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The Importance of Being An Evangelist
Timo Elliott, Innovation Evangelist, January 2015
Visit TimoElliott.com or follow me
@timoelliott on Twitter
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What Is An Evangelist?
The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a reward
given to the messenger for good news (εὔ = "good", ἀγγέλλω = "I bring a message“)
My Hero
Educate And
Entertain
Business Disruption and Innovation
Combatting “That’s Just Marketing”
Feedback
Iteration
Incentives
FlexibilityCustomer-facing
The World Has Changed
Not This Kind of Marketing
The $30 Million Tweet
Eighty-four million
impressions from a
Twitter exchange (and
counting!)
80% of CEOs think they deliver a superior customer
experience
Source: The New Yorker
-- but only 8% of customers agree.
Millennials trust strangers over family and friends. They lean
on User-Generated Experiences for purchase decisions.
Source: Brian Solis’ Future of Business, 2013
73% of people surveyed wouldn’t care if the brands
they use disappeared from their life.
Source: Co.Exist
Power To The People
Old Vs. New Marketing
Old Marketing:
1. Buy prospect lists
2. Do campaigns at people
3. Give leads to sales
4. Sales sells to somebody else
New Marketing:
1. Build great product
2. Customers tell friends
3. Build community
4. Use community to build even
better product
“If you have to be
naked, you’d better
be buff”
Don Tapscott
But you still have a
megaphone…
From Marketing
To Experience
Marketing becomes
part of the
“product”
Be Interesting
Howard Gossage
Marketing used to be about making a myth and telling it.
Now it’s about making a truth and sharing it.
Marc Mathieu, Unilever
We need to stop interrupting what people are interested in,
and be what people are interested in.
Craig Davis, J. Walter Thompson
Be Interesting
ROI = Return on Interesting
C ONTEN T
R OI = RETURN ON
INTER E S TING
SE A O F MARKETING M U SH
TIME
IM P A CT
SHARINGRETWEE T SLIK E SE T C .
We Are Not That
Interesting
Content
To be engaging, you
have to engage!Don’t make it about what
YOU want to talk about
B2C or B2B? No, H2H
Tell True Stories
(about humans)
From Ivory Tower
to Refinery
This Takes Technology
ANALYTICS
COLLABORATION
OMNICHANNEL
PERSONALIZATION
Insert page titleSubtitle
First level
Second level
Third level
Content
Communication
Community
Rethinking Campaigns
Always on vs
Just in time
Start small, iterate
The Right Incentives
Fewer Bureaucrats,
More Entrepreneurs
Team Evangelism
Agile, collaborative teams that cross traditional borders
Subject-matter experts
Messaging experts
Journalists and storytellers
Editors
Data analysts
Project managersCommunity organizers
Final Thoughts
Social is a big opportunity to rethink marketing
Be an evangelist! Find your passion!
Change is good: processes, incentives, & orgs
We all have to help discover the future
