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The Lines Have Blurred. We’re All Marketers.




PROMO Live, 2007 – Social Media: Evolution to Execution
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But “Professional” Marketers Have An Image Problem




PROMO Live, 2007 – Social Media: Evolution to Execution
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The Root Cause of the Problem




                                              Addiction To Bright + Shiny Objects


...
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“Web 2.0” Is The Mother of all Bright + Shiny Objects




PROMO Live, 2007 – Social Media: Evolution to Execution
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Symptoms Of B.S.O.S. (Bright + Shiny Object Syndrome)
-A soft spot for buzzwords

-A disposition to regurgitate the l...
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Prognosis: Inability To Effectively Guide Clients




PROMO Live, 2007 – Social Media: Evolution to Execution
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Rx: Empathy. Understanding. Openness.

             1                                                         2




  ...
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10 Questions For The Agency Executive

 1. Do you read blogs? Which ones?
 2. Do you have a personal blog? What's it a...
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Why? Because Marketing Isn’t A Drive Through McMenu




PROMO Live, 2007 – Social Media: Evolution to Execution
10


…It’s An Ecosystem




PROMO Live, 2007 – Social Media: Evolution to Execution
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A Prescription for Marketers

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Slides for Promo 2007 event social media panel.

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Transcript of "A Prescription for Marketers"

  1. 1. 1 The Lines Have Blurred. We’re All Marketers. PROMO Live, 2007 – Social Media: Evolution to Execution
  2. 2. 2 But “Professional” Marketers Have An Image Problem PROMO Live, 2007 – Social Media: Evolution to Execution
  3. 3. 3 The Root Cause of the Problem Addiction To Bright + Shiny Objects PROMO Live, 2007 – Social Media: Evolution to Execution
  4. 4. 4 “Web 2.0” Is The Mother of all Bright + Shiny Objects PROMO Live, 2007 – Social Media: Evolution to Execution
  5. 5. 5 Symptoms Of B.S.O.S. (Bright + Shiny Object Syndrome) -A soft spot for buzzwords -A disposition to regurgitate the latest buzzwords you just overheard -An insatiable desire to sell “the latest thing” to clients -A tendency to believe the hype, without investigating for yourself -A tendency to dismiss without investigating for yourself -Excess use of the word “viral” viral…viral…viral.. viral… -Lack of interest in research or first hand experience -Total disregard for customer, brand or business needs PROMO Live, 2007 – Social Media: Evolution to Execution
  6. 6. 6 Prognosis: Inability To Effectively Guide Clients PROMO Live, 2007 – Social Media: Evolution to Execution
  7. 7. 7 Rx: Empathy. Understanding. Openness. 1 2 Doing Our Homework Talking + Walking With People (3rd party research, reports, etc.) (ethnography, observation, etc.) 3 4 Learning By Doing Sharing What We Know (experimentation, usage, adoption) (connectivity, shared experiences + knowledge) PROMO Live, 2007 – Social Media: Evolution to Execution
  8. 8. 8 10 Questions For The Agency Executive 1. Do you read blogs? Which ones? 2. Do you have a personal blog? What's it about? 3. Do you participate in at least one social network? Which one? 4. Have you ever uploaded a video online? What did you use to do it? 5. What's your favorite search engine. Why? 6. Have you ever used an online classified service like craigslist? 7. Besides making phone calls—how else do you use your mobile phone? 8. Have you ever registered a domain name? 9. Do you use social bookmarks or tagging? 10. Do you use a feed reader of some sort? Which one? Why? PROMO Live, 2007 – Social Media: Evolution to Execution
  9. 9. 9 Why? Because Marketing Isn’t A Drive Through McMenu PROMO Live, 2007 – Social Media: Evolution to Execution
  10. 10. 10 …It’s An Ecosystem PROMO Live, 2007 – Social Media: Evolution to Execution
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