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Marketing in the Era of Chaos
 

Marketing in the Era of Chaos

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We are in an era of chaos. Understanding how to harness the opportunities and bring delight to your consumer will be imperative to your brand's survival.

We are in an era of chaos. Understanding how to harness the opportunities and bring delight to your consumer will be imperative to your brand's survival.

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    Marketing in the Era of Chaos Marketing in the Era of Chaos Presentation Transcript

    • MARKETING IN THE ERA OF CHAOS Survival in the era of chaos is dependent on “eye-opening” entertainment + genuine customer experiences Mitch Kapler Carrot Creative January 2014
    • TODAY, EVERYTHING IS TRANSPARENT Image source: www.huffingtonpost.com
    • CHAOS IS CONSTANT Image source: http://www.verycd.com Image source: cryptome.org
    • TRUST IN MEDIA, GOVERNMENT AND CORPORATIONS ARE AT AN ALL-TIME LOW 1 2 IT’S TRUE 3
    • BIG BUSINESS IS NO LONGER INVINCIBLE 87% OF THE 1955 FORTUNE 500 COMPANIES 4 ARE NO LONGER ON THE LIST 40% OF THE FORTUNE 500 COMPANIES WON’T BE ON THE LIST IN 2020 5 Image source: 9to5mac.com
    • STANDARDIZED COMMUNICATION MODELS ONLY WORKED IN A STANDARDIZED WORLD Image source: web.archive.org
    • FROM THE PRINTING PRESS ONWARDS, COMMUNICATION MODELS LOOKED LIKE THIS: ONE-WAY; CENTRALIZED MEDIA BROADCAST MESSAGE MASS AUDIENCE
    • THEN, THE INTERNET CAME ALONG, WHICH GAVE WAY TO THE NEWSFEED CHANGING THE MODEL FOREVER ONE-WAY; CENTRALIZED MEDIA BROADCAST MESSAGE MASS AUDIENCE TWO-WAY; DECENTRALIZED THE NEWSFEED
    • BROADCAST MEDIA IS AT ODDS WITH THE NEWSFEED PACING AND RHYTHM IS EXPECTED; IT’S ARCHAIC, CAN’T TALK BACK, SLOW TO EVOLVE, NEEDS MILLIONS OF EYEBALLS TO ENSURE SUCCESS ONE-WAY; CENTRALIZED MEDIA BROADCAST MESSAGE MASS AUDIENCE TWO-WAY; DECENTRALIZED THE NEWSFEED MOVES FAST; IT’S UNPREDICTABLE, RAPIDLY EVOLVING, CAN TALK BACK, NEEDS STRONG NICHES TO ENSURE SUCCESS
    • NEWSFEED = PARTICIPATORY CULTURE THIS MEANS: 1. LOW BARRIERS TO ARTISTIC EXPRESSION AND CIVIC ENGAGEMENT 2. WILLINGNESS TO SHARE AND CREATE WITH OTHERS 3. MENTORSHIP AMONGST PEERS 4. MEMBERS BELIEVE THAT THEIR CONTRIBUTIONS ARE VALUABLE 5. SOCIAL CONNECTIONS WITH ARTISTIC PEERS 6 Resource: Professor Henry Jenkins
    • WE ARE LIVING IN THE WORLD OF THE HYPERACTIVE NEWSFEED ...where content is shared, conversations rapidly unfold and the real truth is sought out. This is fueling a new culture. Image source: flickr.com/photos/squeaks2569
    • CULTURE IS BEING DEFINED IN REAL TIME Image source: en.wikipedia.org 
    • COLLECTIVE AWARENESS IS GROWING Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: http://io9.com/  fields_1592.html 7
    • WE DECODE INFORMATION AND STORIES FASTER THAN WE DID IN PREVIOUS GENERATIONS THE INCREASE IN COGNITIVE COMPLEXITY PRESENTED IN ENTERTAINMENT CONTENT PROVES OUR BRAINS HAVE EVOLVED TO DIGEST DEEPER, MORE NESTED STORY LINES. 8 Image source: businessinsider.com.au Resource: Steven Johnson’s Everything bad is good for you
    • WE EXPECT DELIGHT ON ANY SCREEN AT ANY TIME Image sources: flickr.com/photos/hackny thenextweb.com flickr.com
