This document discusses a marketing model called the Percolating Ziggurat and how it relates to crossing the chasm. The Percolating Ziggurat model views the process of gaining customers as climbing steps of a ziggurat pyramid, with different communication techniques needed for each step. Early steps involve getting press coverage and creating marketing stories to attract early adopters. Later steps require more guidance and integration with other applications. Creating and spreading marketing stories through the press and word-of-mouth is key to helping the product percolate up the ziggurat steps to broader audiences.
This document lists important works of ancient art and architecture from Mesopotamia, including a white temple and ziggurat from Uruk, the Citadel of Sargon II in Dur Sharrukin, and the Warka Vase from Uruk. It also mentions artifacts like the Victory Stele of Eannatum from Girsu, a bull-headed lyre from Ur, and sculptures of rulers and other figures found in places like Nineveh and Susa.
The document compares the Temple of Ziggurat to the Hollyhock House in 9 questions. Both structures were built on hills and designed with monumental arched doorways and variations of light and dark rooms. The Hollyhock House emulates features of the Ziggurat, such as being arranged around a central courtyard with split levels, steps, and roof terraces. It also features abstract motifs similar to Sumerian art. The story of Gilgamesh is reflected in society's obsessions with beauty across civilizations.
The document summarizes gods, astronomy, and inventions of ancient Mesopotamia. It lists the major gods and goddesses of Mesopotamian religion, including Anu, Enlil, Enki, Marduk, and Ashur. It describes how Babylonian astronomers could predict eclipses and solstices and developed a 12-month calendar based on the moon. It also notes that Mesopotamians invented fundamental technologies like the wheel, bricks, irrigation, sailboats, and the first system of writing.
The ancient Mesopotamians were polytheistic and built temples called Ziggurats to worship multiple gods and goddesses. They believed the gods and goddesses owned their cities so they paid large sums of money to priests.
The document discusses the emergence of agriculture and civilization in ancient Mesopotamia from 4000 BCE to 2350 BCE. It describes the major periods of the Uruk Period, Jemdat Nasr Period, and Early Dynastic Period. During these periods, settlements increased in number, temples and public buildings became more elaborate, and systems of accounting, representations of authority, and mass production of goods emerged. Religion and kings played an important role in early Mesopotamian societies.
The document discusses the archaeological site of Uruk in Iraq, including the White Temple built on top of the Anu Ziggurat between 3517-3358 BCE. It would have towered over the city and been visible from a great distance. Ziggurats were symbolic and political centers as representations of the gods. The White Temple was rectangular with rooms on either side and three entrances. It was entirely whitewashed inside and out. The document also discusses the later sites of Ur, including the Royal Graves dating between 2600-2000 BCE containing rich burials, artifacts like the Standard of Ur and Queen's Lyre, and the ziggurat of Ur built in 2100 BCE.
The document provides an overview of the Sumerian civilization that originated in Mesopotamia between the Tigris and Euphrates Rivers in modern-day Iraq. The Sumerians developed the first extensive urban civilization, supported by irrigation farming. They created many cultural innovations, including the first system of writing, monumental architecture, irrigation systems, schools, use of bronze, and the wheel. Their achievements laid the foundations for later Mesopotamian empires like Akkad and Babylon. The document also discusses Sumerian religion, social structure, law, and their eventual decline after conquest by successive empires.
This document lists important works of ancient art and architecture from Mesopotamia, including a white temple and ziggurat from Uruk, the Citadel of Sargon II in Dur Sharrukin, and the Warka Vase from Uruk. It also mentions artifacts like the Victory Stele of Eannatum from Girsu, a bull-headed lyre from Ur, and sculptures of rulers and other figures found in places like Nineveh and Susa.
The document compares the Temple of Ziggurat to the Hollyhock House in 9 questions. Both structures were built on hills and designed with monumental arched doorways and variations of light and dark rooms. The Hollyhock House emulates features of the Ziggurat, such as being arranged around a central courtyard with split levels, steps, and roof terraces. It also features abstract motifs similar to Sumerian art. The story of Gilgamesh is reflected in society's obsessions with beauty across civilizations.
The document summarizes gods, astronomy, and inventions of ancient Mesopotamia. It lists the major gods and goddesses of Mesopotamian religion, including Anu, Enlil, Enki, Marduk, and Ashur. It describes how Babylonian astronomers could predict eclipses and solstices and developed a 12-month calendar based on the moon. It also notes that Mesopotamians invented fundamental technologies like the wheel, bricks, irrigation, sailboats, and the first system of writing.
The ancient Mesopotamians were polytheistic and built temples called Ziggurats to worship multiple gods and goddesses. They believed the gods and goddesses owned their cities so they paid large sums of money to priests.
The document discusses the emergence of agriculture and civilization in ancient Mesopotamia from 4000 BCE to 2350 BCE. It describes the major periods of the Uruk Period, Jemdat Nasr Period, and Early Dynastic Period. During these periods, settlements increased in number, temples and public buildings became more elaborate, and systems of accounting, representations of authority, and mass production of goods emerged. Religion and kings played an important role in early Mesopotamian societies.
The document discusses the archaeological site of Uruk in Iraq, including the White Temple built on top of the Anu Ziggurat between 3517-3358 BCE. It would have towered over the city and been visible from a great distance. Ziggurats were symbolic and political centers as representations of the gods. The White Temple was rectangular with rooms on either side and three entrances. It was entirely whitewashed inside and out. The document also discusses the later sites of Ur, including the Royal Graves dating between 2600-2000 BCE containing rich burials, artifacts like the Standard of Ur and Queen's Lyre, and the ziggurat of Ur built in 2100 BCE.
The document provides an overview of the Sumerian civilization that originated in Mesopotamia between the Tigris and Euphrates Rivers in modern-day Iraq. The Sumerians developed the first extensive urban civilization, supported by irrigation farming. They created many cultural innovations, including the first system of writing, monumental architecture, irrigation systems, schools, use of bronze, and the wheel. Their achievements laid the foundations for later Mesopotamian empires like Akkad and Babylon. The document also discusses Sumerian religion, social structure, law, and their eventual decline after conquest by successive empires.
The document provides background information on the early civilization of Mesopotamia, including Sumer, Akkadians, Babylonia, and Assyria. It discusses the geography and environment of the region between the Tigris and Euphrates Rivers. It also summarizes key aspects of Sumerian culture such as the development of writing, legal codes, religion, science, and innovations that established Mesopotamia as the cradle of civilization.
The document provides an overview of the Mesopotamian civilization between the Tigris and Euphrates Rivers. It discusses the early Sumerian cities like Ur and Akkad, the development of writing and the wheel, as well as later empires like Babylonia and Assyria. Important leaders are mentioned, such as Sargon of Akkad, Hammurabi of Babylon, and Ashurbanipal of Assyria. Details are also given about the religion, culture, and daily life of ancient Mesopotamians.
Mesopotamia was the site of some of the earliest civilizations due to its fertile land between the Tigris and Euphrates Rivers. Natural levees along the rivers allowed for irrigation, farming, and the establishment of cities like Ur and Babylon. Sumerians developed systems of governance, religion, trade, mathematics, and the earliest form of writing called cuneiform to record their achievements, laying the foundations for later civilizations.
