Marketing in a Connected World:
    The new rules of marketing
ThinkAboutIt.com
ThinkAboutIt.com
Just Because you can…
New Rules

Obligatory Steve Jobs picture
New Rules
New Rules

Marketing in the Connected World
Explore all avenues of your marketing strategy,
  – from who influences the ...
Going Social

Charlene Li
Josh Bernoff
Going Social

Objectives are the key:
  – People
  – Objective
  – Strategy
  – Technology
Going Social

Possible objectives include:
  – Listening
  – Talking
  – Energizing
  – Supporting
  – Embracing
Going Social
New Rules

Engage or be Tivo’d
Engage or be Tivo’d
New Rules

Engage or be Tivo’d
Content Matters
Content Matters
Content Matters
Content Matters

“Though we still obsess over hits – they are not
  quite the economic force they once were.
Where are tho...
Content Matters

                        If the cost of
                         carrying inventory
                     ...
Content Matters
        It’s the Content, Stupid!
New Rules

Engage or be Tivo’d
Content Matters
Marketing is a Conversation
Marketing is a Conversation



Because we are all connected
That changes everything
In the ways that we are able
To commun...
Marketing is a Conversation

The Internet is a Platform
Harness Collective Intelligence
Data as the “Intel inside”
Sof...
Marketing is a Conversation
Marketing is a Conversation

People get what they need from each other -
 Instead of from the corporation
Marketing is a Conversation
Marketing is a Conversation
Growth of the Blogosphere
Marketing is a Conversation

The conversation is the content
Marketing is a Conversation

The value of the data grows exponentially
Marketing is a Conversation
New Rules

Engage or be Tivo’d
Content Matters
Marketing is a Conversation
Be Authentic
Be Authentic

Respect your Brand online
Open Your Brand
Be Authentic
Be Authentic
New Rules

Engage or be Tivo’d
Content Matters
Marketing is a Conversation
Be Authentic
Always Learning
Always Learning
Always Learning
New Rules

Engage or be Tivo’d
Content Matters
Marketing is a Conversation
Open Your Brand
Always Learning
Marketing in a Connected World:
    The new rules of marketing
THE END




            One North Wacker, Suite 950
          Chicago, 60606 - 312-529-3000
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Marketing in a Connected World: The New Rules of Marketing

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Presented by Michael Silverman at Documentation and Training Life Sciences, June 23-26, 2008 in Indianapolis, IN.

How do you get through to consumers bombarded by so many marketing messages? Hear Michael Silverman, CEO of Duo Consulting discuss Marketing in an Connected World - using content to drive results when the customer is in control.

In this cluttered world, people wait until they need information, and then search for it - putting the customer in control. Because of this new reality, you need to make it easy for the customer to find you, and provide a way for them to talk about you. Learn why the best marketing involves a dialog with your customer and get tips on how to encourage such dialog to take place.

Silverman will discuss what to do, and not to do, when bringing your brand online, and he will explain why you should focus on solutions, not products. You will also learn how to be open and “share” your brand by interacting with clients to gain credibility online. You will come away from this session with an understanding of the new rules of Marketing in a Connected World.

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Marketing in a Connected World: The New Rules of Marketing

  1. 1. Marketing in a Connected World: The new rules of marketing
  2. 2. ThinkAboutIt.com
  3. 3. ThinkAboutIt.com
  4. 4. Just Because you can…
  5. 5. New Rules Obligatory Steve Jobs picture
  6. 6. New Rules
  7. 7. New Rules Marketing in the Connected World Explore all avenues of your marketing strategy, – from who influences the buy to the buyers themselves – to the different channels you use to reach the market – to the products and services you offer
  8. 8. Going Social Charlene Li Josh Bernoff
  9. 9. Going Social Objectives are the key: – People – Objective – Strategy – Technology
  10. 10. Going Social Possible objectives include: – Listening – Talking – Energizing – Supporting – Embracing
  11. 11. Going Social
  12. 12. New Rules Engage or be Tivo’d
  13. 13. Engage or be Tivo’d
  14. 14. New Rules Engage or be Tivo’d Content Matters
  15. 15. Content Matters
  16. 16. Content Matters
  17. 17. Content Matters “Though we still obsess over hits – they are not quite the economic force they once were. Where are those fickle consumers going instead? No single place. They are scattered to the winds as markets fragment into a thousand niches.” Chris Anderson
  18. 18. Content Matters If the cost of carrying inventory are low, the incentive is there to carry everything, regardless of the volume of its sales Pareto does not rule
  19. 19. Content Matters It’s the Content, Stupid!
  20. 20. New Rules Engage or be Tivo’d Content Matters Marketing is a Conversation
  21. 21. Marketing is a Conversation Because we are all connected That changes everything In the ways that we are able To communicate with each other
  22. 22. Marketing is a Conversation The Internet is a Platform Harness Collective Intelligence Data as the “Intel inside” Software above the level of a single device Software as a service Tim O’Reilly
  23. 23. Marketing is a Conversation
  24. 24. Marketing is a Conversation People get what they need from each other - Instead of from the corporation
  25. 25. Marketing is a Conversation
  26. 26. Marketing is a Conversation Growth of the Blogosphere
  27. 27. Marketing is a Conversation The conversation is the content
  28. 28. Marketing is a Conversation The value of the data grows exponentially
  29. 29. Marketing is a Conversation
  30. 30. New Rules Engage or be Tivo’d Content Matters Marketing is a Conversation Be Authentic
  31. 31. Be Authentic Respect your Brand online
  32. 32. Open Your Brand
  33. 33. Be Authentic
  34. 34. Be Authentic
  35. 35. New Rules Engage or be Tivo’d Content Matters Marketing is a Conversation Be Authentic Always Learning
  36. 36. Always Learning
  37. 37. Always Learning
  38. 38. New Rules Engage or be Tivo’d Content Matters Marketing is a Conversation Open Your Brand Always Learning
  39. 39. Marketing in a Connected World: The new rules of marketing
  40. 40. THE END One North Wacker, Suite 950 Chicago, 60606 - 312-529-3000
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