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The Big Jump - The Future of Marketing

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Key Issue Presentation for the Big Jump Conference 31st March 2011 - The Future of Marketing and Social Enterprise by Herb Kim. Herb Kim is a leading player in the digital revolution in the UK. In this presentation he reveals the journey his extraordinary event Thinking Digital took to become a serious platform for leaders in future and emerging technology and the marketing tricks he learned along the way.

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Some Thoughts on the Future of Marketing March 2011 The Big Jump Wednesday, 6 April 2011 1
@herbkim @ThinkingDigital Wednesday, 6 April 2011 2
Wednesday, 6 April 2011 3
@herbkim @ThinkingDigital Wednesday, 6 April 2011 4
ADL Report Recommended that the digital technology and media cluster be named a priority business cluster Advised that we focus on the facilitation of networking on a regional basis Recommended that a dedicated organisation be formed with staff who command con鍖dence and credibility and who are themselves extremely well networked. Wednesday, 6 April 2011 5
Support the Growth of the Digital & Creative Industries of North East England 2002 Not for Pro鍖t Software development Networks & collaboration Wednesday, 6 April 2011 6
FP6; TSB wins 3 spinouts From 30 to 130 paying company members Successful audits Life is Good!... until Wednesday, 6 April 2011 7
Wednesday, 6 April 2011 8
Audits Outputs/Results Costs Economic Impact Industry support But.. private income v low Wednesday, 6 April 2011 9
The Big Society: 2006 Our Core Costs funding is cut with little warning from 贈1.6m per year to 贈600k in 06/07 Then from 贈600k to 贈0k in 07/08 Future funding dependent on increasing cash income by 400% in a single year Wednesday, 6 April 2011 10
Wednesday, 6 April 2011 11
Wednesday, 6 April 2011 12
Wednesday, 6 April 2011 13
Geordie TED Wednesday, 6 April 2011 14
Wednesday, 6 April 2011 15
Go BIG or Go HOME Bet the company Wednesday, 6 April 2011 16
Wednesday, 6 April 2011 17
Wednesday, 6 April 2011 18
Wednesday, 6 April 2011 19
Invested in Branding Great Sponsors - Microsoft, Cisco, BT New Website; First Blog Print; Online; Email Lea鍖et Drops Direct Sales Dozen Marketing Partners Wednesday, 6 April 2011 20
With this Huge Investment Thinking Digital was a great success from Day One Wednesday, 6 April 2011 21
Despite the Investment We were really struggling Wednesday, 6 April 2011 22
Good to Great The TED Conference Wednesday, 6 April 2011 23
Survival Saving Face Wednesday, 6 April 2011 24
2008 Negatives Got There in the End but.. Didnt Sellout Massive Resource Black Hole Financial Loss Double the Forecast BUT we survived Wednesday, 6 April 2011 25
Roll the Dice for 2009 Wednesday, 6 April 2011 26
Wednesday, 6 April 2011 27
Wednesday, 6 April 2011 28
Wednesday, 6 April 2011 29
2009 Marketing Print Ads cancelled Online Ads cancelled Telesales cancelled 50% of marketing budget unspent Sellout 2 months early Wednesday, 6 April 2011 30
2009 Attendance 70%+ Ticket Revenue 89%+ Overall Revenue 40%+ Convert a big loss into a near breakeven Wednesday, 6 April 2011 31
