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Disruptive Marketing for CMOs is the New Normal


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While many believe disruptive marketing strategies and tactics make sense for daily practitioners, they make even more sense for business decision makers and those who have the ability to influence entire organizations no matter the size.

In this presentation, Geoffrey Colon, communications designer and social data expert at Microsoft for Bing Ads, explains how CMOs need to view this new world in order to reallocate funds they spend on marketing in the near and long term future.

The world of the CMO shouldn't be about messaging or even narratives but how to inspire people to develop their own messages to carry to their network in our platform-centric world being reshaped daily by evolutions in technology.

To connect with Geoffrey follow him on LinkedIn or on Twitter @djgeoffe

Listen to his podcast Disruptive FM

Buy the book that inspired this presentation: Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal on AMACOM Books

Published in: Marketing
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Disruptive Marketing for CMOs is the New Normal

  1. 1. Geoffrey Colon, Communications Designer, Microsoft Disruptive Marketing for CMOs: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal
  2. 2. Yes, I wrote a book with a crazy long title. You want to know why?
  3. 3. Because the world is f#&king complex… 3 @djgeoffe
  4. 4. Why is it complex? Because technology is reshaping human behavior at a rate comparable to Moore’s Law (every 2 years). So how does a disruptive marketer respond? 4 @djgeoffe
  5. 5. First, let’s understand the new normal we live in via four quotes: 5 @djgeoffe
  6. 6. “Business has only two functions – marketing and innovation.” – Milan Kundera 6 @djgeoffe
  7. 7. “Get into the habit of imagining an alternate scenario. By posing such ‘imagine if’ questions…we can distance ourselves from the frames, cues, anchors and rhetoric that might be affecting us.” – Noreena Hertz 7 @djgeoffe
  8. 8. “The most disruptive thing in the market is not technology, but rather the customer.” – Tiffani Bova, Salesforce 8 @djgeoffe
  9. 9. “Species go extinct because there are historical constraints built into a given body or a given design.” – Kevin Kelly 9 @djgeoffe
  10. 10. “Species go extinct because there are historical constraints built into a given body or a given design.” – Kevin Kelly 10 @djgeoffe
  11. 11. Modern Marketers need to understand technology, platforms, emerging media, analytics, holistic decision-making journeys and… 11 @djgeoffe
  12. 12. …more importantly something more complex than all of that combined. What is more complex than all of those things? 12 @djgeoffe
  13. 13. 13 @djgeoffe
  14. 14. Which means the ask in 21st Century Business for Marketers is: Ask “What If?” and “Why?” A LOT. 14 @djgeoffe
  15. 15. Aspire and live with an attitude like my four- year-old daughter Tillie who wants to be both a unicorn and a scientist when she grows up…(because imagination is our true north)
  16. 16. Don’t think or act like a B-cubed individual. Banker Boring Bottom feeder
  17. 17. Banking makes like one new product every 30 years. And when they do that they practically kill the global economy. (CDO or Collateralized Debt Obligation) Life is too short to be boring. Especially in a business world with abundant solutions. A bottom feeder hires people who are C and D class in their field to take advantage of people.
  18. 18. Don’t take advantage of people. Disrupt that interruptive linear and fixed mindset. 18 @djgeoffe
  19. 19. Empower people. 19 @djgeoffe
  20. 20. More importantly empower people to achieve more. 20 @djgeoffe
  21. 21. Don’t sell them a solution. Sell them your culture, your values, your beliefs… 21 @djgeoffe
  22. 22. Who said life and business had to be boring? Who said, “well, these are the rules” ??? 22 @djgeoffe
  23. 23. In soccer there is no “playbook” and formations adjust based on the pace and momentum of the game. Aspire to learn from the beautiful game… How Soccer Explains Our World 23Disruptive Marketing @djgeoffe
  24. 24. We live in a world now where customers move at random. They invest in your company, they don’t buy your products. 24 @djgeoffe
  25. 25. How do we navigate this new normal of… 25 @djgeoffe
  26. 26. A World Without Rules? 26Disruptive Marketing @djgeoffe
  27. 27. What matters more in our here and now of the modern world? • Leaders? • Power/Hierarchy? • Scarcity? • Technology? • Revenue? Creative Disruption in the Anti-Organization Age 27Disruptive Marketing @djgeoffe
