Do you know what a "Connected Consumer is? How about "The Dynamic Customer Journey?" Are you fully aware of what your "Brand Experience" is and How to build COMMUNITY around experience? Building a successful Marketing Strategy based around these 2014 concepts is highlighted in this presentation created by Dave Rubin (originally for the 2013 Aspen Live Conference). This presentation aims to help educate and inspire marketers, business executives, and brand ambassadors looking to build "True Fans and Sustainable Communities." Pulling from such business and marketing luminaries as: Brian Solis, Anita Elberse, Seth Godin, The Kelley Bros. and Bob Lefsetz, this presentation should be used as a guide for any and all business looking to grow their brands by speaking with and understanding the communities of today - The Communities that can both make and break business, products and brands.

1. MARKETING
IN 2014:
WHAT YOU
NEED TO KNOW
By Dave Rubin

2. @RabbiWhere
Productions
Presents..
A Dave Rubin
Presentation

3. An Updated “How To” On:
• Building Community Through Authentic Experience
• The “Connected Consumer”
• Understanding “The Dynamic Customer Journey”
• Content Marketing vs. Traditional Marketing

4. “Marketing NOW is the act of telling stories...
...stories that spread.”
–Seth Godin

5. It Begins With
Thrives On
Authentic
Experience
Shareability
And
Is Facilitated By
Content

6. Experience is everything.
create experiences that
mean something.
We must

7. “Stop Interrupting
what people are interested
in, and become what
people are interested in
Speaking With.”
-Nick Davidge, GreenLight Media

8. A proactive investment in Positive
Experience, now represents a modern and highly
influential form of Consumer Marketing and
Digital Influence.

9. Connected audiences demand
that marketers and executives re-think
the Entire Customer Experience

10. “The Connected Consumer”
-Brian Solis

11. What is a
Connected Consumer?
What does the
Consumer Journey
look like?
How can we positively
impact our
Brand Experiences?

12. Connected Consumers:
They don’t just buy products. They don’t
randomly engage in social networks or
everyday apps. They want experiences.

13. Their Expectations are Permanent
Changing the way you engage them.

14. How Connected Consumers make decisions
does not follow a Linear Path.
It is now more of a Circle or Loop.

15. This Loop is Called,
“The Dynamic Customer Journey”

16. The Dynamic Customer Journey
vs.
The Traditional Sales Funnel

17. Traditional Sales Funnel vs. Dynamic Customer Journey

18. Traditional Sales Funnel vs. Dynamic Customer Journey

19. Traditional Sales Funnel vs. Dynamic Customer Journey

20. The Influence Loop
SHAREABLE
SHAREABLE
SHAREABLE
SHAREABLE

21. You want to inspire living, breathing human
beings to share with friends, family and peers.

22. “Viral” is Not a Strategy!

23. Sure, things go Viral, but...creating media in a
vacuum and hoping it propagates around the web
is not a strategy.

24. Content (Marketing)
vs.
Traditional(Marketing)

25. The worst reason to do Content Marketing is
because you just think you should.

26. Traditional (Marketing) vs. Content (Marketing)
TRADITIONAL
CONTENT
Interrupts
• TV Viewing
(commercial
breaks)
• Authenticity
• Shareability
• Magazine (reading) • Connection
• Radio/Music
(terrestrial)

27. Traditional (Marketing) vs. Content (Marketing)
TRADITIONAL
Holds Attention for
Ltd. Time
• 5 Sec. Ad (skip)
CONTENT
• Long-term Fan/
Brand Engagement
• 15 sec. ad (pre-roll) • Organic Adoption
• 30/60 sec.
(“spot”)
• Months to
Saturation Point

28. Traditional (Marketing) vs. Content (Marketing)
TRADITIONAL
TRADITIONAL
Very Expensive
Very Expensive
• Especially if campaign(s)
are not successful
• Especially if
campaign(s) are
not successful.
CONTENT
CONTENT
• Easily customize/tailor
for multiple distribution
• channelscustomize/
Easily
• Long shelf-life,
tailor for multiple
repurposeable
distribution
channels.
• Long shelf-life,
repurposeable

29. Traditional (Marketing) vs. Content (Marketing)
TRADITIONAL
Difficult to Gauge
Level of Success
• Billboards
• Most traditional
advertising
CONTENT
• Analytics
• Trackability
• Clicks, Views,
Shares

30. “If we are not willing to take risks
and make mistakes, then we are
never going to figure out what
tomorrow looks like.”
-Bob Bowman, CEO MLBAM (Major
League Baseball Advanced Media);
From Elberse, “BLOCKBUSTERS”

31. What do you
want to achieve?
What are you trying to accomplish?

32. People are not buying bullshit anymore.
You have to add value to their lives.

33. Define the Experience you want people to
have and align that experience with
everything you do.

34. It Takes Resources and Commitment!
Time, Money, Man-Hours, Patience, Dedication.

35. “We are in the current era of The Connected Consumer.”
-Author and New Media Analyst Brian Solis

36. Create authentic, shareable, experiences
that connect with fans & consumers.

37. Commit to building long-term fan engagement
through strategic content creation.

38. Do the research & ask all the right questions.

39. Build relevant content you can own and
repurpose forever.

40. Customize and tailor all content for
multiple distribution channels.

41. “Businesses that place people and what they
feel, think, do, and share as a priority in not
just product design but overall
marketing and business strategy will
out-perform those who don’t.”
-Brian Solis

42. NOTES AND SOURCING
This presentation draws from multiple sources
from across the digital media, entertainment, and
business verticals. Below is a list of sources used
in creating this presentation.
•
•
•
•
•
•
Anita Elberse, Blockbusters, Henry Holt and Co., 2013
Kelley and Kelley, Creative Confidence, Crown Publishing, 2013
Solis, What’s the Future of Business, John Wiley and Sons, 2013
Godin, Tribes, Penguin Group, 2008
Lefsetz, The Lefsetz Letter, www.lefsetz.com
Carter, Outbrain Blog, “3 Tips for Branded Content in the Social
Realm,” http://www.outbrain.com/blog/2013

43. Contact Dave
Rubin
via Twitter:
@RabbiWhere