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Being Human in a Digital World

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Parry Malm

on 26 September 2014

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Transcript of Being Human in a Digital World

Being Human
in a
Digital World

This is me...
President @ Howling Mad

We supercharge digital brands

w. howlingmad.co.uk
e. parry@howlingmad.co.uk
t. @parrymalm
li. The ONLY Parry Malm
3 amazing truths about the internet
27 reasons why the internet matters
101 reasons why email matters
"Facebook activism succeeds not by motivating people to make a real sacrifice but by motivating them to do the things that people do when they are not motivated enough to make a real sacrifice."
"The instruments of social media are well suited to making the existing social order more efficient. They are not a natural enemy of the status quo. If you are of the opinion that all the world needs is a little buffing around the edges, this should not trouble you."

Send out an email
I'm gonna be at an exhibition at stand A304. And my company is so awesome you have to come see us. Please! No seriously, please come see us. We spent a lot of money on this stand. Want a squeezy ball?
Tweet something.
I know that there's only a 1/100 chance you'll see this tweet, as you're too busy reading Bieber's latest bullshit. But whatever. Our products are great, and we're not sure what to do on Twitter other than say how awesome it is. Will you buy one please?
Do it again.
Our email open rate was only 18%. Yo, other 82%,what gives? I'll tell you what, I'll try again, and do the exact same thing as I did before. Surely it will work this time right? For sure.
Year ends.
Numbers are OK, and you get rat-arsed at the Christmas party. Sweet!
Marketing 2014
Pre-market with content-led CRM re-targeting
Upload your prospect list to a Custom Audience in Facebook, Tailored Audience in Twitter, and LiveAudience in LiveIntent. Bid hard on CPM - you're generating awareness here. Use lookalikes to create affinity audiences (and drive to an email gate.)
Use email to show how you're unique
No one cares that you're at an exhibition. What people care about is what you're doing there! New product launch? Experiences? Free booze? You're so much more than a stand - your brand has personality. Your people do too. Use your brand voice to generate interest.
Get details. Lots of details.
Start with email - it's their digital passports. When people come to your stand, have a strong data collection strategy.

Funnel this into a drip programme to reinforce your brand and product ideals. And follow up quick!

The year ends.
You don't go to the Christmas party, because your year was so big, you instead light a cigar with a £100 note and bathe in Siberian tiger blood. Who needs a free drink when you're rich?!?
Marketing 2015
7 ways you can supercharge your face-to-face marketing
w. howlingmad.co.uk
e. parry@howlingmad.co.uk
t. @parrymalm
li. The ONLY Parry Malm
Full transcript