This is my Trust presentation rewritten from the perspective of the practice of branding. Presented on 10/21/09 at the International Internet Marketing Association October meeting.
Your Brand? OUR Brand. (Designer Edition)Eric Weaver
My presentation from the October 2009 Seattle Graphic Artists Guild. This one discusses the process of branding as it applies to smaller businesses and independent contractors.
My process, shown here at a high level, is an amalgam of best practices from Landor, Ogilvy and JWT...without the $300 words. :)
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
The Future of Creativity - People's Insights by MSLGROUPyann le gigan
Les 15 commandements de la créativité
La créativité est plus que jamais le nerf de la guerre des RP. C’est ce que révèle une étude Publicis Consultants / MSLGROUP, à travers le témoignage de ses experts. Février 2015
This is an introduction to a model, that helps us understand digital communication. Afterwards you can discuss the goals and briefing foundation for a lot of cases you'll see in digital marketing
Lean Marketing: New Rules for the Social & Real Time WebFernando Polo
The same "change" that Toyota introduced decades ago, has to be applied to marketing and creativity these days... Fragmented media and consumer attention... We are impatient, we want everything done yesterday.
Of course, we are talking about Real Time Marketing, but not only real time: it's the lean philosophy in its entirety that has to be taken into account. Agile development, short cycles, trial and error, etc
Strategy is overrated. Digital startups are showing us the way to success in our century. Innovate: think fast, create something people can use as fast as you can, listen, fine tune, try again...
A new methodology for times where the user is the king. Empowered users deciding everything one click at a time. You have to make People -not Product/Brand or Service- your new compass.
#PeopleFirst
Your Brand? OUR Brand. (Designer Edition)Eric Weaver
My presentation from the October 2009 Seattle Graphic Artists Guild. This one discusses the process of branding as it applies to smaller businesses and independent contractors.
My process, shown here at a high level, is an amalgam of best practices from Landor, Ogilvy and JWT...without the $300 words. :)
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
The Future of Creativity - People's Insights by MSLGROUPyann le gigan
Les 15 commandements de la créativité
La créativité est plus que jamais le nerf de la guerre des RP. C’est ce que révèle une étude Publicis Consultants / MSLGROUP, à travers le témoignage de ses experts. Février 2015
This is an introduction to a model, that helps us understand digital communication. Afterwards you can discuss the goals and briefing foundation for a lot of cases you'll see in digital marketing
Lean Marketing: New Rules for the Social & Real Time WebFernando Polo
The same "change" that Toyota introduced decades ago, has to be applied to marketing and creativity these days... Fragmented media and consumer attention... We are impatient, we want everything done yesterday.
Of course, we are talking about Real Time Marketing, but not only real time: it's the lean philosophy in its entirety that has to be taken into account. Agile development, short cycles, trial and error, etc
Strategy is overrated. Digital startups are showing us the way to success in our century. Innovate: think fast, create something people can use as fast as you can, listen, fine tune, try again...
A new methodology for times where the user is the king. Empowered users deciding everything one click at a time. You have to make People -not Product/Brand or Service- your new compass.
#PeopleFirst
Perpetual leadershift - Digital strategy and change management go hand in handJenny Williams
The digital revolution is one of the most disruptive forces now at work in the business world. Transformation in response to this force requires most companies to rethink what digital really means. It is no longer sufficient to think in terms of web sites and other digital assets. Similarly, evolution is now so much more than focusing on managing discrete changes that a particular technical innovation may require, the speed of change requires a far more fluid and dynamic mode of management. This session will look at some of the heroes of the digital age and the key factors that enhance or hamper an organisations ability to rise to the challenge of a constantly evolving business environment.
From Hype to Impact: Applying This Year's SXSW Highlights to Business Transfo...Publicis Sapient
Three of our global thought leaders explore the most coveted topics at SXSW, practical applications to our clients’ business (and our own), and how SapientRazorfish takes these highlights from hype to reality.
Whether you were in Austin or not, top trends are not difficult to find. Which is why we’re taking it a step further. Not only have we shared our takeaways from this year’s sessions, but we've also examined how the conversations at SXSW relate to business reimagined for a connected world.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
Y&R Global Planning Director Sandy Thompson delves into the concept of "Living Brands" and details how today advertising should focus on moving brands from static entities to actively living and participating in the world around us. "When it comes to marketing I think we need to stand up and fight the comfort that we have built into the old in order to discover and build new ways of helping our client's brands connect and engage with the people who matter most - their consumers," she says.
