (create your own social network in 5 minutes) in Europe, and evangelises Prezi.com (presentation software) in Poland.

Jakub is also freelance journalist and photographer. Didn’t like writing blog for a long time, but changed his mind after going for Belarusian Parliamentary Election in September 2008. As a correspondent for Indigo Magazine (Dutch based European lifestyle mag), he initiated a special blog to share constant updates about elections – http://bit.ly/4ccdnX and http://bit.ly/HRhdO .

He blogs in English about new media for journalists here: http://kosmopolish.com and recently started to produce weekly live video show connected to the blog, called KosmoShow.

@kosmo talks about his “second person” – the one from social media  It is impossible to deliver 10 stories a day if you want to follow journalism standards. You don’t have to chose between quality or quantity – you can have them both.

The session is over.

After that the Forum will start working (actually editing an online wiki) of the Bucharest Global Blogging Manifest.

I’m extremely anxios about the results.

Lume buna, cam toti care sunt activ in acest mediu, si discutii mai mult sau mai putin orientate spre business.

Nu o sa mai fac live-blogging, cum faceam de obicei, fiindca sunt prea obosit (da stiu nu e o scuza) si fiindca deja Titus face asta, si o face chiar bine. Predau stafeta cum s-ar zice.

Daca vreti puteti sa urmariti transmisiunea live aici

09:00-11:00 S E S I U N E A I

• A peek inside the Social Networks in Romania – Adina Madularea (Daedalus Millward Brown)
• Contradictions in Social Media- Bob Rapp (Vodafone Group)
• An user experience story – Michael Köster (Microsoft) &Todi Pruteanu (Microsoft Romania)
• Today’s hidden dangers- Stefan Tanase (Kaspersky Lab)

11:00-11:30 Pauza

11:30-13:00 S E S I U N E A II

• Room raiders 24/7 – How your social persona lets everyone peek into your personal life-Bogdana Butnar, MRM Worldwide
• Future of Social Media- Sharifah Amira (Frost & Sullivan)
• Internet on your mobile. Beyond news and games- Stephanie Jackson (Vodafone)
• Collaborative Web- Mihai Pricope (Adobe Romania)
• Brands and bloggers-Radu Ionescu (Kinecto)

13:00-14:00 Pauza

14:00-15:30 S E S I U N E A IIIWORKSHOP 1- Web Design

WORKSHOP 2- Blogging – Part 1

WORKSHOP 3- Mobile

15:30 – 16:00 Pauza

16:00-18:00 S E S I U N E A IVWORKSHOP 1- Web Development

WORKSHOP 2- Blogging – Part 2

WORKSHOP 3- Microblogging

Multe dintre companiile romanesti aflate sub presiunea situatiei economice cauta sa integreze in strategia de marketing si promovare solutii care aduc rezultate concrete, masurabile. Internetul ofera instrumente si metode excelente pentru a comunica mai bine cu o audienta, pentru a comunica relevant si a te promova cu resurse optimizate.
11 specialisti vor transmite participantilor idei, studii de caz si solutii concrete pentru a folosi marketingul online ca avantaj competitiv in strategia de business.

La eveniment sunt asteptati, printre altii, specialisti din domeniul comunicarii, marketeri, brand manageri, antreprenori, executivi, jurnalisti, consultanti, profesionisti din domeniul web, intr-un cadru care incurajeaza schimbul liber de informatii si dezvoltarea de relatii.

Plecand de la interesul crescut pentru informatia practica si transferul de experienta al vorbitorilor la editia precedenta, cat si dorinta de continua dezvoltare a organizatorilor, IMTO 2009 va aduce, pe langa prima zi de conferinte, o zi dedicata exclusiv workshop-urilor cu teme precum online si offline marketing, SEO si SEM.

La evenimentul desfasurat in 29-30 mai, hotel Unirea, vorbitori vor fi: Doru Panaitescu, Adrian Soare, Bogdana Butnar, Adriana Iordan, Claudiu Murariu, Madalin Matica, Alexandru Israil, Ciprian Stavar, Dorin Boerescu, Gabriel “Krumel” Curcudel, Adrian Monoranu.

