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Mindshare Marketing




FOWA 2007 Workshop
October 5, 2007
Deborah Schultz
www.deborahschultz.com

                         http://www.flickr.com/photos/belljar/18171527/
Good Morning!
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/
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
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?
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/
So, what does this mean?
We are overwhelmed
http://www.flickr.com/photos/amagill/180202581



Spray & pray does not
                        People are not listening
                work
The uninvited guest
                      http://www.flickr.com/photos/sarey777/429469554/
We’re not “elusive”

      We’re annoyed.




                                          http://www.flickr.com/photos/ratterrell/40634731/
source: © uri baruchin: getting through
Nobody trusts advertising
Spam, Deceptive, Fraudulent




Source: NielsonOnline ‘07
“There are no markets for messages”. - Doc Searls
quot;It's not about telling and selling, quot;It's about relationships”
This is a fundamental culture shift

...not about the tech bling
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
http://www.flickr.com/photos/gordonr/42555739/




 The Toolkit
Mindshare Marketing -  FOWA Oct07
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
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
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
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
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
Decentralization - Feeds & Widgets

‣ A great listening tool
‣ Customize em
‣ Track sites passively
‣ Reduce email overload
‣ Need tending
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
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/
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
Deep breadth

So how do you think this relates
to you?
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
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]
Be remarkable

‣ Be unusual
‣ Be surprising
‣ Be different
‣ Break rules
‣ Be a storyteller
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
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
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
Create opportunities
to interact

‣ Offline

‣ Online

‣ Partnerships
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
Partner/co-create
Partner/co-create
Company as enabler   Promote your fans and
                     customers
So get out there and relate
it’s in your nature!

you wont be sorry
Thanks, btw




     Deborah Schultz
     www.deborahschultz.com

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Mindshare Marketing - FOWA Oct07

  • 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/
  • 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?
  • 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
  • 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
  • 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
  • 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