Presentation from Brian Solis, Principle Analyst and Author, given at an exclusive Q&A and book signing hosted by Adobe in London on 12 July 2013.
During his talk, Brian examined:
- The rise of the connected customer
- How leadership can survive Digital Darwinism
- The Four Moments of Truth through navigating the evolving landscape of new consumerism
- How to align user experience with innovation and leadership in order to improve business performance and engagement
This is the deck that we presented at SxSW this year. My (firm) position was that social media strategy is something that every planner/strategist needs to know.
Digital Summit 2016: The Digital Nomad Marketing StrategyGeoffrey Colon
When you bet on platforms or set up property, you miss where human customer behavior could move. When you crunch too much data, you miss the bits of information that really help you determine how to execute a truly unique and successful business strategy.
While the world is over-inundated with discussions on using platforms like search, social, messaging, email, out of home channels, the digital nomad marketer doesn’t see siloed platforms but a holistic world of opportunity and experiences in which to communicate.
By thinking about how people live and behave in the world is the starting point of all modern marketing strategy and a total inversion from how marketing has been taught and executed for the last 50 years.
Geoffrey Colon works at the intersection of marketing, tech, and popular culture. Data punk, DJ, podcaster, and author, Geoffrey is a communications designer at Microsoft, where he leads a team of disruptive marketers to develop creative and analytical strategies for the company’s search advertising business. Previously he was vice president of digital strategy at Ogilvy & Mather, digital communities supervisor at 360i, and social media specialist at Bond Strategy and Influence. He has written for The Futurist, Advertising Age, and Fast Company, and been quoted in the Wall Street Journal, Billboard Magazine, Advertising Age, Los Angeles Times, and on NPR. Visit Geoffrey Colon at http://geoffreycolon.net or follow him on Twitter @djgeoffe
#DisruptiveFM
Trust Drives Transactions: a presentweetion for the time-starvedEric Weaver
What if a presentation was delivered in 140-character chunks? This "presentweetion" is a revised version of my Trust Drives Transactions presentation. The Twitter feed for the presentation can also be found at http://twitter.com/PeopleBuyTrust
HYPOTHESIS: I've seen a million presentations on social media: where it's going, how we've become more connected and digital, why you need to be on Twitter, etc., etc. But none have really pointed to the Reason Why social media and social marketing have such wide adoption: because they demonstrate, build and spread TRUST.
Trust is faltering across the board as we run into myriad social challenges. Can my school district truly keep my teenage daughter safe? Will this cop go completely over the top on me for jaywalking? Will my boss protect my family's income, or kick me to the curb to cut overhead? Will my doctor truly know if this is swine flu, or misdiagnose it? As massive pillars of trust begin to shake, those of us in the business of Selling Stuff need to recognize that trust is the essential driver of all business transactions, and in a world where trust is getting beaten up, our ability to be trusted is critical to keeping the doors open, let alone growing revenue.
Marketers who may need help selling social channels in to a management team may find the premise as well as the statistics helpful.
Fantastic statistics from the incredibly smart folks at Edelman for their work in studying trust globally. Respect.
I am always open to feedback, suggestions, etc. Contact me via Slideshare or Twitter (@weave).
Comcast Social Media Conference - Facebook for Business breakoutEric Weaver
SEATTLE, WASHINGTON, USA - August 20, 2009 - Breakout session notes on Facebook for Business for non-profits looking to explore FB as an engagement venue.
EVENT: Social Networking Conference for Business, held in Bellevue, WA on May 15, 2009.
CONTENT: I am often asked about how businesses should approach Facebook as an engagement channel. This presentation will provide some basics to marketers new to Facebook.
Perpetual leadershift - Digital strategy and change management go hand in handJenny Williams
The digital revolution is one of the most disruptive forces now at work in the business world. Transformation in response to this force requires most companies to rethink what digital really means. It is no longer sufficient to think in terms of web sites and other digital assets. Similarly, evolution is now so much more than focusing on managing discrete changes that a particular technical innovation may require, the speed of change requires a far more fluid and dynamic mode of management. This session will look at some of the heroes of the digital age and the key factors that enhance or hamper an organisations ability to rise to the challenge of a constantly evolving business environment.
