Every disaster is a chance to learn... or at least to try out your crisis management PR skills. Here's what we learned from some PR blowups in the last 12 months.
Komfo Summit is all about enabling meaningful moments. Stay ahead of the curve with chatbots, customer service, data activation, ROI, AI, machine learning, influencers, and much more.
What is this presentation about?
With 8+ years of experience with global brands like BMC Software, LinkedIn, Save-A-Lot, and Winn-Dixie, Carlos is an award-winning Snapchat evangelist who shares insights on how to turn the new social media norm for millennials and Generation-Z into a powerful engine for leveraging brand storytelling.
Brief overview: Usage of Social Media in GamblingMarie Talak
The slides for my speech at Georgia Gaming Congress 2016.
Feel free to contact me if you have any questions, or if you find an error that needs to be corrected. Thanks!
Every disaster is a chance to learn... or at least to try out your crisis management PR skills. Here's what we learned from some PR blowups in the last 12 months.
Komfo Summit is all about enabling meaningful moments. Stay ahead of the curve with chatbots, customer service, data activation, ROI, AI, machine learning, influencers, and much more.
What is this presentation about?
With 8+ years of experience with global brands like BMC Software, LinkedIn, Save-A-Lot, and Winn-Dixie, Carlos is an award-winning Snapchat evangelist who shares insights on how to turn the new social media norm for millennials and Generation-Z into a powerful engine for leveraging brand storytelling.
Brief overview: Usage of Social Media in GamblingMarie Talak
The slides for my speech at Georgia Gaming Congress 2016.
Feel free to contact me if you have any questions, or if you find an error that needs to be corrected. Thanks!
Vortrag von Larry Kim auf der AllFacebook Marketing Conference 2018 in München.
Vortrag:
https://conference.allfacebook.de/session/larry-targeting/
Über Larry:
https://conference.allfacebook.de/speaker/larry-kim/
Konferenz:
https://conference.allfacebook.de/
Social Media Shakedown of Top UK Brands in December 2013Unmetric
It was celebration time in the UK as brands churned out content with the Christmas theme to engage with their fans on social media. Most of the brands ran contests and gave away prizes in accordance with the season of giving.
The Human Communication Playbook by Graham Brown (Get the PDF) Graham Brown
Leadership Storytelling Podcast in the Era of the Machine. 7 Storytelling strategies for leaders in the 2020s by Graham D Brown.
- Transformation Storytelling
- Data Storytelling
- Authentic Storytelling
- Customer Storytelling
- Many to Many Storytelling
- Culture Storytelling
- Agile Storytelling
The Asia Matters Report by Graham D BrownGraham Brown
Asia is a $27 trillion economy, 50% bigger than the EU and the US. Here's why it matters.
Graham Brown
Asia Tech Podcast
http://www.ATP.show
Asia Matters Institute
http://www.AsiaMattersInstitute.org
Ebook: 10 Tips to Grow Your Business in 2017 (Download)Graham Brown
10 Tips to Grow Your Business in 2017 by Graham Brown from Up.School. Tips, tricks and hacks to help you become a better lifestyle entrepreneur and grow your business. If you find this Ebook useful, don't forget to LIKE and DOWNLOAD.
(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your businessGraham Brown
Asia Tech Podcast http://www.ATP.show
Asia Tech Research http://www.AsiaTechResearch.com
How do you stay motivated as an entrepreneur? In this Up.School presentation I'll share hacks and techniques I use to stay productive (even when you're not feeling it)
http://www.Up.School
(Asia Tech Podcast) 25 Inspiring Quotes for Startup FoundersGraham Brown
Asia Tech Podcast http://www.ATP.show
Asia Tech Research http://www.AsiaTechResearch.com
From Mark Zuckerberg to Peter Drucker. Who inspires you? Don't forget to check out my free webinar series (link in the file)
(Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs Graham Brown
Asia Tech Podcast http://www.ATP.show
Asia Tech Research http://www.AsiaTechResearch.com
From Seth Godin to Richard Branson, words of wisdom from entrepreneurs, rabble rousers and change makers.
http://www.Up.School
Experience is the Brand (How to Build a Brand Worth Talking About)Graham Brown
Asia Tech Podcast http://www.ATP.show
Asia Tech Research http://www.AsiaTechResearch.com
We are in the business of selling emotions not stuff. Stuff is cheap and easy to copy. Emotion, however is a priceless, individual, unique experience. In this presentation, I explain why the future of marketing lies in creating powerful EXPERIENCES that customers can share and conversations that define our brands. There is also a link in this presentation telling you how to get the PDF file.
