In my presentation I will talk about what it takes for your company to use the new marketing tools since companies need to realize that the new marketing tools aren't just "another channel" that they can pick. It takes a whole organization to change to be able to ride the digital revolution. There are trends that each organization need to be aware of before stepping into the social media age. Examples: · Amplification of the voice of the consumer and independent authorities · Direct communication and commerce between consumers and consumers I will focus on case studies (from Egypt and international) I will give takeaways steps that they can “try at home”
Most organization fail to do anything but the third :(
Steve JobsProphet Mohamed
1- Give it a try and make it easy for the manifesto to spread far and wide. It should unite your tribe members and give them structure. It doesnt have to be printed or even written! It's a mantra or motto. A way to look at the world.4-cashing out will risk the movement's growth)
No wonder the quran is full of stories. Human change with indirect messages far better than direct messages. Think about it!
"The only failure worth fear is death, other than that I am OK and I will survive"
Why do we “tribe-in”?• Sense of belonging. Its our survival mechanism, the most powerful one.to be part of a tribe, contribute to (and take from) a group of like-minded people.• We are drawn to leaders and their ideas• We cant resist the rush of belonging and thrill of the new
Your product’s tribe (aka Target Market Segment)• It’s the reason you exist, right?• Does it exist already?• Do you need to assemble it?• Will it attract fans?
Do you believe in what you do? Everyday?• It turns out that belief is a brilliant strategy • Customers buy when they believe that you believe. • It is stronger than a portfolio filled with company logos who presumably were happy with your service.• Can you share this passion? Can you talk about your “culture” everyday? On your social channels? Can you write a blog post each week to share openly what youve learnt or hows your product progressing without feeding your competitors?
How do you assemble yourtribe?• Set a shared interest• Create ways of communication • Leader to tribe • Tribe to leader • Tribe member to tribe member • Tribe member to outsider
...in other words…• Create culture around their goal and involve others in that culture• Have an extraordinary amount of curiosity about the world theyre trying to change• Use charisma (in a variety of forms) to attract and motivate followers• Communicate your vision of the future• Commit to a vision and make decisions based on that commitment• Connect your followers to one another
Your product is a “Movement"• It happens when: • People talk to one another • When ideas spread within the community • When peer support leads people to do what they always knew was the right thing!• Great Products create movements by empowering the tribe to communicate instead of commanding people to follow them. Apple Skype
THE PROBLEM AND SOLUTIONWERE KNOWN 30 YEARS BEFOREYUNUS!! Why did it take 30 years to gain steam and become a movement?
What’s a Movement?• Narrative that tells a story about who we are and the future were trying to build• A connection between and among the leader and the tribe• Something to do - the fewer limits, the better Connect Motivate Leverage Movement
When does a movement happen?• When people talk to one another• When ideas spread within the community• When peer support leads people to do what they always knew was the right thing!
Tribes aren’t about stuff they’re about connections• A tribal connection you can create with leadership GROW and doesnt fade. These connections lead to more connections!• The tribe thrives, delivers value and spreads. On the internet thats called viral marketing! GREAT IDEAS SPREAD!
Your Fans• Your followers are your most important asset• Each one of them is equally important• Remember, • They can opt-out any time • You don’t control them • What makes them follow you is FAITH AND BELIEF
Fans vs True Fans• True fan: • a member of the tribe who cares deeply about you and your work. • He would buy from you, bring his friend to you, or invest a little to support you.• Example: • A true fan, will promote Hamza Namira in his school. will buy an extra ticket for his friend without asking him. Or even gift CDs to his relatives!• Most organizations care about numbers, not fans. Turn your casual fan into a true one.
Crowd vs Tribe• Crowd is a tribe without a leader or communication• Most organizations spend their time marketing to the crowd• Smart organizations assemble their Tribe
Don’t target “most people”• As a bootstrapping startup on low-budget, avoid “most people” at early stages because they… • Work hard to fit in • Like eating at places where theyve eaten before • Started using Twitter this year • Are afraid • Love status quo • Would like the world to stay just as it is • Arent curious
Your 1%"In every community, 1% are the givers“ Citizen Marketer by Ben McConnel and Jackie Huba• Examples • Wikipedia • Youtube • Radio show callers
Principles• Transparency really is your only option• Your movement needs to be bigger than you• Movements that grow, thrive• Movements are made most clear when compared to the status quo or to movements that work to push the other direction• Exclude outsiders• Tearing others down is never as helpful to a movement as building your followers up
Steps1. Publish a manifesto2. Make it easy for your followers to connect with you (virtually and physically)3. Make it easy for your followers to connect with one another4. Realize that money is not the point of a movement, it just enables it5. Track your progress, and make it public!
Don’t send a message, tell a story• Is your story worth telling? • Good stories sell and spread• To create that story, make me believe in your movement• Answer this with passion: • What do you do for a living? • What do you make?• Your response has to be passionate each and every day!• Make others live your story. Make them care that they are curious about your progress the next day
Set your Goal(s)• Publicly • Internal • Communication • Employee Engagement • PR • Product Development • Marketing • Communication • Branding • Recruitment • Sales • Change Management • Knowledge management • Management • Customer Service • Traffic
Choose Social ChannelsTwitter and Facebook aren’t default, you can opt-out if it doesn’t makesense to your product
Your Social channels is everyone’s responsibility• It’s part of your culture to engage with your tribe• Set targets: • # Blog posts per day? Week? • Facebook posts or Tweets frequency• Use tools to streamline collaboration • Hootsuite lets more than one person manage the same twitter account
Do you listen carefully?• In Alef bookstores • We continuously monitor keywords that are relevant to book readers • We track online-users and engage with those who seem struggling• Social media monitoring tools: • http://wiki.kenburbary.com/
Monitor your KPIs• Interactions: • Recommendations • Reviews • Complaints • Mentions • Testimonials • Re-tweets and Shares• Performance • Responses time, quality and customer satisfaction
Repeat after me.. “What do you I have to loose? REALLY LOOSE?”
Iteratively build productsthat critics will criticizeDon’t hold yourself back because of the bad feeling of criticism.Compare it to the benefits of actually doing something while others arestill in fear.