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Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New NormalGeoffrey Colon, Communications Designer, Microsoft

Slide 12 and 13: Im wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.Slide 12: influencer marketingYou may want to reduce the amount to points below the graph to the top 5 takeawaysWe dont mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reachesWe do not articulate what our strategy is for FY16/H2 > where do we see the greatest opportunity. Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.We should apply this to the Contributor deep-dive as well.The chart on slide 14 is quite blurry, can you get a sharper screen shot?Slides 28-30, can we put these in the Appendix?

1

Yes, I wrote a book with a crazy long title.

You want to know why?

Slide 12 and 13: Im wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.Slide 12: influencer marketingYou may want to reduce the amount to points below the graph to the top 5 takeawaysWe dont mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reachesWe do not articulate what our strategy is for FY16/H2 > where do we see the greatest opportunity. Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.We should apply this to the Contributor deep-dive as well.The chart on slide 14 is quite blurry, can you get a sharper screen shot?Slides 28-30, can we put these in the Appendix?

2

Because the world is f#&king complex3@djgeoffe

Why is it complex? Because technology is reshaping human behavior at a rate comparable to Moores Law (every 2 years).So how does a disruptive marketer respond?4@djgeoffe

4

First, lets understand the new normal we live in via four quotes:5@djgeoffe

I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.Angela Ahrendts, Apple senior vice president

5

Business has only two functions marketing and innovation. Milan Kundera6@djgeoffe

I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.Angela Ahrendts, Apple senior vice president

6

Get into the habit of imagining an alternate scenario. By posing such imagine if questionswe can distance ourselves from the frames, cues, anchors and rhetoric that might be affecting us. Noreena Hertz7@djgeoffe

I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.Angela Ahrendts, Apple senior vice president

7

The most disruptive thing in the market is not technology, but rather the customer. Tiffani Bova, Salesforce8@djgeoffe

I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.Angela Ahrendts, Apple senior vice president

8

Species go extinct because there are historical constraints built into a given body or a given design. Kevin Kelly9@djgeoffe

I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.Angela Ahrendts, Apple senior vice president

9

Modern Marketers need to understand technology, platforms, emerging media, analytics, holistic decision-making journeys and10@djgeoffe

more importantly something more complex than all of that combined. What is more complex than all of those things?11@djgeoffe

12@djgeoffe

Which means the ask in 21st Century Business for Marketers is:Ask What If? and Why? A LOT.13@djgeoffe

Aspire and live with an attitude like my four-year-old daughter Tillie who wants to be both a unicorn and a scientist when she grows up(because imagination is our true north)

Slide 12 and 13: Im wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.Slide 12: influencer marketingYou may want to reduce the amount to points below the graph to the top 5 takeawaysWe dont mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reachesWe do not articulate what our strategy is for FY16/H2 > where do we see the greatest opportunity. Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.We should apply this to the Contributor deep-dive as well.The chart on slide 14 is quite blurry, can you get a sharper screen shot?Slides 28-30, can we put these in the Appendix?

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Dont think or act like a B-cubed individual.

BankerBoringBottom feeder

Slide 12 and 13: Im wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.Slide 12: influencer marketingYou may want to reduce the amount to points below the graph to the top 5 takeawaysWe dont mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reachesWe do not articulate what our strategy is for FY16/H2 > where do we see the greatest opportunity. Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.We should apply this to the Contributor deep-dive as well.The chart on slide 14 is quite blurry, can you get a sharper screen shot?Slides 28-30, can we put these in the Appendix?

15

Banking makes like one new product every 30 years. And when they do that they practically kill the global economy. (CDO or Collateralized Debt Obligation)

Life is too short to be boring. Especially in a business world with abundant solutions.

A bottom feeder hires people who are C and D class in their field to take advantage of people.

Slide 12 and 13: Im wondering if you should have slide 12 focused on Influencer and slide 13 focused on Contributor. Thoughts? They are really two different programs.Slide 12: influencer marketingYou may want to reduce the amount to points below the graph to the top 5 takeawaysWe dont mention how many influencers we have, what our global coverage is (very US-centric, yet we will have Axel on the call), and the specific audience this group reachesWe do not articulate what our strategy is for FY16/H2 > where do we see the greatest opportunity. Know that I have mentioned to these leaders so for this information to be missing would be a big disconnect (and I would ask you in the meeting J). You should consider how you would articulate our progress against these focus areas, as well.We should apply this to the Contributor deep-dive as well.The chart on slide 14 is quite blurry, can you get a sharper screen shot?Slides 28-30, can we put these in the Appendix?

