Disruptive Marketing for CMOs is the New Normal

Before you begin

Geoffrey Colon, Communications Designer, Microsoft

Disruptive Marketing for CMOs: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal

Slide 12 and 13: Im wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.Slide 12: influencer marketingYou may want to reduce the amount to points below the graph to the top 5 takeawaysWe dont mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reachesWe do not articulate what our strategy is for FY16/H2 > where do we see the greatest opportunity. Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.We should apply this to the Contributor deep-dive as well.The chart on slide 14 is quite blurry, can you get a sharper screen shot?Slides 28-30, can we put these in the Appendix?

1

Yes, I wrote a book with a crazy long title.

You want to know why?


2

Because the world is f#&king complex3@djgeoffe

Why is it complex? Because technology is reshaping human behavior at a rate comparable to Moores Law (every 2 years).So how does a disruptive marketer respond?4@djgeoffe

4

First, lets understand the new normal we live in via four quotes:5@djgeoffe

I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.Angela Ahrendts, Apple senior vice president

5

Business has only two functions marketing and innovation. Milan Kundera6@djgeoffe


6

Get into the habit of imagining an alternate scenario. By posing such imagine if questionswe can distance ourselves from the frames, cues, anchors and rhetoric that might be affecting us. Noreena Hertz7@djgeoffe


7

The most disruptive thing in the market is not technology, but rather the customer. Tiffani Bova, Salesforce8@djgeoffe


8

Species go extinct because there are historical constraints built into a given body or a given design. Kevin Kelly9@djgeoffe


9

Species go extinct because there are historical constraints built into a given body or a given design. Kevin Kelly10@djgeoffe


10

Modern Marketers need to understand technology, platforms, emerging media, analytics, holistic decision-making journeys and11@djgeoffe

more importantly something more complex than all of that combined. What is more complex than all of those things?12@djgeoffe

13@djgeoffe

Which means the ask in 21st Century Business for Marketers is:Ask What If? and Why? A LOT.14@djgeoffe

Aspire and live with an attitude like my four-year-old daughter Tillie who wants to be both a unicorn and a scientist when she grows up(because imagination is our true north)


15

Dont think or act like a B-cubed individual.

BankerBoringBottom feeder


16

Banking makes like one new product every 30 years. And when they do that they practically kill the global economy. (CDO or Collateralized Debt Obligation)

Life is too short to be boring. Especially in a business world with abundant solutions.

A bottom feeder hires people who are C and D class in their field to take advantage of people.


17

Dont take advantage of people. Disrupt that interruptive linear and fixed mindset.18@djgeoffe

Empower people.19@djgeoffe

More importantly empower people to achieve more.20@djgeoffe

Dont sell them a solution. Sell them your culture, your values, your beliefs21@djgeoffe

Who said life and business had to be boring? Who said, well, these are the rules ???22@djgeoffe

In soccer there is no playbook and formations adjust based on the pace and momentum of the game. Aspire to learn from the beautiful gameHow Soccer Explains Our World23Disruptive Marketing@djgeoffe

We live in a world now where customers move at random. They invest in your company, they dont buy your products.24@djgeoffe

How do we navigate this new normal of25@djgeoffe

A World Without Rules?26Disruptive Marketing@djgeoffe

What matters more in our here and now of the modern world?Leaders?Power/Hierarchy?Scarcity?Technology?Revenue?Creative Disruption in the Anti-Organization Age27Disruptive Marketing

@djgeoffe

How about We the People???

InspirationBeing part of something biggerFeelings/ExperiencesAgilityHuman RightsEthicsTransparencyCreative Disruption in the Anti-Organization Age28Disruptive Marketing

@djgeoffe

Four Goals for the Disruptive Marketer:

Design that meets the demand of an emerging marketReshaping the world so that it meets the ethical narratives of people-centricityCreating experiences around people-to-people sharing psychologyThe blurring of lines between company and customerCreative Disruption in the Anti-Organization Age29Disruptive Marketing

@djgeoffe

Four Skills of the Disruptive Marketer30Disruptive Marketing@djgeoffe

Indirect knowledge has changed the worldwe should focus on:ListeningIgnoring Bright, Shiny ObjectsEthicsLearn, Unlearn, Relearn

The Four Skills of the Disruptive Marketer31Disruptive Marketing

@djgeoffe

Always Be Closing is being replaced by Always Be Listening

The world is now a huge sound chamber where everyone has the ability to add value.The Four Skills of a Disruptive Marketer32Disruptive Marketing

@djgeoffe

What did I get wrong in this video from 2011?

