The Big Jump - The Future of Marketing

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Key Issue Presentation for the Big Jump Conference 31st March 2011 - The Future of Marketing and Social Enterprise by Herb Kim. Herb Kim is a leading player in the digital revolution in the UK. In this presentation he reveals the journey his extraordinary event Thinking Digital took to become a serious platform for leaders in future and emerging technology and the marketing tricks he learned along the way.

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The Big Jump - The Future of Marketing

  1. 1. Some Thoughts on the Future of Marketing March 2011 The Big JumpWednesday, 6 April 2011 1
  2. 2. @herbkim @ThinkingDigitalWednesday, 6 April 2011 2
  3. 3. Wednesday, 6 April 2011 3
  4. 4. @herbkim @ThinkingDigitalWednesday, 6 April 2011 4
  5. 5. ADL Report • Recommended that the digital technology and media cluster be named a priority business cluster • Advised that we focus on “the facilitation of networking on a regional basis” • Recommended that a dedicated organisation be formed with staff “who command confidence and credibility and who are themselves extremely well networked.”Wednesday, 6 April 2011 5
  6. 6. • Support the Growth of the Digital & Creative Industries of North East England • 2002 • Not for Profit • Software development • Networks & collaborationWednesday, 6 April 2011 6
  7. 7. • FP6; TSB wins • 3 spinouts • From 30 to 130 paying company members • Successful audits • Life is Good!... untilWednesday, 6 April 2011 7
  8. 8. Wednesday, 6 April 2011 8
  9. 9. • Audits • Outputs/Results • Costs • Economic Impact • Industry support • But.. private income v lowWednesday, 6 April 2011 9
  10. 10. The Big Society: 2006 • Our “Core Costs” funding is cut with little warning from £1.6m per year to £600k in 06/07 • Then from £600k to £0k in 07/08 • Future funding dependent on increasing cash income by 400% in a single yearWednesday, 6 April 2011 10
  11. 11. Wednesday, 6 April 2011 11
  12. 12. Wednesday, 6 April 2011 12
  13. 13. Wednesday, 6 April 2011 13
  14. 14. Geordie TEDWednesday, 6 April 2011 14
  15. 15. Wednesday, 6 April 2011 15
  16. 16. • Go BIG or Go HOME • Bet the companyWednesday, 6 April 2011 16
  17. 17. Wednesday, 6 April 2011 17
  18. 18. Wednesday, 6 April 2011 18
  19. 19. Wednesday, 6 April 2011 19
  20. 20. • Invested in Branding • Great Sponsors - Microsoft, Cisco, BT • New Website; First Blog • Print; Online; Email • Leaflet Drops • Direct Sales • Dozen Marketing PartnersWednesday, 6 April 2011 20
  21. 21. With this Huge Investment • Thinking Digital was a great success from Day OneWednesday, 6 April 2011 21
  22. 22. Despite the Investment • We were really strugglingWednesday, 6 April 2011 22
  23. 23. Good to Great The TED ConferenceWednesday, 6 April 2011 23
  24. 24. Survival Saving FaceWednesday, 6 April 2011 24
  25. 25. 2008 Negatives • Got There in the End but.. • Didn’t Sellout • Massive Resource Black Hole • Financial Loss Double the Forecast • BUT we survivedWednesday, 6 April 2011 25
  26. 26. Roll the Dice for 2009Wednesday, 6 April 2011 26
  27. 27. Wednesday, 6 April 2011 27
  28. 28. Wednesday, 6 April 2011 28
  29. 29. Wednesday, 6 April 2011 29
  30. 30. 2009 Marketing • Print Ads cancelled • Online Ads cancelled • Telesales cancelled • 50% of marketing budget unspent • Sellout 2 months earlyWednesday, 6 April 2011 30
  31. 31. 2009 • Attendance 70%+ • Ticket Revenue 89%+ • Overall Revenue 40%+ • Convert a big loss into a near breakevenWednesday, 6 April 2011 31
