The Future of Marketing - eMarketing Techniques May 2009

The future of marketing. Matt Dickman//Fleishman-Hillard

Welcome.



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@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, Retired Chief of Staff, U.S. Army

“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

Tomorrow.

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 Platforms •! Blogs •! Facebook •! YouTube •! Wikipedia •! Message •! MySpace •! Flickr •! Dell IdeaStorm Boards •! LinkedIn •! Digg •! Micropublishing •! Delicious

*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

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