LAS VEGAS, NEVADA, USA - January 7, 2009 - This is the presentation I gave at the 2009 Consumer Electronics Show's Social Media Jungle event.
SYNOPSIS: In an era where trust and consumer confidence is at a historic low, how can marketers move the needle? I assert that the broader cultural trends indicate decreased efficacy of traditional marketing techniques and an opportunity for marketers to build trust through social marketing rather than following long-used intrusion and interruption techniques.
As a marketer, I want my efforts and my craft to produce real value for my markets, rather than unnecessary, irrelevant noise.
SPEAKER NOTES:
SLIDE 1:
Banks are failing. Government is bailing. Property values are falling. When confidence is gone, how do we sell?
SLIDE 2:
We’re seeing this across the board: business is frozen in place. Decisions are put on hold, hires are postponed, and above all, risk within corporations is avoided. Marketers fall back to known tactics, even when the entire strategy behind those tactics is based on 80s and 90s thinking. No one wants to get fired, so innovation stops, even if it might be the absolute right thing to do.
As marketers, we’re seeing dwindling efficacy across a wide variety of channels and media. Our jobs are on the line. Many of us see the promise in social marketing. Others also see how traditional push- and intrusion-based marketing approaches are not only meaningless anymore, but they make us feel dirty as well.
So how do we push fearful managers past their reticence? How do we persuade CMOs that the fail-safes of the past may fail – and that new techniques might actually create the transactions we need to hit? Here are some basic concepts from previous presentations, compacted down to a 20-minute talk.
SLIDE 3:
First off, let’s talk about marketing. This business, this craft of the outbound voice - classic monolog marketing - is highly refined. It’s taught in advanced university degrees, it has a plethora of trade organizations. Of course it would, it’s had 100 years to mature.
I remember as a kid watching Bewtiched, mostly because of a childhood crush on Elizabeth Montgomery but also because I thought Darren Stevens had the coolest job on the planet: selling creative ideas. And his agency was a classic example of how business approached consumers when geography and limited information worked to advertisers’ advantages and consumers didn’t have a lot of choices. In those days, simple approaches like “good to the last drop” or “tastes good like a cigarette should” could work.
Secondly, entire industries are sprung around the tools. There’s a Direct Marketing Association. An Email Marketing Association. A word of mouth marketing association. There’s a trade org for nearly every miniscule sub-practice of marketing. Advertising, PR, event marketing – each are their own highly refined science. And we have lots of specialty agencies in each subpractice who’ve made millions focusing on various marketing channels.
There’s a huge lexicon around marketing. Call-to-action, pre-campaign analytics, market penetration, reach and frequency – when small business owners listen to many marketers, I’m sure they’re confused at best.
Finally, this marketing machine, which controls trillions of dollars of spend, is incented, rewarded and focused on skill with the outbound voice. This leads to job security which is a powerful motivator toward…keeping the status quo.
SLIDE 4:
And so, when the connective power and community size of various social networks became more clear to marketers, they and/or their agencies often saw social sites as tasty media morsels - easy to reach audiences ready for the taking. Agencies took their honed intrusion skillset to Facebook, YouTube and MySpace, buying display ads and later, branded social network presences. “I’ll take a fan page and a Twitter campaign, and oooh, look at this tas
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
Food is ripe for an upgrade: how emerging tech is transforming an industryEric Weaver
In 2018, Americans wasted over $165 billion of food - 40% of the entire US food supply (CNBC). In the meantime, 40 million Americans were listed as "food insecure" (USDA). What's creating this waste? According to Maersk Growth, 75% of food waste happens before product reaches retail shelves. The culprit: inefficiencies created by poor or missing data.
There are four emerging technologies that can save billions of dollars and reduce financial, reputational and health risks. They include IoT sensors (to gather data), 5G networks (to connect that data), blockchain data ecosystems (to share that data), and artificial intelligence (to operationalize that data).
In this keynote from the 2019 Emerging Technologies Conference, Transparent Path CEO Eric Weaver shares how these four emerging technologies are beginning to work together to leverage data in ways that identify and limit waste earlier in the supply chain.
What are you feeding me? Blockchain, trust & the future of foodEric Weaver
Arsenic in your rice. Donkey meat in your ground beef. Salmonella in your child's shampoo. Sugar water in your grandmother's insulin shot. Incidents of counterfeit products, contamination, and outright fraud are mushrooming in the food, beauty and pharma sectors — and consumer trust has plummeted to historic lows. But what if your products could talk? Tell you where they came from, and where they've been? If they were real - or if they'd spoiled? Former Xerox VP Eric Weaver discusses the growing risks around these very personal products and how distributed ledger tech is allowing brands to demonstrate proof of origin, chain of custody, and marketing claims. Attendees will walk away with a deeper understanding of how integrating IoT and blockchain technologies with on-the-ground certification is transforming the packaged goods sector.
