Digital Summit 2016: The Digital Nomad Marketing Strategy

Before you begin

Geoffrey Colon, Communications Designer, MicrosoftThe Digital Nomad Strategy@djgeoffe

Slide 12 and 13: Im wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.Slide 12: influencer marketingYou may want to reduce the amount to points below the graph to the top 5 takeawaysWe dont mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reachesWe do not articulate what our strategy is for FY16/H2 > where do we see the greatest opportunity. Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.We should apply this to the Contributor deep-dive as well.The chart on slide 14 is quite blurry, can you get a sharper screen shot?Slides 28-30, can we put these in the Appendix?

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Presented by Geoffrey Colon

Author of Disruptive Marketing2The Digital Nomad Strategy@djgeoffe

For much of the history of the world we lived in communal yet nomadic fashion. We went where we could find or cultivate food

@djgeoffe


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During the Agricultural Age, most people were merchants, craftspeople, farmers, or farm workers. Creative ideas and skill were rewarded as more people would buy from you if your product was made better. Being entrepreneurial was important because most people worked for themselves.4The Digital Nomad Strategy@djgeoffe

Then civilization moved from the agricultural age to the industrial age. People migrated to where they could find work@djgeoffe

@djgeoffe


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During the Industrial Age, few people worked for themselves due to the large capital required to operate a factory or business operation. During this era most people worked in factories. Creative thoughts were frowned upon in favor of scale and efficiency. Only the wealthy had capital to own businesses.6The Digital Nomad Strategy@djgeoffe

Then civilization once again faced a cataclysmic shift from industrial age to information age. People migrated to the internet where information, knowledge and connections were in abundance

@djgeoffe


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During the Information Age, people began to migrate back to an era where many worked for themselves but most still relied heavily on scarce capital due to the large resources required to operate a technical business. Cognitive capital was the main commodity but was owned by the corporation. Venture capitalists had the most to benefit in this age.8The Digital Nomad Strategy@djgeoffe

We now are at a new chasm we are crossing and one that you need to understand in order to connect with people, customers, and influencers during the shift from the information age to a new creative age

@djgeoffe


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During the Creative Age, people can work anywhere and for themselves due to the advent of cloud computing. Tools are in abundance. Creativity and imagination are the new commodities. Businesses can crop up in days, not years. Anyone can own a business. Anything you imagine is no longer a wasted thought. The world is moving toward a meritocracy. Purpose, potential and inspiration are the new goals.10The Digital Nomad Strategy@djgeoffe

11The Digital Nomad Strategy@djgeoffe

You and me. We or Us all have come full circle to live in a new normal once again.12@djgeoffe

I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.Angela Ahrendts, Apple senior vice president

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We live in public.We live in the physical world.We live in the digital world.We live anywhere and everywhere.We can do everything and anything we IMAGINE.13The Digital Nomad Strategy@djgeoffe

While we enter this new era, we also have been changing our outlooks and habits due to technology14@djgeoffe


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Everything today is temporary.Nothing is permanent.


Home ownership is at an all time low of 64%More than 50% of urbanites do NOT own a carThe majority of Millennials do NOT pay for cable TVThe majority of people do NOT purchase music45% of Americans pirate entertainment content0% pay to use services like Facebook, Twitter, InstagramEven Windows 10 is free*

16The Digital Nomad Strategy Source: http://www.umtri.umich.edu/what-were-doing/news/hitchin-ride-fewer-americans-have-their-own-vehicle*Upgrade ends July 29, 2016 unless you use assistive technologies more info at https://blogs.msdn.microsoft.com/accessibility/2016/05/06/accessibility-and-the-windows-10-free-upgrade/

@djgeoffe

If this trend continues, we may be an ownerless society in the next 20 years. Especially with new behaviors yet to be established or adopted.17@djgeoffe


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What does this new behavior mean for analyzing how we will market using the web for the next 20 years?18@djgeoffe


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For much of our lives weve been told the following:Establish a site (Buy a Home) vs. Be where customers are online (Rent in order to move)Build community (Build Your Skills) vs. Build network (Build Your Ideas)Earn followers (Earn Income) vs. Earn reputation (Earn Word of Mouth)Drive Traffic (Visitors) vs. Drive Engagement (Build Influence)Build Empire (Dominate) vs. Build Collapsible Systems By Design (Disrupt Yourself)


But that was in a world with scarce solutions and scarce businesses inhabiting the web. It was also in a desktop-oriented world where many people used just a few tools like this:



Similar to how automation transformed past industries, the ability to find information in new ways is in abundance due to the overpopulation of people on the internet.


