marketing in the era of chaos
TRANSCRIPT
MARKETING IN THE ERA OF CHAOSSurvival in the era of chaos is dependent on “eye-opening” entertainment + genuine customer experiences
Mitch KaplerCarrot Creative
January 2014
Image source: www.huffingtonpost.com
TODAY, EVERYTHING IS TRANSPARENT
Image source: http://www.verycd.com
CHAOS IS CONSTANT
Image source: cryptome.org
IT’S TRUE
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TRUST IN MEDIA, GOVERNMENT AND CORPORATIONS ARE AT AN ALL-TIME LOW
87% OF THE 1955 FORTUNE 500 COMPANIES ARE NO LONGER ON THE LIST
40% OF THE FORTUNE 500 COMPANIES WON’T BE ON THE LIST IN 2020
Image source: 9to5mac.com
BIG BUSINESS IS NO LONGER INVINCIBLE
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Image source: web.archive.org
STANDARDIZED COMMUNICATION MODELS ONLY WORKED IN A STANDARDIZED WORLD
FROM THE PRINTING PRESS ONWARDS, COMMUNICATION MODELS LOOKED LIKE THIS:
MEDIA
ONE-WAY; CENTRALIZED
BROADCAST MESSAGE MASS
AUDIENCE
THEN, THE INTERNET CAME ALONG, WHICH GAVE WAY TO THE NEWSFEED - CHANGING THE MODEL FOREVER
MEDIA
ONE-WAY; CENTRALIZED
MASSAUDIENCE
THENEWSFEED
TWO-WAY;
DECENTRALIZED
BROADCAST MESSAGE
MEDIA
ONE-WAY; CENTRALIZED
MASSAUDIENCE
THENEWSFEED
BROADCAST MESSAGE
BROADCAST MEDIA IS AT ODDS WITH THE NEWSFEED
PACING AND RHYTHM IS EXPECTED; IT’S
ARCHAIC, CAN’T TALK BACK, SLOW TO
EVOLVE, NEEDS MILLIONS OF
EYEBALLS TO ENSURE SUCCESS
MOVES FAST; IT’S
UNPREDICTABLE, RAPIDLY
EVOLVING, CAN TALK BACK,
NEEDS STRONG NICHES TO
ENSURE SUCCESS
TWO-WAY;
DECENTRALIZED
NEWSFEED = PARTICIPATORY CULTURE
THIS MEANS:
1. LOW BARRIERS TO ARTISTIC EXPRESSION AND CIVIC ENGAGEMENT
2. WILLINGNESS TO SHARE AND CREATE WITH OTHERS
3. MENTORSHIP AMONGST PEERS
4. MEMBERS BELIEVE THAT THEIR CONTRIBUTIONS ARE VALUABLE
5. SOCIAL CONNECTIONS WITH ARTISTIC PEERS6
Resource: Professor Henry Jenkins
WE ARE LIVING IN THE WORLD OF THE HYPERACTIVE NEWSFEED
Image source: flickr.com/photos/squeaks2569
...where content is shared, conversations rapidly unfold and the real truth is sought out. This is fueling a new culture.
Image source: en.wikipedia.org
CULTURE IS BEING DEFINED IN REAL TIME
Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.html
COLLECTIVE AWARENESS IS GROWING7
Image source: http://io9.com/
THE INCREASE IN COGNITIVE COMPLEXITY PRESENTED IN ENTERTAINMENT CONTENT PROVES OUR BRAINS HAVE EVOLVED TO DIGEST DEEPER, MORE NESTED STORY LINES.