The document provides information about ziggurats and Mesopotamian gods and goddesses. It describes ziggurats as pyramidal structures built by ancient Mesopotamian civilizations for local religions. Each ziggurat was part of a temple complex and had shrines at the top. It also lists and describes many important Mesopotamian gods and goddesses like Enki, Inanna, Marduk, and Shamash that were associated with domains like water, fertility, warfare, and the sun.
- The document discusses the origins and development of civilization in ancient Mesopotamia between the Tigris and Euphrates Rivers.
- Nomadic herders settled in southern Mesopotamia around 3200 BC and established the first Sumerian cities, developing irrigation for agriculture.
- Sumerian civilization was polytheistic with anthropomorphic gods controlling nature and aspects of life. Their religion and social hierarchy structured around city-states each with their own ruler.
This PowerPoint was designed to help provide an introduction to ancient Mesopotamia for World History students, with emphasis on writing, geography, and religion.
For more instructional materials, visit www.tomrichey.net!
Mesopotamia was the first civilization in history located between the Tigris and Euphrates Rivers in modern Iraq, Syria, and surrounding areas. It began as independent Sumerian city-states like Ur and Uruk before being unified under empires like the Akkadian, Babylonian, Assyrian, and Neo-Babylonian. Mesopotamian society was hierarchical with kings and priests at the top. Their economy was based on irrigated agriculture and they developed writing, mathematics, astronomy, law codes, and architectural achievements like ziggurats and arches. Their polytheistic religion influenced later civilizations.
The document summarizes the early Mesopotamian civilization that developed between the Tigris and Euphrates Rivers. It emerged around 3000 BC and was composed of independent city-states like Ur, Uruk, and Kish that each had their own government and patron god. Sargon of Akkad later created the world's first empire in 2350 BC by conquering the region. The Babylonian Empire then took control around 2000 BC, with King Hammurabi establishing one of the first legal codes. Mesopotamian culture developed writing, the Epic of Gilgamesh, and made advances in religion, society, and government.
Mesopotamia, located between the Tigris and Euphrates Rivers in modern Iraq, was the site of some of the earliest human civilizations. People first settled there due to natural levees along the rivers that protected against floods while enabling irrigation. Several successive civilizations arose in Mesopotamia over 3000 years, including the Sumerians, Akkadians, Babylonians, and Assyrians. These civilizations developed systems of writing like cuneiform, advanced mathematics, the wheel, and organized religion centered around temples. Though Mesopotamia faced environmental challenges like flooding and lack of resources, its civilizations left lasting legacies as the cradle of modern civilization.
The document discusses storytelling as a way to communicate a software product idea. It suggests focusing on telling your startup's story externally to present the software and internally as a "software plot" for focus and motivation. Storytelling can help establish context for the product and give coherence, rather than focusing on features or unique selling propositions. Examples are given of how companies like TOMS Shoes, Balsamiq, and Licorize effectively used storytelling in their marketing.
This document provides an overview of an Anyscreen Storytelling class. It introduces the agency and instructor, discusses using different screens and technologies to engage audiences, and focuses on a case study of LED lighting. The class will teach students how to develop effective multi-dimensional storytelling campaigns across various platforms to reach target audiences. Students will learn about audience behavior, evaluate technology options, and develop plans and strategies to communicate analysis. Their success will be measured through participation, assignments, individual and group projects analyzing storytelling cases.
What is product marketing in a tech company, is it even a real thing, what are the key challenges, how are things changing and what are key takeaways. The session will draw on my 20+ years product marketing experience working for telcos and technology companies in Ireland, UK and Silicon Valley. Session from Product Camp Dublin, June 2017
How Web Design will reinvent manufacturingMike Kuniavsky
The document discusses how web design principles will transform manufacturing by 2020. Rapid prototyping, ubiquitous computing, big data analytics, and social commerce will allow designers to quickly test different product variations using real-world usage data. This will provide valuable feedback to improve designs, similar to how web design works today. The new ecosystem will shift power to designers and enable tight iteration between ideas and low-volume market validation through new channels like Kickstarter and Etsy. By 2020, nearly all products will have some digital component to anonymously track usage data and provide insights to designers.
The document discusses the shift from traditional one-way media to social media, where people can connect and share information. It notes that social media is about listening to conversations and using that information. The rest of the document provides guidance on developing a social media strategy, including understanding the current conversations around a topic, creating engaging content to support conversations, and supporting but not controlling existing communities. It emphasizes using social media to tell a brand's story and engage people rather than simply broadcast messages.
The Customer OS - Why digital isn’t digital and customers hold the key to you...Helge Tennø
Helge Tennø discusses how digital technologies and changing customer needs are driving a "mutation" in capitalism.
1) Headlines about digital transformation lack context and explanation, while customers have changed more than the business organizations that must serve them.
2) New technologies enable new customer behaviors and goals that existing companies struggle to meet, representing a fundamental shift rather than just innovations.
3) As the environment changes from a "well-lit room" of predictability to a "dark room," companies must explore how technology enables new customer processes and values rather than just protecting old ones.
We are proud to announce our 31st Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,000+ innovation-related articles.
Social Media, Community Building and the Law Speaking NotesJames Barisic
The document provides notes for a presentation on social media, community building, and the law. It discusses how social media has led to a shift from private to public communication and from controlled messaging to engagement. It emphasizes building communities on social media by asking early followers to share messages and engaging with all users, even critics. The presentation also notes that while social media seems anarchic, the same laws around issues like libel and intellectual property still apply online.
Values based critiques of customer experienceTimothy Keirnan
Presented to UX Akron on October 12, 2018, by Timothy Keirnan, producer of the Design Critique: Products for People podcast. How we critique products and services based on human values instead of features and technology, and the implications of critical thinking applied to purchasing solutions in one's personal and professional life.
22 Social Media Experts Share Their Bold Predictions for 2016 and BeyondeClincher
Social media marketing will focus more on original content creation over content curation. Brands will need to invest in creating more authentic, human content to connect with consumers rather than just sharing link-baity posts. Data and analytics will also become more important as social media usage provides more consumer insights. Marketers will need to use automation tools to scale their efforts while also focusing more on engaging authentically with communities on social platforms. There will be a debate around the ethics of using artificial intelligence to automate social media engagement.
252018 Strategy, marketing, and technology are all intertwin.docxtamicawaysmith
2/5/2018 Strategy, marketing, and technology are all intertwined - Chief Marketing Technologist
http://chiefmartec.com/2014/01/strategy-marketing-technology-intertwined/ 1/8
JANUARY 20, 2014BY SCOTT BRINKER
Strategy, marketing, and technology are all intertwined
LIKE THIS? PLEASE SHARE
Tweet
THE MARKETING TECH CONFERENCE
HACKING MARKETING — SCOTT’S NEW BOOK
Home Archives About Published Speaking chiefmartecTV Sponsorship
Joe Pulizzi and Robert Rose covered my latest marketing technology landscape as part of their
PNR: This Old Marketing podcast this week. They start on this segment around the 24:49 mark,
with a ri� on the Saturday Night Live The Rent Is Too Damn High skit. “Digital marketing is too
damn complicated!”
