Marketing in the Era of Chaos

MARKETING IN THE ERA OF CHAOSSurvival in the era of chaos is dependent on “eye-opening” entertainment + genuine customer experiences

Mitch KaplerCarrot Creative

January 2014

Image source: www.huffingtonpost.com

TODAY, EVERYTHING IS TRANSPARENT

Image source: http://www.verycd.com

CHAOS IS CONSTANT

Image source: cryptome.org

IT’S TRUE

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TRUST IN MEDIA, GOVERNMENT AND CORPORATIONS ARE AT AN ALL-TIME LOW

87% OF THE 1955 FORTUNE 500 COMPANIES ARE NO LONGER ON THE LIST

40% OF THE FORTUNE 500 COMPANIES WON’T BE ON THE LIST IN 2020

Image source: 9to5mac.com

BIG BUSINESS IS NO LONGER INVINCIBLE

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Image source: web.archive.org

STANDARDIZED COMMUNICATION MODELS ONLY WORKED IN A STANDARDIZED WORLD

FROM THE PRINTING PRESS ONWARDS, COMMUNICATION MODELS LOOKED LIKE THIS:

MEDIA

ONE-WAY; CENTRALIZED

BROADCAST MESSAGE MASS

AUDIENCE

THEN, THE INTERNET CAME ALONG, WHICH GAVE WAY TO THE NEWSFEED - CHANGING THE MODEL FOREVER

MEDIA

ONE-WAY; CENTRALIZED

MASSAUDIENCE

THENEWSFEED

TWO-WAY;

DECENTRALIZED

BROADCAST MESSAGE

MEDIA

ONE-WAY; CENTRALIZED

MASSAUDIENCE

THENEWSFEED

BROADCAST MESSAGE

BROADCAST MEDIA IS AT ODDS WITH THE NEWSFEED

PACING AND RHYTHM IS EXPECTED; IT’S

ARCHAIC, CAN’T TALK BACK, SLOW TO

EVOLVE, NEEDS MILLIONS OF

EYEBALLS TO ENSURE SUCCESS

MOVES FAST; IT’S

UNPREDICTABLE, RAPIDLY

EVOLVING, CAN TALK BACK,

NEEDS STRONG NICHES TO

ENSURE SUCCESS

TWO-WAY;

DECENTRALIZED

NEWSFEED = PARTICIPATORY CULTURE

THIS MEANS:

1. LOW BARRIERS TO ARTISTIC EXPRESSION AND CIVIC ENGAGEMENT

2. WILLINGNESS TO SHARE AND CREATE WITH OTHERS

3. MENTORSHIP AMONGST PEERS

4. MEMBERS BELIEVE THAT THEIR CONTRIBUTIONS ARE VALUABLE

5. SOCIAL CONNECTIONS WITH ARTISTIC PEERS6

Resource: Professor Henry Jenkins

WE ARE LIVING IN THE WORLD OF THE HYPERACTIVE NEWSFEED

Image source: flickr.com/photos/squeaks2569

...where content is shared, conversations rapidly unfold and the real truth is sought out. This is fueling a new culture.

Image source: en.wikipedia.org 

CULTURE IS BEING DEFINED IN REAL TIME

Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.html

COLLECTIVE AWARENESS IS GROWING7

Image source: http://io9.com/ 

THE INCREASE IN COGNITIVE COMPLEXITY PRESENTED IN ENTERTAINMENT CONTENT PROVES OUR BRAINS HAVE EVOLVED TO DIGEST DEEPER, MORE NESTED STORY LINES.