WE DECODE INFORMATION AND STORIES FASTER THAN WE DID IN PREVIOUS GENERATIONS
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Image source: businessinsider.com.auResource: Steven Johnson’s Everything bad is good for you
WE EXPECT DELIGHT ON ANY SCREEN AT ANY TIME
Image sources: flickr.com/photos/hackny thenextweb.com
flickr.com
THE WAY WE SEE, HEAR, INTERACT AND SHARE CONTENT AND
INFORMATION HAS CAUSED A PARADIGM SHIFT IN
ATTENTION AND EXPECTATIONS
Image source: google.com
MEDIA IS NOW DISPOSABLE
Image source: CinematicParadox.com
BUT, THE NOTION OF EXCEPTIONAL SERVICE HAS BEEN REDEFINED
AS WELL AS ENTERTAINMENT EXPERIENCES
THIS ERA HAS PROVEN THAT BRANDS CAN ENGAGE MASS AUDIENCES BY CREATING “EYE-OPENING” ENTERTAINMENT EXPERIENCES
BRANDS CAN CREATE STRONG LOYAL NICHES THROUGH CONSISTENT AND AUTHENTIC CUSTOMER EXPERIENCES
HOW DO BRANDS CREATE BUZZ THROUGH “EYE-OPENING” ENTERTAINMENT, WITHIN THE HYPERACTIVE NEWSFEED?
YES, THIS GUY
CREATES
AUTHENTIC BUZZ
Image source: www.google.com
HACK THE NEWSFEED
Image source: www.reelgood.com.au
Image source: Google.comgottaquirk.com
youtube.com
OLD SPICE USED A HIT COMMERCIAL AS A SPRINGBOARD FOR ONE-TO-ONE CONVERSATIONS ON YOUTUBE AND TWITTER.
“LOLZ” DOMINATED THE REAL ESTATE OF THE NEWSFEED, AND YES, OLD SPICE’S SALES WENT UP.
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RED BULL DROPPED A MAN FROM SPACE, DRIVING CONVERSATIONS THROUGHOUT THE WORLDImage sources:jalopnik.comnews.nationalgeographic.com
Image source: YouTube.com
PSY WOWED US BY CREATING A CATCHY TUNE THAT WAS FAMILIAR, YET OFF-CENTER, TURNING HIMSELF INTO A REAL-LIFE MEME...AND UTILIZED THE VIRAL MOMENTUM TO SPRINGBOARD INTO AN INTERNATIONAL BRAND
WHEN POP CULTURE STAPLES RUB AGAINST THE GRAIN, THEIR BRAND HACKS THE NEWSFEED
Image source: Google.com
WHEN WE MAKE FUN OF OUR OWN NICHE CULTURAL CLICHES, PARTICIPATORY CULTURE UNFOLDS WITH LAUGHTERImage source: YouTube.com
SHIT GIRLS SAY THE HARLEM SHAKE
WHEN HIGH CULTURE AND LOW CULTURE MEET, WE FOCUS AND DISCUSSImage source YouTube.comaoltv.com
50 CENT’S DOWN ON ME WITH KEENAN CAHILL
KATIE PERRY’S LAST FRIDAY NIGHT F/T YOUTUBE
SENSATION REBECCA BLACK
JAMES FRANCO ON GENERAL HOSPITAL
THE NEWSFEED IS NOT JUST A VENUE FOR SHARED CONTENT EXPERIENCES
Image source: www.wired.co.uk/
Image source: flickr.com/photos/timdorr
THE NEWSFEED IS ABOUT BUILDING AUTHENTIC RELATIONSHIPS
SOCIAL MEDIA IS ALL ABOUT LOVE
SOCIAL MEDIA USE PRODUCES A DOUBLE-DIGIT INCREASE IN OXYTOCIN, WHICH IS KNOWN AS THE LOVE HORMONE. Image source: wallpaperstock.net
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“IT’S NOT THAT MACHINES ARE TAKING OVER, IT’S THAT THEY ARE HELPING US BE MORE HUMAN. HELPING US CONNECT WITH EACH OTHER. THE MOST SUCCESSFUL TECHNOLOGY GETS OUT OF ITS OWN WAY AND HELPS US LIVE OUR LIVES. AND REALLY IT ENDS UP BEING MORE HUMAN BECAUSE WE ARE CO-CREATING WITH EACH OTHER ALL THE TIME. IT’S STILL HUMAN CONNECTION, IT’S JUST DONE IN A DIFFERENT WAY. WE ARE JUST INCREASING OUR HUMANISTS.” – AMBER CASE CYBORG ANTHROPOLOGIST
Image source: blog.ted.com
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Image source: www.businessinsider.com
STRONG RELATIONSHIPS ARE GREAT FOR BUSINESS
RELATIONSHIPS FORM WHEN VALUES ARE SHARED AND AGREED UPON
Image source southpark.wikia.com
VALUES ARE SHARED AND AGREED UPON THROUGH GESTURES AND ARTIFACTS
Image sources:publications.newberry.orgonline.wsj.com
1700S
2014
GESTURES AND ARTIFACTS ARE UNIQUE AS THEY REQUIRE CARE AND TIME TO CULTIVATE
Image source: www.prcouture.com
IN THE ERA WHERE ATTENTION IS SHORT AND EXPECTATIONS ARE HIGH, HOW CAN WE SPARK DELIGHT, TRUST AND LOYALTY AMONG CUSTOMERS?
