The Age of Disruption - MME2010

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This is a copy of Brandon's keynote talk at the Michigan Marketing Educator's 2010 Fall Conference.

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  • Who likes telemarketers?
  • Schafs business
  • Clay Shirky, Cognitive Surplus
  • Started with Henry Ford: Cheaper labor and Faster machines
  • They owned the means of production.
  • There’s a much bigger shift than social media happening here
  • Lots of people are confused
  • Some companies don’t get that
  • A year ago, Facebook was an afterthought," says Carol Kruse, vice-president, global interactive marketing, at Coca-Cola, which has more than 12 million Facebook fans. "As we go into 2011, it's fully integrated into our marketing plans, with a reliance and a focus on it.”
  • Art isn’t the job, it’s the attitude you bring to the job and work you do when you’re there.
  • Be proactive in understanding new opportunities and risks associated with the evolving nature of digital
    Have an end business goal in mind when starting any digital activity
    The number of tools and platforms can be overwhelming, prioritize and tackle initiatives one at a time
    Successful marketing is about giving customers what they want, think win-win not promotion
    Understand where your customers are, what they are doing, and what they want. Then you can understand where your company fits in the picture.
    Utilize all of the resources inside your organization and outside your organization to create programs that are greater than any silo’d effort.
    Continually measure, re-think, and refine your strategy by listening and engaging with your community
  • Lots of time old leaders have trouble with new paradigms
  • Through October, $11.7 million has funded 287 ideas, hailing from 203 cities in 42 states (see chart). More than 51 million votes have been cast for 7,000 projects.

    http://adage.com/article?article_id=146814

  • Started with Henry Ford: Cheaper labor and Faster machines
  • Is Google at Risk of Becoming the next Microsoft? - http://techcrunch.com/2010/07/17/google-next-microsoft/
  • Veynerchuck Built a $50M wine business using YouTube and Twitter
  • Profits, Passion, Purpose
  • The Age of Disruption - MME2010

