sxsw 2011 - real-time marketing strategy: surviving daily change - adam lavelle - icrossing
DESCRIPTION
"Real-time Marketing Strategy: Surviving Daily Change" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing, at SXSW 2011 in Austin, TX on March 13, 2011.TRANSCRIPT
Real-time Marketing Strategy: Surviving
Daily Change
Adam Lavelle
Chief Strategy Officer SXSW 2011
March 13 - Future 15
Thank you Brian Haven for the history of media: @birdahonk
CAVE DRAWINGS
10,000 BC – 5,000 BC
CAVE DRAWINGS
4,000s BC
CAVE DRAWINGS
3,000s BC
CAVE DRAWINGS
2,000s BC
STONE TABLETS
FIRESIDE CHAT
PAPYRUS
Development Of
Languages &
Societies
2,000 BC – 0 AD
PAPER
FIRESIDE CHAT
PAPYRUS
BAZAAR / MARKETPLACE
CARTS & SIGNS
TOWN CRIER
0 AD - 500
PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
CARTS & SIGNS
TOWN CRIER
500 – 1000
PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
CARTS & SIGNS
TOWN CRIER
1000 –
PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
CARTS & SIGNS
TOWN CRIER
1450s
BOOKS / POSTERS / HANDBILLS
Gutenberg Printing Press
PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
CARTS & SIGNS
TOWN CRIER
1800
BOOKS / POSTERS / HANDBILLS
1500s 1600s 1700s
BAZAAR / MARKETPLACE
1867
BOOKS / MAGAZINES
1836 1864
NEWSPAPERS
TELEGRAPH / TELEPHONE
BILLBOARDS
PR
COUPONS
1888
DAWN OF THE INDUSTRIAL REVOLUTION
1850s
Steam Power
Railroads
Internal Combustion
Engine
Electrical Power
First Newspaper Ad
1940s
BOOKS / MAGAZINES
20th
CENTURY 1920s
NEWSPAPERS
TELEPHONE
BILLBOARDS
PR
COUPONS
1950s
RADIO ADS
CONSUMER GOODS & PRODUCT PACKAGING
TV ADS
PRODUCT PLACEMENT
CLASSIFIED ADS
TELEMARKETING
DOOR-TO-DOOR SALES
TUPPERWARE PARTIES
YELLOW PAGES
WAR PROPAGANDA
1980s 1970s
BOOKS / MAGAZINES
1960s
NEWSPAPERS
TELEPHONE
BILLBOARDS
PR
COUPONS
RADIO ADS
PRODUCT PACKAGING
TV ADS
PRODUCT PLACEMENT
CLASSIFIED ADS
TELEMARKETING
DOOR-TO-DOOR SALES
TUPPERWARE PARTIES
YELLOW PAGES
SWEEPSTAKES
GOLDEN AGE OF ADVERTISING
TV ADS
RADIO ADS
PRODUCT PLACEMENT
PRODUCT PACKAGING
BILLBOARDS
CLASSIFIED ADS
NEWSPAPERS
BOOKS / MAGAZINES
TELEMARKETING
TELEPHONE
YELLOW PAGES
PR
“TUPPERWARE PARTY” / MULTI-LEVEL MARKETING
COUPONS
DOOR-TO-DOOR SALES
SWEEPSTAKES
DATABASE MARKETING DIRECT MAIL
GUERILLA MARKETING
PERSONAL COMPUTERS CABLE TV
HOME SHOPPING CHANNELS
ELECTRONIC BBS EMAIL
COMPUTER SPAM
1990s
DOTCOM BOOM
TV ADS
RADIO ADS
PRODUCT PLACEMENT
PRODUCT PACKAGING
BILLBOARDS
CLASSIFIED ADS
NEWSPAPERS
BOOKS / MAGAZINES
TELEMARKETING
TELEPHONE
YELLOW PAGES
PR
MULTI-LEVEL MARKETING
COUPONS
DOOR-TO-DOOR SALES
SWEEPSTAKES
DATABASE MARKETING DIRECT MAIL
GUERILLA MARKETING
PERSONAL COMPUTERS CABLE TV
HOME SHOPPING CHANNELS
ELECTRONIC BBS EMAIL
COMPUTER SPAM
COMPUTER SPAM
ELECTRONIC BBS
HOME SHOPPING CHANNELS
CABLE TV
PERSONAL COMPUTERS
GUERILLA MARKETING
DIRECT MAIL
DATABASE MARKETING
LONG TAIL / NICHE
TIVO
WEB DISPLAY ADVERTISING
ONLINE AUCTIONS (EBAY)
ONLINE MARKETS (AMAZON)
COMPARISON SHOPPING
ECOMMERCE
CRM
SEARCH ENGINES
WWW / WEB SITES
2000s
SOCIALIZATION OF THE WEB
TV ADS
RADIO ADS
PRODUCT PLACEMENT
PRODUCT PACKAGING
BILLBOARDS
CLASSIFIED ADS
NEWSPAPERS
BOOKS / MAGAZINES
TELEMARKETING
TELEPHONE
YELLOW PAGES
PR
MULTI-LEVEL MARKETING
COUPONS
DOOR-TO-DOOR SALES
SWEEPSTAKES
