you media: relationships and the long tail of popularity
DESCRIPTION
My Keynote Presentation at the Annual Conference of the American Marketing Association on social mediaTRANSCRIPT
You Media: Relationships and The Long Tail of Popularity
What?
Brand Discovery
Brand Recall
The 5th P
Product Price
People
Place Promotion
Evangelism
Who Am I?
“I am not a business man, I am a business, man!” - Jay-Z
iBrand and Relationships
Focus on Collateral Success “Orbit the Giant Hairball” Embrace Failure Be You “Don’t be interesting, Be Interested”
“He who's not busy being born is busy dying” – Bob Dylan
Trusted Relationships
Customer Service
Recommend to people I know
Word Travels…..
Japanese Graphic Book Medical Book
…. Better with Connectivity
Network Effect
Viral Loops
The Long Tail of Relationships
Source: Statbot
CrossLoop Culture
Focus on User’s Customer, User’s Success Be People First, Company Later Build Relationships with Each and Every
User Listen Hard and Harder to the Critics Love and Celebrate your Users
H W h o? ow?
Work Flow – Production & Distribution
So What?
>2M Downloads >35M Minutes 190 Countries
>8,000 Helpers
- Another Case Study
Twitter- 300+ employees
- A fundamental business strategy, not marketing
“We want our connections to be more meaningful than the typicalbusiness/customer relationship.” – Tony Hsieh, CEO
- “Customer service isn't just a department - it is the entire company”
http://twitter.com/mrinal_desai
Cell: 415 595 8840
Only the Connect-able will Thrive