How to fix a Broken Brand (McDonalds Case Study 2015)Graham Brown
It's not all sunshine and rainbows in marketing.
What happens when your brand is broken?
What happens when you have one of the most globally recognized brands but your sales are flat even though you're spending $1.5 billion on advertising?
What happens when you're losing the youth market and competitors like Starbucks, Chipotle and Shake Shack are eating away at your market share?
Forget brand makeovers, rebrands and a better ad campaign. What McDonalds needs to stay relevant is something far more radical.
In this case study presentation I look at McDonalds. What is the root cause of the McDonalds brand marketing strategy? Why is more "branding" and more of the old ad agency model going to create more of the same problem? And how can McDonalds fix its brand through building a powerful Frontline Brand Experience?
In this presentation, I look at the shift from Branding to Brand Experience and the 3 areas McDonalds needs to focus on to fix its broken brand.
How Starbucks Became the Apple of CoffeeGraham Brown
If you owned stock in Starbucks and Apple, you'd be sitting on a 1000% return on your investment over the last 7 years.
The phenomenal rise of these two companies is the result of clear focus on their brand marketing strategy, one which required a conscious split from traditional BRANDING based advertising, to marketing fit for the 21st century: BRAND EXPERIENCE.
In this presentation, we'll look at the success story from the Starbucks side: a case study of how Starbucks became a loved brand like Apple and the 5 factors that underpin its class-leading marketing strategy.
The 6 Ways Starbucks Kills it on Social MediaGraham Brown
Did you know Starbucks gets more tags on social media sites like Instagram than McDonalds, Apple and Coke COMBINED?
No kidding. 19 million tags on Instagram - that's a lot of people sharing the Starbucks experience without the need for advertising.
In this new presentation I look at how Starbucks generates massive "earned media" with its legendary Brand Experience.
Branding is Dead: Long Live Brand ExperienceGraham Brown
What is brand in 2015? Brand is no longer what the ad agency says about your product or service but what customers say, share and experience about your company.
That means how your retail staff interact with customers or how your marketing team creates conversations at your events is more important than what's said in an advertising campaign.
This is the reality of the sharing economy in 2015. Experience is only real when shared and if customers aren't sharing your brand, you might as well be invisible.
Click here to find out more about Brand Experience and why the era of Branding is dead...
Vortrag von Larry Kim auf der AllFacebook Marketing Conference 2018 in München.
Vortrag:
https://conference.allfacebook.de/session/larry-targeting/
Über Larry:
https://conference.allfacebook.de/speaker/larry-kim/
Konferenz:
https://conference.allfacebook.de/
Social Media Shakedown of Top UK Brands in December 2013Unmetric
It was celebration time in the UK as brands churned out content with the Christmas theme to engage with their fans on social media. Most of the brands ran contests and gave away prizes in accordance with the season of giving.
The Human Communication Playbook by Graham Brown (Get the PDF) Graham Brown
Leadership Storytelling Podcast in the Era of the Machine. 7 Storytelling strategies for leaders in the 2020s by Graham D Brown.
- Transformation Storytelling
- Data Storytelling
- Authentic Storytelling
- Customer Storytelling
- Many to Many Storytelling
- Culture Storytelling
- Agile Storytelling
The Asia Matters Report by Graham D BrownGraham Brown
Asia is a $27 trillion economy, 50% bigger than the EU and the US. Here's why it matters.
Graham Brown
Asia Tech Podcast
http://www.ATP.show
Asia Matters Institute
http://www.AsiaMattersInstitute.org
Ebook: 10 Tips to Grow Your Business in 2017 (Download)Graham Brown
10 Tips to Grow Your Business in 2017 by Graham Brown from Up.School. Tips, tricks and hacks to help you become a better lifestyle entrepreneur and grow your business. If you find this Ebook useful, don't forget to LIKE and DOWNLOAD.
