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A webinar on Marketing in the new Conversational Age, part of a Mediabistro series. http://j.mp/kj9MjT

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  • Personally, I have lots of interest in what the disruptors have done. They started the fires that have changed communications between people and institutions. I call them fire starters. I’m writing a book about them. One interesting aspect is that radio is one of the seeds that grew the revolution now coming to a close.
  • But there was something else going on in the 50s. The Cold War included policies that scared Hell out of us kids. We were schooled that in case of nuclear attack, we should jump under our desks and cover our heads with our hands. After the blast, the next thing we were supposed to do was turn on our radios to Conelrad—the Civil Defense network. Civilization as we knew it might disappear, but radio would be there to give us the information we needed to start over again. A few years later we realized that all this was both macabre and silly. We began not to trust authorities at their word. But somehow the voices on the radio, maintained and expanded their credibility.
  • My generation fomented this Conversational Revolution. It is, in part, a result of the culture that shaped us as we grew up. An example: In 1955, Rock Around Clock beat out Love & Marriage for most popular song. Rock would become the music of a generation a music filled with rebellious notes, a music hated by many of our parents but embraced by our children and now grandkids. Rock set the rhythm for much revolution and radio fed it to us.
  • The rebellion, cultivated silently in the 50s exploded when my generation went off to college in the 60s. TV may have presented dramatic visuals. But radio was with us as we marched. In this photo here, there are probably scores, perhaps hundreds of people with portables. We learned about our demonstrations as we marched from the radio. Radio told us how many we were, and if somewhere, we had turned violent. It often told us what police planned to do about us.. Radio in the 60s played the same role as Twitter did in Egypt as a source of information for people on the streets.
  • Dec. 10 22K convos a day Operationalizelistening,” Manish Mehta Distribute by relevancy Trained 5K
  • Case #1 Kraft Salad Dressing SM talk of bottle tampering foil causing cuts Redesigned bottle Joined conversation Outreach program
  • Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes
  • Media bistro

    1. 1. Marketing in the New Conversational Age A Mediabistro Social Media Boot Camp Webinar session Summer, 2011
    2. 2. Part 1 What has Happened?
    3. 3. Decade of Disruption <ul><li>Social Media upended all institutions </li></ul><ul><li>Conversations replaced broadcast </li></ul><ul><li>World got flatter </li></ul><ul><li>Gate keepers flattened </li></ul>
    4. 4. <ul><li>Mob becomes crowd </li></ul><ul><li>SM is everyday toolset </li></ul><ul><li>From skunkworks to process </li></ul><ul><li>Markets as conversations </li></ul>Conversational Age Emerges
    5. 5. Part 2 How we got here
    6. 6. Fire Starters of Conversational Age
    7. 7. The 50s: Lies & Losses
    8. 8. Rock beats Marriage
    9. 9. The 60s: Crowd Power
    10. 10. From the 70s-90s <ul><li>The Ascent of Geeks </li></ul><ul><li>From commune to startup </li></ul><ul><li>World peace. Fails </li></ul><ul><li>PC & Web Succeed </li></ul>
    11. 11. Causes for Disruption <ul><li>Distrust of institutions </li></ul><ul><li>Contempt for marketing messages </li></ul><ul><li>Frustrated by shouting at TV </li></ul><ul><li>Tools of recourse </li></ul>
    12. 12. Part 3 Marketing’s Full Circle
    13. 13. Greek Marketplace
    14. 14. Marketplace Conversations
    15. 15. Local Shop Succombs…
    16. 16. … To Big Blocks
    17. 17. 2000 Years of Slow Change <ul><li>Face-to-face </li></ul><ul><li>Word-of-mouth reputation </li></ul><ul><li>Localization > gentrification </li></ul><ul><li>Personal > general </li></ul><ul><li>Dialog > monologue </li></ul>
    18. 18. Then 10 Years of Disruption <ul><li>Conversation scales </li></ul><ul><li>Control erodes </li></ul><ul><li>‘ Eyeballs’ grow humans </li></ul><ul><li>Institution adapt or die </li></ul><ul><li>People move to center of org chart </li></ul>
    19. 19. <ul><li>Part 4 </li></ul><ul><li>The Customer-centric Enterprise </li></ul>
    20. 20. Customer at the Center <ul><li>Lou Gerstner at IBM: ‘Don’t ask me’ </li></ul><ul><li>SAP Communities ‘We’ll stay’ </li></ul><ul><li>Self-support </li></ul><ul><li>Reduce time-to-market </li></ul><ul><li>Bands of Champions </li></ul>
    21. 21. Lou Gerstner at IBM <ul><li>‘ Don ’ t ask me ’ </li></ul><ul><li>Decide closest to customers </li></ul><ul><li>Tech to build community </li></ul>
    22. 22. Scott Cook at Intuit <ul><ul><li>‘ A brand is no longer what we tell consumers it is. It’s what they tell us it is.’ </li></ul></ul>
    23. 24. SAP: ‘We’re Staying <ul><li>2 million in communities </li></ul><ul><li>Part of ecosystem </li></ul><ul><li>$80 billion ecosystem </li></ul><ul><li>SAP Hosts business </li></ul><ul><li>Bands of champions </li></ul>
    24. 25. From Dell Hell to Listen & Respond Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
    25. 26. Kraft & Cutting Remarks Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
    26. 27. L.L.Bean’s Itchy Twitchy Feeling
    27. 28. Customer-centric advantages <ul><li>Improved products & services </li></ul><ul><li>Faster response to problems </li></ul><ul><li>Reduced time-to-market </li></ul><ul><li>Improve loyalty </li></ul><ul><li>Increase profits </li></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
    28. 29. Marketer’s Changing Role <ul><li>Broadcast Era </li></ul><ul><li>Send Messages </li></ul><ul><li>Control </li></ul><ul><li>Customer as target </li></ul><ul><li>Make people want </li></ul><ul><li>Conversation Age </li></ul><ul><li>Talk, listen, respond </li></ul><ul><li>Engage </li></ul><ul><li>Customer as heart </li></ul><ul><li>Serve people’s wants </li></ul>
    29. 30. Shel Israel [email_address] @ShelIsrael GlobalNeighbourhoods.net

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