WE DECODE INFORMATION AND STORIES FASTER THAN WE DID IN PREVIOUS GENERATIONS

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Image source: businessinsider.com.auResource: Steven Johnson’s Everything bad is good for you

WE EXPECT DELIGHT ON ANY SCREEN AT ANY TIME

Image sources: flickr.com/photos/hackny thenextweb.com

flickr.com

THE WAY WE SEE, HEAR, INTERACT AND SHARE CONTENT AND

INFORMATION HAS CAUSED A PARADIGM SHIFT IN

ATTENTION AND EXPECTATIONS

Image source: google.com

MEDIA IS NOW DISPOSABLE

Image source: CinematicParadox.com

BUT, THE NOTION OF EXCEPTIONAL SERVICE HAS BEEN REDEFINED

AS WELL AS ENTERTAINMENT EXPERIENCES

THIS ERA HAS PROVEN THAT BRANDS CAN ENGAGE MASS AUDIENCES BY CREATING “EYE-OPENING” ENTERTAINMENT EXPERIENCES

BRANDS CAN CREATE STRONG LOYAL NICHES THROUGH CONSISTENT AND AUTHENTIC CUSTOMER EXPERIENCES

HOW DO BRANDS CREATE BUZZ THROUGH “EYE-OPENING” ENTERTAINMENT, WITHIN THE HYPERACTIVE NEWSFEED?

YES, THIS GUY

CREATES

AUTHENTIC BUZZ

Image source: www.google.com

HACK THE NEWSFEED

Image source: www.reelgood.com.au

Image source: Google.comgottaquirk.com

youtube.com

OLD SPICE USED A HIT COMMERCIAL AS A SPRINGBOARD FOR ONE-TO-ONE CONVERSATIONS ON YOUTUBE AND TWITTER.

“LOLZ” DOMINATED THE REAL ESTATE OF THE NEWSFEED, AND YES, OLD SPICE’S SALES WENT UP.

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RED BULL DROPPED A MAN FROM SPACE, DRIVING CONVERSATIONS THROUGHOUT THE WORLDImage sources:jalopnik.comnews.nationalgeographic.com 

Image source: YouTube.com

PSY WOWED US BY CREATING A CATCHY TUNE THAT WAS FAMILIAR, YET OFF-CENTER, TURNING HIMSELF INTO A REAL-LIFE MEME...AND UTILIZED THE VIRAL MOMENTUM TO SPRINGBOARD INTO AN INTERNATIONAL BRAND

WHEN POP CULTURE STAPLES RUB AGAINST THE GRAIN, THEIR BRAND HACKS THE NEWSFEED

Image source: Google.com

WHEN WE MAKE FUN OF OUR OWN NICHE CULTURAL CLICHES, PARTICIPATORY CULTURE UNFOLDS WITH LAUGHTERImage source: YouTube.com

SHIT GIRLS SAY THE HARLEM SHAKE

WHEN HIGH CULTURE AND LOW CULTURE MEET, WE FOCUS AND DISCUSSImage source YouTube.comaoltv.com

50 CENT’S DOWN ON ME WITH KEENAN CAHILL

KATIE PERRY’S LAST FRIDAY NIGHT F/T YOUTUBE

SENSATION REBECCA BLACK

JAMES FRANCO ON GENERAL HOSPITAL

THE NEWSFEED IS NOT JUST A VENUE FOR SHARED CONTENT EXPERIENCES

Image source: www.wired.co.uk/

Image source: flickr.com/photos/timdorr

THE NEWSFEED IS ABOUT BUILDING AUTHENTIC RELATIONSHIPS

SOCIAL MEDIA IS ALL ABOUT LOVE

SOCIAL MEDIA USE PRODUCES A DOUBLE-DIGIT INCREASE IN OXYTOCIN, WHICH IS KNOWN AS THE LOVE HORMONE. Image source: wallpaperstock.net

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“IT’S NOT THAT MACHINES ARE TAKING OVER, IT’S THAT THEY ARE HELPING US BE MORE HUMAN. HELPING US CONNECT WITH EACH OTHER. THE MOST SUCCESSFUL TECHNOLOGY GETS OUT OF ITS OWN WAY AND HELPS US LIVE OUR LIVES. AND REALLY IT ENDS UP BEING MORE HUMAN BECAUSE WE ARE CO-CREATING WITH EACH OTHER ALL THE TIME. IT’S STILL HUMAN CONNECTION, IT’S JUST DONE IN A DIFFERENT WAY. WE ARE JUST INCREASING OUR HUMANISTS.” – AMBER CASE CYBORG ANTHROPOLOGIST

