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Originality - KahenaCon 2014

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Originality drives greatness in digital marketing. Get inspiration from Will Smith's Lost & Found.

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Originality - KahenaCon 2014

  1. 1. WHAT DO ALL GREAT THINGS HAVE IN COMMON?
  2. 2. KAHENACON PROJECT DATE CONFERENCE MAY 18, 2014 ORIGINALITY STAYING AHEAD OF THE GAME IN ONLINE MARKETING
  3. 3. WILL SMITH SONG: LOST & FOUND - SPOTIFY - ITUNES - AMAZON - GOOGLE
  4. 4. LOST & FOUND Will Smith’s reaction to the rap industry in 2005. Videos, songs, and life was the same for everyone in the industry. They all had the same goals. Will wanted to be more.
  5. 5. THIS IS SUCCESS 4 GOLDEN GLOBE NOMINATIONS 2 ACADEMY AWARD NOMINATIONS 4 GRAMMY WINS ONLY ACTOR TO HAVE 8 CONSECUTIVE FILMS OPEN AT #1
  6. 6. Original a first form from which varieties arise An authentic work of art as opposed to an imitation or reproduction Will Smith, Lost & Found
  7. 7. TRUE ORIGINALITY ONLINE IS REWARDED WITH COVERAGE, TRAFFIC, AND BUSINESS
  8. 8. ORIGINALITY IS FOUND IN PRODUCTS, MARKETING, AND PROCESSES IT’S NOT ABOUT BLOG POSTS, INFOGRAPHICS, OR COMMERCIALS, IT’S ANYTHING AND EVERYTHING
  9. 9. TAKE HOME: Go for disruption. Don’t Follow. Lead.
  10. 10. Why should I try to sound like y’all sound? Will Smith, Lost & Found
  11. 11. WATCH YOUR COMPETITION FOR INSPIRATION LOOK FOR THE HOLES, WAYS TO MAKE AN IDEA BETTER
  12. 12. STOCKSY VS ISTOCKPHOTO SUSTAINABLE. CO-OP. REALISTIC. EDITORIAL. FAIR PROFITS.
  13. 13. DON’T LET YOUR COMPETITORS DICTATE YOUR MARKETING PLAN LOOK TO YOUR OWN INTERNAL RESOURCES
  14. 14. TAKE HOME: Use Competitive knowledge to inspire.
  15. 15. I don’t ride beats I take them off the ground Will Smith, Lost & Found
  16. 16. ORIGINALITY COMES FROM RESEARCH THE BEST IDEAS COME FROM OTHERS, YOUR FANS, FOLLOWERS, EMPLOYEES, AND FRIENDS
  17. 17. Resources for Original Ideas Social Interactions with Customers Employees in Different Areas of the Business Friends/Family Mentors and Industry Friends Conferences Industry Content/Publications WILL IS PROUD
  18. 18. HTTP://HUB.AA.COM/EN/NR/FEATURES/AMERICAN-AIRLINES-NEW-NARROWBODY- DELIVERIES-TO-ELEVATE-THE-FLYING-EXPERIENCE-WITH-MORE-COMFORT-AND- CONNECTIVITY HTTP://WWW.KATEMORRIS.COM/2012/04/AIRLINES-FREE-BUSINESS-ADVICE- PROFIT.HTML To have wi-fi bring in the most profit, power is required. - April 2012 … fully charged with individual 110-volt universal AC power outlets and USB jacks at every seat - July 2012
  19. 19. REMEMBER, SOMETIMES YOU’LL FAIL FAILING IS JUST LEARNING IN DISGUISE
  20. 20. TAKE HOME: You are not going to develop the idea alone. Use your resources.
  21. 21. Land them somewhere Show them the town Will Smith, Lost & Found
  22. 22. THE BEST IDEAS FAIL WITHOUT PROMOTION IF THE WORLD IS NOT INFORMED, THE CHANCES OF SUCCESS DIMINISH.
  23. 23. TWEET A COFFEE MARKETING WAS LIMITED TO THE LAUNCH DAY
  24. 24. GOOD PROMOTION DOESN’T HELP A BAD PRODUCT IT WAS PROFITABLE, BUT SEEN AS A FAILURE COMPARED TO HIS OTHER PROJECTS
  25. 25. WINDOWS MILLENIUM ENOUGH SAID
  26. 26. TAKE HOME: Your investment in content, product, or business overall must be matched with promotion.
  27. 27. I don’t follow everybody when it’s time to rap. At one time everybody thought the world was flat. Will Smith, Lost & Found
  28. 28. DON’T FOLLOW A BAD IDEA YOU DON’T KNOW IF WHAT YOUR COMPETITOR IS DOING WORKS.
  29. 29. ADS FOR COMPETITORS JCPENNEY, MACYS, AMAZON, AND OTHERS DO IT …
  30. 30. SMALL BUSINESS EXAMPLE JUMPING ON COUPON/FLASH DEAL SITES LIKE GROUPON AND LIVING SOCIAL http://www.photomint.com/photography-business/5-reasons-not-to-use-groupon-marketing-for-your-photography-business/
  31. 31. TAKE HOME: Don’t follow bad ideas just because someone else is doing it. Test.
  32. 32. How the hell we gon’ have a battle of wits? Trick, you unarmed. Will Smith, Lost & Found
  33. 33. BEAT YOUR COMPETITION BY DOING THINGS THEY CAN’T MATCH! MAKE THEM RUN TO CATCH UP TO YOU
  34. 34. THE I-SYSTEM AKA EXCLUSIVITY ONCE IN THE INFRASTRUCTURE, PEOPLE TYPICALLY STAY THERE
  35. 35. TAKE HOME: Find the thing that not only sets you apart, your competitors can’t match.
  36. 36. Let’s Talk About Taking the Game Beyond Will Smith, Lost & Found
  37. 37. DEFINING THE PROCESS YES, THE PROCESS FOR ORIGINALITY IS KIND OF AN OXYMORON
  38. 38. Originality Process for Online Marketing 1. Stop Chasing … the Algorithm and your Competitors 2. Spend Time with your Customers 3. Talk with Others in your Company or Client’s Company (Developers, Product, Sales, Customer Service) 4. Develop Relationships with Related Businesses 5. Develop Relationships with Journalists of all Kinds 6. Brainstorm Continually
  39. 39. DON’T CHASE
  40. 40. TALK TO CUSTOMERS
  41. 41. TALK TO COWORKERS
  42. 42. DEVELOP RELATIONSHIPS
  43. 43. BRAINSTORM CONTINUALLY
  44. 44. TAKE HOME: Make everything about the customer. And talk to people outside of your world.
  45. 45. Lost: When you a slave to the biz With no care for the cost of what you saying to kids Found: When your lyrics are a test of time. Will Smith, Lost & Found
  46. 46. ALL DECISIONS SHOULD BE GOOD FOR USERS AND THE FUTURE WOULD YOU FEEL COMFORTABLE MENTORING A NEWBIE AND MENTIONING YOUR ACTIONS?
  47. 47. MAKE THINGS YOU ARE PROUD OF AND WILL SHARE IF YOU WON’T TALK ABOUT IT, WHY SHOULD SOMEONE ELSE?
  48. 48. THANK YOU! KATE MORRIS 11 YEAR DIGITAL MARKETER @KATEMORRIS (I love meeting new people, come say hi!)

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