18. People ask me if their business should be embracing
social media
◼ And I say, I don’t know, is there more business near the
freeway?
WE KNOW WHAT HAPPENED
TO BUSINESSES THAT DIDN’T
THINK ABOUT THE FREEWAY
18
19. INJECT YOUR CUSTOMERS’ DESIRES, COCREATION AND FEEDBACK INTO THE ENTIRE
VALUE CHAIN
HR & TRAINING, INFRASTRUCTURE, IT
SUPPLY
CHAIN
OPS
SHIP &
DISTRIB
SALES,
MRKTG,
PR
CUST
CARE
19
21. YEARS WE’VE BEEN
APPROACHING THE
MARKET WITH AN
OUTBOUND MESSAGE
150
Marketers are following an
outbound methodology that has
existed for centuries. Because
for centuries…it worked.
21
23. When I was a kid, we had 3 channels that
shut down at midnight. We had one
newspaper. Work was over at 5pm. No info
overload. We could remember a tagline.
23
26. ORGANIC, SOCIALLY-JUST, SOY
HALF-CAFF, MOCHA FRAPPA WHATEV…
Monolithic messages no longer work in a world of a bajillion choices. We
can get anything we want, whenever, however. That expectation is set.
And you’ve likely seen how some people come completely unglued when
their Starbucks latte is made “wrong.”
26
27. THE CONSUMER IS NOW FIRMLY IN CONTROL
Time and attention are HUGE asks now. People are
time-starved and avoid your attention-getters. There’s
only one lever we can pull: TRUST.
We can also leverage consumer publishing,
which is, umm, more trusted than we are.
ORIGINAL VERSION: AGENT WILDFIRE
27
28. MARKETING OFTEN STUCK IN THE PAST
Those LED billboards that blind you at
night: when advertisers are willing to put
their offer above the safety of your family,
there’s a problem.
28
29. MARKETING OFTEN STUCK IN THE PAST
When airlines put ads on every
seatback or overhead bin so that you
can’t turn away, there’s a problem.
29
30. MARKETING OFTEN STUCK IN THE PAST
OMG, it’s Oprah’s last show! You find the link, click it...but instead you get 30
seconds of something you didn’t want. She looks like she’s happy she denied
you your show, doesn’t she? Marketing need trumps consumer desire.
30
31. 91%
OF PEOPLE GLOBALLY WILL BUY FROM
COMPANIES BASED ON TRUST
77%
PEOPLE WHO REFUSE TO BUY FROM COMPANIES
EDELMAN PR, 2009
THEY DISTRUST
31
32. GROWING REVENUE IS NOT ABOUT TAGLINES,
LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT
USING YOUR SOCIALLY POWERED MARKETING
EFFORTS TO GAIN TRUST.
FLICKR.COM/PHOTOS/POWERBOOKTRANCE
32
33. BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
Integrated Traditional/Social Marketing Mix
DOT-COM SITE
COMPANY BLOG (IP)
YOUTUBE CHANNEL:
STORYTELLING, IP
ONLINE SAMPLING
EXTERNAL BLOGS: IP, TIPS
OUTDOOR
PR
SAMPLING PGMS
RECIPES
COMMENTS
E-COMMERCE PARTNER
L O Y A L T Y
HELPFUL RESOURCES
AMAZON
S T O R Y T E L L I N G
P U R C H A S E
PRINT
N E E D
D E T E R M I N A T I O N
ONLINE
A W A R E N E S S
EVENTS
SEO
E V A L U A T I O N / C O
M P A R I S O N
Social touchpoints can help build trust,
thus propelling a customer through the
purchase funnel.
TOPICAL COMMUNITIES:
IP, HELPFUL TIPS
PRODUCT
LAUNCH
MICROSITE
TRADITIONAL MEDIA/PR
FACEBOOK
FAN PAGE
RETAIL
33
35. Use social media as a trust-builder to put
out reputational wildfires.
“THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL
MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza
35
39. Prior to the 2010 CES, Kodak CMO
Jeffrey Hayzlett asked consumers to
name a new camera over Twitter. The
winner(s) would win a trip to Vegas
and help him launch it.
“I COULD HAVE JUST NAMED THIS THING THE VX150
OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO
BUY THE PRODUCT SHOULD COME UP WITH
SOMETHING MEANINGFUL TO THEM.” – JEFFREY
HAYZLETT,CMO, KODAK
39
44. $15K ON DIRECT MAIL = 200 NEW CUSTOMERS
$7,500 ON OUTDOOR = 300 NEW CUSTOMERS
$0 ON TWITTER = 1800 NEW CUSTOMERS
BUSINESS GROWTH: $4MM -> $50MM IN 3 YRS
44
50. STILL SKEPTICAL?
Many baby boomers are skeptical of the efficacy of social efforts because
we were trained to be guarded—and proper—in our business dealings.
PHOTO: FLICKR.COM/PHOTOS/YUGENRO
50
51. BOOMERS
All about propriety. We were trained in formalities, taught to never
offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is
a sign of trustworthiness.
GENS X&Y
All about affinity. Formalities are ignored, sharing means being
found, and they grew up with Google. Your suit & tie = untrustworthy.
2010
THE YEAR MILLENIALS WILL SURPASS BOOMERS
IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
51
52. This can feel like an “add-on” for overworked marketers. But consider the
designers who refused to convert to Mac. The CFOs who asked why we
needed internet email. The marketers who balked at hiring programmers.
Think substitution, not addition. Marketing energy vs. spend.
“BUT I DON’T HAVE TIME
FOR ONE MORE THING.”
Computer-based
graphic design, 1986
Email marketing, 1996
Web marketing, 1997
52
89. FIND WAYS TO INTERNALIZE
CUSTOMER ENGAGEMENT
FISH WHERE THE FISH ARE
FOCUS ON MARKETING
ENERGY, NOT MARKETING
SPEND
89
90. WHEN CONTENT IS ENGAGING,
IT CAN BE SHARED, TRUSTED
AND CREATE INFLUENCE
RESPECT TIME STARVATION
GIVE YOURSELF TIME
TRUST DRIVES TRANSACTIONS,
REPUTATION DRIVES REVENUE
90