  28. 28. How about “We the People???” • Inspiration • Being part of something bigger • Feelings/Experiences • Agility • Human Rights • Ethics • Transparency Creative Disruption in the Anti-Organization Age 28Disruptive Marketing @djgeoffe
  29. 29. Four Goals for the Disruptive Marketer: • Design that meets the demand of an emerging market • Reshaping the world so that it meets the ethical narratives of people- centricity • Creating experiences around people- to-people sharing psychology • The blurring of lines between company and customer Creative Disruption in the Anti-Organization Age 29Disruptive Marketing @djgeoffe
  30. 30. Four Skills of the Disruptive Marketer 30Disruptive Marketing @djgeoffe
  31. 31. Indirect knowledge has changed the world…we should focus on: • Listening • Ignoring Bright, Shiny Objects • Ethics • Learn, Unlearn, Relearn The Four Skills of the Disruptive Marketer 31Disruptive Marketing @djgeoffe
  32. 32. Always Be Closing is being replaced by Always Be Listening… The world is now a huge sound chamber where everyone has the ability to add value. The Four Skills of a Disruptive Marketer 32Disruptive Marketing @djgeoffe
  33. 33. What did I get wrong in this video from 2011? • Is Socialcam a bright, shiny object??? • What behavior should I have paid attention to? The Four Skills of a Disruptive Marketer 33Disruptive Marketing @djgeoffe
  34. 34. Socialcam isn’t a dominant platform but the behavior it was capturing now is: • Video Messaging!!! • Live video streaming!!! • Post-remix video creation!!! The Four Skills of a Disruptive Marketer 34Disruptive Marketing @djgeoffe
  35. 35. What corporate social responsibility and ethical standing does your company have? The Four Skills of a Disruptive Marketer 35Disruptive Marketing @djgeoffe
  36. 36. Do you still believe in scale and reach as a best practice in the 21st Century? The Four Skills of a Disruptive Marketer 36Disruptive Marketing
  37. 37. Scale is a method from the era of industrialization. We are now in a creative age where platformification of information delivered to niche audiences acts as our marketing vehicle The Four Skills of a Disruptive Marketer 37Disruptive Marketing
  38. 38. Chris Anderson dubbed this “The Long Tail” in his 2006 book. Selling to a highly targeted, interest- driven, niche who uses word-of-mouth to scale to audiences that are relevant. The Four Skills of a Disruptive Marketer 38Disruptive Marketing
  39. 39. We then reverse-engineer this into scale (where necessary)... The Four Skills of a Disruptive Marketer 39Disruptive Marketing
  40. 40. Where does this begin? Using mass marketing and mass advertising channels? 40 @djgeoffe
  41. 41. 41 @djgeoffe Doubtful. It begins using conversation as a KPI. It begins using a concept know as social by design…
  42. 42. Doing things like this: 42 @djgeoffe
  43. 43. Using People To People or Peer to Peer Models to: Disruptive Marketing 43 Increase awareness, positive perception and impact of Bing Ads news and content by designing & executing genuine and deliberate engagements with our Influencers. Produce Bing Ads content and experiences via a variety of first and third-party events.
  44. 44. Wait, what, Influencers? 44 @djgeoffe
  45. 45. Disruptive Marketing 45
  46. 46. You mean you pay people to peddle your products? No, we’ve built relationships over four years and align with people based on… 46 @djgeoffe
  47. 47. • Inspiration • Involvement • Feelings/Experiences • Agility • Ethics • Transparency 47Disruptive Marketing @djgeoffe
  48. 48. Why? Why go direct to people? 48 @djgeoffe
  49. 49. Disruptive Marketing 49 Because the psychology shows it’s more impactful and channels and technologies allow for it: • 32% of people trust word of mouth for purchase/loyalty/investment decisions • 20% of friends research a brand based on word of mouth • 90% of customers say buying decisions are influenced by online reviews by strangers • Tools like Facebook Live video allow companies or influencers to go direct to people and bypass publishers and media gatekeepers
  50. 50. Execution & Tactics Goal Tactics Details Increase Bing Ads Awareness Events - Industry events WW Bing Ads Next - Annual Conference, expand globally Influencer Events - Happy hours, dinners etc. in key cities Influencer Celebrations - Celebrate Influencer's life and work milestones Joint speaking - Co-host sessions, panels, key notes with Influencers Increase positive perception of Bing Ads in the advertising industry Digital PR - Amplification of our messages Sharing & amplifying - Social & network sharing Targeted Bing Ads News & Announcements Articles by Bing Ads - Articles by Bing Ads team on external publications - Influencer guest blogging on the Bing Ads Blog - External editorial calendar Articles by Influencers - Articles about Bing or Bing Ads by Influencers Direct Line Calls - Monthly calls with Influencers Pilot Participation - Influencer participation in Pilots - Better define what the success and role of the Influencers are in this work Internal Monthly Deep Dives - Detailed Influencer PPT report Monthly Reports - Stakeholder email report Weekly V-Team mtgs - Tactical & strategic mtgs