Everyone talks about Disruption like it's a GOOD THINGEric Weaver
BEST SEEN IN FULL-SCREEN MODE
My keynote from #GetSocial2017 in Dublin, Ireland, detailing the challenges created by digital disruption and some tips on how to bring people along on the Digital Transformation Journey. Employees like process and equilibrium and abhor change, yet tech disruption demands change. How do you anticipate the disruption and then transform the team to adapt and adopt?
The Five Horsemen of Digital DisruptionEric Weaver
KEYNOTE, BEVERAGE MARKETING ASSOCIATION GLOBAL SUMMIT • Everyone talks about digital disruption like it's a good thing. The reality is that disruption is challenging for any organization. Teams, talent, processes and tools must be acquired, redesigned, or reimagined - AFTER a basic equilibrium has already been achieved.
In this presentation, which debuted at the global summit for the Beverage Marketing Association, Weaver talks about the art of digital transformation - and the five super-powers needed to effect lasting, positive change. He also gives tips on what to focus on and pay attention to while working to effect this kind of transformation.
TÜRKÇE / TURKISH LANGUAGE VERSION. Keynote for the Ankara Marka Festivali, Ankara, Turkey, 9 Ara 2015. Many thanks to Merve Gözde of the ATO for translating the presentation into Turkish.
Six Big-Brand Secrets to Overcoming Social Marketing HurdlesEric Weaver
Despite the fact that customers expect to engage with their brands on social media, most firms continue to see their social budgets fall low on the marketing priority list.
Whether through a lack of hard ROI or meaningful metrics, social teams struggle to acquire the funding and support to make a real difference.
Veteran social media marketer Eric Weaver will share six secrets from major global brands on how to garner financial support, create meaningful impact and engage distracted fans.
Expect to walk away with new methods of measuring social media ROI, successfully requesting more funding and approaches to paid advertising, content and engagement to produce tangible business results.
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
Food is ripe for an upgrade: how emerging tech is transforming an industryEric Weaver
In 2018, Americans wasted over $165 billion of food - 40% of the entire US food supply (CNBC). In the meantime, 40 million Americans were listed as "food insecure" (USDA). What's creating this waste? According to Maersk Growth, 75% of food waste happens before product reaches retail shelves. The culprit: inefficiencies created by poor or missing data.
There are four emerging technologies that can save billions of dollars and reduce financial, reputational and health risks. They include IoT sensors (to gather data), 5G networks (to connect that data), blockchain data ecosystems (to share that data), and artificial intelligence (to operationalize that data).
In this keynote from the 2019 Emerging Technologies Conference, Transparent Path CEO Eric Weaver shares how these four emerging technologies are beginning to work together to leverage data in ways that identify and limit waste earlier in the supply chain.
What are you feeding me? Blockchain, trust & the future of foodEric Weaver
Arsenic in your rice. Donkey meat in your ground beef. Salmonella in your child's shampoo. Sugar water in your grandmother's insulin shot. Incidents of counterfeit products, contamination, and outright fraud are mushrooming in the food, beauty and pharma sectors — and consumer trust has plummeted to historic lows. But what if your products could talk? Tell you where they came from, and where they've been? If they were real - or if they'd spoiled? Former Xerox VP Eric Weaver discusses the growing risks around these very personal products and how distributed ledger tech is allowing brands to demonstrate proof of origin, chain of custody, and marketing claims. Attendees will walk away with a deeper understanding of how integrating IoT and blockchain technologies with on-the-ground certification is transforming the packaged goods sector.
Everyone talks about Disruption like it's a GOOD THINGEric Weaver
BEST SEEN IN FULL-SCREEN MODE
My keynote from #GetSocial2017 in Dublin, Ireland, detailing the challenges created by digital disruption and some tips on how to bring people along on the Digital Transformation Journey. Employees like process and equilibrium and abhor change, yet tech disruption demands change. How do you anticipate the disruption and then transform the team to adapt and adopt?
The Five Horsemen of Digital DisruptionEric Weaver
KEYNOTE, BEVERAGE MARKETING ASSOCIATION GLOBAL SUMMIT • Everyone talks about digital disruption like it's a good thing. The reality is that disruption is challenging for any organization. Teams, talent, processes and tools must be acquired, redesigned, or reimagined - AFTER a basic equilibrium has already been achieved.
In this presentation, which debuted at the global summit for the Beverage Marketing Association, Weaver talks about the art of digital transformation - and the five super-powers needed to effect lasting, positive change. He also gives tips on what to focus on and pay attention to while working to effect this kind of transformation.
TÜRKÇE / TURKISH LANGUAGE VERSION. Keynote for the Ankara Marka Festivali, Ankara, Turkey, 9 Ara 2015. Many thanks to Merve Gözde of the ATO for translating the presentation into Turkish.
