Deb Schultz FOWA Oct07

Slide 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/

Slide 2: Good Morning!

Slide 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/

Slide 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

Slide 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?

Slide 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/

Slide 7: So, what does this mean?

Slide 8: We are overwhelmed

Slide 9: http://www.flickr.com/photos/amagill/180202581 Spray & pray does not People are not listening work

Slide 10: The uninvited guest http://www.flickr.com/photos/sarey777/429469554/

Slide 11: We’re not “elusive” We’re annoyed. http://www.flickr.com/photos/ratterrell/40634731/ source: © uri baruchin: getting through

Slide 12: Nobody trusts advertising

Slide 13: Spam, Deceptive, Fraudulent Source: NielsonOnline ‘07

Slide 14: “There are no markets for messages”. - Doc Searls

Slide 15: \"It's not about telling and selling, \"It's about relationships”

Slide 16: This is a fundamental culture shift ...not about the tech bling

Slide 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

Slide 18: http://www.flickr.com/photos/gordonr/42555739/ The Toolkit

Slide 20: 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

Slide 21: 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

Slide 22: 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

Slide 23: 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

Slide 24: 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

Slide 25: Decentralization - Feeds & Widgets ‣ A great listening tool ‣ Customize em ‣ Track sites passively ‣ Reduce email overload ‣ Need tending

Slide 26: 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

Slide 27: 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/

Slide 28: 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

Slide 29: Deep breadth So how do you think this relates to you?

Slide 30: 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

Slide 31: 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]

Slide 32: Be remarkable ‣ Be unusual ‣ Be surprising ‣ Be different ‣ Break rules ‣ Be a storyteller

Slide 33: 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

Slide 34: 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

Slide 35: 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

Slide 36: Create opportunities to interact ‣ Offline ‣ Online ‣ Partnerships

Slide 37: 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

Slide 38: Partner/co-create

Slide 39: Partner/co-create

Slide 40: Company as enabler Promote your fans and customers

Slide 41: So get out there and relate it’s in your nature! you wont be sorry

Slide 42: Thanks, btw Deborah Schultz www.deborahschultz.com