16

Dont take advantage of people. Disrupt that interruptive linear and fixed mindset.17@djgeoffe

Empower people.18@djgeoffe

More importantly empower people to achieve more.19@djgeoffe

Dont sell them a solution. Sell them your culture, your values, your beliefs20@djgeoffe

Who said life and business had to be boring? Who said, well, these are the rules ???21@djgeoffe

In soccer there is no playbook and formations adjust based on the pace and momentum of the game. Aspire to learn from the beautiful gameHow Soccer Explains Our World22Disruptive Marketing@djgeoffe

We live in a world now where there are no rules. No best practices. No optimization tips in perpetuity23@djgeoffe

How do we navigate this new normal of24@djgeoffe

A World Without Rules25Disruptive Marketing@djgeoffe

What matters more in our here and now of the modern world?Leaders?Power/Hierarchy?Scarcity?Technology?Revenue?Creative Disruption in the Anti-Organization Age26Disruptive Marketing

@djgeoffe

How about We the People???

InspirationBeing part of something biggerFeelings/ExperiencesAgilityHuman RightsEthicsCreative Disruption in the Anti-Organization Age27Disruptive Marketing

@djgeoffe

Four Goals for the Disruptive Marketer:

Design that meets the demand of an emerging marketReshaping the world so that it meets the ethical narratives of people-centricityCustomer obsessionThe blurring of lines between company and customerCreative Disruption in the Anti-Organization Age28Disruptive Marketing

@djgeoffe

Four Skills of the Disruptive Marketer29Disruptive Marketing@djgeoffe

What matters more in our here and now of the modern world?

Leaders?Scarcity?Technology?Capital?The Four Skills of the Disruptive Marketer30Disruptive Marketing

@djgeoffe

Indirect knowledge has changed the worldwe should focus on:ListeningIgnoring Bright, Shiny ObjectsEthicsLearn, Unlearn, Relearn

The Four Skills of the Disruptive Marketer31Disruptive Marketing

@djgeoffe

Always Be Closing is being replaced by Always Be Listening

The world is now a huge sound chamber where everyone has the ability to add value.The Four Skills of a Disruptive Marketer32Disruptive Marketing

@djgeoffe

What did I get wrong in 2011 in this video?

Is Socialcam a bright, shiny object???What behavior should I have paid attention to?The Four Skills of a Disruptive Marketer33Disruptive Marketing

@djgeoffe

Socialcam isnt a dominant platform but the behavior it was capturing now is:

Video Messaging!!!Live video streaming!!!Post-remix video creation!!!The Four Skills of a Disruptive Marketer34Disruptive Marketing

@djgeoffe

What corporate social responsibility and ethical standing does your company have?The Four Skills of a Disruptive Marketer35Disruptive Marketing

@djgeoffe

What you have learned today will be irrelevant in a matter of daysThe Four Skills of a Disruptive Marketer36Disruptive Marketing

Part of learning, unlearning and relearning is where we stand now in the world of modern marketing37@djgeoffe

The most disruptive thing in the market is not technology, but rather the customer.Tiffani Bova

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So ask yourself this question to help you rethink your view of the world and marketings place in it38@djgeoffe

The most disruptive thing in the market is not technology, but rather the customer.Tiffani Bova

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When was the last time you did something for the first time?39@djgeoffe

The most disruptive thing in the market is not technology, but rather the customer.Tiffani Bova

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My Name Is Geoffrey Colonand I Work at Microsoft40@djgeoffe

Mon nom est Geoffrey Colonet je travaille chez Microsoft41@djgeoffe

Mi nombre es Geoffrey Colon y trabajo en Microsoft41

Mi nombre es Geoffrey Colony trabajo en Microsoft42@djgeoffe

Mi nombre es Geoffrey Colon y trabajo en Microsoft42

Mein Name ist Geoffrey Colonund ich arbeite bei Microsoft43@djgeoffe

Geoffrey Microsoft44@djgeoffe

Geoffrey Microsoft45@djgeoffe

Microsoft46@djgeoffe

Geoffrey Colon Life ShieldFamily & FunProfessional3 years at Microsoft7 years in agency world4 years running my own business (Creative Solutions Marketing Agency)10 years in the Music IndustryProfessional DJ

Interests: diversity in the workplace, women in tech, futurology, social media, mobile technology, digital media, blogging, international travel, music production, DJing, reading, soccer (playing and watching), podcasting, fashion, art, music, politics, philosophy, yoga, cooking, running, boxing, MMA, cycling, swimming, physical conditioningPast Roles: landscaping, DJ, radio sales, promotions manager, creative director, event director, agency entrepreneur, social strategist, client solutions director, vice president of digital strategyPersonalGoalsBorn in Bethlehem, PALehigh University alumLived 20 years in Brooklyn, NYMarried to the Allison DunmireTwo daughters: Olive & MatildaServe on a non-profit boardBring design thinking through diversity Speak at more events, publish more booksCreate new and innovative business models and products around human behaviorsDestroy poverty, hate, racism, sexism

Published Author & Noted Podcaster

Web: geoffreycolon.netTwitter: @djgeoffePodcast: Disruptive FMBook: Disruptive Marketing

48@djgeoffe

2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIESEXPRESS, IMPLIED, OR STATUTORYREGARDING THE NFORMATION IN THIS PRESENTATION.

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