    • THE WAY WE SEE, HEAR, INTERACT AND SHARE CONTENT AND INFORMATION HAS CAUSED A PARADIGM SHIFT IN ATTENTION AND EXPECTATIONS Image source: google.com
    • MEDIA IS NOW DISPOSABLE Image source: CinematicParadox.com
    • BUT, THE NOTION OF EXCEPTIONAL SERVICE HAS BEEN REDEFINED
    • AS WELL AS ENTERTAINMENT EXPERIENCES
    • THIS ERA HAS PROVEN THAT BRANDS CAN ENGAGE MASS AUDIENCES BY CREATING “EYE-OPENING” ENTERTAINMENT EXPERIENCES BRANDS CAN CREATE STRONG LOYAL NICHES THROUGH CONSISTENT AND AUTHENTIC CUSTOMER EXPERIENCES
    • YES, THIS GUY CREATES AUTHENTIC BUZZ HOW DO BRANDS CREATE BUZZ THROUGH “EYE-OPENING” ENTERTAINMENT, WITHIN THE HYPERACTIVE NEWSFEED? Image source: www.google.com
    • HACK THE NEWSFEED Image source: www.reelgood.com.au
    • OLD SPICE USED A HIT COMMERCIAL AS A SPRINGBOARD FOR ONE-TO-ONE CONVERSATIONS ON YOUTUBE AND TWITTER. “LOLZ” DOMINATED THE REAL ESTATE OF THE NEWSFEED, AND YES, OLD SPICE’S SALES WENT UP. 9 Image source: Google.com gottaquirk.com youtube.com
    • RED BULL DROPPED A MAN FROM SPACE, DRIVING CONVERSATIONS THROUGHOUT THE WORLD Image sources: jalopnik.com news.nationalgeographic.com 
    • PSY WOWED US BY CREATING A CATCHY TUNE THAT WAS FAMILIAR, YET OFF-CENTER, TURNING HIMSELF INTO A REAL-LIFE MEME... AND UTILIZED THE VIRAL MOMENTUM TO SPRINGBOARD INTO AN INTERNATIONAL BRAND Image source: YouTube.com
    • WHEN POP CULTURE STAPLES RUB AGAINST THE GRAIN, THEIR BRAND HACKS THE NEWSFEED Image source: Google.com
    • SHIT GIRLS SAY THE HARLEM SHAKE WHEN WE MAKE FUN OF OUR OWN NICHE CULTURAL CLICHES, PARTICIPATORY CULTURE UNFOLDS WITH LAUGHTER Image source: YouTube.com
    • 50 CENT’S DOWN ON ME WITH KEENAN CAHILL KATIE PERRY’S LAST FRIDAY NIGHT F/T YOUTUBE SENSATION REBECCA BLACK JAMES FRANCO ON GENERAL HOSPITAL WHEN HIGH CULTURE AND LOW CULTURE MEET, WE FOCUS AND DISCUSS Image source YouTube.com aoltv.com
    • THE NEWSFEED IS NOT JUST A VENUE FOR SHARED CONTENT EXPERIENCES Image source: www.wired.co.uk/
    • THE NEWSFEED IS ABOUT BUILDING AUTHENTIC RELATIONSHIPS Image source: flickr.com/photos/timdorr
    • SOCIAL MEDIA IS ALL ABOUT LOVE SOCIAL MEDIA USE PRODUCES A DOUBLE-DIGIT INCREASE IN OXYTOCIN, WHICH IS KNOWN AS THE LOVE HORMONE. 11 Image source: wallpaperstock.net
    • “IT’S NOT THAT MACHINES ARE TAKING OVER, IT’S THAT THEY ARE HELPING US BE MORE HUMAN. HELPING US CONNECT WITH EACH OTHER. THE MOST SUCCESSFUL TECHNOLOGY GETS OUT OF ITS OWN WAY AND HELPS US LIVE OUR LIVES. AND REALLY IT ENDS UP BEING MORE HUMAN BECAUSE WE ARE COCREATING WITH EACH OTHER ALL THE TIME. IT’S STILL HUMAN CONNECTION, IT’S JUST DONE IN A DIFFERENT WAY. WE ARE JUST INCREASING OUR HUMANISTS.” 10 – AMBER CASE CYBORG ANTHROPOLOGIST Image source: blog.ted.com 
    • STRONG RELATIONSHIPS ARE GREAT FOR BUSINESS Image source: www.businessinsider.com 
    • RELATIONSHIPS FORM WHEN VALUES ARE SHARED AND AGREED UPON Image source southpark.wikia.com
    • VALUES ARE SHARED AND AGREED UPON THROUGH GESTURES AND ARTIFACTS 2014 1700S Image sources: publications.newberry.org online.wsj.com
    • GESTURES AND ARTIFACTS ARE UNIQUE AS THEY REQUIRE CARE AND TIME TO CULTIVATE Image source: www.prcouture.com
    • IN THE ERA WHERE ATTENTION IS SHORT AND EXPECTATIONS ARE HIGH, HOW CAN WE SPARK DELIGHT, TRUST AND LOYALTY AMONG CUSTOMERS? Image source: www.cinencuentro.com 
