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3.0_Thinking3

3.0_Thinking3

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Published by: jayohare on May 29, 2009
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3.0 Thinking - They did it, so can you!

Clarence & Olin Light
Thursday, May 28, 2009

Jay O’Hare johare@alteragroup.net www.alteragroup.net 970-870-0467

Jay O’Hare
Altera

Thursday, May 28, 2009

This is my “geek” world

Thursday, May 28, 2009

The Economy is bad stating the obvious.

Thursday, May 28, 2009

From a recent Time cover

Thursday, May 28, 2009

Maybe things aren’t quite so bad. A recent photo from an Apple Store - no soul lines here!

Thursday, May 28, 2009

Makes sense to look at companies have survived & thrived during hard times. Great Depression?

Thursday, May 28, 2009

During the Great Depression over 50% of all Steamboat businesses went under.

Steamboat Circa 1929
Thursday, May 28, 2009

Steamboat Circa 1929
Thursday, May 28, 2009

1st National Bank of Steamboat closed its doors one day. Many Steamboat residents lost everything.

Steamboat Circa 1929
Thursday, May 28, 2009

Including these guys. They faced a choice: Continue as usual or leverage the TOOLS OF THE DAY to provide new value and connect with new business.

Clarence & Olin Light
Thursday, May 28, 2009

Using the tools of the day, trucks & mail, FM Light took their store on the road to connect with rancher and farmers.

Clarence & Olin Light
Thursday, May 28, 2009

Clarence & Olin Light
Thursday, May 28, 2009

Clarence & Olin Light
Thursday, May 28, 2009

Not only did their business grow during the Great Depression, they expanded their store t wice and by 1937 they had 3-times the floor space.

+24%
Sales

3x
Floor Space

Thursday, May 28, 2009

You are facing a similar choice: Continue business as usual or use the TOOLS of the DAY.

2009

Thursday, May 28, 2009

One thing about treadmills is that you do a lot of work & spend a lot of energy but don’t really go anywhere. Many businesses are on the tactic treadmill.

Tactic Treadmill
Thursday, May 28, 2009

It looks like this.

Newspaper

Magazine Direct Mail

Tactic Treadmill
Thursday, May 28, 2009

We’d like to build something that increases in value over time even though it may be worth nothing today. Ad rates are going up Response rates are going down. # of channels are going up - Our attention span is going down.

Newspaper

Value

Magazine

Direct Mail

Time
Thursday, May 28, 2009

Realize there are more opportunities to do more than stay on the Tactic Treadmill.

Tactic Treadmill
Thursday, May 28, 2009

Too much focus on tools.

Thursday, May 28, 2009

There are plenty of tools. There’s a lot to figure out first so that you select the right tool. 3 Shifts today.

Thursday, May 28, 2009

Shift 1

New Moms

Thursday, May 28, 2009

Motrin wanted to target new moms.

Thursday, May 28, 2009

Jumped on the “Social Bandwagon” with a video target @ new moms

Thursday, May 28, 2009

Big Problem - Video language offended many new moms who were very connected through...

Fashion Statement

Thursday, May 28, 2009

Thursday, May 28, 2009

Word of the offending video spread but only through the Twitter channel and no one from motrin or their ad agency was listening.

Thursday, May 28, 2009

Pulled the video & issued an apology - too late.

Too Late

Thursday, May 28, 2009

Video was posted on YouTube & is now permanent.

Thursday, May 28, 2009

Angry moms posted their video responses.

Thursday, May 28, 2009

Shift 1 - From Corporate control of brand & message to consumer control of brand & message.

Consumer Control Corporate

Thursday, May 28, 2009

New, free ubiquitous communication tools allow for messages to be shared & spread faster than ever before.

Consumer Control

Thursday, May 28, 2009

The downside for this kind of mistake is that it’s permanent.

“Motrin Moms” ~400k hits
Thursday, May 28, 2009

What to do?

Shift 1
Consumer Control

Thursday, May 28, 2009

At the very least, listen. Set up listening tools to monitor your industry, business etc. This is a t witter listening tool for monitoring real time mentions of “Cancer” “Livestrong” or Lance Armstrong.”

