"Real-time Marketing Strategy: Surviving Daily Change" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing, at SXSW 2011 in Austin, TX on March 13, 2011.

1. Real-time
Marketing
Strategy:
Surviving
Daily
Change
Adam Lavelle SXSW 2011
Chief Strategy Officer March 13 - Future 15

3. Thank you Brian Haven for the history of media: @birdahonk

4. CAVE DRAWINGS
10,000 BC – 5,000 BC

5. CAVE DRAWINGS
4,000s BC

6. CAVE DRAWINGS
3,000s BC

7. PAPYRUS
STONE TABLETS
CAVE DRAWINGS
Development Of
Languages &
Societies
FIRESIDE CHAT
2,000s BC

8. PAPYRUS
PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
2,000 BC – 0 AD

9. PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
0 AD - 500

10. PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
500 – 1000

11. PAPER
Gutenberg Printing Press
BOOKS / POSTERS / HANDBILLS
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
1000 – 1450s

12. PAPER
BOOKS / POSTERS / HANDBILLS
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
1500s 1600s 1700s 1800

13. DAWN OF THE INDUSTRIAL REVOLUTION
Internal Combustion
Steam Power
Engine
Railroads Electrical Power
COUPONS
PR
TELEGRAPH / TELEPHONE
BOOKS / MAGAZINES
First Newspaper Ad
NEWSPAPERS
BAZAAR / MARKETPLACE
BILLBOARDS
1836 1850s 1864 1867 1888

14. WAR PROPAGANDA
DOOR-TO-DOOR SALES
COUPONS
TUPPERWARE PARTIES
PR
YELLOW PAGES
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
CLASSIFIED ADS
BILLBOARDS
CONSUMER GOODS & PRODUCT PACKAGING
PRODUCT PLACEMENT
RADIO ADS
TV ADS
20th
1920s 1940s 1950s
CENTURY

15. GOLDEN AGE OF ADVERTISING
SWEEPSTAKES DATABASE MARKETING
DOOR-TO-DOOR SALES DIRECT MAIL
GUERILLA MARKETING
COUPONS PERSONAL COMPUTERS
TUPPERWARE PARTIES CABLE TV
PR HOME SHOPPING CHANNELS
YELLOW PAGES ELECTRONIC BBS
TELEPHONE EMAIL
TELEMARKETING COMPUTER SPAM
BOOKS / MAGAZINES
NEWSPAPERS SWEEPSTAKES
DOOR-TO-DOOR SALES
CLASSIFIED ADS COUPONS
“TUPPERWARE PARTY” / MULTI-LEVEL MARKETING
PR
YELLOW PAGES
BILLBOARDS TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
PRODUCT PACKAGING NEWSPAPERS
CLASSIFIED ADS
PRODUCT PLACEMENT BILLBOARDS
PRODUCT PACKAGING
RADIO ADS PRODUCT PLACEMENT
RADIO ADS
TV ADS TV ADS
1960s 1970s 1980s

16. DOTCOM BOOM
DATABASE MARKETING WWW / WEB SITES
SEARCH ENGINES
DIRECT MAIL CRM
GUERILLA MARKETING ECOMMERCE
COMPARISON SHOPPING
PERSONAL COMPUTERS ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
CABLE TV WEB DISPLAY ADVERTISING
HOME SHOPPING CHANNELS TIVO
LONG TAIL / NICHE
ELECTRONIC BBS DATABASE MARKETING
DIRECT MAIL
EMAIL GUERILLA MARKETING
PERSONAL COMPUTERS
COMPUTER SPAM CABLE TV
HOME SHOPPING CHANNELS
ELECTRONIC BBS
EMAIL
COMPUTER SPAM
SWEEPSTAKES
DOOR-TO-DOOR SALES
COUPONS
MULTI-LEVEL MARKETING
PR
YELLOW PAGES
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
CLASSIFIED ADS
BILLBOARDS
PRODUCT PACKAGING
PRODUCT PLACEMENT
RADIO ADS
TV ADS
1990s