  51. 51. Influencer Marketing: YTD metrics 272 Articles about Bing and Bing Ads 108% OF FY16 YEAR GOAL 68K Social Shares of those Articles 220% OF FY16 YEAR GOAL 4352 Influencer Twitter Mentions of Bing and Bing Ads 109% OF FY16 YEAR GOAL 26.8M Influencer Twitter Reach of Bing and Bing Ads 89% OF FY16 YEAR GOAL
  52. 52. Of course these are metrics that are vanity unless we look at the bigger picture… 52 @djgeoffe
  53. 53. How do you check your pulse? Your heartbeat right? The same is true now in business. • Net Promoter Score The Four Metrics to Measure 53Disruptive Marketing @djgeoffe
  54. 54. How do you check what people are saying? Social listening that can check for: • Qualitative Sentiment The Four Metrics to Measure 54Disruptive Marketing @djgeoffe
  55. 55. Conversion may help with revenue but leave that for a separate KPI. For predictive analysis around behavior track: • Brand/Product Mentions and Where Those Mentions Occur The Four Metrics to Measure 55Disruptive Marketing @djgeoffe
  56. 56. Finally, in order to get a good idea of what will move your audience in the future in terms of content, track: • Interests • Job Titles • Geography The Four Metrics to Measure 56Disruptive Marketing @djgeoffe
  57. 57. 1. Net Promoter Score – Why? Gives indicators if people will recommend your products to others (social by design) 2. Qualitative Sentiment – Why? It’s not the amount of people saying things, but what they are saying. Besides, you only need 120 connections* to create a word of mouth business Four Metrics to Measure 57 Disruptive Marketing - *Based on research by British Anthropologist Robin Dunbar who noted that 120 connections were the most any person or company could realistically manage and know who those people. Software will scale this number of course.
  58. 58. 3. Brand/Product Mentions – Why? Makes sense to know where these are taking place regardless of what people are actually saying. This helps you map where to ultimately be rather than hedging bets on “platform blindness.” 4. Interests – Why? Unlike CTRs and conversion rates, people data will help with personalization in a people- centric fueled future where conversation is the platform. Four Metrics to Measure 58Disruptive Marketing
  59. 59. Part of learning, unlearning and relearning is where we stand currently in the world of modern marketing… 59 @djgeoffe
  60. 60. So ask yourself as a CMO this question to help you rethink your view of the world and your place in it… 60 @djgeoffe
  61. 61. When was the last time you did something for the first time? 61 @djgeoffe
  62. 62. My Name Is Geoffrey Colon…and I Work at Microsoft 62 @djgeoffe
  63. 63. Geoffrey Colon – Life ShieldFamily&Fun Professional • 3 years at Microsoft • 7 years in agency world • 4 years running my own business (Creative Solutions Marketing Agency) • 10 years in the Music Industry • Professional DJ Interests: diversity in the workplace, women in tech, futurology, social media, mobile technology, digital media, blogging, international travel, music production, DJing, reading, soccer (playing and watching), podcasting, fashion, art, music, politics, philosophy, yoga, cooking, running, boxing, MMA, cycling, swimming, physical conditioning Past Roles: landscaping, DJ, radio sales, promotions manager, creative director, event director, agency entrepreneur, social strategist, client solutions director, vice president of digital strategy Personal • Born in Bethlehem, PA • Lehigh University alum • Lived 20 years in Brooklyn, NY • Married to “the” Allison Dunmire • Two daughters: Olive & Matilda Serve on a non-profit board Bring design thinking through diversity Speak at more events, publish more books Create new and innovative business models and products around human behaviors Destroy poverty, hate, racism, sexism PublishedAuthor&NotedPodcaster
  64. 64. Web: Twitter: @djgeoffe Podcast: Disruptive FM Book: Disruptive Marketing 64 @djgeoffe
  65. 65. Mon nom est Geoffrey Colon…et je travaille chez Microsoft 65 @djgeoffe
  66. 66. Mi nombre es Geoffrey Colon…y trabajo en Microsoft 66 @djgeoffe
  67. 67. Mein Name ist Geoffrey Colon…und ich arbeite bei Microsoft 67 @djgeoffe
  68. 68. मेरा नाम Geoffrey बृहदान्त्र है और मैं माइक्रोसॉफ्ट में काम Microsoft 68 @djgeoffe
  69. 69. मेरा नाम Geoffrey बृहदान्त्र है और मैं माइक्रोसॉफ्ट में काम Microsoft 69 @djgeoffe
  70. 70. 我的名字叫傑佛瑞結腸和我 在微軟工作 Microsoft 70 @djgeoffe
  71. 71. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THE NFORMATION IN THIS PRESENTATION.