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@msweezey!
Nobody cares
about your
newsletter
How to break thought the
limitless digital noise, and
build meaningful and l...
@msweezey!
Biography: Mathew Sweezey
Mathew is the Principal of Marketing Insights at Salesforce.com. Listed as the one th...
@msweezey!
1. Why nobody cares about your newsletter
2. Data to help you argue the point internally
3. Tactics which are t...
@msweezey!
Raphus cucullatus
Extinction:
More than 99 percent of
all species, amounting
to over five billion
species, that...
@msweezey!
Environmental
change
Status quo no longer exists. We
must look at how things have
changed to move forward.
@msweezey!
The Environment
Business: Use media to
consume information
and to publish
information. ey are
reactionary to t...
@msweezey!
Media has changed
infinitely
Media has changed the
environment we live in causing
major changes to our species
@msweezey!
1960 2014
5
@msweezey!
DIGITAL DISCOVERYA person uses more computing
power to do a search on Google,
than all of NASA had in 1969,
whe...
@msweezey!
1960 2014
2005
@msweezey!
Media
UBIQUITYAnyone in the world can create, distribute, and
consume content. ere are more people in the
worl...
@msweezey!
Estimated Ad impression
Per day
5000
@msweezey!
@msweezey!
““CMO will have the
largest IT budget by
2017
-Gartner
@msweezey!
2014 2020
1k+200
@msweezey!
New Media affects
actions
Media has changed the way
people relate to each other, act,
and obtain information.
@msweezey!
Media Changes
culturese written word destroyed the oral society, and
brought with language, math, and document...
@msweezey!
Guttenberg Meant
nothing to the illiterateYet no person can argue his impact to society. is is the same analog...
@msweezey!
Socially Literate: Understanding
modern media changes how we want to
engage with media, and what we want out
of...
@msweezey!
“A” or “b”How do you download data?
@msweezey!
“We batch research”
@msweezey!
Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels.
How we engage with ...
@msweezey!
We bypass bullshit
Nobody wants to talk to sales.
@msweezey!
Of the buying cycle by 2020
will happen before we talk
to sales.
80%
@msweezey!
12 hours per daye time a person spends in front
of a screen.
@msweezey!
Always on createsMultitasking which has eroded
our memory, and the way we
process things mentally.
@msweezey!
e average person used to have
seven queues they stored memory
too.
@msweezey!
Now they have three. ey are
relying on their mobile phone to
do the rest.
@msweezey!
8 Secondse average adult attention span
in 2013
@msweezey!
9 Seconds
Goldfish have an attention span of
@msweezey!
Buying behaviors
change
Instant access, and always on
have change our decision
making process.
@msweezey!
@msweezey!
of B2B buying decisions
Involve mobile media
91%
@msweezey!
But do you really?
“I get all that”
@msweezey!
of Fortune 500 companies are
removed from the list in Last
decade (2004-2015)
1/3
@msweezey!
ContentSeth Godin writes “Permission Based Marketing” in 1999.
Becomes a National Best Seller, creating the ide...
@msweezey!
“media Companies”
Should we all be?
@msweezey!
@msweezey!
InfluenceAmount of consumption
does not equal influence
from content marketing.
@msweezey!
71% of B2B buyers have been
disappointed by content
-Pardot research 2013
71% Of B2B Buyers Have
been disappoin...
@msweezey!
71% of B2B buyers have been
disappointed by content
-Pardot research 2013
25% Of them will never
engage with yo...
@msweezey!
Media Made money Because they
owned the relationship. Not because
they mass published media.
We should learn…..
@msweezey!
Relationship > CONTENT
We should learn…..
Campaign
CONVERSIONS
@msweezey!
Achieved a 30% reduction in sales cycle length in their industrial storage
business within one year, and anothe...
@msweezey!
An Infinite mobile
Mindset
Most of the mobile media
about our business isn’t
created by us.
@msweezey!
Infinite mobile media means a
mobile strategy must begin with a
holistic mindset
Mobile is more than
Just what ...
@msweezey!
MindsetEveryone in the organization understands everything they do will end up online.
Services will receive tw...
@msweezey!
Mindset is an organizational
discipline, branding is a
departmental execution.
Mindset > Branding
@msweezey!
“SHIP MY PANTS”
@msweezey!“SHIP MY PANTS”
@msweezey!“SHIP MY PANTS”
@msweezey!
1000’s of marketing
channels, 24/7 with
out you being involvede question is how do you make sure content
relat...
@msweezey!
Traditional branding is ineffective
because it is unsustainable to think a
single department can manage your
bra...
@msweezey!
Creating Mindset
-  What do we value in an employee
-  What do we value in a customer
-  What do we call succes...
@msweezey!
An Infinite type of
content
Content is engrained much
deeper in our beings than we
may imagine.
