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Transcript of Incite eBook
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The IncITe SummIT
e-bookOn November 12th & 13th, 2014, speakers from more than thirty of the worlds largest brands gathered in New York to speak candidly about their marketing. No PowerPoints were used.
This book is the official curated collection of insights they shared that day.
#[email protected]/east
Gina michnowiczCEO and Co-FounderUnion+Webster@ginamichnowicz
cristol OLoughlinGrowth Officer and Co-FounderUnion+Webster@theartofwoo
mark KersteenEditor and Content DirectorIncite Marketing and Communications@mkersteen
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New York City1213 November 2014
@inciteMC
The best storytellers listen before they speak. They take cues from their audience.They improvise their message.They connect.
As marketers, it is our job to tell the story to get the right
message, to the right person, at the right time, and prove it.
Our brands expect us to innovate, every day. Thanks to social
and Steve Jobs, we now have a canvas of devices to connect with
our customers. These conversations are dynamic and we have to
react immediately or risk losing our customers along the journey.
We are storytellers. For two days we gathered at The
Incite Summit: East to improvise together. Enjoy the script.
marketing and communications are transforming. The depth, scale and pace of this transformation is, frankly, terrifying.
The relationship (and power balance) between brand and
consumer has shifted completely. Your customers now dictate
the conversation around your brand, and your potential customers
ascribe more weight to consumer reviews and word of mouth
than to your PR and marketing efforts. OK, so terrifying might
be rather a negative adjective. Exciting works, too. Being
an agile, customer-centric and responsive brand takes a
transformation of your internal organization, of your hierarchy,
and of your entire marketing and communications strategy.
But its possible. Thats what Incite is all about. We find the
best brands out there, and we share their expertise with you.
mark KersteenEditor and Content Director
Incite Marketing and Communications
@mkersteen
Introduction
Gina michnowiczCEO and Co-Founder
Union+Webster
@ginamichnowicz
cristol OLoughlinGrowth Officer and Co-Founder
Union+Webster
@theartofwoo
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New York City1213 November 2014
@inciteMC
Data makes your storytelling stronger. When you match behavioral, psychographic and demographic data, you get empathy. Only then can you tell stories that touch people.
Prudential RetirementKara SegretoChief Marketing Officer
Figure out how Data can be isolateD into meaningFul metrics, not vanity metrics. For example, measuring Likes is too shallow of a measurement the real insight is did they Like and Bye, Like and Try or Like and Buy?
AOL PlatformsAllie KlineChief Marketing Officer
Ask yourself, If there was a customer in the room sitting next to you, would you make the decision you are making right now? At Verizon, we use Customer Journey Analytics looking at Data like connective tissue to help us understand the threading that creates a customer experience
VerizonKen LainVP of Sales and Service Operations
track empathy, not egoUse data to create simple, smart, connected experiences with your customer.
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New York City1213 November 2014
@inciteMC
there is one right time. timing is everything. be patient. Ive waited three years to replace our logo, but the right timing creates the right support. For example, the Postal Service needed to change 230,000 vehiclesTHAT is the right time for a new logoand the Brand Identity project was approved. Never waste a good crisis. When crisis hits, it is a time for incredible change, so take advantage of it
US Postal Servicenagisa manabeChief Marketing and Sales Officer
Heres an old question: How do you move an elephant? you cant push it, you cant scare it, you cant reason with it. If you want to move an elephant, you need to convince its rider to move it for you. Its the same at your organization. Educating the executive ranks is key to making changes
Pet360Rose hamiltonChief Marketing Officer
evangelizing internally is criticalTo serve customers well, invite all groups within your company to contribute to the conversation financial and legal too.
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New York City1213 November 2014
@inciteMC
the voice oF the customer is ever-changing. Only a third of your teams are waiting for change, they are your Evangelists. Pair Evangelists with the middle third, they want change, so pull them onto a Task Force. The last third are waiting for the dust to settle (hint: it never will). If you want to stay true to the voice of the customer, you simply cant stay static.