From Hype to Impact: Applying This Year's SXSW Highlights to Business Transfo...Publicis Sapient
Three of our global thought leaders explore the most coveted topics at SXSW, practical applications to our clients’ business (and our own), and how SapientRazorfish takes these highlights from hype to reality.
Whether you were in Austin or not, top trends are not difficult to find. Which is why we’re taking it a step further. Not only have we shared our takeaways from this year’s sessions, but we've also examined how the conversations at SXSW relate to business reimagined for a connected world.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
Y&R Global Planning Director Sandy Thompson delves into the concept of "Living Brands" and details how today advertising should focus on moving brands from static entities to actively living and participating in the world around us. "When it comes to marketing I think we need to stand up and fight the comfort that we have built into the old in order to discover and build new ways of helping our client's brands connect and engage with the people who matter most - their consumers," she says.
Presentation from Brian Solis, Principle Analyst and Author, given at an exclusive Q&A and book signing hosted by Adobe in London on 12 July 2013.
During his talk, Brian examined:
- The rise of the connected customer
- How leadership can survive Digital Darwinism
- The Four Moments of Truth through navigating the evolving landscape of new consumerism
- How to align user experience with innovation and leadership in order to improve business performance and engagement
This is the deck that we presented at SxSW this year. My (firm) position was that social media strategy is something that every planner/strategist needs to know.
Digital Summit 2016: The Digital Nomad Marketing StrategyGeoffrey Colon
When you bet on platforms or set up property, you miss where human customer behavior could move. When you crunch too much data, you miss the bits of information that really help you determine how to execute a truly unique and successful business strategy.
While the world is over-inundated with discussions on using platforms like search, social, messaging, email, out of home channels, the digital nomad marketer doesn’t see siloed platforms but a holistic world of opportunity and experiences in which to communicate.
By thinking about how people live and behave in the world is the starting point of all modern marketing strategy and a total inversion from how marketing has been taught and executed for the last 50 years.
Geoffrey Colon works at the intersection of marketing, tech, and popular culture. Data punk, DJ, podcaster, and author, Geoffrey is a communications designer at Microsoft, where he leads a team of disruptive marketers to develop creative and analytical strategies for the company’s search advertising business. Previously he was vice president of digital strategy at Ogilvy & Mather, digital communities supervisor at 360i, and social media specialist at Bond Strategy and Influence. He has written for The Futurist, Advertising Age, and Fast Company, and been quoted in the Wall Street Journal, Billboard Magazine, Advertising Age, Los Angeles Times, and on NPR. Visit Geoffrey Colon at http://geoffreycolon.net or follow him on Twitter @djgeoffe
#DisruptiveFM
Trust Drives Transactions: a presentweetion for the time-starvedEric Weaver
What if a presentation was delivered in 140-character chunks? This "presentweetion" is a revised version of my Trust Drives Transactions presentation. The Twitter feed for the presentation can also be found at http://twitter.com/PeopleBuyTrust
HYPOTHESIS: I've seen a million presentations on social media: where it's going, how we've become more connected and digital, why you need to be on Twitter, etc., etc. But none have really pointed to the Reason Why social media and social marketing have such wide adoption: because they demonstrate, build and spread TRUST.
Trust is faltering across the board as we run into myriad social challenges. Can my school district truly keep my teenage daughter safe? Will this cop go completely over the top on me for jaywalking? Will my boss protect my family's income, or kick me to the curb to cut overhead? Will my doctor truly know if this is swine flu, or misdiagnose it? As massive pillars of trust begin to shake, those of us in the business of Selling Stuff need to recognize that trust is the essential driver of all business transactions, and in a world where trust is getting beaten up, our ability to be trusted is critical to keeping the doors open, let alone growing revenue.
Marketers who may need help selling social channels in to a management team may find the premise as well as the statistics helpful.
Fantastic statistics from the incredibly smart folks at Edelman for their work in studying trust globally. Respect.
I am always open to feedback, suggestions, etc. Contact me via Slideshare or Twitter (@weave).
Comcast Social Media Conference - Facebook for Business breakoutEric Weaver
SEATTLE, WASHINGTON, USA - August 20, 2009 - Breakout session notes on Facebook for Business for non-profits looking to explore FB as an engagement venue.