    • UNLOCK SMILES BY REACHING OUT WITH A GESTURE + ARTIFACT Virgin America delivered sincere gestures in the form of a “cheer up” to travelers who were Flying in the Face of Ordinary (FITFOO) in Boston, Washington DC and New York. Virgin America listened for distressed travelers on Twitter and delivered cupcakes to an office, brought rain boots to a woman who forgot hers at home, and even gave a woman in Boston a ride to help her get an important meeting. 12 Image sources: www.virgin.com www.boston.com
    • UNLOCK GRATITUDE BY REACHING OUT WITH A YUMMY ARTIFACT Rob G. of strictlyautobiographical.com wrote a blog post for his future children called “The Milano: an ode to Pepperidge Farm” in which he details his encounter with his new love for Milano cookies. Shortly after, a representative from Pepperidge Farm reached out to him via email to thank him for the post and asked for his address. Rob G. followed up with a blog post sharing his new stash of cookies and gratitude to Pepperidge Farm saying, “You’ve made me even more of a lifetime fan. Thank you so much!”13 Image source: http://agbeat.com/
    • FACILITATE DELIGHT IN THE FORM OF A SHARED EXPERIENCE AND SINCERE GESTURE A major soccer match between Spain’s Real Madrid against Italy’s AC Milan was taking place, and Italy’s AC Milan fans were eager to watch. To use American football as an analogy, this is as if Russell Wilson’s Seattle Seahawks and Peyton Manning’s Denver Broncos played on Monday Night Football. Heineken enlisted several university professors, girlfriends and bosses to convince their boyfriends to go to a classical concert on the same night as the match. These men could not say no to their significant other/boss and had to go to the classical concert. Heineken prepared a special surprise for them, unveiling a big screen as well as a classical orchestra which played music as beers were handed out, just in time for the big match. 14 Image source: www.jwt.com / www.coloribus.com
    • GESTURES COME TO LIFE THROUGH INSIGHTFUL INDUSTRY CONTENT VITAL CURRENCY FOR THE B2B INDUSTRY AT&T created a content marketing hub targeting key stakeholders for their B2B business. The team used social channels such as LinkedIn and Twitter to target people who would find the information useful. In the timespan of 18 months, AT&T saw $47 million in new business. People reward those who provide the right information at the right time. 15 Image source: http://networkingexchangeblog.att.com/
    • PLATFORMS ARE EVOLVING TOWARDS COLLECTIVE VALUE OVER NEWSFEED CONSUMPTION Image source: eongxien.wordpress.com
    • CO-CREATION ENABLES THE REALIZATION OF NEW PRODUCTS AND BRANDS The Kickstarter effect and magic of co-creation has arrived. In 2013, 19,911 projects were successfully funded and total of $480mm in total pledges were made, thereby unlocking new creative projects from a collection of sincere gestures in order to create thought provoking experiences. 16 Image source: Kickstarter.com Additionally, collective gestures are unlocking the creation of new products. Modern artifacts that have a genuine purpose, and a newfound meaning for the user, now have an opportunity to be involved at the very beginning of the production process, and therefore have more skin in the game.