17. DOTCOM BUST SOCIALIZATION OF THE WEB
WWW / WEB SITES
SEARCH ENGINES
CRM
ECOMMERCE
COMPARISON SHOPPING
ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
“Irrational Exuberance”
WEB DISPLAY ADVERTISING
TIVO
LONG TAIL / NICHE
BLOGS
DATABASE MARKETING
SEARCH MARKETING
DIRECT MAIL
PODCASTING
GUERILLA MARKETING
ONLINE VIDEO
PERSONAL COMPUTERS
VIDEO GAMES (WEB)
CABLE TV
HOME SHOPPING CHANNELS MOBILE PHONES (POPULARIZED)
CROWDSOURCING
ELECTRONIC BBS
SOCIAL NETWORKS
EMAIL
WIKIS
COMPUTER SPAM
TWITTER
SWEEPSTAKES
WWW / WEB SITES
DOOR-TO-DOOR SALES SEARCH ENGINES
CRM
COUPONS ECOMMERCE
COMPARISON SHOPPING
ONLINE MARKETS (AMAZON)
MULTI-LEVEL MARKETING ONLINE AUCTIONS (EBAY)
WEB DISPLAY
ADVERTISING
PR TIVO
LONG TAIL / NICHE
YELLOW PAGES DATABASE MARKETING
DIRECT MAIL
GUERILLA MARKETING
TELEPHONE PERSONAL COMPUTERS
CABLE TV
TELEMARKETING HOME SHOPPING CHANNELS
ELECTRONIC BBS
EMAIL
BOOKS / MAGAZINES COMPUTER
SPAM
SWEEPSTAKES
NEWSPAPERS DOOR-TO-DOOR SALES
COUPONS
CLASSIFIED ADS MULTI-LEVEL MARKETING
PUBLIC RELATIONS
YELLOW PAGES
BILLBOARDS TELEPHONE
TELEMARKETING
PRODUCT PACKAGING BOOKS / MAGAZINES
NEWSPAPERS
CLASSIFIED ADS
PRODUCT PLACEMENT BILLBOARDS
PRODUCT
PACKAGING
RADIO ADS PRODUCT PLACEMENT
RADIO
ADS
TV ADS TV ADS
2000s

18. LOCATION AWARENESS, MOBILITY, RETAIL HACKING
DIGITAL VIDEO STREAMING
DIGITAL SETTOP BOXES
GAMING CONSOLES
SMARTPHONES
TABLETS
GESTURE INTERFACE DEVICES
BODY INTERFACES / WEARABLE COMPUTING
AUGMENTED REALITY
SEMANTIC WEB
FLASH DEALS
FLASH MOBS
CURATED CONTENT SERVICES
LOCATION AWARENESS
POPUP STORES
RETAIL ENTERTAINMENT
BLOGS LOCALIZED EXPERIENCES
CROWD ACTIVATED COUPONS
FOURSQUARE / GOWALLA / LOOPT
SEARCH MARKETING YELP
OPEN TABLE
PODCASTING QUORA
VIRTUAL SHOW & TELL
ONLINE VIDEO VIRTUAL STYLIST
DEMOCRATIZED PAYMENTS
NEAR-FIELD COMMUNICATIONS
VIDEO GAMES (WEB) THIRD-PARTY LAYERED EXPERIENCES
CUSTOMER SERVICE HACKS
MOBILE PHONES (POPULARIZED)
BLOGS
CROWDSOURCING SEARCH MARKETING
PODCASTING
SOCIAL NETWORKS ONLINE VIDEO
VIDEO GAMES (WEB)
WIKIS MOBILE PHONES
CROWDSOURCING
SOCIAL NETWORKS
TWITTER WIKIS
TWITTER
WWW / WEB SITES
SEARCH ENGINES
CRM
ECOMMERCE
COMPARISON SHOPPING
ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
WEB DISPLAY
ADVERTISING
TIVO
LONG TAIL / NICHE
DATABASE MARKETING
DIRECT MAIL
GUERILLA MARKETING
PERSONAL COMPUTERS
CABLE TV
HOME SHOPPING CHANNELS
EMAIL
COMPUTER
SPAM
SWEEPSTAKES
COUPONS
MULTI-LEVEL MARKETING
PUBLIC RELATIONS
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
BILLBOARDS
PRODUCT
PACKAGING
PRODUCT PLACEMENT
RADIO
ADS
TV ADS
2008 2010

