 Hey everybody, you awake? Something that we have to do before before I start it. I need to get a selfie So I need everybody to show a little bit of energy in the background I'm gonna send this to my wife today For what she wakes up. So ready everybody? There we go, okay Thanks so much I'm gonna turn off my ringer and make sure You can tweet at Jeff Dodges if you want to follow me or send me an email if you feel like it And I'm gonna start by telling a story first and foremost and then I'll get into a presentation It's important that every presentation has cute cuddly animals in it So I've included included some cute cuddly animals because it's it's it's it's how we start today With badass lasers I'd like to share the story about how we started a company that I founded co-founded 24 years ago It's a company called raising fish. You may have heard of it. You may not have but it started You know in New York City, but I'm gonna rewind back a little further from that point in time Because before there was digital before there was mobile phones before there was all the stuff that we're all here for today There wasn't any of that right? I mean there wasn't an internet. There wasn't mobile phones We didn't connect with each other the seamless way that we did So how are the person like me sort of arrived where we are today, so I'm going to tell a little bit of that story With six brothers and sisters, so I have five brothers and a sister There's seven of us, and I'm the youngest and as I was growing up through high school in Minneapolis, Minnesota Which is where I'm from in the United States. I Found myself getting involved in every form of media. I was a DJ. I was a producer at the high school Television station. I was a writer. I was the editor of the high school yearbook I was the photo editor of the high school literary arts magazine And I was in every single musical theater and dance production that we had in school. I found myself Actively interested in every form of expression of ideas Now you'll have to think about back then and many of you here may remember that many of you It may not but the media landscape at the time was highly fragmented so publishing magazines or newspapers had the mechanism for publishing which is printing presses writers They have the effect of monetizing that was by selling ads on that platform And then you distributed those magazines with trucks All around the distribution point same thing with newspapers Television had a different setup and cable TV was relatively new. So you had television stations with expensive Equipment that you needed to to capture the media and then to distribute the media Cable TV the same thing go on and on radio the same thing each form of media had its own form of production distribution and It was highly fragmented And that's the media landscape that I grew up in I grew up in an environment where I didn't really know what I wanted to do But I wanted to be in that world, but all those words were fragmented again production distribution and Monetization all happened with separate salesforces separate infrastructure and separate organizations As that landscape began to converge in The late 80s and 90s big media companies started to become conglomerates You started to see newspapers newspaper companies get bigger and bigger and bigger television station companies get bigger and bigger and bigger each form of media began to Aggregate for size and for scale and for economies of scale and That allowed me to sell more ads across more properties that allowed me to reduce the cost of production distribution by consolidating factories and And distribution plants and so that was the sort of emerging of this now consolidated media lens In 1990 I got a prodigy account. I don't know. Does anybody remember the online service prodigy? There was an online service called prodigy There's another one called comp you serve and then there was a new upstart called AOL Anybody know of the service AOL? You got mail and these online services fascinated me. I got my first Apple II computer I then got a small IBM PC junior and then I was I was beginning my sort of rudimentary hacking career In my early years in college. I was a classical ballet major. I majored in classical ballet. I then Went on to to experience the theater I was in the B horror film where I get my spine ripped out by the alien in the first 22 minutes of the movie Super excited You can look it up online So you can start to see this this trend emerge where I'm experimenting and trying things I'm experimenting with different forms of expressions different forms of ideas and Then in 1994 1993 I Bunked into a colleague of a friend of mine. His name is Craig Cameron and he Was I've known him since I was three years old he was always the guy in elementary school and in in High school who took the college math at the university had to leave the school and take a special bus and go to the University to take math and so he was a total complete, you know in the truest sense of the word a nerd and Craig and I were friends in high school And then he went off to college and I went off to college and I didn't see him for a while And then I bumped into him on the street in New York City And he's got long hair. He's got these cool rings on his fingers and he's wearing this cool army jacket And I'm like right what what's going on? What what MIT and I've been working on this thing dark in that and There's this thing called a browser HTTP colon protocols and I've been spending some time also working for a company called bullpair neck and Newman Do a communication protocols for the army for tank simulators to help weapons talk to each other and I was like, well, dude I have no idea what you're talking about And I said, but you want to go get a cup of coffee. I haven't seen me in a long time, you know And he said yeah, let's go get a cup of coffee. So we went to a diner in New York City We had a cup of coffee and we started talking about all the things that we had done I'm telling you about my spine getting ripped out from the alien in the movie And he's telling me about the tank simulation protocols that he's writing Working on DARP in it and I started thinking to myself you know This thing this connected set of computers that he's working on my