the digital-social revolution in marketing. 7 practical ideas to change the way you market

WHY SHOULD I EVEN CARE?

DIGITAL-SOCIAL REVOLUTION

BEING SOCIALIN FRONT OF TVREMEMBER HOW IT WAS?

WE WATCHED WHAT WAS BROADCAST

AND SENT DOWN THE TUBE

READ WHAT WE WERE TOLD ABOUT BY THE

EDITOR

ANDPONDERED

THINGSTHAT ARRIVED

IN THE MAIL

BUT SOMEHOWIT HAS CHANGED

THERE WAS A GROUND SWELL

WHERE THE BALANCE OF POWER SHIFTED FROM ONE-

WAYAND BROADCAST

TO WHERE THE NEWS & THE STORY HAPPENS IN BOTH DIRECTIONS

AND WHERE SOCIAL NORMS ARE CHANGINGONE VIEWAT A TIME

AND PEOPLE ARE SHARING ONE TO ONE,AND ONE TO MANY,IN POWERFUL WAYS

PHOTO OF A BREAST CANCER SURVIVOR’S TATTOO GOES VIRAL AFTER FACEBOOK TRIES TO

REMOVE IT

WITH NEWINFLUENCERS & EDITORS OF OURMEDIA CONSUMPTION

visualizing friendships

ALL AT THE SPEED OF LIGHTWITH FRIENDS

AROUND THEWORLD

LET’S PAUSEFOR A MOMENTTO CONSIDER

WHAT HASN’T CHANGED?

STORIES STILLCONNECT US

TO EACH OTHER AND FROM ONE GENERATION TO THE NEXT

A PICTURE IS STILLWORTH A 1000 WORDS

GETTINGTOGETHERSTILL MATTERS

WE STILL “GATHER” IN FRONT OF TV EVEN IF IT IS ON FACEBOOK

THAT A HANDSHAKEAND A NETWORK MAKE BUSINESS HAPPEN

AND THAT CHANGE IS INEVITABLE TO GROW

WE ARE FACED WITH A CHOICE:

READ THE WRITING ON WALL OR

HANG ONTO THE PAST

7 STEPS TO NAVIGATE THE DIGITAL-SOCIAL REVOLUTION

SO WHAT WOULD THIS DIFFERENT CHOICE BE LIKE? HERE ARE:

1. UNDERSTAND IT’S ABOUT PEOPLE – NOT A FACELESS MARKET

DIGITAL MEANS YOU CAN CONNECT 1-TO-1 WITH BUYERS

2. KNOW WHAT YOU STAND FOR

UNDERSTAND THE POWER OFBRAND EQUITY

3. DEVELOPSALES CAMPAIGNSTHAT NURTUREA RELATIONSHIP

HARD SELLING IS BECOMING

DECREASINGLYEFFECTIVE

4. STORIES REALLY MATTER

THEY ARE SHARABLE AND INHERENTLY SOCIAL

THEY DEVELOP THROUGH A

TWO-WAY DIALOGUE

5. PUBLISH CONTENT THAT • CONNECTS• EDUCATES• ENGAGES

6. EMBRACE MARKETING TECHNOLOGY

MAKE SURE WHAT YOU BUILD IS

FIT FOR CONVERSATION

BELVEDERE VODKA WAS FORCED TO APOLOGIZE FOR THIS AD

USE IT TO CONVERSE WITH PEOPLE

“Data gives us a closer relationship”

7. UNDERSTAND WHAT TO MEASURE THEN MAKE SURE YOU MEASURE

IT

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