@msweezey!
Nobody says
“I want content”ey decide engage with content to solve
goals, they engage with it because it align...
@msweezey!
“Consumers want
honest and authentic
experiences”
-Joseph Pine II
@msweezey!
Think Small
@msweezey!
Purpose#likeagirl campaign is watched by over 57 million fans
@msweezey!
more often than they do
those that simply urge them
to buy the product being
advertised. As a result, their
pat...
@msweezey!
EscapePeople wanting to escape will lean on self
discover and social channels. ey are
looking to escape their ...
@msweezey!
@msweezey!
LearnPeople wanting to learn are
looking on ways to be better at
what they care about. is can also
take place ...
@msweezey!
WARNING: You engaging with this
presentation is you “Learning”.
@msweezey!
SeekPeople wanting to seek will
dedicate time to search, learn, and
solve. ey are looking for content
to help ...
@msweezey!
1.4 Trillion hours/day
are spent online every day in the United States
@msweezey!
PresencePeople want to be present in all scenarios possible. is means being active, as
well as passive in the ...
@msweezey!
28% of all online usage
Social networks account for
@msweezey!
How to make mobile
work
Mobile marketing is about
thinking differently, and
marketing in a new way.
@msweezey!
Marketing now knows every interaction
they company has had with the person
across external sources. Other data
...
@msweezey!
Paid Social TargetingPay to provide amazing experiences, not ads.
•  Bought house
with in past 6
months, or ove...
@msweezey!
Paid Social
TargetingConvert social followers into
email followers with modern
video conversation techniques.
@msweezey!
66%Of all emails are opened on a smart phone.
-Moveabletype
@msweezey!
“Our end goal is to present the
customer with content that is relevant,
not invasive”
-Kimberly Ruthenbeck, Dir...
@msweezey!
Predictive future
Conversion Rate Lift
from Email
25%
Website
Revenue Lift
10%
Click rough
Rate Lift
35%
2014 ...
@msweezey!
Right Brain
Creativity
e traditional creative brain thinks in
colors, shapes, and visual appeal. We
must remov...
@msweezey!
Creativity
Left Brain
Bernay’s created the idea of Public
Relations after learning from his uncle
Sigmon Freud ...
@msweezey!
Hyper Geo TargetingIs targeting buyers who have visited Chevy dealerships via Pinpoint
@msweezey!
Micro Actionsink of them as digital hugs from your peers
@msweezey!
Retweeting, Favoriting, At
Mentioning….
Commenting on a blog
posts. Sharing a blog
post….
Commenting on a group...
@msweezey!
Notificationse final frontier for marketers on mobile.
@msweezey!
@msweezey!
Shared Value + Shared Action = Shared Profit
Action Branding Formula
@msweezey!
@msweezey!
Shared Value + Shared Action = Shared Profit
People want to
rebuild Braddock
PA. Levi wants to
have people asso...
@msweezey!
Mobile marketing isn’t about mass push to cell phones, but rather 1
to 1 relationship building via strategic ac...
@msweezey!
Thank youPlease share if you enjoyed this @msweezey
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Nobody Cares About Your Newsletter - Mobile Marketing

More people in the world have access to cell phones than have access to clean drinking water, or electricity, and email open rates are at best 5%. Follow along Mathew Sweezey, head B2B marketing evangelist for Salesforce.com as he teaches you how to break thought and generate revenue with mobile marketing. Learn how to use geo fencing at tradeshows, drive real leads via paid social video, and how to design emails and content, which converts on mobile devices.

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Nobody Cares About Your Newsletter - Mobile Marketing

  1. 1. @msweezey! Nobody cares about your newsletter How to break thought the limitless digital noise, and build meaningful and lasting relationships with mobile marketing. IMW 2015
  2. 2. @msweezey! Biography: Mathew Sweezey Mathew is the Principal of Marketing Insights at Salesforce.com. Listed as the one the top 10 most influential B2B marketing thought leaders by Onalytica, and the author of Marketing Automation for Dummies. His work has been featured in Moz, Clickz, DemandGen Report, Mashable, and many others.  
  3. 3. @msweezey! 1. Why nobody cares about your newsletter 2. Data to help you argue the point internally 3. Tactics which are the best use of mobile marketing   CONTENTS
  4. 4. @msweezey! Raphus cucullatus Extinction: More than 99 percent of all species, amounting to over five billion species, that ever lived on Earth are estimated to be extinct due to environmental factors.
  5. 5. @msweezey! Environmental change Status quo no longer exists. We must look at how things have changed to move forward.
  6. 6. @msweezey! The Environment Business: Use media to consume information and to publish information. ey are reactionary to the consumer. Media: Is the medium for communication between all parties in the environment. Consumers: Are the ones who obtain information from media to fulfill their needs.
