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Media bistro

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  1. Media bistro Marketing in the New Conversational Age A Mediabistro Social Media Boot Camp Webinar session Summer, 2011

  2. Part 1 What has Happened?

  3. Decade of Disruption <ul><li>Social Media upended all institutions </li></ul><ul><li>Conversations replaced broadcast </li></ul><ul><li>World got flatter </li></ul><ul><li>Gate keepers flattened </li></ul> Decade of Disruption <ul><li>Social Media upended all institutions </li></ul><ul><li>Conversations replaced broadcast </li></ul><ul><li>World got flatter </li></ul><ul><li>Gate keepers flattened </li></ul>

  4. <ul><li>Mob becomes crowd </li></ul><ul><li>SM is everyday toolset </li></ul><ul><li>From skunkworks to process </li></ul><ul><li>Markets as conversations </li></ul>Conversational Age Emerges <ul><li>Mob becomes crowd </li></ul><ul><li>SM is everyday toolset </li></ul><ul><li>From skunkworks to process </li></ul><ul><li>Markets as conversations </li></ul>Conversational Age Emerges

  5. Part 2 How we got here

  6. Fire Starters of Conversational Age

  7. The 50s: Lies & Losses

  8. Rock beats Marriage

  9. The 60s: Crowd Power

  10. . From the 70s-90s <ul><li>The Ascent of Geeks </li></ul><ul><li>From commune to startup </li></ul><ul><li>World peace. Fails </li></ul><ul><li>PC & Web Succeed </li></ul>

  11. . Causes for Disruption <ul><li>Distrust of institutions </li></ul><ul><li>Contempt for marketing messages </li></ul><ul><li>Frustrated by shouting at TV </li></ul><ul><li>Tools of recourse </li></ul>

  12. . Part 3 Marketing’s Full Circle

  13. . Greek Marketplace

  14. . Marketplace Conversations

  15. . Local Shop Succombs…

  16. . … To Big Blocks

  17. . 2000 Years of Slow Change <ul><li>Face-to-face </li></ul><ul><li>Word-of-mouth reputation </li></ul><ul><li>Localization > gentrification </li></ul><ul><li>Personal > general </li></ul><ul><li>Dialog > monologue </li></ul>

  18. . Then 10 Years of Disruption <ul><li>Conversation scales </li></ul><ul><li>Control erodes </li></ul><ul><li>‘ Eyeballs’ grow humans </li></ul><ul><li>Institution adapt or die </li></ul><ul><li>People move to center of org chart </li></ul>

  19. . <ul><li>Part 4 </li></ul><ul><li>The Customer-centric Enterprise </li></ul>

  20. . Customer at the Center <ul><li>Lou Gerstner at IBM: ‘Don’t ask me’ </li></ul><ul><li>SAP Communities ‘We’ll stay’ </li></ul><ul><li>Self-support </li></ul><ul><li>Reduce time-to-market </li></ul><ul><li>Bands of Champions </li></ul>

  21. . Lou Gerstner at IBM <ul><li>‘ Don ’ t ask me ’ </li></ul><ul><li>Decide closest to customers </li></ul><ul><li>Tech to build community </li></ul>

  22. . Scott Cook at Intuit <ul><ul><li>‘ A brand is no longer what we tell consumers it is. It’s what they tell us it is.’ </li></ul></ul>

  23. 24. SAP: ‘We’re Staying <ul><li>2 million in communities </li></ul><ul><li>Part of ecosystem </li></ul><ul><li>$80 billion ecosystem </li></ul><ul><li>SAP Hosts business </li></ul><ul><li>Bands of champions </li></ul>

  24. 25. From Dell Hell to Listen & Respond Confidential and Proprietary. © 2010 Bazaarvoice, Inc.

  25. 26. Kraft & Cutting Remarks Confidential and Proprietary. © 2010 Bazaarvoice, Inc.

  26. 27. L.L.Bean’s Itchy Twitchy Feeling

  27. 28. Customer-centric advantages <ul><li>Improved products & services </li></ul><ul><li>Faster response to problems </li></ul><ul><li>Reduced time-to-market </li></ul><ul><li>Improve loyalty </li></ul><ul><li>Increase profits </li></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc.

  28. 29. Marketer’s Changing Role <ul><li>Broadcast Era </li></ul><ul><li>Send Messages </li></ul><ul><li>Control </li></ul><ul><li>Customer as target </li></ul><ul><li>Make people want </li></ul><ul><li>Conversation Age </li></ul><ul><li>Talk, listen, respond </li></ul><ul><li>Engage </li></ul><ul><li>Customer as heart </li></ul><ul><li>Serve people’s wants </li></ul>

  29. 30. Shel Israel [email_address] @ShelIsrael GlobalNeighbourhoods.net