Image source: www.cinencuentro.com
UNLOCK SMILES BY REACHING OUT WITH A GESTURE + ARTIFACT
Image sources: www.virgin.com www.boston.com
Virgin America delivered sincere gestures in the form of a “cheer up” to travelers who were Flying in the Face of Ordinary (FITFOO) in Boston, Washington DC and New York. Virgin America listened for distressed travelers on Twitter and delivered cupcakes to an office, brought rain boots to a woman who forgot hers at home, and even gave a woman in Boston a ride to help her get an important meeting.
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UNLOCK GRATITUDE BY REACHING OUT WITH A YUMMY ARTIFACT
Image source: http://agbeat.com/
Rob G. of strictlyautobiographical.com wrote a blog post for his future children called “The Milano: an ode to Pepperidge Farm” in which he details his encounter with his new love for Milano cookies.
Shortly after, a representative from Pepperidge Farm reached out to him via email to thank him for the post and asked for his address.
Rob G. followed up with a blog post sharing his new stash of cookies and gratitude to Pepperidge Farm saying, “You’ve made me even more of a lifetime fan. Thank you so much!” 13
Image source: www.jwt.com / www.coloribus.com
FACILITATE DELIGHT IN THE FORM OF A SHARED EXPERIENCE AND SINCERE GESTURE
A major soccer match between Spain’s Real Madrid against Italy’s AC Milan was taking place, and Italy’s AC Milan fans were eager to watch. To use American football as an analogy, this is as if Russell Wilson’s Seattle Seahawks and Peyton Manning’s Denver Broncos played on Monday Night Football.
Heineken enlisted several university professors, girlfriends and bosses to convince their boyfriends to go to a classical concert on the same night as the match. These men could not say no to their significant other/boss and had to go to the classical concert.
Heineken prepared a special surprise for them, unveiling a big screen as well as a classical orchestra which played music as beers were handed out, just in time for the big match.
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GESTURES COME TO LIFE THROUGH INSIGHTFUL INDUSTRY CONTENT - VITAL CURRENCY FOR THE B2B INDUSTRY
Image source: http://networkingexchangeblog.att.com/
AT&T created a content marketing hub targeting key stakeholders for their B2B business.
The team used social channels such as LinkedIn and Twitter to target people who would find the information useful.
In the timespan of 18 months, AT&T saw $47 million in new business.
People reward those who provide the right information at the right time. 15
PLATFORMS ARE EVOLVING TOWARDS COLLECTIVE VALUE OVER NEWSFEED CONSUMPTION
Image source: eongxien.wordpress.com
CO-CREATION ENABLES THE REALIZATION OF NEW PRODUCTS AND BRANDS
Image source: Kickstarter.com
The Kickstarter effect and magic of co-creation has arrived. In 2013, 19,911 projects were successfully funded and total of $480mm in total pledges were made, thereby unlocking new creative projects from a collection of sincere gestures in order to create thought provoking experiences.
Additionally, collective gestures are unlocking the creation of new products. Modern artifacts that have a genuine purpose, and a newfound meaning for the user, now have an opportunity to be involved at the very beginning of the production process, and therefore have more skin in the game.