(Asia Tech Podcast) 7 Ways to Stay Motivated when launching your businessGraham Brown
Asia Tech Podcast http://www.ATP.show
Asia Tech Research http://www.AsiaTechResearch.com
How do you stay motivated as an entrepreneur? In this Up.School presentation I'll share hacks and techniques I use to stay productive (even when you're not feeling it)
http://www.Up.School
(Asia Tech Podcast) 25 Inspiring Quotes for Startup FoundersGraham Brown
Asia Tech Podcast http://www.ATP.show
Asia Tech Research http://www.AsiaTechResearch.com
From Mark Zuckerberg to Peter Drucker. Who inspires you? Don't forget to check out my free webinar series (link in the file)
(Asia Tech Podcast) 60 Inspiring Quotes for Entrepreneurs Graham Brown
Asia Tech Podcast http://www.ATP.show
Asia Tech Research http://www.AsiaTechResearch.com
From Seth Godin to Richard Branson, words of wisdom from entrepreneurs, rabble rousers and change makers.
http://www.Up.School
Experience is the Brand (How to Build a Brand Worth Talking About)Graham Brown
Asia Tech Podcast http://www.ATP.show
Asia Tech Research http://www.AsiaTechResearch.com
We are in the business of selling emotions not stuff. Stuff is cheap and easy to copy. Emotion, however is a priceless, individual, unique experience. In this presentation, I explain why the future of marketing lies in creating powerful EXPERIENCES that customers can share and conversations that define our brands. There is also a link in this presentation telling you how to get the PDF file.
How to fix a Broken Brand (McDonalds Case Study 2015)Graham Brown
It's not all sunshine and rainbows in marketing.
What happens when your brand is broken?
What happens when you have one of the most globally recognized brands but your sales are flat even though you're spending $1.5 billion on advertising?
What happens when you're losing the youth market and competitors like Starbucks, Chipotle and Shake Shack are eating away at your market share?
Forget brand makeovers, rebrands and a better ad campaign. What McDonalds needs to stay relevant is something far more radical.
In this case study presentation I look at McDonalds. What is the root cause of the McDonalds brand marketing strategy? Why is more "branding" and more of the old ad agency model going to create more of the same problem? And how can McDonalds fix its brand through building a powerful Frontline Brand Experience?
In this presentation, I look at the shift from Branding to Brand Experience and the 3 areas McDonalds needs to focus on to fix its broken brand.
How Starbucks Became the Apple of CoffeeGraham Brown
If you owned stock in Starbucks and Apple, you'd be sitting on a 1000% return on your investment over the last 7 years.
The phenomenal rise of these two companies is the result of clear focus on their brand marketing strategy, one which required a conscious split from traditional BRANDING based advertising, to marketing fit for the 21st century: BRAND EXPERIENCE.
In this presentation, we'll look at the success story from the Starbucks side: a case study of how Starbucks became a loved brand like Apple and the 5 factors that underpin its class-leading marketing strategy.
The 6 Ways Starbucks Kills it on Social MediaGraham Brown
Did you know Starbucks gets more tags on social media sites like Instagram than McDonalds, Apple and Coke COMBINED?
No kidding. 19 million tags on Instagram - that's a lot of people sharing the Starbucks experience without the need for advertising.
In this new presentation I look at how Starbucks generates massive "earned media" with its legendary Brand Experience.
Branding is Dead: Long Live Brand ExperienceGraham Brown
What is brand in 2015? Brand is no longer what the ad agency says about your product or service but what customers say, share and experience about your company.
That means how your retail staff interact with customers or how your marketing team creates conversations at your events is more important than what's said in an advertising campaign.
This is the reality of the sharing economy in 2015. Experience is only real when shared and if customers aren't sharing your brand, you might as well be invisible.
Click here to find out more about Brand Experience and why the era of Branding is dead...
