Your SlideShare is downloading. ×
Mindshare Marketing -  FOWA Oct07
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Mindshare Marketing - FOWA Oct07


Published on

FOWA 2007 London - Mindshare Marketing - A workshop on How the Social Web impacts the company - customer relationship! The rules have changed

FOWA 2007 London - Mindshare Marketing - A workshop on How the Social Web impacts the company - customer relationship! The rules have changed

Published in: Technology, Business

  • Hi Deborah,
    What a great presentation and excellent insights. I've only just seen your work, via Altimeter Group. Really impressive. I'm wondering if it's possible for me to downlaod this presentation for my additional review and reference? Or, if easier, would it be possible to send it to me at ? Thanks for posting this and, if possible, helping with the download.
    Best regards,
    Are you sure you want to  Yes  No
    Your message goes here
  • Thank you for your presentation - we have some very similar thinking going on which makes be realise I am not completely crazy :o)
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi.
    Great insight to mindshare marketing. Is there anyway i can downlaod this presentation for future reading?
    Or if someone can send it to me on

    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Stop Yelling & Start Weaving Mindshare Marketing FOWA 2007 Workshop October 5, 2007 Deborah Schultz
  • 2. Good Morning!
  • 3. Today’s Workshop ‣ Who are we? ‣ Who are you? Why are you here? ‣ The Forces at work ‣ New Marketing Philosophy ‣ The Human Skills ‣ Some specifics
  • 4. Who am I? ‣ The “Slash Queen” [ / ] ‣ Social Software/Social Media Strategist/ ‣ Marketer/Communicator/Geek, Catalyst/Connector/Customer Advocate ‣ Marketing Director, Six Apart ‣ Executive Director, Wall Street Rising, Downtown Info Center ‣ VP Marketing, Citibank Deborah Schultz
  • 5. Who are you & why are you here? ‣ How many of you work at start-ups? ‣ How many of you are “in-charge” of marketing? ‣ How many of you consider yourselves marketers today? ‣ How many of you are developers? ‣ What do you expect to learn today? ‣ Now, why are you really here?
  • 6. The Forces at Work Live Web - 24/7 Decentralized lives Democratization of tools Velocity of information Media fragmentation Empowered individuals
  • 7. So, what does this mean?
  • 8. We are overwhelmed
  • 9. Spray & pray does not People are not listening work
  • 10. The uninvited guest
  • 11. We’re not “elusive” We’re annoyed. source: © uri baruchin: getting through
  • 12. Nobody trusts advertising
  • 13. Spam, Deceptive, Fraudulent Source: NielsonOnline ‘07
  • 14. “There are no markets for messages”. - Doc Searls
  • 15. quot;It's not about telling and selling, quot;It's about relationships”
  • 16. This is a fundamental culture shift ...not about the tech bling
  • 17. The “M” word. Debunking Marketing • Talking not announcing • Listening not surveying • Paying attention not getting attention • Organic not static • Problem solving • Everyone is a marketer - product, customer service, engineers, customers Nod to David Armano for slide concept and Doc Searls for bullet 1,2,3 from the Ogilvy/Technorati white paper
  • 18. The Toolkit
  • 19. The Ecosystem - Use it Twitter Digg Presence IM Social Media Stumble Tools Facebook Myspace Upon Jaiku Flickr Pownce Other Social Widgets YoutTube Vox Search Tagging Networks Photo & Video Sites FanSites Other Email Chat Technorati Forums Events YOU Blogosphere Dinners Google [company Presence or Video Events individual] RSS/ (offline) Meet-up Blogs Feeds Wiki(s) IM Podcasts Conference Mass Media Partners TV WIkia Print Wikis Wikipedia Radio Others Competitors Customers
  • 20. The Toolkit ‣ On your site - ‣ Blogs, rss, forums, email ‣ Out at the edges ‣ Blogosphere, social networks, photo & video sites, ‣ Offline (aka the 3D world) ‣ Events, meet-ups, conferences, dinners
  • 21. Blogs ‣ Immediate and ongoing connection ‣ Provides a human face and voice for the company ‣ Enables you to join the community ‣ Be proactive and quick to react ‣ Low barrier to entry - just get started
  • 22. Podcasting & Videocasting ‣ Video Services: YouTube, Google Video, Metacafe,, Revver, PhotoBucket ‣ Photo Tools: Flickr, PhotoBucket, ‣ Desktop Tools: iMovie, Quicktime, Audacity, Adobe SoundBooth, Acid, Picasa, Photoshop
  • 23. Wikis ‣ Editable web pages ‣ Great for collaboration on evolving projects with many people ‣ Need tending ‣ Types: hosted vs. server side ‣ Hosted: Socialtext, jotspot, PBwiki ‣ Server: Mediawiki, instiki
  • 24. Decentralization - Feeds & Widgets ‣ A great listening tool ‣ Customize em ‣ Track sites passively ‣ Reduce email overload ‣ Need tending
  • 25. Social Networks/Media Tools ‣ Get out there into the community ‣ Anything on your blog/site can link out ‣ Post screenshots to flickr, upload videos to youtube ‣ Create a presence ‣ Product/community page, events calendar ‣ Ensure you are easy to find ‣ Use tags, social bookmarks ‣ Use the same screen name/image across the ecosystem
  • 26. Skills required for today’s Marketer • Listener • Connector • Critic • Partial geek • Detective • Catalyst • Diplomat • Juggler • Approachable • Intuitive • Inquisitive • driven by relationships
  • 27. How do you tune these skills 1. Be authentic 6. Be a catalyst 2. Participate 7. Engage online 3. Get transparent 8. Engage offline 4. Find your 9. Know when to “let it communities go’ 5. It’s not about 10. The love you give is technology equal to the love you get
  • 28. Deep breadth So how do you think this relates to you?
  • 29. Some Practical Steps ‣ Look away from the bling ‣ Be remarkable ‣ Design experiences ‣ Be human ‣ Develop your ecosystem ‣ Create opportunities to interact ‣ Be easy to find ‣ Partner/co-create ‣ Measure & Iterate
  • 30. This is not about technology Not about a viral video ...or a blog ..........or a facebook app ...........................or social media ....................................or community It is about your business your product and your customers How, when and where they are receptive to you [and it better work, be easy to understand and add value to my life]
  • 31. Be remarkable ‣ Be unusual ‣ Be surprising ‣ Be different ‣ Break rules ‣ Be a storyteller
  • 32. 2 Community features 3 Open source sharing/embedding 1 Videos that play without 4 choosing media plavers Playlists, related items and more A remarkable story told in new Dove evolution ways source: © d. armano
  • 33. Be human ‣Hire someone dedicated to being “out there”: ‣ A customer advocate, evangelist or community manager ‣ An educator ‣ “Amongst the people” interacting with the community where they live ‣ The human face of the company ‣ Cross-functional - not just a marketer ‣ A foil for the company
  • 34. Multiple touch points create a “conversation ecosystem” 2 Web widgets 3 Mobile 4 Web version 1 Desktop widgets/applications 7 6 Start page / feeds Virtual words 5 Mash Ups source: © d. armano
  • 35. Create opportunities to interact ‣ Offline ‣ Online ‣ Partnerships
  • 36. Be easy to find ‣ Google can find you..forever. ‣ Search, Tags ‣ Username ‣ use the same username across all platforms ‣ Links ‣ provide opportunity for reciprocity and velocity
  • 37. Partner/co-create
  • 38. Partner/co-create
  • 39. Company as enabler Promote your fans and customers
  • 40. So get out there and relate it’s in your nature! you wont be sorry
  • 41. Thanks, btw Deborah Schultz