Six Big-Brand Secrets to Overcoming Social Marketing HurdlesEric Weaver
Despite the fact that customers expect to engage with their brands on social media, most firms continue to see their social budgets fall low on the marketing priority list.
Whether through a lack of hard ROI or meaningful metrics, social teams struggle to acquire the funding and support to make a real difference.
Veteran social media marketer Eric Weaver will share six secrets from major global brands on how to garner financial support, create meaningful impact and engage distracted fans.
Expect to walk away with new methods of measuring social media ROI, successfully requesting more funding and approaches to paid advertising, content and engagement to produce tangible business results.
Reposted with permission from Mediabrands.
I created this presentation in early 2015, as a means of describing the underfunding and underresourcing of most brand social media efforts. It describes the problem and proposes a solution to 1) the lack of visibility/reach, 2) the fact that a paid budget is now required to achieve reach, and 3) the ongoing need for marketers to have meaningful social metrics for budget justification.
This presentation has been shown to audiences in Japan, Spain, Italy, the US and the UK, and helped my team at IPG Mediabrands land several new global clients.
If you believe in Social as part of a holistic digital marketing mix but need help promoting it internally as an investment-worthy customer experience and conversion channel, you may find some justifications within this presentation to help you break Social out of "Budget Prison."
I parted ways with Mediabrands in July 2015 after a three-year stint. Questions about our Performly product, which my team and I productised and brought to market, can be directed to my brilliant former colleague and all-around good guy Jason Carter at jason.carter@mbww.com.
Next presentation: "Six Secrets to Overcoming Social Marketing Challenges" at #PMILondon on 30 Oct 2015.
Social Crises: Best Practices, Cautionary TalesEric Weaver
This document provides best practices and cautionary tales for responding to social crises based on a presentation by Eric Weaver of IPG Mediabrands. It discusses how consumers have power through social media to shape perceptions of companies and trust each other more than marketers. Social crises are growing and can severely damage organizations. The document advises companies to plan for common crisis scenarios, create response guidelines, and train teams to respond quickly at various crisis levels to mitigate reputational damage. It provides examples of how both poor and effective crisis responses unfolded on social media for different companies.
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Eric Weaver
Presentation to the Seattle Graphic Artists Guild on 3/27/13. Audience: design professionals. Topic: learn how to create a personal brand strategy, why it's important, how to create a personal online footprint, best practices and cautionary tales.
Commerce is Social: Connecting with and Converting Online ProspectsEric Weaver
Keynote from #MivaCon13 Extraordinary E-Commerce Conference in San Diego, March 8, 2013. Audience: e-commerce site owners generating around $500k in annual sales.
Followers of my presentations will recognize some oldie-but-goodie cases, but all the e-commerce stats are very recent (last 6-12 months).
Social Business: the Opportunity for India (Engage Kolkata edition)Eric Weaver
What's the opportunity behind Social Business? How does customer engagement lead to increased revenue? What path should marketers take in social channels? How can other departments play a part?
Some of the questions I answer in this presentation made for the Engage Digital Summit held in Kolkata, India on June 5-6, 2012.
This is my last presentation as an employee of superstar social business consultancy Ant's Eye View. Many thanks to my AEV colleagues for 18 months of learning and fun.
Social Media is dead! Long live Social Media!Eric Weaver
Social media has become ingrained in our lives as emotional, time-starved creatures built for social interaction. However, some argue that social media is dead or dying due to oversaturation, with people feeling less engaged and more distracted across various social platforms. While social media continues to impact consumer behavior and decision making at some level, marketers and social media experts are challenged to cut through the noise and connect with audiences in meaningful ways that drive real business goals and objectives.
Be Seen, Be Found, Be Engaging (Calgary Edition)Eric Weaver
This document discusses how social media and engaging conversations can help organizations be heard. It provides examples of Canadian companies that have found success on social media. It argues that traditional marketing approaches are less effective now due to increased choice, distrust of intrusive ads, and the rise of user-generated content. Over half of brand touchpoints are now from consumers. The document advocates building trust and engaging audiences through social channels rather than interruptive ads. It shows that social media leads are more likely to convert than other online leads. The conclusion is that organizations need to adopt a new approach focused on building awareness, engaging audiences, and increasing revenue through social media.
Applying a Marketing Lens to Police CommunicationsEric Weaver
VANCOUVER, BC, CANADA - April 11, 2011 - Speech from the 2011 Police Leadership Conference discussing how social marketing techniques used by major brands can be used to enhance police communications and engagement with the public.
Be Seen, Be Found, Be Engaging (IABC Version)Eric Weaver
SEATTLE, WASHINGTON, USA - February 17, 2011 - Presentation from the IABC Seattle workshop "Communication Overload" - synopsis of my thinking from several previous "Social Media 105" presentations.