The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)Graham Brown
Enjoy my latest presentation about how GoPro built its brand to a multi billion dollar business with virtually no money spent on Big Idea advertising. The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)
Download a sample of my latest book here
http://www.grahamdbrown.com/digital-ape-slideshare
10 Facts about Gen Y and Social Media Privacy (Total Youth Research)Graham Brown
Do Gen Y Millennials really care about social media privacy? According to our latest day they care a lot more than you think. 10 Facts about Gen Y and Social Media Privacy (Total Youth Research)
Brand Democracy: How to Tell Stories in the Social Era by Graham BrownGraham Brown
Brand Democracy: How to Tell Stories in the Social Era by Graham Brown
Brand Democracy is a bottom-up approach to marketing practiced by brands like GoPro, Zappos, Instagram, Lego and Monster Energy Drinks. Where brand management focuses on top-down brand positioning, Brand Democracy seeks to create the brand through customer conversations and interactions. Rather than managing the brand, the company curates this peer-to-peer communication by giving customers tools and a platform to share their individual stories.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
UiPath Test Automation using UiPath Test Suite series, part 4
(Graham Brown mobileYouth) Youth Marketing Dec 2009
1. twitter: @grahamdbrown www.mobileYouth.org GRAHAM BROWN RUN WITH THE LITTLE GUY CREATE SOME CHANGE
2. twitter: @grahamdbrown www.mobileYouth.org ASHTON POPE 18F USA “ I Live in a small town in the middle of Texas where there’s like 800 people. It’s kinda boring… ” __________
3. Miles twitter: @grahamdbrown www.mobileYouth.org Popn: 800 X 786 Miles Texas 1 2 3 4
7. twitter: @grahamdbrown [email_address] Telling them you’re cool Telling them in a BIG way Keep telling them... $32m
8. twitter: @grahamdbrown www.CustomersAreTheBrand.com Q: BIGGEST INFLUENCE ON BRAND, TECHNOLOGY AND PURCHASING DECISIONS FOR 16-24 YR OLDS? A: 16-24 YR OLDS SOURCE MOBILEYOUTH REPORT 2009
13. twitter: @grahamdbrown www.mobileYouth.org “ Rodeo is real popular here so people think riding dirt bikes is dumb and easy…”
14. twitter: @grahamdbrown www.mobileYouth.org “ Regular Man, None Of This Goofy Shit! “ “ As Long As It Makes The Boys Jaws Drop And The Girls Skirts Drop, Im Styling It!”
34. twitter: @grahamdbrown www.CustomersAreTheBrand.com 4 KEY QUESTIONS 1. IS THE NARRATIVE ABOUT OUR COMPANY OR THEM? 2. ARE WE SELLING STUFF OR WHAT THE STUFF DOES FOR THEM? 3. ARE YOU FOCUSING 100% OF YOUR ENERGIES ON 100% OF THE MARKET? 4. ARE YOU MARKETING TO OR ARE YOU MARKETING WITH?
35. twitter: @grahamdbrown www.CustomersAreTheBrand.com 3 QUICK WINS 1. DOWNLOAD PRESENTATIONS WWW.MOBILEYOUTHNET.COM 3. MOBILEYOUTH TOUR 2010 2. BOOK CUSTOMERSARETHEBRAND.COM
36. twitter: @grahamdbrown www.CustomersAreTheBrand.com “ RUN WITH THE LITTLE GUY CREATE SOME CHANGE”
Editor's Notes
The story of marketing to youth is the story of the little guy and change. Let’s start with the little guy… her story
Insightful statement. Reconnect with your youth – 2 factors 1) Never was there a period in our lives where boredom was such an overarching presence. Mum – I’m bored. Tidy up your room then. Not that bored 2) Hyperbole.
What does Miles Texas of Runnery County offer for young people. Here, according to the town’s website are top 4 attractions: The town library The rumley tractor weighing 15 tonnes and with a top speed of 25k The red brick road The town jail No surprise then that young people like Ashton would jump at the opportunity to do something meaningful with their existence
Rolled out the PR machine, mobilized a generation of youth who wanted to feel significant and belong. Canvassing, flying and cajouling neighbours and elderly relatives That’s all very well, what if I’m a company that wants to connect with Ashton. How? Money. $50m as a reasonable starter.
