While many believe disruptive marketing strategies and tactics make sense for daily practitioners, they make even more sense for business decision makers and those who have the ability to influence entire organizations no matter the size. In this presentation, Geoffrey Colon, communications designer and social data expert at Microsoft for Bing Ads, explains how CMOs need to view this new world in order to reallocate funds they spend on marketing in the near and long term future. The world of the CMO shouldn't be about messaging or even narratives but how to inspire people to develop their own messages to carry to their network in our platform-centric world being reshaped daily by evolutions in technology. To connect with Geoffrey follow him on LinkedIn or on Twitter @djgeoffe Listen to his podcast Disruptive FM Buy the book that inspired this presentation: Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal on AMACOM Books http://geoffreycolon.net http://amacombooks.org

1. Geoffrey Colon, Communications Designer, Microsoft
Disruptive Marketing for CMOs:
What Growth Hackers, Data Punks,
and Other Hybrid Thinkers Can
Teach Us About Navigating the
New Normal

2. Yes, I wrote a book
with a crazy long title.
You want to know
why?

3. Because the world is
f#&king complex…
3
@djgeoffe

4. Why is it complex? Because
technology is reshaping human
behavior at a rate comparable
to Moore’s Law (every 2 years).
So how does a disruptive
marketer respond?
4
@djgeoffe

5. First, let’s understand the new
normal we live in via four
quotes:
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@djgeoffe

6. “Business has only two
functions – marketing and
innovation.” – Milan Kundera
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@djgeoffe

7. “Get into the habit of imagining
an alternate scenario. By posing
such ‘imagine if’ questions…we
can distance ourselves from the
frames, cues, anchors and
rhetoric that might be affecting
us.” – Noreena Hertz
7
@djgeoffe

8. “The most disruptive thing in
the market is not technology,
but rather the customer.” –
Tiffani Bova, Salesforce
8
@djgeoffe

9. “Species go extinct because
there are historical constraints
built into a given body or a
given design.” – Kevin Kelly
9
@djgeoffe

10. “Species go extinct because
there are historical constraints
built into a given body or a
given design.” – Kevin Kelly
10
@djgeoffe

11. Modern Marketers need to
understand technology,
platforms, emerging
media, analytics, holistic
decision-making journeys
and… 11
@djgeoffe

12. …more importantly
something more complex
than all of that
combined. What is more
complex than all of those
things?
12
@djgeoffe

13. 13
@djgeoffe

14. Which means the ask in
21st Century Business for
Marketers is:
Ask “What If?” and
“Why?” A LOT.
14
@djgeoffe

15. Aspire and live with an
attitude like my four-
year-old daughter
Tillie who wants to be
both a unicorn and a
scientist when she
grows up…(because
imagination is our true
north)

16. Don’t think or act like
a B-cubed individual.
Banker
Boring
Bottom feeder

17. Banking makes like one new
product every 30 years. And
when they do that they
practically kill the global
economy. (CDO or Collateralized
Debt Obligation)
Life is too short to be boring.
Especially in a business world
with abundant solutions.
A bottom feeder hires people
who are C and D class in their
field to take advantage of
people.

18. Don’t take advantage of
people. Disrupt that
interruptive linear and
fixed mindset.
18
@djgeoffe

19. Empower people.
19
@djgeoffe

20. More importantly
empower people to
achieve more.
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@djgeoffe

21. Don’t sell them a
solution. Sell them your
culture, your values, your
beliefs…
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@djgeoffe

22. Who said life and
business had to be
boring? Who said, “well,
these are the rules” ???
22
@djgeoffe

23. In soccer there is no
“playbook” and
formations adjust based
on the pace and
momentum of the game.
Aspire to learn from the
beautiful game…
How Soccer Explains Our World
23Disruptive Marketing
@djgeoffe

24. We live in a world now
where customers move at
random. They invest in
your company, they don’t
buy your products. 24
@djgeoffe

25. How do we navigate this
new normal of…
25
@djgeoffe

26. A World Without Rules?
26Disruptive Marketing
@djgeoffe

27. What matters more in
our here and now of the
modern world?
• Leaders?
• Power/Hierarchy?
• Scarcity?
• Technology?
• Revenue?
Creative Disruption in the Anti-Organization Age
27Disruptive Marketing
@djgeoffe

28. How about “We the
People???”
• Inspiration
• Being part of something bigger
• Feelings/Experiences
• Agility
• Human Rights
• Ethics
• Transparency
Creative Disruption in the Anti-Organization Age
28Disruptive Marketing @djgeoffe

29. Four Goals for the
Disruptive Marketer:
• Design that meets the demand of an
emerging market
• Reshaping the world so that it meets
the ethical narratives of people-
centricity
• Creating experiences around people-
to-people sharing psychology
• The blurring of lines between
company and customer
Creative Disruption in the Anti-Organization Age
29Disruptive Marketing
@djgeoffe

