3.0 Thinking

hi
Thursday, May 28, 2009 2

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

This is my “geek” world

This is my “geek” world

The Economy is bad -
stating the obvious.

From a recent Time cover

Maybe things aren’t
quite so bad.
A recent photo from an

Apple Store - no soul lines
here!

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

During the Great
Depression over 50% of
all Steamboat businesses
went under.
Steamboat Circa 1929

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

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.

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

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

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.

Not only did their
space.
+24%
Sales

Not only did their
space.
+24% 3x
Sales Floor Space

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

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
It looks like this.
Tactic Treadmill
It looks like this.
Newspaper
Tactic Treadmill
It looks like this.
Newspaper
Magazine
Tactic Treadmill
It looks like this.
Newspaper
Magazine
Direct Mail
Tactic Treadmill
It looks like this.
Newspaper
Magazine
Direct Mail
Tactic Treadmill
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 -
Newspaper
Response rates are going down.
# of channels are going up - Our
attention span is going down.
Value
Magazine
Direct Mail
Time
Newspaper
Value
Magazine
Direct Mail
Time
Value
Time
Value
Time
Realize there are more
opportunities to do more
than stay on the Tactic
Treadmill.
Tactic Treadmill
Too much focus on tools.

There are plenty of tools.
There’s a lot to figure out

first so that you select
the right tool.
3 Shifts today.

There are plenty of tools.
There’s a lot to figure out

first so that you select
the right tool.
3 Shifts today.

Shift 1
New Moms

Motrin wanted to
target new moms.

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

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

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

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

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

Pulled the video & issued
an apology - too late.
Too Late

Video was posted on
YouTube & is now
permanent.

Angry moms posted
their video responses.

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

control of brand &
message to consumer
control of brand &
message.
Consumer Control

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

communication tools
than ever before.
Consumer Control

communication tools
than ever before.
Consumer Control

The downside for this
kind of mistake is that
it’s permanent.
“Motrin Moms” ~400k hits

Shift 1
What to do?
Consumer Control

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.”

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

Listen

Shift 1
control of brand &
message to consumer
control of brand &
message.
Consumer Control

Shift 2
Doctors

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

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

Jay Parkinson quit and
went out on his own.
Dr. Jay Parkinson

One Goal = Super Easy Doctor Visit

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

1 Visit the website

1 Visit the website
2 See the Google Calendar

1 Visit the website
3 Choose a time & symptoms

1 Visit the website
4 iPhone Alert

1 Visit the website
4 iPhone Alert
5 Makes a house call

1 Visit the website
4 iPhone Alert
6 Pay with PayPal

1 Visit the website
4 iPhone Alert
6 Pay with PayPal

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

The new platform.
Click to visit the site & video from presentation

Why?

Why?

1. Met a Need

1. Met a Need
2. Alignment

2nd shift
Companies using new
tools to align their
offering with their
customers needs &
expectations.
1. Met a Need
2. Alignment

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

offering?

offering?
RSS

offering?
RSS

Shift 2
Alignment with
customers

Blenders

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

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

Sales increase.
20%+

We used to throw our
marketing over the
fence and hope that it
worked.
Organization
Marketing
We used to throw our
marketing over the
fence and hope that it
worked.
Organization
Marketing
3rd Shift
Marketing supporting
the company to the
company supporting the
marketing.
Marketing
Organization
3rd Shift
the company to the
marketing.
Marketing
Organization
3rd Shift
the company to the
marketing.
Marketing
Organization
Customers Alignment with Organization
in customers supports the
control marketing

What to do?

Facebook is not the new
newspaper, Twitter is not
the new direct mail.
New stuff exists for a

completely different reason.
New Stuff is not the old stuff!

This is my metaphor for
businesses who try to
“Friend” me on Facebook.

Facebook is not the new
newspaper, Twitter is not
the new direct mail.
New stuff exists for a

completely different reason.
New Stuff is not the old stuff!

This is my metaphor for
businesses who try to
“Friend” me on Facebook.

How can you help form
connections with people
who care about what you
do?
Connect
These people found each
other.
www.extremeironing.com
How can you help form
connections with people
who care about what you
do?
Connect
These people found each
other.
www.extremeironing.com
These people throw
expensive cameras in the
air while taking a
picture.
They are connected &
Connect
share.
cameratoss.blogspot.com
These people throw
expensive cameras in the
air while taking a
picture.
They are connected &
Connect
share.
cameratoss.blogspot.com
WeLoveSteamboat.com
example in Steamboat.
Has nothing to do with

real estate.

People who love this place
can connect & share.
Wildhorse earns the

right to to speak to
them.

Click to visit

1 thing

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

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

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

So just like these guys did
in 1929, used the new
tools of the day, you can
too.
What happens if you

don’t?

Coming soon!
Launching June 2009
Steamboat Connect
Got Real Estate? Connect & Grow your business.
www.SteamboatConnect.com

Coming soon
Launching June 2009
Steamboat Stimulus
Just what Steamboat needs.
www.SteamboatStimulus.com

Thanks!

control marketing

Thanks!
Q&A

control marketing

Thanks!
Q&A

control marketing
Workshop @ 1:30

3.0 Thinking

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hi

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A recent photo from an

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Steamboat Circa 1929

Steamboat Circa 1929

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Clarence & Olin Light

Clarence & Olin Light

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Many businesses are on

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Many businesses are on

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There’s a lot to figure out

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There’s a lot to figure out

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“Motrin Moms” ~400k hits

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This is a t witter listening tool

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Isn’t there a better way?

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Dr. Jay Parkinson

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2 See the Google Calendar

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2 See the Google Calendar

3 Choose a time & symptoms

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2 See the Google Calendar