My presentation from 'Got Social Media' that I gave in Houston on January 24th. This presentation is a deeper dive into some ideas I presented in Marketing's Perfect Storm with a much bigger focus on social media and how (even in the past few months) it has impacted traditional marketing.
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There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
1. There will be blood
Why the Web 3.0 will be more 1.0 than 2.0
Chris Bernard
January 22, 2008
Houston Technology Center, Houston, TX
User Experience Evangelist
chris.bernard@microsoft.com
www.designthinkingdigest.com
(Look for me on LinkedIn, Facebook and Twitter) (Images used for educational purposes. Soure: iStockPhoto except where noted)
2. There will be blood
Why the Web 3.0 will be more 1.0 than 2.0
How we can avoid it!
Chris Bernard
January 22, 2008
Houston Technology Center, Houston, TX
User Experience Evangelist
chris.bernard@microsoft.com
www.designthinkingdigest.com
(Look for me on LinkedIn, Facebook and Twitter) (Images used for educational purposes. Soure: iStockPhoto except where noted)
55. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
The new marketing model
Transactional Relationship Collaborative
Marketing Marketing Marketing
View of value Value is associated with a Value is associated with Value is associated with
company’s offering. Maximize customer relationships. Maximize experiences. Maximize value
value in exchanges lifetime value of relationships of co-created experiences
View of market Place where value is exchanged between customers and the firm. Market as a forum where
Market is separate from the value creation process value is co-created through
interaction and dialogue
Role of customer Passive buyers to be targeted with Portfolio of relationships to be Prosumers – active
offerings cultivated participants in value co-
creation
Role of firm Define and create value for Attract, develop, and retain Engage customers in defining
consumers profitable customers and co-creating unique value
Nature of Customer Survey customers to elicit needs Observe customers and learn Active dialogue with
Interaction and solicit feedback adaptively about customers customers and communities
Source: Mohan Sawhney, Kellogg School of Management
56. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Blendtec: quot;Will it Blend?quot;
• $50 marketing spend, 2006 revenue up 43%
• 6 million hits in 5 days
• Was 3rd most viewed video on Youtube
57. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Monk-e-mail
• 100 million played
• 25 million unique visitors
• $0 marketing support post launch
• 25% traffic increase
• 157% click thru
“History's third-greatest
human achievement,
after only democracy
and Velcro.” AdAge
58. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Mentos and Diet Coke
• Original video downloaded 20M times
• 10K copycat videos
• 215 million mentions of Mentos brand
• $10M in free marketing / 20% rise in sales
• Coke sales rose 5-10% as well
59. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Lego Digital Designer
• Free design studio
• Online 3D Gallery
• 3,000-piece models
• 1 million+ downloads
69. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Marketing – and life – going digital
• (U.S.) 97% of College students have computers
• 94% cell phones
• 34% use Web as primary news source
• 15% are logged into IM around the clock
• 70% use social networking sites
• 85% of adults access Internet or cell phone
• 28% play videogames
• 13% watch TV on something other than a TV
• In 2007 video game sales > music sales
73. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Percentage of U.S. marketing spent on advertising
1996: 55% 2006: 33%
“We’re not in the business of keeping the media
companies alive. We’re in the business of
connecting with consumers.” Trevor Edwards, CVP Global
Brand and Category Management, Nike
74. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
More examples
As Customers Flock to the Web, Intel
Gives Chase With Its Ad Budget
EA Joins Forces with
Energy Company
Toyota advergame on Xbox Live
to promote Yaris
75. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Warner Brothers
• 66% recall rate
• 60 % of gamers said the
adverts ―added to the
environment.‖
76. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Burger King
• Promotional price of $3.99 (US)
• 3.2 million games sold
• Earnings up 40%
• Same store sales up 4%
Burger King Is In The Video Game
Business; Earnings Up 40%
Thanks to XBOX
92. How to differentiate
Unmet
Feature Distinct
Upgrade Value
Articulated Unarticulated
Commodity Taken-For
Granted
Met
93. ―Because the purpose of business is to
create a customer, the business
enterprise has two, and only two, basic
functions: marketing and innovation‖
Peter Drucker
98. Concept: Courtesy of Rob Girling, Artefact.com buddy
Concept: Courtesy of Jamey Tisdale, a Microsoft
Building a Marketing Platform
Web Mobile
ERP Point of Sale
Community Ad Systems
108. Concept: Courtesy of Rob Girling, Artefact.com
Lovemarks…
1. Pursue radical not incremental innovation
2. Commitment to respect
3. Make it easy
4. Tell the truth
5. Nurture integrity
6. Never pull back on service
7. Deliver great design
8. Talk to Value
9. Deserve trust
10. Never fail the reliability test
Source: www.Lovemarks.com – Kevin Roberts
Source: Envisioning desirable software in the age of internet fatigue, Robert Girling, Artefact
118. Concept: Courtesy of Rob Girling, Artefact.com
…and it’s where Microsoft sees the future
Creating Optimizing Growing
Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
123. Call to Action
• Understand all your channels
• Get fuzzy (You’re not just a social media
expert, Web designer, marketer, you’re all
those things—and a consumer too!)
• Get T-Shaped, work with others that
complement your specialty
• Get heterogeneous, our future is a mix of open
and closed, shared and private, being incontrol
and knowing when to let go.
124. Where to learn more
www.designthinkingdigest.com
www.microsoft.com/design
www.microsoft.com/expression