Matching membership needs now and in the future: Lessons for Associations from a Silicon Valley star
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Daniel Kirby, Co-Founder of Marketing Technology Association presents on: Why technology should be your priority – even if it makes you uncomfortable!; The Cloud and other buzzwords – what they mean; Don’t let the tail wag the dog: how to approach new technology; Actionable metrics & optimising your organisation; A scientific approach to design; Iterative business models: ‘failing fast’.
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Matching membership needs now and in the future: Lessons for Associations from a Silicon Valley star
- 1. HOST SPONSOR #ACTech15 ORGANISED BY Co-Founder Matching membership needs now and in the future: Lessons for Associations from a Silicon Valley start-ups Daniel Kirby Marketing Technology Association
- 2. LESSONS FROM SILICONDan Kirby, co-Founder The Marketing Technology Association @TheDanKirby
- 7. 1. Why you should care 2. How to choose
- 8. 1. Why you should care
- 12. YOUR BRAND HERE
- 15. August 2014
- 17. What does this all mean to you? The customer is now in charge The sales funnel is blown to bits The economy is all about the experience Data is the driver of decisions Innovative technology underlies it all
- 18. “the experience they {the consumer} have – good or bad — may be instantly shared, resonating in search and social circles for all time. This makes customer experiences the definition of our brand.” Scott Brinker Marketing Technology Blogger
- 19. = $1.2BN
- 20. 2. How to choose
- 26. How could you enhance your customer’s experience?
- 27. WHERE IS THE DIVIDE? Marketing becomes technology, and technology becomes marketing. Both are about the customer experience.
- 39. “If something that takes 18 months and costs a ton of money results in failure, that’s catastrophic. But if four days of effort by a three- person team doesn’t pan out, that’s completely acceptable, right?”
- 40. Todd Park previous CTO of US Federal Government
- 47. 1. Why you should care 2. How to choose
- 49. INTRODUCE MTAAdd graphics here – and URL etc Slide needs to be created
- 50. HOST SPONSOR #ACTech15 ORGANISED BY www.associationsnetwork.org www.associationscongress.com
Notas do Editor
- Hi there, I’m Dan Kirby. I am co-founder of the Marketing Technology Association, which launched this year I am also CEO of a company called Techdept. We act as an outsourced technology innovation lab for brands like Microsoft, NBC Universal and BBC Children In Need. Techdept has developed its own products and apps, and invested in tech start ups Through this we have been immersed in the world of silicon valley start up thinking, from which we have learnt a LOT about how busienss will operate in the future And not just tech businesesses – any business, or organisation And it is these lessons I want to share with you today – this is the big picture, the ‘big shift’ You can tweet me @TheDanKirby Now I’m going to start with a word association game: what do you think of when you think of the word “technology”?
- Do you think of the latest Tech Gizmo?
- Or all those baby photos on Facebook?
- Or perhaps our robot overlords from the future…
- But the problem is that most people feel out of control in all this change, that as sands are shifting all the time – that it’s impossible to keep up.
- Amusing and bamboozling This universe is changing all the time To me a marketeer you need to be aware but have a depth of understanding of what’s available Amount of data Amount of tech How do you make an indformed choice – that job is now on your esk not the IT
- The point of this marketing technologist is to ensure that customer is at the heart of all of this It’s not about using new technology for the sake of it but about recognising customer needs and understanding what tools / tech is available to you to deliver against this
- The point of this marketing technologist is to ensure that customer is at the heart of all of this It’s not about using new technology for the sake of it but about recognising customer needs and understanding what tools / tech is available to you to deliver against this
- There’s no excuse for a poor product anymore and wrapped up beautifully Lipstick on a pig If you’re lucky you’ll get away with it – but that’s not a business strategy Access to data is more prevalent than ever Culture of collaboration means refinement and improvement Why should anyone have to market a poor product or service any more. Marketing can remain doing what it is defined to do – add genuine value to a person / community Recognising a consumer, innovating and responsding to that with a product / service to deliver against this Using marketing skills earlier in the planning process
- Renowned physicist Richard Feynman
- http://steveblank.com/about/ teaching entrepreneurship to both undergraduate and graduate students at U.C. Berkeley, Stanford University, Columbia University, NYU and UCSF.
- Innovation rather than creativity