It's the end of 2010, and a majority of companies have ventured into social media as a publishing channel. Yet many aren't seeing the results they'd hoped for. That's because of the approach.
This whitepaper explores the concept of Engagement, Influence and Activation as end goals to corporate social media, not as a publishing channel but as a way to better connect, share and interact with your markets.
You Don't Need a Social Media Strategy (Washington DC Edition)Eric Weaver
WASHINGTON, DC, USA - June 17, 2010 - Presentation for Jeff Pulver's 140 Characters Conference (#140conf).
Audiences: marketers, advertisers, strategists.
People are the Media (DDB Edmonton Edition)Eric Weaver
This document discusses how people have become the new media through social engagement, influence, and activation. It notes that we are in the midst of a profound cultural shift where captive audiences have given way to active ones who no longer defer to big brands, but instead refer to their friends. The document provides examples of how social media usage and influence has grown exponentially in recent years. It advocates that marketers leverage social media to build trust with consumers by focusing on engagement, influence, and inspiring real actions and advocacy rather than just outbound publishing. The six steps discussed are: study and plan, listen, publish, engage, influence, and activate.
The Socially Powered Enterprise (for #SM201)Eric Weaver
SEATTLE, WASHINGTON, USA - April 15, 2010 - Presentation for the Microsoft Social Media 201 Conference (#SM201) held in Redmond, WA. Audio track to follow within a week.
Why the Grocery Business Must Go SocialEric Weaver
EVENT: 2010 Canadian Council of Grocery Distributors Western Conference
DATE: 1/28/10
AUDIENCE: Food manufacturers, suppliers, distributors
SYNOPSIS: Many Canadians are online, yet many are a bit skeptical about putting too much personal information online. Many traditional marketers are unsure about the value of social marketing as a part of their marketing mix.
Ten Things Marketers Need to Know in '10Eric Weaver
Audio track offline until 1/30/10.
EVENT: 2010 Consumer Electronics Show
AUDIENCE: Marketers
SYNOPSIS: The Social Media Hype Bubble is OVER. Consumers are getting burnt out on the hype around the media. So should marketers get out of social marketing? HELL NO. This presentation provides ten suggestions that leverage current trends in social media adoption by both consumers and business.
Presented 12/1/09 to Social Media Breakfast, Seattle chapter.
AUDIENCES: Marketing VPs, Directors; agency account directors
SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.
PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup
AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media
This presentation covers:
- How culture shifts are forcing a shift in the marketing practice
- How entrepreneurs must approach their markets
- Some free tools for engaging with your customers
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Reposted with permission from Mediabrands.
I created this presentation in early 2015, as a means of describing the underfunding and underresourcing of most brand social media efforts. It describes the problem and proposes a solution to 1) the lack of visibility/reach, 2) the fact that a paid budget is now required to achieve reach, and 3) the ongoing need for marketers to have meaningful social metrics for budget justification.
This presentation has been shown to audiences in Japan, Spain, Italy, the US and the UK, and helped my team at IPG Mediabrands land several new global clients.
If you believe in Social as part of a holistic digital marketing mix but need help promoting it internally as an investment-worthy customer experience and conversion channel, you may find some justifications within this presentation to help you break Social out of "Budget Prison."
I parted ways with Mediabrands in July 2015 after a three-year stint. Questions about our Performly product, which my team and I productised and brought to market, can be directed to my brilliant former colleague and all-around good guy Jason Carter at jason.carter@mbww.com.
Next presentation: "Six Secrets to Overcoming Social Marketing Challenges" at #PMILondon on 30 Oct 2015.
Social Crises: Best Practices, Cautionary TalesEric Weaver
This document provides best practices and cautionary tales for responding to social crises based on a presentation by Eric Weaver of IPG Mediabrands. It discusses how consumers have power through social media to shape perceptions of companies and trust each other more than marketers. Social crises are growing and can severely damage organizations. The document advises companies to plan for common crisis scenarios, create response guidelines, and train teams to respond quickly at various crisis levels to mitigate reputational damage. It provides examples of how both poor and effective crisis responses unfolded on social media for different companies.
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Eric Weaver
Presentation to the Seattle Graphic Artists Guild on 3/27/13. Audience: design professionals. Topic: learn how to create a personal brand strategy, why it's important, how to create a personal online footprint, best practices and cautionary tales.
Commerce is Social: Connecting with and Converting Online ProspectsEric Weaver
Keynote from #MivaCon13 Extraordinary E-Commerce Conference in San Diego, March 8, 2013. Audience: e-commerce site owners generating around $500k in annual sales.
Followers of my presentations will recognize some oldie-but-goodie cases, but all the e-commerce stats are very recent (last 6-12 months).
