SXSW 2011 - Real-time Marketing Strategy: Surviving Daily Change - Adam Lavelle - iCrossing

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"Real-time Marketing Strategy: Surviving Daily Change" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing, at SXSW 2011 in Austin, TX on March 13, 2011.

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SXSW 2011 - Real-time Marketing Strategy: Surviving Daily Change - Adam Lavelle - iCrossing

  1. 1. Real-timeMarketingStrategy:Surviving Daily Change Adam Lavelle SXSW 2011 Chief Strategy Officer March 13 - Future 15
  2. 2. Thank you Brian Haven for the history of media: @birdahonk
  3. 3. CAVE DRAWINGS10,000 BC – 5,000 BC
  4. 4. CAVE DRAWINGS4,000s BC
  5. 5. CAVE DRAWINGS3,000s BC
  6. 6. PAPYRUS STONE TABLETS CAVE DRAWINGS Development Of Languages & Societies FIRESIDE CHAT2,000s BC
  7. 7. PAPYRUS PAPER FIRESIDE CHAT BAZAAR / MARKETPLACE TOWN CRIER CARTS & SIGNS2,000 BC – 0 AD
  8. 8. PAPER FIRESIDE CHAT BAZAAR / MARKETPLACE TOWN CRIER CARTS & SIGNS0 AD - 500
  9. 9. PAPER FIRESIDE CHAT BAZAAR / MARKETPLACE TOWN CRIER CARTS & SIGNS500 – 1000
  10. 10. PAPER Gutenberg Printing Press BOOKS / POSTERS / HANDBILLS FIRESIDE CHAT BAZAAR / MARKETPLACE TOWN CRIER CARTS & SIGNS1000 – 1450s
  11. 11. PAPER BOOKS / POSTERS / HANDBILLS FIRESIDE CHAT BAZAAR / MARKETPLACETOWN CRIER CARTS & SIGNS 1500s 1600s 1700s 1800
  12. 12. DAWN OF THE INDUSTRIAL REVOLUTION Internal Combustion Steam Power Engine Railroads Electrical Power COUPONS PR TELEGRAPH / TELEPHONEBOOKS / MAGAZINES First Newspaper Ad NEWSPAPERSBAZAAR / MARKETPLACE BILLBOARDS 1836 1850s 1864 1867 1888
  13. 13. WAR PROPAGANDA DOOR-TO-DOOR SALES COUPONS TUPPERWARE PARTIES PR YELLOW PAGES TELEPHONE TELEMARKETINGBOOKS / MAGAZINES NEWSPAPERS CLASSIFIED ADS BILLBOARDS CONSUMER GOODS & PRODUCT PACKAGING PRODUCT PLACEMENT RADIO ADS TV ADS20th 1920s 1940s 1950sCENTURY
  14. 14. GOLDEN AGE OF ADVERTISING SWEEPSTAKES DATABASE MARKETING DOOR-TO-DOOR SALES DIRECT MAIL GUERILLA MARKETING COUPONS PERSONAL COMPUTERS TUPPERWARE PARTIES CABLE TV PR HOME SHOPPING CHANNELS YELLOW PAGES ELECTRONIC BBS TELEPHONE EMAIL TELEMARKETING COMPUTER SPAM BOOKS / MAGAZINES NEWSPAPERS SWEEPSTAKES DOOR-TO-DOOR SALES CLASSIFIED ADS COUPONS “TUPPERWARE PARTY” / MULTI-LEVEL MARKETING PR YELLOW PAGES BILLBOARDS TELEPHONE TELEMARKETING BOOKS / MAGAZINES PRODUCT PACKAGING NEWSPAPERS CLASSIFIED ADS PRODUCT PLACEMENT BILLBOARDS PRODUCT PACKAGING RADIO ADS PRODUCT PLACEMENT RADIO ADS TV ADS TV ADS1960s 1970s 1980s
  15. 15. DOTCOM BOOMDATABASE MARKETING WWW / WEB SITES SEARCH ENGINESDIRECT MAIL CRMGUERILLA MARKETING ECOMMERCE COMPARISON SHOPPINGPERSONAL COMPUTERS ONLINE MARKETS (AMAZON) ONLINE AUCTIONS (EBAY)CABLE TV WEB DISPLAY ADVERTISINGHOME SHOPPING CHANNELS TIVO LONG TAIL / NICHEELECTRONIC BBS DATABASE MARKETING DIRECT MAILEMAIL GUERILLA MARKETING PERSONAL COMPUTERSCOMPUTER SPAM CABLE TV HOME SHOPPING CHANNELS ELECTRONIC BBS EMAIL COMPUTER SPAMSWEEPSTAKESDOOR-TO-DOOR SALESCOUPONSMULTI-LEVEL MARKETINGPRYELLOW PAGESTELEPHONETELEMARKETINGBOOKS / MAGAZINESNEWSPAPERSCLASSIFIED ADSBILLBOARDSPRODUCT PACKAGINGPRODUCT PLACEMENTRADIO ADSTV ADS 1990s