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COLLECTIVE GESTURES ENABLE CHARITY
Image source: NYTimes.com
In the summer of 2012, Karen H. Klein was harshly bullied by students in upstate New York.
The video titled, “Making the Bus Monitor Cry” was posted on YouTube and surpassed 4.7 million views within a week.
The video prompted outrage on the internet. One viewer was inspired to create an IndieGoGo crowdfunding page with a $5,000 goal to give Karen the vacation of a lifetime. The campaign ended up raising $600,000 and ensured that Karen would never have to be a bus monitor again for the rest of her life.
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Image sources: www.wbcitizenship.com www.indiegogo.com
DC Entertainment’s We Can Be Heroes campaign raised more than $150,000 to tackle hunger in the Horn of Africa by enticing donors with perks like collector’s edition comic books.
Save the Drive-In, a campaign supported by Honda, is raising money to help sustain the dwindling number of drive-in movie theaters.
BRANDS CAN UTILIZE THESE PLATFORMS TO HELP US ALL BE HEROES AND DELIVER REAL VALUE AND HOPE
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OKAY, COOL.
NOW, HOW DO WE CREATE “EYE-OPENING” ENTERTAINMENT
EXPERIENCES AND CREATE STRONG LOYAL NICHES THROUGH CONSISTENT AND
AUTHENTIC CUSTOMER EXPERIENCES?
Image source: fabuloussavers.com
Image sources: google.comthesaleslion.com
BE EXCEPTIONAL
BE OFF-PATTERN
BEING EXCEPTIONAL GETS YOU NOTICED
Image source www.hothdwallpaper.net
Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.html
BEING OFF-PATTERN CREATES AUTHENTICITY AND NEWNESS
Image source: emi-cfd.com
“THE BEST EXPERIENCES ARE BORN THROUGH A COMBINATION OF WHAT IS EXPECTED AND SOMETHING NEW.” - MARC SHILLUM
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PEOPLE ARE GRATEFUL WHEN THEY SEE, HEAR OR LEARN SOMETHING NEW
THIS IS HOW NOVELTY IS BORN
Image source: meetthebeatlesforreal.blogspot.com
AND WANT TO KNOW WHAT’S CRAY?*
Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.htmlImage source: dailydithers.wordpress.com *CRAY IS SLANG FOR CRAZY
DOPAMINE IS RELEASED NOT AT THE CRESCENDO OF A MUSICAL
COMPOSITION, BUT APPROXIMATELY 12 SECONDS BEFORE.
DOPAMINE IS A NEUROTRANSMITTER IN OUR BRAIN THAT HELPS CONTROL REWARD AND PLEASURE CENTERS.
WE EXPECT AND FIND DELIGHT IN “EYE-OPENING” EXPERIENCES.
Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.html
IT’S SCIENCE!
Image source: dailydithers.wordpress.com
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Image source: ideagirlmedia.com
A HUMAN-FIRST APPROACH IS HOW TO CONNECT IN A DECENTRALIZED ECOSYSTEM OF HUMAN NETWORKS
“No one wants to be thought of as a ‘user’ (or ‘consumer’ for that matter). I certainly don’t. And I wouldn’t consider my mom a ‘user’ either, she’s my mom.” - Jack Dorsey
Image source: news.stlpublicradio.org
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‘WE NEED [A SHIFT FROM SPREADABLE MEDIA] TO PERMEABLE MEDIA: MOVING FROM CONTENT PROVIDERS TO CONTEXT PROVIDERS [AND EXPERIENCE DESIGNERS].’
PATRICIA ZIMMERMANN, PROFESSOR, MEDIA ARTS, ITHACA COLLEGE
Image source: www.ithaca.edu
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VERB, REVERB AND AMPLIFY THEORY
Image source: http://smithery.co/
The verb is something the company does.
The reverb is the reverberations (r1) of that action across the social web, the “oooo, did you see what they did?’ (i.e. eye-opening experience)
The amplify is taking what you did, the reactions, and turning that into a story.
