Dandelion Marketing (Tel Aviv Edition)

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The presentation given on Dec. 30th in Tel Aviv at the US-Israel Chamber of Commerce. Co-sponsored by DLA Piper and Signal Corp.

Background here: http://jer979.com/clients-and-testimonials/telavivdandelion/

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Dandelion Marketing (Tel Aviv Edition)

  1. 1. @jer979<br />Dandelion marketing….increase your odds of going viral<br />Jeremy Epstein<br />Marketing Navigator<br />jer979@neverstopmarketing.com<br />
  2. 2. @jer979<br />Was it only a <br />Printing press?<br />
  3. 3. @jer979<br />Tools vs. Implications<br />
  4. 4. @jer979<br />#1: Power of Permission<br />
  5. 5. @jer979<br />#2: Ridiculous Reach of the Individual<br />
  6. 6. @jer979<br />#3: It’s an Attention Economy<br />
  7. 7. @jer979<br />#3: It’s an Attention Economy<br />
  8. 8. @jer979<br />49% Watch to End<br />You’ve got 90 Seconds…<br />Go!<br />
  9. 9. @jer979<br />It’s an Attention Economy<br />
  10. 10. No Attention, No Chance of Trust<br />@jer979<br />Attention<br />Trust<br />Revenue<br />
  11. 11. Correlation BetweenTrust & Revenue<br />@jer979<br />Airlines NPS<br />Jet Blue:<br />7.4% Increase & 2009 Profit<br />Average<br />Jet Blue<br />Source: 2010 NPS Industry Benchmark Report <br />
  12. 12. @jer979<br />Banking & Insurance NPS<br />USAA:<br />2009 Best Year Ever<br />Auto Insurance<br />Banking<br />Home Insurance<br />Correlation BetweenTrust & Revenue<br />Source: 2010 NPS Industry Benchmark Report <br />
  13. 13. @jer979<br />Computer Hardware NPS<br />Apple:<br />Own ½ Total PC Revenue in 2009<br />Average<br />Apple<br />Correlation BetweenTrust & Revenue<br />Source: 2010 NPS Industry Benchmark Report <br />
  14. 14. @jer979<br />Cell Phone Service NPS<br />Verizon:<br />10.7% Increase in 2009<br />Average<br />Verizon<br />Correlation BetweenTrust & Revenue<br />Source: 2010 NPS Industry Benchmark Report <br />
  15. 15. @jer979<br />@jer979<br />Our best hope?<br />Spark the <br />Viral inferno<br />
  16. 16. @jer979<br />But…VIRAL is the EFFECT<br />228 Million Views!<br />
  17. 17. No Attention,No Chance of Viral<br />@jer979<br />Viral<br />Attention<br />Viral<br />
  18. 18. @jer979<br />Attention<br />So What Can We Do?3 Possible Solutions<br />Pay $$$<br />Command/Demand<br />Earn<br />
  19. 19. @jer979<br />You Don’t Earn Just Once…<br />You Earn It Over & Over & Over again!<br />
  20. 20. Peter Drucker on Marketing<br />@jer979<br />“The enterprise has two—and only two— basic functions: Marketing and Innovation.”<br />
  21. 21. @jer979<br />Peter Drucker on Marketing<br />The aim of marketing is to make selling superfluous.<br />- Peter Drucker<br />
  22. 22. @jer979<br />Dandelion Marketing<br />Nature deliberately wastes resources in order to thrive.<br />Why? Because scattershot strategies are the best way to ‘fully explore the potential space.’ <br />*Adapted from Chris Anderson<br />
  23. 23. @jer979<br />Dandelion Marketing<br />The framework<br />We’re Going to Increase the Odds (Part 1)<br />
  24. 24. @jer979<br />Smaller bets,<br />More often<br />
  25. 25. @jer979<br />
  26. 26. 1:1 Advertising<br />@jer979<br />
  27. 27. Lenovo Case Study<br />@jer979<br />900<br />Marketing Activities<br />Market Share<br />27%<br />
