Leading in the age of Marketing Transformation - 3 Critical Principles for Successful Marketers
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This document discusses 3 critical principles for modern marketing leadership: 1) having a bigger idea that reflects the brand's values and expresses its vision, 2) building values-based relationships by empowering and nurturing brand enthusiasts, and 3) having clarity of vision that is clearly defined and drives strategic alignment. Content marketing and social media are transforming how brands communicate by focusing on meaningful engagement over direct sales and relinquishing some message control. Strong leadership and empowered employees are needed to imbue a brand's values throughout its human interactions and communities.
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Leading in the age of Marketing Transformation - 3 Critical Principles for Successful Marketers
- 1. Leading in the Age of Marketing Transformation
- 2. CLevelStrategies.com LisaPetrilli.com @LisaPetrilli on Twitter Lisa@CLevelStrategies.com #LeadershipChat
- 3. Marketing Leadership in 2011 Demands… A strong shift in mindset Keep what you’ve learned about traditional marketing Shift/Build upon it with 3 critical principles http://www.flickr.com/photos/tobyharvard/
- 5. Why these 3 Critical Principles? 2 major forces affecting marketing now: Content Marketing The art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. (CMI) Published content that your customers and prospects want (CMI) Social Media media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues (Wikipedia)
- 6. eMarketer
- 11. 1 - What’s Your Bigger Idea? Think expansively… http://www.flickr.com/photos/fikretonal/
- 13. The goal of The Cleanest Line is to further Patagonia's mission by encouraging dialogue about the products we build, the sports we love and the environmental issues we’re concerned about.
- 20. Steve Knox, P&G Marketing Shift: From Sales to Advocates “How would your marketing change if your goal was to create advocates and not sales?” http://www.flickr.com/photos/brainsonfireflickr/
- 21. Magnifying Power of Empowering
- 22. Trust Drives Empowerment …and leads to REAL RELATIONSHIPS
- 24. Empower them
- 25. Enable them to be stewards of your brand (give them the tools they need or ask for)
- 27. Open the lines between them and your employees
- 29. The Foundation of Relationships Built on Values Back to “Human 1.0” – employees, customers When you bring love and passion for your role and your company to your customers, clients, prospects they respond It’s OK to talk about capturing hearts and minds and to mean it! (We buy with our hearts & justify with our heads) Social media/networks create social framework for business based on relationships Listening is how it starts; how you respond is CRITICAL
- 31. Make Sure You’re Inspiring Trust Within Your Community…
- 33. Must start with values:
- 34. Starts at the top
- 35. Leader is the most important steward
- 36. What does that human contact look like?
- 37. Employees imbue what received from leader outwardly to market and inwardly to initiatives
- 38. Are employees empowered? Entrusted?
- 39. Engaged/respected/empowered employees reflects out into the world as part of your brand
- 40. Business Values Transfer Continuum
- 41. Companies Leading with Values Zappos Netflix Integrated Project Mgt Maritime Life
- 42. CLARITY 3 – CLARITY of VISION http://www.flickr.com/photos/puliarfanita/
- 43. What’s the Real Difference Between Vision and Mission? Mission: Film a movie that tells the story of the sinking of the Titanic, true to every detail One “Mission” leads to very different “Visions”…
- 45. JamesCameron had a very clear vision of what he wanted to create… http://filmvsfilm.com/
- 46. REMEMBER… It was James Cameron’s VISION not the MISSION RE …that SWEPT the OSCARS http://www.flickr.com/photos/gnews/
- 47. The goal of The Cleanest Line is to further Patagonia's mission by encouraging dialogue about the products we build, the sports we love and the environmental issues we’re concerned about.
- 48. Vision Very different from Mission Must be clearly defined Must be able to clearly articulate it to all stakeholders There must be buy-in and commitment from all parties involved in bringing it to life What is the vision for your company or organization? What will it look like at the height of success?
- 49. Where Do Strategies Fit In? Strategies should link to vision, not the mission in order to bring the vision to life http://www.flickr.com/photos/wilhei/
- 50. The goal of The Cleanest Line is to further Patagonia's mission by encouraging dialogue about the products we build, the sports we love and the environmental issues we’re concerned about.
- 51. Key Reminders By tying all strategies back to the vision you’ll ensure that by working on those strategies you are working towards the vision that everyone agreed to You’ll no longer be stagnant – entire team will be rowing the boat in the right direction http://www.flickr.com/photos/brenda-starr/
- 53. CLevelStrategies.com LisaPetrilli.com @LisaPetrilli on Twitter Lisa@CLevelStrategies.com #LeadershipChat
Editor's Notes
- This is the overriding message to leave with – shift in mindset, not a complete change but important new principles
- The bigger idea of what your company/products/services stand for that will serve as your anchorA new relationship-based approach to marketing rather than microphone/Director, driven by values/storiesClarity around vision as marketing leader of where you’re leading others, what gets clearly reflected by you and your marketing strategies to your customers
- These 2 forces have led to the importance of having a bigger idea, of creating values-based relationships and have made it more critical than ever that you be clear on your vision for your company/team/initiatives – won’t spend a lot of time on them but want to be sure we cover key basics driving the 3 principles
- 2011 Trends piece – “Content Marketing is Critical” – Read through – Now pull marketing v push marketing – inbound/content marketing instead of outbound interruption marketing
- Study of 985 B2B companies – this is the type of content they’re using for marketingNote the use of in-person events as a way to represent brand!