In a nomadic approach, being where your customers are but also using what you feel most comfortable with to help nourish customer relationships helps foster learnings.


There is no one proper tool to use in communications in the 21st Century. Whatever does the job is the best tool. Its measuring the output based on the feelings of people toward you and your product, organization or service.24@djgeoffe


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If these still work for you based on who your audience is, then by all means use them! How we manipulate media to foster connection is the new modern art of the 21st Century


A Guru told me I was doing it wrong for my own website. But am I? Who wants to visit my site as an author when they can converse with me in real time?26@djgeoffe


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Contact forms are the new snail mail. Messenger apps are what all savvy businesses are designing experiences around because it truly helps in both our real time and on-demand world30The Digital Nomad Strategy@djgeoffe

The shift from open social platforms to messenger apps is a prime example of nomadic behavior in action. 31@djgeoffe


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Similar to how the agricultural age ceded to the industrial age which ceded to the information age which is now ceding to the creative age, digital marketing is as antiquated as the industrial era.32@djgeoffe


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Ask yourself. Are you an expert?


Are you a guru?


Many forms of expertise and skills ultimately become outmoded and outdated due to technical advancements and automation.



I know what youre thinking, but that will only affect certain jobs, Ill be fine37@djgeoffe


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But this isnt a presentation about fear. Its about how to adapt and be empowered in a world that is changing by the millisecond.41@djgeoffe


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In order to understand the new normal we live in, lets explain this new world via five quotes:42@djgeoffe


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Get into the habit of imagining an alternate scenario. By posing such imagine if questionswe can distance ourselves from the frames, cues, anchors and rhetoric that might be affecting us. Noreena Hertz43@djgeoffe


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Business has only two functions marketing and innovation. Milan Kundera44@djgeoffe


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The most disruptive thing in the market is not technology, but rather the customer. Tiffani Bova, Salesforce45@djgeoffe


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Species go extinct because there are historical constraints built into a given body or a given design. Kevin Kelly46@djgeoffe


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The true scarce commodity is increasingly human attention. Satya Nadella, CEO, Microsoft47@djgeoffe


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Modern Marketers need to understand technology, platforms, emerging media, analytics, holistic decision-making journeys and48@djgeoffe

more importantly something more complex than all of that combined. What is more complex than all of those things?49@djgeoffe

50@djgeoffe

Aspire and live with an attitude like my four-year-old daughter Tillie who wants to be both a unicorn and a scientist when she grows up(because imagination is our true north and customers are more sophisticated than companies)


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Questions to Ask Yourself Before Marketing Anything in the Here and Now52The Digital Nomad Strategy@djgeoffe

What Culturally and Ethically Matters to Your Customers?Question 1:53The Digital Nomad Strategy@djgeoffe

Where Do Your Customers or Potential Customers Live Both Online and Offline?Question 2:54The Digital Nomad Strategy@djgeoffe

Are Your Customers Producers?Question 3:55The Digital Nomad Strategy@djgeoffe

In Aggregate, are Those Customers Creating Qualitative Conversations That Tie Into Your Company Vision, Culture and Ethics and Go Beyond Product?Question 4:56The Digital Nomad Strategy@djgeoffe

Four Goals for the Nomadic Strategy:

Communications Design that meets the demand of an emerging market with a different vision of the worldReshaping the world so that it meets the ethical narratives of peoplePlatform agnosticConversation is the barometerCreative Disruption in the Anti-Organization Age57The Digital Nomad Strategy

@djgeoffe

Four Metrics to Measure58The Digital Nomad Strategy@djgeoffe

How do you check your pulse? Your heartbeat right? The same is true now in business.

