Presented by Geoffrey Colon, author of the book Disruptive Marketing and Senior Marketing Communications Designer at Microsoft at Digital Summit Seattle on April 18, 2018.

1. @djgeoffe

2. All of the
information
What you
need to know
@djgeoffe

3. Three Problems We
Need To Address As
Businesses and
Brands: @djgeoffe

4. 1. The Wealth of
Information Creates
a Poverty of
Attention @djgeoffe

5. 2. We Think Too
Much in Rational
Economics When It
Comes to Measuring
Attention: @djgeoffe

6. Most Business Metrics
Measure Only What
They Can Measure:
ROI
ROAS
@djgeoffe

7. Problem 3:
While the web is
infinite, your mind is
not. @djgeoffe

8. @djgeoffe

9. QUERY 1: WHAT DO YOU THINK OF
WHEN YOU ARE TRYING TO REACH
PEOPLE WITH A WEALTH OF INFO AND A
POVERTY OF ATTENTION?…
@djgeoffe

10. DO YOU ASK: WHERE DO PEOPLE
SPEND TIME?
@djgeoffe

11. GOOGLE?
BING?
FACEBOOK?
TWITTER?
PINTEREST?
INSTAGRAM?
YOUTUBE?
SNAPCHAT?
AMAZON ECHO?
@djgeoffe

12. Those are Stakeholders of Attention
Economics.
@djgeoffe

13. ASK INSTEAD: HOW DO PEOPLE PAY
ATTENTION TO OTHER PEOPLE?
@djgeoffe

14. @djgeoffe

15. MIRROR SYSTEMS
@djgeoffe

16. @djgeoffe

17. MIRRORING
INTENT
@djgeoffe

18. @djgeoffe

19. @djgeoffe

20. @djgeoffe

21. Beyond the most glancing attention to
more than one thing at any one
moment, we stumble. That is why the
sum total of human attention is
necessarily limited and therefore scarce.
@djgeoffe

22. SOLUTION 1: UNDERSTAND THE
MOTIVATIONS OF YOUR AUDIENCE
VIA MIRRORING INTENT. THEN
REVERSE ENGINEER BACK TO THEIR
HABITATS. ONLINE AND OFFLINE.
@djgeoffe

23. QUERY 2: I WANT TO CREATE AN
ONLINE
COMMUNITY/MOVEMENT/CULTURE
FOR MY BRAND!
@djgeoffe

24. DO YOU ASK: WHERE SHOULD WE
BUILD THOSE ONLINE?
@djgeoffe

25. GOOGLE?
BING?
FACEBOOK?
TWITTER?
PINTEREST?
INSTAGRAM?
YOUTUBE?
SNAPCHAT?
AMAZON ECHO?
@djgeoffe

26. Those are Newsfeeds. They are
Channels. They are “Partial”
Communities.
@djgeoffe

27. ROBIN DUNBAR’s NUMBER
@djgeoffe

28. 150
@djgeoffe

29. “FACE TO FACE”
@djgeoffe

30. @djgeoffe

31. INSTA-SYNDROME
@djgeoffe

32. @djgeoffe

33. SOLUTION 2:
THINK ABOUT WHAT YOU CAN DO
OFFLINE THAT WILL REVERBERATE
ONLINE
@djgeoffe

34. WHILE THE WEB IS INFINITE YOUR
MIND IS NOT. REAL LIFE
EXPERIENCES CREATE MIRROR
SYSTEMS.
@djgeoffe

35. QUERY 3:
WHAT MAKES PEOPLE
WANT TO SHARE?
@djgeoffe

36. THE PSYCHOLOGICAL TRAITS OF
SHARING…
@djgeoffe

37. WHO ARE YOU?
Altruist
Careerist
Hipster
Boomerang
Connector
Selective @djgeoffe

38. WHY DO YOU SHARE?
• To bring valuable and entertaining
content to others?
• To define themselves to others?
• To grow and nourish relationships?
• For self-fulfillment?
• To get the word out about causes they
care about? @djgeoffe

39. OVERTARGETING
@djgeoffe

40. Lured by the promise of big data,
organizations segment audiences too
narrowly and unintentionally end up
abandoning large groups of
potentially lucrative customers.
@djgeoffe

41. PSYCHOLOGY EXPERIMENT
(2 VOLUNTEERS PLEASE)
@djgeoffe

42. “If you get too targeted, you
reinforce people who love your
brands to use more. There are only so
many cups of tea you can drink in a
day.” – Keith Weed, Unilever
@djgeoffe

43. 01 Broad-reach/match campaigns are still the best way
to drive market share, which is in turn a key driver of
profit.
02 The good news is that the digital revolution has
increased the potential effectiveness of most forms of
marketing, including traditional media.
03 So, for firms that invest at the right level, and in the
right way, mass marketing is working better than ever.
@djgeoffe

44. All of the
information
Who you
need to reach
with your
information
(light or non-
buyers)
@djgeoffe
Who you
think you
need to reach