COMPUTER SPAM
ELECTRONIC BBS
HOME SHOPPING CHANNELS
CABLE TV
PERSONAL COMPUTERS
GUERILLA MARKETING
DIRECT MAIL
DATABASE MARKETING
LONG TAIL / NICHE
TIVO
WEB DISPLAY ADVERTISING
ONLINE AUCTIONS (EBAY)
ONLINE MARKETS (AMAZON)
COMPARISON SHOPPING
ECOMMERCE
CRM
SEARCH ENGINES
WWW / WEB SITES
DOTCOM BUST
TV ADS RADIO ADS PRODUCT PLACEMENT PRODUCT PACKAGING BILLBOARDS CLASSIFIED ADS NEWSPAPERS BOOKS / MAGAZINES TELEMARKETING TELEPHONE YELLOW PAGES PUBLIC RELATIONS MULTI-LEVEL MARKETING COUPONS DOOR-TO-DOOR SALES SWEEPSTAKES COMPUTER SPAM EMAIL ELECTRONIC BBS HOME SHOPPING CHANNELS CABLE TV PERSONAL COMPUTERS GUERILLA MARKETING DIRECT MAIL DATABASE MARKETING LONG TAIL / NICHE TIVO WEB DISPLAY ADVERTISING ONLINE AUCTIONS (EBAY) ONLINE MARKETS (AMAZON) COMPARISON SHOPPING ECOMMERCE CRM SEARCH ENGINES WWW / WEB SITES
WIKIS
SOCIAL NETWORKS
CROWDSOURCING
MOBILE PHONES (POPULARIZED)
VIDEO GAMES (WEB)
ONLINE VIDEO
PODCASTING
SEARCH MARKETING
BLOGS
“Irrational Exuberance”
2010
LOCATION AWARENESS, MOBILITY, RETAIL HACKING
TV ADS RADIO ADS PRODUCT PLACEMENT PRODUCT PACKAGING BILLBOARDS
NEWSPAPERS BOOKS / MAGAZINES TELEMARKETING TELEPHONE
PUBLIC RELATIONS MULTI-LEVEL MARKETING COUPONS
SWEEPSTAKES COMPUTER SPAM EMAIL
HOME SHOPPING CHANNELS CABLE TV PERSONAL COMPUTERS GUERILLA MARKETING DIRECT MAIL DATABASE MARKETING LONG TAIL / NICHE TIVO WEB DISPLAY ADVERTISING ONLINE AUCTIONS (EBAY) ONLINE MARKETS (AMAZON) COMPARISON SHOPPING ECOMMERCE CRM SEARCH ENGINES WWW / WEB SITES
WIKIS
SOCIAL NETWORKS
CROWDSOURCING
MOBILE PHONES (POPULARIZED)
VIDEO GAMES (WEB)
ONLINE VIDEO
PODCASTING
SEARCH MARKETING
BLOGS
TWITTER WIKIS SOCIAL NETWORKS CROWDSOURCING MOBILE PHONES VIDEO GAMES (WEB) ONLINE VIDEO PODCASTING SEARCH MARKETING BLOGS
2008
CUSTOMER SERVICE HACKS THIRD-PARTY LAYERED EXPERIENCES NEAR-FIELD COMMUNICATIONS DEMOCRATIZED PAYMENTS VIRTUAL STYLIST VIRTUAL SHOW & TELL QUORA OPEN TABLE YELP FOURSQUARE / GOWALLA / LOOPT CROWD ACTIVATED COUPONS LOCALIZED EXPERIENCES RETAIL ENTERTAINMENT POPUP STORES LOCATION AWARENESS CURATED CONTENT SERVICES FLASH MOBS FLASH DEALS SEMANTIC WEB AUGMENTED REALITY BODY INTERFACES / WEARABLE COMPUTING GESTURE INTERFACE DEVICES TABLETS SMARTPHONES GAMING CONSOLES DIGITAL SETTOP BOXES DIGITAL VIDEO STREAMING
BIEBERTUBE
December 21, 2012
TV ADS RADIO ADS PRODUCT PLACEMENT PRODUCT PACKAGING BILLBOARDS
NEWSPAPERS BOOKS / MAGAZINES TELEMARKETING TELEPHONE
PUBLIC RELATIONS MULTI-LEVEL MARKETING COUPONS
SWEEPSTAKES COMPUTER SPAM EMAIL
HOME SHOPPING CHANNELS CABLE TV PERSONAL COMPUTERS GUERILLA MARKETING DIRECT MAIL DATABASE MARKETING LONG TAIL / NICHE TIVO WEB DISPLAY ADVERTISING ONLINE AUCTIONS (EBAY) ONLINE MARKETS (AMAZON) COMPARISON SHOPPING ECOMMERCE CRM SEARCH ENGINES WWW / WEB SITES TWITTER WIKIS SOCIAL NETWORKS CROWDSOURCING MOBILE PHONES VIDEO GAMES (WEB) ONLINE VIDEO PODCASTING SEARCH MARKETING BLOGS
THE EPOCH OF BIEBER
2011 2012
CUSTOMER SERVICE HACKS THIRD-PARTY LAYERED EXPERIENCES NEAR-FIELD COMMUNICATIONS DEMOCRATIZED PAYMENTS VIRTUAL STYLIST VIRTUAL SHOW & TELL QUORA OPEN TABLE YELP FOURSQUARE / GOWALLA / LOOPT CROWD ACTIVATED COUPONS LOCALIZED EXPERIENCES RETAIL ENTERTAINMENT POPUP STORES LOCATION AWARENESS CURATED CONTENT SERVICES FLASH MOBS FLASH DEALS SEMANTIC WEB AUGMENTED REALITY BODY INTERFACES / WEARABLE COMPUTING GESTURE INTERFACE DEVICES TABLETS SMARTPHONES GAMING CONSOLES DIGITAL SETTOP BOXES DIGITAL VIDEO STREAMING
