Keynote Speaker: Tyler Willis, California, USA

©2010 Involver. All Rights Reserved and Confidential.

A brief history of marketing

What the last hundred years of marketing

can teach you about marketing on new

media platforms like Facebook.


ask me questions: @tylerwillis

- Head of Brand Strategy at Involver, a marketing

platform used by over 200,000 brands

- I’ve worked directly with hundreds of agencies and

brands, helping them develop effective and award-

winning social campaigns

- Instructed for the American Marketing Association


Let me tell you a story

100 years of marketing


1910

1950

1960

1970

2000


Relationship Marketing

Reach Marketing

Efficiency Marketing

Database Driven

Marketing

Loyalty Marketing


1910

Reach Marketing


Data Driven

Marketing

Loyalty Marketing

RelationshipThe Corner Store


The Corner Store



1950


Database Driven

Marketing

Loyalty Marketing

ReachThe Mad Men Era


‘Mad Men’ Era



Reach Marketing

1960

Database Driven

Marketing

Loyalty Marketing

EfficiencyData and Demand


Data and Demand



Reach Marketing


1970

Loyalty Marketing

Data-drivenDatabase to Direct


Database to Direct



Reach Marketing


Data Driven

Marketing

2000

LoyaltyShare of Wallet


Share of wallet



Reach Marketing


Database Driven

Marketing

Loyalty Marketing

OK,But what’s next?


Relationship marketing at scale


Here’s the secret…


Old Concepts, New Applications• Loyalty• Efficiency• Data-Driven• Reach• Relationship


Questions and AnswersThese slides, and other notes, are available at: www.cuethefuture.com/slides

Want more?

I write about personal and professional topics:• on my blog, Cue The Future• and on Twitter, where I’m @tylerwillis

I’d also be happy to continue the discussion over email. Drop me a line at [email protected]

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Loyalty• Foursquare (and other LBS)

• Facebook Places

• Yelp

• Zappos


Efficiency• Marketing Automation

• Earned Media• Unified Media Theory


Data Driven• Media is getting more and more

trackable• Our job is to help everyone make sense of

what matters

• Example:Social Media Sabermetrics


Reach• Facebook has 500MM users• LinkedIn = 50MM• Twitter = 50MM• iPhone = 50MM• Groupon, LivingSocial, et al.• We are all becoming “Network Effect”

businesses. There’s a big advantage to First Movers in each network.


Relationship• Customer Service• Real-time Response• Content Publishing


But,

that sounds hard to keep up with!


Scalable SystemsHow a brand can operate like the corner store owner at massive scale.

• Research and Intelligent Adoption of Channels

• Marketing Management Systems• Cross-Channel Strategy


Involver


Audience Management Platform

Monitor and Publish

Enable your marketing team with actionable monitoring across the social web

- Track, share, and respond to brand conversations

- Schedule and optimize the timing and channels for content your team creates/distributes

- Monitor performance across major social

networks – Facebook, Twitter, blogs, and more.

Application Management

Deploy and Manage Involver’s industry leading applications

- Built in-analytics for deep insights into content and channel effectiveness

- Easily deploy, configure, and manage applications rom one place.

- Use Involver’s Applications to execute customized and scalable campaigns

- Easily manage workflow for task assignment, auditing, and more.

Keynote Speaker: Tyler Willis, California, USA

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