Social Business: the Opportunity for India (Engage Kolkata edition)Eric Weaver
What's the opportunity behind Social Business? How does customer engagement lead to increased revenue? What path should marketers take in social channels? How can other departments play a part?
Some of the questions I answer in this presentation made for the Engage Digital Summit held in Kolkata, India on June 5-6, 2012.
This is my last presentation as an employee of superstar social business consultancy Ant's Eye View. Many thanks to my AEV colleagues for 18 months of learning and fun.
Social Media is dead! Long live Social Media!Eric Weaver
Social media has become ingrained in our lives as emotional, time-starved creatures built for social interaction. However, some argue that social media is dead or dying due to oversaturation, with people feeling less engaged and more distracted across various social platforms. While social media continues to impact consumer behavior and decision making at some level, marketers and social media experts are challenged to cut through the noise and connect with audiences in meaningful ways that drive real business goals and objectives.
Be Seen, Be Found, Be Engaging (Calgary Edition)Eric Weaver
This document discusses how social media and engaging conversations can help organizations be heard. It provides examples of Canadian companies that have found success on social media. It argues that traditional marketing approaches are less effective now due to increased choice, distrust of intrusive ads, and the rise of user-generated content. Over half of brand touchpoints are now from consumers. The document advocates building trust and engaging audiences through social channels rather than interruptive ads. It shows that social media leads are more likely to convert than other online leads. The conclusion is that organizations need to adopt a new approach focused on building awareness, engaging audiences, and increasing revenue through social media.
Applying a Marketing Lens to Police CommunicationsEric Weaver
VANCOUVER, BC, CANADA - April 11, 2011 - Speech from the 2011 Police Leadership Conference discussing how social marketing techniques used by major brands can be used to enhance police communications and engagement with the public.
Be Seen, Be Found, Be Engaging (IABC Version)Eric Weaver
SEATTLE, WASHINGTON, USA - February 17, 2011 - Presentation from the IABC Seattle workshop "Communication Overload" - synopsis of my thinking from several previous "Social Media 105" presentations.
It's the end of 2010, and a majority of companies have ventured into social media as a publishing channel. Yet many aren't seeing the results they'd hoped for. That's because of the approach.
This whitepaper explores the concept of Engagement, Influence and Activation as end goals to corporate social media, not as a publishing channel but as a way to better connect, share and interact with your markets.
You Don't Need a Social Media Strategy (Washington DC Edition)Eric Weaver
WASHINGTON, DC, USA - June 17, 2010 - Presentation for Jeff Pulver's 140 Characters Conference (#140conf).
Audiences: marketers, advertisers, strategists.
People are the Media (DDB Edmonton Edition)Eric Weaver
This document discusses how people have become the new media through social engagement, influence, and activation. It notes that we are in the midst of a profound cultural shift where captive audiences have given way to active ones who no longer defer to big brands, but instead refer to their friends. The document provides examples of how social media usage and influence has grown exponentially in recent years. It advocates that marketers leverage social media to build trust with consumers by focusing on engagement, influence, and inspiring real actions and advocacy rather than just outbound publishing. The six steps discussed are: study and plan, listen, publish, engage, influence, and activate.
The Socially Powered Enterprise (for #SM201)Eric Weaver
SEATTLE, WASHINGTON, USA - April 15, 2010 - Presentation for the Microsoft Social Media 201 Conference (#SM201) held in Redmond, WA. Audio track to follow within a week.
Why the Grocery Business Must Go SocialEric Weaver
EVENT: 2010 Canadian Council of Grocery Distributors Western Conference
DATE: 1/28/10
AUDIENCE: Food manufacturers, suppliers, distributors
SYNOPSIS: Many Canadians are online, yet many are a bit skeptical about putting too much personal information online. Many traditional marketers are unsure about the value of social marketing as a part of their marketing mix.
Ten Things Marketers Need to Know in '10Eric Weaver
Audio track offline until 1/30/10.
EVENT: 2010 Consumer Electronics Show
AUDIENCE: Marketers
SYNOPSIS: The Social Media Hype Bubble is OVER. Consumers are getting burnt out on the hype around the media. So should marketers get out of social marketing? HELL NO. This presentation provides ten suggestions that leverage current trends in social media adoption by both consumers and business.
Presented 12/1/09 to Social Media Breakfast, Seattle chapter.
AUDIENCES: Marketing VPs, Directors; agency account directors
SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.
PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup
AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media
This presentation covers:
- How culture shifts are forcing a shift in the marketing practice
- How entrepreneurs must approach their markets
- Some free tools for engaging with your customers
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
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Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
2. In a down economy…
Risk is avoided at all costs
The known supercedes the unknown
Management retreats to fail-safes
As marketers or social media
proponents, we’ll face hesitation as we
propose new tools and approaches to
the market during a down economy.