GREAT
PUBLICIST
WARS
2010
LOCATION AWARENESS, MOBILITY, RETAIL HACKING
TV ADS RADIO ADS PRODUCT PLACEMENT PRODUCT PACKAGING BILLBOARDS
NEWSPAPERS BOOKS / MAGAZINES TELEMARKETING TELEPHONE
PUBLIC RELATIONS MULTI-LEVEL MARKETING COUPONS
SWEEPSTAKES COMPUTER SPAM EMAIL
HOME SHOPPING CHANNELS CABLE TV PERSONAL COMPUTERS GUERILLA MARKETING DIRECT MAIL DATABASE MARKETING LONG TAIL / NICHE TIVO WEB DISPLAY ADVERTISING ONLINE AUCTIONS (EBAY) ONLINE MARKETS (AMAZON) COMPARISON SHOPPING ECOMMERCE CRM SEARCH ENGINES WWW / WEB SITES
WIKIS
SOCIAL NETWORKS
CROWDSOURCING
MOBILE PHONES (POPULARIZED)
VIDEO GAMES (WEB)
ONLINE VIDEO
PODCASTING
SEARCH MARKETING
BLOGS
TWITTER WIKIS SOCIAL NETWORKS CROWDSOURCING MOBILE PHONES VIDEO GAMES (WEB) ONLINE VIDEO PODCASTING SEARCH MARKETING BLOGS
2008
CUSTOMER SERVICE HACKS THIRD-PARTY LAYERED EXPERIENCES NEAR-FIELD COMMUNICATIONS DEMOCRATIZED PAYMENTS VIRTUAL STYLIST VIRTUAL SHOW & TELL QUORA OPEN TABLE YELP FOURSQUARE / GOWALLA / LOOPT CROWD ACTIVATED COUPONS LOCALIZED EXPERIENCES RETAIL ENTERTAINMENT POPUP STORES LOCATION AWARENESS CURATED CONTENT SERVICES FLASH MOBS FLASH DEALS SEMANTIC WEB AUGMENTED REALITY BODY INTERFACES / WEARABLE COMPUTING GESTURE INTERFACE DEVICES TABLETS SMARTPHONES GAMING CONSOLES DIGITAL SETTOP BOXES DIGITAL VIDEO STREAMING
Source: MorganStanley, Mary Meeker
Source: Forrester
Source: Forrester
24 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
25 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
shift happens
The big shift...
The playbook for
‘connected’ success
The playbook for ‘connected’ success
Thanks Jeremiah: http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/
Stages of listening...
• No objective at all
• Tracking of brand mentions
• Identifying market risks
• Improving campaign efficiency
• Measuring customer satisfaction
• Responding to customer inquiry
• Better understanding customers
• Being proactive, anticipating customers
1. Turn listening into BETTER PRODUCTS
Listening, listening, listening...
• Design
• Tactical Guidelines
• Links to more
information/tutorials
• Community Management
• Rules of Engagement
• User-Generated Content
Moderation
• Daily Activity Task List
• Voice/Tone
• Best Practices
• Off-Limit Topics
• Escalation Policy
• Content & Link Sources
• Growing the Facebook
Community
• Measurement
• Design
• Overview of Community Manager Role
• Rules of Engagement
• Daily Activity List
• Voice/Tone
• Best Practices
• Off Limits Topics
• Escalation Policy
• Link Sources & Content
• Growing the Twitter community
• Gaining Followers
• Increasing Visibility with Hash Tags
• Using Hash Tags
• Cross-Marketing Channel Integration
• Measurement
Communication Policy on Third Party Websites
Employee Participation in Social Media
Tactical Guidelines Overview
Social Space Vanity URLs and Naming Conventions
Having a playbook (aka: governance, charter, etc)
Content continuum
Content velocity
The ecosystem
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