Joseph Jaffe Zero Paid Media as the New Marketing Model
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Le Big Bang @jaffejuice #zeropaidmedia May 14 th , 2015
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Transcript of Joseph Jaffe Zero Paid Media as the New Marketing Model
Le Big Bang@jaffejuice
#zeropaidmediaMay 14th, 2015
2"
New"Media"(2005)"
What’s'the'Next'Big'Thing?'
Customer""Experience"(2010)"
Wri<ng"the"book"on"the"future"(4"<mes)"
Social"Media"(2007)" Common""Sense"(2013)"
Life'a3er'Life'a3er'the'307second'spot'
A'perfect'storm'is'coming…'
Consumers'as'the'InsBgators'
CreaBvity'as'the'Pansy'
Technology'as'the'Accelerant'
The'smoking'gun'
Introducing'Z.E.R.O.''
In'a'perfect'world,'the'opBmal''paid'media'budget'would'be'ZERO'
Z.E.R.O.'is'an'A.C.R.O.N.Y.M.'
Zealots'
Advocacy'
“LikeGate”'
16"
Facebook'“Like”'broadening'the'wrong'end'of'the'funnel'©"“Flip"the"Funnel:"How"to"use"exis3ng"customers"to"gain"new"ones”"(2010,"Wiley)"by"Joseph"Jaffe"
Awareness'
Interest'
Desire'
AcBon'
Like'='SaBsfactory'
Entrepreneurship'
InnovaBon;'Partnership'with'Startups'
What'if?'
WAS'ACQUIRED BY WAS INVESTED IN BY WAS PILOTED BY
ACQUIRED FOR $178M"
ACQUIRED FOR $500M"
ACQUIRED FOR $150M + $475M"
WAS INCUBATED BY
Don’t&brands&ask&these&same&ques2ons?&
So&why¬&look&towards&startups&to&solve&these&problems&
Corpora2ons&are&built&to&suck&
Customer'Centricity'(Service,'Experience)'
RetenBon'
Do'the'Math'
12%' 6%' 3%'
Introducing'A.D.I.A.'aka'The'Flipped'Funnel'
28"
29"
Customer'Service'doesn’t'stop'at'5pm'on'a'Friday'2'3'4'5'
1'
7'8'9'10'
6'
From'“everything”'to'“everyone”'communicates'All'customers'are'equal'(some'more'than'others)'Customer'service'is'not'only'about'solving'problems'Customer'service'lives'“in'the'now”'Customer'service'can'be'a'revenue'generator'Customer'service'lives'in'the'public'domain'Customer'service'is'an'ongoing'commitment'Customer'service'can'be'proacBve'&'anBcipatory'Customer'service'is'alive'
The'New'Rules'of'Customer'Service'
This'is'a'people'business'driven'by'technology'–'Jim'Bush'(American'Express)'
Who'is'beier'at'living'this'than'an'SME?'
From'Tenants'to'Landlords'
Owned'Assets'
36"
38"
The'10'Point'AcBon'Plan'
The'107point'AcBon'Plan'1. Culture"and"Talent"2. Tenure"and"Career"Planning"3. Compensa<on"4. Budget"seNng""5. Measurement""6. Flip"the"Funnel:"Use"exis<ng"customers"to"gain"new"ones"7. Customer"Experience"as"the"True"Differen<ator"8. Innova<on"9. Become"a"Data"Junkie"10. From'Campaigns'to'Commitments'to'Ecosystems'
©"“Flip"the"Funnel:"How"to"use"exis3ng"customers"to"gain"new"ones”"(2010,"Wiley)"by"Joseph"Jaffe"
AcquisiBon'RetenBon'
New'AcquisiBon'
Ackn
owledgem
ent'
Dialogue
'
IncenB
vizaBo
n'
AcBv
aBon
'Awareness'
Interest'
Desire'
AcBon'
The'MarkeBng'BowTie™'TradiBonal'Funnel'meets'Flipped'Funnel'
A'customer7'and'employee7based'ecosystem''powered'by'technology'
The'most'credible'spokesperson'is'your'employee'The'most'influenBal'salesperson'is'your'customer'
Is'Nike'a'Data'Company?'
46"
The'only'way'to'keep'things'the'same'is'by'changing'–'Rishad&Tobaccowala&
The&Poison&of&Incrementalism&–'Eric'Schmidt'
Z.E.R.O.'is'perfect'for'the'SME'
Your'relaBonship'with'“Goliath”'is'a'love7hate'one'
You'are'the'engine'of'growth''
Your'blades'are'%$#@^&ing'Great!'
Z.E.R.O.'is'a'Journey'
50/50/5'
60/40"70/20/10"
Z.E.R.O.'is'not'FREE'
The'world'is'not'perfect,'but…'
You’ve'got'to'ask'yourself'one'quesBon…'
What'if'we’re'wrong?'
What'if'we’re'right?'
Be'a'Hero.'Commit'to'Z.E.R.O.'
www.jaffejuice.com'+1'917'603'4639'(to'speak'to'me)'
e7mail:'[email protected]''Twiier:'@jaffejuice''
Flip the Funnel
Join'the'Conver7saBon'
'
Madison & Mountain
View
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Life after the 30-second
spot
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