It’s a terri�c discussion about the interplay between marketing, technology, IT, strategy, and
process. These were some of the points raised in their chat:
“Technology is de�nitely outpacing our ability to consume it as marketers.”
Buying technology is not a good way to �gure out your strategy.
Most marketers aren’t using the technology they already have very well.
These problems happen when marketers are in charge of technology purchases.
Marketing and IT need to be better aligned and more collaborative.
You should determine your strategy and process �rst, and then �nd the right software to
execute that — �t the tool to the problem, not the problem to the tool.
The only thing technology can do is make your processes more e�cient.
I agree enthusiastically with about 75% of that. But there are three points I’d make:
1. Marketing technology is not just about e�ciency — it’s about experiences.
2. The relationship between strategy and technology is circular, not linear.
3. Marketers cannot abdicate their responsibility to understand technology.
615
ShareShare
152
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https://chiefmartec.com/
https://chiefmartec.com/author/chiefmartec/
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http://www.amazon.com/Hacking-Marketing-Practices-Smarter-Innovative/dp/1119183170
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...
European Communication School: social media session 4Richard Stacy
This session provides more details on engagement in social media. It aims to understand how to create engagement, introduce the course assessment task, and show how to listen. It discusses that few organizations understand how to use social media effectively because they don't want to understand it or because commercial interests position it as just another marketing channel. True engagement comes from understanding how consumers use social media, not from tools or scale but from knowledge. The assessment task involves setting up a real-time monitoring dashboard of a brand's social media presence and reporting findings. Recommendations include tabs for mentions, subjects, sources, and competitors across Twitter, blogs, news and Facebook to understand what's happening in the social media space.
The document provides background information on the early civilization of Mesopotamia, including Sumer, Akkadians, Babylonia, and Assyria. It discusses the geography and environment of the region between the Tigris and Euphrates Rivers. It also summarizes key aspects of Sumerian culture such as the development of writing, legal codes, religion, science, and innovations that established Mesopotamia as the cradle of civilization.
The document provides an overview of the Mesopotamian civilization between the Tigris and Euphrates Rivers. It discusses the early Sumerian cities like Ur and Akkad, the development of writing and the wheel, as well as later empires like Babylonia and Assyria. Important leaders are mentioned, such as Sargon of Akkad, Hammurabi of Babylon, and Ashurbanipal of Assyria. Details are also given about the religion, culture, and daily life of ancient Mesopotamians.
Mesopotamia was the site of some of the earliest civilizations due to its fertile land between the Tigris and Euphrates Rivers. Natural levees along the rivers allowed for irrigation, farming, and the establishment of cities like Ur and Babylon. Sumerians developed systems of governance, religion, trade, mathematics, and the earliest form of writing called cuneiform to record their achievements, laying the foundations for later civilizations.
The document provides information about ziggurats and Mesopotamian gods and goddesses. It describes ziggurats as pyramidal structures built by ancient Mesopotamian civilizations for local religions. Each ziggurat was part of a temple complex and had shrines at the top. It also lists and describes many important Mesopotamian gods and goddesses like Enki, Inanna, Marduk, and Shamash that were associated with domains like water, fertility, warfare, and the sun.
- The document discusses the origins and development of civilization in ancient Mesopotamia between the Tigris and Euphrates Rivers.
- Nomadic herders settled in southern Mesopotamia around 3200 BC and established the first Sumerian cities, developing irrigation for agriculture.
- Sumerian civilization was polytheistic with anthropomorphic gods controlling nature and aspects of life. Their religion and social hierarchy structured around city-states each with their own ruler.
This PowerPoint was designed to help provide an introduction to ancient Mesopotamia for World History students, with emphasis on writing, geography, and religion.
For more instructional materials, visit www.tomrichey.net!
Mesopotamia was the first civilization in history located between the Tigris and Euphrates Rivers in modern Iraq, Syria, and surrounding areas. It began as independent Sumerian city-states like Ur and Uruk before being unified under empires like the Akkadian, Babylonian, Assyrian, and Neo-Babylonian. Mesopotamian society was hierarchical with kings and priests at the top. Their economy was based on irrigated agriculture and they developed writing, mathematics, astronomy, law codes, and architectural achievements like ziggurats and arches. Their polytheistic religion influenced later civilizations.
The document summarizes the early Mesopotamian civilization that developed between the Tigris and Euphrates Rivers. It emerged around 3000 BC and was composed of independent city-states like Ur, Uruk, and Kish that each had their own government and patron god. Sargon of Akkad later created the world's first empire in 2350 BC by conquering the region. The Babylonian Empire then took control around 2000 BC, with King Hammurabi establishing one of the first legal codes. Mesopotamian culture developed writing, the Epic of Gilgamesh, and made advances in religion, society, and government.
Mesopotamia, located between the Tigris and Euphrates Rivers in modern Iraq, was the site of some of the earliest human civilizations. People first settled there due to natural levees along the rivers that protected against floods while enabling irrigation. Several successive civilizations arose in Mesopotamia over 3000 years, including the Sumerians, Akkadians, Babylonians, and Assyrians. These civilizations developed systems of writing like cuneiform, advanced mathematics, the wheel, and organized religion centered around temples. Though Mesopotamia faced environmental challenges like flooding and lack of resources, its civilizations left lasting legacies as the cradle of modern civilization.
The document discusses storytelling as a way to communicate a software product idea. It suggests focusing on telling your startup's story externally to present the software and internally as a "software plot" for focus and motivation. Storytelling can help establish context for the product and give coherence, rather than focusing on features or unique selling propositions. Examples are given of how companies like TOMS Shoes, Balsamiq, and Licorize effectively used storytelling in their marketing.
This document provides an overview of an Anyscreen Storytelling class. It introduces the agency and instructor, discusses using different screens and technologies to engage audiences, and focuses on a case study of LED lighting. The class will teach students how to develop effective multi-dimensional storytelling campaigns across various platforms to reach target audiences. Students will learn about audience behavior, evaluate technology options, and develop plans and strategies to communicate analysis. Their success will be measured through participation, assignments, individual and group projects analyzing storytelling cases.
What is product marketing in a tech company, is it even a real thing, what are the key challenges, how are things changing and what are key takeaways. The session will draw on my 20+ years product marketing experience working for telcos and technology companies in Ireland, UK and Silicon Valley. Session from Product Camp Dublin, June 2017
How Web Design will reinvent manufacturingMike Kuniavsky
The document discusses how web design principles will transform manufacturing by 2020. Rapid prototyping, ubiquitous computing, big data analytics, and social commerce will allow designers to quickly test different product variations using real-world usage data. This will provide valuable feedback to improve designs, similar to how web design works today. The new ecosystem will shift power to designers and enable tight iteration between ideas and low-volume market validation through new channels like Kickstarter and Etsy. By 2020, nearly all products will have some digital component to anonymously track usage data and provide insights to designers.
