Corp Corp Conference- Marketing in a Billion Channel Universeannel universe
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By popular demand: The presentation delivered to the Corp-Corp seminar on Dec. 9, 2010 in Annandale, VA
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Corp Corp Conference- Marketing in a Billion Channel Universeannel universe
- 1. @jer979 Marketing in a billion channel universe Jeremy Epstein Marketing Navigator jer979@neverstopmarketing.com
- 2. @jer979 Was it only a printing press?
- 3. @jer979 Tools vs. Implications
- 4. @jer979 #1: It’s an Attention Economy
- 5. @jer979 #2: Power of Permission
- 6. @jer979 #3: Ridiculous Reach of the Individual
- 7. @jer979 Check this out! Drive WOM! How to survive in this environment?
- 8. @jer979 1 Be “Remarkable” 2 Be a Good Storyteller Build a Dandelion Marketing Culture 3 4 Build a Community that Cares 4 Survival Strategies
- 9. Be Remarkable! No One Shares Boring Stuff With Their Friends
- 10. @jer979 Business Cards Can Be Remarkable!
- 11. @jer979 You’re JNJ. Whenever the hell you want. Invoices Can Be Remarkable!
- 12. @jer979 “The enterprise has two—and only two— basic functions: Marketing and Innovation.” “The aim of marketing is to make selling superfluous.” Peter Drucker’s Opinion on Marketing
- 13. Be a good(Well, great Actually)Storyteller
- 14. @jer979 I’m a size 4! At least at the Limited. Stories We Help Other To Tell Themselves
- 15. @jer979 http://bit.ly/aILDu1 Stories That Are Authentic
- 16. Build a Dandelion Marketing Culture Spread Seeds Knowing Some Will Thrive, While Most Will Die
- 17. @jer979 Take Risk Commander’s Intent High Fault Tolerance http://www.dandelionmarketing.biz Cultural Cornerstones
- 18. @jer979 Make Everyone a Marketer
- 19. Nurture a community that cares Community Driven Marketing
- 20. @jer979 Only 15% Are “Influencers” They Create Only 30% of the Buzz Identify Raving Fans
- 21. @jer979 Activate Identify Cultivate www.communitydrivenmarketing.com Community Driven Marketing
- 22. @jer979 3 Connect Like-Minded People 28 65 14 Cultivate to Earn Permission
- 24. @jer979 Marketing’s Darwinian Moment
- 25. Thanks for your attention and permission! jer979@neverstopmarketing.com Twitter: @jer979 Linkedin.com/in/jer979 www.neverstopmarketing.com
Editor's Notes
- Tools vs. Implications
- Tools vs. Implications
- How to Thrive in This Environment?Above all, drive WOM (word of mouth) as the most cost-effective way to acquire and retain customers, members, donors, etc.
- 4 "survival strategies"You need to do all of these, but you don't need to do all of these today. Instead, listen to the 4 of them and think about what makes the most sense for you today and focus on that. Then, you'll come back and tackle the rest.
- . Joey Coleman Business Card
- . JNJ invoice http://jer979.com/igniting-the-revolution/invoice/
- Limited Dress Sizes
- Kim Walker
- . A Dandelion Marketing Culture i. One of the other benefits of the advent of the tools of social media is the fact that we can quickly and cheaply test a lot of things. Plus, we can get feedback on success or failure extremely quickly as well. What this means is that your marketing campaigns, which used to be 1 or 2 big ones per year, now become smaller, shorter, and faster. ii. Introduce idea of Dandelion...spread a lot of seeds so that some will thrive, knowing that most will die.
- To accomplish this, there are a few things to keep in mind...Communicate Commander's Intent (Karl von Clausewitz) High Fault Tolerance- http://jer979.com/igniting-the-revolution/vanroekel/
- Monique Rogers - ARRC
- . A Dandelion Marketing Culture i. One of the other benefits of the advent of the tools of social media is the fact that we can quickly and cheaply test a lot of things. Plus, we can get feedback on success or failure extremely quickly as well. What this means is that your marketing campaigns, which used to be 1 or 2 big ones per year, now become smaller, shorter, and faster. ii. Introduce idea of Dandelion...spread a lot of seeds so that some will thrive, knowing that most will die.
- . Rethink Targeting-the greatest influence on individuals is other people, aka Influencer Security Blanket"The word-of-mouth receiver must trust the sender and believe that he or she really knows the product or service in question. Typically, messages passed within tight, trusted networks have less reach but greater impact than those circulated through dispersed communities—in part, because there’s usually a high correlation between people whose opinions we trust and the members of networks we most value." Pasted from <http://www.ck-blog.com/cks_blog/2010/06/b2b-meet-buzz.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+ck-Blog+%28CK%27s+Blog%29&utm_content=Google+Feedfetcher> Duncan Watts says:“you're just as likely to spread a message or product by targeting a random group of consumers as you would by going after so-called influencers” i. The ROI on your efforts to engage influencersIn fact, this is what Watts and Dodds themselves say: ‘Whether or not the additional impact of influentials justifies paying special attention to them-versus, for example, focusing on some other groups, or even recruiting individuals at random-is therefore a matter that will depend, possibly delicately, on the various costs associated with different strategies, and the particular details of the influence network.” He continues that: “influentials-consist of about 15 percent of the population and are responsible for 30 percent of buzz, an acknowledgement that 70 percent of buzz is generated by non-hubs. This is important. It means that marketers should work on all fronts and that they can do a lot without first locating hubs.”http://jer979.com/igniting-the-revolution/influencers2/
- Welcome to Community Driven Marketing (identify, cultivate, activate)
- Connect Like-Minded People to solidify the network1. Mike Spence1. Reed's Law2. Social Proof-Cialdini3. Like-minded people sell like-minded people
- Activation1. "even a penny"...small gestures today lead to big gestures tomorrow (think the mailing labels that you get from charities)2. People are more likely to complete a task, if you’ve given them evidence that they have already started…3. NuryPlumley Story 1. 2. 99 Nury's
- Marketing’sDarwinian Moment