End the Buzzwords & Start Making Sense

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A passionate plea by our colleague, Drew McKenzie, to stop using buzzwords and to start making sense.

This was delivered at the 6th Cincinnati Ignite on May 4th. It rocked and was chock full of hard-earned marketing examples of buzzwords in use.

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End the Buzzwords & Start Making Sense

  1. 1. Jargon:  terminology  which  is  especially  defined  in  a  rela6onship  to  a  specific  profession  
  2. 2. Agency:  Be  Human,  Compelling,  &  Simple  
  3. 3. But  We  Use  Words  Like  
  4. 4. Buzzwords  &  Bullshit   Warning  System   SEVERE   Severe  risk  of  bullshit   HIGH   High  risk  of  bullshit   ELEVATED  Significant  risk  of  bullshit   GUARDED   General  risk  of  bullshit   LOW   Low  risk  of  bullshit  
  5. 5. What  the  hell  is   he  thinking?   I  wonder  if  he  is   OBA  Compliant?   Jargon  invades  personal  life  
  6. 6. Let s  Decode:  Get  Simple  Statement  
  7. 7. TRANSLATION  Give  consumers  reasons  to  buy  your  product  over  and  over  again,  maybe  use  a  puppet?  
  8. 8. Aggregate,  plaOorm,  transparency,  reproducibility,  data  touch  points  
  9. 9. TRANSLATION  Just  trust  us,  we  do  a  bunch  of  stuff  that  we  don t  even  understand  to  produce  results.  
  10. 10. Social   Networks   Mobile   Expanded   Googlism   Video   Brandsphere  Statement   Loca6on   Based   Services  
  11. 11. TRANSLATION  Be  Where  Your  Customers  Are.  
  12. 12. Welcome  To  The   World  of   Socialomics  
  13. 13. TRANSLATION  Let s  talk  about  how  we  can  use  Facebook  to  drive  sales  
  14. 14. BONUS  ROUND:  Acronyms  
  15. 15. Acronym  finder  is  great!  
  16. 16. So  Bad  People  Make  Fun  
  17. 17. We  Have  A  Widespread  Problem  
  18. 18. Did  you  pass  the  grandma  test?  
  19. 19. The  Challenge  Statement  

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