The document discusses the shift from traditional one-way media to social media, where people can connect and share information. It notes that social media is about listening to conversations and using that information. The rest of the document provides guidance on developing a social media strategy, including understanding the current conversations around a topic, creating engaging content to support conversations, and supporting but not controlling existing communities. It emphasizes using social media to tell a brand's story and engage people rather than simply broadcast messages.
The Customer OS - Why digital isn’t digital and customers hold the key to you...Helge Tennø
Helge Tennø discusses how digital technologies and changing customer needs are driving a "mutation" in capitalism.
1) Headlines about digital transformation lack context and explanation, while customers have changed more than the business organizations that must serve them.
2) New technologies enable new customer behaviors and goals that existing companies struggle to meet, representing a fundamental shift rather than just innovations.
3) As the environment changes from a "well-lit room" of predictability to a "dark room," companies must explore how technology enables new customer processes and values rather than just protecting old ones.
We are proud to announce our 31st Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,000+ innovation-related articles.
Social Media, Community Building and the Law Speaking NotesJames Barisic
The document provides notes for a presentation on social media, community building, and the law. It discusses how social media has led to a shift from private to public communication and from controlled messaging to engagement. It emphasizes building communities on social media by asking early followers to share messages and engaging with all users, even critics. The presentation also notes that while social media seems anarchic, the same laws around issues like libel and intellectual property still apply online.
Values based critiques of customer experienceTimothy Keirnan
Presented to UX Akron on October 12, 2018, by Timothy Keirnan, producer of the Design Critique: Products for People podcast. How we critique products and services based on human values instead of features and technology, and the implications of critical thinking applied to purchasing solutions in one's personal and professional life.
22 Social Media Experts Share Their Bold Predictions for 2016 and BeyondeClincher
Social media marketing will focus more on original content creation over content curation. Brands will need to invest in creating more authentic, human content to connect with consumers rather than just sharing link-baity posts. Data and analytics will also become more important as social media usage provides more consumer insights. Marketers will need to use automation tools to scale their efforts while also focusing more on engaging authentically with communities on social platforms. There will be a debate around the ethics of using artificial intelligence to automate social media engagement.
252018 Strategy, marketing, and technology are all intertwin.docxtamicawaysmith
2/5/2018 Strategy, marketing, and technology are all intertwined - Chief Marketing Technologist
http://chiefmartec.com/2014/01/strategy-marketing-technology-intertwined/ 1/8
JANUARY 20, 2014BY SCOTT BRINKER
Strategy, marketing, and technology are all intertwined
LIKE THIS? PLEASE SHARE
Tweet
THE MARKETING TECH CONFERENCE
HACKING MARKETING — SCOTT’S NEW BOOK
Home Archives About Published Speaking chiefmartecTV Sponsorship
Joe Pulizzi and Robert Rose covered my latest marketing technology landscape as part of their
PNR: This Old Marketing podcast this week. They start on this segment around the 24:49 mark,
with a ri� on the Saturday Night Live The Rent Is Too Damn High skit. “Digital marketing is too
damn complicated!”
It’s a terri�c discussion about the interplay between marketing, technology, IT, strategy, and
process. These were some of the points raised in their chat:
“Technology is de�nitely outpacing our ability to consume it as marketers.”
Buying technology is not a good way to �gure out your strategy.
Most marketers aren’t using the technology they already have very well.
These problems happen when marketers are in charge of technology purchases.
Marketing and IT need to be better aligned and more collaborative.
You should determine your strategy and process �rst, and then �nd the right software to
execute that — �t the tool to the problem, not the problem to the tool.
The only thing technology can do is make your processes more e�cient.
I agree enthusiastically with about 75% of that. But there are three points I’d make:
1. Marketing technology is not just about e�ciency — it’s about experiences.
2. The relationship between strategy and technology is circular, not linear.
3. Marketers cannot abdicate their responsibility to understand technology.
615
ShareShare
152
Share
https://chiefmartec.com/
https://chiefmartec.com/author/chiefmartec/
https://twitter.com/intent/tweet?original_referer=http%3A%2F%2Fchiefmartec.com%2F2014%2F01%2Fstrategy-marketing-technology-intertwined%2F&ref_src=twsrc%5Etfw&text=Strategy%2C%20marketing%2C%20and%20technology%20are%20all%20intertwined%20-%20Chief%20Marketing%20Technologist&tw_p=tweetbutton&url=http%3A%2F%2Fchiefmartec.com%2F2014%2F01%2Fstrategy-marketing-technology-intertwined%2F&via=chiefmartec
https://martechconf.com/west/rates/?utm_source=cmt&utm_medium=display&utm_campaign=mt+west+2018&utm_content=280x300+alphanextwk+transform
http://www.amazon.com/Hacking-Marketing-Practices-Smarter-Innovative/dp/1119183170
http://googleads.g.doubleclick.net/pcs/click?xai=AKAOjsvFZcatnB-3-4z6ubBA75fd4bBOs1U8tq8vrtXz2yQuCOw0S-R3LCtbn271djzWXo3g9tOM-MkpdfNg4Dp8PyuQIGV9kE2QpXpE-kPLcequ303o2GkMPmJqcsINueq0h5cR3OVs0xp_frXd4xZuICIUg0f_DqQWE37jh9kJk5ctnJMSa8d5eg3Mgc2-83m2bpAI6PcEGFEpkcnEU8jWfxgg4sDLpqniuYzfxJnZpdStoQIlAXBt0JNq&sig=Cg0ArKJSzMPHbgrWzJuV&adurl=http://go.vitamintalent.com/mhg%3Futm_source%3Dchiefmartech%26utm_medium%3Ddisplay%26utm_campaign%3DVT_NA_martech%26utm_content%3D020118_vt&nm=1
...
European Communication School: social media session 4Richard Stacy
This session provides more details on engagement in social media. It aims to understand how to create engagement, introduce the course assessment task, and show how to listen. It discusses that few organizations understand how to use social media effectively because they don't want to understand it or because commercial interests position it as just another marketing channel. True engagement comes from understanding how consumers use social media, not from tools or scale but from knowledge. The assessment task involves setting up a real-time monitoring dashboard of a brand's social media presence and reporting findings. Recommendations include tabs for mentions, subjects, sources, and competitors across Twitter, blogs, news and Facebook to understand what's happening in the social media space.
The document discusses the rise of social media and the interactive internet. It notes that while platforms like Facebook, Twitter, and LinkedIn are important, they do not represent the full potential of an interactive, collaborative network. The key aspects highlighted are the shift to a more interactive experience where people can both consume and create content. The document urges readers to look past the hype and focus on how these new technologies and tools can help solve real business problems and deliver value through new possibilities and approaches.
The document provides a list of 22 social media tools and marketing examples of how major companies are using each tool, such as blogs, social networks, online video, and more. It encourages companies to consider all the tools and get started with social media marketing right away instead of overanalyzing. Some comments discuss starting with objectives and strategy before tools, and that the document is not truly a social media marketing plan but rather a list of tools and examples.
This is the presentation I made at the Young Creative Entrepreneur Award (held by British Council, India) for my social media agency BlueAnt Digital Intelligence. We didnt win the award, but we had some fun conversations. Would love to know your thoughts on this presentation.
