While many believe disruptive marketing strategies and tactics make sense for daily practitioners, they make even more sense for business decision makers and those who have the ability to influence entire organizations no matter the size.
In this presentation, Geoffrey Colon, communications designer and social data expert at Microsoft for Bing Ads, explains how CMOs need to view this new world in order to reallocate funds they spend on marketing in the near and long term future.
The world of the CMO shouldn't be about messaging or even narratives but how to inspire people to develop their own messages to carry to their network in our platform-centric world being reshaped daily by evolutions in technology.
To connect with Geoffrey follow him on LinkedIn or on Twitter @djgeoffe
Listen to his podcast Disruptive FM
Buy the book that inspired this presentation: Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal on AMACOM Books
http://geoffreycolon.net
http://amacombooks.org
1. Geoffrey Colon, Communications Designer, Microsoft
Disruptive Marketing for CMOs:
What Growth Hackers, Data Punks,
and Other Hybrid Thinkers Can
Teach Us About Navigating the
New Normal
2. Yes, I wrote a book
with a crazy long title.
You want to know
why?
4. Why is it complex? Because
technology is reshaping human
behavior at a rate comparable
to Moore’s Law (every 2 years).
So how does a disruptive
marketer respond?
4
@djgeoffe
6. “Business has only two
functions – marketing and
innovation.” – Milan Kundera
6
@djgeoffe
7. “Get into the habit of imagining
an alternate scenario. By posing
such ‘imagine if’ questions…we
can distance ourselves from the
frames, cues, anchors and
rhetoric that might be affecting
us.” – Noreena Hertz
7
@djgeoffe
8. “The most disruptive thing in
the market is not technology,
but rather the customer.” –
Tiffani Bova, Salesforce
8
@djgeoffe
9. “Species go extinct because
there are historical constraints
built into a given body or a
given design.” – Kevin Kelly
9
@djgeoffe
10. “Species go extinct because
there are historical constraints
built into a given body or a
given design.” – Kevin Kelly
10
@djgeoffe
11. Modern Marketers need to
understand technology,
platforms, emerging
media, analytics, holistic
decision-making journeys
and… 11
@djgeoffe
14. Which means the ask in
21st Century Business for
Marketers is:
Ask “What If?” and
“Why?” A LOT.
14
@djgeoffe
15. Aspire and live with an
attitude like my four-
year-old daughter
Tillie who wants to be
both a unicorn and a
scientist when she
grows up…(because
imagination is our true
north)
16. Don’t think or act like
a B-cubed individual.
Banker
Boring
Bottom feeder
17. Banking makes like one new
product every 30 years. And
when they do that they
practically kill the global
economy. (CDO or Collateralized
Debt Obligation)
Life is too short to be boring.
Especially in a business world
with abundant solutions.
A bottom feeder hires people
who are C and D class in their
field to take advantage of
people.
18. Don’t take advantage of
people. Disrupt that
interruptive linear and
fixed mindset.
18
@djgeoffe
21. Don’t sell them a
solution. Sell them your
culture, your values, your
beliefs…
21
@djgeoffe
22. Who said life and
business had to be
boring? Who said, “well,
these are the rules” ???
22
@djgeoffe
23. In soccer there is no
“playbook” and
formations adjust based
on the pace and
momentum of the game.
Aspire to learn from the
beautiful game…
How Soccer Explains Our World
23Disruptive Marketing
@djgeoffe
24. We live in a world now
where customers move at
random. They invest in
your company, they don’t
buy your products. 24
@djgeoffe
25. How do we navigate this
new normal of…
25
@djgeoffe
27. What matters more in
our here and now of the
modern world?
• Leaders?
• Power/Hierarchy?
• Scarcity?
• Technology?
• Revenue?
Creative Disruption in the Anti-Organization Age
27Disruptive Marketing
@djgeoffe
28. How about “We the
People???”
