SXSW 2011 - Real-time Marketing Strategy: Surviving Daily Change - Adam Lavelle - iCrossing

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

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

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

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

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

TWITTER

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

TWITTER

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

TWITTER

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...

Facebook

• 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

Twitter

• 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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@TheContentLab

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