0
The future of marketing.



       Matt Dickman//Fleishman-Hillard
Welcome.



@mattdickman
n00b
n00b   guru
this presentation



n00b                       guru
About me.
http://www.google.com/search?&q=matt+dickman
What is the future of marketing?
The foundation for tomorrow is
                    here today.
If you don’t like change,
      you’re going to like
    irrelevance even less.
                  General Eric Shineski,
 ...
“The best idea is boss”
                -CP+B
Social Media (sō'shəl′ mē·dē·ə)
My definition: people connecting to
     people via technology.
Social media is a fad.
All media will be social media.
The formula has changed.
It’s not about spamming 1,000,000
    people to convert 100 people.
It is about reaching the right 10
people who reach 100 people who
        reach 1,000 people.
The world has changed.
1.0
1.0   2.0
The roadmap changed.
The language changed.
<html>
<head>
<title>The web changed things.</title>
</head>
<body>
Hello World!
</body>
</html>
The pace changed.
The faces have changed.
Choice is growing exponentially.
Our channel fragments have fragments.
I will help you avoid contracting
 the highly contagious BSOS...
Bright Shiny Object Syndrome
Most companies/agencies were
        not built for dialogue.
Traditional digital is running rampant.
Most marketers on Facebook use it
         as a broadcast platform.
We have traditionally pushed...
...and shouted.
Advertising is not dead.
Sometimes it works.
Emotion is key to marketing.
Advertising is better at emotion.
It just doesn’t work in a vacuum.
PR
PR


     Advertising
PR
PR



     Advertising
PR



              Advertising

Interactive
PR




     Interactive
Advertising




Interactive
Today.
PR
PR


     Advertising
PR


              Advertising
Interactive
Tomorrow.
PR
   Advertising
Interactive
Marketing
Experiences rule.
Storytelling is a must.
The dream of 1-to-1.
Social media gets us closer.
David has an advantage over Goliath.
No legal department...
Built-in personality...
Relationships are closer to the
         bottom line.
Location agnostic.
Portable.
Widgets are portable, brand gateways.
GPS adds physical context.
Time agnostic.
Customers are constantly moving.
We have to find them.
We have to listen and adapt.
End of interruption.
The “me” economy.
15 megabytes is the new 15 minutes.
The barrier to create and publish
     content does not exist.
If you knew your employees were
     always being recorded,
     how would you change?
Consumer content can be great.
Or really bad.
Hurricane Kohls.
Paul McEnany | http://heehawmarketing.typepad.com
Wal-Mart flog.
Either way, it spreads quickly.
It’s called viral for a reason.
How to get the most out of
      social media.
Listen, prepare, engage, adapt.
We have to listen before we do
          anything.
Know the tone, the influencers and
      what already exists.
Don’t just react.
Proactively seek engagement.
What would you do?
“I’m planning to buy a ______”
      -@somebody_on_twitter
Look below the surface.
Micromedia.
Social Media
 Conversation         Social        Content           Open
   Enabling          Networks       Sharing       ...
*Brian Solis
Allow your content to be easily shared.
And remixed.
What’s your Amen Break?
It doesn’t matter your
   industry or niche.
The unmasking of brands.
I don’t want to connect to your company.
I do want to connect to YOU.
Content is king.
Create content to add value.
Marketing
Put strategy first.
Adding value should be the goal.
How do I get started?
JUST DO IT.
Create a blog, join Twitter, find those
high-school friends on Facebook, link
    with your peers on LinkedIn.
Thank you.


          Matt Dickman
     mattdickman@gmail.com
http://technomarketer.typepad.com
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
The Future of Marketing - eMarketing Techniques May 2009
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The Future of Marketing - eMarketing Techniques May 2009

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Lunch keynote "The future of marketing" presented May 2009 at the eMarketing Techniques conference in Cleveland, OH.

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Transcript of "The Future of Marketing - eMarketing Techniques May 2009"