    • COLLECTIVE GESTURES ENABLE CHARITY In the summer of 2012, Karen H. Klein was harshly bullied by students in upstate New York. The video titled, “Making the Bus Monitor Cry” was posted on YouTube and surpassed 4.7 million views within a week. The video prompted outrage on the internet. One viewer was inspired to create an IndieGoGo crowdfunding page with a $5,000 goal to give Karen the vacation of a lifetime. The campaign ended up raising $600,000 and ensured that Karen would never have to be a bus monitor again for the rest of her life. 17 Image source: NYTimes.com
    • BRANDS CAN UTILIZE THESE PLATFORMS TO HELP US ALL BE HEROES AND DELIVER REAL VALUE AND HOPE DC Entertainment’s We Can Be Heroes campaign raised more than $150,000 to tackle hunger in the Horn of Africa by enticing donors with perks like collector’s edition comic books. 18 Image sources: www.wbcitizenship.com  www.indiegogo.com Save the Drive-In, a campaign supported by Honda, is raising money to help sustain the dwindling number of drive-in movie theaters. 18
    • OKAY, COOL. NOW, HOW DO WE CREATE “EYE-OPENING” ENTERTAINMENT EXPERIENCES AND CREATE STRONG LOYAL NICHES THROUGH CONSISTENT AND AUTHENTIC CUSTOMER EXPERIENCES? Image source: fabuloussavers.com 
    • BE EXCEPTIONAL BE OFF-PATTERN Image sources: google.com thesaleslion.com
    • BEING EXCEPTIONAL GETS YOU NOTICED Image source www.hothdwallpaper.net
    • BEING OFF-PATTERN CREATES AUTHENTICITY AND NEWNESS “THE BEST EXPERIENCES ARE BORN THROUGH A COMBINATION OF WHAT IS EXPECTED AND SOMETHING NEW.” - MARC SHILLUM 19 Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: emi-cfd.com  fields_1592.html
    • PEOPLE ARE GRATEFUL WHEN THEY SEE, HEAR OR LEARN SOMETHING NEW THIS IS HOW NOVELTY IS BORN Image source: meetthebeatlesforreal.blogspot.com
    • AND WANT TO KNOW WHAT’S CRAY?* Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: dailydithers.wordpress.com fields_1592.html *CRAY IS SLANG FOR CRAZY
    • IT’S SCIENCE! DOPAMINE IS RELEASED NOT AT THE CRESCENDO OF A MUSICAL COMPOSITION, BUT APPROXIMATELY 12 SECONDS BEFORE. DOPAMINE IS A NEUROTRANSMITTER IN OUR BRAIN THAT HELPS CONTROL REWARD AND PLEASURE CENTERS. WE EXPECT AND FIND DELIGHT IN “EYE-OPENING” EXPERIENCES. 19 Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: dailydithers.wordpress.com fields_1592.html
    • A HUMAN-FIRST APPROACH IS HOW TO CONNECT IN A DECENTRALIZED ECOSYSTEM OF HUMAN NETWORKS Image source: ideagirlmedia.com 
    • “No one wants to be thought of as a ‘user’ (or ‘consumer’ for that matter). I certainly don’t. And I wouldn’t consider my mom a ‘user’ either, she’s my mom.” - Jack Dorsey 20 Image source: news.stlpublicradio.org
    • ‘WE NEED [A SHIFT FROM SPREADABLE MEDIA] TO PERMEABLE MEDIA: MOVING FROM CONTENT PROVIDERS TO CONTEXT PROVIDERS [AND EXPERIENCE DESIGNERS].’ 21 PATRICIA ZIMMERMANN, PROFESSOR, MEDIA ARTS, ITHACA COLLEGE Image source: www.ithaca.edu
