18. People ask me if their business should be embracing
◼ And I say, I don’t know, is there more business near the
WE KNOW WHAT HAPPENED
TO BUSINESSES THAT DIDN’T
THINK ABOUT THE FREEWAY
19. INJECT YOUR CUSTOMERS’ DESIRES, COCREATION AND FEEDBACK INTO THE ENTIRE
HR & TRAINING, INFRASTRUCTURE, IT
26. ORGANIC, SOCIALLY-JUST, SOY
HALF-CAFF, MOCHA FRAPPA WHATEV…
Monolithic messages no longer work in a world of a bajillion choices. We
can get anything we want, whenever, however. That expectation is set.
And you’ve likely seen how some people come completely unglued when
their Starbucks latte is made “wrong.”
27. THE CONSUMER IS NOW FIRMLY IN CONTROL
Time and attention are HUGE asks now. People are
time-starved and avoid your attention-getters. There’s
only one lever we can pull: TRUST.
We can also leverage consumer publishing,
which is, umm, more trusted than we are.
ORIGINAL VERSION: AGENT WILDFIRE
28. MARKETING OFTEN STUCK IN THE PAST
Those LED billboards that blind you at
night: when advertisers are willing to put
their offer above the safety of your family,
there’s a problem.
29. MARKETING OFTEN STUCK IN THE PAST
When airlines put ads on every
seatback or overhead bin so that you
can’t turn away, there’s a problem.
30. MARKETING OFTEN STUCK IN THE PAST
OMG, it’s Oprah’s last show! You find the link, click it...but instead you get 30
seconds of something you didn’t want. She looks like she’s happy she denied
you your show, doesn’t she? Marketing need trumps consumer desire.
OF PEOPLE GLOBALLY WILL BUY FROM
COMPANIES BASED ON TRUST
PEOPLE WHO REFUSE TO BUY FROM COMPANIES
EDELMAN PR, 2009
32. GROWING REVENUE IS NOT ABOUT TAGLINES,
LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT
USING YOUR SOCIALLY POWERED MARKETING
EFFORTS TO GAIN TRUST.
33. BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
Integrated Traditional/Social Marketing Mix
COMPANY BLOG (IP)
EXTERNAL BLOGS: IP, TIPS
L O Y A L T Y
S T O R Y T E L L I N G
P U R C H A S E
N E E D
D E T E R M I N A T I O N
A W A R E N E S S
E V A L U A T I O N / C O
M P A R I S O N
Social touchpoints can help build trust,
thus propelling a customer through the
IP, HELPFUL TIPS
39. Prior to the 2010 CES, Kodak CMO
Jeffrey Hayzlett asked consumers to
name a new camera over Twitter. The
winner(s) would win a trip to Vegas
and help him launch it.
“I COULD HAVE JUST NAMED THIS THING THE VX150
OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO
BUY THE PRODUCT SHOULD COME UP WITH
SOMETHING MEANINGFUL TO THEM.” – JEFFREY
50. STILL SKEPTICAL?
Many baby boomers are skeptical of the efficacy of social efforts because
we were trained to be guarded—and proper—in our business dealings.
All about propriety. We were trained in formalities, taught to never
offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is
a sign of trustworthiness.
All about affinity. Formalities are ignored, sharing means being
found, and they grew up with Google. Your suit & tie = untrustworthy.
THE YEAR MILLENIALS WILL SURPASS BOOMERS
IN THE WORKFORCE
52. This can feel like an “add-on” for overworked marketers. But consider the
designers who refused to convert to Mac. The CFOs who asked why we
needed internet email. The marketers who balked at hiring programmers.
Think substitution, not addition. Marketing energy vs. spend.
“BUT I DON’T HAVE TIME
FOR ONE MORE THING.”
graphic design, 1986
Email marketing, 1996
Web marketing, 1997