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Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
Nsm marketing in a billion channel universe
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Nsm marketing in a billion channel universe

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The 4 survival strategies of the Attention Economy

The 4 survival strategies of the Attention Economy

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  • 1. @jer979<br />Marketing in a billion channel universe<br />Jeremy Epstein<br />Marketing Navigator<br />jer979@neverstopmarketing.com<br />
  • 2. @jer979<br />Was it only a printing press?<br />
  • 3. @jer979<br />Tools vs. Implications<br />
  • 4. @jer979<br />#1: It’s an Attention Economy<br />
  • 5. @jer979<br />#1: It’s an Attention Economy<br />
  • 6. @jer979<br />#1: It’s an Attention Economy<br />
  • 7. @jer979<br />#2: Power of Permission<br />
  • 8. @jer979<br />#3: Ridiculous Reach of the Individual<br />
  • 9. @jer979<br />Check this out!<br />Drive WOM!<br />How to survive in this environment?<br />
  • 10. @jer979<br />“Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions.”<br />Doubt the Power of WOM?<br />
  • 11. @jer979<br />Check this out!<br />Drive WOM!<br />How?<br />
  • 12. @jer979<br />1<br />Be “Remarkable”<br />2<br />Be a Good Storyteller<br />Build a Dandelion Marketing Culture<br />3<br />4<br />Build a Community that Cares<br />4 Survival Strategies<br />
  • 13. Be Remarkable!<br />No One Shares Boring Stuff With Their Friends<br />
  • 14. @jer979<br />But, I don’t have a superstar under contract.<br />Embarrassment or Opportunity?<br />
  • 15. @jer979<br />Business Cards Can Be Remarkable!<br />
  • 16. @jer979<br />You’re JNJ. Whenever the hell you want.<br />Invoices Can Be Remarkable!<br />
  • 17. @jer979<br />Trade Show Booths Can Be Remarkable!<br />
  • 18. @jer979<br />Make it, bake it, just don’t fake it.<br />- John Moore<br />Bake In Remarkable<br />
  • 19. @jer979<br />Find 3 Things You Can Control and Go for “Remarkable!”<br />Your Marching Orders<br />
  • 20. Be a good(Well, great Actually)Storyteller<br />
  • 21. @jer979<br />“The enterprise has two—and only two— basic functions: Marketing and Innovation.”<br />“The aim of marketing is to <br />make selling superfluous.”<br />Peter Drucker’s Opinion on Marketing<br />
  • 22. @jer979<br />Stories That Paint Pictures<br />
  • 23. Meet Johnnie Walker<br />Started in 1819 in Kilmarnock<br />Longstanding focus on quality and consistency<br />Family-owned business<br />Bought Cardhu distillery<br />Square bottle developed in 1860<br />Label at 24 degrees<br />1909 Red/Black label introduced<br />1920-expanded to 120 countries<br />Won Royal Warrant by George V<br />
  • 24. @jer979<br />http://bit.ly/aILDu1<br />Stories That Are Authentic<br />
  • 25. @jer979<br />I’m a size 4! At least at the Limited.<br />Stories We Help Other To Tell Themselves<br />
  • 26. @jer979<br />Turn Facts Into Story<br />We’re All Journalists Now<br />
  • 27. @jer979<br />Your Next 3 Conversations:<br />“Tell me a story of how our products have helped you.”<br />1<br />Then, start off with, “Let me tell you a story…”<br />2<br />Your Marching Orders<br />
  • 28. Build a Dandelion Marketing Culture<br />Spread Seeds Knowing Some Will Thrive, While Most Will Die<br />
  • 29. @jer979<br />Take Risk<br />Commander’s Intent<br />High Fault Tolerance<br />http://www.dandelionmarketing.biz<br />Cultural Cornerstones<br />
  • 30. @jer979<br />Make Everyone a Marketer<br />
  • 31. @jer979<br />Someone who solves a problem you did not know you had in a way you don't understand.  Have a productive day!<br />What is the definition of an accountant?  <br />Even Your Accountants<br />
  • 32. @jer979<br />Even Someone Else’s Janitor…<br />
  • 33. @jer979<br />Rapid Feedback Loops<br />
  • 34. @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 />
  • 35. @jer979<br />Create Your Own Agile Marketing Development Process<br />Allocate Marketing Dollars<br />Set Prototype Criteria<br />Be Open to Ideas<br />Implement Ideas<br />Measure Impact<br />Your Marching Orders<br />
  • 36. Nurture a community that cares<br />Community Driven Marketing<br />
  • 37. @jer979<br />Activate<br />Identify<br />Cultivate<br />www.communitydrivenmarketing.com<br />Community Driven Marketing<br />
  • 38. @jer979<br />Only 15%<br />Are <br />“Influencers”<br />They Create Only 30% of the Buzz<br />Identify Raving Fans<br />
  • 39. @jer979<br />1<br />Acknowledge Participation<br />Cultivate to Earn Attention<br />
  • 40. @jer979<br />2<br />Curate Valuable Content<br />90 Days = 9 Posts = 7,018 Visitors<br />Cultivate to Earn Trust<br />
  • 41. @jer979<br />3<br />Connect Like-Minded People<br />28<br />65<br />14<br />Cultivate to Earn Permission<br />
  • 42. @jer979<br />Activation<br />
  • 43. @jer979<br />Make a list of your Raving Fans and:<br />Share 1 piece of relevant content with them per week<br />1<br />Connect 2 of them with 2 others each week <br />2<br />Build the habit first… then figure out how to scale and grow it<br />3<br />Your Marching Orders<br />
  • 44. @jer979<br />Text 32665<br />fan neverstopmarketing<br />Activation!<br />
  • 45. @jer979<br />Perpetual Beta, As an Approach<br />The Importance of “NSM”<br />Pete’s Pub Test<br />My Commander’s Intent for You!<br />
  • 46. @jer979<br />Marketing’s Darwinian Moment<br />
  • 47. Thanks for your attention and permission!<br />jer979@neverstopmarketing.com<br />Twitter: @jer979<br />Linkedin.com/in/jer979<br />www.neverstopmarketing.com<br />

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