  7. 7. @msweezey! Media has changed infinitely Media has changed the environment we live in causing major changes to our species
  8. 8. @msweezey! 1960 2014 5
  9. 9. @msweezey! DIGITAL DISCOVERYA person uses more computing power to do a search on Google, than all of NASA had in 1969, when they landed a man on the moon.
  10. 10. @msweezey! 1960 2014 2005
  11. 11. @msweezey! Media UBIQUITYAnyone in the world can create, distribute, and consume content. ere are more people in the world with a cell phone, than there are those with clean drinking water, or electricity.
  12. 12. @msweezey! Estimated Ad impression Per day 5000
  13. 13. @msweezey!
  14. 14. @msweezey! ““CMO will have the largest IT budget by 2017 -Gartner
  15. 15. @msweezey! 2014 2020 1k+200
  16. 16. @msweezey! New Media affects actions Media has changed the way people relate to each other, act, and obtain information.
  17. 17. @msweezey! Media Changes culturese written word destroyed the oral society, and brought with language, math, and documented history. Gutenberg democratized writing, and the internet combined with mobility has changed us once again.
  18. 18. @msweezey! Guttenberg Meant nothing to the illiterateYet no person can argue his impact to society. is is the same analogy for infinite mobile media. No business in the future will be able to survive with out an understanding of how to operate in a world of infinite mobile media.
  19. 19. @msweezey! Socially Literate: Understanding modern media changes how we want to engage with media, and what we want out of our relationships with mobile media.
  20. 20. @msweezey! “A” or “b”How do you download data?
  21. 21. @msweezey! “We batch research”
  22. 22. @msweezey! Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. Batch Research Defined
  23. 23. @msweezey! We bypass bullshit Nobody wants to talk to sales.
  24. 24. @msweezey! Of the buying cycle by 2020 will happen before we talk to sales. 80%
  25. 25. @msweezey! 12 hours per daye time a person spends in front of a screen.
  26. 26. @msweezey! Always on createsMultitasking which has eroded our memory, and the way we process things mentally.
  27. 27. @msweezey! e average person used to have seven queues they stored memory too.
  28. 28. @msweezey! Now they have three. ey are relying on their mobile phone to do the rest.
  29. 29. @msweezey! 8 Secondse average adult attention span in 2013
  30. 30. @msweezey! 9 Seconds Goldfish have an attention span of
  31. 31. @msweezey! Buying behaviors change Instant access, and always on have change our decision making process.
  32. 32. @msweezey!
  33. 33. @msweezey! of B2B buying decisions Involve mobile media 91%
  34. 34. @msweezey! But do you really? “I get all that”
  35. 35. @msweezey! of Fortune 500 companies are removed from the list in Last decade (2004-2015) 1/3
  36. 36. @msweezey! ContentSeth Godin writes “Permission Based Marketing” in 1999. Becomes a National Best Seller, creating the idea of content marketing.
  37. 37. @msweezey! “media Companies” Should we all be?
  38. 38. @msweezey!
  39. 39. @msweezey! InfluenceAmount of consumption does not equal influence from content marketing.
  40. 40. @msweezey! 71% of B2B buyers have been disappointed by content -Pardot research 2013 71% Of B2B Buyers Have been disappointed with content -Pardot Research Report 2013
  41. 41. @msweezey! 71% of B2B buyers have been disappointed by content -Pardot research 2013 25% Of them will never engage with your content again -Pardot Research Report 2013
  42. 42. @msweezey! Media Made money Because they owned the relationship. Not because they mass published media. We should learn…..
  43. 43. @msweezey! Relationship > CONTENT We should learn….. Campaign CONVERSIONS
  44. 44. @msweezey! Achieved a 30% reduction in sales cycle length in their industrial storage business within one year, and another 25% reduction in two years with the use lifecycle marketing focused on the relationship.
  45. 45. @msweezey! An Infinite mobile Mindset Most of the mobile media about our business isn’t created by us.
  46. 46. @msweezey! Infinite mobile media means a mobile strategy must begin with a holistic mindset Mobile is more than Just what you say
  47. 47. @msweezey! MindsetEveryone in the organization understands everything they do will end up online. Services will receive tweets, product will receive reviews, and sales will be talked about. Everyone must understand the net positive effects of their actions.
  48. 48. @msweezey! Mindset is an organizational discipline, branding is a departmental execution. Mindset > Branding
  49. 49. @msweezey! “SHIP MY PANTS”
  50. 50. @msweezey!“SHIP MY PANTS”
  51. 51. @msweezey!“SHIP MY PANTS”
  52. 52. @msweezey! 1000’s of marketing channels, 24/7 with out you being involvede question is how do you make sure content related to your brand is maintaining the best possible experience?
  53. 53. @msweezey! Traditional branding is ineffective because it is unsustainable to think a single department can manage your brand in the infinite media environment.
