According to a recent poll of various web-based media producers,
content could be hotter, more social, more shareable. “Wh...
Sunday, February 3, 2013
New Orleans, Louisiana
15,885 retweets
6,483 favorites
20,000 likes
“

For all the planning and millions of
dollars that go into the creation of
Super Bowl commercials, arguably
the best ad ...
“

With one incredibly quick and
clever missive during last year’s
infamous “Blackout Bowl” game,
Oreo may have officially...
“

How Oreo Culture-Jacked the Superbowl
!

– Wall Street Journal
“ Touchdown, Oreo.
– Wired
“

The team’s first instinct upon the blackout
was to figure out how Oreo can be relevant
in the moment. Having a full tea...
108 million watched
5.1 million tweeted
15,885 retweets
6,483 favorites
20,000 likes
44,500
people “engaged”
!
0.008%
of active tweeters
“

Oreo’s exquisitely timed and
provocative tweet during the
Super Bowl set the benchmark for
breakthrough marketing on on...
How marketing

culture-jacked

my career.
Content Strategy
“

Content strategy guides
planning for the creation,
delivery, and governance
of useful, usable content.
!
the quad
Content Marketing
Biggest Content Marketing Challenges
“

Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acqui...
Because you’ve recently created a
Try them with the new Habanero
top Moment on Klout, McDonald’s
Ranch sauce and tune-in t...
We have achieved

PEAK DERP
WTF
“

The aim of marketing is to know
and understand the customer so
well the product or service fits him
and sells itself.
–...
“

The tools have taken the
place of strategy.
!

– Michael Porter
“What Is Strategy?” HBR 1996
Strategery
STRATEGY

TACTIC

GOAL
We will become the industry leader in the
financial services arena by providing
consumers with compelling, valuable
conten...
We will become the industry leader in the
[INSERT INDUSTRY] arena by providing
consumers with compelling, valuable
content...
We will grow our online customer base to
300,000 active accounts by focusing our
digital efforts on localized service and
...
INNOVATE

OR DIE
ALWAYS BE

SHIPPING
CRUSH IT!
Be pragmatic!
slow
the hell

down
Fix your sh*t.

– Facebook CS team
Focus.
“

We live in a moment of history
where change is so speeded up
that we begin to see the
present only when it is already
d...
A new foundation.
Inquisitiveness
Debate
Inquisitiveness
Judiciousness
Debate
Inquisitiveness
Accountability
!

Tenacity
Go home.
According to a recent poll of various web-based media producers,
content could be hotter, more social, more shareable. “Wh...
Go Home Marketing, You Are Drunk
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Go Home Marketing, You Are Drunk

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"In order to succeed into today's competitive digital landscape, companies must leverage mobile enterprise technologies while engaging in social media cross-channel in agile content marketing blah blah blah."

Sorry, marketers. We can’t hear you, because we have collectively, actively stopped listening. Your ads, your overloaded websites, your sponsored content, your "infotainment series"—these are not the things we want or need. What we need, dear people, is for you to pause … and breathe. Stop treating every day like a fire drill. Momentarily ignore the shiny new trends. Instead, take a look at the things that are (still) fundamentally broken. Your message is splintered. Your teams are siloed. Your technology is backwards. Your content still sucks.

So let's sit down together and talk about a whole new world of marketing, one where pragmatism and principle drive a new kind of innovation: fixing what's actually broken, versus finding new things to break.

Published in: Marketing
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  • This presentation is very useful for marketing business peoples..
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  • Best thing I saw at SXSW, Kristina, and I'm glad you had a decent-sized audience.

    'Fix your shit' is top of my 2014 objectives now.
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  • @KristinaHalvorson I had to look in a dictionary to understand the term 'squishy'. If I got it right the German expression would be:'wischiwaschi',-)) (means something like: unprecise) Yes you are right the term 'empathy' is squishy, but for me it it makes a good job in indicating what kind of mindset is needed.
    I am evangelising the need of buyer persona development to my German clients heavily. This term - unfortunately – is even more squishy and most of what is spread about buyer personas over the internet isn´t helpul as well. Although I am a big fan of Adele Revella and the five rings of insights. That´s the approach I use when I do persona interviews.
    As I read the term 'empathy' as beeing a most needed skill for content marketer I could connect it to buyer persona research. May be that´s why it made a lot of sense to me.

    And it seems your experience is quite similar to mine when you say: 'I work with so many companies who move forward based on assumptions about where they should invest their time and resources, rather than hearing the hard truths from their customers (e.g. 'Your commercials are cute, but your website checkout process sucks.')'

