media bistro n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Media bistro PowerPoint Presentation
Download Presentation
Media bistro

Loading in 2 Seconds...

play fullscreen
1 / 30

Media bistro - PowerPoint PPT Presentation


  • 7 Views
  • Uploaded on

A webinar on Marketing in the new Conversational Age, part of a Mediabistro series. http://j.mp/kj9MjT

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

Media bistro


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
    Presentation Transcript
    media bistro

    Media bistro

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

    decade of disruption ul li social media upended

    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>

    ul li mob becomes crowd

    <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

    from the 70s 90s ul li the ascent of geeks

    . 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>

    causes for disruption ul li distrust

    . 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>

    2000 years of slow change ul li face to face

    . 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>

    then 10 years of disruption ul li conversation

    . 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>

    ul li part 4 li ul ul li the customer centric

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

    customer at the center ul li lou gerstner

    . 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>

    lou gerstner

    . 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>

    scott cook at intuit ul ul li a brand

    . 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>

    24 sap we re staying ul li 2 million

    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>

    25 from dell hell to listen respond confidential

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

    26 kraft cutting remarks confidential

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

    28 customer centric advantages ul li improved

    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.

    29 marketer s changing role ul li broadcast

    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>

    30 shel israel email address @shelisrael

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