SXSW 2013 Sampler

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4 The Book of Business UnAwesome If you are in business yourself, here are the steps for creating the ultimate UnAwesome business. The first step to spend all of your money on brochures, billboards, and car wraps. Place that order for Frisbees with your logo on them and a giant Yellow Pages Ad. Be sure to have nothing left over to properly hire any talent whatsoever: no money for customer service, quality control, or the person who cleans up the lunchroom once a week. Make sure your website is a non-mobile-friendly copy of your brochure. Flash is always good. Animations and music that force play automatically are critical. Don’t forget to include a pop up, pop in, and pop under—all great ways to increase your chances of beating that prospect who landed on your page over the head a few more times. Why not? They were just leaving anyway. Ignore your customers. Pretend the conversations they are having about you, online and offline, aren’t happening at all. Really, wouldn’t business be so much better if we didn’t have to deal with pesky customers at all? The only time we should be reaching out to our market is with promotions and new product launches. With these simple steps you are ready to go. Let the UnAwesome begin! Serious Scott: I hope you can see how insanely ludicrous this all sounds, yet sadly this is exactly what you are doing when you think marketing is all about branding, brochures, and billboards. Marketing is a verb; it’s what we do that affects our brand perception more than any brochure ever could. In the upcoming sections you are going to see how companies’ actions speak louder than any printed word. I cannot even begin to estimate how much money and time have been spent by companies crafting, redrafting, and editing their mission statements. They work long and hard on creating these statements and hang them up on their walls. So fancy. The problem is, when you go to any employee (okay, except maybe the ones on the mission statement committee)—or even more important, when you go to customers—and ask them if they know your mission statement, they won’t. You will end up with tons of different answers—more than to any other question you could ask about a company.
Marketing Is a Verb 5 That’s because your mission statement, no matter how nicely it sits on your desk, actually doesn’t matter at all. Your mission statement is your actions, and each person who comes in contact with your brand can have a different experience. The statement you make to the world about your goals and what you truly value as a business is not found on a piece of paper. It’s found in what you do. When your wall says that ‘‘customers are number one’’ and yet you make them jump through hoops every time they want to return something, ask a question, or reach a customer service agent, then they are not number one to you. Efficiency, overhead, and not hiring enough customer service representatives are your number one concerns. It is simply not good enough to spend more energy deciding what our mission statements are than we do listening to our customers. It’s not good enough to talk about what our brand is once a year, when we have our yearly business retreat at an overpriced destination. Our mission statements are being written every single day by our customers. Our values are being dictated by the actions of our employees—every day and with every interaction people have with our brand, company, product, or service. If you want to be UnAwesome, consider these companies as examples, follow their lead, and we’ll see you in the next book. 1 1Seriously, if you really fark up, shoot me an e-mail and we’ll fit you in. This guy needs content. unawesome@un-marketing.com.
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SXSW ® 2013 Sampler Foreword by Je
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Contents Acknowledgements ix Introd
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4 Twitter 53
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56 Channels Percentage of Tweets Th
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58 Channels tweeted around 22 times
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60 Channels Average # of Followers
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62 Channels Percentage of Tweets Re
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64 Channels 6 5 4 3 2 1 0 12:00 am
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66 Channels life, feel free to talk
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68 Channels 1. game 2. going 3. hah
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70 Channels CTR 18% 16% 14% 12% 10%
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72 Channels If you ’re sharing co
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74 Channels 0.2% 0% -0.2% -0.4% -0.
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Chapter 1 Great Britain ‘‘In a
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Great Britain 29 programs. This aus
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Great Britain 31 that made WhipCar
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Great Britain 33 younger drivers, s
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Great Britain 35 On the night we me
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Great Britain 37 she recalled, ‘
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Great Britain 39 things as basic as
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Great Britain 41 system and from so
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Great Britain 43 proposals to suppo
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Great Britain 45 motivate others to
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Great Britain 47 The average return
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Great Britain 49 The consumers are
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Great Britain 51 well-known local o
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Great Britain 53 Remarkably, Cherie
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11 IMPROVING THE UMOT TO OPTIMIZE T
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TOTAL RECALL
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How do we ensure that our customers
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Yet even with the pervasiveness of
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looking for the experience. Busines
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SORRY, WE’RE CLOSED How to Surviv
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The customer journey is still evolv
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[ ] DISRUPTIVE TECHNOLOGY IS A CATA
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They include: Blockbuster Borders C
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Case Study: What’s the Worst That
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world—faster, more competitive, a
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No one can pinpoint where we exist
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xx INTRODUCTION
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To that end, we’ve engaged a tale
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Contents Foreword: The Benchmark of
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Introduction In my last corporate j
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Introduction xxvii day, I gain insi
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Introduction xxix from studying bas
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Introduction xxxi is happening in r
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Introduction xxxiii Part Three allo
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INTRODUCTION Properly organized and
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● Fortune 500 companies that are
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● How to evaluate results ● The
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In 2000, Goldcorp CEO Rob McEwen wa
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4 CROWDSTORM What LEGO discovered w
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6 CROWDSTORM While Coase is focused
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8 CROWDSTORM Finally, in business a
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10 CROWDSTORM then-candidate Barack
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12 CROWDSTORM together collaborativ
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14 CROWDSTORM In 2010, what was uni
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16 CROWDSTORM We have focused so fa
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18 Key Partners Key Activities Valu
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20 CROWDSTORM few of the success st
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viii CONTENTS Chapter 3 Take Stock
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x CONTENTS Chapter 29 Celebrate Suc
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xiv YOU CHOOSE THE PATH TO FOLLOW o
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xvi PREFACE it became that focusing
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Short On Time, But Still Crave Amaz
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Short On Time 3 If all these pages
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Why a Guide? 5 If it were as simple
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Why a Guide? 7 4. Taking the Road L
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How to Be a Passion Hit 33 Those wh
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How to Be a Passion Hit 35 Each of
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viii Contents The Direct Approach
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x Contents Recording and Distributi
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xviii Introduction and make good gr
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xx Introduction more informed decis
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xxii Introduction The next question
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4 The Art of Explanation Trevor had
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BETH KANTER KATIE DELAHAYE PAINE FO
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x SIX The Ladder of Engagement: How
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The Secret Sauce for Nonprofi ts Ne
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United States (HSUS), the nation
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without a measurement plan is a was
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An important part of MomsRising ’
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Theme 9: Measurement Is Valuable at
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I N T R O I INTRODUCTION A BRIEF HI
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C H A P T E R 04 EDITORIAL INFOGRAP
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Page 267 and 268: CONTENTS Foreword vii by Jeff Dachi
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Contents Introduction 1 1 The Art o
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Introduction Though I’ve run a sm
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Introduction 3 Small businesspeople
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Introduction 5 the ads that refl ec
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Introduction 7 Consider any job or
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Introduction 9 You might say that,
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Introduction 11 of your customers c
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Contents Foreword by David Meerman
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Contents ix Off-Page SEO: The Power
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Contents xi Chapter 13. Picking and
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4 Inbound Marketing well. More rece
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6 Inbound Marketing Ten years ago,
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8 Inbound Marketing co-founder of F
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