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!)