    Let´s stay patient and may be we need to start teaching our clients what 'empathy' should be all about in content marketing.
    Regards Volker
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  • @bunky34 Brian, thanks for your feedback. I will work on posting the notes next week.
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  • @jmtcz Thanks for the feedback, Jeanne—I'll work on that next week.
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Go Home Marketing, You Are Drunk

  1. 1. According to a recent poll of various web-based media producers, content could be hotter, more social, more shareable. “While there is certainly buzzworthy content out there, some of which is even snackable, Go home marketing, you are drunk. I do think content in general could be more relevant, more bite-size, and make a stronger brand impression with trending keywords and a more responsive design,” poll respondent Mark Zeligman told reporters, noting that the last piece of content he came across was an infographic that was neither flexible, timely, viral, nor engineered to maximize reader engagement. “After all, can we honestly say the content that’s out there right now is as buzzworthy and highly shareable as it could be? Does it inform, engage, and convert? Is it digestible? Does it both increase Kristina @Halvorson impressions and amplify the brand? I think you’ll find the answer is no.” At #drunkmktg press time, poll respondents reported that when it comes to content, you gotta start thinking more bullet points, more lists, more visuals, more shortform, more microcontent. – Feb 3 2014 The Onion
  2. 2. Sunday, February 3, 2013 New Orleans, Louisiana
  3. 3. 15,885 retweets 6,483 favorites 20,000 likes
  4. 4. “ For all the planning and millions of dollars that go into the creation of Super Bowl commercials, arguably the best ad of the game last night was a tweet. – Ad Age
  5. 5. “ With one incredibly quick and clever missive during last year’s infamous “Blackout Bowl” game, Oreo may have officially launched Twitter as the new hotspot for Super Bowl advertisers to make their biggest impact. – Yahoo! TV
  6. 6. “ How Oreo Culture-Jacked the Superbowl ! – Wall Street Journal
  7. 7. “ Touchdown, Oreo. – Wired
  8. 8. “ The team’s first instinct upon the blackout was to figure out how Oreo can be relevant in the moment. Having a full team of creative, social media experts and the brand made last night’s real-time culture-jacking quick and seamless. – 13 People, Apparently
  9. 9. 108 million watched 5.1 million tweeted
  10. 10. 15,885 retweets 6,483 favorites 20,000 likes
  11. 11. 44,500 people “engaged” !
  12. 12. 0.008% of active tweeters
  13. 13. “ Oreo’s exquisitely timed and provocative tweet during the Super Bowl set the benchmark for breakthrough marketing on one of the world’s most visible stages. ! – Fast Company
  14. 14. How marketing culture-jacked my career.
  15. 15. Content Strategy
  16. 16. “ Content strategy guides planning for the creation, delivery, and governance of useful, usable content. !
  17. 17. the quad
  18. 18. Content Marketing
  19. 19. Biggest Content Marketing Challenges
  20. 20. “ Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly-defined and understood audience with the objective of driving profitable customer action. !
  21. 21. Because you’ve recently created a Try them with the new Habanero top Moment on Klout, McDonald’s Ranch sauce and tune-in to the wants to recognize you by Sochi 2014 Winter Olympics to see providing you with a $5 Arch Card top moments from the worlds best to put towards your next order of athletes. Chicken McNuggets.
  22. 22. We have achieved PEAK DERP
  23. 23. WTF
  24. 24. “ The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. – Peter Drucker
  25. 25. “ The tools have taken the place of strategy. ! – Michael Porter “What Is Strategy?” HBR 1996
  26. 26. Strategery
  27. 27. STRATEGY TACTIC GOAL
  28. 28. We will become the industry leader in the financial services arena by providing consumers with compelling, valuable content across all channels that deepens the brand relationship and drives business across all our product lines. !
  29. 29. We will become the industry leader in the [INSERT INDUSTRY] arena by providing consumers with compelling, valuable content across all channels that deepens the brand relationship and drives business across all our product lines. !
  30. 30. We will grow our online customer base to 300,000 active accounts by focusing our digital efforts on localized service and fixing the cross-channel user experience. !
  31. 31. INNOVATE OR DIE
  32. 32. ALWAYS BE SHIPPING
  33. 33. CRUSH IT!
  34. 34. Be pragmatic!
  35. 35. slow the hell down
  36. 36. Fix your sh*t. – Facebook CS team
  37. 37. Focus.
  38. 38. “ We live in a moment of history where change is so speeded up that we begin to see the present only when it is already disappearing. ! – R.D. Laing
  39. 39. A new foundation.
  40. 40. Inquisitiveness Debate Inquisitiveness Judiciousness Debate Inquisitiveness Accountability ! Tenacity
  41. 41. Go home.
  42. 42. According to a recent poll of various web-based media producers, content could be hotter, more social, more shareable. “While there is certainly buzzworthy content out there, some of which is even snackable, I do think content in general could be more relevant, more bite-size, and Thank you. make a stronger brand impression with trending keywords and a more responsive design,” poll respondent Mark Zeligman told reporters, noting that the last piece of content he came across was an infographic that was neither flexible, timely, viral, nor engineered to maximize reader engagement. “After all, can we honestly say the content that’s out there Kristina @Halvorson right now is as buzzworthy and highly shareable as it could be? Does it http://braintraffic.com inform, engage, and convert? Is it digestible? Does it both increase http://confabevents.com impressions and amplify the brand? I think you’ll find the answer is no.” At http://contentstrategy.com that when it comes to content, you press time, poll respondents reported gotta start thinking more bullet points, more lists, more visuals, more shortform, more microcontent. – Feb 3 2014 The Onion
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