giant ux conference: the meaningfulness revolution: how the experience mindset is reshaping...

Presented by Kate ONeillThe Meaningfulness RevolutionHow the Experience Mindset is Reshaping Marketing

twitter: @kateo @koinsights#giantconf


[STRONG, ENTHUSIASTIC START:]

Something radical is happening to marketing. And it needed to.

descr:Marketing aint what it used to be. (Thank goodness.)

Gone are the days when merely being slick and pushy would result in long-term profitability. The era of data-validated customer insights is giving preference to marketers who understand how to create a meaningful and relevant connection with customers, giving user experience an advantage in effectiveness.

In this session, meaningful marketing expert Kate ONeill will explore the overlap between meaningful experiences and effective marketing, and offer an approach to an integrated framework that places the customer first, emphasizes knowledge gathering, and, over time, results in greater profitability.

The aim of marketing is to know and understandthe customer so wellthe product or service fits him and sells itself.

Peter Drucker, Superhero


The problem isnt this guy. This guy pretty much had it right.

(Thats what marketing was.

Or maybe could have been.)


Thats what marketing WAS. Or maybe could have been. But marketing has changed a lot since its early days.

(What marketing became:)


image source: www.answerbag.com


image source: www.signs4retail.com




Because then this guy came along.

DraperDruckerImage credit: funfonix.com

vs.



And for a few decades, we found ourselves in this quandary where measurable, results-oriented, knowledge-centric, research-driven marketing was, well, less sexy than eye-popping creative.




[this slide: about me - mindmap]

Theres a lot to my story, as Im sure there is to yours, and there are many ways to describe who I am and what I do and what I have done.

But Ill just call your attention to a few things on this zany mind map of my life: linguist by educationbut I sort of grew up professionally through technology

I have a company called KO Insights. We focus on strategies that lead to better customer relationships. Previously I founded a marketing analytics agency called [meta]marketer, and I ran it for 5 years But what has fascinated me professionally for many years now is one particular idea, and its an idea that Im pretty convinced about: that if you as a business focus on customer experience and work to get that right, that you as a business will be more profitable.

Ive tested that idea by working in healthcare, e-commerce, education, entertainment, manufacturing, consumer goods, and other industries, across some really big companies and some really small startups, too (including Netflix when it was a small startup).

And as a side note, Ive also lived in Nashville for 12 years now, and Ive served the city in a variety of grassroots and organized roles that have to do with developing it and promoting it.

All of this to say, Ive come at this from a whole bunch of different angles. And I find that there are some universals.

[next slide: my work has always been about relevance and meaningful experiences]

My work has always been about relevance and meaningful experiences.



[this slide: my work has always been about relevance and meaningful experiences]

Throughout all of my work, there's been this recurring theme of meaning, of relevance, of human understanding, of communication of knowledge, and of experiences.

I would say that, more than anything, my lifes work is about meaning.

So once again, what do I mean by meaning?

[next slide: three ovals]

Internet marketingthe reign of Madison Avenuemarketing grows as a sciencebasic concepts emerge1900s1920s1940s1960s1980s2000sFor decades, marketing shifted to being creative-driven:



If you plot the rough timeline of the development of marketing as a discipline

The solution:YOU.

twitter: @kateo @koinsights#giantconfUser experience is changing marketing.


image source: www.doriegreenspan.com(pretend this is coffee)

twitter: @kateo @koinsights#giantconfIf youd slept on a Super-AwesomeSleeper5000, you wouldnt need this coffee.






And the trick is to introduce a process through which we can interact more meaningfully all the time with customers and learn from that interaction.

What used to be good old-fashioned marketing discipline went to dwell in the geeky land of analytics.In other words...


But now theres data everywhere, and marketing is held accountable for measurable success.

twitter: @kateo @koinsights#giantconfMeaningful marketing is about learning.

Its about knowing the customer/fan/community and taking meaningful action based on that knowledge.One of my truths:


twitter: @kateo @koinsights#giantconfMarketing is a knowledge center.



[this slide: Marketing is a knowledge center.]

Marketing is a knowledge center.

[next slide: ]

What does empathy have to do with it?


twitter: @kateo @koinsights#giantconfmarketing with meaning isbeing relevantinformed by dataa sensible approachauthenticbeing pushydone by instinct alonetouchy-feelycontrivedmarketing with meaning isnt



meaningful marketing is the ongoing process of developing more profitable customer relationships by better understanding your products value, the customers motivations and by using increasingly relevant experiences to ensure success

but wait, that sounds a lot like the definition of marketing

Test.

twitter: @kateo @koinsights#giantconfUse data to get smarter.

twitter: @kateo @koinsights#giantconfAnalytics are people.


twitter: @kateo @koinsights#giantconfRelevance is a form of respect

twitter: @kateo @koinsights#giantconfMeaning is relevance

twitter: @kateo @koinsights#giantconfWhat do I mean by meaning?