2010 Expanded conference by further 100 seats Soldout 4 months early 贈0.00 in media spend Most popular topic on Twitter for 2 days Wednesday, 6 April 2011 32
So How Did This Happen? Wednesday, 6 April 2011 33
2008 Negatives Got There in the End but.. Didnt Sellout Massive Resource Black Hole Financial Loss 2x Bigger than Forecast Wednesday, 6 April 2011 34
2008 Positives Stellar Feedback 78% Respond to Online Survey 50% De鍖nitely Would Return 30% Probably Would Return 0% Would Not Return Dedication to Content & UX Noticed! Wednesday, 6 April 2011 35
Invested in Branding Great Sponsors - Microsoft, Cisco, BT New Website; First Blog Print; Online; Email Lea鍖et Drops Direct Sales Dozen Marketing Partners Wednesday, 6 April 2011 36
Almost 0 in social media Wednesday, 6 April 2011 37
2008 Social Media Luck Blogs Shareable Online Video Twitter Wednesday, 6 April 2011 38
2008 Luck Wednesday, 6 April 2011 39
2008 Luck www.#nyurl.com/3rgn9n Wednesday, 6 April 2011 40
2008 Luck Wednesday, 6 April 2011 41
Thank You Twitter! 2008 Google top referring website 2009 Google still no 1 2008 Twitter accounted for 3.1% of all referrals 2009 Twitter accounted for 21.2% of all referrals Wednesday, 6 April 2011 42
Wednesday, 6 April 2011 43
Social Media & the Future of Marketing Wednesday, 6 April 2011 44
Theory of Marketing Market Segmentation: Who is your customer? What is your target market? Needs Analysis: What do they want/need/ desire? What is your product/service offering? How will/can you communicate your value? Advertising, PR, sales, promotion, etc. Wednesday, 6 April 2011 45
Wednesday, 6 April 2011 46
Wednesday, 6 April 2011 47
Theory of Marketing - subverted How will/can you communicate your value? Advertising, PR, sales, promotion, etc. What is your product/service offering? Market Segmentation: Who is your customer? What is your target market? Needs Analysis: What do they want/need/ desire? Wednesday, 6 April 2011 48
The US Pharma Industry York University, 2008 贈60bn in sales promotion & advertising 贈32bn on actual drug R&D Wednesday, 6 April 2011 49
The power of word of mouth Wednesday, 6 April 2011 50
Wednesday, 6 April 2011 51
Wednesday, 6 April 2011 52
Wednesday, 6 April 2011 53
Word of Mouth Free Highly credible & in鍖uential Bottom up instead of top down Wednesday, 6 April 2011 54
Social Tools: putting the power of word of mouth on steroids Wednesday, 6 April 2011 55
Wednesday, 6 April 2011 56
Wednesday, 6 April 2011 57
Theory of Marketing Market Segmentation: Who is your customer? What is your target market? Needs Analysis: What do they want/need/ desire? What is your product/service offering? How will/can you communicate your value? Advertising, PR, sales, promotion, etc. Wednesday, 6 April 2011 58
Less Promotion Better Marketing Better Products More Truth Happier People Wednesday, 6 April 2011 59
Social Enterprise & Social Media More for Less Increasingly time-rich but cash-poor More important than ever to understand and connect with funders, investors, customers, partners, etc. Wednesday, 6 April 2011 60
Wanna Discuss More? www.thinkingdigital.co.uk herb@codeworks.net @ThinkingDigital LinkedIn: search Herb Kim Wednesday, 6 April 2011 61

