Evangelism and The Future of Digital Marketing

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Evangelism and The Future of Digital Marketing

Timo Elliott, Global Innovation Evangelist

Visit TimoElliott.comFollow me @timoelliott on Twitter

What Is An Evangelist?

The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a reward given to the messenger for good news (εὔ = "good", ἀγγέλλω = "I bring a message“)

Technology Disruption, Business Opportunity

SOCIAL

CLOUD

ANALYTICS

MOBILE

S

C

A

M

?

The Advantages of Evangelism

Feedback

Iteration Incentives

FlexibilityCustomer-facing

Cheap!

The World Changed. Did Your Marketing?

15000 retweets5,000 shares18,000 likes

JUST IN THE FIRST HOUR

Headlines in over 100 countries525,000,000 earned impressions

The $30M Tweet

Eighty-four million impressions from a Twitter exchange (and counting!)

80% of CEOs think they deliver a superior customer experience

Source: The New Yorker

— but only 8% of customers agree.

This Is The Real Opportunity

Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.

Source: Brian Solis’ Future of Business, 2013

73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.

Source: Co.Exist

Power To The People

Old Vs. New Marketing

Old Marketing:

1. Buy prospect lists

2. Do campaigns at people

3. Give leads to sales

4. Sales sells to somebody else

New Marketing:

1. Build great product

2. Customers tell friends

3. Build community

4. Use community to build even better product

Increasingly, your product IS your marketing

Instagram: 30 million users. $1Bn valuation.

ZERO marketing staff

From MarketingTo Experience

We need to spend less time telling people how great we are, and more time being great

“If you have to be naked, you’d better be buff”

Don Tapscott

Back to the Origins of Marketing

“The purpose of business is to create a customer, the business enterprise has two — and only two — basic functions: marketing and innovation.

Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

Peter Drucker, 1954

Would a cool tweet help?

Are you the taxi company, or Uber?

Marketing becomes part of what you sell: the

overall customer experience

We Want Luxury Service

New Products & Services

Rethink The Notion of “Product”

Turn Products Into Services

Need DEEP understanding

Screw “personas” — go and talk to people!

DEEP UNDERSTANDING

Good marketing comes from people who understand the customer experience…

…and that comes from actually engaging with customers

© 2014 SAP AG. All rights reserved. 26

Listening to Customers

© 2014 SAP AG. All rights reserved. 27

Improving Customers LivesCombine structured and unstructured data for

complaint handling and patient experience reporting

“The improved information flow allows Medtronic to address product performance issues efficiently, accurately, and effectively and to detect trends at an earlier stage.”

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DISCOVERNEED

RESEARCH

RECEIVEOFFER

TRACKORDER

BUYRECEIVEPACKAGE

MISSINGITEM

POSTREVIEW

SETUPPHONE

BILLINGISSUE

MAKEPAYMENT

PHONEDAMAGE

TERMINATESERVICE

JOINGROUPS

NETWORKISSUE

CHANGEADDRESS

RESTARTSERVICE

RECEIVEOFFER

REFERFRIENDS

WEB

PRINT

DIGITAL ADS

WORD OFMOUTH

SOCIAL

RETAILSTORE

WEBSHOP

REVIEWS

CONTACTCENTER

WEBSHOP

E-MAIL

SOCIAL

RETAILSTORE

WEBSHOP

CONTACTCENTER

CONTACTCENTER

RETAILSTORE

CONTACTCENTER

CONTACTCENTERSOCIAL

WORD OFMOUTH

SOCIAL

E-MAIL

SEARCHKW/ADS

WEBSHOP

WEB

SHORTLIST

TV

BRANDEDCOMMUNITY

SUPPORTPORTAL

SUPPORTPORTAL

Help your buyers buy your products.