You must create a company culture that incorporates the development of eye-opening entertainment experiences and authentic gestures to produce dynamic reverberations across the social web.
KEY
r1 = reverberationsv = the thing you doq = quality of your product/ serviceb = brand warmth r0 = reverberations of the last thing you did
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Image source: flickr.com
WHEN AMAZING HAPPENS, PEOPLE SEE IT
Image source: flickr.com
TALK ABOUT IT
“YOU NEED TO BE PERFECT IN EVERY ASPECT – IN THE WINDOW, IN EVERY SQUARE FOOT OF THE STORE. EVEN TEN YEARS AGO IT WAS ENOUGH TO JUST CREATE THE PRODUCT AND THE ADVERTISING. NOW YOU NEED TO PRODUCE A TOTAL ENVIRONMENT, A WORLD IN WHICH EVERYTHING FITS TOGETHER. WE STARTED SELLING JEANS, AND NOW WE ARE SELLING A WAY OF LIFE.”
RENZO ROSSOFOUNDER OF DIESEL JEANS CEO, OTB HOLDING GROUP
Image source: outofrush.com
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Image source: http://smithery.co/
“ADVERTISING IS NOT THE THING YOU DO. IT’S THE STORY OF THE THINGS YOU’VE DONE.” - JOHN V WILLSHIRE
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DO AMAZING THINGS
Image source: www.marketingmagazine.co.uk
CHAOS PRESENTS ENORMOUS OPPORTUNITIES
BEING EXCEPTIONAL AND OFF-PATTERN CREATES EYE-OPENING ENTERTAINMENT FOR THE MASSES
DIGITAL TOOLS CREATE DELIGHT, TRUST AND LOYALTY
UNDERSTANDING HOW TO HARNESS THIS IS VITAL TO YOUR COMPANY’S SURVIVAL
BROUGHT TO YOU BY
@Carrot@MitchKapler
SOURCES1 Morales, Lymari. “U.S. Distrust in Media
Hits New High.” Gallup. Web. 21 Sept 2012. <http://www.gallup.com/poll/157589/
distrust-media-hits-new-high.aspx>
2 Wilke, Joy and Newport, Frank. “Fewer Americans Than Ever Trust Gov’t to
Handle Problems.” Gallup. Web. 13 Sept. 2013. <http://www.gallup.com/poll/
164393/fewer-americans-ever-trust-gov-handle-problems.aspx>
3 Adams, Susan. “New Study: Trust in Both Business and Corporate Leaders
Plummets.” Forbes. Web. 22 Jan. 2013 <http://www.forbes.com/sites/
susanadams/2013/01/22/new-study-trust-in-both-business-and-corporate-leaders-
plummets>
4 Perry, Mark J. “Fortune 500 Firms in 1955 vs. 2011; 87% Are Gone.” Weblog entry.
Carpe Diem. 11 Nov. 2011 <http://mjperry.blogspot.com/2011/11/
fortune-500-firms-in-1955-vs-2011-87.html>
5 Qualman, Erik. “10 WOW Social Media Statistics“ Weblog entry. Socialnomics.
11 June. 2011. <http://www.socialnomics.net/
2011/06/07/10-wow-social-media-statistics>
6 Jenkins, Henry, Puroshotma, Ravi, Clinton, Katherine, Weigel, Margaret, &
Robison, Alice J. (2005). “Confronting the Challenges of Participatory Culture: Media
Education for the 21st Century.” New Media Literacies <http://
www.newmedialiteracies.org/wp-content/uploads/pdfs/NMLWhitePaper.pdf
7 Dvosrsky, Georoge. “The emerging science of 'collective intelligence' — and
the rise of the global brain” io9. Web. 23 Nov. 2012
<http://io9.com/5962914/the-emerging-science-of-collective-intelligence--and-
the-rise-of-the-global-brain>
8 Johnson, Steven. (2006) Everything Bad is Good for You: How Today's Popular Culture is Actually Making Us Smarter
New York, NY: Riverhead Trade
9 Neff, Jack. “How Much Old Spice Body Wash Has the Old Spice Guy Sold?” AdvertisingAge. Web. 26 July. 2010
<http://adage.com/article/news/spice-body-wash-spice-guy-sold/145096>
10 Case, Amber. “We Are All Cyborgs Now.” Dec. 2010 Online Video Clip.
YouTube. Web. 11 Jan 2011 <http://www.youtube.com/watch?