Net Promoter ScoreThe Four Metrics to Measure in a Nomadic Strategy59The Digital Nomad Strategy@djgeoffe

How do you check what people are saying? Social listening that can check for:

Qualitative Sentiment

The Four Metrics to Measure in a Nomadic Strategy60The Digital Nomad Strategy@djgeoffe

Conversion may help with revenue but leave that for a separate KPI. For predictive analysis around nomadic behavior track:Brand/Product Mentions and Where Those Mentions OccurThe Four Metrics to Measure in a Nomadic Strategy61The Digital Nomad Strategy

@djgeoffe

Finally, in order to get a good idea of what will move your audience in the future in terms of content, track:InterestsJob TitlesGeographyThe Four Metrics to Measure in a Nomadic Strategy62The Digital Nomad Strategy@djgeoffe

Net Promoter Score Why? Gives indicators if people will recommend your products to others (social by design)Qualitative Sentiment Why? Its not the amount of people saying things, but what they are saying. Besides, you only need 120 connections* to create a word of mouth business

Four Metrics to Measure63The Digital Nomad Strategy - *Based on research by British Anthropologist Robin Dunbar who noted that 120 connections were the most any person or company could realistically manage and know who those people. Software will scale this number of course.

3. Brand/Product Mentions Why? Makes sense to know where these are taking place regardless of what people are actually saying. This helps you map where to ultimately be rather than hedging bets on platform blindness.4. Interests Why? Unlike CTRs and conversion rates, people data will help with personalization in a people-centric fueled future where conversation is the platform.

Four Metrics to Measure64The Digital Nomad Strategy

What mistake did I make in this video?Mistakes of Conventional Marketers65The Digital Nomad Strategy

@djgeoffe

Socialcam isnt a dominant platform but the behavior it was capturing now is:

Video Messaging!!!Live video streaming!!!Video remixing!!!Study Behavior, Not Platforms66The Digital Nomad Strategy

@djgeoffe

Netnography: The freely expressed opinion of individuals on the social web provides researchers with data coming from thousands of individuals behaving freely. It also allows researchers to keep record of these interactions, quantify changes over time, and perform insightful analysis using a variety of tools and methods.Word of the Century67The Digital Nomad Strategy@djgeoffe

What you have learned today will be irrelevant in a matter of daysand no one is an expert in a constantly evolving world!But Dont Take My Word For It68The Digital Nomad Strategy

Part of learning, unlearning and relearning is where we stand now in the world of modern marketing69@djgeoffe

The most disruptive thing in the market is not technology, but rather the customer.Tiffani Bova

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So ask yourself this question to help you rethink your view of the world and your place in it70@djgeoffe


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When was the last time you did something for the first time?71@djgeoffe


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My Name Is Geoffrey Colonand I Work at Microsoft72@djgeoffe

Web: geoffreycolon.netTwitter: @djgeoffeLinkedIn: Geoffrey ColonSlideShare: slideshare.net/geoffreycolonPodcast: Disruptive FMBook: Disruptive Marketing

73@djgeoffe

Buy My Book Because Books Are The Best Form of Nomadic Content ;);)

74@djgeoffe

Geoffrey Colon Life ShieldFamily & FunProfessional3 years at Microsoft7 years in agency world4 years running my own business (Creative Solutions Marketing Agency)10 years in the Music IndustryProfessional DJ

Interests: diversity in the workplace, women in tech, futurology, social media, mobile technology, digital media, blogging, international travel, music production, DJing, reading, soccer (playing and watching), podcasting, fashion, art, music, politics, philosophy, yoga, cooking, running, boxing, MMA, cycling, swimming, physical conditioningPast Roles: landscaping, DJ, radio sales, promotions manager, creative director, event director, agency entrepreneur, social strategist, client solutions director, vice president of digital strategyPersonalGoalsBorn in Bethlehem, PALehigh University alumLived 20 years in Brooklyn, NYMarried to the Allison DunmireTwo daughters: Olive & MatildaServe on a non-profit boardBring design thinking through diversity Speak at more events, publish more booksCreate new and innovative business models and products around human behaviorsDestroy poverty, hate, racism, sexism

Published Author & Noted Podcaster

Mi nombre es Geoffrey Colony trabajo en Microsoft76@djgeoffe

Mi nombre es Geoffrey Colon y trabajo en Microsoft76

Mon nom est Geoffrey Colonet je travaille chez Microsoft77@djgeoffe

Mi nombre es Geoffrey Colon y trabajo en Microsoft77

Mein Name ist Geoffrey Colonund ich arbeite bei Microsoft78@djgeoffe

Geoffrey Microsoft79@djgeoffe

Geoffrey Microsoft80@djgeoffe

Microsoft81@djgeoffe

2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIESEXPRESS, IMPLIED, OR STATUTORYREGARDING THE NFORMATION IN THIS PRESENTATION.

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