Image source: blog.ted.com 

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Image source: www.businessinsider.com 

STRONG RELATIONSHIPS ARE GREAT FOR BUSINESS

RELATIONSHIPS FORM WHEN VALUES ARE SHARED AND AGREED UPON

Image source southpark.wikia.com

VALUES ARE SHARED AND AGREED UPON THROUGH GESTURES AND ARTIFACTS

Image sources:publications.newberry.orgonline.wsj.com

1700S

2014

GESTURES AND ARTIFACTS ARE UNIQUE AS THEY REQUIRE CARE AND TIME TO CULTIVATE

Image source: www.prcouture.com

IN THE ERA WHERE ATTENTION IS SHORT AND EXPECTATIONS ARE HIGH, HOW CAN WE SPARK DELIGHT, TRUST AND LOYALTY AMONG CUSTOMERS?

Image source: www.cinencuentro.com 

UNLOCK SMILES BY REACHING OUT WITH A GESTURE + ARTIFACT

Image sources: www.virgin.com www.boston.com

Virgin America delivered sincere gestures in the form of a “cheer up” to travelers who were Flying in the Face of Ordinary (FITFOO) in Boston, Washington DC and New York. Virgin America listened for distressed travelers on Twitter and delivered cupcakes to an office, brought rain boots to a woman who forgot hers at home, and even gave a woman in Boston a ride to help her get an important meeting.

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UNLOCK GRATITUDE BY REACHING OUT WITH A YUMMY ARTIFACT

Image source: http://agbeat.com/

Rob G. of strictlyautobiographical.com wrote a blog post for his future children called “The Milano: an ode to Pepperidge Farm” in which he details his encounter with his new love for Milano cookies.

Shortly after, a representative from Pepperidge Farm reached out to him via email to thank him for the post and asked for his address.

Rob G. followed up with a blog post sharing his new stash of cookies and gratitude to Pepperidge Farm saying, “You’ve made me even more of a lifetime fan. Thank you so much!” 13

Image source: www.jwt.com / www.coloribus.com

FACILITATE DELIGHT IN THE FORM OF A SHARED EXPERIENCE AND SINCERE GESTURE

A major soccer match between Spain’s Real Madrid against Italy’s AC Milan was taking place, and Italy’s AC Milan fans were eager to watch. To use American football as an analogy, this is as if Russell Wilson’s Seattle Seahawks and Peyton Manning’s Denver Broncos played on Monday Night Football.

Heineken enlisted several university professors, girlfriends and bosses to convince their boyfriends to go to a classical concert on the same night as the match. These men could not say no to their significant other/boss and had to go to the classical concert.

Heineken prepared a special surprise for them, unveiling a big screen as well as a classical orchestra which played music as beers were handed out, just in time for the big match.

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GESTURES COME TO LIFE THROUGH INSIGHTFUL INDUSTRY CONTENT - VITAL CURRENCY FOR THE B2B INDUSTRY

Image source: http://networkingexchangeblog.att.com/

AT&T created a content marketing hub targeting key stakeholders for their B2B business.

The team used social channels such as LinkedIn and Twitter to target people who would find the information useful.

In the timespan of 18 months, AT&T saw $47 million in new business.

People reward those who provide the right information at the right time. 15

PLATFORMS ARE EVOLVING TOWARDS COLLECTIVE VALUE OVER NEWSFEED CONSUMPTION

Image source: eongxien.wordpress.com

CO-CREATION ENABLES THE REALIZATION OF NEW PRODUCTS AND BRANDS

Image source: Kickstarter.com

The Kickstarter effect and magic of co-creation has arrived. In 2013, 19,911 projects were successfully funded and total of $480mm in total pledges were made, thereby unlocking new creative projects from a collection of sincere gestures in order to create thought provoking experiences.

Additionally, collective gestures are unlocking the creation of new products. Modern artifacts that have a genuine purpose, and a newfound meaning for the user, now have an opportunity to be involved at the very beginning of the production process, and therefore have more skin in the game.