McGraw -Hill EducationalVictoria BurwellChief Marketing Officer
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New York City1213 November 2014
@inciteMC
start with customer Data, run the programs, anD see who converts. There will be variables that pop. At Metlife our customers like NASCAR, jazz, and parenting, so we focus on areas like these to expand our campaigns
Metlifemelissa GradyVice -President, eBusiness
Data is the only real source of competitive advantage. At Kraft, we see 100 million uniques per year. we use First-party Data, tracking 34,000 DiFFerent attributes to inForm our campaigns. Philadelphia Cream Cheese lovers were adding fruits and vegetables. The data revealed an interesting pattern: you either like savory or sweet. Using those two distinctions provides context to messaging and engagement
KraftJulie FleischerLeader of Data, Content and Media
Marketing is a mix of art & science. As we collect more data, we move towards making it more of a science. however, iF you leave the art out, your marketing is never going to work
OneSpotAdam WeinrothChief Marketing Officer
people are not cookiesAttribution based on meaningful KPIs that map to business objectives is the key.
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New York City1213 November 2014
@inciteMC
The most reliable and scalable way to get your message heard is through storytelling. But, your moDel is FlaweD iF you have to name a Director oF storytelling. Storytelling is a horizontal value, versus an individual contribution. It informs everything you do. For example, our product is not our content. Storytelling allows us to surround our product with content, content designed to get people to experience our product
HubSpotJoe chernovVice-President of Content
The best campaigns trigger your senses: sight, taste, sounD, touch, mooD. For example, Coronataste the salt air, feel the sun on your skin, the sand in your toes, the relaxation setting in. To find out what will resonate, you need to listen to your customers. We need feedback from consumers to create the mystery middle in a story. Thats where you really connect
Sony MusicBill RichardsVice-President of Marketing
our content is alreaDy about telling great stories. storytelling is a weapon that elicits emotion, Decisions are Driven by emotion
PBSLesli RotenbergSenior Vice-President, Marketing and Communications
everyone is Driven by emotionTelling stories and using content is the best way to tap into your customers deepest desires.
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New York City1213 November 2014
@inciteMC
Content that influences and entertains is of increasing valueand thats something thats very different from advertising, and different from marketing. you neeD to be thinking in terms oF marketing content optimizationanD thats what storytelling is. Its a high-value investment, but its absolutely worth it
ForbesBruce RogersChief Insights Officer
an authentic voice makes the DiFFerence with our customers, and its crucial. Ive found having an earned media background gives you the ability to smell test the stories youre marketing and the content youre developing. You have to make sure what youre making is 100 percent genuine before you send it out, because even if you cant tell, your customers can
The Wharton SchoolJerry SteinbrinkChief Marketing Officer
Theres a real temptation to do content the way everyone else does. However, its good to keep in mind that Fun anD quirky things are more interestingnever take yourselF too seriously
HeinzJason WestChief Marketing Officer (Former)
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New York City1213 November 2014
@inciteMC
We are building brands traditionally or non-traditionally, online and offline, and customers want to partner with us. your customers want to partner with you. We need to meet them where they want to be met. For us, social is the next phase of our evolution.
Wyndham Hotel Groupchristine Da SilvaVice-President, Marketing and Communications
going viral is not a goal in anD oF itselF anymore. Increased cultural relevance is what really matters. Anything else is noise.
OneSpotAdam WeinrothChief Marketing Officer
your branD is socialWhether you like it or not, customers are talking about your brand online: you choose whether to join them, or ignore them.
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New York City1213 November 2014
@inciteMC
ive haD people ask me, Do we really neeD to monitor the branD at all? yes! We had a blogger in the Chinese market launch an anti-Siemens social campaign that still upsets me three years later. You have to measure and review the sentiment details around your brand in order to reduce the social anxiety inside the organization, as well as address issues outside the organization
Siemensmichael StenbergVice-President, Digital and Infrastructure
It is worse to ignore negative comments on social than to be authentic and transparent. ignoring people just Fuels negativity, rather than neutralizing it
Union and WebsterGina michnowiczChief Executive Officer
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New York City1213 November 2014
@inciteMC
People go from wonderment to annoyance in record time with a new technology. As a marketer today, you have to be so much more minDFul oF the customer experience, because with new technology, its the decisive factor
GogoAsh elDifrawiChief Commercial Officer
its more important than ever to nail your kpis. If they arent relevant, you are wasting your time. Maybe even all of your time
YPAlex KaminskyVice-President of Brand and Advertising
tomorrow, toDayMarketing isnt changing quickly, it has changed. Its time for everyone to start catching up.