30. Four Skills of the
Disruptive Marketer
30Disruptive Marketing
@djgeoffe

31. Indirect knowledge has
changed the world…we
should focus on:
• Listening
• Ignoring Bright, Shiny
Objects
• Ethics
• Learn, Unlearn, Relearn
The Four Skills of the Disruptive Marketer
31Disruptive Marketing
@djgeoffe

32. Always Be Closing is
being replaced by Always
Be Listening…
The world is now a huge
sound chamber where
everyone has the ability
to add value.
The Four Skills of a Disruptive Marketer
32Disruptive Marketing
@djgeoffe

33. What did I get wrong in
this video from 2011?
• Is Socialcam a bright,
shiny object???
• What behavior should I
have paid attention to?
The Four Skills of a Disruptive Marketer
33Disruptive Marketing
@djgeoffe

34. Socialcam isn’t a
dominant platform but
the behavior it was
capturing now is:
• Video Messaging!!!
• Live video streaming!!!
• Post-remix video
creation!!!
The Four Skills of a Disruptive Marketer
34Disruptive Marketing
@djgeoffe

35. What corporate social
responsibility and ethical
standing does your
company have?
The Four Skills of a Disruptive Marketer
35Disruptive Marketing
@djgeoffe

36. Do you still believe in
scale and reach as a best
practice in the 21st
Century?
The Four Skills of a Disruptive Marketer
36Disruptive Marketing

37. Scale is a method from
the era of
industrialization. We are
now in a creative age
where platformification of
information delivered to
niche audiences acts as
our marketing vehicle
The Four Skills of a Disruptive Marketer
37Disruptive Marketing

38. Chris Anderson dubbed
this “The Long Tail” in his
2006 book. Selling to a
highly targeted, interest-
driven, niche who uses
word-of-mouth to scale
to audiences that are
relevant.
The Four Skills of a Disruptive Marketer
38Disruptive Marketing

39. We then reverse-engineer
this into scale (where
necessary)...
The Four Skills of a Disruptive Marketer
39Disruptive Marketing

40. Where does this begin?
Using mass marketing
and mass advertising
channels?
40
@djgeoffe

41. 41
@djgeoffe
Doubtful. It begins using
conversation as a KPI. It
begins using a concept
know as social by
design…

42. Doing things like this:
42
@djgeoffe

43. Using People To People or Peer to Peer Models to:
Disruptive Marketing 43
Increase awareness, positive perception and impact of Bing Ads news and content
by designing & executing genuine and deliberate engagements with our
Influencers. Produce Bing Ads content and experiences via a variety of first and
third-party events.

44. Wait, what, Influencers?
44
@djgeoffe

45. Disruptive Marketing 45

46. You mean you pay people
to peddle your products?
No, we’ve built
relationships over four
years and align with people
based on… 46
@djgeoffe

47. • Inspiration
• Involvement
• Feelings/Experiences
• Agility
• Ethics
• Transparency
47Disruptive Marketing @djgeoffe

48. Why? Why go direct to
people?
48
@djgeoffe

49. Disruptive Marketing 49
Because the psychology shows it’s more impactful and channels
and technologies allow for it:
• 32% of people trust word of mouth for
purchase/loyalty/investment decisions
• 20% of friends research a brand based on word of mouth
• 90% of customers say buying decisions are influenced by online
reviews by strangers
• Tools like Facebook Live video allow companies or influencers to
go direct to people and bypass publishers and media
gatekeepers

50. Execution & Tactics
Goal Tactics Details
Increase Bing Ads Awareness
Events - Industry events WW
Bing Ads Next - Annual Conference, expand globally
Influencer Events - Happy hours, dinners etc. in key cities
Influencer Celebrations - Celebrate Influencer's life and work milestones
Joint speaking - Co-host sessions, panels, key notes with Influencers
Increase positive perception of Bing
Ads in the advertising industry
Digital PR - Amplification of our messages
Sharing & amplifying - Social & network sharing
Targeted Bing Ads News &
Announcements
Articles by Bing Ads
- Articles by Bing Ads team on external publications
- Influencer guest blogging on the Bing Ads Blog
- External editorial calendar
Articles by Influencers - Articles about Bing or Bing Ads by Influencers
Direct Line Calls - Monthly calls with Influencers
Pilot Participation
- Influencer participation in Pilots
- Better define what the success and role of the Influencers are in this work
Internal
Monthly Deep Dives - Detailed Influencer PPT report
Monthly Reports - Stakeholder email report
Weekly V-Team mtgs - Tactical & strategic mtgs