So let’s look at a set of arguments to push
the hesitant past their risk aversion.
3. WHERE WE ARE YESTERDAY
The Outbound Voice
Highly refined
Entire industries built around
channel tools
Specialist agencies that gave
way to the idea/promise of
integrated marketing firms
Buzzword bingo
Effective voice + market
impact = job security
7. Let’s look at consumers.
Attention-deficit
Fragmented by niche interests
Feeling time-starved
Girl Scouts merit badge
Cell phone in the john
Distrustful of advertising
Spoiled by customization and media
options
“Snack-media” consumers
8. Wake-up call: the powershift.
SEARCH lets consumers find people,
products, information and media of
interest & relevance
EXPRESSION through blogs,
podcasts, opinion sites, online
communities
SHARING items of value or interest –
globally
Items they love…. and hate
THE REALITY:
To get what they want, consumers
generally don’t need marketing,
advertising or PR. !
9. “As he eyed his goal, he was confronted by a daunting array
of SKYSCRAPERS, INTERSTITIALS, VIDEO PRE-ROLLS and
POP-UNDERS.”
11. With so many voices in the mix…
People turn to peers for
recommendations.
They also do this when:
Risk is higher
More choices to review and filter
They have less time to research
12. In fact, peers are the most credible source of
company/product info
58% believe
what “a person like
me” says about an
organization
(up from 51% in 2007)
LEAST CREDIBLE (IN THE US): corporate or
product advertising (22% of ages 25-34)
SOURCE: 2008 Edelman Trust Barometer
13. 78% aged 35-64 and 83%
aged 25-34 were “likely to trust
what they have seen, read or
heard about a company if
someone they know has already
mentioned it to them.”*
*SOURCE: 2008 Edelman Trust Barometer
Peer trust is
self-
reinforcing.
14. 56% of those aged 35-64 and 63%aged 25-34
were “likely to share their opinions and experiences
about companies they trust or distrust on the web.”*
*SOURCE: 2008 Edelman Trust Barometer
Peer recommendation isn’t just influential.
Trust and distrust are widely shared.
15. And trust drives preference.
88%of opinion elites choose
to buy from companies
they trust. 85% refuse
to buy from companies
they distrust.*
*SOURCE: 2008 Edelman Trust Barometer
The bottom line:
Trust drives transactions.
16. FLICKR @POWERBOOKTRANCE
YOU NEED
A TRUST
STRATEGY.
You don’t need
an advertising
strategy.
You don’t need a
“Twitter
strategy.”
And you don’t
need a “social
media strategy.”
17. And that would mean…
How do I minimize trust killers?
Change your spend to be found, rather than intrude. Stop pushing, start
pulling.
Interest in your market, not in your lead targets.
How do I build trust across the value chain?
Corporate social behavior, customer service, delivery, quality. Consumer
voice amplifies these issues.
How do I empower the market to spread their trust in my
offering?
Give them a voice, amplify their efforts, make value-sharing effortless.
18. Ways to demonstrate value and
empower your market
BLOGGING
Product manager insights
CEO media/investor relations
MICROBLOGGING (Twitter)
Special offers
Event buzz
VIDEO (one-off virals or recurring
podcasts)
Product how-to’s
Personality pieces
Company storytelling
Humor
WIDGETS
Content distribution/sharing
AUDIO (podcasts)
Company storytelling
Thought leadership
WIKIS
Event planning
Product development
Shared learnings
Distributed work-in-progress
SOCIAL & TOPICAL NETWORKS
Brand awareness
Community/CSR discussion
Community building
Feedback/testing/trials
19. And a final note: consider your “lens”
Boomers/Tweeners
Trained in formalities
Don’t offend anyone
Be the most acceptable to
the largest number of people
Privacy highly valued
Interested in tech
functionality but often
overwhelmed by speed of
change
Gen X/Millenials
Formalities ignored
More interested in finding
those with like minds than
worrying about turning off
others
Less privacy means more
ability to be found
Digital natives – tech is
ubiquitous and easy
20. In summary
Rethink your entire marketing approach, from
outbound monologue to full engagement
Build trust by being found, providing value, and
not interrupting consumers on their journey to
find what they want
Use social marketing to leverage the existing
trust already established between peers, rather
than trying to buy new trust
Banks are failing. Government is bailing. Property houses are falling. When confidence is gone, how do we sell?
We’re seeing this across the board: business is frozen in place. Decisions are put on hold, hires are postponed, and above all, risk within corporations is avoided. Marketers fall back to known tactics, even when the entire strategy behind those tactics is based on 80s and 90s thinking. No one wants to get fired, so innovation stops, even if it might be the absolute right thing to do.