experience with with with my early online services This could be something and so Craig then said hey, why don't we go to my house? I'm going to show you some stuff and he opened up a computer and he pulled up a browser the first Mosaic browser is anybody ever remember mosaic? Yes. Okay. We got a couple old school people in the house mosaic was a Program created by Mark and Dresen some of you may know the name and That program allowed you to view the files on different computers in a visual way through what's called a browser now we all know what a browser is today, but there wasn't a browser and Thanks, and I got this browser and I'm gonna pull up something He dials in he got type-sensing code and up pops a picture of his head on a woman's body And I said Craig what is this? He said it's a picture of my head on a woman's body. I said Yeah, I know that but but what is it? He said these are pictures that I have stored on my computer at MIT and I'm calling up the other stink All the browser on the open Internet and I said You know I don't know what you're talking about, but this right here This is going to change the world What I'm seeing right now He's going to transform everything we know today in society. I said and I want to start a business with you right now He said What do you mean? I'm getting on I said no, no, no this this is it And he said what do you mean? This is it This is the thing that's going to transform communications commerce Services everything we do is going to change because of this And he said I don't know what you're talking about. He said do me a favor Let's start a business You can have all the money You can have all the money from the business until you think that I'm worth 50% And at the time at which you think I'm worth 50% will be partners 50-50, but in the meantime you can have everything So he said to me wow that seems like a great idea. I mean the no-lose situation, right? I said, yeah, let's do it so He started thinking about what this business might be and in the meantime I had some contacts get some contacts at time Warner at the time of time Warner And I immediately brought home two weeks later our first contract for $20,000 building the time Warner Pathfinder website That was our first engagement with razorfish. We went on to create The first banner ad ever you can look it up. It was an AT&T ad and we quickly grew that business and I'll tell you how quickly we do it the first year we did a million two in million US dollars and revenue to US dollars The second year we did 3.5 million US dollars in revenue The third year twelve point five million US dollars in revenue 36 million US dollars in revenue $120 million in revenue 256 billion dollars in revenue and the company continued to grow dramatically was unbelievable It was two of us in my bedroom or in my kitchen when we first started working on this and very quickly over a six-year period we grew the company to 2,200 employees in 15 cities in nine countries We took the company public in 1999 on the NASDAQ exchange we issued shares publicly we raised I think fifty five million dollars With a market cap of three hundred million dollars And boy was that time exciting you guys all heard about the dot-com bubble right everything was go-go internet Everybody was getting on the internet. It was super exciting. We were You know being asked to come work with Karen Diaz and Ben Affleck and Michael Stipe and build out their website And we were being asked to travel all around the world and speak at amazing conferences like this and all of a sudden Craig and I became sort of the poster boys for the 1990s internet We were the internet boys and it is so exciting the market cap from the company quickly grew I acquired 27 companies over the period that we the first six years of the company's life We had offices in London and in San Francisco and in Tokyo and in Atlanta and in Helsinki and in Oslo and All around the world. It was super exciting and the stock market kept going up So razor fish market cap grew from 300 million to a billion two in market cap Holy moly the first New York unicorn was razor fish. Oh my gosh The newspapers are calling the Wall Street Journal CNBC. Everybody wants us on TV. We're on the covers of magazines. It's so exciting Can you imagine it? Pinch yourself. This is the internet revolution at the at the beginnings Everything is changing people are Amazon emerges Google hasn't yet come on the scene yet. All of a sudden we acquire another company in Boston called IQ We paid over a billion dollars for it and the company moved from a three billion dollar market cap to a six billion dollar Market cap. Holy moly the stock that was started out at thirteen dollars a share was worth a hundred and thirty dollars a share We were in just such a short period of time We were these two guys that met in a coffee shop in New York City and now all of a sudden it's crazy Right six billion dollar market cap driving around amazing stuff going on a few months later The stock market is an incredibly humbling experience for me What was worth a hundred and thirty dollars a share became worth a dollar thirty a share What you thought was rich and exciting became people who lost their money in the stock market giving us death threats People vandalizing our cars and our apartments people threatening my family The internet message boards were all lit with how terrible a person that was and how terrible a person credit was for Proposing that this internet thing was a revolution when in fact it was just a fraud The internet guys were a fraud It wasn't the revolution Mobile phones weren't going to change everybody's lives. It was a very sad time and I felt immensely Humble but also Incredibly sad about this thing that we had built all these employees that we had and all the promise of the digital future and yet Here it was everybody the newspapers the news magazine Everybody was laughing at us because it wasn't true The internet wasn't going to change well, the door traders trade centers went down in 2001 and America started thinking about things in a different way and I decided to take some time off we also decided to take the company private and Retool it ended up merging the company with a company called the SB I and then we're doing that company And with a