Know more about us here: www.blueant.in and blag.blueant.in
Slide deck from presentation to the Art Museum Marketing Association meeting on April 25, 2015. Topics included digital strategy, audience engagement, marketing, IT, and CRM. Several aspects of ongoing efforts at the Minneapolis Institute of Arts to attract and engage the public.
This document summarizes a workshop on digital marketing and social media strategy. It discusses how smartphones have become the preferred way for new customers to discover brands and how they are used to organize people's lives. It also covers understanding digital identity, communicating on social platforms, and creating an effective social media strategy to position yourself as your own digital agency. The document provides statistics on smartphone penetration and mobile usage. It discusses different types of social media content like owned, bought, and earned media. It addresses some side effects of social media use and challenges of communicating in online fragments.
Amaze focuses on delivering excellent user experiences through their technology. They strive to understand human behavior and trigger emotional responses in users by conveying brands' personalities through intuitive interfaces, engaging content delivery, and sharing features. Amaze explores new technologies like HTML5 and apps to interactive stories, smooth interactions, and an integrated online presence that removes the isolation of individual experiences. Their goal is to enhance users' experiences at every touchpoint.
[EXTERNAL] Media in the Metaverse DeckNormanHayman
The document outlines an event about media in the metaverse. It begins with introductions and an overview of topics to be covered, including what the metaverse is, how to get involved, digital creators, and the future. Sections define the metaverse, discuss how it is not a single company but a concept, and how the metaverse works through consumer innovation and media. Other sections provide tips for getting started as a digital creator, such as finding mentors, using available resources, researching ideas, and making ideas a reality. The event concludes with a breakout session for discussion.
Hook Point provides a guide to creating viral content through science rather than luck. Their viral content model uses qualitative research of top performing formats to inform the ideation process. This ensures content grabs and holds attention as desired by social media algorithms. The communication algorithm also helps balance content across different communication styles to engage more of the target audience. Case studies demonstrate how the model has helped clients generate billions of views and millions of followers through understanding what makes content appealing to algorithms and people.
For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/temporal-event-neural-networks-a-more-efficient-alternative-to-the-transformer-a-presentation-from-brainchip/
Chris Jones, Director of Product Management at BrainChip , presents the “Temporal Event Neural Networks: A More Efficient Alternative to the Transformer” tutorial at the May 2024 Embedded Vision Summit.
The expansion of AI services necessitates enhanced computational capabilities on edge devices. Temporal Event Neural Networks (TENNs), developed by BrainChip, represent a novel and highly efficient state-space network. TENNs demonstrate exceptional proficiency in handling multi-dimensional streaming data, facilitating advancements in object detection, action recognition, speech enhancement and language model/sequence generation. Through the utilization of polynomial-based continuous convolutions, TENNs streamline models, expedite training processes and significantly diminish memory requirements, achieving notable reductions of up to 50x in parameters and 5,000x in energy consumption compared to prevailing methodologies like transformers.
Integration with BrainChip’s Akida neuromorphic hardware IP further enhances TENNs’ capabilities, enabling the realization of highly capable, portable and passively cooled edge devices. This presentation delves into the technical innovations underlying TENNs, presents real-world benchmarks, and elucidates how this cutting-edge approach is positioned to revolutionize edge AI across diverse applications.
Northern Engraving | Nameplate Manufacturing Process - 2024Northern Engraving
Manufacturing custom quality metal nameplates and badges involves several standard operations. Processes include sheet prep, lithography, screening, coating, punch press and inspection. All decoration is completed in the flat sheet with adhesive and tooling operations following. The possibilities for creating unique durable nameplates are endless. How will you create your brand identity? We can help!
How information systems are built or acquired puts information, which is what they should be about, in a secondary place. Our language adapted accordingly, and we no longer talk about information systems but applications. Applications evolved in a way to break data into diverse fragments, tightly coupled with applications and expensive to integrate. The result is technical debt, which is re-paid by taking even bigger "loans", resulting in an ever-increasing technical debt. Software engineering and procurement practices work in sync with market forces to maintain this trend. This talk demonstrates how natural this situation is. The question is: can something be done to reverse the trend?
HCL Notes and Domino License Cost Reduction in the World of DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
We’ll show you how to fix common misconfigurations that cause higher-than-expected user counts, and how to identify accounts which you can deactivate to save money. There are also frequent patterns that can cause unnecessary cost, like using a person document instead of a mail-in for shared mailboxes. We’ll provide examples and solutions for those as well. And naturally we’ll explain the new licensing model.
Join HCL Ambassador Marc Thomas in this webinar with a special guest appearance from Franz Walder. It will give you the tools and know-how to stay on top of what is going on with Domino licensing. You will be able lower your cost through an optimized configuration and keep it low going forward.
These topics will be covered
- Reducing license cost by finding and fixing misconfigurations and superfluous accounts
- How do CCB and CCX licenses really work?
- Understanding the DLAU tool and how to best utilize it
- Tips for common problem areas, like team mailboxes, functional/test users, etc
- Practical examples and best practices to implement right away
AppSec PNW: Android and iOS Application Security with MobSFAjin Abraham
Mobile Security Framework - MobSF is a free and open source automated mobile application security testing environment designed to help security engineers, researchers, developers, and penetration testers to identify security vulnerabilities, malicious behaviours and privacy concerns in mobile applications using static and dynamic analysis. It supports all the popular mobile application binaries and source code formats built for Android and iOS devices. In addition to automated security assessment, it also offers an interactive testing environment to build and execute scenario based test/fuzz cases against the application.
This talk covers:
Using MobSF for static analysis of mobile applications.
Interactive dynamic security assessment of Android and iOS applications.
Solving Mobile app CTF challenges.
Reverse engineering and runtime analysis of Mobile malware.
How to shift left and integrate MobSF/mobsfscan SAST and DAST in your build pipeline.
Main news related to the CCS TSI 2023 (2023/1695)Jakub Marek
An English 🇬🇧 translation of a presentation to the speech I gave about the main changes brought by CCS TSI 2023 at the biggest Czech conference on Communications and signalling systems on Railways, which was held in Clarion Hotel Olomouc from 7th to 9th November 2023 (konferenceszt.cz). Attended by around 500 participants and 200 on-line followers.
The original Czech 🇨🇿 version of the presentation can be found here: https://www.slideshare.net/slideshow/hlavni-novinky-souvisejici-s-ccs-tsi-2023-2023-1695/269688092 .
The videorecording (in Czech) from the presentation is available here: https://youtu.be/WzjJWm4IyPk?si=SImb06tuXGb30BEH .
For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/how-axelera-ai-uses-digital-compute-in-memory-to-deliver-fast-and-energy-efficient-computer-vision-a-presentation-from-axelera-ai/
Bram Verhoef, Head of Machine Learning at Axelera AI, presents the “How Axelera AI Uses Digital Compute-in-memory to Deliver Fast and Energy-efficient Computer Vision” tutorial at the May 2024 Embedded Vision Summit.
