curse of clutter - delivering your message through social media
DESCRIPTION
Getting a message through to your target audience gets harder and harder everyday. This presentation provides advice on cutting through the clutter and helps you understand what's uncontrollable. Presentation by Shaun Holloway, http://www.srholloway.comTRANSCRIPT
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