EVENT: Social Networking Conference for Business, held in Bellevue, WA on May 15, 2009.
CONTENT: I am often asked about how businesses should approach Facebook as an engagement channel. This presentation will provide some basics to marketers new to Facebook.
(CLICK THE "MORE" LINK TO SEE THE FULL SPEAKER NOTES)
AUDIENCE: Advertising professionals
VENUE: Seattle Ad Club November 2008 luncheon
SYNOPSIS: Last year we gave an intro into social tools. This year we're showing how brand communications can use these tools to be part of the consumers' solution rather than an obstacle in their paths.
SPEAKER NOTES:
(For the sake of this presentation, I will use "consumers" as a generic term that would include B2B "customers.")
SLIDE 1:
Last year, Publicis' Laura Porto Stockwell and I presented to you. Those of you who attended remember that we discussed demographics, trends in culture leading to the emergence of social media as a powerful communication/community channel, and walked through numerous social tools such as Twitter and Facebook. A lot has happened in the past year. We're assuming most of you are using social tools and our discussion today will be more about where we go from here.
SLIDE 2:
Since our last presentation, one in four of you has a new employer. Bloggers are regularly cited both on broadcast news as well as in the traditional press. Facebook has shot past long-time social network champ MySpace to become the largest social site. In fact, if Facebook were a country, it'd be the 11th largest, between Japan and Mexico.
Many brands have taken to social sites and engaged in social marketing programs. Starbucks, Dove, AllState, and many more have embraced these tools in fantastic ways. Also, the Obama campaign has proven the true power of this medium.
SLIDE 3:
Forrester Research created their Technographic model to categorize the various levels of participation in the social space.
(for more about Technographics, go to http://www.slideshare.net/jbernoff/social-technographics-explained)
SLIDE 4:
This year, Forrester updated their data and we can see several trends over the last 12 months. First, the number of people creating content has only grown marginally. But a large percent of the Inactives have become Spectators and Joiners. Critics and collectors are up as well, indicating significant numbers of Inactives are moving into the social space and participating, meaning the notion that social media might be a "fad" is clearly a falsehood. Once consumers have discovered the utility of collecting or joining, once they've found value in being able to express themselves or consume information, they will NOT relinquish that.
SLIDE 7:
Last year I showed a Google search on the word "Comcast". Comcast's official sites showed up at the top, along with this hilarious and very critical video, at position #7, made by a disgruntled Comcast customer. The video, showing a Comcast technician sleeping on the customer's sofa, had garnered 1.2MM views. [ LINK: http://video.google.com/videoplay?docid=-6958342899875420422&hl=en ]
SLIDE 8:
This year, Comcast has moved from target to participant, and is using Twitter to service customers. As people encounter problems with their service, they can interact directly with Comcast's Frank Eliason and get their problems resolved.
SLIDE 9:
Last year, Starbucks often appeared to sit on the sidelines of the social space. Many were perplexed by their seeming avoidance of social tools. This Twitter user is clearly curious as to why Starbucks is not active on Twitter.
SLIDE 10:
This year, Starbucks took to the social space in a huge way, opening up MyStarbucksIdea to solicit operating ideas...
SLIDE 11:
...as well as creating an online community centered around doing good and volunteerism. They clearly are a social wallflower no more.
SLIDE 12:
So....should you be advertising on social sites? Not exactly. Here's why.
SLIDE 13:
Advertisers initially approached social sites like grazers at a buffet table. Each site looked like a juicy morsel of captive audience. 120-million actives! High disposable income! High literacy demo! Insane growth rates! These appeared to be perfect venues in
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.
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.
Talent is Social: Sourcing & Vetting Candidates via Social MediaEric Weaver
"Talent is Social" is a presentweetion (PPT delivered in 140-character chunks) aimed at organizations looking to use social media to source and vet candidates. It includes watchouts for companies once candidates have been hired and are using social media, and a few tips for jobseekers at the end.
This presentweetion was created for the Social Media 101 Conference held on 9/25/09 at Microsoft Campus in Bellevue, Washington.
While I have managed many teams over the years and have run my own agency, I am neither a lawyer nor an HR professional and consequently welcome all commentary and dialogue.
