Rediscovering The Human Connection

David Feldt @davidfeldt davidfeldt.com jazlabs.com

“Markets are conversations.”

“Markets consist of human beings, not demographic sectors.”  

“The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.”  

People  

Machines  &  

Factories  

Hardware  

So6ware  Web  

Web  2.0  

Social  

Back To The

Future

Traditional Marketing

Traditional Digital

Marketing

Social Engagement

  push messaging   broadcast   brand/offer centric   formal   mass or segmented

  push or pull messaging   interactive   brand/offer centric   automated   technology dependent   mass or segmented

  dialog   conversational   real-time   human voice   informal   niche   people & tech dependent

Communi?es  Blogs  Micro-­‐blogs  Forums  Customer  Service  

Banners  Micro-­‐sites  Email  Search  

TV  Radio  Print  Outdoor  Direct  Mail  

higher engagement lower engagement

Adapted  from  David  Armano  

Social

Execu?ve  

PR  

Marke?ng  

Sales  

Customer  Service  

Product  Development  

Opera?ons  

HR  

Embracing Social

•  Learning To Listen •  Crowdsourcing Innovation •  Shifting Marketing •  Changing The Conversation •  Scaling The Conversation •  Redefining What “Brand” Means •  Leveraging the Human

Connection

Learning To Listen

DELL

NASDAQ

June  2005  

October  2007  

August  17,  2005  

July  10,  2006  

Jan  27,  2007  

Crowdsourcing Innovation

Shifting Marketing

$33  million    in  2009  

$143  million    from  1999-­‐2009  

$ZERO  in  2010  

Changing The Conversation

Change The Conversation

The Trouble Ford Was In

•  Consumers don’t trust corporations •  Trust needs a face and a name •  Enter the automotive crisis •  Ford put into an interesting position •  Can a bad situation be a brand defining moment?

Scaling The Conversation

Redefining what “Brand” means

Zappos Core Values 1.  Deliver WOW Through Service 2.  Embrace and Drive Change 3.  Create Fun and a Little Weirdness 4.  Be Adventurous, Creative, and Open-Minded 5.  Pursue Growth and Learning 6.  Build Open and Honest Relationships With Communication 7.  Build a Positive Team and Family Spirit 8.  Do More with Less 9.  Be Passionate and Determined 10.  Be Humble

Leveraging the Human Connection