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Marketing in the New Conversational Age A Mediabistro Social Media Boot Camp  Webinar session Summer, 2011
Part 1  What has Happened?
Decade of Disruption <ul><li>Social Media upended all institutions </li></ul><ul><li>Conversations replaced broadcast </li...
<ul><li>Mob becomes crowd </li></ul><ul><li>SM is everyday toolset </li></ul><ul><li>From skunkworks to process </li></ul>...
Part 2  How we got here
Fire Starters of Conversational Age
The 50s: Lies & Losses
Rock beats Marriage
The 60s:  Crowd Power
From the 70s-90s <ul><li>The Ascent of Geeks </li></ul><ul><li>From commune to startup </li></ul><ul><li>World peace. Fail...
Causes for Disruption <ul><li>Distrust of institutions </li></ul><ul><li>Contempt for marketing messages </li></ul><ul><li...
Part 3  Marketing’s Full Circle
Greek Marketplace
Marketplace Conversations
Local Shop Succombs…
…  To Big Blocks
2000 Years of Slow Change <ul><li>Face-to-face  </li></ul><ul><li>Word-of-mouth reputation </li></ul><ul><li>Localization ...
Then 10 Years of Disruption <ul><li>Conversation scales </li></ul><ul><li>Control erodes </li></ul><ul><li>‘ Eyeballs’ gro...
<ul><li>Part 4  </li></ul><ul><li>The Customer-centric Enterprise </li></ul>
Customer at the Center <ul><li>Lou Gerstner at IBM: ‘Don’t ask me’ </li></ul><ul><li>SAP Communities ‘We’ll stay’ </li></u...
Lou Gerstner at IBM <ul><li>‘ Don ’ t ask me ’ </li></ul><ul><li>Decide closest to customers </li></ul><ul><li>Tech to bui...
Scott Cook at Intuit <ul><ul><li>‘ A brand is no longer what we tell consumers it is. It’s what they tell us it is.’ </li>...
 
SAP: ‘We’re Staying <ul><li>2 million in communities </li></ul><ul><li>Part of ecosystem </li></ul><ul><li>$80 billion eco...
From Dell Hell  to Listen & Respond Confidential and Proprietary.  © 2010 Bazaarvoice, Inc.
Kraft & Cutting Remarks Confidential and Proprietary.  © 2010 Bazaarvoice, Inc.
L.L.Bean’s Itchy Twitchy Feeling
Customer-centric advantages <ul><li>Improved products & services </li></ul><ul><li>Faster response to problems </li></ul><...
Marketer’s Changing Role <ul><li>Broadcast Era </li></ul><ul><li>Send Messages </li></ul><ul><li>Control </li></ul><ul><li...
Shel Israel [email_address] @ShelIsrael GlobalNeighbourhoods.net
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Media bistro

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A webinar on Marketing in the new Conversational Age, part of a Mediabistro series. http://j.mp/kj9MjT

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Media bistro

  1. 1. Marketing in the New Conversational Age A Mediabistro Social Media Boot Camp Webinar session Summer, 2011
  2. 2. Part 1 What has Happened?
  3. 3. Decade of Disruption <ul><li>Social Media upended all institutions </li></ul><ul><li>Conversations replaced broadcast </li></ul><ul><li>World got flatter </li></ul><ul><li>Gate keepers flattened </li></ul>
  4. 4. <ul><li>Mob becomes crowd </li></ul><ul><li>SM is everyday toolset </li></ul><ul><li>From skunkworks to process </li></ul><ul><li>Markets as conversations </li></ul>Conversational Age Emerges
  5. 5. Part 2 How we got here
  6. 6. Fire Starters of Conversational Age
  7. 7. The 50s: Lies & Losses
  8. 8. Rock beats Marriage
  9. 9. The 60s: Crowd Power
  10. 10. From the 70s-90s <ul><li>The Ascent of Geeks </li></ul><ul><li>From commune to startup </li></ul><ul><li>World peace. Fails </li></ul><ul><li>PC & Web Succeed </li></ul>
  11. 11. Causes for Disruption <ul><li>Distrust of institutions </li></ul><ul><li>Contempt for marketing messages </li></ul><ul><li>Frustrated by shouting at TV </li></ul><ul><li>Tools of recourse </li></ul>
  12. 12. Part 3 Marketing’s Full Circle
  13. 13. Greek Marketplace
  14. 14. Marketplace Conversations
  15. 15. Local Shop Succombs…
  16. 16. … To Big Blocks
  17. 17. 2000 Years of Slow Change <ul><li>Face-to-face </li></ul><ul><li>Word-of-mouth reputation </li></ul><ul><li>Localization > gentrification </li></ul><ul><li>Personal > general </li></ul><ul><li>Dialog > monologue </li></ul>
  18. 18. Then 10 Years of Disruption <ul><li>Conversation scales </li></ul><ul><li>Control erodes </li></ul><ul><li>‘ Eyeballs’ grow humans </li></ul><ul><li>Institution adapt or die </li></ul><ul><li>People move to center of org chart </li></ul>
  19. 19. <ul><li>Part 4 </li></ul><ul><li>The Customer-centric Enterprise </li></ul>
  20. 20. Customer at the Center <ul><li>Lou Gerstner at IBM: ‘Don’t ask me’ </li></ul><ul><li>SAP Communities ‘We’ll stay’ </li></ul><ul><li>Self-support </li></ul><ul><li>Reduce time-to-market </li></ul><ul><li>Bands of Champions </li></ul>
  21. 21. Lou Gerstner at IBM <ul><li>‘ Don ’ t ask me ’ </li></ul><ul><li>Decide closest to customers </li></ul><ul><li>Tech to build community </li></ul>
  22. 22. Scott Cook at Intuit <ul><ul><li>‘ A brand is no longer what we tell consumers it is. It’s what they tell us it is.’ </li></ul></ul>
  23. 24. SAP: ‘We’re Staying <ul><li>2 million in communities </li></ul><ul><li>Part of ecosystem </li></ul><ul><li>$80 billion ecosystem </li></ul><ul><li>SAP Hosts business </li></ul><ul><li>Bands of champions </li></ul>
  24. 25. From Dell Hell to Listen & Respond Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  25. 26. Kraft & Cutting Remarks Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  26. 27. L.L.Bean’s Itchy Twitchy Feeling
  27. 28. Customer-centric advantages <ul><li>Improved products & services </li></ul><ul><li>Faster response to problems </li></ul><ul><li>Reduced time-to-market </li></ul><ul><li>Improve loyalty </li></ul><ul><li>Increase profits </li></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc.
  28. 29. Marketer’s Changing Role <ul><li>Broadcast Era </li></ul><ul><li>Send Messages </li></ul><ul><li>Control </li></ul><ul><li>Customer as target </li></ul><ul><li>Make people want </li></ul><ul><li>Conversation Age </li></ul><ul><li>Talk, listen, respond </li></ul><ul><li>Engage </li></ul><ul><li>Customer as heart </li></ul><ul><li>Serve people’s wants </li></ul>
  29. 30. Shel Israel [email_address] @ShelIsrael GlobalNeighbourhoods.net

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