  54. 54. @msweezey! Creating Mindset -  What do we value in an employee -  What do we value in a customer -  What do we call success Everyone in the company should be able to answer these three questions
  55. 55. @msweezey! An Infinite type of content Content is engrained much deeper in our beings than we may imagine.
  56. 56. @msweezey! Nobody says “I want content”ey decide engage with content to solve goals, they engage with it because it aligns with their purpose
  57. 57. @msweezey! “Consumers want honest and authentic experiences” -Joseph Pine II
  58. 58. @msweezey! Think Small
  59. 59. @msweezey! Purpose#likeagirl campaign is watched by over 57 million fans
  60. 60. @msweezey! more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. Consumers choose the brands that engage them on their passions and interests 42%PathtoPurpose
  61. 61. @msweezey! EscapePeople wanting to escape will lean on self discover and social channels. ey are looking to escape their work, life, job, and take a short break. No barring on sales readiness.
  62. 62. @msweezey!
  63. 63. @msweezey! LearnPeople wanting to learn are looking on ways to be better at what they care about. is can also take place during an escape. May be an early sign of sales readiness if they move to research.
  64. 64. @msweezey! WARNING: You engaging with this presentation is you “Learning”.
  65. 65. @msweezey! SeekPeople wanting to seek will dedicate time to search, learn, and solve. ey are looking for content to help them fulfill purpose, or solve a problem.
  66. 66. @msweezey! 1.4 Trillion hours/day are spent online every day in the United States
  67. 67. @msweezey! PresencePeople want to be present in all scenarios possible. is means being active, as well as passive in the situations they choose.
  68. 68. @msweezey! 28% of all online usage Social networks account for
  69. 69. @msweezey! How to make mobile work Mobile marketing is about thinking differently, and marketing in a new way.
  70. 70. @msweezey! Marketing now knows every interaction they company has had with the person across external sources. Other data sources can be added into know what is relevant to a person based on their digital fingerprints. Every channel has the ability to read and write to this record so in the future every conversation in enabled to be relevance. These conversations are also used to trigger automated content based on rule sets set up by the business. External View Internal View Must have this first!
  71. 71. @msweezey! Paid Social TargetingPay to provide amazing experiences, not ads. •  Bought house with in past 6 months, or over $350,000 •  Uses an iphone, and posts pictures 1 time per week •  Lives in 30315 •  Looks like those who visit my pricing page. •  Has not been to my website in past 30 days. •  Learn to use power editor.
  72. 72. @msweezey! Paid Social TargetingConvert social followers into email followers with modern video conversation techniques.
  73. 73. @msweezey! 66%Of all emails are opened on a smart phone. -Moveabletype
  74. 74. @msweezey! “Our end goal is to present the customer with content that is relevant, not invasive” -Kimberly Ruthenbeck, Director of Web Customer Experience for Room & Board “ “
  75. 75. @msweezey! Predictive future Conversion Rate Lift from Email 25% Website Revenue Lift 10% Click rough Rate Lift 35% 2014 Salesforce Predictive Intelligence Benchmark Report
  76. 76. @msweezey! Right Brain Creativity e traditional creative brain thinks in colors, shapes, and visual appeal. We must remove our selves from thinking this is the only thing which matters.
  77. 77. @msweezey! Creativity Left Brain Bernay’s created the idea of Public Relations after learning from his uncle Sigmon Freud the power of the unconscious mind. He create a new form of strategic marketing which still exists to this day. is is our guide.
  78. 78. @msweezey! Hyper Geo TargetingIs targeting buyers who have visited Chevy dealerships via Pinpoint
  79. 79. @msweezey! Micro Actionsink of them as digital hugs from your peers
  80. 80. @msweezey! Retweeting, Favoriting, At Mentioning…. Commenting on a blog posts. Sharing a blog post…. Commenting on a group, Inmail, creating new content…. Liking a post, commenting on a post, commenting in a group….
  81. 81. @msweezey! Notificationse final frontier for marketers on mobile.
  82. 82. @msweezey!
  83. 83. @msweezey! Shared Value + Shared Action = Shared Profit Action Branding Formula
  84. 84. @msweezey!
  85. 85. @msweezey! Shared Value + Shared Action = Shared Profit People want to rebuild Braddock PA. Levi wants to have people associate their clothes with work again. Levi puts money, and hires a company to coordinate community events to rebuild Braddock. People pitch in, and suggest projects, and execute them. ey both profit from a better community, which got back to working again.
  86. 86. @msweezey! Mobile marketing isn’t about mass push to cell phones, but rather 1 to 1 relationship building via strategic actions which provide people with relevant experiences. Mobile is a channel
  87. 87. @msweezey! Thank youPlease share if you enjoyed this @msweezey

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