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
Branding, Trust and the Empowered Consumer: Mumbai EditionEric Weaver
My presentation from the 2009 World Brand Congress in Mumbai. It discusses the concept and practice of branding in the context of consumer trends, social trends, and the collapse of trust in our audiences toward marketers and marketing. Peers have become the most trusted group, yet we continue to kill consumer trust through intrusion, interruption and self-interest.
Time, attention and trust have shrunk, while product choice and media noise have exploded. Social channels provide us with the ability to gain back the one thing we can change: trust. Under pressure in this global recession to drive revenue? The old tactics no longer work. You need to regain trust.
This is a larger presentation than my traditional Trust preso. It covers more ground. I encourage branding professionals, marketers and advertisers interested in growing revenue to consider your approach through the lens of trust and through channels like social marketing that build trust.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation I noticed several trends that led me to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which I call the Attraction Model.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
Business people in corporations and SME struggle with the notions of ‘design thinking’ & ‘design research’. Here are 8 ‘business’ figures to explain the value of Design Thinking & Design Research for organizations.
Here's the recap of my in-class presentation for the 9th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 23 we got granular and talked about Data, but not just on obsessive detail. Instead, we focused on the idea that data can help propel better stories, more effective media and more useful technology. Many thanks to Patty Henderson from Magnet360 for stopping by to share her perspective; and a big thanks to Chris Wexler and Kristen Findley for sharing their links and resources. Please note the Creative Commons license. Thanks.
Social Media and Advertising: Ad Club 10/07Eric Weaver
AUDIENCE: Advertising agencies
OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.
In this new report, Engauge executives share their perspectives on the most important challenges and opportunities facing the advertising industry, revealing thought-provoking ideas about what it takes to truly engage consumers in today’s culture.
Emerging technology insights include evaluations of the most important platforms for digital marketing and what to expect from interactive TV, as well as key takeaways from the retail industry on managing convergence.
The report also features critical perspectives on important issues in contemporary culture, including privacy concerns in the social media ecosystem, and the radical reorientation of the relationship between brands and consumers.
Increasingly, companies succeed or fail not on superior technology but on superior user experience design. This talk looks at the ROI of UX design with three examples of startups that leveraged design to disrupt their fields and beat the competition.
Social media marketing, in its many forms, has taken the business world by storm. The compelling speed, costeffectiveness and customer engagement benefits of social media campaigns are rewriting the rules of marketing. But so much is happening so fast that it’s impossible to keep track of all the options. The good news is that you don’t have to boil the ocean. Effective social media campaigns require a disciplined approach to setting strategy, choosing tools and building customer affinity. Stay focused and you’ll be fine. In this presentation, you will learn:
* The strengths and weaknesses of the major social media platforms as marketing and public relations tools.
* How to choose the right tools for a campaign.
* Strategies for tracking performance and measuring success.
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
What happens when everything is connected to everything.Duncan/Channon
2012 RE:DESIGN/Creative Directors Conference, Portland. Abstract: Digital technology and the social web have collapsed the practice (or at least the impact) of brand identity development, advertising, and user-experience design into a creative singularity. A discussion on managing an agile design process (among other things) to keep up.
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.
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.
Be Seen, Be Found, Be Engaging (Calgary Edition)Eric Weaver
CALGARY, ALBERTA, CANADA - June 23, 2011 - My presentation from #mrushift. This is very similar to my other Be Found presentations other than some tweaking for Canadian audiences.
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.
People are the Media (DDB Edmonton Edition)Eric Weaver
EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients.
AUDIENCE: Marketers, advertisers, brand managers
OPPORTUNITY: To rethink traditional approaches to marketing to leverage both traditional AND social means, to create engagement, influence and activation, rather than mere "awareness" or conversation.
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.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
1. Your brand? OUR BRAND.
Branding in the Era of the
Empowered Consumer
Eric Weaver | Tribal DDB
10/21/09
2. Tonight
◼ Definitions and realities
◼ Four cultural changes that have turned the world upside-down
◼ Trust and its impact on revenue
◼ Rethinking the brand in terms of trust
◼ Social media branding makeovers
◼ Final thoughts/Q&A
2
4. Branding: a dog’s breakfast? Disparate definitions:
is it identity? Experience? Advertising? Gut
feeling? A promise?