[this slide: what do I mean by meaning?]

And I guess, if were going to get all existential about it, we have to ask: what do we even MEAN when we talk about MEANING?

[next slide: lets back up]


[this slide: three ovals]

Well,

Theres a premise in linguistics that there are three parts of communication

what the speaker intends to communicate, the message itself, and what the listener receives.

[next slide: shared understanding]


[this slide: shared understanding]

The overlap between these three is where there is shared understanding, or, you could say, where the meaning is. The more in alignment the three parts are, the more meaning is conveyed.

[next slide: context]


[this slide: context circle]

And theres the larger context of the conversation which is always framing the way meaning can be understood. Its everything from the relationship between the speaker and the listener, to the where, when, how, and why of their interaction. And its important to understand here that when I say speaker I also mean company or brand and when I say listener I also mean customer or user. Or student. Or parent.

And when I say context, I also mean place. But sometimes the place is part of both the context AND the message AND, if youre lucky, the shared understanding.

[next slide: back to home and wandering]

local coherence

The Age of the Infovoreby Tyler CowenContext


twitter: @kateo @koinsights#giantconfThe Marketing Funnel Essentially,all models are wrong, but some are useful. George E. P. Box, StatisticianEmpirical Model-Building and Response Surfaces, 1987



So mkt funnel is not a factthought technology invented by people

Evernote create buttons

twitter: @kateo @koinsights#giantconfEvernote create buttonsall of them create a new recordany media can go in once the record is createdreducing cognitive complexityeven while increasing it?

twitter: @kateo @koinsights#giantconfDigital and physical experiences blending more and more

twitter: @kateo @koinsights#giantconfMeaningful storytelling

twitter: @kateo @koinsights#giantconfSign up for our upcoming webinar with promo code GIANT for 20% off: Meaningful Storiesbit.ly/mgflstories

June 30Want more help with brand storytelling?



[this slide: brand storytelling webinar]

by the way, theres this webinar

this will be something you can use for your work, but also for you in your personal brand

[next slide: Take inventory of your stories.]

All of user experience is metaphor.


twitter: @kateo @koinsights#giantconfWhat is metaphor

twitter: @kateo @koinsights#giantconfmeatphors

twitter: @kateo @koinsights#giantconfmetaphorsconstrict, constructframelimit information to dimension of relevancemake meaning from chaotic complexity


making meaning from chaotic complexity

What does meaning even mean?At what layer does it happen?Image credit: Magritte / Wikipedia



One way to describe the difference between meaning and meaningfulness is in one of my favorite pieces of art, The Treachery of Images by Magritte. The representation of the pipe is an abstraction from the object of the pipe. This may not be a perfect comparison to meaning and meaningfulness, but if you can wrap your head around how meaning is the pipe and meaningfulness is the representation of the pipe, then you and I are on the road to a shared understanding.

Part of the work of marketing is to know your meaningful metaphors.



image source: www.doriegreenspan.com(pretend this is coffee)



twitter: @kateo @koinsights#giantconf(What marketing can become.)

twitter: @kateo @koinsights#giantconfAn emphasis on empathy and purpose in marketing (and in life overall) and an effort to create meaningful experiences.


twitter: @kateo @koinsights#giantconfThoughtful strategy that might help bring about progress along with profits.


twitter: @kateo @koinsights#giantconfMore companies trying to create more meaningful engagement with customers. And measuring it.And then improving.


twitter: @kateo @koinsights#giantconfthank you!Facebook: /kateoneillpageLinkedIn: /kateoneillTwitter: @kateo

connect with me here:Image credit: Robbie Quinn (http://robbiequinnphotography.com/)



[this slide: thank you and connect]

[next slide: KO Insights logo]

Talk to me.Twitter: @kateoFacebook: /kateoneillpageLinkedIn: /kateoneill



[this slide: questions?]

[next slide: into action]

Sign up for our upcoming webinar with promo code GIANT for 20% off: Meaningful Storiesbit.ly/mgflstories

June 30Want help with brand storytelling?Dont forget!



[this slide: dont forget - brand storytelling webinar]

dont forget to register for this webinar if you wan help with your brand storytelling

and rememberthis will be something you can use for your work, but also for you in your personal brand

[next slide: thank you and connect]


[this slide: ]

[next slide: ]






another way to look at it


in a marketing context, that looks like this

giant ux conference: the meaningfulness revolution: how the experience mindset is reshaping...

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