As artificial intelligence inference transitions from cloud environments to edge locations, computer vision applications achieve heightened responsiveness, reliability and privacy. This migration, however, introduces the challenge of operating within the stringent confines of resource constraints typical at the edge, including small form factors, low energy budgets and diminished memory and computational capacities. Axelera AI addresses these challenges through an innovative approach of performing digital computations within memory itself. This technique facilitates the realization of high-performance, energy-efficient and cost-effective computer vision capabilities at the thin and thick edge, extending the frontier of what is achievable with current technologies.
In this presentation, Verhoef unveils his company’s pioneering chip technology and demonstrates its capacity to deliver exceptional frames-per-second performance across a range of standard computer vision networks typical of applications in security, surveillance and the industrial sector. This shows that advanced computer vision can be accessible and efficient, even at the very edge of our technological ecosystem.
Skybuffer SAM4U tool for SAP license adoptionTatiana Kojar
Manage and optimize your license adoption and consumption with SAM4U, an SAP free customer software asset management tool.
SAM4U, an SAP complimentary software asset management tool for customers, delivers a detailed and well-structured overview of license inventory and usage with a user-friendly interface. We offer a hosted, cost-effective, and performance-optimized SAM4U setup in the Skybuffer Cloud environment. You retain ownership of the system and data, while we manage the ABAP 7.58 infrastructure, ensuring fixed Total Cost of Ownership (TCO) and exceptional services through the SAP Fiori interface.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
Dandelion Hashtable: beyond billion requests per second on a commodity serverAntonios Katsarakis
This slide deck presents DLHT, a concurrent in-memory hashtable. Despite efforts to optimize hashtables, that go as far as sacrificing core functionality, state-of-the-art designs still incur multiple memory accesses per request and block request processing in three cases. First, most hashtables block while waiting for data to be retrieved from memory. Second, open-addressing designs, which represent the current state-of-the-art, either cannot free index slots on deletes or must block all requests to do so. Third, index resizes block every request until all objects are copied to the new index. Defying folklore wisdom, DLHT forgoes open-addressing and adopts a fully-featured and memory-aware closed-addressing design based on bounded cache-line-chaining. This design offers lock-free index operations and deletes that free slots instantly, (2) completes most requests with a single memory access, (3) utilizes software prefetching to hide memory latencies, and (4) employs a novel non-blocking and parallel resizing. In a commodity server and a memory-resident workload, DLHT surpasses 1.6B requests per second and provides 3.5x (12x) the throughput of the state-of-the-art closed-addressing (open-addressing) resizable hashtable on Gets (Deletes).
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
11. What is a Jupyter Notebook?
- Overview of Jupyter Notebooks, an open-source web application for creating and sharing documents with live code, equations, visualizations, and narrative text.
12. Jupyter Notebooks with Code Examples
- Hands-on examples and code snippets in Jupyter Notebooks to help you implement and test anomaly detection models.
Introduction of Cybersecurity with OSS at Code Europe 2024Hiroshi SHIBATA
I develop the Ruby programming language, RubyGems, and Bundler, which are package managers for Ruby. Today, I will introduce how to enhance the security of your application using open-source software (OSS) examples from Ruby and RubyGems.
The first topic is CVE (Common Vulnerabilities and Exposures). I have published CVEs many times. But what exactly is a CVE? I'll provide a basic understanding of CVEs and explain how to detect and handle vulnerabilities in OSS.
Next, let's discuss package managers. Package managers play a critical role in the OSS ecosystem. I'll explain how to manage library dependencies in your application.
I'll share insights into how the Ruby and RubyGems core team works to keep our ecosystem safe. By the end of this talk, you'll have a better understanding of how to safeguard your code.
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...Jason Yip
The typical problem in product engineering is not bad strategy, so much as “no strategy”. This leads to confusion, lack of motivation, and incoherent action. The next time you look for a strategy and find an empty space, instead of waiting for it to be filled, I will show you how to fill it in yourself. If you’re wrong, it forces a correction. If you’re right, it helps create focus. I’ll share how I’ve approached this in the past, both what works and lessons for what didn’t work so well.
Your One-Stop Shop for Python Success: Top 10 US Python Development Providersakankshawande
Simplify your search for a reliable Python development partner! This list presents the top 10 trusted US providers offering comprehensive Python development services, ensuring your project's success from conception to completion.
2. Introduction This talk is about a marketing communication metaphor, the Percolating Ziggurat, its relationship with Crossing the Chasm models, and how it relates to the evolving story of the marketing of a software product. Monday, March 28, 2011 2
3. Why new models In recent years, there has been an evolution of both the market and the offering, that has deep impacts on software marketing. Also the ideas concerning how to market have evolved, in parallel with marketing changing from a one-way to a two-way communication. Monday, March 28, 2011 3
4. Context This model is meant for software product creators that are doing something that needs global reach. Some of what I say does not hold for very small niches. Monday, March 28, 2011 4
5. Context Crossing the Chasm by Geoffrey A. Moore Tribes by Seth Godin Monday, March 28, 2011 5
6. Context Basic problem of startups: time scarcity, limited resources. You all know that you should fail fast. Model can help define what to do, when. Monday, March 28, 2011 6
7. Context What and when things should be done when creating product should be dictated by a schedule based on acquiring different kinds of attention at different times. Monday, March 28, 2011 7
8. The model Sometimes a silly visual metaphor can help. Monday, March 28, 2011 8
10. The model People at a step are a set of potential customers who have a common set of needs or wants or potential to have new similar needs that reference each other when making a try / buy decision. (Adapted from CtC). Monday, March 28, 2011 10
12. Percolation The force of indexing and social propagation. Today there is “gravity”, a intrinsic force of the Internet. Social and SEO gravity induces percolation. Percolation is slow, and drop by drop. Monday, March 28, 2011 12
13. Communication changes What and how you should communicate changes in function of the Ziggurat step at which you are. Creating relationship with users is pursued with different means in function of which kinds of users you are talking with. Monday, March 28, 2011 13
14. Crossing the Chasm Comparing CtC model with today’s situation can help understanding the Percolating Ziggurat idea. Monday, March 28, 2011 14
17. Crossing the chasm – very short version Innovators pursue new technology products aggressively. Early adopters are not technologists but buy products very early in the product lifecycle. Early majority relate to technology but need practical hooks. Late majority need to see other using it. Laggards are hopeless Monday, March 28, 2011 17
18. From Gaussian to Ziggurat The ziggurat is the Gaussian of CtC turned by 90° and using different techniques (also no techniques) for easing percolation. Crossing the Chasm is not a discrete process, because of the evolution of communication. Monday, March 28, 2011 18
19. Step 0: having something to show Enough models: lets get into details and see more examples Monday, March 28, 2011 19
20. Before approaching the first step people Before trying to get the attention of the people of the first step, you must have something that may get attention. What can get attention is not necessarily a finished, perfectly working, fully tested product. A home made video of a mockup in some cases may be enough. Monday, March 28, 2011 20
21. Before getting to the first step people Most product ideas never pass step 0: they never get anything that can be presented. Or better: that gets presented. Monday, March 28, 2011 21
22. Step 1: attempting to enter the ziggurat Now we try to let the world know about our product / prototype. Monday, March 28, 2011 22