Is Socialcam a bright, shiny object???What behavior should I have paid attention to?The Four Skills of a Disruptive Marketer33Disruptive Marketing

@djgeoffe

Socialcam isnt a dominant platform but the behavior it was capturing now is:

Video Messaging!!!Live video streaming!!!Post-remix video creation!!!The Four Skills of a Disruptive Marketer34Disruptive Marketing

@djgeoffe

What corporate social responsibility and ethical standing does your company have?The Four Skills of a Disruptive Marketer35Disruptive Marketing

@djgeoffe

Do you still believe in scale and reach as a best practice in the 21st Century?The Four Skills of a Disruptive Marketer36Disruptive Marketing

Scale is a method from the era of industrialization. We are now in a creative age where platformification of information delivered to niche audiences acts as our marketing vehicleThe Four Skills of a Disruptive Marketer37Disruptive Marketing

Chris Anderson dubbed this The Long Tail in his 2006 book. Selling to a highly targeted, interest-driven, niche who uses word-of-mouth to scale to audiences that are relevant.The Four Skills of a Disruptive Marketer38Disruptive Marketing

We then reverse-engineer this into scale (where necessary)...The Four Skills of a Disruptive Marketer39Disruptive Marketing

Where does this begin? Using mass marketing and mass advertising channels? 40@djgeoffe

41@djgeoffeDoubtful. It begins using conversation as a KPI. It begins using a concept know as social by design

Doing things like this:42@djgeoffe

Using People To People or Peer to Peer Models to:Disruptive Marketing43

Increase awareness, positive perception and impact of Bing Ads news and content by designing & executing genuine and deliberate engagements with our Influencers. Produce Bing Ads content and experiences via a variety of first and third-party events.

43

Wait, what, Influencers?44@djgeoffe

The most disruptive thing in the market is not technology, but rather the customer.Tiffani Bova

44

Disruptive Marketing45

45

You mean you pay people to peddle your products? No, weve built relationships over four years and align with people based on 46@djgeoffe


46

InspirationInvolvementFeelings/ExperiencesAgilityEthicsTransparency47Disruptive Marketing@djgeoffe

Why? Why go direct to people?48@djgeoffe


48

Disruptive Marketing49Because the psychology shows its more impactful and channels and technologies allow for it:

32% of people trust word of mouth for purchase/loyalty/investment decisions20% of friends research a brand based on word of mouth90% of customers say buying decisions are influenced by online reviews by strangersTools like Facebook Live video allow companies or influencers to go direct to people and bypass publishers and media gatekeepers

49

Execution & TacticsGoalTacticsDetailsIncrease Bing Ads Awareness EventsIndustry events WWBing Ads NextAnnual Conference, expand globallyInfluencer EventsHappy hours, dinners etc. in key citiesInfluencer CelebrationsCelebrate Influencer's life and work milestonesJoint speakingCo-host sessions, panels, key notes with InfluencersIncrease positive perception of Bing Ads in the advertising industryDigital PRAmplification of our messagesSharing & amplifyingSocial & network sharingTargeted Bing Ads News & AnnouncementsArticles by Bing AdsArticles by Bing Ads team on external publicationsInfluencer guest blogging on the Bing Ads BlogExternal editorial calendarArticles by InfluencersArticles about Bing or Bing Ads by InfluencersDirect Line CallsMonthly calls with InfluencersPilot ParticipationInfluencer participation in PilotsBetter define what the success and role of the Influencers are in this workInternalMonthly Deep DivesDetailed Influencer PPT reportMonthly ReportsStakeholder email reportWeekly V-Team mtgsTactical & strategic mtgs

50

Influencer Marketing: YTD metrics272Articles about Bing and Bing Ads108%OF FY16 YEAR GOAL68KSocial Shares of those Articles220%OF FY16 YEAR GOAL

4352Influencer Twitter Mentions of Bing and Bing Ads109%OF FY16 YEAR GOAL26.8MInfluencer Twitter Reach of Bing and Bing Ads89%OF FY16 YEAR GOAL

During FY16, ten (10) Bing Ads team members published 57 original articles on 20 different publications/outlets. In addition, the Bing Ads team was featured or quoted in 80 articles on 61 third party publications. 51

Of course these are metrics that are vanity unless we look at the bigger picture52@djgeoffe


52

How do you check your pulse? Your heartbeat right? The same is true now in business.

