Youtility - Jay Baer

Diff between helping and selling two words

Examples

@hiltonsuggests

They just help.

Even if people are staying at other hotels.

Even if its not hotel or travel related

Clorox myStai App

helps fix stains

Two big questions in vetting

should clorox always be the answer? No, can make worse - butter

should we include coupons? No - changes dynamic of interaction

holiday world

they don't have iconic characters

they have holiday lands - halloween

land, christmas land, etc.

for every land, they have a info on every ride (not jjust where,

what its made of, menu (updated daily), temperature of water in

the pools

all done by hand... takes time

before people come, they want to know as much as possible.

that's how we win customers.

#1 theme park by rating agency.... holiday world

mcdonalds family farm video

what knot to do app

columbia sportswear

useful at a single moment, establishes brand with a consumer

they don't sell rope, but its something that their customers use... transcend the transaction

achoo by kleenex

shows flu spread based on searches

about fly related symptoms

car seat helper app

phoenix childrens hosp

people are lost on which to buy the blue one?

Hospital said "we can help"

Did it smartly - young enough to need a

car sear, likely you have a smart phone

offline version - montreal leases -

225k people more

ikea said if people are moving, what do

they need? boxes

built pyramids in busy areas

increased sales 25%

RunPeedan florio - tells you what parts of

movies its ok to go to the bathroom

Youtility Marketing so useful people would pay for it.

1) self serve informationzmot - sources needed b4 making

purchase 2010 5.3, 2011 10.4Why? need more info, or have more info? have

2) radical transparency

with info everywhere, really cant hide stuff

trust is prism through with all business

success must pass

3) realtime relevancy the best option in the moment

Personal and Commercial Colisionexample - jays facebook

friend - company - family - company

to do it?

know what they need - researchsurrounded by data, starved for insights

comes from actual conversation

how do we address the need

marketing your marketing

phychologically conditioned to treat

finished product as end of project

have to plan how to market your marketing

other notes /

sound bites

worlds information in their pants bad decisions are your owl fault (lazy)

thus people spend more time researching

i would like to know this > i know this --- took 8 seconds

history tells us that the cost of knowing years ago outweighed

the investment of knowing... it is unknowable

b2b in b2b, customers only contact after 70% of purchase decision has been made

we are competing for attention for everything

be amazing - go viral? No

Be useful - create marketing that is so

useful people would pay for it

Must give it time to work

friend of mine awareness is replacing

top of mind awareness

relationships are based on

informationsmarketing has to act like sales, vice versa

advertising isnt the enemy of content, its an enabler old spice (supported by $5m ad budget)

content is fire, social media is gasoline

use social to promote youtiliity first, company second

cant compete with family, friends in social with just company

useful articles are forwarded 30% more than average- contagiou - jonah berger

youtility is a process, not a project

river - not series of lakes

go back to existing and find way to turn

existing into utility

inspiration doesn't respond to meeting requests

- - Mindjet