    • VERB, REVERB AND AMPLIFY THEORY The verb is something the company does. The reverb is the reverberations (r1) of that action across the social web, the “oooo, did you see what they did?’ (i.e. eye-opening experience) The amplify is taking what you did, the reactions, and turning that into a story. You must create a company culture that incorporates the development of eyeopening entertainment experiences and authentic gestures to produce dynamic reverberations across the social web. 22 KEY r1 = reverberations v = the thing you do q = quality of your product/ service b = brand warmth  r0 = reverberations of the last thing you did Image source: http://smithery.co/
    • WHEN AMAZING HAPPENS, PEOPLE SEE IT Image source: flickr.com
    • FEEL NOURISHMENT FROM IT Image source: soletron.com 
    • TALK ABOUT IT Image source: flickr.com
    • AND RECIPROCATE ON THE GESTURE Image source: flickr.com
    • “YOU NEED TO BE PERFECT IN EVERY ASPECT – IN THE WINDOW, IN EVERY SQUARE FOOT OF THE STORE. EVEN TEN YEARS AGO IT WAS ENOUGH TO JUST CREATE THE PRODUCT AND THE ADVERTISING. NOW YOU NEED TO PRODUCE A TOTAL ENVIRONMENT, A WORLD IN WHICH EVERYTHING FITS TOGETHER. WE STARTED SELLING JEANS, AND NOW WE ARE SELLING A WAY OF LIFE.” 23 RENZO ROSSO FOUNDER OF DIESEL JEANS CEO, OTB HOLDING GROUP Image source: outofrush.com 
    • DO AMAZING THINGS “ADVERTISING IS NOT THE THING YOU DO. IT’S THE STORY OF THE THINGS YOU’VE DONE.” - JOHN V WILLSHIRE 22 Image source: www.marketingmagazine.co.uk Image source: http://smithery.co/
    • CHAOS PRESENTS ENORMOUS OPPORTUNITIES BEING EXCEPTIONAL AND OFF-PATTERN CREATES EYE-OPENING ENTERTAINMENT FOR THE MASSES DIGITAL TOOLS CREATE DELIGHT, TRUST AND LOYALTY UNDERSTANDING HOW TO HARNESS THIS IS VITAL TO YOUR COMPANY’S SURVIVAL
    • BROUGHT TO YOU BY @Carrot @MitchKapler
    • SOURCES 1 Morales, Lymari. “U.S. Distrust in Media Hits New High.” Gallup. Web. 21 Sept 2012. <http://www.gallup.com/poll/157589/ distrust-media-hits-new-high.aspx> 2 Wilke, Joy and Newport, Frank. “Fewer Americans Than Ever Trust Gov’t to Handle Problems.” Gallup. Web. 13 Sept. 2013. <http://www.gallup.com/poll/ 164393/fewer-americans-ever-trust-govhandle-problems.aspx> 3 Adams, Susan. “New Study: Trust in Both Business and Corporate Leaders Plummets.” Forbes. Web. 22 Jan. 2013 <http://www.forbes.com/sites/ susanadams/2013/01/22/new-study-trustin-both-business-and-corporate-leadersplummets> 4 Perry, Mark J. “Fortune 500 Firms in 1955 vs. 2011; 87% Are Gone.” Weblog entry. Carpe Diem. 11 Nov. 2011 <http://mjperry.blogspot.com/2011/11/ fortune-500-firms-in-1955vs-2011-87.html> 5 Qualman, Erik. “10 WOW Social Media Statistics“ Weblog entry. Socialnomics. 11 June. 2011. <http://www.socialnomics.net/ 2011/06/07/10-wow-social-mediastatistics> 6 Jenkins, Henry, Puroshotma, Ravi, Clinton, Katherine, Weigel, Margaret, & Robison, Alice J. (2005). “Confronting the Challenges of Participatory Culture: Media Education for the 21st Century.” New Media Literacies <http:// www.newmedialiteracies.org/wp-content/ uploads/pdfs/NMLWhitePaper.pdf 7 Dvosrsky, Georoge. “The emerging science of 'collective intelligence' — and the rise of the global brain” io9. Web. 23 Nov. 2012 <http://io9.com/5962914/the-emergingscience-of-collective-intelligence--andthe-rise-of-the-global-brain> 8 Johnson, Steven. (2006) Everything Bad is Good for You: How Today's Popular Culture is Actually Making Us Smarter New York, NY: Riverhead Trade 9 Neff, Jack. “How