Stop Yelling &
Start Weaving

Mindshare Marketing




FOWA 2007 Workshop
October 5, 2007
Deborah Schultz
www.deborahschult...
Good Morning!
Today’s Workshop

‣ Who are we?

‣ Who are you? Why are you
  here?

‣ The Forces at work

‣ New Marketing Philosophy

‣ T...
Who am I?
‣ The “Slash Queen” [ / ]

‣ Social Software/Social Media
  Strategist/

‣ Marketer/Communicator/Geek,
  Catalys...
Who are you & why are you here?

‣ How many of you work at start-ups?
‣ How many of you are “in-charge” of marketing?
‣ Ho...
The Forces at Work

Live Web - 24/7

Decentralized lives

Democratization of tools

Velocity of information

Media fragmen...
So, what does this mean?
We are overwhelmed
http://www.flickr.com/photos/amagill/180202581



Spray & pray does not
                        People are not listening
 ...
The uninvited guest
                      http://www.flickr.com/photos/sarey777/429469554/
We’re not “elusive”

      We’re annoyed.




                                          http://www.flickr.com/photos/ratter...
Nobody trusts advertising
Spam, Deceptive, Fraudulent




Source: NielsonOnline ‘07
“There are no markets for messages”. - Doc Searls
quot;It's not about telling and selling, quot;It's about relationships”
This is a fundamental culture shift

...not about the tech bling
The “M” word. Debunking Marketing

                                                                                    • T...
http://www.flickr.com/photos/gordonr/42555739/




 The Toolkit
The Ecosystem - Use it
                                                                                                   ...
The Toolkit

‣ On your site -
  ‣ Blogs, rss, forums, email
‣ Out at the edges
  ‣ Blogosphere, social networks, photo & v...
Blogs

‣ Immediate and ongoing connection
‣ Provides a human face and voice for the company
‣ Enables you to join the comm...
Podcasting & Videocasting

‣ Video Services: YouTube, Google Video, Metacafe, blip.tv,
  Revver, PhotoBucket
‣ Photo Tools...
Wikis

‣ Editable web pages
‣ Great for collaboration on evolving projects with many people
‣ Need tending
‣ Types: hosted...
Decentralization - Feeds & Widgets

‣ A great listening tool
‣ Customize em
‣ Track sites passively
‣ Reduce email overloa...
Social Networks/Media Tools

‣ Get out there into the community
‣ Anything on your blog/site can link out
  ‣ Post screens...
Skills required for
today’s Marketer
• Listener
• Connector
• Critic
• Partial geek
• Detective
• Catalyst
• Diplomat
• Ju...
How do you tune these skills

1. Be authentic      6. Be a catalyst
2. Participate       7. Engage online
3. Get transpare...
Deep breadth

So how do you think this relates
to you?
Some Practical Steps

‣   Look away from the bling
‣   Be remarkable
‣   Design experiences
‣   Be human
‣   Develop your ...
This is not about technology

 Not about a viral video
                 ...or a blog
                 ..........or a faceb...
Be remarkable

‣ Be unusual
‣ Be surprising
‣ Be different
‣ Break rules
‣ Be a storyteller
2
                                                            Community features




                                     ...
Be human

‣Hire someone dedicated to being “out there”:
 ‣ A customer advocate, evangelist or community manager
 ‣ An educ...
Multiple touch points create a “conversation ecosystem”
                                        2
                        ...
Create opportunities
to interact

‣ Offline

‣ Online

‣ Partnerships
Be easy to find

 ‣ Google can find you..forever.
 ‣ Search, Tags
 ‣ Username
   ‣ use the same username across all platform...
Partner/co-create
Partner/co-create
Company as enabler   Promote your fans and
                     customers
So get out there and relate
it’s in your nature!

you wont be sorry
Thanks, btw




     Deborah Schultz
     www.deborahschultz.com
Mindshare Marketing -  FOWA Oct07
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Mindshare Marketing - FOWA Oct07

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

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  • 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 michaeldraznin@yahoo.com ? Thanks for posting this and, if possible, helping with the download.
    Best regards,
    Michael
       Reply 
    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)
       Reply 
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  • 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 suhail.shaikh@yahoo.com

    Regards,
    Suhail
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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Mindshare Marketing - FOWA Oct07

  1. Stop Yelling & Start Weaving Mindshare Marketing FOWA 2007 Workshop October 5, 2007 Deborah Schultz www.deborahschultz.com http://www.flickr.com/photos/belljar/18171527/
  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 http://www.flickr.com/photos/platinum/4003281/
  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 www.deborahschultz.com
  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 http://www.flickr.com/photos/44799719@N00/330191406/
  7. So, what does this mean?
  8. We are overwhelmed
  9. http://www.flickr.com/photos/amagill/180202581 Spray & pray does not People are not listening work
  10. The uninvited guest http://www.flickr.com/photos/sarey777/429469554/
  11. We’re not “elusive” We’re annoyed. http://www.flickr.com/photos/ratterrell/40634731/ 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. http://www.flickr.com/photos/gordonr/42555739/ The Toolkit
  19. The Ecosystem - Use it Twitter Digg Presence IM Social Media Stumble Tools Facebook Myspace Upon Del.icio.us 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, blip.tv, 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 http://www.flickr.com/photos/aoisakana/264436278/
  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 www.deborahschultz.com

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