Just when marketers thought it was safe to employ mainstream digital strategies an increasing number of hyper-connected customers are changing the game with social media – bypassing strategies like search and email marketing altogether! They’re choosing non-traditional paths to discover products and services. This presentation gives a hype-free look at what’s driving today’s ’social’ shift and understanding how to adapt existing marketing and business models to drive results. Here, I discuss why customers are hungry for experiences– not just products/services and how successful marketers are converting into publishers. I show you how to build a business case for or against social marketing investments.
“Empowering Consumers with Experiences That Drive Profits” Jeff Molander at Loyola University 2008
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5. The Opportunities Doc Searls Co-author, The Cluetrain Manifesto Fellow at Harvard’s Berkman Center for Internet & Society “ Advertising is about supply finding and ‘creating’ demand. [There is] nothing wrong with that. At its best, it’s good and necessary stuff. But think about what will happen when demand can find and create supply.”
8. “ It was never about the computers. It was never about the applications. It was never about the sales channels. The Internet was always about the people, which is why email, IM, multi-player gaming and similar developments have always been the ‘killer apps’ of the social Web.” Brian Clark GMD Studios
38. How to Publish & Drive Sales (getting invited to the party)
39. “ You are interrupting their life. All advertising is unwanted. So if you’re going to crash the party bring some Champagne with you.” Bob Thacker OfficeMax Inc.
56. The Business Goal of Social Web Companies Make EVERYONE a creator! 100% - creators 100% - synthesizers 100% - consumers Try to make it EASIER for everyone to participate in all roles.
73. “ It’s moving slowly now for us, but we’re seeing growth and see it as a huge opportunity for users to build hundreds of thousands of ‘commercials’ for [PETCO products].” John Lazarchic Petco
Who I am – personal story: Former digital insider who’s tired of the BS and the LIMITATIONS it creates. Illustrate: The CMO Problem. Reason why: Tactics placed before strategy, lack of willingness to get out of the “branding” mentality and into the SCIENCE of it all (direct response). Lack of honest interest in the science. Lack of excitement or curiosity within the walls of marketing. Where are the business analysts?