  16. 16. DOTCOM BUST SOCIALIZATION OF THE WEBWWW / WEB SITESSEARCH ENGINESCRMECOMMERCECOMPARISON SHOPPINGONLINE MARKETS (AMAZON)ONLINE AUCTIONS (EBAY) “Irrational Exuberance”WEB DISPLAY ADVERTISINGTIVOLONG TAIL / NICHE BLOGSDATABASE MARKETING SEARCH MARKETINGDIRECT MAIL PODCASTINGGUERILLA MARKETING ONLINE VIDEOPERSONAL COMPUTERS VIDEO GAMES (WEB)CABLE TVHOME SHOPPING CHANNELS MOBILE PHONES (POPULARIZED) CROWDSOURCINGELECTRONIC BBS SOCIAL NETWORKSEMAIL WIKISCOMPUTER SPAM TWITTERSWEEPSTAKES WWW / WEB SITESDOOR-TO-DOOR SALES SEARCH ENGINES CRMCOUPONS ECOMMERCE COMPARISON SHOPPING ONLINE MARKETS (AMAZON)MULTI-LEVEL MARKETING ONLINE AUCTIONS (EBAY) WEB DISPLAY ADVERTISINGPR TIVO LONG TAIL / NICHEYELLOW PAGES DATABASE MARKETING DIRECT MAIL GUERILLA MARKETINGTELEPHONE PERSONAL COMPUTERS CABLE TVTELEMARKETING HOME SHOPPING CHANNELS ELECTRONIC BBS EMAILBOOKS / MAGAZINES COMPUTER SPAM SWEEPSTAKESNEWSPAPERS DOOR-TO-DOOR SALES COUPONSCLASSIFIED ADS MULTI-LEVEL MARKETING PUBLIC RELATIONS YELLOW PAGESBILLBOARDS TELEPHONE TELEMARKETINGPRODUCT PACKAGING BOOKS / MAGAZINES NEWSPAPERS CLASSIFIED ADSPRODUCT PLACEMENT BILLBOARDS PRODUCT PACKAGINGRADIO ADS PRODUCT PLACEMENT RADIO ADSTV ADS TV ADS 2000s
  17. 17. LOCATION AWARENESS, MOBILITY, RETAIL HACKING DIGITAL VIDEO STREAMING DIGITAL SETTOP BOXES GAMING CONSOLES SMARTPHONES TABLETS GESTURE INTERFACE DEVICES BODY INTERFACES / WEARABLE COMPUTING AUGMENTED REALITY SEMANTIC WEB FLASH DEALS FLASH MOBS CURATED CONTENT SERVICES LOCATION AWARENESS POPUP STORES RETAIL ENTERTAINMENT BLOGS LOCALIZED EXPERIENCES CROWD ACTIVATED COUPONS FOURSQUARE / GOWALLA / LOOPT SEARCH MARKETING YELP OPEN TABLE PODCASTING QUORA VIRTUAL SHOW & TELL ONLINE VIDEO VIRTUAL STYLIST DEMOCRATIZED PAYMENTS NEAR-FIELD COMMUNICATIONS VIDEO GAMES (WEB) THIRD-PARTY LAYERED EXPERIENCES CUSTOMER SERVICE HACKS MOBILE PHONES (POPULARIZED) BLOGS CROWDSOURCING SEARCH MARKETING PODCASTING SOCIAL NETWORKS ONLINE VIDEO VIDEO GAMES (WEB) WIKIS MOBILE PHONES CROWDSOURCING SOCIAL NETWORKS TWITTER WIKIS TWITTER WWW / WEB SITES SEARCH ENGINES CRM ECOMMERCE COMPARISON SHOPPING ONLINE MARKETS (AMAZON) ONLINE AUCTIONS (EBAY) WEB DISPLAY ADVERTISING TIVO LONG TAIL / NICHE DATABASE MARKETING DIRECT MAIL GUERILLA MARKETING PERSONAL COMPUTERS CABLE TV HOME SHOPPING CHANNELS EMAIL COMPUTER SPAM SWEEPSTAKES COUPONS MULTI-LEVEL MARKETING PUBLIC RELATIONS TELEPHONE TELEMARKETING BOOKS / MAGAZINES NEWSPAPERS BILLBOARDS PRODUCT PACKAGING PRODUCT PLACEMENT RADIO ADS TV ADS2008 2010
  18. 18. THE EPOCH OF BIEBER DIGITAL VIDEO STREAMING DIGITAL SETTOP BOXES GAMING CONSOLES SMARTPHONES TABLETS GESTURE INTERFACE DEVICES BODY INTERFACES / WEARABLE COMPUTING AUGMENTED REALITY SEMANTIC WEB FLASH DEALS FLASH MOBS CURATED CONTENT SERVICES LOCATION AWARENESS POPUP STORES RETAIL ENTERTAINMENT LOCALIZED EXPERIENCES CROWD ACTIVATED COUPONS FOURSQUARE / GOWALLA / LOOPT YELP OPEN TABLE QUORA VIRTUAL SHOW & TELL VIRTUAL STYLIST DEMOCRATIZED PAYMENTS NEAR-FIELD COMMUNICATIONS THIRD-PARTY LAYERED EXPERIENCES CUSTOMER SERVICE HACKS GREAT BLOGS SEARCH MARKETING PODCASTING PUBLICIST BIEBERTUBE ONLINE VIDEO VIDEO GAMES (WEB) MOBILE PHONES WARS CROWDSOURCING SOCIAL NETWORKS WIKIS TWITTER WWW / WEB SITES SEARCH ENGINES CRM ECOMMERCE COMPARISON SHOPPING ONLINE MARKETS (AMAZON) ONLINE AUCTIONS (EBAY) WEB DISPLAY ADVERTISING TIVO LONG TAIL / NICHE DATABASE MARKETING DIRECT MAIL GUERILLA MARKETING PERSONAL COMPUTERS CABLE TV HOME SHOPPING CHANNELS EMAIL COMPUTER SPAM SWEEPSTAKES COUPONS MULTI-LEVEL MARKETING PUBLIC RELATIONS TELEPHONE TELEMARKETING BOOKS / MAGAZINES NEWSPAPERS BILLBOARDS PRODUCT PACKAGING PRODUCT PLACEMENT RADIO ADS TV ADS2011 2012 December 21, 2012