  32. 32. 2010 • Expanded conference by further 100 seats • Soldout 4 months early • £0.00 in media spend • Most popular topic on Twitter for 2 daysWednesday, 6 April 2011 32
  33. 33. So How Did This Happen?Wednesday, 6 April 2011 33
  34. 34. 2008 Negatives • Got There in the End but.. • Didn’t Sellout • Massive Resource Black Hole • Financial Loss 2x Bigger than ForecastWednesday, 6 April 2011 34
  35. 35. 2008 Positives • Stellar Feedback • 78% Respond to Online Survey • 50% Definitely Would Return • 30% Probably Would Return • 0% Would Not Return • Dedication to Content & UX Noticed!Wednesday, 6 April 2011 35
  36. 36. • Invested in Branding • Great Sponsors - Microsoft, Cisco, BT • New Website; First Blog • Print; Online; Email • Leaflet Drops • Direct Sales • Dozen Marketing PartnersWednesday, 6 April 2011 36
  37. 37. • Almost 0 in social mediaWednesday, 6 April 2011 37
  38. 38. 2008 Social Media Luck • Blogs • Shareable Online Video • TwitterWednesday, 6 April 2011 38
  39. 39. 2008 LuckWednesday, 6 April 2011 39
  40. 40. 2008 Luck www.#nyurl.com/3rgn9nWednesday, 6 April 2011 40
  41. 41. 2008 LuckWednesday, 6 April 2011 41
  42. 42. Thank You Twitter! • 2008 Google top referring website • 2009 Google still no 1 • 2008 Twitter accounted for 3.1% of all referrals • 2009 Twitter accounted for 21.2% of all referralsWednesday, 6 April 2011 42
  43. 43. Wednesday, 6 April 2011 43
  44. 44. Social Media & the Future of MarketingWednesday, 6 April 2011 44
  45. 45. “Theory” of Marketing • Market Segmentation: Who is your customer? What is your target market? • Needs Analysis: What do they want/need/ desire? • What is your product/service offering? • How will/can you communicate your value? Advertising, PR, sales, promotion, etc.Wednesday, 6 April 2011 45
  46. 46. Wednesday, 6 April 2011 46
  47. 47. Wednesday, 6 April 2011 47
  48. 48. “Theory” of Marketing - subverted • How will/can you communicate your value? Advertising, PR, sales, promotion, etc. • What is your product/service offering? • Market Segmentation: Who is your customer? What is your target market? • Needs Analysis: What do they want/need/ desire?Wednesday, 6 April 2011 48
  49. 49. The US Pharma Industry • York University, 2008 • £60bn in sales promotion & advertising • £32bn on actual drug R&DWednesday, 6 April 2011 49
  50. 50. The power of word of mouthWednesday, 6 April 2011 50
  51. 51. Wednesday, 6 April 2011 51
  52. 52. Wednesday, 6 April 2011 52
  53. 53. Wednesday, 6 April 2011 53
  54. 54. Word of Mouth • Free • Highly credible & influential • Bottom up instead of top downWednesday, 6 April 2011 54
  55. 55. Social Tools: putting the power of word of mouth on steroidsWednesday, 6 April 2011 55
  56. 56. Wednesday, 6 April 2011 56
  57. 57. Wednesday, 6 April 2011 57
  58. 58. “Theory” of Marketing • Market Segmentation: Who is your customer? What is your target market? • Needs Analysis: What do they want/need/ desire? • What is your product/service offering? • How will/can you communicate your value? Advertising, PR, sales, promotion, etc.Wednesday, 6 April 2011 58
  59. 59. Less Promotion Better Marketing Better Products More Truth Happier PeopleWednesday, 6 April 2011 59
  60. 60. Social Enterprise & Social Media • More for Less • Increasingly time-rich but cash-poor • More important than ever to understand and connect with funders, investors, customers, partners, etc.Wednesday, 6 April 2011 60
  61. 61. Wanna Discuss More? www.thinkingdigital.co.uk herb@codeworks.net @ThinkingDigital LinkedIn: search “Herb Kim”Wednesday, 6 April 2011 61

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