Thursday, May 28, 2009

Live demo

http://laf.alteragroup.net/cancerlive/

Thursday, May 28, 2009

Listen

Thursday, May 28, 2009

Shift 1 - From Corporate control of brand & message to consumer control of brand & message.

Shift 1
Consumer Control

Thursday, May 28, 2009

Shift 2

Doctors

Thursday, May 28, 2009

General practitioners have been practicing medicine the same way for decades.

Thursday, May 28, 2009

We all know the drill in going to the doctor. Isn’t there a better way?

Thursday, May 28, 2009

Jay Parkinson quit and went out on his own.

Dr. Jay Parkinson
Thursday, May 28, 2009

One Goal = Super Easy Doctor Visit

Thursday, May 28, 2009

Built his own website & used free, ubiquitous tools to reinvent the way he practices medicine.

Thursday, May 28, 2009

1 2 3 4 5 6

Visit the website See the Google Calendar Choose a time & symptoms iPhone Alert Makes a house call Pay with PayPal

Thursday, May 28, 2009

90% of visits to a Gp don’t need to be in an office.

90%
Thursday, May 28, 2009

Interest skyrocketed with tons of press - now he’s with a new company, Myca that’s taking much of his philosophy and creating a platform for other doctors.

Thursday, May 28, 2009

The new platform.

Click to visit the site & video from presentation

Thursday, May 28, 2009

Why?

Thursday, May 28, 2009

1. Met a Need 2. Alignment

Thursday, May 28, 2009

2nd shift Companies using new tools to align their offering with their customers needs & expectations.

1. Met a Need 2. Alignment

Thursday, May 28, 2009

Dr. Jay Parkinson
Thursday, May 28, 2009

Are you using these tools or others to align your offering?

RSS

Thursday, May 28, 2009

Shift 2
Alignment with customers

Thursday, May 28, 2009

Blenders

Thursday, May 28, 2009

This blender is made by BlendTec. They make some of the best blenders in the world. They start at $400 and go up to $1400

Thursday, May 28, 2009

BlendTec had a problem how to grow in a niche market? Who needs a $400 blender?

Tom Dickson - CEO
Thursday, May 28, 2009

Thursday, May 28, 2009

Sales increase.

20%+
Thursday, May 28, 2009

We used to throw our marketing over the fence and hope that it worked.

Organization Marketing
Thursday, May 28, 2009

3rd Shift Marketing supporting the company to the company supporting the marketing.

Marketing

Organization
Thursday, May 28, 2009

Customers in control
Thursday, May 28, 2009

Alignment with customers

Organization supports the marketing

What to do?

Thursday, May 28, 2009

Facebook is not the new newspaper, Twitter is not the new direct mail. New stuff exists for a completely different reason. This is my metaphor for businesses who try to “Friend” me on Facebook.

New Stuff is not the old stuff!

Thursday, May 28, 2009

How can you help form connections with people who care about what you do? These people found each other.

Connect

www.extremeironing.com
Thursday, May 28, 2009

These people throw expensive cameras in the air while taking a picture. They are connected & share.

Connect

cameratoss.blogspot.com
Thursday, May 28, 2009

WeLoveSteamboat.com example in Steamboat. Has nothing to do with real estate.

Thursday, May 28, 2009

People who love this place can connect & share. Wildhorse earns the right to to speak to them.

Thursday, May 28, 2009

Click to visit

Thursday, May 28, 2009

1 thing

Thursday, May 28, 2009

None of this has anything to to with gadgets, tools & stuff.

Hardware

Thursday, May 28, 2009

This is all about our need as people to want to connect, share & communicate.

Software

Thursday, May 28, 2009

Our worldview of what that means is changing. We now have tools to facilitate things we’ve been wanting to do all along.

Thursday, May 28, 2009

So just like these guys did in 1929, used the new tools of the day, you can too. What happens if you don’t?

Thursday, May 28, 2009

Coming soon!

Launching June 2009

Got Real Estate? Connect & Grow your business. www.SteamboatConnect.com

Steamboat Connect

Thursday, May 28, 2009

Coming soon

Launching June 2009

Steamboat Stimulus
Just what Steamboat needs. www.SteamboatStimulus.com

Thursday, May 28, 2009

Thanks!

Q&A

Customers in control
Thursday, May 28, 2009

Alignment with customers
Workshop @ 1:30

Organization supports the marketing

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