Sursa: Basic Marketing

Nu am reusit sa ajung la editia trecuta, insa voi face tot posibilul sa ajung la acesta. Cine mai merge sa lase un comment, nu de alta, dar pe lungul drum pana la Iasi (15 trenul) putem avea multe discutii interesante. Sau poate se vor naste proiecte noi, parteneriate, prietenii. Nu m-ar deranja nici sa calatoresc cu unul dintre cei mai sus mentionati

Pentru cei ce nu cunosc CNSC este Congresul National al Studentilor la Comunicare. Un eveniment adresat studentilor la comunicare aflat la a 6-a editie. Acum e musai sa treci in agenda ta cel mai mare eveniment despre comunicarea online destinat studentilor.

Asa o sa tii minte ca între 2-4 aprilie 2009, PRIME România te asteapta la Hotel Caro la o noua editie a Congresului. Anul acesta vorbim despre Media Digitala – imperativ al comunicarii contemporane; aducem alaturi cele mai cunoscute nume din industrie, puse pe impartasit know-how despre blogging, retele sociale, online advertising, cross-media si multe altele.

Pe 2 si 3 aprilie îi vei asculta la conferinte si studii de caz, iar pe 4 aprilie ii vei avea profi pentru o zi la workshopuri

Nu-i de glumit, invitatii sunt oamenii care fac industria de online de la noi si isi rup din timp sa impartaseaza know-how-ul, valoros si atat de greu de dobandit in mica noastra tara, urmatoarei generatii de comunicatori (online si nu numai). Abia astept workshop-urile, care pana acum pentru mine au fost pricipalul motiv de a merge la CNSC. Sa speram ca anul acesta si conferintele vor fi pertinente si nu voi auzi numai intrebari de periat invitatii adresate de catre studenti care vor sa intre in publicitate, dar habar n-au ce inseamna asta. Use the door, Luke! use the door.

Pentru detalii despre Inscriere, apelati cu incredere la site-ul CNSC. Eu cu siguranta voi fi acolo. Cine mai vine?

Ziua I – 2 aprilie 2009

10.00 – 12.00: Media digitala – aspecte esentiale si mituri

Moderator: Alessandra Stoicescu (Prezentator stiri, Antena1)
Invitati:

Ana Maria Constantinescu (PR Director GMP PR)

Dorina Gutu (Profesor universitar, SNSPA)

Victor Kapra (Consultant independent)

Adela Nicoara (Fondator PR Progress)

12.30 – 14.30: Culisele campaniilor online

Moderator: Catalin Maruta (Prezentator Tv, “Happy Hour”) NUUUU
Invitati:

Razvan Capatina (Google Advertising Professional)

Bogdan Nitu (Managing Director Webstyler)

Ionut Oprea (Director Executiv IAB)
Mihai Tataru (Managing Director Senior Interactive)

15.30 – 17.00: Studiu de caz: eLowe – Interactivitate & Digital

Invitati:

Vlad Ciocan (Technology director)

Cristian Pantazi (Creative Director)

Ziua a II-a – 3 aprilie 2009

10.00 -12.00: Social networking – agora digitala

Moderator: Serban Ciusca (Realizator TV, The Money Channel)
Invitati:

Adrian Alexandrescu (Managing Director, Interactions)

Cezar Paul Badescu (Scriitor)

Calin Fusu (Director general Neogen)

Aura Tatu (Coordonator “Virtual Romania”)

12.30 – 14.00: Blogul – o noua carte de vizita

Moderator: Cabral (Realizator TV, Fondator http://www.cabral.ro/)
Invitati:

Cristina Chipurici (Fondator monden.info)

Mugur Patrascu (Managing partner iLeo)

Razvan Tupa (Poet, Fondator corpuriromanesti.blogspot.com )

Bobby Voicu (Fondator www.bobbyvoicu.ro)

14.00 – 15.00: pauza

15.00 – 17.00: Studiu de caz: Prigat – Olimpiada oamenilor obisnuiti 
Moderator: Andreea Nicolcea – Senior Brand Manager, Prigat
Invitati:

Diana Alexa – BrandComm Manager, iLeo

Bogdan Naumovici – Creative Director, 23 Communications Ideas

Ziua a III-a – 4 aprilie 2009

10.00 – 16.00: 10 workshopuri simultane sustinute de:

Intertel Communications
Alin Zainescu
iLeo
Blogway
ARBOinteractive
Hyperactive
Kinecto
Green Pixel
F5-X Media
Radio 3Net