• Inspiration
• Being part of something bigger
• Feelings/Experiences
• Agility
• Human Rights
• Ethics
• Transparency
Creative Disruption in the Anti-Organization Age
28Disruptive Marketing @djgeoffe
29. Four Goals for the
Disruptive Marketer:
• Design that meets the demand of an
emerging market
• Reshaping the world so that it meets
the ethical narratives of people-
centricity
• Creating experiences around people-
to-people sharing psychology
• The blurring of lines between
company and customer
Creative Disruption in the Anti-Organization Age
29Disruptive Marketing
@djgeoffe
30. Four Skills of the
Disruptive Marketer
30Disruptive Marketing
@djgeoffe
31. Indirect knowledge has
changed the world…we
should focus on:
• Listening
• Ignoring Bright, Shiny
Objects
• Ethics
• Learn, Unlearn, Relearn
The Four Skills of the Disruptive Marketer
31Disruptive Marketing
@djgeoffe
32. Always Be Closing is
being replaced by Always
Be Listening…
The world is now a huge
sound chamber where
everyone has the ability
to add value.
The Four Skills of a Disruptive Marketer
32Disruptive Marketing
@djgeoffe
33. What did I get wrong in
this video from 2011?
• Is Socialcam a bright,
shiny object???
• What behavior should I
have paid attention to?
The Four Skills of a Disruptive Marketer
33Disruptive Marketing
@djgeoffe
34. Socialcam isn’t a
dominant platform but
the behavior it was
capturing now is:
• Video Messaging!!!
• Live video streaming!!!
• Post-remix video
creation!!!
The Four Skills of a Disruptive Marketer
34Disruptive Marketing
@djgeoffe
35. What corporate social
responsibility and ethical
standing does your
company have?
The Four Skills of a Disruptive Marketer
35Disruptive Marketing
@djgeoffe
36. Do you still believe in
scale and reach as a best
practice in the 21st
Century?
The Four Skills of a Disruptive Marketer
36Disruptive Marketing
37. Scale is a method from
the era of
industrialization. We are
now in a creative age
where platformification of
information delivered to
niche audiences acts as
our marketing vehicle
The Four Skills of a Disruptive Marketer
37Disruptive Marketing
38. Chris Anderson dubbed
this “The Long Tail” in his
2006 book. Selling to a
highly targeted, interest-
driven, niche who uses
word-of-mouth to scale
to audiences that are
relevant.
The Four Skills of a Disruptive Marketer
38Disruptive Marketing
39. We then reverse-engineer
this into scale (where
necessary)...
The Four Skills of a Disruptive Marketer
39Disruptive Marketing
40. Where does this begin?
Using mass marketing
and mass advertising
channels?
40
@djgeoffe
43. Using People To People or Peer to Peer Models to:
Disruptive Marketing 43
Increase awareness, positive perception and impact of Bing Ads news and content
by designing & executing genuine and deliberate engagements with our
Influencers. Produce Bing Ads content and experiences via a variety of first and
third-party events.
49. Disruptive Marketing 49
Because the psychology shows it’s more impactful and channels
and technologies allow for it:
• 32% of people trust word of mouth for
purchase/loyalty/investment decisions
• 20% of friends research a brand based on word of mouth
• 90% of customers say buying decisions are influenced by online
reviews by strangers
• Tools like Facebook Live video allow companies or influencers to
go direct to people and bypass publishers and media
gatekeepers
50. Execution & Tactics
Goal Tactics Details
Increase Bing Ads Awareness
Events - Industry events WW
Bing Ads Next - Annual Conference, expand globally
Influencer Events - Happy hours, dinners etc. in key cities
Influencer Celebrations - Celebrate Influencer's life and work milestones
Joint speaking - Co-host sessions, panels, key notes with Influencers
Increase positive perception of Bing
Ads in the advertising industry
Digital PR - Amplification of our messages
Sharing & amplifying - Social & network sharing
Targeted Bing Ads News &
Announcements
Articles by Bing Ads
- Articles by Bing Ads team on external publications
- Influencer guest blogging on the Bing Ads Blog
- External editorial calendar
Articles by Influencers - Articles about Bing or Bing Ads by Influencers
Direct Line Calls - Monthly calls with Influencers
Pilot Participation
- Influencer participation in Pilots
- Better define what the success and role of the Influencers are in this work
Internal
Monthly Deep Dives - Detailed Influencer PPT report
Monthly Reports - Stakeholder email report
Weekly V-Team mtgs - Tactical & strategic mtgs
51. Influencer Marketing: YTD metrics
272
Articles about Bing and
Bing Ads
108%
OF FY16 YEAR GOAL
68K
Social Shares of those
Articles
220%
OF FY16 YEAR GOAL
4352
Influencer Twitter Mentions
of Bing and Bing Ads
109%
OF FY16 YEAR GOAL
26.8M
Influencer Twitter Reach of
Bing and Bing Ads
89%
OF FY16 YEAR GOAL
52. Of course these are metrics
that are vanity unless we
look at the bigger picture…
52
@djgeoffe
53. How do you check your
pulse? Your heartbeat
right? The same is true
now in business.