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SHOP &BUY

RESTARTSERVICE

SHOP &BUY

SHOP &BUY

RECEIVEPACKAGE

MISSINGITEM

SETUPPHONE

BILLINGISSUE

MAKEPAYMENT

PHONEDAMAGE

TERMINATESERVICE

NETWORKISSUE

CHANGEADDRESS

DISCOVERNEED

REFERFRIENDS

POSTREVIEW

JOINGROUPS

RESEARCH

RECEIVEOFFER

TRACKORDER

BUYRECEIVEPACKAGE

MISSINGITEM

POSTREVIEW

SETUPPHONE

BILLINGISSUE

MAKEPAYMENT

PHONEDAMAGE

TERMINATESERVICE

JOINGROUPS

NETWORKISSUE

CHANGEADDRESS

RESTARTSERVICE

RECEIVEOFFER

REFERFRIENDS

SHORTLIST

AWARENESS

DISCOVERY

CONSIDERATION

ACTION

ACTION

ADVOCACY

ADVOCACY

CONSIDERATION

USE

INTEREST

USEHelp your buyers buy your products.

WEB

PRINT

DIGITAL ADS

WORD OFMOUTH

SOCIAL

RETAILSTORE

WEBSHOP

REVIEWS

CONTACTCENTER

WEBSHOP

E-MAIL

SOCIAL

RETAILSTORE

WEBSHOP

CONTACTCENTER

CONTACTCENTER

CONTACTCENTERSOCIAL

WORD OFMOUTH

SOCIAL

E-MAIL

SEARCHKW/ADS

WEBSHOP

WEB

TV

BRANDEDCOMMUNITY

SUPPORTPORTAL

SUPPORTPORTAL

RETAILSTORE

CONTACTCENTER

SHOP &BUY

RESTARTSERVICE

SHOP &BUY

SHOP &BUY

RECEIVEPACKAGE

MISSINGITEM

SETUPPHONE

BILLINGISSUE

MAKEPAYMENT

PHONEDAMAGE

TERMINATESERVICE

NETWORKISSUE

CHANGEADDRESS

REFERFRIENDS

POSTREVIEW

JOINGROUPS

ONE CUSTOMER.

SHOP &BUY

SHOP &BUYSHOP &

BUYSETUPPHONE

BILLINGISSUE SERVICE REFER

FRIENDS

MANY JOURNEYS.

SHOP &BUYSHOP &

BUY

INFINITE POSSIBILITIES.

Optimizing The Customer Experience

Outside-in Look at every step in the customer journey

A Seamless Experience

“Campaigns”

ALWAYS ON(support buying cycle)

JUST IN TIME(topical awareness)

There should be two different sets of programs, for two very different needs

Be Interesting (AKA “Content Marketing”)

Howard Gossage

Be Interesting

Marketing used to be about making a myth and telling it. Now it’s about making a truth and sharing it.

Marc Mathieu, Unilever

We need to stop interrupting what people are interested in, and be what people are interested in.

Craig Davis, J. Walter Thompson

You Are Not That Interesting

Challenge: do a campaign without creating any content yourself…

Educate And Entertain

B2C or B2B? No, H2H

Human to HumanCreating content for people, not “targets”

Tell True Stories (about Humans)

From Ivory Tower to Refinery

It’s not about “trying to do good marketing”

It’s about creating a SYSTEM that ENSURES that only PROVEN content gets amplified

Content

Communication

Community

Start Small, Then Iterate

This Takes Technology

Analytics

Collaboration

Omnichannel personalization

The Right Incentives

Fewer Bureaucrats, More Entrepreneurs

Team Evangelism

Agile, collaborative teams rather than individuals

Subject-matter experts Messaging experts

Journalists and storytellers

Editors

Data analysts

Project managersCommunity organizers

Conclusion

• Digital Marketing is NOT about cool tweets and social campaigns — It’s an opportunity to rethink the customer experience from scratch

• Use iteration, community, and systems to ensure the best content possible for your customers

• This almost certainly means changes to process, organization, and KPIs

• Technology can help (but it’s not about the technology!)

Evangelism and The Future of Digital Marketing

Marketing

Transcript of Evangelism and The Future of Digital Marketing