Net Promoter ScoreThe Four Metrics to Measure53Disruptive Marketing@djgeoffe

How do you check what people are saying? Social listening that can check for:

Qualitative Sentiment

The Four Metrics to Measure54Disruptive Marketing@djgeoffe

Conversion may help with revenue but leave that for a separate KPI. For predictive analysis around behavior track:Brand/Product Mentions and Where Those Mentions OccurThe Four Metrics to Measure55Disruptive Marketing

@djgeoffe

Finally, in order to get a good idea of what will move your audience in the future in terms of content, track:InterestsJob TitlesGeographyThe Four Metrics to Measure56Disruptive Marketing@djgeoffe

Net Promoter Score Why? Gives indicators if people will recommend your products to others (social by design)Qualitative Sentiment Why? Its not the amount of people saying things, but what they are saying. Besides, you only need 120 connections* to create a word of mouth business

Four Metrics to Measure57Disruptive Marketing - *Based on research by British Anthropologist Robin Dunbar who noted that 120 connections were the most any person or company could realistically manage and know who those people. Software will scale this number of course.

3. Brand/Product Mentions Why? Makes sense to know where these are taking place regardless of what people are actually saying. This helps you map where to ultimately be rather than hedging bets on platform blindness.4. Interests Why? Unlike CTRs and conversion rates, people data will help with personalization in a people-centric fueled future where conversation is the platform.

Four Metrics to Measure58Disruptive Marketing

Part of learning, unlearning and relearning is where we stand currently in the world of modern marketing59@djgeoffe


59

So ask yourself as a CMO this question to help you rethink your view of the world and your place in it60@djgeoffe


60

When was the last time you did something for the first time?61@djgeoffe


61

My Name Is Geoffrey Colonand I Work at Microsoft62@djgeoffe

Geoffrey Colon Life ShieldFamily & FunProfessional3 years at Microsoft7 years in agency world4 years running my own business (Creative Solutions Marketing Agency)10 years in the Music IndustryProfessional DJ

Interests: diversity in the workplace, women in tech, futurology, social media, mobile technology, digital media, blogging, international travel, music production, DJing, reading, soccer (playing and watching), podcasting, fashion, art, music, politics, philosophy, yoga, cooking, running, boxing, MMA, cycling, swimming, physical conditioningPast Roles: landscaping, DJ, radio sales, promotions manager, creative director, event director, agency entrepreneur, social strategist, client solutions director, vice president of digital strategyPersonalGoalsBorn in Bethlehem, PALehigh University alumLived 20 years in Brooklyn, NYMarried to the Allison DunmireTwo daughters: Olive & MatildaServe on a non-profit boardBring design thinking through diversity Speak at more events, publish more booksCreate new and innovative business models and products around human behaviorsDestroy poverty, hate, racism, sexism

Published Author & Noted Podcaster

Web: geoffreycolon.netTwitter: @djgeoffePodcast: Disruptive FMBook: Disruptive Marketing

64@djgeoffe

Mon nom est Geoffrey Colonet je travaille chez Microsoft65@djgeoffe

Mi nombre es Geoffrey Colon y trabajo en Microsoft65

Mi nombre es Geoffrey Colony trabajo en Microsoft66@djgeoffe

Mi nombre es Geoffrey Colon y trabajo en Microsoft66

Mein Name ist Geoffrey Colonund ich arbeite bei Microsoft67@djgeoffe

Geoffrey Microsoft68@djgeoffe

Geoffrey Microsoft69@djgeoffe

Microsoft70@djgeoffe

2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIESEXPRESS, IMPLIED, OR STATUTORYREGARDING THE NFORMATION IN THIS PRESENTATION.