- Same eMarketer article – this is the type of content creating for social media campaigns and spreading with social media
- SHIFT of power from company and marketers controlling messaging about company/brands
- To consumers having the power and companies sending out microphones to listen to what is being said. Through social media every consumer/person has a megaphone via blog, tweets, facebook comments, product reviews… and the company should be listening – at the VERY LEAST!
- What is the bigger idea that your company and brands EMBRACE fully and BRING TO LIFE for customers? How do you help them be better, live better…? Convey this in your content and the way you interact with them
- What do you think Patagonia’s “Bigger Idea” is? Right away via photo and size of photo on site (whole space above fold) they tell you what their bigger idea is – enabling people to experience the wonders of nature, environmental protection… Look at 4 items at top, 3 of 4 talk to bigger idea – Tin Shed is first “plant” – was their founding home – now home to stories of people doing this (branded content)
- Branded content – their blog The Cleanest Line - Content is all about bringing bigger idea to life, EVERYTHING ABOUT THE BLOG REFLECTS THEIR BRAND
- BLOG POST – brings the larger idea to life! – They have a surf ambassador!
- What is Starbucks’s Larger Idea? Coffeehouse/community – Comes through in their content – Coffeehouse is right at top in the middle, along with responsibility
- This is the bottom half of the Coffeehouse page = Community section (Help out a cause) and then store design even brings bigger idea to life – they talk about community and responsibility…(Also note wireless – keep them in store – and mobile apps)
- When you click on “Store Design” - Words: Connection,Environmental Impact
- Marketing, now more than ever before is about relationships. How authentically you as a company care about having a relationship with your customers will be more transparent than ever because of social media. Customers will reach out to you and want a relationship with you – how will you respond? Will you initiate? How you do this will show your cards in regard to the values of your company! BOF – Fire Sessions, love their clients/partners/fans back for the way we love them. Rackspace – I love what I do and love this company!
- CEO of P&G’s Tremor Group – word of mouth marketing service – leads the development & application of the science of WOM to meet the needs of marketers – This gets at the overriding message of a shift in mindset – this is a huge shift for marketers in their thinking! Imagine how it can magnify sales…
- Brains on Fire book to learn how to do this – Fiskateers as great example
- Fiskateers – “Every single day I say the word “fiskateer” to someone, every single day”Gmums – can’t handle all the requests to work for them for free promoting product
- Francois Gossieaux – Rackspace CEO “I love what I do” PLEASE let me know if anything you need help with when using our service…
- Family & Friends = online social networking, then prod reviews
- You must be present, you must be listening, you should be participating and responding!
- Start with values – Bill Black story – leader is the most important and critical steward, must “take the lead” in every way.
- Zappos – employees fully empowered to respond to customer w/best decision/informed empowerment, choose most appropriate method – send flowers… They are paid to NOT take the job to ensure only the real enthusiasts work there. Show financials on each – provide backup on all 4
- Do you have a vision for your business and are you clearly articulating it? Story about how what you communicate must be exact reflection of what is in your head in order for others to understand your vision. Additionally on team, must have same picture or what will be reflected will be very murky. Lack of vision – and then lack of clearly articulating vision is first and major impediment in business
- Pet peeve, “Oh that vision, mission stuff their all the same…” Aack!Executive Leadership Training – challenge for most executives – import to understand dif – Here’s one mission (short statement of purpose) that leads to very different visions
- One Director takes mission and turns into educational, informative Discovery channel documentary style movie
- And another takes the mission and turns it into the best movie of all time… ;)Fictional – LOVE STORY – pulls us in emotionally (marketers!)
- Think about the mission of your company – what vision can you create that would be considered Oscar-worthy by your customers and prospective customers?How can you pull your customers in emotional? Because THAT is how they choose to buy – with their emotional brain and justify with their logic brain
- Note the words from Patagonia that get at this – we see Patagonia’s mission, mission of The Cleanest Line, and Vision via words “Increase awareness…inspire one another to keep experiencing the natural wonders of our precious planet…”
- Strategies must link to the Vision and not the Mission to bring your vision to life
- Strategies: Talking openly about the products we build, by spreading the word about specific environmental issues, by sharing field reports, by welcoming pranksters and poets…
- The bigger idea of what your company/products/services stand for that will serve as your anchorA new relationship-based approach rather than microphone/Director, driven by values/storiesClarity around vision of where you’re leading others, what gets clearly reflected by you