23. Entering the ziggurat What is the top of the ziggurat composed of? How do you enter the top of the ziggurat? Monday, March 28, 2011 23
24. Entering the ziggurat Start a blog A tweet channel A page on Facebook Tell your friends Talk about it at a local event like this Monday, March 28, 2011 24
25. Entering the ziggurat DOES NOT WORK* * Unless a miracle... What you need is… Monday, March 28, 2011 25
26. Entering the ziggurat “That's the press, baby, the press. And there is nothing you can do about it.” http://www.youtube.com/watch?v=FgdE-qPv6kw Monday, March 28, 2011 26
27. Entering the ziggurat Seems obvious – for many its not so. The press- its scary. Win the fear and write. Monday, March 28, 2011 27
28. Entering the ziggurat Fearful because it is (a second) reality check. Examples from my experience: Bugsvoice – Fail Patapage -> Fail Licorize -> Passed Monday, March 28, 2011 28
29. And what IS the press? A blog with 5000 loyal followers in a field connected to what you dealing with can be more effective than a little blurb on Wired. Monday, March 28, 2011 29
30. Build a marketing story for the press Writing to the press is OK, but write about what? Monday, March 28, 2011 30
31. Marketing stories “Potential customers cannot buy what they cannot name” Journalists cannot write about something that has no novelty: you’ve got to serve them the concepts, the story, the novelty. A new feature is not a novelty. Monday, March 28, 2011 31
32. Marketing stories “Most people resist selling but enjoy buying”. If you manage to define the buy situation, victory is in your hands. Monday, March 28, 2011 32
33. Create the story You have to define an original context, inhabited not by your product, but by users. Once you created this story, here comes your product that saves all. You can also put in the story an evil, cunning wolf – the competitor – that does not fit well in the story, in today’s (fictional) happy life of the users. Your product, instead, fits perfectly. Monday, March 28, 2011 33
34. Marketing stories Example: With Licorize, we started telling the users (the press) again and again that their bookmarks are precious, that they have ideas that they should not lose. There is Delicious, of course, but the context is lost, the app is old, it integrates nothing, needs have evolved… And Licorize, in this story context, is your help, your savior. Monday, March 28, 2011 34
35. Marketing stories Teamwork “Alternative to Microsoft Project” – we tell a completely different story about managing work. Licorize “Beyond Delicious” This somehow puts you on the same status level of the competitor you are referring to. Referring to a well-known competitor, which in your story looks old and grumpy validates you, which is what lower level users need. Monday, March 28, 2011 35
37. Didn’t work: Patapage Monday, March 28, 2011 37 We were in love with the idea and the technology – but we had a wrong picture of the market i.e. of user needs. The idea was cool. Nobody needed it. We were so happy to introduce discontinuous innovation that we didn’t really ask whether anybody would be interested in it.
38. Didn’t work: Bugsvoice We were in love with the idea and the technology – but we had a wrong picture of the market i.e. of user needs. The idea was cool. Nobody needed it. We were so happy to introduce discontinuous innovation that we didn’t really ask whether anybody would be interested in it. Monday, March 28, 2011 38
39. Did work: Licorize Monday, March 28, 2011 39 First time that we started from imagining a need. Not a need of developers like us. Needs of web marketers bookmarking. Way, way simpler needs w.r.t. the convoluted product ideas we had before.
40. Did work: Licorize Result: 50 positive reviews (by meaningful sites) in 90 days, thousands of tweets. And they both keep coming. Reviewers fell in love with the story – which we had written for them. Also a bit of luck helped – Delicious crisis. Monday, March 28, 2011 40
41. Second step: getting to early adopters Having got some water at the first step, you have just started, not finished. Monday, March 28, 2011 41
42. False impression After the first step, this is something I told at an internal meeting: “One may get the false impression that we are done with Licorize. Technically, we probably almost are. But communication wise, we surely are not.” Monday, March 28, 2011 42
43. Stuck at the first step Being stuck at the first step is not great: lots of promises and few results. “fame and famine” How to figure your way into mainstream? Monday, March 28, 2011 43
44. Stuck at the first step My point is to focus on changing communication, not on sales. Achieving a few forced sales to visionaries does not alter the basic problem of Crossing the Chasm percolating to the second step. Monday, March 28, 2011 44
45. Why a story can help also the second step to start going Monday, March 28, 2011 45
46. Story for the second step “Resistance from inertia can come from commitment to status quo, fear of risk, lack of a compelling reason to buy.” Again the story idea can help you out of this. Maybe a new story. With a story you can also define the contest of your competition. By telling a good story, its you establishing the context. Monday, March 28, 2011 46
47. Story for the second step You have to distinguish: actions that increase (or create) conversion actions that keep you visible - though the two things are not completely separate Monday, March 28, 2011 47
48. Down the ziggurat How to appeal to non-technologists? The story, amplified and enriched by the press, will help a lot, because a wide spectrum of people can understand it. A feature based approach here will not help, instead, and this is likely one of the causes of failure to cross. The power of “word of mouth” has been greatly extended by “word of Twitter”. Monday, March 28, 2011 48
49. Down the ziggurat Important way to get down and wider in the ziggurat is to make others integrate you. Evernote, Balsamiq Mockups (actually he started by using only this “piggyback” technique), and in these days Instapaper, which already got mainstream by using this technique. Monday, March 28, 2011 49
50. Another line of change in time: user’s application’ life Monday, March 28, 2011 50 Here too we must provide different kinds of interaction and support to our customers.
51. Down the ziggurat Online services percolate very slowly. Amy Hoy with http://letsfreckle.com/ Took two years to get 10.000 $ month. Given that it is developed by 2, its ok. Monday, March 28, 2011 51
52. HELPING GRAVITY DO ITS JOB You can help gravity. Somehow. Monday, March 28, 2011 52
53. Use creativity to replace budgets To maintain the percolation and diffusion is a continuous battle. That is why being a startup as a side project does not work. You need full time dedication: new ideas, experiment and flexibility are the only thing that can beat budgets. Monday, March 28, 2011 53
54.
55. Give away licenses / Premium access (gave 1600 for Licorize)Monday, March 28, 2011 54
56. Help gravity access to press can open other small doors, like having a product page on Wikipedia Show somehow that you are a market leader, or are becoming one: “pragmatists care about the company they are buying from” Monday, March 28, 2011 55
60. Run on “other” devices, browsers, machines.Monday, March 28, 2011 56
61. Help gravity “Used by Oracle” becomes more important (for some) than reviewed by Lifehacker. Going down the ziggurat, you need to give more certainties. That is why you should move from FAQ to user guide, from a flashy video giving the idea to one that shows it working in detail Monday, March 28, 2011 57
63. Games, micro-payments The “battle” technique can hardly be applied to games with micro-payments. Its all percolation there. For games there is no fight to replace other applications, the figth is for who will get the next layering. Monday, March 28, 2011 59
64. Early adopters may be enough Consider Minecraft: doing nothing for going down the ziggurat. Using gravity and word of mouth. Transparency is highly appreciated. Monday, March 28, 2011 60
65. 1,000 True Fans “A True Fan is defined as someone who will purchase anything and everything you produce.” http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php Depends on the industry. Monday, March 28, 2011 61
66. The Ziggurat Plan Make a Ziggurat Plan (not a business plan) -> how am I going to pass this step. A blog post with PPT will be online at http://pietro.open-lab.com Booklet of links: http://bit.ly/mziggu Monday, March 28, 2011 62
Editor's Notes
Here I want to introduce you to a model, a metaphor, that I found to be useful in working on software marketing.Software marketing for traditional, packaged or “enterprise” solutions has quite established models. But in recent years, there has been an evolution of both the market (consumer and enterprises) and the offering, that has deep impacts on software marketing. Moreover also independently the ideas concerning how to market have evolved, in parallel with marketing changing from a one-way to a two-way communication. From this the need of new models.