    1. 1. The Age of Disruption - Brandon Croke
    2. 2. RE-THINK POSSIBLE
    3. 3. “You aren’t going to turn passive consumers into active trollers on the internet.” - Stephen Weiswasser, ABC
    4. 4. WHAT HAS CHANGED? Part 1
    5. 5. Brandon Croke – 10.26.10 6
    6. 6. Brandon Croke – 10.26.10 7
    7. 7. Marketing for the past 60  Newspapers  Magazines  Radio  Television  Telemarketing  Direct Mail Brandon Croke – 10.26.10 8
    8. 8. Marketing has Changed Push Big $ Fit in Efficiency Tricks Brandon Croke – 10.26.10 9 Permission Big Ideas Stand Out Customer Service Transparency
    9. 9. Media hasn’t changed, our perception of media was limited to the opportunities available at the time.
    10. 10. 3 Parts to Media Content Consumption Content Sharing – E-mail, Tweet, Facebook Status Content Creation – Blogs, YouTube Video’s, Flickr Brandon Croke – 10.26.10 11
    11. 11. LOLcats Brandon Croke – 10.26.10 12
    12. 12. Wikipedia Brandon Croke – 10.26.10 13
    13. 13. Where do people find the time? Americans spend 100 million hours every weekend watching commercials. Brandon Croke – 10.26.10 14
    14. 14. Organizations vs. Collaboration Brandon Croke – 10.26.10 15 VS.
    15. 15. The Factory Brandon Croke – 10.26.10 16
    16. 16. Industrial Age Brandon Croke – 10.26.10 17 Factories Efficiency Compliance Management Labor Manuals
    17. 17. Information Age Brandon Croke – 10.26.10 18 Computer Revolution Enterprise IT Greater Productivity Harnessing Information
    18. 18. Old Structures Brandon Croke – 10.26.10 19
    19. 19. The New Guys Brandon Croke – 10.26.10 20
    20. 20. Brandon Croke – 10.26.10 21
    21. 21. MOST OF THESE SERVICES ARE “FREE”
    22. 22. Social Media: What is it?
    23. 23. Social Media Brandon Croke – 10.26.10 24
    24. 24. People NOT pixels Brandon Croke – 10.26.10 25
    25. 25. Human Motivation Brandon Croke – 10.26.10 26
    26. 26. People Own the Web Brandon Croke – 10.26.10 27
    27. 27. Identity Crisis Brandon Croke – 10.26.10 28
    28. 28. Corporate Hijacking Brandon Croke – 10.26.10 29
    29. 29. Fake Advertising Campaign Brandon Croke – 10.26.10 30
    30. 30. WHAT IS SOCIAL MEDIA MARKETING? Part 2 You are now entering a hype free zone.
    31. 31. Brand Relevant Conversations Brandon Croke – 10.26.10 32
    32. 32. Brand Relevant Conversations Brandon Croke – 10.26.10 33
    33. 33. Companies that get it Brandon Croke – 10.26.10 34
    34. 34. Most Companies Brandon Croke – 10.26.10 35
    35. 35. The Echo Chamber Brandon Croke – 10.26.10 36
    36. 36. The Attention Economy
    37. 37. Giving Gifts Brandon Croke – 10.26.10 38 “Art is a gift that changes the recipient.” - Seth Godin
    38. 38. Still the same principles Brandon Croke – 10.26.10 39
    39. 39. The 7 Habits of Social Media Marketing 1. Be Proactive 2. Begin with the end in mind 3. Put first things first 4. Think Win-Win 5. Seek first to understand, then to be understood 6. Synergize 7. Sharpen the saw Brandon Croke – 10.26.10 40
    40. 40. Giving is the fuel of Social Media.
    41. 41. Brandon Croke – 10.26.10 42 Refresh Everything
    42. 42. Where “Social” Starts Leadership – Company Culture – Brand – Marketing Strategy •Digital Strategy »Social Media Strategy Brandon Croke – 10.26.10 43
    43. 43. TOMS Shoes Brandon Croke – 10.26.10 44
    44. 44. WHAT DOES IT MEAN TO INDIVIDUALS? Part 3
    45. 45. The Factory 1800 - 2000 Brandon Croke – 10.26.10 46
    46. 46. The Factory Brandon Croke – 10.26.10 47
    47. 47. Unlimited Information at your finger tips
    48. 48. You Inc. Brandon Croke – 10.26.10 49
    49. 49. From “Wine Guy” to Best Selling Author Brandon Croke – 10.26.10 50
    50. 50. What’s your personal brand?
    51. 51. If you can’t market yourself… Brandon Croke – 10.26.10 52
    52. 52. Be aware of your personal brand Brandon Croke – 10.26.10 53 Hmm, let’s see what he tweets about?
    53. 53. Your reputation is a click away Brandon Croke – 10.26.10 54
    54. 54. SKILLS NEEDED FOR THE FUTURE
    55. 55. IBM Poll of 1,500 CEO’s identified creativity as the No. 1 leadership competency of the future.
    56. 56. Dan Pink’s - A Whole New Mind Design Story Symphony Empathy Play Meaning Brandon Croke – 10.26.10 57
    57. 57. Where we’ve been. Where we are. Brandon Croke – 10.26.10 58
    58. 58. Delivering Happiness Brandon Croke – 10.26.10 59
    59. 59. New Companies for a New Economy Brandon Croke – 10.26.10 60
    60. 60. Hiring Criteria 1. Digital Citizens 2. Analytical Marketers 3. Online Reach 4. Content Creators Brandon Croke – 10.26.10 61
    61. 61. Self directed learning Ideas Worth Spreading
    62. 62. Advice from Friends Brandon Croke – 10.26.10 63
    63. 63. Advice from Friends cont. Brandon Croke – 10.26.10 64 1. Develop your writing 2. The landscape will change 3. Focus on fundamentals 1. A degree doesn’t guarantee anything 2. Go out and get involved 3. Turn your passion into a living
    64. 64. “You can’t learn everything in the classroom.” - Mark Schaefer
    65. 65. “Business can’t succeed in a world that is failing.” - Don Tapscott
    66. 66. THANK YOU Re-think Possible
    67. 67. Cognitive Surplus – Clay Shirky Free – Chris Anderson Inbound Marketing – Hubspot A Whole New Mind - Daniel Pink Delivering Happiness – Tony Hsieh Linchpin – Seth Godin Brandon.croke@hansoninc.com www.twitter.com/bcroke www.bcroke.wordpress.com

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