Short term gain = long term pain

Eddie JohnsonESET Global Marketing & Communications Director

Keep things simple.

Theme of today’s presentation

CVs and applying for a job

personalisation and democratization of communication

application in the real world of marketing

Tell the truthor in Slovak … hovor pravdu

Easy concept to understand extremely difficult

for people to put into practice.

CVs and you

How good are you at advertising yourself without lying?

Writing a CV and attending job interviews is oneof the most important marketing and communication

self-promotion in a CV is accepted, however thereis a big difference between painting a nice picture and being a fraud

Poor economic growth across the globe

The truth is good people will always

do well and creativity imagination and

a bit of flair will always be admired.

Working in marketing and communications is highly competitive

difficult decisions and judgements

tell the truth it is extremely easy

Personalisation and democratisation communication

Personalisation and democratisation communication

there are several different truths which depend on an individual’s perception

extremely difficult decisions to be made in marketing and communication

consequences of bad decisions can be extremely damaging

Tell the truthor in Slovak … hovor pravdu

 The ultimate goal of marketing is to generate an intense bond

between the consumer and the brand, and the main ingredient of

this bond is trust 

Putting it into Practice

Hiscock, 2001

5 ways to foster trustwhen mixing social and

marketing

Putting it into Practice

Be Relevant

Knowing your audience isn’t optionalin the world of social marketing

Kentucky Fried Chicken wouldn’t stand a chance mixing socially with vegetarians

Serve don’t sellSociety’s “me-first” mentality opposes this philosophy.

Selling puts brand objectives at the forefront;serving places the consumer in the priority seat.

Find ways to help your consumers use your product or service – solve problems

Be ConsistentThe brand promise should remain constant

Listen and learnEncourage two-way communication,

and then be prepared to act on the feedback.

Build communityConsumers want to

do business with people, not organizations.

If your focus is just getting your brand out there for top-of-mindawareness, that may only help you in the short-run.

For long-term sustainability, your communication strategyneeds to be intentional and purpose-driven.

The message needs to have value.

Have a transparent and honest approach

Emphasise our strengths and admit our failings

Build on past success, but look to the future

Be clear, consistent and co-ordinated

Ensure that all customer contact is done in a considered way

Our approach at ESET

Some advertisers use exaggerated communicationin an attempt to grab attention.

Most consumers want to do business with brandsthat are authentic, believable and credible.

Say what you mean and mean what you say

…and above all tell the truth