Some of what I say does not hold for very small niches. Not only software, actually.
I think what I say will be clearer and will be easier to put in context (and disagree with) if there is familiarity with these texts:Crossing the Chasm by Geoffrey A. Moore (book a bit old, but will make you meditate on crucial problems)Tribes by Seth Godin (and what followed)If you don’t know them, maybe some things will get clearer later. It happens to me all the time.Ask: how many of you read CtC? How many Tribes or later books by Godin?
This model could help with one of the basic problems of startups: time scarcity, which I assume as a fact.You all know that you should fail fast; new product and services ideas can be disproved quickly. So you must prioritize your work. Traditionally it is technical development that dictates priorities: I hope here to show how wrong this is. It took years to me to begin understanding this. What and when things should be done when creating product should be dictated by a schedule based on acquiring different kinds of attention at different times.Example: a certain procedure of your software works, but probably it does not scale to a million users. Do you have a vague idea how you could make it scale? Ok, that is sufficient. Leave it as it is and go to the next problem. You’ll probably fail before getting 1000 users, and for different and harder to solve reasons.Another problem of your startup is **limited resources** - so of course you should have a browser version, ipad, ipone android etc versions of your app always updated, but given that you have to choose - which? well, at which step of (the ziggurat are you?) the evolving relationship with the users are you?
Not by technical developments.
The model is this: a percolating ziggurat of user groups.A step (gradone) is a user group of similar technology adoption habits. People at lower steps have slower technical adoption habits.The wet zones are those that your communication reached.Notice that water can spring only from the top and goes downwards.Another point of the model is that time exerts a minimal gravity, causing percolation (this is already different from Crossing the Chasm).You presence online, creating articulated contents, its propagation, requires also simply time. A lot of time. Like, 2 years. Also because evolution of the way software is produced and supplied also means that today from the start we have a more refined approach to UI w.r.t. what was done in the 90’s.
In which group are you?You likely are all in the top step for what concerns IT adoption. But…Quantidivoihannounamacchina?Quantodivoihannounamacchinaelettrica?Quantodivoihannointenzionedicomprareunamacchinaelettrica come prossimamacchina?Quantidivoihannointenzionedirinunciareallamacchina per un car pooling? Quantidivoihannorinunciato del tuttoallamacchina?
Each product has a slightly different ziggurat [do the ones for PM and TW], but many fit in this shape and all have percolation.Laws of percolation:- Percolation goes from top to bottomonce started it goes on even if you don’t do anything more (unless you bring the service down, and even then…)You can diffuse it but it’s hard to sped up
You’ve got to stay online for years.
as the business grows, also your job changes -> dev, web des, marketer, layer, entepreneur (a point made by balsamiq)
That what I was writing was connected to Crossing the Chasm (Ctc) came to my mind after I created the Percolating Ziggurat. But of course it was in the back of my mind.
The book is from 1991. The battle he talks about, is still today’s battle. But the scene has changed in part – al least, this is my theory (and practice).Wikipedia, http://en.wikipedia.org/wiki/Crossing_the_Chasm :“Moore begins with the diffusion of innovations theory from Everett Rogers, and argues there is a chasm between the early adopters of the product (the technology enthusiasts and visionaries) and the early majority (the pragmatists). Moore believes visionaries and pragmatists have very different expectations, and he attempts to explore those differences and suggest techniques to successfully cross the "chasm," including choosing a target market, understanding the whole product concept, positioning the product, building a marketing strategy, choosing the most appropriate distribution channel and pricing.”Notice the chasm [baratro].
He holds that the mistake many have done (and is a sense I am repeating here) is to assume smooth transition from one segment to the other.To cross the main chasm he believes one must prepare for a specific, targeted battle for gaining a beachhead segment.
I won’t go in any detail here, I just assume you are aware of this. Get quickly something “working” to show.Put together something that may deserve attention.For point 2, there is a vast set of mistakes that can be done, also due to misleading marketing literature and concepts starting from Unique Selling Proposition and the whole school that follows that. Won’t go in any detail on that (will at Better Software seminar, future blog post).Will just say by fighting on features, you are adapting to a context where its the others setting the context -> you are going to lose.
“Technology enthusiasts”, visionaries? Or press? Today, it is a combination of both. The press that concerns you are early adopters.Press does curation for others. Examines, evaluates.
“Talk about it at a local event like this” -> cihannoprovato.
That the necessary step. Without it, you’re s****d.Will they talk about your product? Here is a moment (only one) of reality check.I can tell from experience (Patapage).If you reached step 1, you’ve already had one reality checks, e.g. getting a working prototype.Subsequent reality checks will be whether you can go down the ziggurat, but if you don’t pass this step, again, you’re s****d.The press gives you a real-world second test. Two products that failed this step, Bugsvoice and Patapage, we were very much in love with the idea and the technology, but the was no corresponding need out there.As the press is not at all in love with your private idea and technology, and will try to map it to a user’s need.In the case of Licorize, they could easily find the mapping, for several reasons.
“The Balsamiq story is really quite addictive”You need to say something really interesting.In our two failed products, we were “in love”. Focused on the technology. But we didn’t have a realistic model of the users.But the press, they have indeed a realistic model of the users, at least of an expanded early adopters segment.
But the usual advice is in term of “fight on features”, which is a bad, bad idea.
Friends of ours got press with a game, but they gave no way for the tribe to constitute.
Even in “The Social Network” we see this at work.
This way you can win in the most unlikely situations
Detailed examples follow.
One thing I believe is that in this new context time helps (CtC does not believe this), because the web does percolate. But it is true that being at the first step and being at the second step are different situations that require different ways to communicate.
Important way to get down and wider in the ziggurat is to make others integrate you. This is a great way to get mainstream. We completely missed this opportunity with both our products (Licorize and Teamwork), but others are doing this brilliantly:Evernote, Balsamiq Mockups (actually he started by using only this “piggyback” technique), and in these days Instapaper, which already got mainstream by using this technique.They realized how for from the second step onwards, the existing product infrastructure plays a major role. This a crucial point in the transition from visionaries to pragmatists.Becoming mainstream may simply not be your mission - it is not ours.
Online services percolate very slowly. We experience that with Licorize, but for other players of similar size the experience is similar: Amy Hoy with (hear this interesting interview on Mixergy: http://mixergy.com/amy-hoy-slash7-interview/ )http://letsfreckle.com/took two years to get 10.000 $ month. Given that it is developed by 2, its ok.