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Mindshare Marketing - FOWA Oct07

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Mindshare Marketing - FOWA Oct07

  1. Stop Yelling & Start Weaving Mindshare Marketing FOWA 2007 Workshop October 5, 2007 Deborah Schultz
  2. Good Morning!
  3. Today’s Workshop ‣ Who are we? ‣ Who are you? Why are you here? ‣ The Forces at work ‣ New Marketing Philosophy ‣ The Human Skills ‣ Some specifics
  4. Who am I? ‣ The “Slash Queen” [ / ] ‣ Social Software/Social Media Strategist/ ‣ Marketer/Communicator/Geek, Catalyst/Connector/Customer Advocate ‣ Marketing Director, Six Apart ‣ Executive Director, Wall Street Rising, Downtown Info Center ‣ VP Marketing, Citibank Deborah Schultz
  5. Who are you & why are you here? ‣ How many of you work at start-ups? ‣ How many of you are “in-charge” of marketing? ‣ How many of you consider yourselves marketers today? ‣ How many of you are developers? ‣ What do you expect to learn today? ‣ Now, why are you really here?
  6. The Forces at Work Live Web - 24/7 Decentralized lives Democratization of tools Velocity of information Media fragmentation Empowered individuals
  7. So, what does this mean?
  8. We are overwhelmed
  9. Spray & pray does not People are not listening work
  10. The uninvited guest
  11. We’re not “elusive” We’re annoyed. source: © uri baruchin: getting through
  12. Nobody trusts advertising
  13. Spam, Deceptive, Fraudulent Source: NielsonOnline ‘07
  14. “There are no markets for messages”. - Doc Searls
  15. quot;It's not about telling and selling, quot;It's about relationships”
  16. This is a fundamental culture shift ...not about the tech bling
  17. The “M” word. Debunking Marketing • Talking not announcing • Listening not surveying • Paying attention not getting attention • Organic not static • Problem solving • Everyone is a marketer - product, customer service, engineers, customers Nod to David Armano for slide concept and Doc Searls for bullet 1,2,3 from the Ogilvy/Technorati white paper
  18. The Toolkit
  19. The Ecosystem - Use it Twitter Digg Presence IM Social Media Stumble Tools Facebook Myspace Upon Jaiku Flickr Pownce Other Social Widgets YoutTube Vox Search Tagging Networks Photo & Video Sites FanSites Other Email Chat Technorati Forums Events YOU Blogosphere Dinners Google [company Presence or Video Events individual] RSS/ (offline) Meet-up Blogs Feeds Wiki(s) IM Podcasts Conference Mass Media Partners TV WIkia Print Wikis Wikipedia Radio Others Competitors Customers
  20. The Toolkit ‣ On your site - ‣ Blogs, rss, forums, email ‣ Out at the edges ‣ Blogosphere, social networks, photo & video sites, ‣ Offline (aka the 3D world) ‣ Events, meet-ups, conferences, dinners
  21. Blogs ‣ Immediate and ongoing connection ‣ Provides a human face and voice for the company ‣ Enables you to join the community ‣ Be proactive and quick to react ‣ Low barrier to entry - just get started
  22. Podcasting & Videocasting ‣ Video Services: YouTube, Google Video, Metacafe,, Revver, PhotoBucket ‣ Photo Tools: Flickr, PhotoBucket, ‣ Desktop Tools: iMovie, Quicktime, Audacity, Adobe SoundBooth, Acid, Picasa, Photoshop
  23. Wikis ‣ Editable web pages ‣ Great for collaboration on evolving projects with many people ‣ Need tending ‣ Types: hosted vs. server side ‣ Hosted: Socialtext, jotspot, PBwiki ‣ Server: Mediawiki, instiki
  24. Decentralization - Feeds & Widgets ‣ A great listening tool ‣ Customize em ‣ Track sites passively ‣ Reduce email overload ‣ Need tending
  25. Social Networks/Media Tools ‣ Get out there into the community ‣ Anything on your blog/site can link out ‣ Post screenshots to flickr, upload videos to youtube ‣ Create a presence ‣ Product/community page, events calendar ‣ Ensure you are easy to find ‣ Use tags, social bookmarks ‣ Use the same screen name/image across the ecosystem
  26. Skills required for today’s Marketer • Listener • Connector • Critic • Partial geek • Detective • Catalyst • Diplomat • Juggler • Approachable • Intuitive • Inquisitive • driven by relationships
  27. How do you tune these skills 1. Be authentic 6. Be a catalyst 2. Participate 7. Engage online 3. Get transparent 8. Engage offline 4. Find your 9. Know when to “let it communities go’ 5. It’s not about 10. The love you give is technology equal to the love you get
  28. Deep breadth So how do you think this relates to you?
  29. Some Practical Steps ‣ Look away from the bling ‣ Be remarkable ‣ Design experiences ‣ Be human ‣ Develop your ecosystem ‣ Create opportunities to interact ‣ Be easy to find ‣ Partner/co-create ‣ Measure & Iterate
  30. This is not about technology Not about a viral video ...or a blog ..........or a facebook app ...........................or social media ....................................or community It is about your business your product and your customers How, when and where they are receptive to you [and it better work, be easy to understand and add value to my life]
  31. Be remarkable ‣ Be unusual ‣ Be surprising ‣ Be different ‣ Break rules ‣ Be a storyteller
  32. 2 Community features 3 Open source sharing/embedding 1 Videos that play without 4 choosing media plavers Playlists, related items and more A remarkable story told in new Dove evolution ways source: © d. armano
  33. Be human ‣Hire someone dedicated to being “out there”: ‣ A customer advocate, evangelist or community manager ‣ An educator ‣ “Amongst the people” interacting with the community where they live ‣ The human face of the company ‣ Cross-functional - not just a marketer ‣ A foil for the company
  34. Multiple touch points create a “conversation ecosystem” 2 Web widgets 3 Mobile 4 Web version 1 Desktop widgets/applications 7 6 Start page / feeds Virtual words 5 Mash Ups source: © d. armano
  35. Create opportunities to interact ‣ Offline ‣ Online ‣ Partnerships
  36. Be easy to find ‣ Google can find you..forever. ‣ Search, Tags ‣ Username ‣ use the same username across all platforms ‣ Links ‣ provide opportunity for reciprocity and velocity
  37. Partner/co-create
  38. Partner/co-create
  39. Company as enabler Promote your fans and customers
  40. So get out there and relate it’s in your nature! you wont be sorry
  41. Thanks, btw Deborah Schultz