dandelion marketing (tel aviv edition)
DESCRIPTION
The presentation given on Dec. 30th in Tel Aviv at the US-Israel Chamber of Commerce. Co-sponsored by DLA Piper and Signal Corp.Background here: http://jer979.com/clients-and-testimonials/telavivdandelion/TRANSCRIPT
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DANDELION MARKETING….INCREASE YOUR ODDS OF GOING VIRAL
@jer979
Jeremy EpsteinMarketing [email protected]
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WAS IT ONLY A
PRINTING PRESS?
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Tools vs. Implications
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#1: Power of Permission
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#2: Ridiculous Reach of the Individual
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#3: It’s an Attention Economy
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#3: It’s an Attention Economy
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49% Watch to
End
GO!YOU’VE GOT 90 SECONDS…
@jer979
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It’s an Attention Economy
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No Attention, No Chance of Trust
Attention Trust Revenue
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Correlation BetweenTrust & Revenue
0
10
20
30
40
50
60
70
17
64
AIRLINES NPS
Average Jet Blue
Jet Blue:7.4% Increase & 2009 Profit
Source: 2010 NPS Industry Benchmark Report
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0
10
20
30
40
50
60
70
80
90
2027
33
78
69
78
AverageUSSA
BANKING & INSURANCE NPS
Banking
USAA:2009 Best Year Ever
Home Insurance
Auto Insurance
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Correlation BetweenTrust & Revenue
Source: 2010 NPS Industry Benchmark Report
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0
10
20
30
40
50
60
70
80
90
37
78
COMPUTER HARDWARE NPS
Average Apple
Apple:Own ½ Total PC Revenue in 2009
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Correlation BetweenTrust & Revenue
Source: 2010 NPS Industry Benchmark Report
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0
5
10
15
20
25
30
35
40
45
22
41
CELL PHONE SERVICE NPS
Average Verizon
Verizon:10.7% Increase in 2009
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Correlation BetweenTrust & Revenue
Source: 2010 NPS Industry Benchmark Report
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SPARK THE VIRAL INFERNO
OUR BEST HOPE?
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But…VIRAL is the EFFECT
228 Million Views!
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No Attention,No Chance of Viral
AttentionViral
Viral
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EarnCommand/
Demand
So What Can We Do?3 Possible Solutions
Pay $$$
Attention
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You Don’t Earn Just Once…
You Earn It Over & Over &
Over again!
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Peter Drucker on Marketing
“The enterprise has two—and only two—
basic functions: Marketing and Innovation.”
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Peter Drucker on Marketing
The aim of marketing is to make selling superfluous.
- Peter Drucker
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DANDELION MARKETING
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Nature deliberately
wastes resources in
order to thrive.
Why? Because scattershot
strategies are the best way to ‘fully
explore the potential space.’
*Adapted from Chris Anderson
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DANDELION MARKETING
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We’re Going to Increase the Odds (Part 1)
THE FRAMEWORK
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SMALLER BETS,
MORE OFTEN
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1:1 Advertising
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Lenovo Case Study
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900Marketing Activities
Market Share
27%
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BE REMARKABLE
IN ALL YOUR TOUCHPOINTS
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Your Business Cards
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Your OOF Message
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Your Email Signature
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Your Instructional Videos
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Your Invoices
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You’re JNJ. Whenever the hell you want.
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Your Events (and Meetings)
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Your Pricing
$...9.79
“LOL, I love the .79
cents!!” -Michelle Scobie,
Microsoft
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Your Employees’ 1st Day On the Job
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Trade Show Booths
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Every Touchpoint Matters
Every Action
Eve
ry P
iece
of C
onte
ntE
very Custom
er
Engagem
ent
“We therefore must get incredibly disciplined about
managing all our touch-points.
Every action, every piece of content, and every customer engagement, is a moment of
truth in establishing and building a brand.”
- Mich Matthews, SVP Marketing, Microsoft
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IGNITABLEENVIRONMENT
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CREATE AN
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Make It Easy To Share
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Make It Easy To Share
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Word of Mouth (WOM) Triggers
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Offer Browser ViewingAt least 8 Ways to Share
Wondering about BPOS Marketing? Check out this presentation by Never Stop Marketing!
Make Documents Social
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Or If You Want to Embed - Just Copy the Code
Make Documents Social
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DANDELION MARKETING
THE CULTURE
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We’re Going to Increase the Odds (Part 2)
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WHAT IS YOUR COMMANDER’S
INTENT?
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FAILURE?
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DO YOU TOLERATE
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High Fault Tolerance
Take Risk
Tolerate Failure
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FEEL OR LOOK?DO YOU FOCUS ON
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Your Brand Manager
“People won’t remember what you say.
They won’t remember what you do.
They will remember how you make them
feel.”
- Maya Angelou
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Slick Used To Mean Professional
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MARKETER?IS EVERYONE A
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Long Tail of Branding…
Single-Minded Proposition
Creating Secondary, Tertiary Brand Propositions
*From The Elongating Tail of Brand Communication
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Make Everyone a Marketer
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Even Someone Else’s Janitor…
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FEEDBACK?ARE YOU GETTING RAPID
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Rapid Feedback Loops
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MARKETING DEVELOPMENT?
ARE YOU READY FOR AGILE
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Agile Marketing Development
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“[Democratization of marketing is]
the most important transition we are making.”
- Jim Farley, Ford Global Marketing VP
The Secret Is Out
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Marketing’s Darwinian Moment
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Twitter: @jer979
Linkedin.com/in/jer979
Facebook.com/neverstopmarketing
www.neverstopmarketing.com
THANKS FOR YOUR ATTENTION!