FOWA 2007 London - Mindshare Marketing - A workshop on How the Social Web impacts the company - customer relationship! The rules have changed

1. Stop Yelling &
Start Weaving
Mindshare Marketing
FOWA 2007 Workshop
October 5, 2007
Deborah Schultz
www.deborahschultz.com
http://www.flickr.com/photos/belljar/18171527/

2. Good Morning!

3. Today’s Workshop
‣ Who are we?
‣ Who are you? Why are you
here?
‣ The Forces at work
‣ New Marketing Philosophy
‣ The Human Skills
‣ Some specifics
http://www.flickr.com/photos/platinum/4003281/

4. Who am I?
‣ The “Slash Queen” [ / ]
‣ Social Software/Social Media
Strategist/
‣ Marketer/Communicator/Geek,
Catalyst/Connector/Customer
Advocate
‣ Marketing Director, Six Apart
‣ Executive Director, Wall Street
Rising, Downtown Info Center
‣ VP Marketing, Citibank
Deborah Schultz
www.deborahschultz.com

5. Who are you & why are you here?
‣ How many of you work at start-ups?
‣ How many of you are “in-charge” of marketing?
‣ How many of you consider yourselves marketers today?
‣ How many of you are developers?
‣ What do you expect to learn today?
‣ Now, why are you really here?

6. The Forces at Work
Live Web - 24/7
Decentralized lives
Democratization of tools
Velocity of information
Media fragmentation
Empowered individuals
http://www.flickr.com/photos/44799719@N00/330191406/

7. So, what does this mean?

8. We are overwhelmed

9. http://www.flickr.com/photos/amagill/180202581
Spray & pray does not
People are not listening
work

10. The uninvited guest
http://www.flickr.com/photos/sarey777/429469554/

11. We’re not “elusive”
We’re annoyed.
http://www.flickr.com/photos/ratterrell/40634731/
source: © uri baruchin: getting through

12. Nobody trusts advertising

13. Spam, Deceptive, Fraudulent
Source: NielsonOnline ‘07

14. “There are no markets for messages”. - Doc Searls

15. quot;It's not about telling and selling, quot;It's about relationships”

16. This is a fundamental culture shift
...not about the tech bling

17. The “M” word. Debunking Marketing
• Talking not announcing
• Listening not surveying
• Paying attention not getting attention
• Organic not static
• Problem solving
• Everyone is a marketer - product,
customer service, engineers,
customers
Nod to David Armano for slide concept and Doc Searls for bullet 1,2,3 from the Ogilvy/Technorati white paper

18. http://www.flickr.com/photos/gordonr/42555739/
The Toolkit

20. The Ecosystem - Use it
Twitter
Digg
Presence
IM
Social Media
Stumble
Tools Facebook
Myspace
Upon Del.icio.us
Jaiku
Flickr Pownce
Other
Social
Widgets
YoutTube Vox
Search Tagging Networks
Photo &
Video Sites FanSites
Other
Email
Chat
Technorati
Forums
Events
YOU Blogosphere
Dinners Google
[company Presence
or
Video
Events individual] RSS/
(offline) Meet-up Blogs Feeds
Wiki(s)
IM Podcasts
Conference
Mass Media
Partners
TV
WIkia
Print
Wikis
Wikipedia Radio
Others
Competitors Customers

21. The Toolkit
‣ On your site -
‣ Blogs, rss, forums, email
‣ Out at the edges
‣ Blogosphere, social networks, photo & video sites,
‣ Offline (aka the 3D world)
‣ Events, meet-ups, conferences, dinners

22. Blogs
‣ Immediate and ongoing connection
‣ Provides a human face and voice for the company
‣ Enables you to join the community
‣ Be proactive and quick to react
‣ Low barrier to entry - just get started

23. Podcasting & Videocasting
‣ Video Services: YouTube, Google Video, Metacafe, blip.tv,
Revver, PhotoBucket
‣ Photo Tools: Flickr, PhotoBucket,
‣ Desktop Tools: iMovie, Quicktime, Audacity, Adobe
SoundBooth, Acid, Picasa, Photoshop

24. Wikis
‣ Editable web pages
‣ Great for collaboration on evolving projects with many people
‣ Need tending
‣ Types: hosted vs. server side
‣ Hosted: Socialtext, jotspot, PBwiki
‣ Server: Mediawiki, instiki

25. Decentralization - Feeds & Widgets
‣ A great listening tool
‣ Customize em
‣ Track sites passively
‣ Reduce email overload
‣ Need tending

26. Social Networks/Media Tools
‣ Get out there into the community
‣ Anything on your blog/site can link out
‣ Post screenshots to flickr, upload videos to youtube
‣ Create a presence
‣ Product/community page, events calendar
‣ Ensure you are easy to find
‣ Use tags, social bookmarks
‣ Use the same screen name/image across the ecosystem

27. Skills required for
today’s Marketer
• Listener
• Connector
• Critic
• Partial geek
• Detective
• Catalyst
• Diplomat
• Juggler
• Approachable
• Intuitive
• Inquisitive
• driven by relationships
http://www.flickr.com/photos/aoisakana/264436278/

28. How do you tune these skills
1. Be authentic 6. Be a catalyst
2. Participate 7. Engage online
3. Get transparent 8. Engage offline
4. Find your 9. Know when to “let it
communities go’
5. It’s not about 10. The love you give is
technology equal to the love you
get

29. Deep breadth
So how do you think this relates
to you?

30. Some Practical Steps
‣ Look away from the bling
‣ Be remarkable
‣ Design experiences
‣ Be human
‣ Develop your ecosystem
‣ Create opportunities to interact
‣ Be easy to find
‣ Partner/co-create
‣ Measure & Iterate

31. This is not about technology
Not about a viral video
...or a blog
..........or a facebook app
...........................or social media
....................................or community
It is about your business your product and your customers
How, when and where they are receptive to you
[and it better work, be easy to understand and add value to
my life]

32. Be remarkable
‣ Be unusual
‣ Be surprising
‣ Be different
‣ Break rules
‣ Be a storyteller

33. 2
Community features
3
Open source sharing/embedding
1
Videos that play without
4
choosing media plavers
Playlists, related items and more
A remarkable story told in new
Dove evolution ways
source: © d. armano

34. Be human
‣Hire someone dedicated to being “out there”:
‣ A customer advocate, evangelist or community manager
‣ An educator
‣ “Amongst the people” interacting with the community
where they live
‣ The human face of the company
‣ Cross-functional - not just a marketer
‣ A foil for the company

35. Multiple touch points create a “conversation ecosystem”
2
Web
widgets
3
Mobile
4 Web version
1 Desktop widgets/applications
7
6 Start page / feeds
Virtual words
5 Mash Ups
source: © d. armano

36. Create opportunities
to interact
‣ Offline
‣ Online
‣ Partnerships

37. Be easy to find
‣ Google can find you..forever.
‣ Search, Tags
‣ Username
‣ use the same username across all platforms
‣ Links
‣ provide opportunity for reciprocity and velocity

38. Partner/co-create

39. Partner/co-create

40. Company as enabler Promote your fans and
customers

41. So get out there and relate
it’s in your nature!
you wont be sorry

42. Thanks, btw
Deborah Schultz
www.deborahschultz.com