As marketers, we’re seeing dwindling efficacy across a wide variety of channels and media. Our jobs are on the line. Many of us see the promise in social marketing. Others also see how traditional push- and intrusion-based marketing approaches are not only meaningless anymore, but they make us feel dirty as well.
So how do we push fearful managers past their reticence? How do we persuade CMOs that the fail-safes of the past may fail – and that new techniques might actually create the transactions we need to hit? Here are some basic concepts from previous presentations, compacted down to a 20-minute talk.
First off, let’s talk about marketing. This business, this craft of the outbound voice - classic monolog marketing - is highly refined. It’s taught in advanced university degrees, it has a plethora of trade organizations. Of course it would, it’s had 100 years to mature.
I remember as a kid watching Bewtiched, mostly because of a childhood crush on Elizabeth Montgomery but also because I thought Darren Stevens had the coolest job on the planet: selling creative ideas. And his agency was a classic example of how business approached consumers when geography and limited information worked to advertisers’ advantages and consumers didn’t have a lot of choices. In those days, simple approaches like “good to the last drop” or “tastes good like a cigarette should” could work.
Secondly, entire industries are sprung around the tools. There’s a Direct Marketing Association. An Email Marketing Association. A word of mouth marketing association. There’s a trade org for nearly every miniscule sub-practice of marketing. Advertising, PR, event marketing – each are their own highly refined science. And we have lots of specialty agencies in each subpractice who’ve made millions focusing on various marketing channels.
There’s a huge lexicon around marketing. Call-to-action, pre-campaign analytics, market penetration, reach and frequency – when small business owners listen to many marketers, I’m sure they’re confused at best.
Finally, this marketing machine, which controls trillions of dollars of spend, is incented, rewarded and focused on skill with the outbound voice. This leads to job security which is a powerful motivator toward…keeping the status quo.
And so, when the connective power and community size of various social networks became more clear to marketers, they and/or their agencies often saw social sites as tasty media morsels - easy to reach audiences ready for the taking. Agencies took their honed intrusion skillset to Facebook, YouTube and MySpace, buying display ads and later, branded social network presences. “I’ll take a fan page and a Twitter campaign, and oooh, look at this tasty MySpace promotional opportunity!”
But of course, the numbers weren’t there. This turned off advertisers, who didn’t understand that push and intrusion was what consumers were trying to evade. I spoke to the managing director of a huge digital agency who said, “yeah, we tried creating ads for Facebook. We didn’t see much in terms of revenue. So we’re not very interested in social media.”
That sound you heard was me slapping my forehead.
Advertisers didn’t realize that advertising on social networks was like Amway salesmen showing up at a private dinner party. No one wanted them there – it wasn’t the right context in which to sell.
Let’s take a look at consumers. We’ve got attention deficit, we’re fragmented by a million niche interests, and we feel time-starved. In fact, there’s a Girl Scout merit badge for Time Management. We’re so bad we’re trying to teach young girls how to wring every single second of productivity out of their days. That’s nuts.
And what’s up with the guys talking on the phone while they’re on the can? I don’t want to hear that, you don’t want to hear that. If we’re talking on the phone while relieving ourselves, perhaps we’re a little too time-starved.
We’re incredibly distrustful of advertising, spoilt silly by customization of everything from apparel to website profiles to even our cars. We can get media anywhere, anyhow, anytime. And concerning this media, time starvation has transformed us into “snack media” consumers…with time only for small snippets of information – not long-form commercials or page after page of website content.
And with the advent of widespread internet technologies, the power has shifted from manufacturers and “opinion-makers” to consumers.
SEARCH lets us find anything we want, anything we feel relevance with.
Consumers can also EXPRESS themselves like never before. Traditionally this was done over the back fence, around the water cooler, or over the phone. Now, we can express our opinions to a vast audience – or important audiences.
Finally we can SHARE things we find. We can share things we love, and why. We can also share things we HATE. And that might be the most recent interaction with your company.
The stark reality for marketers like me: generally, consumers do not want, nor need marketing, advertising or PR.
This is a HUGE wakeup call for marketers. A lot of what we do is unwanted – in particular, interruptive, intrusive advertising efforts.
Consider this: the consumer has a quest or task: to find information about a solution to a problem they face. That could be dentures that don’t fall out, the safest baby strollers, whether or not “organic” and “natural” mean the same thing, or where they might go for dinner tonight. What do advertisers do to try to achieve their own goals? Interrupt, intrude, block, sidetrack and in general, stop consumers from their goals.
When marketers (and the companies they are marketing) work toward their own efforts and against consumers, marketing spend loses efficacy, relevance and most importantly, CREATES DISTRUST. Look at the flashing, blinding LED billboards on the freeway – the ones with video or animation. Advertisers are desperately trying to get your attention. Yet it’s not to help you…it’s to hit a sales target. You know it. They know it. And they’re willing to have you jeopardize your life and safety in the hopes you’ll call that 1-800 number.
