The MarketingOf Un-Marketing

Forget Everything You LearnedIn College

Jason Falls Social Media Explorer

Social SouthAugust 20, 2009

4P’s – Product, Price, Placement, Promotion

7P’s of Service Marketing Add People, Process, Physical Evidence

The Marketing Process

Situational Analysis | Marketing StrategyMarketing Mix Decisions | Implementation & Control

Attention, Interest, Desire, Action

Awareness, Interest, Evaluation, Trial, Adoption

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Traditional Marketing ApproachesTraditional Marketing Approaches

Traditional MarketingTraditional Marketing

None Mention The Customer

“People” is mentioned in the 7P’s of Service Marketing

Aren’t people are important to those using the 4P’s?

The AIETA flow lends nothing to customer needs

“Implementation & Control” is condescending and presumptuous

The Cluetrain ManifestoThe Cluetrain Manifesto

Published in 1999

Written by a collaborative of Chris Locke, Rick Levine, Doc Searls and David Weinberger

Finally asked “What about the people?”

Highlighted Theses Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They

are conducted in a human voice. Already, companies that speak in the language of the pitch,

the dog-and-pony show, are no longer speaking to anyone. Public relations does not relate to the public. Companies

are deeply afraid of their markets. Companies need to come down from their Ivory Towers and

talk to the people with whom they hope to create relationships

Marketers Must Learn: Pathway to customer’s wallet is through the

customer, not your product, conversion or marketing mix decisions

To speak the language of people, not corporations It’s no longer about persuasive messaging as a

result of consumer insights, but conversations about consumer insights that lead to better products

Be Human As Organizations

So How Do We Do It?

Serve communities, don’t build them

Participate.

Let a thousand flowers bloom.

Close the gap.

Be quiet. Listen. Ask.

It’s in there. (Product as marketing)

Little things are huge.

"Marketing is the work we do to match a company’s product or service with the people or companies who will get the most value and/or satisfaction from it." - Heuer

"Marketing, even in its newer, social-media-enabled forms, is not about tools or technology, but about the way you look at your customers. That regard for your customers has to be in your DNA, such that you face the hard work of getting out in the trenches and embracing the feedback your customers give you to drive your marketing, customer service, and product development." - Deb Schultz

“Get out of the ivory tower. Don’t stay in your company bastion and push stuff out at people. Instead, get out and start weaving ... Get authentic. Above everything else, talk to your customers all the time." - Deb Schultz

"The paradigm shift is away from 'messages' and toward 'social gestures' — which can’t be faked." - MacLeod

"'Community,' is a worthless word when it’s talked about as a lever to pull for gross marketing purposes. What you’re really talking about, instead, is a bunch of lovely human beings who happen to be using your products. And they’re not your community — you don’t own them. You’re just participating along with them." - MacLeod

"Stop trying to sell me. Shift the attitude to how can you help me buy." - Heuer

A good marketer … is a Community Advocate Knows brands aren't built in

boardrooms, ad agencies or brainstorming sessions

plans a little, but changes a lot rewards community members who stand behind them gets involved in the community is her/his own client never takes her/himself too seriously

Always A Work In Progress Once You Stop Working At It,

It Will Stop Working Communication (Listening & Speaking)

Is Imperative Honesty & Complete Transparency Necessary Can’t Exist Without Trust Mutual Attraction Spontaneous Consistency

Stop calling them your target. Call them your customers. Better yet, call them your friends.

When talking to a friend of your company, think of them as a real friend and react to their input or concerns as you should.

Find a way to have every call, email and otherwise in-bound message from a friend returned in a timely fashion.

Pull together a group of your friends to sit-in on planning sessions (R&D, marketing, media) for next year.

Stop thinking this is hard. Despite what you may think, you are human. Act like it. Encourage others in your company to do the same.

Let’s ConnectLet’s Connect

Jason Falls

PrincipalSocial Media Explorer

Email: jason@jasonfalls.com

Twitter: @JasonFalls

Phone: 502.619.3285

Web: socialmediaexplorer.com