• Net Promoter Score
The Four Metrics to Measure
53Disruptive Marketing
@djgeoffe
54. How do you check what
people are saying? Social
listening that can check
for:
• Qualitative Sentiment
The Four Metrics to Measure
54Disruptive Marketing
@djgeoffe
55. Conversion may help with
revenue but leave that for
a separate KPI. For
predictive analysis around
behavior track:
• Brand/Product
Mentions and Where
Those Mentions Occur
The Four Metrics to Measure
55Disruptive Marketing
@djgeoffe
56. Finally, in order to get a
good idea of what will
move your audience in
the future in terms of
content, track:
• Interests
• Job Titles
• Geography
The Four Metrics to Measure
56Disruptive Marketing
@djgeoffe
57. 1. Net Promoter Score – Why? Gives indicators if
people will recommend your products to others
(social by design)
2. Qualitative Sentiment – Why? It’s not the amount of
people saying things, but what they are saying.
Besides, you only need 120 connections* to create a
word of mouth business
Four Metrics to Measure
57
Disruptive Marketing - *Based on research by British Anthropologist Robin
Dunbar who noted that 120 connections were the most any person or company
could realistically manage and know who those people. Software will scale this
number of course.
58. 3. Brand/Product Mentions – Why? Makes sense to
know where these are taking place regardless of what
people are actually saying. This helps you map where
to ultimately be rather than hedging bets on “platform
blindness.”
4. Interests – Why? Unlike CTRs and conversion rates,
people data will help with personalization in a people-
centric fueled future where conversation is the
platform.
Four Metrics to Measure
58Disruptive Marketing
59. Part of learning, unlearning
and relearning is where we
stand currently in the world
of modern marketing…
59
@djgeoffe
60. So ask yourself as a CMO
this question to help you
rethink your view of the
world and your place in it…
60
@djgeoffe
61. When was the last time you
did something for the first
time?
61
@djgeoffe
62. My Name Is Geoffrey
Colon…and I Work at
Microsoft
62
@djgeoffe
63. Geoffrey Colon – Life ShieldFamily&Fun
Professional
• 3 years at Microsoft
• 7 years in agency world
• 4 years running my own business
(Creative Solutions Marketing
Agency)
• 10 years in the Music Industry
• Professional DJ
Interests: diversity in the workplace, women in tech, futurology, social media, mobile
technology, digital media, blogging, international travel, music production, DJing,
reading, soccer (playing and watching), podcasting, fashion, art, music, politics,
philosophy, yoga, cooking, running, boxing, MMA, cycling, swimming, physical
conditioning
Past Roles: landscaping, DJ, radio sales, promotions manager, creative director, event
director, agency entrepreneur, social strategist, client solutions director, vice
president of digital strategy
Personal
• Born in Bethlehem, PA
• Lehigh University alum
• Lived 20 years in Brooklyn,
NY
• Married to “the” Allison
Dunmire
• Two daughters: Olive &
Matilda
Serve on a non-profit board
Bring design thinking through diversity
Speak at more events, publish more books
Create new and innovative business models and
products around human behaviors
Destroy poverty, hate, racism, sexism
PublishedAuthor&NotedPodcaster
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
During FY16, ten (10) Bing Ads team members published 57 original articles on 20 different publications/outlets. In addition, the Bing Ads team was featured or quoted in 80 articles on 61 third party publications.
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
Mi nombre es Geoffrey Colon y trabajo en Microsoft
Mi nombre es Geoffrey Colon y trabajo en Microsoft