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Experience & storytelling marketing
rohit2_overThe motto 'Save the best for last' did not apply because the first speaker to take the stage was Rohit Bharghava . The author of the book Likeonomics and an international thought leader in the field of social media marketing . Rohit emphasized that successful social media marketing is about creating experiences. While many of us mainly create bubbles. Nice but quickly gone. The cause is our focus on numbers (also within engagement) which makes us look too much for short-term ROI. While our focus should be on storytelling as a driver of success. Social marketing is about conversations & ambassadors who are intrinsically connected through stories. Not about brands that pretend to be buddies.
A successful example was the pearl necklace of Jackie Kennedy, the wife turkey mobile phone number list of John F. Kennedy. Jackie often wore a necklace of fake pearls that was auctioned by Sotherbys in 1996 for no less than $211,500. The real value was only a fraction of this amount; around $500-700. However, the highest bidder was not a collector or secret admirer but the American businesswoman Lynda Resnick. She bought the pearl necklace from Jackie with the brilliant idea to make replicas of it, complete with a certificate to guarantee the authenticity of the product. In total, no less than 130,000 copies were sold at $200 each! The success ($26 million turnover) was of course entirely due to the special story surrounding the product.