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New York City1213 November 2014
@inciteMC
The BeST OF ThetweetsMichele Weisman@ottogrl
Customer service via social is content. Create a whole content strategy on making people happy. Well said @KristinFernholz! #incitesummit
Emily Barlean@ebarlean
Its less about the rational and more about the emotive side. Great point by Kara from Prudential. #customercentricity #incitesummit
Pearlfisher@pearlfisherlive
Telling engaging stories can be uncomfortable; you must be willing to take risks to stay relevant. #incitesummit @InciteMC
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New York City1213 November 2014
@inciteMC
AOL Platforms@AOLPlatforms
Attribution is a decoder of the consumer based on what theyre actually doing, as opposed to what it looks like. #incitesummit
Stephen Halsey@halseyhoff
Huge difference between data and insights. Data is nothing without insight - Mei Lee, VP of Marketing, Digital of Conde Nast #incitesummit
Dennis Jolley@dsjutah
Data is there to assist story-telling. Its not an end in itself. #contentmarketing #incitesummit
Siemens@Siemens
Giving social media guidance to our employees is one of the first steps to prevent crisis. @stenmic #incitesummit #siemens
Kelly Hur@kellyhur
#Lesson: how Kraft segment its target market? Sweet vs. Savory. Non-traditional segmt can lead u 2 unexpected success. #InciteSummit
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New York City1213 November 2014
@inciteMC
Jason West@jasonscottwest
Big learning for me at #InciteSummit: optimizing and measuring path-to-purchase is essential for user experiences driven online or phone.
Dennis Jolley@dsjutah
What is our dramatic disruption? @Pet360 tried proj that failed, held Irish wake to celebrate what they learned, move on. #incitesummit
Kelly Hur@kellyhur
LESSON: Creating Sequential Content is absolutely critical in #Storytelling. -@aweinroth @onespot #InciteSummit
Stephen Halsey@halseyhoff
Digital is driving the convergence of marketing, communications & PR in organizations - Adrienne Hayes, Motorola Mobility #incitesummit
Gully Flowers@gul_ly
We dont need more data, we need more connective tissue for the data Ken Lain of @VerizonFiOS customer service #incitesummit #data
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New York City1213 November 2014
@inciteMC
Michael Stenberg@stenmic
A shift from making a good product to creating an outstanding customer experience is happening @victoriaburwell CMO #incitesummit
Dave Frankland@dfrankland
Julie Fleischer, Leader of Data, Content, and Media at Kraft: We had to build data literacy across the organization #InciteSummit
MetiaUSA@metiauSA
RT @cmswire: The most important question a marketer has to ask himself each day is: Am I still relevant. Ash EIDfrawi, Gogo #incitesummit
Kahlila@Kahlila
Its easy enough to say that you care; its much more important to show it. - Nagisa Manabe #incitesummit #nyc
Michele Weisman@ottogrl
Whatever story you tell it must be authentic. Otherwise your customers will tell the story their way. - Leslil Rotenberg @PBS #incitesummit
Erik Ford@erikford
Its constantly a balancing act of profitability and customer experience. Be customer-centric. #incitesummit
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New York City1213 November 2014
@inciteMC
how can we help you?Discuss marcomms innovation with CMOs and huge brands at our Incite Summits: Meet with 200 peers to move your marcomms approach forward over two interactive days of strategy, case studies and best practice
www.incitemc.com/summits
In-depth, focused insight on specific questions you need answered: Specialized seminars on key aspects of transforming your marcomms strategy. Detail on multi-channel, customer-centricity, big data and more - local to you, and in small, dynamic groups
www.incitemc.com/seminars
Get up to speed without leaving your desk: Through a mixture of webinars and live-streaming events, well deliver you with hours of innovation and strategy from the worlds leading marcomms executives - all in a convenient, accessible format
www.incitemc.com/online
Build your support network and engage with peers to crowd-source solutions: Incites innovative approach allows us to leverage the power of a 10,000-strong marcomms community. Collaborate with us to find answers, build useful, focused products and generate insight. And join our private, corporate-only network to discuss challenges and opportunities with peers
www.incitemc.com/collaborate
Detailed analysis, industry benchmarks and revealing interviews: Our online hub features weekly interviews with industry-leading figures, white papers and briefings that go in-depth on critical marcomms issues, as well as statistics and trends derived from feedback from thousands of your peers.
www.incitemc.com
start learning incitemc.com #incitesummit