19. THE EPOCH OF BIEBER
DIGITAL VIDEO STREAMING
DIGITAL SETTOP BOXES
GAMING CONSOLES
SMARTPHONES
TABLETS
GESTURE INTERFACE DEVICES
BODY INTERFACES / WEARABLE COMPUTING
AUGMENTED REALITY
SEMANTIC WEB
FLASH DEALS
FLASH MOBS
CURATED CONTENT SERVICES
LOCATION AWARENESS
POPUP STORES
RETAIL ENTERTAINMENT
LOCALIZED EXPERIENCES
CROWD ACTIVATED COUPONS
FOURSQUARE / GOWALLA / LOOPT
YELP
OPEN TABLE
QUORA
VIRTUAL SHOW & TELL
VIRTUAL STYLIST
DEMOCRATIZED PAYMENTS
NEAR-FIELD COMMUNICATIONS
THIRD-PARTY LAYERED EXPERIENCES
CUSTOMER SERVICE HACKS
GREAT
BLOGS
SEARCH MARKETING
PODCASTING
PUBLICIST BIEBERTUBE
ONLINE VIDEO
VIDEO GAMES (WEB)
MOBILE PHONES
WARS
CROWDSOURCING
SOCIAL NETWORKS
WIKIS
TWITTER
WWW / WEB SITES
SEARCH ENGINES
CRM
ECOMMERCE
COMPARISON SHOPPING
ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
WEB DISPLAY
ADVERTISING
TIVO
LONG TAIL / NICHE
DATABASE MARKETING
DIRECT MAIL
GUERILLA MARKETING
PERSONAL COMPUTERS
CABLE TV
HOME SHOPPING CHANNELS
EMAIL
COMPUTER
SPAM
SWEEPSTAKES
COUPONS
MULTI-LEVEL MARKETING
PUBLIC RELATIONS
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
BILLBOARDS
PRODUCT
PACKAGING
PRODUCT PLACEMENT
RADIO
ADS
TV ADS
2011 2012 December 21, 2012

20. LOCATION AWARENESS, MOBILITY, RETAIL HACKING
DIGITAL VIDEO STREAMING
DIGITAL SETTOP BOXES
GAMING CONSOLES
SMARTPHONES
TABLETS
GESTURE INTERFACE DEVICES
BODY INTERFACES / WEARABLE COMPUTING
AUGMENTED REALITY
SEMANTIC WEB
FLASH DEALS
FLASH MOBS
CURATED CONTENT SERVICES
LOCATION AWARENESS
POPUP STORES
RETAIL ENTERTAINMENT
BLOGS LOCALIZED EXPERIENCES
CROWD ACTIVATED COUPONS
FOURSQUARE / GOWALLA / LOOPT
SEARCH MARKETING YELP
OPEN TABLE
PODCASTING QUORA
VIRTUAL SHOW & TELL
ONLINE VIDEO VIRTUAL STYLIST
DEMOCRATIZED PAYMENTS
NEAR-FIELD COMMUNICATIONS
VIDEO GAMES (WEB) THIRD-PARTY LAYERED EXPERIENCES
CUSTOMER SERVICE HACKS
MOBILE PHONES (POPULARIZED)
BLOGS
CROWDSOURCING SEARCH MARKETING
PODCASTING
SOCIAL NETWORKS ONLINE VIDEO
VIDEO GAMES (WEB)
WIKIS MOBILE PHONES
CROWDSOURCING
SOCIAL NETWORKS
TWITTER WIKIS
TWITTER
WWW / WEB SITES
SEARCH ENGINES
CRM
ECOMMERCE
COMPARISON SHOPPING
ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
WEB DISPLAY
ADVERTISING
TIVO
LONG TAIL / NICHE
DATABASE MARKETING
DIRECT MAIL
GUERILLA MARKETING
PERSONAL COMPUTERS
CABLE TV
HOME SHOPPING CHANNELS
EMAIL
COMPUTER
SPAM
SWEEPSTAKES
COUPONS
MULTI-LEVEL MARKETING
PUBLIC RELATIONS
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
BILLBOARDS
PRODUCT
PACKAGING
PRODUCT PLACEMENT
RADIO
ADS
TV ADS
2008 2010

21. Source: MorganStanley, Mary Meeker

22. Source: Forrester

23. Source: Forrester

24. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24

25. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25

26. shift happens

27. The big shift...

28. The playbook for
The playbook for ‘connected’ success
‘connected’ success

29. Stages of listening...
• No objective at all
• Tracking of brand mentions
• Identifying market risks
• Improving campaign efficiency
• Measuring customer satisfaction
• Responding to customer inquiry
• Better understanding customers
• Being proactive, anticipating customers
1. Turn listening into BETTER PRODUCTS
Thanks Jeremiah: http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

30. Listening, listening, listening...

31. Having a playbook
(aka: governance, charter, etc)
Communication Policy on Third Party Websites
Facebook Employee Participation in Social Media
Twitter
• Design Tactical Guidelines Overview
•
Social Space Vanity URLs and Naming Conventions
Design
• Tactical Guidelines
• Overview of Community Manager Role
• Links to more
information/tutorials • Rules of Engagement
• Community Management • Daily Activity List
• Rules of Engagement • Voice/Tone
• User-Generated Content • Best Practices
Moderation • Off Limits Topics
• Daily Activity Task List • Escalation Policy
• Voice/Tone • Link Sources & Content
• Best Practices • Growing the Twitter community
• Off-Limit Topics • Gaining Followers
• Escalation Policy • Increasing Visibility with Hash Tags
• Content & Link Sources • Using Hash Tags
• Growing the Facebook

32. Content continuum

33. Content velocity

34. The ecosystem

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