Much Old Spice Body Wash Has the Old Spice Guy Sold?” AdvertisingAge. Web. 26 July. 2010 <http://adage.com/article/news/spicebody-wash-spice-guy-sold/145096> 10 Case, Amber. “We Are All Cyborgs Now.” Dec. 2010 Online Video Clip. YouTube. Web. 11 Jan 2011 <http://www.youtube.com/watch? v=z1KJAXM3xYA> 11 Zak, Paul. “Trust, morality -- and oxytocin?” July. 2011. Online Video Clip. YouTube. Web. 11 Nov 2011 <http://www.youtube.com/watch? v=rFAdlU2ETjU> 12 Nayer, Melanie. “On the scene: Virgin Atlantic team brings treats, cheer to Boston” Boston.com. Web. 19 March. 2013. <http://www.boston.com/travel/ explorene/blogs/packup/2013/03/ virgin_atlantic_takes_to_the_s.html> 13 Rosales, Lani. “Pepperidge Farm surprises a blogger, wins a fan for life” The American Genius - business entrepreneur's beat. Web. 6 Feb. 2013 <http://agbeat.com/social-media/ pepperidge-farm-surprises-a-bloggerwins-a-fan-for-life> 14 Hepburn, Aden. “Heineken: Guerrilla Marketing Event In Italy” Weblog entry. DigitalBuzz Blog. 15 Mar. 2010 <http://www.digitalbuzzblog.com/ heineken-guerrilla-marketing-event-initaly> 15 Biehn, Sander. “Social Media Case Study: How I made $47 million from my B2B blog.” Weblog entry. {grow}. 18 Sept. 2013 <http://www.businessesgrow.com/ 2013/09/18/case-study-how-i-made-47million-from-my-b2b-blog>
    • SOURCES 16 Kickstarter. “The Year in Kickstarter.” 8 Jan. 2013 Kickstarter. Web. <http://www.kickstarter.com/year/2013> 17 Preston, Jennifer. “For Bullied Bus Monitor, a Windfall to Ease the Pain.” New York Times. Web. 22 June, 2012. <http:// www.nytimes.com/2012/06/23/nyregion/ for-bullied-bus-monitor-funds-raised-totake-hurt-away.html> 18 Bazilian, Emma. “Brands Are Discovering Crowdfunding as a Marketing Tool Aligning themselves with popular causes.” Forbes. Web. 22 Jan. 2013 <http:// www.forbes.com/sites/susanadams/ 2013/01/22/new-study-trust-in-bothbusiness-and-corporate-leadersplummets> 19 Shillum, Marc. “SXSW Brands as Patterns_final” Weblog entry. Slideshare. 10 March 2012 <http://www.slideshare.net/Method_Inc/ sxsw-brandsas-patternsfinal> 20 Dorsey, Jack. “Let’s reconsider our “users”“ Weblog entry. Jack’s Tumblr. 17 Oct. 2012 <http://jacks.tumblr.com/post/ 33785796042/lets-reconsider-our-users> 21 Zimmerman, Patricia (BrainPicker). “"We need more permeable media, moving from content providers to context providers." ~ Patricia Zimmerman #FoE5.” 11 Nov 2012, 11:50 a.m. Tweet. <https://twitter.com/brainpicker/status/ 135444325843746816> 22 Willshire, John V. “Advertising is not the thing that you do. It’s the story of the things you’ve done.” Weblog entry. Smithery.co. 4 April. 2011 <http://smithery.co/uncategorized/ advertising-is-not-the-thing-that-you-doits-the-story-of-the-things-youve-done> 23 Wipperfurth, Alex. (2006) Brand Hijack: Marketing Without Marketing New York, NY: Portfolio Trade
    • SCHOLARS WHO INFORMED AND INSPIRED THIS PRESENTATION • Marc Shillum • Douglas Rushkoff • Helge Tenno • Seth Godin • Steven Johnson • Patricia Zimmerman • Ed Cotton • Gary Vaynerchuck • Amber Case • Jack Dorsey • John V Wilshire • Caleb Kramer • Gabrielle Schaefer • Jon Lombardo Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-infields_1592.html