51. Influencer Marketing: YTD metrics
272
Articles about Bing and
Bing Ads
108%
OF FY16 YEAR GOAL
68K
Social Shares of those
Articles
220%
OF FY16 YEAR GOAL
4352
Influencer Twitter Mentions
of Bing and Bing Ads
109%
OF FY16 YEAR GOAL
26.8M
Influencer Twitter Reach of
Bing and Bing Ads
89%
OF FY16 YEAR GOAL

52. Of course these are metrics
that are vanity unless we
look at the bigger picture…
52
@djgeoffe

53. How do you check your
pulse? Your heartbeat
right? The same is true
now in business.
• Net Promoter Score
The Four Metrics to Measure
53Disruptive Marketing
@djgeoffe

54. How do you check what
people are saying? Social
listening that can check
for:
• Qualitative Sentiment
The Four Metrics to Measure
54Disruptive Marketing
@djgeoffe

55. Conversion may help with
revenue but leave that for
a separate KPI. For
predictive analysis around
behavior track:
• Brand/Product
Mentions and Where
Those Mentions Occur
The Four Metrics to Measure
55Disruptive Marketing
@djgeoffe

56. Finally, in order to get a
good idea of what will
move your audience in
the future in terms of
content, track:
• Interests
• Job Titles
• Geography
The Four Metrics to Measure
56Disruptive Marketing
@djgeoffe

57. 1. Net Promoter Score – Why? Gives indicators if
people will recommend your products to others
(social by design)
2. Qualitative Sentiment – Why? It’s not the amount of
people saying things, but what they are saying.
Besides, you only need 120 connections* to create a
word of mouth business
Four Metrics to Measure
57
Disruptive Marketing - *Based on research by British Anthropologist Robin
Dunbar who noted that 120 connections were the most any person or company
could realistically manage and know who those people. Software will scale this
number of course.

58. 3. Brand/Product Mentions – Why? Makes sense to
know where these are taking place regardless of what
people are actually saying. This helps you map where
to ultimately be rather than hedging bets on “platform
blindness.”
4. Interests – Why? Unlike CTRs and conversion rates,
people data will help with personalization in a people-
centric fueled future where conversation is the
platform.
Four Metrics to Measure
58Disruptive Marketing

59. Part of learning, unlearning
and relearning is where we
stand currently in the world
of modern marketing…
59
@djgeoffe

60. So ask yourself as a CMO
this question to help you
rethink your view of the
world and your place in it…
60
@djgeoffe

61. When was the last time you
did something for the first
time?
61
@djgeoffe

62. My Name Is Geoffrey
Colon…and I Work at
Microsoft
62
@djgeoffe

63. Geoffrey Colon – Life ShieldFamily&Fun
Professional
• 3 years at Microsoft
• 7 years in agency world
• 4 years running my own business
(Creative Solutions Marketing
Agency)
• 10 years in the Music Industry
• Professional DJ
Interests: diversity in the workplace, women in tech, futurology, social media, mobile
technology, digital media, blogging, international travel, music production, DJing,
reading, soccer (playing and watching), podcasting, fashion, art, music, politics,
philosophy, yoga, cooking, running, boxing, MMA, cycling, swimming, physical
conditioning
Past Roles: landscaping, DJ, radio sales, promotions manager, creative director, event
director, agency entrepreneur, social strategist, client solutions director, vice
president of digital strategy
Personal
• Born in Bethlehem, PA
• Lehigh University alum
• Lived 20 years in Brooklyn,
NY
• Married to “the” Allison
Dunmire
• Two daughters: Olive &
Matilda
Serve on a non-profit board
Bring design thinking through diversity
Speak at more events, publish more books
Create new and innovative business models and
products around human behaviors
Destroy poverty, hate, racism, sexism
PublishedAuthor&NotedPodcaster

64. Web: geoffreycolon.net
Twitter: @djgeoffe
Podcast: Disruptive FM
Book: Disruptive Marketing
64
@djgeoffe

65. Mon nom est Geoffrey
Colon…et je travaille chez
Microsoft
65
@djgeoffe

66. Mi nombre es Geoffrey
Colon…y trabajo en
Microsoft
66
@djgeoffe

67. Mein Name ist Geoffrey
Colon…und ich arbeite
bei Microsoft
67
@djgeoffe

68. मेरा नाम Geoffrey बृहदान्त्र है
और मैं माइक्रोसॉफ्ट में काम
Microsoft
68
@djgeoffe

69. मेरा नाम Geoffrey बृहदान्त्र है
और मैं माइक्रोसॉफ्ट में काम
Microsoft
69
@djgeoffe

70. 我的名字叫傑佛瑞結腸和我
在微軟工作
Microsoft
70
@djgeoffe

71. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THE NFORMATION IN THIS PRESENTATION.