  28. 28. @jer979<br />Be Remarkable<br />In All Your Touchpoints<br />
  29. 29. Your Business Cards<br />@jer979<br />
  30. 30. Your OOF Message<br />@jer979<br />
  31. 31. Your Email Signature<br />@jer979<br />
  32. 32. Your Instructional Videos<br />@jer979<br />
  33. 33. Your Invoices<br />@jer979<br />You’re JNJ. Whenever the hell you want.<br />
  34. 34. Your Events (and Meetings)<br />@jer979<br />
  35. 35. Your Pricing<br />@jer979<br />“LOL, I love the .79 cents!!” <br />-Michelle Scobie, Microsoft<br />$...9.79<br />
  36. 36. Your Employees’ 1st Day On the Job<br />@jer979<br />
  37. 37. @jer979<br />Trade Show Booths<br />
  38. 38. Every Touchpoint Matters<br />@jer979<br />“We therefore must get incredibly disciplined about managing all our touch-points.Every action, every piece of content, and every customer engagement, is a moment of truth in establishing and building a brand.”<br /><ul><li>Mich Matthews, SVP Marketing, Microsoft</li></ul>Every Action<br />Every Customer Engagement<br />Every Piece of Content<br />
  39. 39. @jer979<br />Create an<br />Ignitable<br />Environment<br />
  40. 40. Make It Easy To Share<br />@jer979<br />
  41. 41. Make It Easy To Share<br />@jer979<br />
  42. 42. Word of Mouth (WOM) Triggers<br />@jer979<br />
  43. 43. @jer979<br />Wondering about BPOS Marketing? Check out this presentation by Never Stop Marketing!<br />At least 8 Ways to Share<br />Offer Browser Viewing<br />Make Documents Social<br />
  44. 44. @jer979<br />Or If You Want to Embed - Just Copy the Code <br />Make Documents Social<br />
  45. 45. @jer979<br />Dandelion Marketing<br />The Culture<br />We’re Going to Increase the Odds (Part 2)<br />
  46. 46. @jer979<br />What is your Commander’s<br />Intent?<br />
  47. 47. @jer979<br />Do You Tolerate<br />Failure?<br />
  48. 48. @jer979<br />Take Risk<br />High Fault Tolerance<br />Tolerate Failure<br />
  49. 49. Do you focus on<br />Feel or look?<br />
  50. 50. Your Brand Manager<br />@jer979<br />“People won’t remember what you say. <br />They won’t remember what you do. <br />They will remember how you make them feel.”<br />- Maya Angelou<br />
  51. 51. Slick Used To Mean Professional<br />@jer979<br />
  52. 52. Is everyone a <br />Marketer?<br />
  53. 53. Long Tail of Branding…<br />@jer979<br />Single-Minded Proposition<br />Creating Secondary, Tertiary Brand Propositions<br />*From The Elongating Tail of Brand Communication<br />
  54. 54. @jer979<br />Make Everyone a Marketer<br />
  55. 55. @jer979<br />Even Someone Else’s Janitor…<br />
  56. 56. Are you getting rapid<br />feedback?<br />
  57. 57. @jer979<br />Rapid Feedback Loops<br />
  58. 58. Are you ready for agile<br />Marketing development?<br />
  59. 59. Agile Marketing Development<br />@jer979<br />
  60. 60. @jer979<br />“[Democratization of marketing is] the most important transition we are making.” <br />- Jim Farley, Ford Global Marketing VP<br />The Secret Is Out<br />
  61. 61. @jer979<br />Marketing’s Darwinian Moment<br />
  62. 62. Thanks For your attention! <br />jer979@neverstopmarketing.com<br />Twitter: @jer979<br />Linkedin.com/in/jer979<br />Facebook.com/neverstopmarketing<br />www.neverstopmarketing.com<br />

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