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COLLECTIVE GESTURES ENABLE CHARITY

Image source: NYTimes.com

In the summer of 2012, Karen H. Klein was harshly bullied by students in upstate New York.

The video titled, “Making the Bus Monitor Cry” was posted on YouTube and surpassed 4.7 million views within a week.

The video prompted outrage on the internet. One viewer was inspired to create an IndieGoGo crowdfunding page with a $5,000 goal to give Karen the vacation of a lifetime. The campaign ended up raising $600,000 and ensured that Karen would never have to be a bus monitor again for the rest of her life.

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Image sources: www.wbcitizenship.com www.indiegogo.com

DC Entertainment’s We Can Be Heroes campaign raised more than $150,000 to tackle hunger in the Horn of Africa by enticing donors with perks like collector’s edition comic books.

Save the Drive-In, a campaign supported by Honda, is raising money to help sustain the dwindling number of drive-in movie theaters.

BRANDS CAN UTILIZE THESE PLATFORMS TO HELP US ALL BE HEROES AND DELIVER REAL VALUE AND HOPE

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OKAY, COOL.

NOW, HOW DO WE CREATE “EYE-OPENING” ENTERTAINMENT

EXPERIENCES AND CREATE STRONG LOYAL NICHES THROUGH CONSISTENT AND

AUTHENTIC CUSTOMER EXPERIENCES?

Image source: fabuloussavers.com 

Image sources: google.comthesaleslion.com

BE EXCEPTIONAL

BE OFF-PATTERN

BEING EXCEPTIONAL GETS YOU NOTICED

Image source www.hothdwallpaper.net

Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.html

BEING OFF-PATTERN CREATES AUTHENTICITY AND NEWNESS

Image source: emi-cfd.com 

“THE BEST EXPERIENCES ARE BORN THROUGH A COMBINATION OF WHAT IS EXPECTED AND SOMETHING NEW.” - MARC SHILLUM

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PEOPLE ARE GRATEFUL WHEN THEY SEE, HEAR OR LEARN SOMETHING NEW

THIS IS HOW NOVELTY IS BORN

Image source: meetthebeatlesforreal.blogspot.com

AND WANT TO KNOW WHAT’S CRAY?*

Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.htmlImage source: dailydithers.wordpress.com *CRAY IS SLANG FOR CRAZY

DOPAMINE IS RELEASED NOT AT THE CRESCENDO OF A MUSICAL

COMPOSITION, BUT APPROXIMATELY 12 SECONDS BEFORE.

DOPAMINE IS A NEUROTRANSMITTER IN OUR BRAIN THAT HELPS CONTROL REWARD AND PLEASURE CENTERS.

WE EXPECT AND FIND DELIGHT IN “EYE-OPENING” EXPERIENCES.

Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.html

IT’S SCIENCE!

Image source: dailydithers.wordpress.com

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Image source: ideagirlmedia.com 

A HUMAN-FIRST APPROACH IS HOW TO CONNECT IN A DECENTRALIZED ECOSYSTEM OF HUMAN NETWORKS

“No one wants to be thought of as a ‘user’ (or ‘consumer’ for that matter). I certainly don’t. And I wouldn’t consider my mom a ‘user’ either, she’s my mom.” - Jack Dorsey

Image source: news.stlpublicradio.org

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‘WE NEED [A SHIFT FROM SPREADABLE MEDIA] TO PERMEABLE MEDIA: MOVING FROM CONTENT PROVIDERS TO CONTEXT PROVIDERS [AND EXPERIENCE DESIGNERS].’

PATRICIA ZIMMERMANN, PROFESSOR, MEDIA ARTS, ITHACA COLLEGE

Image source: www.ithaca.edu

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VERB, REVERB AND AMPLIFY THEORY

Image source: http://smithery.co/

The verb is something the company does.

The reverb is the reverberations (r1) of that action across the social web, the “oooo, did you see what they did?’ (i.e. eye-opening experience)

The amplify is taking what you did, the reactions, and turning that into a story.

You must create a company culture that incorporates the development of eye-opening entertainment experiences and authentic gestures to produce dynamic reverberations across the social web.

