hi

Thursday, May 28, 2009

2

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

Jay O’Hare
Altera

Thursday, May 28, 2009

3

This is my “geek” world

Thursday, May 28, 2009

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This is my “geek” world

Thursday, May 28, 2009

4

The Economy is bad stating the obvious.

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From a recent Time cover

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

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

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

Steamboat Circa 1929
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Steamboat Circa 1929
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1st National Bank of Steamboat closed its doors one day. Many Steamboat residents lost everything.

Steamboat Circa 1929
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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.

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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
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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
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Clarence & Olin Light
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Clarence & Olin Light
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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.

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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

Thursday, May 28, 2009

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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

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

2009

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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.

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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
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It looks like this.

Tactic Treadmill
Thursday, May 28, 2009 19

It looks like this.

Newspaper

Tactic Treadmill
Thursday, May 28, 2009 19

It looks like this.

Newspaper

Magazine

Tactic Treadmill
Thursday, May 28, 2009 19

It looks like this.

Newspaper

Magazine Direct Mail

Tactic Treadmill
Thursday, May 28, 2009 19

It looks like this.

Newspaper

Magazine Direct Mail

Tactic Treadmill
Thursday, May 28, 2009 19

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 20

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 20

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.

Value

Time
Thursday, May 28, 2009 20

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.

Value

Time
Thursday, May 28, 2009 20

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

Tactic Treadmill
Thursday, May 28, 2009 21

Too much focus on tools.

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

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

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Shift 1

New Moms

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Motrin wanted to target new moms.

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

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

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

Fashion Statement

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

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

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Pulled the video & issued an apology - too late.

Too Late

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Video was posted on YouTube & is now permanent.

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Angry moms posted their video responses.

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

Corporate Control

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

Consumer Control

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

Consumer Control

Thursday, May 28, 2009

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

Consumer Control

Thursday, May 28, 2009

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

Consumer Control

Thursday, May 28, 2009

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

“Motrin Moms” ~400k hits
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What to do?

Shift 1
Consumer Control

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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.”

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Live demo

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

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Listen

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

Shift 1
Consumer Control

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Shift 2

Doctors

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

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

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Jay Parkinson quit and went out on his own.

Dr. Jay Parkinson
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One Goal = Super Easy Doctor Visit

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

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1

Visit the website

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1 2

Visit the website See the Google Calendar

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1 2 3

Visit the website See the Google Calendar Choose a time & symptoms

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1 2 3 4

Visit the website See the Google Calendar Choose a time & symptoms iPhone Alert

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1 2 3 4 5

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

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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

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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

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

90%
Thursday, May 28, 2009 48

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.

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The new platform.

Click to visit the site & video from presentation

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Why?

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Why?

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1. Met a Need

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1. Met a Need 2. Alignment

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

1. Met a Need 2. Alignment

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Dr. Jay Parkinson
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Are you using these tools or others to align your offering?

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

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

RSS

Thursday, May 28, 2009

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

RSS

Thursday, May 28, 2009

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Shift 2
Alignment with customers

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Blenders

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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

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

Tom Dickson - CEO
Thursday, May 28, 2009 59

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Sales increase.

20%+
Thursday, May 28, 2009 61

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

Organization Marketing
Thursday, May 28, 2009 62

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

Organization Marketing
Thursday, May 28, 2009 62

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

Marketing Organization
Thursday, May 28, 2009 63

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

Marketing Organization
Thursday, May 28, 2009 63

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

Marketing Organization
Thursday, May 28, 2009 63

Customers in control
Thursday, May 28, 2009

Alignment with customers

Organization supports the marketing
64

What to do?

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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

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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

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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 67

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 67

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

Connect

cameratoss.blogspot.com
Thursday, May 28, 2009 68

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

Connect

cameratoss.blogspot.com
Thursday, May 28, 2009 68

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

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

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Click to visit

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1 thing

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

Hardware

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

Software

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

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

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Coming soon!

Launching June 2009

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

Steamboat Connect

Thursday, May 28, 2009

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Coming soon

Launching June 2009

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

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Thanks!

Customers in control
Thursday, May 28, 2009

Alignment with customers

Organization supports the marketing
79

Thanks!

Q&A

Customers in control
Thursday, May 28, 2009

Alignment with customers

Organization supports the marketing
79

Thanks!

Q&A

Customers in control
Thursday, May 28, 2009

Alignment with customers
Workshop @ 1:30

Organization supports the marketing
79

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