October 21 at 6:31pm - Comment - Like - See Wall-to-Wall
4
5. Slight prob: suggesting any expense of time/
money that does not support a quarterly earnings
goal is often political suicide.
October 21 at 6:32pm - Comment - Like - See Wall-to-Wall
5
6. My def’n: the process of crafting a UVP and
platform for reception (& now interaction) w/one’s
market. Have to go to mkt with something.
October 21 at 6:33pm - Comment - Like - See Wall-to-Wall
6
7. Old-school control of brand, msg is a bit like
controlling gossip. You may “steer” it but really,
that’s about it. O.M.G. Did u see that tagline?
October 21 at 6:34pm - Comment - Like - See Wall-to-Wall
7
8. Why? BOOMERS = propriety. Trained in formalities, don’t
offend, guarded means safe, not so great with “random.” Suit &
tie = trust.
2:57 PM Oct 21 from PowerPoint
GENS X&Y = affinity. Formalities ignored, sharing means
finding, tech is easy, random is life. Consider your lens. Suit
& tie = distrust.
2:57PM Oct 21 from PowerPoint
8
9. In fact, 66%
of customer
touchpoints
are now
CUSTOMER
GENERATED
6:35 PM Oct 21 from
PowerPoint
(McKinsey Quarterly, June 2009)
11. THE REALITY: your brand is now our brand.
Branding must consider social implications.
6:40 PM Oct 21 from PowerPoint
12. Let’s look at the business of
promoting a brand.
less than a minute ago - Comment - Like
12
13. Outbound mktg is a $1TT
machine. Each niche = a full
industry. We're rewarded for
storytelling/ intrusion/
repetition. Unchanged in 150
yrs.
6:41 PM Oct 21 from PowerPoint
13
15. Commercialism starting to smell like self-interest.
Consumers flee to social netwks where they
could connect w/like minds, pitch-free.
6:45 PM Oct 21 from PowerPoint
16. For marketers, social netwks
looked like a smorgasbord of
opportune audiences.
OOH YUMMEH!
6:47 PM Oct 21 from PowerPoint
16
17. What’d we get? Same ol’ same ol’.
“Look over here! A chance to WIN!” #yawn
October 21 at 6:48pm - Comment - Like - See Wall-to-Wall
17
18. Traditional ads in
social netwks are
like #amway
salesmen showing
up at a cocktail
party. Not the right
context, kids. #fail
6:51 PM Oct 21 from
PowerPoint
18
19. The waning
Outbound Voice:
RT @TNSMedia
Intelligence US ad
spend plunges
14.2%; only online
posts growth.
6:52 PM Oct 21 from
PowerPoint
19
20. Four major cultural changes are killing the
outbound model and amplifying dialogue.
less than a minute ago - Comment - Like
20
21. CHANGE #1: trust has fallen off a cliff. (RT @edelman)
6:55 PM Oct 21 from Edelman Trust Barometer
21
22. RT @edelman: “banks, automotives, media and
insurance hit hardest in US.” Wonder abt schools,
cops, doctors (societal pillars)
6:56 PM Oct 21 from from Edelman Trust Barometer
22
23. CHANGE #2: time starvation,
micro-niche interests,
endlessly-customizable
media options, expecting free
information
6:59 PM Oct 21 from PowerPoint
23
24. #SEARCH: people, products,
info, media I care abt;
#EXPRESSION via blogs,
opinion sites, ratings;
#SHARING what we like, or hate
About a minute ago - Comment - Like
Generally, consumers don’t
need advertising, marketing or
PR (#TimeToRethink)
7:00 PM Oct 21 from PowerPoint
24
25. BLOGGERS
CUSTOMERS TRADE ORGS
CHANGE #3:
the new cacophony.
EMPLOYEES 7:02 PM Oct 21 from culture
INVESTORS
MEDIA
ANALYSTS
MARKETERS
GOVERNMENT
25
26. CHANGE #4: people turn to PEERS when
risk is high, more choices to review, less
time for research. #remarkable
7:04 PM Oct 21 from PowerPoint
26
27. Most credible ppl giving me company/product info? 47%
believe in PEERS. 13% trust marketers. #wakeupcall
#outboundvoice
7:05 PM Oct 21 from 2009 Edelman Trust Barometer
27
28. Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63%
25-34 share trust/distrust on the web.