KEY

r1 = reverberationsv = the thing you doq = quality of your product/ serviceb = brand warmth r0 = reverberations of the last thing you did

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Image source: flickr.com

WHEN AMAZING HAPPENS, PEOPLE SEE IT

Image source: soletron.com 

FEEL NOURISHMENT FROM IT

Image source: flickr.com

TALK ABOUT IT

AND RECIPROCATE ON THE GESTURE

Image source: flickr.com

“YOU NEED TO BE PERFECT IN EVERY ASPECT – IN THE WINDOW, IN EVERY SQUARE FOOT OF THE STORE. EVEN TEN YEARS AGO IT WAS ENOUGH TO JUST CREATE THE PRODUCT AND THE ADVERTISING. NOW YOU NEED TO PRODUCE A TOTAL ENVIRONMENT, A WORLD IN WHICH EVERYTHING FITS TOGETHER. WE STARTED SELLING JEANS, AND NOW WE ARE SELLING A WAY OF LIFE.”

RENZO ROSSOFOUNDER OF DIESEL JEANS CEO, OTB HOLDING GROUP

Image source: outofrush.com 

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Image source: http://smithery.co/

“ADVERTISING IS NOT THE THING YOU DO. IT’S THE STORY OF THE THINGS YOU’VE DONE.” - JOHN V WILLSHIRE

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DO AMAZING THINGS

Image source: www.marketingmagazine.co.uk

CHAOS PRESENTS ENORMOUS OPPORTUNITIES

BEING EXCEPTIONAL AND OFF-PATTERN CREATES EYE-OPENING ENTERTAINMENT FOR THE MASSES

DIGITAL TOOLS CREATE DELIGHT, TRUST AND LOYALTY

UNDERSTANDING HOW TO HARNESS THIS IS VITAL TO YOUR COMPANY’S SURVIVAL

BROUGHT TO YOU BY

@Carrot@MitchKapler

SOURCES1 Morales, Lymari. “U.S. Distrust in Media

Hits New High.” Gallup. Web. 21 Sept 2012. <http://www.gallup.com/poll/157589/

distrust-media-hits-new-high.aspx>

2 Wilke, Joy and Newport, Frank. “Fewer Americans Than Ever Trust Gov’t to

Handle Problems.” Gallup. Web. 13 Sept. 2013. <http://www.gallup.com/poll/

164393/fewer-americans-ever-trust-gov-handle-problems.aspx>

3 Adams, Susan. “New Study: Trust in Both Business and Corporate Leaders

Plummets.” Forbes. Web. 22 Jan. 2013 <http://www.forbes.com/sites/

susanadams/2013/01/22/new-study-trust-in-both-business-and-corporate-leaders-

plummets>

4 Perry, Mark J. “Fortune 500 Firms in 1955 vs. 2011; 87% Are Gone.” Weblog entry.

Carpe Diem. 11 Nov. 2011 <http://mjperry.blogspot.com/2011/11/

fortune-500-firms-in-1955-vs-2011-87.html>

5 Qualman, Erik. “10 WOW Social Media Statistics“ Weblog entry. Socialnomics.

11 June. 2011. <http://www.socialnomics.net/

2011/06/07/10-wow-social-media-statistics>

6 Jenkins, Henry, Puroshotma, Ravi, Clinton, Katherine, Weigel, Margaret, &

Robison, Alice J. (2005). “Confronting the Challenges of Participatory Culture: Media

Education for the 21st Century.” New Media Literacies <http://

www.newmedialiteracies.org/wp-content/uploads/pdfs/NMLWhitePaper.pdf

7 Dvosrsky, Georoge. “The emerging science of 'collective intelligence' — and

the rise of the global brain” io9. Web. 23 Nov. 2012

<http://io9.com/5962914/the-emerging-science-of-collective-intelligence--and-

the-rise-of-the-global-brain>

8 Johnson, Steven. (2006) Everything Bad is Good for You: How Today's Popular Culture is Actually Making Us Smarter

New York, NY: Riverhead Trade

9 Neff, Jack. “How Much Old Spice Body Wash Has the Old Spice Guy Sold?” AdvertisingAge. Web. 26 July. 2010

<http://adage.com/article/news/spice-body-wash-spice-guy-sold/145096>

10 Case, Amber. “We Are All Cyborgs Now.” Dec. 2010 Online Video Clip.

YouTube. Web. 11 Jan 2011 <http://www.youtube.com/watch?

