Understanding the Blockchain Marketing Landscape

Most people in the marketing, technology or social media worlds have seen the Marketing Technology Landscape graphic. This super-large graphic shows over 5000 players in the marketing tech landscape. 

Jeremy Epstein, former Sprinklr executive and current Never Stop Marketing president, has built a version of this graphic for the blockchain marketing world. The BlockChain Marketing Landscape is an eye-opener, even with fewer than a hundred or so companies on it. It shows the initial, growing stages of a future marketplace, and the potential for a transformation in the way marketing technology works in the future. 

Blockchain Marketing Technology Landscape
Click to see the full version at Never Stop Marketing

I believe Jeremy is onto an important trend here, and this Venture Beat piece seems to agree.  I’ll be watching as this chart grows and looking for interesting companies who can help me and my efforts to communicate more effectively with supporters, advocates, and others in the nonprofit world. 

If you’re brand new to the concept of how blockchain can help marketers, Never Stop Marketing’s CMO Primer for the Age of Blockchains (which includes forewords by the CMOs of Nasdaq and Dun & Bradstreet) highlights how multiple functions of marketing including loyalty, customer experience, and brand may be impacted. 

You can also listen to this interview about PR and the Blockchain with Phil Gomes and Shel Holtz on For Immediate Release from 2015, and this more recent one from September, 2017 about marketing permanence

 

 

 

User Generated Beverages – What Can we learn from DewMocracy?

In December I attended the reception* for the Mountain Dew Dewmocracy event, and learned how Mountain Dew was using its fans to help pick a new flavor (or several new flavors) of the beverage. Personally, I love the idea of asking your customers what they want from a product and giving it to them. It is often the way products are made, but in this day of mass market and focus group watering down of the message, I liked that Dew went out to their fans and actually made them work for the product they want – that should ensure good adoption when the release the soda later this year.

The intent from the start was to activate Mountain Dew’s most rabid fans, the people that live the “Mountain Dew lifestyle” all the time, and get them to participate in creating the flavor, color, name, and creative for this drink. Mountain Dew took a flavor sample truck to 17 markets and found fans in those areas to test the 7 sample flavors, make video posts and document their experiences, and invite their friends. 50 fanatics from this process got home tasting kits, invited their friends and documented the experience on an included Flip video camera. Once they got that input, Mountain Dew created their own social network of 4000 core fans, and got them involved teaching them how the flavors were designed, picking the color of the drinks, the names of the drinks and even creating test graphic treatments and advertisements for the drinks, some of which you can see at http://12seconds.tv/campaign/dewmocracy.

Ultimately, it comes down to sales, so in April when the product hits the shelves, the 3 flavor ‘teams’ will get their friends to vote for their favorite, which becomes part of the line with a launch on Labor Day in 2010. The fans will design the launch campaign as well.
While this won’t be the first Social Media Community Designed beverage (that honor seems to go to Vitamin Water Connect), Dew’s effort did more to involve more fans, and had voting or fan participation at every stage, up until the launch.

This campaign has so many good marketing elements to it, so here are some lessons for your future marketing. (There are probably more elements I’m missing.)
Brand Loyalty: Showing fans you care and asking them to tell you the next product generates interest – especially among your most rabid fans.
Social Sharing: Use of Facebook, Twitter, YouTube, and 12 Seconds.TV and more got fans voting and promoting the entire effort.
Word of Mouth: The name contest required votes and followers on Twitter (see http://twitter.com/509Cyclone for an example). Many of these accounts got 500 or more followers in just a few days. These people had to make a little effort to vote, and share with their friends. And the accounts interacted back with their fans.
User Generated Content: The 12 Seconds TV effort generated a number of very clever spots watched by hundreds or thousands of people.
PR: I’m writing about a soda I don’t even drink (since I’m decaffeinated.) They have a good story to tell the press.

Ultimately, though, we’ll see how many sales rack up with the 3 test flavors, and whether “everyone gets a trophy” (they release all 3) or whether they keep one for launch on Labor Day.  I’m Interested in knowing how this ends. What else can we learn from efforts like this?

*Disclaimer: I was invited to the reception by Porter Novelli and Pepsico friends, but received no compensation for this blog post (other than a few hors d’oeuvres and some Mountain Dew samples at the reception.)
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Clay on Why Small Payments won’t save Publishers

Clay spends a large portion of this article explaining how Micropayments, or small payments, won’t save large publishers. The real meat, to me, is in this almost-final paragraph:
Why Small Payments Won’t Save Publishers « Clay Shirky

Meanwhile, back in the real world, the media business is being turned upside down by our new freedoms and our new roles. We’re not just readers anymore, or listeners or viewers. We’re not customers and we’re certainly not consumers. We’re users. We don’t consume content, we use it, and mostly what we use it for is to support our conversations with one another, because we’re media outlets now too. When I am talking about some event that just happened, whether it’s an earthquake or a basketball game, whether the conversation is in email or Facebook or Twitter, I want to link to what I’m talking about, and I want my friends to be able to read it easily, and to share it with their friends.

This is where my reality lies. I seem to get a huge volume of information daily, but the best information comes from my friends (and by friends, I mean both those who I really know and spend time with, and those who are in name-only on social networks).

Clay names this ‘superdistribution’ – the sharing of content from friend to friend. I’m more likely to learn about breaking news from @breakingnewson on Twitter or someone re-tweeting that than I am by reading NYTimes.com these days. And that, in a nutshell, is a big problem for the Times. It is not un-solvable. And I do believe people at NYT are thinking about it. It will be interesting to see how quickly that translates to action.

Street Smarts Live – an Inc. Magazine Event

Tonight I went to an event sponsored by Inc. Magazine (where I write for the Start-Up blog). The event featured Norm Brodsky, a serial entrepreneur and writer of the Street Smarts column, and Bo Burlingham, Inc. Magazine Editor at large.

I ran into Lauren Solomon of LS Image Associates, whom I worked with several years ago, and haven’t seen in good while. She introduce me to Elyissia Wassung of 2 Chicks with Chocolate.

We went inside, and here are my live blogging notes (excuse typos and partial sentences – this is raw note-taking).

Street Smarts Live – an Inc. Magazine Event:
The Knack, How Street Smart Entrepreneurs Learn to Handle Whatever Comes Up, by Norm Brodsky and Bo Burlingham.

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The Elevator Pitch In Action – My latest article on Inc.

As you know, I write weekly on Inc.com. This is an article I wrote on the INC. Start Up Blog on the Elevator Pitch in Action :

Last week I wrote about the Elevator Pitch, Reloaded. Today at the Expo, I got a hallway elevator pitch that hit many of the important points in that article. The person didn’t know I was a blogger for Inc., or that I wrote the article. She just gave a passionate pitch that really hit all the points for me, so I thought it’d be worthwhile to show you an example of someone doing it right.

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