experiences: the 7th era of marketing
TRANSCRIPT
Carla Johnson Speaker. Strategist. Storyteller. @CarlaJohnson
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Carla Johnson
@Carla Johnson
Where’s Marketing Headed?
@Carla Johnson
“Companies are increasingly
enhancing the value of their products
by creating customer experiences.
Some deepen the customer
relationship by leveraging what they
know. Others focus on breadth by
creating touchpoints.
High performing brands do both for
the “total experience”. The most
important marketing metric will soon
change from share of voice to share
of experience.”
@Carla Johnson Source: The ANA
@Carla Johnson
1. Evolution of
customer
relationship
2. Democratization
of content and
experiences
3. Marketing’s
evolution in the
business
What has Changed for Marketing?
@Carla Johnson
1. It’s beyond relationships
• Disruption of digital more
broadly
• “Relationship” expectations
have changed
• Loyalty is to alignment of value
and approach, not to product or
service
@Carla Johnson
2. Democratization of content experiences
• Decline of “reach and
frequency” as focus
• Ease of publishing has created
“small marketing”
• Power AND risk of not
maintaining a brand audience
• Value must be continually
created
@Carla Johnson
3. Marketing’s evolution in the business
• Beyond organizing around
technology or platforms
• Marketing must be strategic
differentiator of the business
• Creating value, not just
describing it
@Carla Johnson
What’s Changed for Marketing?
Marketing – and thus content – is the
distinguishing function of the business
We delight audiences as a means to not just
create, but evolve customers
We not only describe value, we create it.
“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
@Carla Johnson
@Carla Johnson
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Trade Era
1850s-1900s
@Carla Johnson
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Trade Era
1850s-1900s
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Production
Era
1900s-1920s
@Carla Johnson
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Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4
@Carla Johnson
1
Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4
Marketing
Department Era
1940s-1960s
@Carla Johnson
1
Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4
Marketing
Department Era
1940s-1960s
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Marketing
Company Era 1960s-1990s
@Carla Johnson
1
Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4
Marketing
Department Era
1940s-1960s
5
6
Relationship Era
1990s-2015
Marketing
Company Era 1960s-1990s
@Carla Johnson
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Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4
Marketing
Department Era
1940s-1960s
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6
Relationship Era
1990s-2015
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Experiences
Era 2015-???
The Experiences Era
Marketing
Company Era 1960s-1990s
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@Carla Johnson
Marriott launched a content studio
“content is just a part of the overall
travel experience we provide, we
believe Marriott can become the
world’s leading publisher of travel
lifestyle content for the next
generation”
“Whether scripted or unscripted, the
hotels are a character in the story.
It’s not about integrating ourselves
into the content.”
- David Bebee, Vice President, Global Creative and Content Marketing at Marriott International
@Carla Johnson
“Qualcomm is a company built by inventors, and we’re reimagining the future of communication and technological empowerment. But we aren’t doing it alone. Qualcomm Spark celebrates inventors everywhere by telling their stories, and exploring a world that’s changing every day, for the better.”
Qualcomm launched a hub for futurists
@Carla Johnson
Its physical experience is now a
“coffee shop” with comfy chairs,
magazines, a coffee bar and a
feast of informative and
entertaining videos from
its 24/7 broadcast
offering.
@Carla Johnson
Jyske Bank launched a media company
“If you can’t
describe what
you’re doing as a
process, you don’t
know what you are
doing.” - Dr. W. Edwards Deming
@Carla Johnson
Content Creation Management
@Carla Johnson
is the 12-step CCM
framework is a process that
helps us describe how to
manage and measure
content-driven experiences
within the organization
Managing Experiences
@Carla Johnson
Inspire a revolution in the organization
Create: Make content a real function
Leverage the pocket(s) of excellence in content marketing to start something. Where to start? Where does it hurt?
@Carla Johnson
Recruit a team to lead
Create: Make content a real function
Function before form. Find people who can help. Build the team. Make it real. Buy-in and alignment with the FUNCTION is the important part. What’s the purpose?
@Carla Johnson
Plan an evolution
Create: Make content a real function
With the team engaged emotionally…now comes the business case. It’s the group’s focus to make content real, not to create projects…yet.
@Carla Johnson
Define roles and
responsibilities
Organize: Make content a real function
Sr. management’s blessing key
• Real responsibility - job
description
• Actual measurability and
accountability
• Focused purpose for the group
@Carla Johnson
Organize: Make content a real function
Write a charter for
CCM…then refer to it
and use it
Create a content mission and
then formalize roles
@Carla Johnson
A few examples:
One leader
Central, dedicated team
Aligned to demand-gen
Many teams
One is the media lab
Creating content
Innovation for corp mktg
@Carla Johnson
Extreme Example:
Completely separate
company
Dedicated team
Focused on brand
@Carla Johnson
Independent of size, from purpose
comes charter. 4 main components:
Planning – using long-range calendars to
budget and execute plans.
Storytelling – determining overall narrative & experiences to be created. Production & Publishing Management – align to global marketing and communications calendars Engagement & Measurement – the “keeper of the content” – mapping and managing experiences.
@Carla Johnson
We are trained, as marketers, to think
medium first, message second.
Media companies, good editors,
storytellers think differently.
The need for this will vary because of
your purpose. (see charter)
Four components:
1. What’s your goal?
2. Who will satisfy that goal?
3. What value will we deliver to them?
4. What makes our approach different?
@Carla Johnson
We now have a functioning group that is
ready to manage a portfolio of content-
driven experiences.
Content as a marketing group can now
be scaled as necessary.
Now it is time to take the Form and
actually start doing…
Organize: Gives the function form
@Carla Johnson
Manage: a Portfolio
“We are what we repeatedly do. Excellence then, is not an act, but a habit.” This is where many actually start their content marketing process
This is where becoming a “media company” is critical. CCM becomes an “idea factory” building maps for using content creatively, and effectively for business purposes.
@Carla Johnson
Manage: a Portfolio
Map the Experiences Creating the plans for new content-driven experiences Mapping the story Moving beyond campaign planning – because these are not campaigns. They are valuable products that they, themselves, must be created, marketed and sustained.
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@Carla Johnson
Manage: a Portfolio
Build the experiences Deploying a smart map enables you to start measuring success immediately. We’re looking at the success of the experience, not the tactic This affects how we build, launch and ultimately sustain content-driven experiences
@Carla Johnson
Manage: a Portfolio
Build the experiences Ultimately CCM manages a portfolio of content-driven experiences. Requires an on-going management and new skills: Portfolio Management – looking at the universe of initiatives and how they contribute
Continual Innovation – always looking at what new “maps” needs to be drawn Discipline – to manage, launch and decommission efforts
@Carla Johnson
Measurement is more than just looking at the traffic…
Don’t mistake success of the platform for success of the
business goal. Understand what the goals of the platform are
– and measure toward its contribution to the goal.
Then, the evaluation of the portfolio as a complete mix of
paid, owned and earned media becomes the
action.
Balancing the portfolio becomes the
Responsibility of the team.
Measure: Create meaning
@Carla Johnson
Poggio Bracciolini who discovered
On the Nature of Things
His passion and diligence for content is
what spawned a renaissance.
@Carla Johnson
I create
remarkable
experiences
@Carla Johnson
Thank you!
Carla Johnson
Type A Communications
O: (720) 344-0987
M: (720) 219-3062
www.TypeACommunications.com
More information at www.7thEraOfMarketing.com