v=z1KJAXM3xYA>
11 Zak, Paul. “Trust, morality -- and oxytocin?” July. 2011. Online Video Clip.
YouTube. Web. 11 Nov 2011 <http://www.youtube.com/watch?
v=rFAdlU2ETjU>
12 Nayer, Melanie. “On the scene: Virgin Atlantic team brings treats, cheer to
Boston” Boston.com. Web. 19 March. 2013.
<http://www.boston.com/travel/explorene/blogs/packup/2013/03/
virgin_atlantic_takes_to_the_s.html>
13 Rosales, Lani. “Pepperidge Farm surprises a blogger, wins a fan for life” The American Genius - business entrepreneur's
beat. Web. 6 Feb. 2013
<http://agbeat.com/social-media/pepperidge-farm-surprises-a-blogger-
wins-a-fan-for-life>
14 Hepburn, Aden. “Heineken: Guerrilla Marketing Event In Italy” Weblog entry.
DigitalBuzz Blog. 15 Mar. 2010 <http://www.digitalbuzzblog.com/
heineken-guerrilla-marketing-event-in-italy>
15 Biehn, Sander. “Social Media Case Study: How I made $47 million from my
B2B blog.” Weblog entry. {grow}. 18 Sept. 2013
<http://www.businessesgrow.com/2013/09/18/case-study-how-i-made-47-
million-from-my-b2b-blog>
SOURCES16 Kickstarter. “The Year in Kickstarter.”
8 Jan. 2013 Kickstarter. Web. <http://www.kickstarter.com/year/2013>
17 Preston, Jennifer. “For Bullied Bus Monitor, a Windfall to Ease the Pain.” New
York Times. Web. 22 June, 2012. <http://www.nytimes.com/2012/06/23/nyregion/for-bullied-bus-monitor-funds-raised-to-
take-hurt-away.html>
18 Bazilian, Emma. “Brands Are Discovering Crowdfunding as a Marketing
Tool Aligning themselves with popular causes.” Forbes. Web. 22 Jan. 2013 <http://
www.forbes.com/sites/susanadams/2013/01/22/new-study-trust-in-both-
business-and-corporate-leaders-plummets>
19 Shillum, Marc. “SXSW Brands as Patterns_final” Weblog entry. Slideshare.
10 March 2012 <http://www.slideshare.net/Method_Inc/
sxsw-brandsas-patternsfinal>
20 Dorsey, Jack. “Let’s reconsider our “users”“ Weblog entry. Jack’s Tumblr.
17 Oct. 2012 <http://jacks.tumblr.com/post/
33785796042/lets-reconsider-our-users>
21 Zimmerman, Patricia (BrainPicker). “"We need more permeable media, moving from content providers to context providers." ~
Patricia Zimmerman #FoE5.” 11 Nov 2012, 11:50 a.m. Tweet.
<https://twitter.com/brainpicker/status/135444325843746816>
22 Willshire, John V. “Advertising is not the thing that you do. It’s the story of the
things you’ve done.” Weblog entry. Smithery.co. 4 April. 2011
<http://smithery.co/uncategorized/advertising-is-not-the-thing-that-you-do-its-the-story-of-the-things-youve-done>
23 Wipperfurth, Alex. (2006) Brand Hijack: Marketing Without MarketingNew York, NY: Portfolio Trade
SCHOLARS WHO INFORMED AND INSPIRED THIS PRESENTATION
Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.html
• Marc Shillum• Douglas Rushkoff• Helge Tenno• Seth Godin• Steven Johnson • Patricia Zimmerman• Ed Cotton • Gary Vaynerchuck• Amber Case• Jack Dorsey• John V Wilshire• Caleb Kramer• Gabrielle Schaefer• Jon Lombardo