Marketing was so much simpler when there was a limited number of TV, radio, newspapers, magazines, and movies. Marketers scheduled advertising in one or more mediums, waited, and watched for product sales as a result. Today there are myriad channels to utilize—and compete against—for customers’ attention. It’s no longer enough to create an exciting advertisement, let alone to expect a captive audience. Marketers today must reach customers wherever they are through a variety of new tools, technologies, and platforms. Added to this, marketers need to sew in a genuine, personal, hands-on touch, and partner with customers. It sounds frightening, but the core concepts of marketing haven’t changed. In this webinar, our panelists stitch together marketing fundamentals with the latest strategies. Specifically you will learn: -Principles and practices of modern marketing. -The mix of old and new skills marketers must balance. -Analytical skills needed to succeed in modern marketing. -Inbound marketing, web development, and design techniques for marketers.

1. Frankenmarketer: What is the Skill Set of
the Modern Marketer?
#SMTLive

2. Join the Conversation…
long and
Follow a thoughts
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3. Our Speakers
Tami Canizzarro is a Global Director of Marketing at IBM where she is responsible for driving IBM’s
Social Business initiative which helps companies to improve sales, marketing and workforce productivity
by building social into the fabric of their organizations. Her stated mission is to help IBM become the
number one Social Business in the world and to help clients become socially forward businesses. Tami
has worked at IBM for 10 years driving marketing programs across the company. She writes a blog for
marketers www.digitalageofmarketing.com and tweets under the name @TamiCann.
Natanya Anderson Natanya Anderson is the Director of Social Media and Digital Marketing at Whole
Foods Market. She has been working with social and new media for over a decade with a focus on both
strategy and execution, helping organizations change the way they engage with their constituents. At
Whole Foods she his concentrating on how an extensive local digital footprint merges with a strong brand
presence to create a unique customer experience that differentiates a brand, drives loyalty, and supports
the retail experience. @natanyap
Simon Pearce has over 15 years of experience in bringing world-class brands to life. He founded Fabric
Branding to help his clients' to find their "ideas worth caring about" and to bring those ideas to life
through the design of experiences worth talking about. Simon believes that digital and social
technologies are fundamentally rewriting the rules of engagement between companies and their
customers: now is the time to rethink how we define what brands are, and how we go about building
them. @simonpearcelive
Robin Carey founded Social Media Today LLC, a media company which brings together many of the
world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media
consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis.
She leads a team that curates web-based content about social media and other topics, speaks frequently
about social media and business. @robincarey
#SMTLive

4. Frankenmarketer:
What is the Skill Set of the Modern Marketer?
Natanya Anderson
Director, Social Media & Digital Marketing
Whole Foods Market
#SMTLive

5. Our Job Is Bigger Than Ever Before
• Of all the stories
• Customer centricity isn’t an option
• To all the audiences
• Consider the entire experience, not
just your part
• In all the formats
Storyteller
Customer
Experience
Advocate
• Insights, not data
• Focus on the actionable
• Look beyond your own data
• That means customer service too
• Engage with every kind of media
Insights
Forager
Consume,
Test,
and Learn
• Be critical – act as a user first
• Don’t be afraid to fail
#SMTLive

6. Required: A New Perspective
Then: From Us to Them
Now: Renewing Dialog
#SMTLive

7. Thank you!
Natanya Anderson
@natanyap
#SMTLive

8. What is the Skill Set of the Modern Marketer?
Simon Pearce, Founder
@simonpearcelive

9. The digital age has amplified the
importance of word-of-mouth
…more disruptive than
other factors that influence
purchase choice: it is more
likely to change behavior
…the only factor
that is in the “top
three” factors
across the entire
customer journey
…not a one-hit
wonder: builds its
own momentum
over time
McKinsey Quarterly: APRIL 2010 • Jacques Bughin, Jonathan Doogan, and Ole Jørgen Vetvik
PAGE 9

10. Customer experience is the biggest driver of
word-of-mouth
Correlation between customer experience
index and positive word-of-mouth*
Note: *As measured by the Forrester Research “Customer Experience Index”
Source: Forrester Research: Manning, Harley; Bodine, Kerry (2012-08-28).
PAGE 10

11. Marketing is becoming a design challenge as
much as it is a storytelling challenge
•
Not only tell compelling stories, but create experiences worth
talking about (e.g. Red Robin Brand Transformation)
•
Data not just for insights and targeting, but as a tool to
create value directly for customers (e.g. Nike Fuel band)
•
Be more interesting by joining conversations that are
happening now (e.g. Oreos at the Superbowl blackout)
•
Must collaborate more with IT, CRM, Operations, New
Product Design etc. to deliver a coherent customer journey
PAGE 11

12. Thin
gs
you can do
now to get
started
PAGE 12

13. #1 Look at your brand strategy
Does your brand story not only inspire you to tell stories, but
also inspire customers to tell stories?
PAGE 13

14. #2 Look at your level of experience integration
Do you have a customer experience map that all departments
collaborate on or just messaging and recall goals?
PAGE 14

15. #3 Look at how you create content
Do you have a real time marketing capability?
PAGE 15

16. #4 Look at your people
Are your employees your advocates? Are they excited to create
brand moments of truth that will drive positive WOM?
PAGE 16

17. #5 Look at your customer service
Is your customer experience defensive (a cost to be borne) or a
marketing asset that generates positive word-of-mouth?
PAGE 17

18. @simonpearcelive
Simon.Pearce@FabricBranding.com
Thank You!

19. Upcoming Webinars
1/21 Social Organization: What are Best Practices for Internal Collaboration
http://socialmediatoday.com/social-collaboration-webinar
1/28 The Social Customer Engagement Index: Use & Effectiveness of Social
Media in Customer Servicehttp
://socialmediatoday.com/social-customer-engagement-index-2013-webinar
2/4 Mobile and The Store of The Future
http://socialmediatoday.com/mobile-store-webinar