  19. 19. LOCATION AWARENESS, MOBILITY, RETAIL HACKING DIGITAL VIDEO STREAMING DIGITAL SETTOP BOXES GAMING CONSOLES SMARTPHONES TABLETS GESTURE INTERFACE DEVICES BODY INTERFACES / WEARABLE COMPUTING AUGMENTED REALITY SEMANTIC WEB FLASH DEALS FLASH MOBS CURATED CONTENT SERVICES LOCATION AWARENESS POPUP STORES RETAIL ENTERTAINMENT BLOGS LOCALIZED EXPERIENCES CROWD ACTIVATED COUPONS FOURSQUARE / GOWALLA / LOOPT SEARCH MARKETING YELP OPEN TABLE PODCASTING QUORA VIRTUAL SHOW & TELL ONLINE VIDEO VIRTUAL STYLIST DEMOCRATIZED PAYMENTS NEAR-FIELD COMMUNICATIONS VIDEO GAMES (WEB) THIRD-PARTY LAYERED EXPERIENCES CUSTOMER SERVICE HACKS MOBILE PHONES (POPULARIZED) BLOGS CROWDSOURCING SEARCH MARKETING PODCASTING SOCIAL NETWORKS ONLINE VIDEO VIDEO GAMES (WEB) WIKIS MOBILE PHONES CROWDSOURCING SOCIAL NETWORKS TWITTER WIKIS TWITTER WWW / WEB SITES SEARCH ENGINES CRM ECOMMERCE COMPARISON SHOPPING ONLINE MARKETS (AMAZON) ONLINE AUCTIONS (EBAY) WEB DISPLAY ADVERTISING TIVO LONG TAIL / NICHE DATABASE MARKETING DIRECT MAIL GUERILLA MARKETING PERSONAL COMPUTERS CABLE TV HOME SHOPPING CHANNELS EMAIL COMPUTER SPAM SWEEPSTAKES COUPONS MULTI-LEVEL MARKETING PUBLIC RELATIONS TELEPHONE TELEMARKETING BOOKS / MAGAZINES NEWSPAPERS BILLBOARDS PRODUCT PACKAGING PRODUCT PLACEMENT RADIO ADS TV ADS2008 2010
  20. 20. Source: MorganStanley, Mary Meeker
  21. 21. Source: Forrester
  22. 22. Source: Forrester
  23. 23. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  24. 24. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  25. 25. shift happens
  26. 26. The big shift...
  27. 27. The playbook forThe playbook for ‘connected’ success ‘connected’ success
  28. 28. Stages of listening... • No objective at all • Tracking of brand mentions • Identifying market risks • Improving campaign efficiency • Measuring customer satisfaction • Responding to customer inquiry • Better understanding customers • Being proactive, anticipating customers 1. Turn listening into BETTER PRODUCTSThanks Jeremiah: http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/
  29. 29. Listening, listening, listening...
  30. 30. Having a playbook(aka: governance, charter, etc) Communication Policy on Third Party Websites Facebook Employee Participation in Social Media Twitter • Design Tactical Guidelines Overview • Social Space Vanity URLs and Naming Conventions Design • Tactical Guidelines • Overview of Community Manager Role • Links to more information/tutorials • Rules of Engagement • Community Management • Daily Activity List • Rules of Engagement • Voice/Tone • User-Generated Content • Best Practices Moderation • Off Limits Topics • Daily Activity Task List • Escalation Policy • Voice/Tone • Link Sources & Content • Best Practices • Growing the Twitter community • Off-Limit Topics • Gaining Followers • Escalation Policy • Increasing Visibility with Hash Tags • Content & Link Sources • Using Hash Tags • Growing the Facebook
  31. 31. Content continuum
  32. 32. Content velocity
  33. 33. The ecosystem
  34. 34. thecontentlab.icrossing.com@TheContentLab Follow @TheContentLab on Twitter Contribute to The Content Lab on Tumblr

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