Post on 09-May-2015
description
WHAT DO ALL GREAT THINGS HAVE IN COMMON?
KAHENACON
PROJECT
DATE CONFERENCEMAY 18, 2014
ORIGINALITYSTAYING AHEAD OF THE GAME IN ONLINE MARKETING
WILL SMITH SONG: LOST & FOUND- SPOTIFY- ITUNES- AMAZON- GOOGLE
LOST & FOUNDWill Smith’s reaction to the rap industry in 2005.
Videos, songs, and life was the same for everyone in the industry. They all had the same goals.
Will wanted to be more.
THIS IS SUCCESS4 GOLDEN GLOBE NOMINATIONS2 ACADEMY AWARD NOMINATIONS4 GRAMMY WINSONLY ACTOR TO HAVE 8 CONSECUTIVE FILMS OPEN AT #1
Originala first form
from which varieties arise
An authentic work of artas opposed to an
imitation or reproduction
Will Smith, Lost & Found
TRUE ORIGINALITY ONLINE IS REWARDED WITH COVERAGE, TRAFFIC, AND BUSINESS
ORIGINALITY IS FOUND IN PRODUCTS, MARKETING, AND PROCESSESIT’S NOT ABOUT BLOG POSTS, INFOGRAPHICS, OR COMMERCIALS, IT’S ANYTHING AND EVERYTHING
TAKE HOME:
Go for disruption. Don’t Follow. Lead.
Why should I tryto sound like y’all sound?
Will Smith, Lost & Found
WATCH YOUR COMPETITION FOR INSPIRATION LOOK FOR THE HOLES, WAYS TO MAKE AN IDEA BETTER
STOCKSY VS ISTOCKPHOTOSUSTAINABLE. CO-OP. REALISTIC. EDITORIAL. FAIR PROFITS.
DON’T LET YOUR COMPETITORS DICTATE YOUR MARKETING PLANLOOK TO YOUR OWN INTERNAL RESOURCES
TAKE HOME:
Use Competitive knowledge to inspire.
I don’t ride beatsI take them off the ground
Will Smith, Lost & Found
ORIGINALITY COMES FROM RESEARCHTHE BEST IDEAS COME FROM OTHERS, YOUR FANS, FOLLOWERS, EMPLOYEES, AND FRIENDS
Resources for Original Ideas
Social Interactions with Customers
Employees in Different Areas of the Business
Friends/Family
Mentors and Industry Friends
Conferences
Industry Content/Publications
WILL IS PROUD
HTTP://HUB.AA.COM/EN/NR/FEATURES/AMERICAN-AIRLINES-NEW-NARROWBODY-DELIVERIES-TO-ELEVATE-THE-FLYING-EXPERIENCE-WITH-MORE-COMFORT-AND-CONNECTIVITY
HTTP://WWW.KATEMORRIS.COM/2012/04/AIRLINES-FREE-BUSINESS-ADVICE-PROFIT.HTML
To have wi-fi bring in the most profit, power is required.
- April 2012
… fully charged with individual 110-volt universal AC power outlets and USB jacks
at every seat - July 2012
REMEMBER, SOMETIMES YOU’LL FAILFAILING IS JUST LEARNING IN DISGUISE
TAKE HOME:
You are not going todevelop the idea
alone.
Use your resources.
Land them somewhereShow them the town
Will Smith, Lost & Found
THE BEST IDEAS FAIL WITHOUT PROMOTIONIF THE WORLD IS NOT INFORMED, THE CHANCES OF SUCCESS DIMINISH.
TWEET A COFFEEMARKETING WAS LIMITED TO THE LAUNCH DAY
GOOD PROMOTION DOESN’T HELP A BAD PRODUCTIT WAS PROFITABLE, BUT SEEN AS A FAILURE COMPARED TO HIS OTHER PROJECTS
WINDOWS MILLENIUMENOUGH SAID
TAKE HOME:
Your investment incontent, product, or
business overall must be
matched with promo-tion.
I don’t follow everybodywhen it’s time to rap.
At one timeeverybody thoughtthe world was flat.
Will Smith, Lost & Found
DON’T FOLLOW A BAD IDEAYOU DON’T KNOW IF WHAT YOUR COMPETITOR IS DOING WORKS.
ADS FOR COMPETITORSJCPENNEY, MACYS, AMAZON, AND OTHERS DO IT …
SMALL BUSINESS EXAMPLEJUMPING ON COUPON/FLASH DEAL SITES LIKE GROUPON AND LIVING SOCIAL http://www.photomint.com/photography-business/5-reasons-not-to-use-groupon-marketing-for-your-photography-
business/
TAKE HOME:
Don’t follow bad ideas
just because some-one
else is doing it. Test.
How the hell we gon’ have a battle of wits?Trick, you unarmed.
Will Smith, Lost & Found
BEAT YOUR COMPETITION BY DOING THINGS THEY CAN’T MATCH!MAKE THEM RUN TO CATCH UP TO YOU
THE I-SYSTEM AKA EXCLUSIVITYONCE IN THE INFRASTRUCTURE, PEOPLE TYPICALLY STAY THERE
TAKE HOME:
Find the thing that not
only sets you apart, your competitors
can’tmatch.
Let’s Talk AboutTaking the Game Beyond
Will Smith, Lost & Found
DEFINING THE PROCESSYES, THE PROCESS FOR ORIGINALITY IS KIND OF AN OXYMORON
Originality Process for Online Marketing
1. Stop Chasing … the Algorithm and your Competitors
2. Spend Time with your Customers
3. Talk with Others in your Company or Client’s Company (Developers, Product, Sales, Customer Service)
4. Develop Relationships with Related Businesses
5. Develop Relationships with Journalists of all Kinds
6. Brainstorm Continually
DON’T CHASE
TALK TO CUSTOMERS
TALK TO CO-WORKERS
DEVELOP RELATION-
SHIPS
BRAINSTORMCONTINUALLY
TAKE HOME:
Make everything about
the customer.
And talk to peopleoutside of your
world.
Lost:
When you a slave to the bizWith no care for the cost of what you saying to kids
Found:
When your lyrics are a test of time.
Will Smith, Lost & Found
ALL DECISIONS SHOULD BE GOOD FOR USERS AND THE FUTUREWOULD YOU FEEL COMFORTABLE MENTORING A NEWBIE AND MENTIONING YOUR ACTIONS?
MAKE THINGS YOU ARE PROUD OF AND WILL SHAREIF YOU WON’T TALK ABOUT IT, WHY SHOULD SOMEONE ELSE?
THANK YOU!
KATE MORRIS11 YEAR DIGITAL MARKETER@KATEMORRIS
(I love meeting new people, come say hi!)