When it comes to marketing, it’s the best of times and the worst of times. New media allows us to reach more people, build personal relationships, and deliver real value to our customers. However, budgets are tighter than ever and we’re constantly distracted by all of the shiny new things coming at us. The answer? Get scrappy. During this myth-busting and actionable talk you’ll discover how getting scrappy can help you put your brains before your budget and simplify your marketing in today’s complex world.

1. nick westergaard | branddrivendigital.com | 2016
get scrappySmarter Digital Marketing for Businesses Big and Small

6. I
MKTG

7. VERYfrustrating time

8. neil degrasse tyson
Knowing where you came from is no
less important than knowing where
you’re going.”
“

9. A Brief
history
of media

10. The Dawn of man

11. 1300MEDIEVAL TIMES

12. 1400 15001450

13. 175016501550

14. 500 YEARS
OF PRINT DOMINANCE
{1850 19001800

15. 1922 1941

16. 1950 1970 1990
MASS MEDIA
DOMINATES MOST OF
THE 20th CENTURY

17. RISEOF THE INTERNET

18. 2012
NATIVE ADS
FACEBOOK MOBILE
2010
TWITTER
MOBILE APPS
2008
IN-TEXT ADS
LINKEDIN
2007
MOBILE WEBSITES
FACEBOOK
YOUTUBE
2003
BLOGS (ADSENSE)
2001
POP-UPS
2000
MOBILE SMS
PPC
1994
BANNER ADS
EMAIL
OVER the last
20 YEARS

19. TODAY
marketers today are
OVERWHELMED

20. THE MYTH OF
BIG
$

21. SHINYNEW THINGS DISTRACT
$

22. CHECKLIST
MARKETING
✔

23. THE
ALTERNATIVE

24. GET SCRAPPY

25. Brains Before Budget

26. Efficient and Effective

27. See Ideas Everywhere

28. everyone can benefit

29. SMART STEPS
you can’t skip
DOING MORE
with less
SIMPLIFYING
for the long haul
1 2 3

30. ORDER
from
CHAOS

32. Photo credit: Harry Westergaard

33. Smart Steps You Can’t Skip
1

35. Photo via Flickr user Robert Course-Baker

37. rudyard kipling
I keep six honest serving men (They
taught me all I knew): Their names are
WHAT and WHY and WHEN and HOW
and WHERE and WHO.”
“

38. unpacking the “serving men”
‣ WHY are we doing this?
‣ WHAT are we doing?
‣ WHEN does this happen?
‣ WHERE does this happen?
‣ WHO does this involve?
‣ HOW do we get it done?

39. Ground with why – destination
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales

40. What? too channel focused

41. follow your digital compass
‣ Why are you doing this?
‣ Who are you trying to reach?
‣ This will tell you what works best when

42. smart reminders
‣ Need a Map to Get Where You’re Going (5 Ws, 1 H)
‣ Need a Destination Clearly Defined
‣ Need to Understand the Points of Your Digital Compass
‣ And Don’t Forget …

44. Do More with Less
2

45. what’s next? Execution
‣ HOW does this work get done?
‣ WHO does this involve?
‣ HOW does this align with our other efforts?
Why & WHat

47. Photo via Flickr user Instant Vantage
create a question engine

48. daniel H. pink
Questions, by their very
nature, elicit an active response.”
“

49. questions spark conversations

50. questions fuel content

51. answering questions in six seconds

52. Photo via Flickr user Anonymous Account
questions are currency

53. embrace your people power

54. PEOPLE
PROBLEMS
‣ Time
‣ Talent
‣ Treasure TERROR!

55. I don’t want my
people on Facebook
all day!

56. Our team doesn’t
have time for this.

57. We don’t have
the right kind of
people …

58. We’ll lose
CONTROL!!!

59. TERROR:
you aLREADY HAVE
LOST CONTROL

60. Photo via Flickr user Rob Bouden
TALENT:
ENGAGEMENT
& PEOPLE SKILLS
MORE IMPORTANT
THAN TECH SKILLS

62. scrappy internally

63. scrappy Externally

64. YOUR PEOPLE CAN’T BE A PROBLEM.
THEY ARE YOUR BIGGEST
ASSET
☝

65. Photo via Flickr user tharunpkarun
connect your digital dots

66. Photo via Flickr user Ybot84

67. Photo source: Wikimedia Commons
The whole is more than
the sum of its parts.”
aristotle
“

68. gestalt

69. Photo via Flickr user regan76
ENDof the PLAYING
AROUND PHASE

70. TOPAREA OF SOCIAL MEDIA
INVESTMENT IS
INTEGRATION

71. WHERE?‣ Online Integration
‣ Offline Integration

72. reports of my death …
Image source: Terry Ballard
@

73. 70%Still PREFER RECEIVING
INFO VIA EMAIL OVER
SOCIAL MEDIA
@

74. NEARLY
TWICE
AS MANY EMAIL ACCOUNTS

75. 28%HIGHER OPEN RATE FOR
THOSE USING EMAIL & SOCIAL
@

76. poem integration
‣ Paid
‣ Owned
‣ Earned
‣ Media

77. connecting offline dots

78. On-Site

79. The World’s First Instagram Hotel

80. Simplifying for the Long Haul
3

81. simplify social pain points
‣ Content Creation
‣ Social Conversations
‣ Measurement

82. seeking out 2x as much content

83. top challenges — b2B, B2c, nonprofit
Source: Content Marketing Institute

84. CONTENT HACKS THAT BELONG IN EVERY MARKETERS’ TOOLBOX
4

85. 1
relentlessly repurpose

86. 2
utilize historical content

87. 3
curate content

88. 4
user-generated content

89. Photo via Flickr user Alberto
simplifying social

90. 76%
OF MARKETERS FEEL THEY
KNOW WHAT THEIR
CUSTOMERS WANT

91. Only
34%HAVE BOTHERED TO ASK
PERCEPTION GAP

92. Photo via Flickr user bradhoc
measure what matters

93. albert einstein
Everything that can be counted does not
necessarily count. Everything that counts
CANNOT NECESSARILY BE COUNTED.”
“

94. NO SHORTAGE OF
NUMBERS
ENGAGEMENT DATA
Likes
Followers
Retweets
Subscribers
Comments
Shares
Favorites
Clicks
WEBSITE ANALYTICS
Pages Visited
What Pages They Came From
Time Spent on Site
Page-to-Page Path Followed
Referring Keywords
Referring Websites
Geography
Time of Day

95. BIGGEST CHALLENGE?
TYING SOCIAL MEDIA TO A
BUSINESS
OUTCOME

96. ‣ Branding — web analytics
such as visitors; share of voice
‣ Community Building —
subscriptions, participation
‣ Public Relations — brand
mentions and sentiment
‣ Market Research — new ideas
gleaned, competitive insights
‣ Customer Service — number
of incidents, CRM data
‣ Leads & Sales — lead source
on prospects and customers
DEFINE YOUR
DESTINATION
➤

97. destination: Driving traffic

98. Scrappy Next Steps
4

99. get scrappy now
‣ Smart Steps You Can’t Skip: Strategic Map First — Ground with “Why”
‣ Doing More with Less: Questions, People Power, Connecting Dots
‣ Simplify for the Long Haul: Content, Conversations, Measurement

100. I
MKTG
?

101. Photo via Flickr user DonkeyHotey

102. nick@WESTERGAARD.COM
Slides at NickWestergaard.com/slides
@NickWestergaard on Twitter, Instagram, and more
#GetScrappy