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Evangelism and The Future of Digital Marketing
Timo Elliott, Global Innovation Evangelist, SAP
@timoelliott
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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“)
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New Technology = Business Opportunity
SOCIALCLOUDANALYTICSMOBILE
SCAM
?
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The World Changed. Did Your Marketing?
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Five Key Trends in The Future of Marketing
1. Branding
2. Power
3. Engineering
4. Being Interesting
5. Community
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1. Branding
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Brand (Still) Exist Only in Consumers’ Brains
Marketing
Experience
Peers
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Digital Campaigns
“Like A Girl”
“Real Beauty”
“Stratos”
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The $30M Tweet
Eighty-four million impressions from a Twitter exchange (and counting!)
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2. Power (to the People)
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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
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Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.
Source: Brian Solis’ Future of Business, 2013
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73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.
Source: Co.Exist
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3. Engineering (Is The New Marketing)
Old Marketing:
1. Think up campaign
2. Push it at people
3. Gather leads
4. Think up new campaign
New Marketing:
1. Build great product
2. Customers tell friends
3. Build community
4. Use community to build even better product
Now more than ever, your product IS your marketing
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Instagram: 30 million users. $1Bn valuation.
ZERO marketing staff
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Back to the Origins of Marketing
“Marketing and innovation produce results; all the rest are costs.
Marketing is the distinguishing, unique function of the business.”
Peter Drucker, 1954
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From “Marketing”To “Experience”
We need to spend less time telling people how great
we are, and more time being great
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Would a cool tweet help?
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This Doesn’t Help Much, Either…
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Are you the taxi company, or Uber?
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“If you have to be naked, you’d better be buff”
Don Tapscott
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Marketing becomes part of what you sell
[The end-to-end experience]
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We ALL Want Luxury Service
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A Seamless Experience
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Use Design Thinking to Rethink What You Sell
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4. ROI = Return On Interesting
Howard Gossage
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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
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You Are Not That Interesting
Challenge: do a campaign without creating any content yourself…
5. What’s Interesting?
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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
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© 2014 SAP AG. All rights reserved. 33
Listening to Customers
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Community-Created Content
Vincent Boon
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Community at SAP: >2.5 Million Members
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B2C or B2B? No, H2H
Human to HumanCreating content for people, not “targets”
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Content
Communication
CommunityIteration
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This Takes Technology
AnalyticsCollaboration
Omnichannel personalization
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The Right Incentives
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Conclusion
1. Brand is in the eye of consumers
2. It’s about power to the people
3. Engineering is the new marketing
4. ROI = Return on Interesting
5. What’s Interesting? (Community!)
Evangelism!• Find good news• Share it
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Thank You!Timo ElliottVP, Global innovation Evangelist
@timoelliott
ReturnOnInteresting.com