So what’s really going on?

Chris Heuer, Market Catalyst
Scott Becker	

Meet my best friend




                      photo by Kris Krug
Kristie Wells

say hello to my wife Kristie




                               photo by Kris Krug
Kris Krug

President of Bryght
Friend
Source of Referrals
One of my vendors
Our Wedding Photographer




                 ...
Business is Personal Again
It’s nothing personal, it’s just business.

• For a very long time, we have tried to separate our emotions from our work l...
In the beginning




       the baker sold directly to his customer
Then we started to organize companies




       companies sold directly to customers
As the market evolved, ‘middle-men’ optimized trade




      the company sold to customers and
           also through in...
This ‘industrialization’ grew with ‘broadcast media’




  the company broadcast its messages through
      media companie...
The DotCom era brought “disintermediation”




     but there were still those who provided
        added value and they c...
The Web lets you go direct with your story - 1 to 1




      but the perspective of editors are still
        very valuab...
But Social Media does something more important



        Social Media is tearing
        down the walls that keep us
    ...
People, having conversations




      we can connect to each other directly,
      as humans talking with other humans
  ...
Some Rules for Human Organizations

• Start with the presumption of trust

• Make clear your intentions

• Give people a c...
How we learn and develop understanding




Experience                               Conversation




                     ...
In the beginning...




   Fire is hot          Grunts

  Meat is good

Caves are shelter
                        Cave Pai...
In the broadcast era...

   Free Trials                                   Sales ++

  The Product                         ...
In the conversation era...


                             Relationships Matter
 The Experience
                           ...
Changing the Marketing Perspective

• Help people buy, don’t sell

• Stop spending marketing dollars only to the point of ...
Chris Heuer
Discussion   http://www.chrisheuer.com/
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Business is Personal (Again)

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This is the presentation I gave at BlogOrlando on 29sep2007. There are 3 main sections, where I show why business is personal through my relationship with Kris Krug, where I talk about how social media is tearing down the walls that keep people inside organizations from the people outside and finally how people learn and the importance of conversation. In each stage, I discuss important points to consider for interacting with the market today...

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Business is Personal (Again)

  1. So what’s really going on? Chris Heuer, Market Catalyst
  2. Scott Becker Meet my best friend photo by Kris Krug
  3. Kristie Wells say hello to my wife Kristie photo by Kris Krug
  4. Kris Krug President of Bryght Friend Source of Referrals One of my vendors Our Wedding Photographer photo by Chris Heuer
  5. Business is Personal Again
  6. It’s nothing personal, it’s just business. • For a very long time, we have tried to separate our emotions from our work life, but the world is evolving towards greater and greater personal expression - think about what the MySpace generation will do when it enters the workforce • Have you ever tried to ‘manage’ a relationship with a spouse or loved one? Perhaps that is why it doesn’t work with customers either • Abstract terms like audiences and targets are designed to remove our humanity from business, but more and more people are tiring of being called users and audiences and are demanding their humanity be respected • Do you want to work with anyone you personally don’t like or respect? Me neither.
  7. In the beginning the baker sold directly to his customer
  8. Then we started to organize companies companies sold directly to customers
  9. As the market evolved, ‘middle-men’ optimized trade the company sold to customers and also through intermediaries
  10. This ‘industrialization’ grew with ‘broadcast media’ the company broadcast its messages through media companies to reach customers
  11. The DotCom era brought “disintermediation” but there were still those who provided added value and they continued
  12. The Web lets you go direct with your story - 1 to 1 but the perspective of editors are still very valuable, with social media there are simply more of them
  13. But Social Media does something more important Social Media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.
  14. People, having conversations we can connect to each other directly, as humans talking with other humans as it was in the beginning...
  15. Some Rules for Human Organizations • Start with the presumption of trust • Make clear your intentions • Give people a chance • Provide power for people’s passions • “Live the life, love the life” (as Jake McKee said earlier) • Participate in your market’s conversations • Personal Pronouns are ok! • Social Media creates opportunities to be found and to connect • Trust the conversation
  16. How we learn and develop understanding Experience Conversation Media
  17. In the beginning... Fire is hot Grunts Meat is good Caves are shelter Cave Paintings = Sex makes babies Storytelling
  18. In the broadcast era... Free Trials Sales ++ The Product Support -- Push messages at people through tv, radio and print
  19. In the conversation era... Relationships Matter The Experience Trust Transparency Authenticity Intentions Create media to connect with your market and serve your community
  20. Changing the Marketing Perspective • Help people buy, don’t sell • Stop spending marketing dollars only to the point of sale, invest in getting to the point of satisfaction • “Customer service is the new marketing” Thor Muller • “The brands with the best story tellers win” CEO of iProspect • Participate in the community, give without expectations of getting • 50% of all advertising doesn’t work, more often then not, the other 50% doesn’t either • Help people save time, make money, get more done, be happy, find meaning, connect with others, and find greater satisfaction
  21. Chris Heuer Discussion http://www.chrisheuer.com/

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