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The presentation given on Dec. 30th in Tel Aviv at the US-Israel Chamber of Commerce. Co-sponsored by DLA Piper and Signal Corp.Background here: http://jer979.com/clients-and-testimonials/telavivdandelion/
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DANDELION MARKETING….INCREASE YOUR ODDS OF GOING VIRAL
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Jeremy EpsteinMarketing [email protected]
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WAS IT ONLY A
PRINTING PRESS?
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Tools vs. Implications
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#1: Power of Permission
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#2: Ridiculous Reach of the Individual
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#3: It’s an Attention Economy
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#3: It’s an Attention Economy
49% Watch to
End
GO!YOU’VE GOT 90 SECONDS…
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It’s an Attention Economy
No Attention, No Chance of Trust
Attention Trust Revenue
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Correlation BetweenTrust & Revenue
0
10
20
30
40
50
60
70
17
64
AIRLINES NPS
Average Jet Blue
Jet Blue:7.4% Increase & 2009 Profit
Source: 2010 NPS Industry Benchmark Report
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0
10
20
30
40
50
60
70
80
90
2027
33
78
69
78
AverageUSSA
BANKING & INSURANCE NPS
Banking
USAA:2009 Best Year Ever
Home Insurance
Auto Insurance
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Correlation BetweenTrust & Revenue
Source: 2010 NPS Industry Benchmark Report
0
10
20
30
40
50
60
70
80
90
37
78
COMPUTER HARDWARE NPS
Average Apple
Apple:Own ½ Total PC Revenue in 2009
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Correlation BetweenTrust & Revenue
Source: 2010 NPS Industry Benchmark Report
0
5
10
15
20
25
30
35
40
45
22
41
CELL PHONE SERVICE NPS
Average Verizon
Verizon:10.7% Increase in 2009
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Correlation BetweenTrust & Revenue
Source: 2010 NPS Industry Benchmark Report
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SPARK THE VIRAL INFERNO
OUR BEST HOPE?
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But…VIRAL is the EFFECT
228 Million Views!
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No Attention,No Chance of Viral
AttentionViral
Viral
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EarnCommand/
Demand
So What Can We Do?3 Possible Solutions
Pay $$$
Attention
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You Don’t Earn Just Once…
You Earn It Over & Over &
Over again!
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Peter Drucker on Marketing
“The enterprise has two—and only two—
basic functions: Marketing and Innovation.”
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Peter Drucker on Marketing
The aim of marketing is to make selling superfluous.
- Peter Drucker
DANDELION MARKETING
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Nature deliberately
wastes resources in
order to thrive.
Why? Because scattershot
strategies are the best way to ‘fully
explore the potential space.’
*Adapted from Chris Anderson
DANDELION MARKETING
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We’re Going to Increase the Odds (Part 1)
THE FRAMEWORK
SMALLER BETS,
MORE OFTEN
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1:1 Advertising
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Lenovo Case Study
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900Marketing Activities
Market Share
27%
BE REMARKABLE
IN ALL YOUR TOUCHPOINTS
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Your Business Cards
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Your OOF Message
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Your Email Signature
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Your Instructional Videos
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Your Invoices
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You’re JNJ. Whenever the hell you want.
Your Events (and Meetings)
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Your Pricing
$...9.79
“LOL, I love the .79
cents!!” -Michelle Scobie,
Microsoft
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Your Employees’ 1st Day On the Job
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Trade Show Booths
Every Touchpoint Matters
Every Action
Eve
ry P
iece
of C
onte
ntE
very Custom
er
Engagem
ent
“We therefore must get incredibly disciplined about
managing all our touch-points.
Every action, every piece of content, and every customer engagement, is a moment of
truth in establishing and building a brand.”
- Mich Matthews, SVP Marketing, Microsoft
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IGNITABLEENVIRONMENT
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CREATE AN
Make It Easy To Share
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Make It Easy To Share
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Word of Mouth (WOM) Triggers
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Offer Browser ViewingAt least 8 Ways to Share
Wondering about BPOS Marketing? Check out this presentation by Never Stop Marketing!
Make Documents Social
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Or If You Want to Embed - Just Copy the Code
Make Documents Social
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DANDELION MARKETING
THE CULTURE
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We’re Going to Increase the Odds (Part 2)
WHAT IS YOUR COMMANDER’S
INTENT?
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FAILURE?
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DO YOU TOLERATE
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High Fault Tolerance
Take Risk
Tolerate Failure
FEEL OR LOOK?DO YOU FOCUS ON
Your Brand Manager
“People won’t remember what you say.
They won’t remember what you do.
They will remember how you make them
feel.”
- Maya Angelou
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Slick Used To Mean Professional
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MARKETER?IS EVERYONE A
Long Tail of Branding…
Single-Minded Proposition
Creating Secondary, Tertiary Brand Propositions
*From The Elongating Tail of Brand Communication
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Make Everyone a Marketer
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Even Someone Else’s Janitor…
FEEDBACK?ARE YOU GETTING RAPID
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Rapid Feedback Loops
MARKETING DEVELOPMENT?
ARE YOU READY FOR AGILE
Agile Marketing Development
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“[Democratization of marketing is]
the most important transition we are making.”
- Jim Farley, Ford Global Marketing VP
The Secret Is Out
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Marketing’s Darwinian Moment
Twitter: @jer979
Linkedin.com/in/jer979
Facebook.com/neverstopmarketing
www.neverstopmarketing.com
THANKS FOR YOUR ATTENTION!
