CURSE OF CLUTTER

Delivering Your Message in a New Era of Marketing

CURSE OF CLUTTER

Delivering Your Message in a New Era of Marketing

@ShaunHolloway@ShaunHollowayShaun “Simpsonized”Shaun “Simpsonized”

The Simpsons avatar created on www.simpsonsmovie.com

Previous Era New Era

Targets end-users Community of end-users

Monologue Communication Dialogue-based Communication

Awareness Priority Engagement Upgrade

Push Strategy Pull Strategy

Protected Communication Transparent Communication

Created by Organizations Co-created with end-users

Brand Management Focus Brand Stewardship Focus

Remember… the Shift?Remember… the Shift?

• Story of the Steak Knife – Key Points

– In a steak restaurant, everyone has a serrated knife and could kill you

– You have no body armour or defences

– How can you trust these people?

RADICAL TRUSTRADICAL TRUST

Don’t be afraid of the “<1%”

• Moral code is in the majority• Safety is in the community• Environment is well-constructed• Assumes equal resources and abundance

FOUR NEW ERA ATTRIBUTES

FOUR NEW ERA ATTRIBUTES

Understanding the Shift requires knowing the primary drivers of the new, social-app culture.

THERE IS NO CAPTIVE AUDIENCE.THERE IS NO CAPTIVE AUDIENCE.

Photo courtesy of http://audiencemattersmedia.com/messagematters/

• Your Description Goes Here

IT IS THE CONVERSATION.IT IS THE CONVERSATION.

The Conversation Prism by Brian Solis and JESS3, courtesy of www.theconversationprism.com

IT IS ALL ABOUT ME.IT IS ALL

ABOUT ME.

EMBRACE THE CROWD.EMBRACE THE CROWD.

By Vbeercock (Own work Paul Underhill) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons

CUTTING THROUGH THE CLUTTER

CUTTING THROUGH THE CLUTTER

Six ways to get people to pay attention to your message.

BE VISUALBE VISUAL

USE A STORYUSE A STORY

USE HUMORor better yet… the “aawwww” factor

USE HUMORor better yet… the “aawwww” factor

By Alexanderwdark (Own work) [CC-BY-3.0 (http://creativecommons.org/licenses/by/3.0)], via Wikimedia Commons

BE SPECIFICBE SPECIFIC

By joe goldberg from Seattle, WA, USA (Welcome to Concrete) [CC-BY-SA-2.0 (http://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons

USE WHAT PEOPLE KNOW

USE WHAT PEOPLE KNOW

By Benkid77 (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons

BE SIMPLEBE SIMPLE

Courtesy of http://widescreenbackgrounds.blogspot.com

• The title slide of this presentation

• Why?

Do You Remember?Do You Remember?

THE THREE CURSESTHE THREE CURSES

Curses are uncontrollable.

Be aware of the top reasons why your message DOES NOT get through to your audience.

Curse of… KNOWLEDGECurse of… KNOWLEDGE

Curse of… COMPETITIONCurse of… COMPETITION

Curse of… EXPERTISECurse of… EXPERTISE

Courtesy of http://monstersandbeasts.blogspot.com/2012/02/yoda-star-wars.html