@msweezey! The Environment Business: Use
media to consume information and to publish information. ey are reactionary to the consumer. Media: Is the medium for communication between all parties in the environment. Consumers: Are the ones who obtain information from media to fulfill their needs.
@msweezey! Media UBIQUITYAnyone in the
world can create, distribute, and consume content. ere are more people in the world with a cell phone, than there are those with clean drinking water, or electricity.
@msweezey! Media Changes culturese written
word destroyed the oral society, and brought with language, math, and documented history. Gutenberg democratized writing, and the internet combined with mobility has changed us once again.
@msweezey! Oral Society Transformed By
Gutenberg Press. Creates a world of literacy. Radio brings news to the world. Allows for news to spread faster, and changes the face of warfare. Television creates a visual society. Changes politics, culture, and the basis of how we perceive each other. Internet connects the world in real time. Creates a global society which breaks down the visual barriers and creates a new economy. Social media and increased connectivity creates an instant always on society which changes our communication once again.
@msweezey! MindsetEveryone in the organization
understands everything they do will end up online. Services will receive tweets, product will receive reviews, and sales will be talked about. Everyone must understand the net positive eﬀects of their actions.
@msweezey! Volatility is the result
of both negative and positive experiences. After a negative experience the only way to drive positive experience is to spend more money because the trust has eroded. Volatility
@msweezey! more often than they
do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. Consumers choose the brands that engage them on their passions and interests 42%PathtoPurpose -Google THINK
@msweezey! LearnPeople wanting to learn
are looking on ways to be better at what they care about. is can also take place during an escape. May be an early sign of sales readiness if they move to research.
@msweezey! “Our end goal is
to present the customer with content that is relevant, not invasive” -Kimberly Ruthenbeck, Director of Web Customer Experience for Room & Board “ “
@msweezey! Marketing now knows every
interaction they company has had with the person across external sources. Other data sources can be added into know what is relevant to a person based on their digital fingerprints. Every channel has the ability to read and write to this record so in the future every conversation in enabled to be relevance. These conversations are also used to trigger automated content based on rule sets set up by the business. External View Internal View Must have this first!
@msweezey! Automations Scale relevance Automations
allow for owned media properties to be “Zero Click”. Making them infinitely relevant. Automations allow for distributed media to be dynamically shown to the correct people, at the correct time. Automations allow for hot leads to be identified and passed to sales instantly. Automations allow for leads to be nurtured over full lifecycle.
@msweezey! Achieved a 30% reduction
in sales cycle length in their industrial storage business within one year, and another 25% reduction in two years with the use lifecycle marketing and relevant automations.
@msweezey! Creativity Left Brain Bernay’s
created the idea of Public Relations after learning from his uncle Sigmon Freud the power of the unconscious mind. He create a new form of strategic marketing which still exists to this day. is is our guide.
@msweezey! Shared Value + Shared
Action = Shared Profit People want to rebuild Braddock PA. Levi wants to have people associate their clothes with work again. Levi puts money, and hires a company to coordinate community events to rebuild Braddock. People pitch in, and suggest projects, and execute them. ey both profit from a better community, which got back to working again.
@msweezey! Right Brain Creativity e
traditional creative brain thinks in colors, shapes, and visual appeal. We must remove our selves from thinking this is the only thing which matters.
@msweezey! “When you se people
voting up your answer or adding their own replies in real time it makes you realize there’s a good group of people reading your stuﬀ. I don’t get that immediate rush on my blog” -Robert Scoble, Futurist and Social Media icon “ “
@msweezey! the new middle e
majority of the modern revenue engine is eﬀectively finding, and building relationships. People can use new tools to do this in a hyper targeted 1-1 way, which can be aided by and accelerate by marketing eﬀorts.
@msweezey! Marin Software has seen
a 646%increase in the number of qualified contacts, by focusing on digital rapport building, and by eﬀectively using the “System of Relevance” model.
@msweezey! Supporting roles It will
depend on the company as to is the middle supporting marketing, or is marketing supporting the middle. Either way a new compensation has to happen. Sales can no longer receive 100% of the commissions for only doing 20% of the work.
@msweezey! Bill (CMO) said their
goals is, will someone recommend Slack? “And that’s a much higher bar.” is is why they use Net Promoter Score in their sales compensation metrics, not just closed/won.
@msweezey! Raphus cucullatus Don’t be
a Dodo….. Realize the environment we operate in requires large shifts in our business strategy. We have not seen a change like this in over 100 years in our departments so this won’t be easy, but there is only one alternative.