Zeus Jones at Web 2.0 Expo

Marketing in a Web 2.0 world.

Presented at the Web 2.0 Expo via Yugma Stage 2. A virtual platform for companies to showcase their ideas at the Web 2.0 Expo using Yugma software.

Zeus Jones.

Fifteen minutes of practical marketing advice.

• Marketing in the Web 2.0 world. Using the tools of Web 2.0.

• Best practices and lessons we learned from launching our company.

07But first, who is

Zeus Jones? Not one person, actually five.

We have a shared vision for the future of marketing.

We believe we can move marketing from something people try to ignore to something they value, appreciate and actually enjoy.

For that to happen, we need to rethink marketing.

• An opportunity to do things for people, not an excuse to say things to people.

Our central belief: actions speak louder than words.

It’s something we see from the world’s most innovative companies.

It’s something we learned from our previous work at Fallon Worldwide.

BMW Films.

We gave people the world’s first branded desktop video channel.

TED Launch.

We launched an airline by inventing a new member of the community: Ted.

He sent people flowers, bought them coffee and paid for their pizza.

Buddy Lee.

We created an entirely new brand for teenagers by resuscitating a dusty old icon from the archives.

Nordstrom Silverscreen.

We created a new way to shop by combining fashion, music and shopping for Nordstrom customers, who love fashion, music and shopping.

MSN “ESP Billy.”

We launched video messaging by creating an interactive sitcom that ran inside the messaging application.

TravelersIn-Synch Challenge.

We created an interactive experience to help interest people in managing and mitigating risk in their lives.

Consistently we found these actions far outperformed any words we could have created.

At the start of the year we decided to focus entirely on innovation.

On March 1, we launched our company around that single offering.

Our first task:Launch a new marketing company through actions rather than words.

PR, propaganda, typical websites and typical marketing are clearly out.

Our launch had to be an action or series of actions.

Our first action: choose a name that demonstrates our belief around brands.

We believe that interesting brands, like interesting people, should be multi-dimensional.

Our icons today have many sides to them; we admire them because they are multi-dimensional.

To be held in the same regard, brands should behave the same way.

Zeus Jones.

A mashup that means mashup

The extraordinary and the everyday.The powerful and the practical.The creative and the down-to-earth.The classic and the modern.

Our logo is a mashup too.

It also has another benefit, It sounds like a person’s name.

Which enabled us to behave like a modern, multi-dimensional person.

So we started doing what modern, multi-dimensional people do.

In a variety of places around the web.

We created a theme song.

And shared it on MP3.com and Garageband.com

(It’s been downloaded more than 300 times)

We created desktop art.

And shared it via deviantArt.

(It’s been viewed 200 times and downloaded almost 30 times)

We created a Linkedin profile.

With the partners as Zeus Jones’ past experience.

We created a YouTube channel.

And used it to host case studies of our past work.

We blogged about our beliefs on business and brands.

With posts designed specifically for crowded RSS reader consumption.

We created a ringtone.

And used a simple, free service to make it accessible.

We listed our goals on 43 Things.

Which also happen to be the values of our company.

We contributed to sampling/DJ culture.

By uploading free music loops to the Creative Commons sharing site ccMixter.

We blogged about cooking.

Sharing original recipes and ideas.

Zeus Jones has multiple identities. We asked people to imagine what he looks like.

Using an online Mii editor.

Then we created a Flickr set to display all the submissions.

We immersed ourselves in the world’s largest virtual universe.

Zeus Jones, Level 47 Blood Elf Paladin.

Guild: Fist of the Bunny

We listed 43 Places we want to visit.

Places where moments of great innovation happened. Places that also display our values and beliefs.

We entered a sewing competition.

We submitted an acupuncture ear to the softies awards.

We commented on blogs that cover subjects we care deeply about.

Not just on marketing, but on things like robots, cars, and cycling.

We made a prediction on Longbets.org

We bet $50 on our belief in the future.

That we’re entering a period, the new renaissance, where multi-dimensionality will be an asset.

We played Subeta.

We only have a common Demi but we’re saving to get a Sheeta

We identified 43 People we admire.

People who share a multi-faceted “Zeus Jones” quality.

In short, we participated in and contributed content to a diverse number of different communities.

Allowing us to communicate our beliefs, values and point of differentiation without resorting to the typical propaganda that accompanies most new marketing company launches.

But there were greater benefits than simply what we communicated...

Instead of rhetoric we have widgets that tell you everything you need to know.

Instead of costly, time-consuming development, we have modules that are constantly updated, and which allowed us to build a site in 2 days.

Our actions gave us the content to create a differentiated website.

These widgets also have a life of their own.

• Because they link to content that we have created, they’re able to be shared, re-posted, remixed and re-broadcast to a whole new set of people than we originally intended.

zeusjones.blogspot.com

A post we wrote using a Batman clip was picked up by 4 other blogs.

A drum beat we released was incorporated into a song by the fourstones.

Searching this term on March 4, 2007 yielded 43 hits

Searching this term as of April 18, 2007 returned 11,700 hits

It’s not easy to keep track of everywhere that Zeus Jones content goes so we help people on our site.

Web 2.0 is the gift that keeps giving.

• Using Web 2.0 tools and thinking to market ourselves created collateral benefits.

• It lowered our development time.

• It reduced our marketing costs.

• It expanded our reach.

• It has created assets which continue to promote us without any further input.

• And it has also greatly added to how much we are able to communicate.

• We’ve demonstrated our passion for and understanding of technology.

• We’ve demonstrated our understanding of online communities.

• We’ve demonstrated our understanding of marketing and branding in the new world.

• We’ve shown that we know how an idea can gain traction without the need for traditional advertising or marketing.

• We’ve demonstrated we’re different without having to say it.

• And, we’ve done it on a startup budget: for next to nothing.

Our actions have enabled us to have a richer conversation with our audience.

The presentation you’re viewing is another action.

The content from this presentation will be made available for download.

With any luck it will have a life of its own and reach more people in a recorded form than we reached live.

And, in another peculiar twist, this presentation was also an example of the work we do for clients.

• Had you viewed this live, you would have participated in Stage 2. A Yugma event we created for them to bring traffic to their booth at Web 2.0 Expo.

• A “second stage” within their booth for companies to present their wares live to Expo attendees using, and demonstrating Yugma’s collaboration service.

• An action that created value for Yugma and its customers, that has grown Yugma’s visibility and interest, and that has helped them create a differentiation from their competition.

• Stage 2 also stands to become an enduring asset that Yugma can use in the future.

Thanks for your time.

• We hope you’ve got a better understanding of how Web 2.0 can impact traditional marketing thinking and execution.

• And that actions do speak louder than words in the Web 2.0 world.

Zeus Jones at Web 2.0 Expo

Business

Transcript of Zeus Jones at Web 2.0 Expo

Adrian Ho-Zeus Jones-Beyond Advertising

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