v=z1KJAXM3xYA>

11 Zak, Paul. “Trust, morality -- and oxytocin?” July. 2011. Online Video Clip.

YouTube. Web. 11 Nov 2011 <http://www.youtube.com/watch?

v=rFAdlU2ETjU>

12 Nayer, Melanie. “On the scene: Virgin Atlantic team brings treats, cheer to

Boston” Boston.com. Web. 19 March. 2013.

<http://www.boston.com/travel/explorene/blogs/packup/2013/03/

virgin_atlantic_takes_to_the_s.html>

13 Rosales, Lani. “Pepperidge Farm surprises a blogger, wins a fan for life” The American Genius - business entrepreneur's

beat. Web. 6 Feb. 2013

<http://agbeat.com/social-media/pepperidge-farm-surprises-a-blogger-

wins-a-fan-for-life>

14 Hepburn, Aden. “Heineken: Guerrilla Marketing Event In Italy” Weblog entry.

DigitalBuzz Blog. 15 Mar. 2010 <http://www.digitalbuzzblog.com/

heineken-guerrilla-marketing-event-in-italy>

15 Biehn, Sander. “Social Media Case Study: How I made $47 million from my

B2B blog.” Weblog entry. {grow}. 18 Sept. 2013

<http://www.businessesgrow.com/2013/09/18/case-study-how-i-made-47-

million-from-my-b2b-blog>

SOURCES16 Kickstarter. “The Year in Kickstarter.”

8 Jan. 2013 Kickstarter. Web. <http://www.kickstarter.com/year/2013>

17 Preston, Jennifer. “For Bullied Bus Monitor, a Windfall to Ease the Pain.” New

York Times. Web. 22 June, 2012. <http://www.nytimes.com/2012/06/23/nyregion/for-bullied-bus-monitor-funds-raised-to-

take-hurt-away.html>

18 Bazilian, Emma. “Brands Are Discovering Crowdfunding as a Marketing

Tool Aligning themselves with popular causes.” Forbes. Web. 22 Jan. 2013 <http://

www.forbes.com/sites/susanadams/2013/01/22/new-study-trust-in-both-

business-and-corporate-leaders-plummets>

19 Shillum, Marc. “SXSW Brands as Patterns_final” Weblog entry. Slideshare.

10 March 2012 <http://www.slideshare.net/Method_Inc/

sxsw-brandsas-patternsfinal>

20 Dorsey, Jack. “Let’s reconsider our “users”“ Weblog entry. Jack’s Tumblr.

17 Oct. 2012 <http://jacks.tumblr.com/post/

33785796042/lets-reconsider-our-users>

21 Zimmerman, Patricia (BrainPicker). “"We need more permeable media, moving from content providers to context providers." ~

Patricia Zimmerman #FoE5.” 11 Nov 2012, 11:50 a.m. Tweet.

<https://twitter.com/brainpicker/status/135444325843746816>

22 Willshire, John V. “Advertising is not the thing that you do. It’s the story of the

things you’ve done.” Weblog entry. Smithery.co. 4 April. 2011

<http://smithery.co/uncategorized/advertising-is-not-the-thing-that-you-do-its-the-story-of-the-things-youve-done>

23 Wipperfurth, Alex. (2006) Brand Hijack: Marketing Without MarketingNew York, NY: Portfolio Trade

SCHOLARS WHO INFORMED AND INSPIRED THIS PRESENTATION

Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-in-fields_1592.html

• Marc Shillum• Douglas Rushkoff• Helge Tenno• Seth Godin• Steven Johnson • Patricia Zimmerman• Ed Cotton • Gary Vaynerchuck• Amber Case• Jack Dorsey• John V Wilshire• Caleb Kramer• Gabrielle Schaefer• Jon Lombardo