Your first $8m a rebranding exercise. Commission your creative agency to funk up, sexify and web 2 dot whatever your brand. Something young people could really relate to
Media space Still leaves you with $32, perhaps a celebrity? Don’t come cheap
Average fee for high level CPG endorsement starts at $16m Same talent agency. 3 for 2 You could spend $50m on …telling them you’re cool But you’ll still be stuck with the inconvenient truth that…. ->
We no longer live in a world where we passively accept what media tells us. We want to be part of and shape that narrative. The whole art of marketing as storytelling has changed from being about the brand to being about the customer. … so I was intrigued. If that’s the case, how do great youth brands do it? How do cool technologies catch on?
And we’ve spent the last 8 years working with some great clients – from tech to CPG to media to agencies alike understanding what works and what doesn’t work. We’ve gone out into the streets of Mandaluyong City in the Philippines, the villages outside Dhaka Bangladesh, the suburbs of Chicago and the backstreets of Harajuku in Tokyo to find out what young people think about these technology, brands and marketing. This year was the first I visited all 7 continents – Middle East, Africa, Europe, North America, South America, Asia, Australasia – covering 250,000 miles on a mission to put an end to boring marketing, boring brands and boring brand managers. Here is what I found…
Yes, there are a lot of companies out there that have a strong youth fan base But I wasn’t interested in the ones that had big marketing budgets to blow or those that had inherently great products that would be easy to market. What if I was trying to sell to young people on a limited budget to start with? What if my product wasn’t as sexy as Tony Hawk or Red Bull?
5 remarkable youth brands 4 questions you need to ask about selling your product, technology or service 3 actions you can take tomorrow morning
Pick up the story where we left off…
What is Ashton’s pain?
What is the real pain here? The pain is that these young people just want to tell their story. They tired of brands sticking their noses in their conversations, hijacking their Facebook pages and interrupting their hangouts. And this what Monster realized. ….
When BBM want to talk to MA they tell stories about their brands BPMs think Maccamphetamine wakes up thinking about their products BT think of new ways to capture his attention through more exciting technology stories What Monster did was stop trying to tell a story about the Monster brand and let the customers tell their own story.
It built a Monster Army – a place where everyone had a voice. 1 million members Ashton Pope is a rising Dirt Bike with sponsorship now turned pro. Maccamphetamine is a wannabe… and a groupie… but still has a place. UK, USA now in Canada.
Monster’s logic is : Customers are the brand. Are we trying to sell them stuff or are we trying to connect them? Yeah – but. Does it work?
Hell Yeah
Meet Jake… When he was at college in 2001 he started a web design firm called Dreamless Submissions for t-shirt designs Eventually making more money from the tees than the design he went full time on the tees in 2004
Why pick this one? TSHIRTs
Involved them in the process Etsy / Folksy 8,000 unique and individually made Flip covers created by fans 0-18% why pick this one VS SONY Pure Digital – Stop treating youth as a destination for their marketing messages and start treating them as partners in its production Cisco bought Pure Digital for $600m
WHAT IS THE PROBLEM YOU ARE TRYING TO SOLVE YOUNG PEOPLE DON’T HAVE A RED CROSS PROBLEM
Get all the information, advice and tips you need about being a teenage girl; including body changes, friendships, family, boys, beauty WHAT IS THE PROBLEM YOU ARE TRYING TO SOLVE? YOUNG PEOPLE DON’T HAVE A MOBILE CONTENT PROBLEM
Mobile operators generally do a lot of things wrong when it comes to young people but sometimes they get it right Give to get – which in a way – is very indicative of how we need to reach youth. We have to give something first now. Why pick this one? Youth offending teams Weekends. Influence 10-90 rule
If there ever was a Steve Jobs of the youth marketing world it had to be Peter Van Stolk, maverick founder of Jones Soda Steve Jobs because he went into a tough market with zero money and grew a brand to a $1bn market cap. His impact was so profound that when he left the company floundered. When Jones was hitting home runs
Their’s because of the label Where am I in this story?
Kelly’s story – tells friends Make it about them… Break some eggshells Christmas Ham, Turkey & Gravy flavored soda “ We may be a small player in the soda market, but we own the meat flavoured drink market”
Leave you with 4 key questions and then 3 things I want you to do tomorrow morning.