What'sWrongwithVuvuzela Marketing?ByBobSnyder

Speak up, I cant hear you!

TheSoundoftheWorldCupYoucanarguetherealWorldCupwinnerwasthestadiumhornofSouthAfricansoccer,locallyknownasahumbleLepatata...

...nowinOEDand

famoustheworldthroughout

asthevuvuzela

Primitive&Effective... ...Asasounddevice. So,whatswrongwithVuvuzelaMarketing?

Itssinglenote... Itsannoying... Itsoutofdate...

Tribalinterest Justasmarketingisusedbycompaniestocreatecustomerinterestinbrand,productsandservices,thekuduzelastimulatedinterestinthetribefrommembers.

ButTribesChange...

TheWorldChanges

TodaysmodernDURBAN

TheGAMEitselfChanges

ChangesinOurITWorld Contextawarecomputing Patternbasedstrategy SocialNetworking CloudComputing

TheConfluenceofFour

Cloud,context,pattern,andbusinesssocialnetworksarelinearnotes,buttheconfluenceofthefourthatwillcreateadifferentsoundforwhatwedowithinformationtechnology.

Thepurposeoftechnologywastoaddefficiencyandcutcosts:nowitsmoretodowithrevenue,valueandcitizeninvolvementthancostoptimizationofbackofficeprocesses.

IncreasingSegmentation ByProduct ByCustomers ByChannels

Segmenting?NoFracturing!

AdventofSocialNetworking ANewConversationBegins.... BusinessImplications

ThePowerofFacebook Morethan400millionactiveusers

50%ofactiveuserslogontoFacebook inanygivenday

Averageuserhas130friends

Peoplespendover500billionminutespermonthonFacebook

Social Media Experts Make aguessastoHOWMANYexpertsonsocialnetworkingwehave?

TwitterVuvuzela?

Only8.7%ofTWITTERmessagescouldbesaidtohave"value

Selfpromo5.9% Spam3.75% Talk37.5% Babble40.5%Source:PearAnalytics

Only8.7%?

Brands&Twitter

Source:RazorfishDigitalBrandExperienceStudy

HowonlinecontentmapstotheITbuyingprocess

TheTechTarget MediaConsumptionReport

AntiSocialNetworking Outof255Enterprise2.0applications 70%arecapableoftransferringfiles

64%haveknownvulnerabilities

28%areknowntopropagatemalware

and16%cantunnelotherapps.

Source:PaloAltoNetworks

MobilePhones&Devices

SwissArmyknifeutility Newformfactors Whencombinedwithsocialnetworking...powerful!

iPad FussMissedThePoint

ItsAboutWhatHesNOTHoldinginHisHands...

ThePowerofApplications

CloudComputing

GETYOURHEADOUTOFTHECLOUDS

ChangesintheTribe

HookInsteadofHammer

LeadGeneration:Thehammerwasthetelephonewithendlesscoldcallsbeatingexecutivesintoappointmentsbyattrition.

Thehookisanopportunityfortheexecutivetolearnsomethinginsightfulabouttheirownbusiness,industry,orcompetition.

Partner Preparation Weslice,diceandtierourpartners

LevelPlayingFieldvsLevelsofPlayingFields

FillintheFormitis

ItwassupposedtobeHIGHTECH,HIGHTOUCH...circa1980authorandApplePRguruRegisMcKenna

TheGreyingoftheChannel

BenStiler,ThenandNow(42)

TheyKnowMore...

TheyHaveMoreAccess

Accessto...

...YourSourcesofSupply

...YourComponents

...YourRecord

...YourCompetitors

...YourOtherPartners

WhatthePartnerWants

Astableregime Simple,clearprogrammes

Lesspaperwork Communication DontSteponMyToes

VendorCertification

Itwasaprettygoodtricktogetchanneltopayfortheireducationtosellyourproducts,but...

...WhereistheCertificationforPARTNERMANAGERS?

Yousendchannelpartnerstootherwebsites. Youmeasurehowmanypartnersreferotherpartnerstoyou(NetPromoterScore)andrewardthat.

Youronlycustomerservicepolicyistodorightbyyourcustomer.

Yourchannelaredoingthingswithyourproductthatyouneverimaginedandtheyarepostingvideos.

Partnersarepostingyouonsocialnetworks. Youknowyoucompeteforyourpartnersattentionwithothers.

SignsYouAreAPartnerCentricBusiness

Vuvuzela Marketing

Thevuvuzela rocksstadiumswithitsloudandraucoussoundthatreflectstheexhilarationofsupporters...

Itshighsoundpressurelevelsat

closerangecanleadtopermanent

hearinglossforunprotectedearsafterexposure.

Soundpressureof120dBA (thethresholdofpain)at1metre(3.3ft)fromthedeviceopening!

Vuvuzela Marketing...

Wasrightforitstime... Buttodayitgratesoncustomerandchannelalike...

ThenoteithitsisPAINFUL,notplayful

Instead...

SymphonyOrchestra

Forsomereason... Personally,IfavourlotsofSTRINGEDINSTRUMENTS

ThanksforListening!

WepublishChannelNewsforSolutionProvidersthroughoutEMEA.

www.ConsumerIT.euwww.ITSP.euwww.OnCE.eu

www.ProAVbizEurope.comwww.DigitalSignageNews.eu

ClickonphototoheartheLASTvuvuzelamarketingofWORLDCUP2010.

ReadourNewsforEMEAChannelsonthesesites...

Slide Number 1What's Wrong with Vuvuzela Marketing?The Sound of the World CupPrimitive & Effective...Tribal interestBut Tribes Change...The World ChangesThe GAME itself ChangesChanges in Our IT WorldSlide Number 10The Confluence of Four Increasing SegmentationSegmenting? No Fracturing!Advent of Social NetworkingSlide Number 15The Power of FacebookSlide Number 17Social Media ExpertsTwitter Vuvuzela?Brands & TwitterHow online content maps to the IT buying processSlide Number 22Anti-Social NetworkingMobile Phones & Devices iPad Fuss Missed The PointThe Power of ApplicationsCloud ComputingSlide Number 28GET YOUR HEAD OUT OF THE CLOUDSSlide Number 30Slide Number 31Slide Number 32Hook Instead of HammerPartner PreparationLevel Playing Field vsLevels of Playing FieldsFill-inthe-Form-itisThe Greying of the ChannelThey Know More...They Have More AccessWhat the Partner WantsVendor CertificationSlide Number 42Vuvuzela MarketingVuvuzela Marketing...Instead...For some reason...Thanks for Listening!Slide Number 48