Pre-Order the book that inspired this presentation: http://amzn.to/1lGwmPK
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Listen to the podcast Disruptive FM
http://geoffreycolon.net
What happens to your Twitter strategy when people skip branded messages? What happens to a digital ad campaign when they install ad-blocking software? How will you get through to customers in the future? While no one has all the answers, thinkers and doers pushing the edges of marketing agree on this: the industry's shakeups are far from done--and even the most up-to-date digital plan will soon be irrelevant. When tech upstarts are reshaping mass media . . . when social networks are altering consumer behavior . . . when wearables and the Internet of Things are poised for takeoff--it's time to throw out old playbooks and embrace disruption. Part freewheeling roadmap of an industry in flux, part mind-bending glimpse into the future, "Disruptive Marketing" unburdens you from conventional planning and an agency mentality, and helps you cultivate the mindset and skills you need for a thriving business. Written by a digital marketing pioneer, "Disruptive Marketing" introduces you to the ideas, interviews, new realities, and evolving trends that illustrate: - The four keys to disruptive marketing - Why ads don't matter anymore - How a quiet "enchanted state" grabs attention - How our anti-organization age impacts brands - What "unicorns" can tell us about the creative economy - Why MFAs can outproduce MBAs - How tinkering created Tumblr - Why distribution comes before content at BuzzFeed - What "producerism" is doing to customers - What big data can and cannot do - Why feelings rule, and more Few people like change, even creative people. But change is here--and it can be more exciting than scary. "Disruptive Marketing" helps you toss tired brand marketing approaches, rethink what you're doing, and find unexplored, unexpected ways to connect with customers on their own terms. Disrupt yourself, and be prepared for anything! Geoffrey Colon works at the intersection of marketing, tech, and popular culture. Data punk, DJ, podcaster, and author, Geoffrey is a communications designer at Microsoft, where he leads a team of disruptive marketers to develop creative and analytical strategies for the company's search advertising business. Previously he was vice president of digital strategy at Ogilvy & Mather, digital communities supervisor at 360i, and social media specialist at Bond Strategy and Influence. He has written for "The Futurist," "Advertising Age," and "Fast Company," and been quoted in the "Wall Street Journal," "Billboard Magazine," "Advertising Age," "Los Angeles Times," "The Guardian" and on NPR.
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Disruptive Marketing is the New Normal 2016
1. Disruptive Marketing:
What Growth Hackers,
Data Punks, and Other
Hybrid Thinkers Can
Teach Us About
Navigating the New
Normal
Geoffrey Colon, Communications Designer, Microsoft
2. Yes, I wrote a book
with a crazy long title.
You want to know
why?
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
6. “Business has only two
functions – marketing and
innovation.” – Milan Kundera
6
@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. Modern Marketers need to
understand technology,
platforms, emerging
media, analytics, holistic
decision-making journeys
and… 10
@djgeoffe
13. Which means the ask in
21st Century Business for
Marketers is:
Ask “What If?” and
“Why?” A LOT.
13
@djgeoffe
14. 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)
15. Don’t think or act like
a B-cubed individual.
Banker
Boring
Bottom feeder
16. 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.
17. Don’t take advantage of
people. Disrupt that
interruptive linear and
fixed mindset.
17
@djgeoffe
20. Don’t sell them a
solution. Sell them your
culture, your values, your
beliefs…
20
@djgeoffe
21. Who said life and
business had to be
boring? Who said, “well,
these are the rules” ???
21
@djgeoffe
22. 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
22Disruptive Marketing
@djgeoffe
23. We live in a world now
where there are no rules.
No best practices. No
optimization tips in
perpetuity… 23
@djgeoffe
24. How do we navigate this
new normal of…
24
@djgeoffe
26. 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
26Disruptive Marketing
@djgeoffe
27. How about “We the
People???”
• Inspiration
• Being part of something bigger
• Feelings/Experiences
• Agility
• Human Rights
• Ethics
Creative Disruption in the Anti-Organization Age
27Disruptive Marketing @djgeoffe
28. 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
• Customer obsession
• The blurring of lines between
company and customer
Creative Disruption in the Anti-Organization Age
28Disruptive Marketing
@djgeoffe
29. Four Skills of the
Disruptive Marketer
29Disruptive Marketing
@djgeoffe
30. What matters more in
our here and now of the
modern world?
• Leaders?
• Scarcity?
• Technology?
• Capital?
The 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
2011 in this video?
• 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. What you have learned
today will be irrelevant in
a matter of days…
The Four Skills of a Disruptive Marketer
36Disruptive Marketing
37. Part of learning, unlearning
and relearning is where we
stand now in the world of
modern marketing…
37
@djgeoffe
38. So ask yourself this
question to help you
rethink your view of the
world and marketing’s place
in it…
38
@djgeoffe
39. When was the last time you
did something for the first
time?
39
@djgeoffe
40. My Name Is Geoffrey
Colon…and I Work at
Microsoft
40
@djgeoffe
41. Mon nom est Geoffrey
Colon…et je travaille chez
Microsoft
41
@djgeoffe
42. Mi nombre es Geoffrey
Colon…y trabajo en
Microsoft
42
@djgeoffe
43. Mein Name ist Geoffrey
Colon…und ich arbeite
bei Microsoft
43
@djgeoffe
44. मेरा नाम Geoffrey बृहदान्त्र है
और मैं माइक्रोसॉफ्ट में काम
Microsoft
44
@djgeoffe
45. मेरा नाम Geoffrey बृहदान्त्र है
और मैं माइक्रोसॉफ्ट में काम
Microsoft
45
@djgeoffe
47. 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
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.”
<EPI ATT>–Angela Ahrendts, Apple senior vice president
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
Slide 12 and 13: I’m wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.
Slide 12: influencer marketing
You may want to reduce the amount to points below the graph to the top 5 takeaways
We don’t mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reaches
We do not articulate what our strategy is for FY’16/H2 > where do we see the greatest opportunity.
Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.
We should apply this to the Contributor deep-dive as well.
The chart on slide 14 is quite blurry, can you get a sharper screen shot?
Slides 28-30, can we put these in the Appendix?
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
“The most disruptive thing in the market is not technology, but rather the customer.”
—Tiffani Bova
Mi nombre es Geoffrey Colon y trabajo en Microsoft
Mi nombre es Geoffrey Colon y trabajo en Microsoft