techmesh leeds final presentation 08.03.12.1

Shoestrings and straight lines – how to

market a technology product

8th March 2012

Programme

4.30pm Registration and networking 5.15pm Introduction by Andrew Earnshaw, CIM TMIG 5.25pm Andy Peterson – KC Business 5.50pm Paul Lancaster - Plan Digital 6.15pm Rob Heerdegen – Eloqua 6.40pm Question & Answers 7.30pm Close

What’s next?

Leeds Media & techmesh social

Tuesday 24th April 2012 – Black House, Leeds 17:30 - 20:00

The Cloud – working towards 2015

Wednesday 9th May 2012 – York 17:30 – 20:30

Welcome To the Real World – The

Highs And Lows of Social Media

Marketing

8th March 2012 Andy Peterson @CIM Leeds

Bit About Me…

Atos Origin – CxO Trends

Atos Origin – CxO Trends

Atos Origin – CxO Trends

Do…

• Use their PPC – much cheaper than Google

• Gather information about the competition

• Use it to target prospects

• Use it to look for talent

Don’t

• Think the competition aren’t doing exactly the same

to you

• Expect it to drive many leads through direct contact

Do…

• Take a deep breath before you start

• Use it to deliver customer service

• Develop an SMP internally if you feel you need one

• Use it as part of the mix – deliver content

Don’t

• Expect to be able to control the conversation

• Advertise on it unless you’re an established brand

Do…

• Create your own channel

• Embed video on your own site as well

• Avoid distributing ads on your content

• Keep content brief and on topic

Don’t

• Remember to keep content live, or remove it if no

longer relevant.

• Expect everything you do to go viral

Do…

• Reach out to opinion formers

• Stay engaged

• Drive opinion

• Seek quality followers, not quantity

Don’t

• Try and sell

• Don’t follow disingenuously

• Don’t butt in to conversations unless you have a point

• Don’t link to anything that’s not relevant

• Go anywhere politics, sex or religion..

Welcome to the real world……

Things to remember..

• What’s your strategy?

• Who are your customers?

• Where are they right now?

• Can you measure it?

• Can you change it?

17

Close/Questions

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

Emotional Technology +

How Ideas Spread

@lordlancaster

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

Everything starts with an idea

(the rest is just detail)

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

Each new product or service begins with:

• Imagination

• Creativity

• Excitement

• Enthusiasm

• Belief

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

Over time… too many meetings, discussions and amends suck the life out of what was once pure & inspiring!

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

At launch, you’re already feeling jaded, de-motivated & bored with the product - just when you need to be at your most enthusiastic!

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

The Answer?

• Speed to launch

• Less talk, more action

• Avoid decision by committee

• Stay close to the original vision

• Fall in love with the product

Vision & Speed • Named after the domino effect (one powerful idea spreads down the line from person to person) • Cutting out the middle man (in this case the publisher) • Rapid time to market (‘Anything You Want’ = 12 weeks) • Short, pacy books (Designed to be read in under 1hr) • Domino Project Street Team. (Rewarding the sneezers)

Domino Project Street Team

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

Pillow Talk

http://www.youtube.com/watch?v=wrfJ9EOSFEU

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

Whether it’s B2C or B2B, people want:

• Inspiration

• Storytelling

• Solutions

• Beauty & emotion

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

Think like Don Draper

http://www.youtube.com/watch?v=suRDUFpsHus

NO EMAIL DAY 11.11.11

www.facebook.com/NoEmailDay

@lordlancaster @plandigitaluk http://plandigital.wordpress.com

Everything starts with an idea

(the rest is just detail)