Thank you all for coming. I realize this is the session right before lunch so I hope we can stay interactive and hopefully even spark some ideas that continue over lunch.Today’s topic is a bit different for an online marketing confenceUsually more tips and best practices – this is definitely in the category of best practice but a different viewClearly articulate who you are and what you doBefore we jump in, just a brief introduction about meI have been a marketer of about 18 years and what a fun time to be in the role. I was fortunate enough to really see this world we call online come of age. I’ve also focused on technology marketing so as you can imagine being ahead of new innovation has also been important.A few years ago, I founded ifridge and we work with companies of all sizes in helping to better define their vision and strategy and then translating that into strong go-to-market and sales enablement activities. This topic I put together is the culmination of work we’ve done and the pain I see when so many companies don’t identify their true market differentiation in a time when if done right you could have the impact of a huge brand on a smaller budget.
I am giving you the heads up now I am going to be talking about some of the offline activities around positioning that need to happenBut as we know your online personality is what really mattersSo we will talk about the ways to provide clarity around your companies positioning and why having this clear picture can have a huge impactThese points should be nothing new to any of youPeople find us online firstIt’s about relationshipsYour reach is further then we can controlBeing “real” is expectedShow of hands: how many of you are truly happy with your online brand and presenceHow many of you are generating lots of demand but struggling to translate that into revenue/sales
What is Beauty?Beauty in the context of business can be an awkward combination of words. Some of you may call this differentiationHow many of you have participated in your company in a conversation of differentiation?Was it subjective? Or was it like looking in a mirror – deciding for yourselves what makes you beautiful or stand out in the market
Would you all agree that beauty is subjective?If you have or are ready to start a family babies seem completely cute but perhaps the 30 year old bachelor see them differently
Think about your first apartment, the first time you were on you own – that place was beautiful right? Well maybe not in dictionary sense of the word but it was the first time living on your own in your own space so it was beautiful in it’s own way.
We could talk about Beauty all day but what is beauty in the context of business and how does this relate to our online strategies? Like in those life examples In the context of business there are no limiting factors it is all about how you express yourself and how you are perceived.To me starbucks apple and nike are all beautiful.Delta I would say depending on my last trip and BP well, it depends with the recent events I might say they lost their beauty a bit. But each of these has done a great job of differentiating themselves and expressing beauty what comes into play is perceived value – what everybody else thinks and in the online world that is what we strive for but also struggle to control.
Why do we careWe used to be more in what I could call controlNow the power of social spreads way beyond our ability to reach but gets even further from us as the source
So how do we have these beautiful dialogues
We need to look closely at two things:Who You Are:• What do customers say about what you stand for?• What makes your team unique, what are your customers saying?• Is there anything about your corporate culture that makes you different?What You DoWhile this one may seem easy, you need to ask yourself what makes yourproducts and services special in the eyes of your customer. • Why did your customer really purchase your offering?• What is the impact that you have had on the life of your customer?• How do the people at your customer refer to your offering?You will most likely come up with a bunch of things on both sides. The key here is to boil them down into the ones that are most relevant and real.
It’s about differentiation but also sustainability
But the story doesn’t end there. Here is the important piece as it comes to really connecting with your audience. Not just building a relationship but connectingYou have your differentiators that you want to develop to connect with customers. We always then look at can you pitch it? And can you deliver it? – seems obvious but if you are really honest with yourself you might see the bullets not ending up where you’d hope.Can we pitch it?Pitching in this context is not about selling. It is about the ability to represent who you are and what you do in a consistent, inspiring manner that makes others believe in you and your ability Can we deliver it?Just as important as your ability to pitch, you need to be able to deliver. Why is this important because the second you go out and truly connect socially you need to make sure you are aware of really where you stand on this spectrum why? Because we are gaining trust – now I am not saying that you only care for the things you can perfectly pitch and deliver but know where you are and be honest with the relationships you are building
You’ll find these differentiators fall all over the grid. And that’s ok – its not about getting them all perfect but understanding where you to build those connected experiences online with the people that see your beauty the most.US versus German exampleBack to the online experience side? If you don’t understand this clearly and know where you want to be I guarantee you the community will do it for you.
Social connections don’t happen magically. Well I am sure there are a few lucky stories out there but really it takes time. We start to interact socially by listening to the conversations around us, participating appropriately and building momentum. We soon see relationships forming, we get a chance to share our story talk about our differentiation and have a dialogue. But the power comes when people are connecting. Connecting to the message we deliver and connecting beyond our reach to more people.This connection doesn’t happen by hard work alone, it’s about connecting with your audience. In the discussion of beauty it’s about expressing your beauty and understanding the perceived value. Examples from the audience – what company do you feel truly connected with online? Why?For me SPG
So to sum upArticulate “who you are” and “what you do”Be realistic on your ability to deliver on the promiseStrive towards being “adorable”Don’t talk, build relationships
Everybody is Beautiful - OMC Webinar August 2011
Welcome to the Webinar<br />Everybody is Beautiful- The Power of Differentiation in a <br />Digital Economy<br />Speaker: Stefanie Lightman, Managing Partner <br />at ifridge & Company<br />www.ifridge.com<br />http://community.onlinemarketingconnect.com<br />
Everybody is Beautiful<br />The Power of Differentiation in a Digital Economy<br />Stefanie Lightman<br />Managing Partner, ifridge & Company<br />@sblightman<br />08/23/2011<br />
Why Are We Here?<br />People find us online first<br />It’s about relationships<br />Your reach is further then we can control<br />Being “real” is expected<br />
Poll Question <br />How big is your organization?<br />Under 10 Million<br />10- 100 Million<br />Over 100 Million<br />
Breaking it Down<br />Identify “who you are” and “what you do”<br />Involve feedback from your community<br />Be realistic on how well you “pitch” and “deliver” against your message<br />Focus on your sweet spot – show how adorable you are<br />
Connecting<br />Building<br />Relationship<br />It’s About the People<br />Social Interaction<br />Appreciation<br />
Takeaway Points<br />Clear positioning across the entire organization will improve your online presence<br />It is not just about the message it is getting the organization to believe<br />Be honest online or someone else will<br />And remember….<br />
Thank You<br />The Power of Differentiation in the Digital Economy<br />Stefanie Lightman<br />Managing Partner, ifridge & Company<br />firstname.lastname@example.org<br />(917) 327-3229<br />@sblightman<br />www.linkedin.com/in/stefanielightman<br />Everybody is Beautiful<br />www.everybodyisbeautiful.com<br />This presentation is based on the work of Markus Von Aschoff, Daniel Kraft & Stefanie Lightman. The entire paper is availabile on www.ifridge.com and is perfect for organizations looking to improve their strategy and positioning.<br />