45. SOLUTION 3:
QUESTION DATA,
COUNTERINTUITIVELY OPT FOR
TARGETING BROADER AUDIENCES,
BE WHAT YOU ARE BUT JUST TO
MORE PEOPLE
@djgeoffe

46. QUERY 4:
ARE AUDIENCE IDENTIFIERS
DATED?
@djgeoffe

47. BOOMER MILENNIAL
GENERATION X GENERATION Z
MILLIONAIRE
BUDGET DECISION MAKER
AGES 18-35
HEAD OF THE HOUSEHOLD
SENIOR VICE PRESIDENT
ORG CHART @djgeoffe

48. The New Definitions (Don’t
Fit The Old World):
• This is Cara-Beth Burnside aka “CB”
• She is 45 Years Old
• Visionary in Skateboarding and
Snowboarding
• First female athlete to have a
sneaker named after her
• She is a vegetarian
• Serves on boards to get women
equal pay in corporate
environments
• How Do You Define Her? @djgeoffe

49. We Live in an Era with a Surfeit of Subcultures
Don’t Kill
Demographics:
Understand Them
@djgeoffe

50. SOLUTION 4:
SEE YOUR AUDIENCES AS PEOPLE WHOSE
CHOICES CHANGE CONSTANTLY BASED
ON CONTEXT INSTEAD OF NARROWLY
DEFINED SEGMENTS WITH SHORT
PREDICTABLE LISTS OF PRIORITIES AND
MOTIVATIONS
@djgeoffe

51. QUERY 5: WHY DOES EQ and NOT IQ
ABOUT ECONOMICS OF AN ERA
MATTER?
@djgeoffe

52. The 1970s:
Stagflation
@djgeoffe

53. The 1970s:
Corporate Rock Cedes Power to
Heavy Metal/Punk Rock/Disco/Hip
Hop
@djgeoffe

54. The 1970s:
Black Sabbath “Iron Man”
@djgeoffe

55. The 1980s:
Reaganomics
@djgeoffe

56. The 1980s:
DIY Punk Rock Cedes Power to
Glam New Wave / Heavy Metal /
Shiny Pop
@djgeoffe

57. The 1980s:
Poison
“Unskinny Bop”
@djgeoffe

58. The 1980s (Fringe):
7 Seconds
“What If There’s War In America?”
@djgeoffe

59. The 1980s (Tipping Point):
Public Enemy
“Bring The Noise”
@djgeoffe

60. The 1990s:
Recession
@djgeoffe

61. The 1990s:
Grunge / Gangsta Rap / House Music
(The Rise of Sample Culture)
@djgeoffe

62. The 1990s:
Dr. Dre
“The Next Episode”
@djgeoffe

63. The 2000s:
Collapse
@djgeoffe

64. The 2000s:
Boy Bands / Corporate Pop /
Singer-Songwriters
@djgeoffe

65. The 2000s:
Nickelback
“How You Remind Me”
@djgeoffe

66. The 2010s:
Empowerment
@djgeoffe

67. The 2010s:
Female Pop Stars (Beyonce, Gaga,
Taylor, Katy, Pink) / Indie Hip Hop /
Indie Rock
@djgeoffe

68. The 2010s:
Taylor Swift
“Bad Blood”
@djgeoffe

69. The 2020s: Creative
Economy
@djgeoffe

70. SOLUTION 5:
CONTEXTUAL RELEVANCE ALLOWS YOU
TO BE DISCOVERED BY PEOPLE WHO
UNDERSTAND YOU GET IT, OR BEING
CONTEXTUALLY UNIQUE ALLOWS YOU
TO BE DISCOVERED BY PEOPLE WHO
UNDERSTAND YOU ALSO GET IT
@djgeoffe

71. NEW LEARNINGS
@djgeoffe

72. The First Two Eras - “If It Bleeds, Let It Lead”
@djgeoffe

73. A.I.D.A. – Attention, Interest, Decision, Action
@djgeoffe

74. The Third, Fourth and Fifth Eras: “If It’s Outrageous, It’s Contagious”
@djgeoffe

75. The Emerging Sixth Era: “If It Evokes Action, It Has Traction”
@djgeoffe

76. The Four Elements of Popular Culture
@djgeoffe

77. The Conjoint Effect
People, brand, celebrities
and content creators are
all acting like each other
and stealing each other’s
ideas, tricks and content.
@djgeoffe

78. QUERY 6: WILL VISUALS/VIDEOS
ALWAYS BE THE BEST WAY TO GAIN
ATTENTION?
@djgeoffe

79. SOLUTION 6:
@djgeoffe

80. IN SUMMATION:
1. Learn How People Pay Attention
2. Offline Converts to Online
3. Target More Broadly
4. See Your Audiences as People, Not Simply
Data
5. Pay Attention to Economics/Context
6. Think Accessibility. Visuals Are Not The
Only Way to Attract Attention @djgeoffe

81. My Name is
Geoffrey Colon…
@djgeoffe