This document discusses the concept of Z.E.R.O paid media budget and how companies can focus on customer experience, advocacy and relationships. It advocates that companies look to startups for innovation and focus on customer retention by "flipping the funnel" to prioritize existing customers over new acquisitions. The document provides a 10 point action plan for companies to implement these concepts through their culture, talent, measurement, and focusing on customers as the drivers of new business.

1. Le Big Bang
@jaffejuice
#zeropaidmedia
May 14th, 2015

2. 2"

4. New"Media"(2005)"
What’s'the'Next'Big'Thing?'
Customer""
Experience"(2010)"
Wri<ng"the"book"on"the"future"(4"<mes)"
Social"Media"(2007)"
Common""
Sense"(2013)"

5. Life'a3er'Life'a3er'the'307second'spot'

7. A'perfect'storm'is'coming…'

8. Consumers'as'the'InsBgators'

9. CreaBvity'as'the'Pansy'

10. Technology'as'the'Accelerant'

11. The'smoking'gun'

12. Introducing'Z.E.R.O.''
In'a'perfect'world,'the'opBmal''
paid'media'budget'would'be'ZERO'

14. Z.E.R.O.'is'an'A.C.R.O.N.Y.M.'

15. Zealots'
Advocacy'

16. “LikeGate”'
16"

17. Facebook'“Like”'broadening'the'wrong'end'of'the'funnel'
©"“Flip"the"Funnel:"How"to"use"exis3ng"customers"to"gain"new"ones”"(2010,"Wiley)"by"Joseph"Jaffe"
Awareness'
Interest'
Desire'
AcBon'
Like'='SaBsfactory'

19. Entrepreneurship'
InnovaBon;'Partnership'with'Startups'

20. What'if?'
WAS'ACQUIRED BY WAS INVESTED IN BY WAS PILOTED BY
ACQUIRED
FOR $178M"
ACQUIRED
FOR $500M"
ACQUIRED
FOR $150M + $475M"
WAS INCUBATED BY

23. Don’t&brands&ask&these&same&ques2ons?&
So&why&not&look&towards&startups&to&solve&these&problems&

24. Corpora2ons&are&built&to&suck&

25. Customer'Centricity'(Service,'Experience)'
RetenBon'

26. Do'the'Math'

27. 12%' 6%' 3%'

28. Introducing'A.D.I.A.'aka'The'Flipped'Funnel'

29. 29"

30. Customer'Service'doesn’t'stop'at'5pm'on'a'Friday'
2'
3'
4'
5'
1'
7'
8'
9'
10'
6'
From'“everything”'to'“everyone”'communicates'
All'customers'are'equal'(some'more'than'others)'
Customer'service'is'not'only'about'solving'problems'
Customer'service'lives'“in'the'now”'
Customer'service'can'be'a'revenue'generator'
Customer'service'lives'in'the'public'domain'
Customer'service'is'an'ongoing'commitment'
Customer'service'can'be'proacBve'&'anBcipatory'
Customer'service'is'alive'
The'New'Rules'of'Customer'Service'

32. This'is'a'people'business'driven'by'technology'–'
Jim'Bush'(American'Express)'
Who'is'beier'at'living'this'than'an'SME?'

33. From'Tenants'to'Landlords'
Owned'Assets'

36. 36"

38. 38"

39. The'10'Point'AcBon'Plan'

40. The'107point'AcBon'Plan'
1. Culture"and"Talent"
2. Tenure"and"Career"Planning"
3. Compensa<on"
4. Budget"seNng""
5. Measurement""
6. Flip"the"Funnel:"Use"exis<ng"customers"to"gain"new"ones"
7. Customer"Experience"as"the"True"Differen<ator"
8. Innova<on"
9. Become"a"Data"Junkie"
10. From'Campaigns'to'Commitments'to'Ecosystems'

41. ©"“Flip"the"Funnel:"How"to"use"exis3ng"customers"to"gain"new"ones”"(2010,"Wiley)"by"Joseph"Jaffe"
AcquisiBon'
RetenBon'
New'AcquisiBon'
Acknowledgement'
Dialogue'
IncenBvizaBon'
AcBvaBon'
Awareness'
Interest'
Desire'
AcBon'
The'MarkeBng'BowTie™'
TradiBonal'Funnel'meets'Flipped'Funnel'

42. A'customer7'and'employee7based'ecosystem''
powered'by'technology'
The'most'credible'spokesperson'is'your'employee'
The'most'influenBal'salesperson'is'your'customer'

44. Is'Nike'a'Data'Company?'

46. 46"
The'only'way'to'keep'things'the'same'is'by'changing'–'
Rishad&Tobaccowala&
The&Poison&of&Incrementalism&–'Eric'Schmidt'

47. Z.E.R.O.'is'perfect'for'the'SME'

48. Your'relaBonship'with'“Goliath”'is'a'love7hate'one'

49. You'are'the'engine'of'growth''

50. Your'blades'are'%$#@^&ing'Great!'

51. Z.E.R.O.'is'a'Journey'

52. 50/50/5'
60/40"
70/20/10"

53. Z.E.R.O.'is'not'FREE'

54. The'world'is'not'perfect,'but…'

55. You’ve'got'to'ask'yourself'one'quesBon…'

56. What'if'we’re'wrong?'
What'if'we’re'right?'

57. Be'a'Hero.'Commit'to'Z.E.R.O.'

58. www.jaffejuice.com'
+1'917'603'4639'(to'speak'to'me)'
e7mail:'jaffe@startupsforbrands.com''
Twiier:'@jaffejuice''
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Funnel
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