Posts Tagged "engagement"

From Listening to Intelligence

Feb 26 2017

I am sharing below the slides for next Monday’s lecture. It analyses the basic ingredient of any relationship based on interaction: listening. You cannot interact, you can’t build a genuine conversation with someone you don’t listen to, full stop. As a brand, listening is also a foundation skill that companies and organisations, as well as individuals, events, candidates or recruiters had better learn seriously. It is a new competence promoted by the…

LIVErsiting off to a new start 2017

Feb 12 2017

February is here again with its usual load of advertising adrenaline, the American Super Bowl 51 among its most prominent events. This year, as usual, word of mouth surrounding the game takes place before the moment itself, as well as during and after it. Each year February also sees the start of a new LIVErtising term for Masters students majoring in Advertising at IHECS, Brussels. The course focuses on the radical change that has…

WHY you should start LISTENING!

Feb 12 2015

One idea that lies at the heart of LIVErtising is the engagement concept. It emerged from our first lecture as a key to building consumer trust and building loyalty. Our analysis of the concept enabled us to break it into two basic components: interaction and amplification. Good. This should not make us forget the first element we hit upon when trying to understand trust. It is called listening. Now, listening is an…

LIVErtising assignment 2012 #1 – videos

Feb 14 2012

If you look up at the header of the blog you’ll see the different pages – one of them is the “video gallery“. This gives you access to most of the videos we’ve watched together. For you to watch again later. Now, some of them provide some key information to understand the LIVErtising mindset, the set of mind of connected advertising. As the saying goes: Social Media Marketing is not about using…

The Last Advertising Agency on Earth

May 25 2011

In order to answer some questions I got recently, I am going to re-use part of a blog post I wrote some time ago, as it comes in nicely here. Society, media, consumption and media use are changing. Advertising must follow suit and evolve/adapt… or disappear. It is doing so, moving on a continuum from top-down over permission to participation: traditional marketing communication: push – attention – interruption – one-way – top-down…

Heineken says “thank you”. Conversational, right?

Mar 04 2011

In a recent marketing move on social media, Heineken got massive “Likes” on their Facebook page. Now, if you’re on social media for the right reasons, you have understood what the difference is between top-down and permission marketing. And you have clearly opted for the second type. This is clearly the case with Heineken, with a video where the beer giant says “thank you” to its fans, thank you for “liking” the…

Elevator Pitch schedule

May 13 2010

Hello, You’ll find the schedule for our Raz*War elevator pitch on a Buzzword LIVErtising account I have created for this purpose. The logs to sign in are “livertising@skynet.be” and “ihecsstudent”. In my preceding post “Social team work… in the clouds” I provide more background information about Buzzword as a SaaS and cloud computing. Have you read it? I also take the opportunity to point you to a very practical, concise and informative…

Social Punk 101 – second look

May 11 2010

Hello, After attenting last week’s keynote by Mindblob, aka Luc Debaisieux, I am eager to share some of my notes with you as a springboard for revision; these are based on Luc’s presentation but also provide the concepts to build to link with the LIVErtising course. First, here is the link to the keynote and an embed of one of the inspiring videos that made Luc’s keynote so ‘to the point’: Social…