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CURSE OF CLUTTER
Delivering Your Message in a New Era of Marketing
CURSE OF CLUTTER
Delivering Your Message in a New Era of Marketing
@ShaunHolloway@ShaunHollowayShaun “Simpsonized”Shaun “Simpsonized”
The Simpsons avatar created on www.simpsonsmovie.com
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Previous Era New Era
Targets end-users Community of end-users
Monologue Communication Dialogue-based Communication
Awareness Priority Engagement Upgrade
Push Strategy Pull Strategy
Protected Communication Transparent Communication
Created by Organizations Co-created with end-users
Brand Management Focus Brand Stewardship Focus
Remember… the Shift?Remember… the Shift?
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• Story of the Steak Knife – Key Points
– In a steak restaurant, everyone has a serrated knife and could kill you
– You have no body armour or defences
– How can you trust these people?
RADICAL TRUSTRADICAL TRUST
Don’t be afraid of the “<1%”
• Moral code is in the majority• Safety is in the community• Environment is well-constructed• Assumes equal resources and abundance
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FOUR NEW ERA ATTRIBUTES
FOUR NEW ERA ATTRIBUTES
Understanding the Shift requires knowing the primary drivers of the new, social-app culture.
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THERE IS NO CAPTIVE AUDIENCE.THERE IS NO CAPTIVE AUDIENCE.
Photo courtesy of http://audiencemattersmedia.com/messagematters/
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• Your Description Goes Here
IT IS THE CONVERSATION.IT IS THE CONVERSATION.
The Conversation Prism by Brian Solis and JESS3, courtesy of www.theconversationprism.com
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IT IS ALL ABOUT ME.IT IS ALL
ABOUT ME.
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EMBRACE THE CROWD.EMBRACE THE CROWD.
By Vbeercock (Own work Paul Underhill) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons
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CUTTING THROUGH THE CLUTTER
CUTTING THROUGH THE CLUTTER
Six ways to get people to pay attention to your message.
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BE VISUALBE VISUAL
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USE A STORYUSE A STORY
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USE HUMORor better yet… the “aawwww” factor
USE HUMORor better yet… the “aawwww” factor
By Alexanderwdark (Own work) [CC-BY-3.0 (http://creativecommons.org/licenses/by/3.0)], via Wikimedia Commons
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BE SPECIFICBE SPECIFIC
By joe goldberg from Seattle, WA, USA (Welcome to Concrete) [CC-BY-SA-2.0 (http://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons
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USE WHAT PEOPLE KNOW
USE WHAT PEOPLE KNOW
By Benkid77 (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons
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BE SIMPLEBE SIMPLE
Courtesy of http://widescreenbackgrounds.blogspot.com
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• The title slide of this presentation
• Why?
Do You Remember?Do You Remember?
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THE THREE CURSESTHE THREE CURSES
Curses are uncontrollable.
Be aware of the top reasons why your message DOES NOT get through to your audience.
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Curse of… KNOWLEDGECurse of… KNOWLEDGE
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Curse of… COMPETITIONCurse of… COMPETITION
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Curse of… EXPERTISECurse of… EXPERTISE
Courtesy of http://monstersandbeasts.blogspot.com/2012/02/yoda-star-wars.html