Rediscovering The Human Connection

Rediscovering The Human Connection David Feldt @davidfeldt davidfeldt.com jazlabs.com

“Markets are conversations.”“Markets consist of human beings, notdemographic sectors.” “The Internet is enabling conversationsamong human beings that were simply notpossible in the era of mass media.”

People Machines Social & Factories Back To The FutureWeb 2.0 Hardware Web So6ware

Traditional Digital TV Marketing Communi?es Radio   push or pull messaging Blogs Print   interactive Micro-‐blogs Outdoor   brand/offer centric Forums Direct Mail   automated Customer Service   technology dependent   mass or segmentedlower engagement higher engagement Traditional Social Marketing Engagement Banners   dialog   push messaging Micro-‐sites   broadcast   conversational Email   real-time   brand/offer centric Search   formal   human voice   mass or segmented   informal   niche   people & tech dependent Adapted from David Armano

Execu?ve HR PR Opera?ons Social Marke?ng Product Sales Development Customer Service

Embracing Social

•  Learning To Listen•  Crowdsourcing Innovation•  Shifting Marketing•  Changing The Conversation•  Scaling The Conversation•  Redefining What “Brand” Means•  Leveraging the Human Connection

Learning To Listen

June 2005 NASDAQ DELL October 2007

August 17, 2005

July 10, 2006

Jan 27, 2007

Crowdsourcing Innovation

Shifting Marketing

$143 million from 1999-‐2009 $ZERO in 2010 $33 million in 2009

Changing The Conversation

Change The ConversationThe Trouble Ford Was In•  Consumers don’t trust corporations•  Trust needs a face and a name•  Enter the automotive crisis•  Ford put into an interesting position•  Can a bad situation be a brand defining moment?

Scaling The Conversation

Redefining what “Brand” means

Zappos Core Values1.  Deliver WOW Through Service2.  Embrace and Drive Change3.  Create Fun and a Little Weirdness4.  Be Adventurous, Creative, and Open-Minded5.  Pursue Growth and Learning6.  Build Open and Honest Relationships With Communication7.  Build a Positive Team and Family Spirit8.  Do More with Less9.  Be Passionate and Determined10.  Be Humble

Leveraging the Human Connection

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Rediscovering The Human Connection

by David Feldt on Jan 23, 2011

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Rediscovering The Human Connection — Presentation Transcript