It’s 2016. Welcome to the marketing house of cards. Let the battle for the customer begin. Are you obsessed with growth hacking but don’t have a message worth measuring? Are you relying on Facebook, Twitter, and Google to build a following for free but wonder why it’s not working fast enough? Forget what you’ve been taught. Become a student of the Frank Underwood School of Marketing, where every point of contact with your customer is razor sharp, calculated, and designed to win. Humans are primal creatures. The trend toward measurement and analytics is powerful, but without a breakthrough message you’re measuring mud. In this session you’ll learn the three critical human motivation strategies that should be built into every campaign. Learn how to touch users in a way that makes them laugh, cry, listen, share, and follow. And most importantly, learn how to structure the ecosystem to stop your followers from being taken over by Facebook, Google, and other channels. Get the tactical secret sauce for designing successful social promotions, digital advertising, brand experiences, and email campaigns that keep customers addicted to engaging with and sharing your brand.

1. AVOIDING THE MARKETING HOUSE OF CARDS
SXSW INTERACTIVE 2016
PANELPICKER PROPOSAL BY MICHELLE TRIPP

2. AVOIDING the MARKETING
HOUSE OF CARDS
SHARE YOUR VOTE IN SOCIAL MEDIA:
#sxsw #marketinghouseofcards @michelletripp
VOTE FOR THIS SESSION AT PANELPICKER.SXSW.COM

4. FACEBOOK
LIMITED ORGANIC REACH
TWITTER
PROMOTED TWEETS
GOOGLE
PREFERRED BRANDS
MOBILE
DEEP LINKING

5. ThebestthingIlike
abouthumansisthat
theystacksoneatly.

6. ARE YOU BUILDING ON A
MARKETING
HOUSE OF CARDS?

7. WHAT CAN STARTUPS
& MARKETERS DO?

9. 3 AGGRESSIVE STRATEGIES
(Frank Underwood would be proud of)

11. 1... CRAFT a CUSTOMER JOURNEY
That Includes an Insanely Attractive
Data Capture Point You Control

12. 2... CREATE a CAMPAIGN AROUND
a BIG MARKETING IDEA
That Appeals to Vanity

13. 3... DEVISE an ADDICTIVE PURPOSE
for YOUR PRODUCT
That Insinuates Your Brand Into Daily Life

14. THE TACTICAL GAME

15. 80% OF SALES
ARE MADE ON THE
5TH TO 12TH CONTACT
THINK IN ECOSYSTEMS -- NOT SILOS

16. BRAND
SELF-OWNED CONTENT REPOSITORY
REGULAR SHAREABLE CONTENT
CONSISTENT SOCIAL PRESENCE
COHESIVE BRANDING
MINT

17. ADVERTISING
PERFORMANCE GOALS
SUCCESS MEASURES
NO MORE DIGITAL ISLANDS
IN-THE-MOMENT MESSAGE
ADS SUPPORTING CONTENT NOT CONVERSIONS
NIKE

18. PROMOTIONS
GENEROUS SOCIAL PROMOTIONS
CUSTOMER-CENTRIC PURPOSE IN ENGAGING
HIGH-VALUE GIVEAWAYS
DROPBOX

19. EMAIL
PERFORMANCE GOALS
SUCCESS MEASURES
CONVERSATION MAP
IN-THE-MOMENT MESSAGES
SEAMLESS LANDING PAGE
HIGH-PERFORMING LIST
COOK SMARTS

20. EXPERIENTIAL ENGAGEMENT
BRAND FABRIC
IN-THE-MOMENT EXPERIENCE
HUMAN BEHAVIOR MOTIVATIONS
FUN AND IMMERSIVE
VOLKSKWAGEN FUN THEORY

21. PARTNERSHIPS
MOBILE DEEP LINKING
IN-THE-MOMENT ACTION
PARTNERS WITH STRONG USER BASE
PARTNERS WITH THEIR OWN ECOSYSTEMS
UNITED & UBER

23. DON’T be EVIL
Be FORMIDABLE

24. AVOIDING the MARKETING
HOUSE OF CARDS
VOTE FOR THIS SESSION AT PANELPICKER.SXSW.COM

25. MICHELLETRIPP
tripp@nextonomy.net
@michelletripp
CONTACT