7:06 PM Oct 21 from 2008 Edelman Trust Barometer
28
29. Trust drives preference:
91% choose to buy from
companies they trust, 77%
refuse the distrusted.
Bottom line: TRUST
DRIVES
TRANSACTIONS.
7:07 PM Oct 21 from 2009 Edelman
Trust Barometer
29
31. Rethinking the brand in terms of trust
less than a minute ago - Comment - Like
31
32. Growing revenue not abt clever, elegant, loud. Not abt tools!
Nor Ashton/Oprah. Not abt Social Media change. IT’S ABT
PPL TRUSTING YOU.
7:08 PM Oct 21 from PowerPoint
32
33. CONSUMERS WANT PROOF OF INTENT: “How much
more would u trust a company for taking these actions?”
7:10 PM Oct 21 from Edelman Trust Barometer
33
34. So build a trust strategy. Where are u trusted?
distrusted? Reexamine brand attribs, think thru
proof points and executional steps.
less than a minute ago - Comment - Like
34
35. DON’T KILL TRUST W/INTRUSION: Don’t interrupt search.
Be found/referred. Don’t talk abt ur value, demonstrate it.
7:12 PM Oct 21 from PowerPoint
BUILD PROOF POINTS. Demonstrate u know ur stuff, a
vision for sector/mkt, that others took a chance & benefitted,
that ur ethical, easy, trustworthy.
7:12 PM Oct 21 from PowerPoint
EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU.
Give customers a voice. Amplify their words. Make value
sharing effortless.
7:13 PM Oct 21 from PowerPoint
35
36. Look for and target ur
organization’s trust soft-spots.
Rebuild trust there w/proof pts.
Be real. Take fodder from
conspiracy theorists.
7:14 PM Oct 21 from PowerPoint
36
48. Social media is so NOT a fad. Google gave us search.
SocMed gave us sharing, connecting. Consumers will not
give up this ability.
7:26 PM Oct 21 from PowerPoint
Social Media reflects that we are time-starved creatures
trying to get our day back, rather than being shallow.
Sharing = finding lk minds.
7:26 PM Oct 21 from PowerPoint
One more thing for marketers to do: more like engaging ur
market where they prefer to be. How’d that last trade show
budget work out?
7:27 PM Oct 21 from PowerPoint
48
49. RECAP: Rethink your entire brand and mktg approach from
a prospective of trust and with a wider lens.
7:28 PM Oct 21 from PowerPoint
Build trust by being found, demonstrating your knowledge,
your vision and offering proof of trustworthiness. #linkedin
7:28 PM Oct 21 from PowerPoint
Finally, use social marketing to leverage the EXISTING
TRUST already established between peers, rather than
buying new trust.
7:29 PM Oct 21 from PowerPoint
49
So what’s up with branding? It used to be that large branding specialty firms like Landor and Interbrand took home handsome sums to do deep dives into audience’s minds, test messaging, craft value propositions, and produce strategist that informed creative efforts. But recent surveys show huge disparities in a basic understanding of what branding is. Is it identity? A consumer’s experience? Kids from b-schools are equating it with advertising! Or is it the classic Ogilvy definition: a promise to purchasers of consistent behavior, experience and benefit?
And how did we get to this sorry state? Simple. Any corporate activity that does not support a quarterly goal is pushed aside for the quarter. Which means from now until a branding “crisis” hits.
This includes messaging, positioning, integration of strategic goals into an offering’s DNA. It’s not unlike the classic cocktail party metaphor. When you go to a party, you choose your dress, hairstyle, brush your teeth. You may affect a manner, try to be entertaining. You may wear a lampshade on your head. You may be a wallflower. But you decide these things before leaving the “house.”
Now, you can do all that work and be the best, most interesting person you can be. But as in real life, your market will react to your stated brand attributes. Only THIS time, that gossip is LOUD. It is not controllable. At best, you can coach or steer it.
Our brand, including you. You craft and present your brand but consumers can make a huge impact on market perception. Despite this sounding dire, it’s actually an incredible opportunity for marketers.
Comcast now has a staff of 10 handling customer service over Twitter. Response times are considerably quicker than through the call center, and they have been awarded by Forrester Mktg as an example of a customer-focused innovator.