More Related Content

The Big Jump - The Future of Marketing

  • 1. Some Thoughts on the Future of Marketing March 2011 The Big Jump Wednesday, 6 April 2011 1
  • 2. @herbkim @ThinkingDigital Wednesday, 6 April 2011 2
  • 4. @herbkim @ThinkingDigital Wednesday, 6 April 2011 4
  • 5. ADL Report Recommended that the digital technology and media cluster be named a priority business cluster Advised that we focus on the facilitation of networking on a regional basis Recommended that a dedicated organisation be formed with staff who command con鍖dence and credibility and who are themselves extremely well networked. Wednesday, 6 April 2011 5
  • 6. Support the Growth of the Digital & Creative Industries of North East England 2002 Not for Pro鍖t Software development Networks & collaboration Wednesday, 6 April 2011 6
  • 7. FP6; TSB wins 3 spinouts From 30 to 130 paying company members Successful audits Life is Good!... until Wednesday, 6 April 2011 7
  • 9. Audits Outputs/Results Costs Economic Impact Industry support But.. private income v low Wednesday, 6 April 2011 9
  • 10. The Big Society: 2006 Our Core Costs funding is cut with little warning from 贈1.6m per year to 贈600k in 06/07 Then from 贈600k to 贈0k in 07/08 Future funding dependent on increasing cash income by 400% in a single year Wednesday, 6 April 2011 10
  • 14. Geordie TED Wednesday, 6 April 2011 14
  • 16. Go BIG or Go HOME Bet the company Wednesday, 6 April 2011 16
  • 20. Invested in Branding Great Sponsors - Microsoft, Cisco, BT New Website; First Blog Print; Online; Email Lea鍖et Drops Direct Sales Dozen Marketing Partners Wednesday, 6 April 2011 20
  • 21. With this Huge Investment Thinking Digital was a great success from Day One Wednesday, 6 April 2011 21
  • 22. Despite the Investment We were really struggling Wednesday, 6 April 2011 22
  • 23. Good to Great The TED Conference Wednesday, 6 April 2011 23
  • 24. Survival Saving Face Wednesday, 6 April 2011 24
  • 25. 2008 Negatives Got There in the End but.. Didnt Sellout Massive Resource Black Hole Financial Loss Double the Forecast BUT we survived Wednesday, 6 April 2011 25
  • 26. Roll the Dice for 2009 Wednesday, 6 April 2011 26
  • 30. 2009 Marketing Print Ads cancelled Online Ads cancelled Telesales cancelled 50% of marketing budget unspent Sellout 2 months early Wednesday, 6 April 2011 30
  • 31. 2009 Attendance 70%+ Ticket Revenue 89%+ Overall Revenue 40%+ Convert a big loss into a near breakeven Wednesday, 6 April 2011 31
  • 32. 2010 Expanded conference by further 100 seats Soldout 4 months early 贈0.00 in media spend Most popular topic on Twitter for 2 days Wednesday, 6 April 2011 32
  • 33. So How Did This Happen? Wednesday, 6 April 2011 33
  • 34. 2008 Negatives Got There in the End but.. Didnt Sellout Massive Resource Black Hole Financial Loss 2x Bigger than Forecast Wednesday, 6 April 2011 34
  • 35. 2008 Positives Stellar Feedback 78% Respond to Online Survey 50% De鍖nitely Would Return 30% Probably Would Return 0% Would Not Return Dedication to Content & UX Noticed! Wednesday, 6 April 2011 35
  • 36. Invested in Branding Great Sponsors - Microsoft, Cisco, BT New Website; First Blog Print; Online; Email Lea鍖et Drops Direct Sales Dozen Marketing Partners Wednesday, 6 April 2011 36
  • 37. Almost 0 in social media Wednesday, 6 April 2011 37
  • 38. 2008 Social Media Luck Blogs Shareable Online Video Twitter Wednesday, 6 April 2011 38
  • 39. 2008 Luck Wednesday, 6 April 2011 39
  • 40. 2008 Luck www.#nyurl.com/3rgn9n Wednesday, 6 April 2011 40
  • 41. 2008 Luck Wednesday, 6 April 2011 41
  • 42. Thank You Twitter! 2008 Google top referring website 2009 Google still no 1 2008 Twitter accounted for 3.1% of all referrals 2009 Twitter accounted for 21.2% of all referrals Wednesday, 6 April 2011 42
  • 44. Social Media & the Future of Marketing Wednesday, 6 April 2011 44
  • 45. Theory of Marketing Market Segmentation: Who is your customer? What is your target market? Needs Analysis: What do they want/need/ desire? What is your product/service offering? How will/can you communicate your value? Advertising, PR, sales, promotion, etc. Wednesday, 6 April 2011 45
  • 48. Theory of Marketing - subverted How will/can you communicate your value? Advertising, PR, sales, promotion, etc. What is your product/service offering? Market Segmentation: Who is your customer? What is your target market? Needs Analysis: What do they want/need/ desire? Wednesday, 6 April 2011 48
  • 49. The US Pharma Industry York University, 2008 贈60bn in sales promotion & advertising 贈32bn on actual drug R&D Wednesday, 6 April 2011 49
  • 50. The power of word of mouth Wednesday, 6 April 2011 50
  • 54. Word of Mouth Free Highly credible & in鍖uential Bottom up instead of top down Wednesday, 6 April 2011 54
  • 55. Social Tools: putting the power of word of mouth on steroids Wednesday, 6 April 2011 55
  • 58. Theory of Marketing Market Segmentation: Who is your customer? What is your target market? Needs Analysis: What do they want/need/ desire? What is your product/service offering? How will/can you communicate your value? Advertising, PR, sales, promotion, etc. Wednesday, 6 April 2011 58
  • 59. Less Promotion Better Marketing Better Products More Truth Happier People Wednesday, 6 April 2011 59
  • 60. Social Enterprise & Social Media More for Less Increasingly time-rich but cash-poor More important than ever to understand and connect with funders, investors, customers, partners, etc. Wednesday, 6 April 2011 60
  • 61. Wanna Discuss More? www.thinkingdigital.co.uk herb@codeworks.net @ThinkingDigital LinkedIn: search Herb Kim Wednesday, 6 April 2011 61