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Opinion Leaders - The Changing Relationships Between Customers, Publishers and Media
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Opinion Leaders - The Changing Relationships Between Customers, Publishers and Media
Boris Schneider-Johne | Director of Enthusiasm, Independent

Location: Congress Saal 1
Date: Monday, August 19
Time: 16:00-17:00
Tracks: Business, Marketing & Management
Format: Session
Vault Recording: Video

Go back twenty years to 1993. When you wanted to complain about a product you wrote a letter to an editor for information, referred to magazines, or to your local retailer. Today, customers and users are in direct contact with producers and in direct competition with journalists. The leadership of opinions has shifted dramatically, but many people still ignore this situation - especially the journalists. Boris Schneider-Johne takes all of his knowledge from thirty years as a customer, producer, journalist and marketer, and explains the psychology of app store ratings, the power struggle over review embargos, the potency of numbers, and the emotions about technology. Warning: may contain current brain research, nostalgia, cynical remarks, usable tips and interactive experiments with the audience.

How does a customer really feel about his own opinion and the opinions of other people? How can a developer persuade people to give his product a chance? How do you deal with somebody who not only dislikes you, but tells the world about it?

Intended Audience
Developers, especially independents who do not have access to marketing resources but want to understand what makes customers tick, and journalists too.

Boris Schneider-Johne | Director of Enthusiasm, Independent
Boris Schneider-Johne (47) was one of the pioneers of video game reporting in Germany and worked as a producer, translator, marketer and programmer for companies including LucasFilm Games, Interplay and Origin. When he turned 30, he wanted to do something non-gamesy for a change and joined Microsoft in 1997. Then, he ended up doing 10+ years of marketing for Xbox. Right after the successful launch of Kinect he finally got serious and now runs marketing campaigns for Windows 8. His dubious references include a Wikipedia entry that names him one of the 47 best known persons of his hometown, Grevenbroich. Also, he needs to sign boxes of "Secret of Monkey Island" three times a year because lots of people in Germany still remember his translations, but not the magazines he co-created: Power Play and PC Player. Together with old friends, he runs the monthly podcast "Veterans of Gaming." He also is an active member of Mensa in Germany.

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