That’s not the kind of business I want to be in.
In the past, we had a small group of people in the press, in advertising, who were forming opinion for the masses. And since the masses had no real way to be heard, we primarily had monologue.
But now, there are MANY voices bombarding your market – in equal volume. Employees can be heard as easily as investors or customers or the government – sometimes their voices are louder than your marketing spend. It’s the New Cacophony.
And with such a cacophony, when you have a decision to make or a problem to solve, it’s human nature to seek out recommendations from people you trust.
We do this when risk is higher, when there are more choices to sift through, and, because we’re time starved, when we just don’t have the time to dig into things.
Where do people turn? To peers. Nearly 60% of those surveyed in our 2008 trust study believe what “a person like me” says about an organization. This has gone up 7% in one year.
Whom do they believe in least? Marketers. You can see here that in younger age groups, people trust advertising the least of all sources. Think about that: traditional marketing mixes are the least credible source of information for an entire generation of consumers.
Maybe it’s time for business to rethink how we approach and engage with our markets.
Peer recommendation is also self-reinforcing. If I mention to a trusted friend or colleague that I LOVE Virgin America and had an awesome experience with them, that opinion will generally be trusted. But if I mention that to you and you hear the same thing from someone else, the trust jumps to 78-83%.
So clearly word of mouth is highly influential. It’s also widely shared.
Social media and networking allow us to spread our word of mouth influence across geographic boundaries. Our Trust Barometer shows that between 56 and 63% of opinion elites were likely to share opinions and experiences about companies they trust or distrust online.
And here’s a thought: because of Google’s archiving abilities, these opinions transcend the boundaries of time, as well. So a negative opinion posted in 2005 will be easily found in 2008, long after it’s been corrected.
Finally, trust drives preference. We see here that fully 88% of opinion elites choose to buy from trusted firms, and 85% refuse to by from distrusted firms. The purchasing decisions of influencers are hugely driven by trust or a lack of it.
And leads us to perhaps the most important point of all: Trust drives transactions. Much more so than intrusion/interruption marketing.
I counsel my clients that you don’t need an advertising strategy. You don’t need a Twitter strategy. And you certainly don’t need a “social media strategy.”
You need a Trust Strategy.
How do you minimize things that can kill trust? That doesn’t mean silencing market dialogue, but it does mean engaging naysayers at times and working to mitigate negativity. But also, it means provide more great, valuable content about your brand/product/company to be found, rather than interrupting a consumer’s journey. And show interest in your market, not your revenue goals. The revenue will come when consumers feel they’re not being exploited.
Also, work on the internal value chain to correct issues in customer service, corporate social behavior and delivery that would generate loud, public negative voice. Quality product or service is always the best way to generate trust.
Finally, empower the market to spread the good word about your offering. Provide them with valuable functionality or content and make it easily shared. In fact, make it effortless to share.
These are a few thought-starters on how to use social programs to create shareable value.
On a final note, I counsel my clients to consider the lens in which they perceive social media.
I’m 47, and people my age were generally taught to “put your best foot forward.” “Never let them see you sweat.’ Be the most presentable to the widest possible audience. Don’t offend. Never talk about politics or religion in business. Don’t give anyone any details to use against you.
In other words, cast your net as widely as possible in ways that don’t offend.
But millenials have been trained completely differently. They could care less about formalities. They are happy to share personal information and are willing to give up privacy if it means better connections with like minds.
So what might feel “weird” to you, if you’re in the older group, doesn’t feel weird at all to younger folks who are in your market. In fact, they’d prefer warts and all.
Consider the business suit. How important is it that you wear one? Chances are, if your buyers are older, wearing formal business attire is very important and leads to trust. But with younger generations, wearing a suit actually means you’re less likely to be trusted.
If a suit is important within your organization, I’m thinking you’ll need to talk about this “lens difference” with more people.
So to wrap up, I really encourage you all to rethink your entire approach to your market. All that spend on direct mail blasts, on tradeshow booths, on ad campaigns or radio spots: what if that went toward a salary or two of community engagers who could not only monitor and guide the dialogue around your brand, but could engage with key markets and demonstrate value to prospective brand zealots? The 5% response rate to your direct campaign: what if that campaign budget went to a remarkable video or a Facebook branded fan page that corralled conversation among trust networks?
Be in the endzone, don’t be interference.
And finally, trust already exists between people. Don’t try to buy new trust – instead, leverage word-of-mouth and the trust already inherent between consumers.
RETHINK.
You can find me all over the web. I do my primary business networking on Facebook (that’s right), share my presentations on SlideShare, comment on trends and events on Twitter. You can also follow it all, should you have time and interest, on FriendFeed.
THANK YOU.
Eric Weaver
Brand Dialogue
+1 206 905 9328