  1. 1. The future of marketing. Matt Dickman//Fleishman-Hillard
  2. 2. Welcome.
  3. 3.
  4. 4.
  5. 5.
  6. 6. @mattdickman
  7. 7. n00b
  8. 8. n00b guru
  9. 9. this presentation n00b guru
  10. 10. About me.
  11. 11. http://www.google.com/search?&q=matt+dickman
  12. 12. What is the future of marketing?
  13. 13. The foundation for tomorrow is here today.
  14. 14. If you don’t like change, you’re going to like irrelevance even less. General Eric Shineski, Retired Chief of Staff, U.S. Army
  15. 15. “The best idea is boss” -CP+B
  16. 16. Social Media (sō'shəl′ mē·dē·ə)
  17. 17. My definition: people connecting to people via technology.
  18. 18. Social media is a fad.
  19. 19. All media will be social media.
  20. 20. The formula has changed.
  21. 21. It’s not about spamming 1,000,000 people to convert 100 people.
  22. 22. It is about reaching the right 10 people who reach 100 people who reach 1,000 people.
  23. 23. The world has changed.
  24. 24. 1.0
  25. 25. 1.0 2.0
  26. 26. The roadmap changed.
  27. 27. The language changed.
  28. 28. <html> <head> <title>The web changed things.</title> </head> <body> Hello World! </body> </html>
  29. 29. The pace changed.
  30. 30. The faces have changed.
  31. 31. Choice is growing exponentially.
  32. 32. Our channel fragments have fragments.
  33. 33. I will help you avoid contracting the highly contagious BSOS...
  34. 34. Bright Shiny Object Syndrome
  35. 35. Most companies/agencies were not built for dialogue.
  36. 36. Traditional digital is running rampant.
  37. 37. Most marketers on Facebook use it as a broadcast platform.
  38. 38. We have traditionally pushed...
  39. 39. ...and shouted.
  40. 40. Advertising is not dead.
  41. 41. Sometimes it works.
  42. 42. Emotion is key to marketing.
  43. 43. Advertising is better at emotion.
  44. 44. It just doesn’t work in a vacuum.
  45. 45. PR
  46. 46. PR Advertising
  47. 47. PR
  48. 48. PR Advertising
  49. 49. PR Advertising Interactive
  50. 50. PR Interactive
  51. 51. Advertising Interactive
  52. 52. Today.
  53. 53. PR
  54. 54. PR Advertising
  55. 55. PR Advertising Interactive
  56. 56. Tomorrow.
  57. 57. PR Advertising Interactive
  58. 58. Marketing
  59. 59. Experiences rule.
  60. 60. Storytelling is a must.
  61. 61. The dream of 1-to-1.
  62. 62. Social media gets us closer.
  63. 63. David has an advantage over Goliath.
  64. 64. No legal department...
  65. 65. Built-in personality...
  66. 66. Relationships are closer to the bottom line.
  67. 67. Location agnostic.
  68. 68. Portable.
  69. 69. Widgets are portable, brand gateways.
  70. 70. GPS adds physical context.
  71. 71. Time agnostic.
  72. 72. Customers are constantly moving.
  73. 73. We have to find them.
  74. 74. We have to listen and adapt.
  75. 75. End of interruption.
  76. 76. The “me” economy.
  77. 77. 15 megabytes is the new 15 minutes.
  78. 78. The barrier to create and publish content does not exist.
  79. 79. If you knew your employees were always being recorded, how would you change?
  80. 80. Consumer content can be great.
  81. 81. Or really bad.
  82. 82. Hurricane Kohls.
  83. 83. Paul McEnany | http://heehawmarketing.typepad.com
  84. 84. Wal-Mart flog.
  85. 85. Either way, it spreads quickly.
  86. 86. It’s called viral for a reason.
  87. 87. How to get the most out of social media.
  88. 88. Listen, prepare, engage, adapt.
  89. 89. We have to listen before we do anything.
  90. 90. Know the tone, the influencers and what already exists.
  91. 91. Don’t just react. Proactively seek engagement.
  92. 92. What would you do?
  93. 93. “I’m planning to buy a ______” -@somebody_on_twitter
  94. 94. Look below the surface.
  95. 95. Micromedia.
  96. 96. Social Media Conversation Social Content Open Enabling Networks Sharing Platforms •! Blogs •! Facebook •! YouTube •! Wikipedia •! Message •! MySpace •! Flickr •! Dell IdeaStorm Boards •! LinkedIn •! Digg •! Micropublishing •! Delicious
  97. 97. *Brian Solis
  98. 98. Allow your content to be easily shared.
  99. 99. And remixed.
  100. 100. What’s your Amen Break?
  101. 101. It doesn’t matter your industry or niche.
  102. 102. The unmasking of brands.
  103. 103. I don’t want to connect to your company.
  104. 104. I do want to connect to YOU.
  105. 105. Content is king.
  106. 106. Create content to add value.
  107. 107. Marketing
  108. 108. Put strategy first.
  109. 109. Adding value should be the goal.
  110. 110. How do I get started?
  111. 111. JUST DO IT.
  112. 112. Create a blog, join Twitter, find those high-school friends on Facebook, link with your peers on LinkedIn.
  113. 113. Thank you. Matt Dickman mattdickman@gmail.com http://technomarketer.typepad.com
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