company just a few years later. I'll get to that story. We sold the company to Microsoft for six billion dollars amazing And subsequently Microsoft spun the razor fish part of it out until the public is where it sits today and It now has 12,000 employees in 70 cities with a billion to an annual revenue that is now 24 years old And it's considered one of the few companies and not the only company lasting that full 24 years almost a quarter century period from The beginnings in that the humble beginnings in that coffee shop where it is today, but a lot of things happen along the way One you know Google started in the late 90s and really emerged as a public company. I think in 2001 So search and paid search advertising really didn't exist until you know, and then you saw new things emerge, you know after that The iPhone 2007, you know 10 years ago, but still much long after you know I can keep going but as you start to see new companies emerge out of the rubble of The crush.com mobile you started to see that the truth about the internet revolution and the truth about the power of This thing that you were all here doing these mobile phones that we all carry around This browser that you all log into each and every day wherever you are that the internet revolution is real And it's transforming every single thing we touch every single aspect of every part of society is going to be touched by the internet and by mobile and you're here today to Celebrate the practitioners who are doing the most amazing work, you know in this world So take a moment for a second and pinch yourself about the opportunity now To change the world You're about to embark on the next level of journey that all of that stuff has led to this very moment Where you're about to now go back to work maybe later today and get back to doing what you do and remember that what you do is heroic What you do is revolutionary what you do is powerful and what you do touches people's lives in ways you can't imagine Respect that power respect that truth and Embrace what you've got ahead of you because we are looking at the biggest opportunity We've ever seen in the history of mankind to transform the lives of people around the world And you're here doing With that I'm going to start my presentation Let's do it right and take engagement Marketers spend a ton of money this year I think the amount of money spent in in marketing broadly worldwide is going to be about a trillion dollars One trillion US dollars spent this year in marketing Most of its mass communications the fragmented media types that I talked about before TV print and radio It's about five hundred and fifty billion dollars and the Indian market is poised to take its share of it about growing At about fifteen percent this year which is a blistering pace Compared to the five to seven percent growth in some other categories or even two or one percent in some other regions This year will be the first year that the Indian market places in the top ten at markets worldwide excited About two hundred and thirty billion of that annually is spent on digital marketing most of it in paid search Some of it in you know digital display and then the rest of it and everything else You got that let's find out How many in the room have read a real newspaper in the last week? How many in the room have read a magazine in the last month not at the airport in this room? Have listened to a radio about in the last month How many of you have you did not be here use on some product? Before you bought something or you before you went to a movie before you took a trip You and me to make purchase decisions Shifting when you look at the numbers that I just posted five hundred and fifty billion dollars spent annually on major measured media and yet for consuming that media and Yet only two hundred fifty billion dollars spent annually on digital media and more importantly on the things that influence purchase decisions Why is there a mismatch and where is all that money gonna go? We're gonna start to see a shift from that five hundred fifty billion dollars in measured media move into digital and that's what's exciting Social platforms have transformed brand marketing now I want to talk about brand marketing versus performance marketing because brand marketing is at the top of the funnel where we Where we drive a tent and performance marketing is at the bottom of the phone where we drive commerce Right and as you start to think about social platforms Brand marketing is getting transformed today from what in essence was a broadcast media where I talked at you to an engagement medium where we're all thinking about the same things and working on it together and just so you know 67% of shoppers spend more online after recommendations from online peers and communities and friends and 38% increase their store purchase as a result of earn media's exposure So it's not a fraud or a fake this stuff is driving purchase decisions So when we think about how brands are built in the future It's not going to be about mass media campaigns talking at people to drive awareness It's going to be about social connected digital Engagement that's driving brand awareness and then converting to the bottom of the phone Social marketing is ideal for brand marketing at scale in a digital marketer's world Think about that Social helps you engage at scale in a digital brand marketer's world As you all know there are now almost two billion people on Facebook an audience with Massive scale. There's no audience pool more rich and more scale advantage than social 300 million photos uploaded every day 5 billion pieces of content shared every day 20 to 30 minutes spent on the platform Each day on Facebook 1.2 billion WhatsApp users 50 billion messages a day 700 million Instagram users and on and on and on we've never seen a data platform Like this and stayed on a massive scale with 300 million three hundred thirty Twitter users There are 500 million tweets sent every single day 500 million and it's authentic pieces of content This isn't advertising and brand messages. This is authentic things that are shared each and every day by you and I Here's a picture of Lulu dog my dog She's cute. She's also wet But when I share a picture of Lulu dog on Instagram, what does that say about me? It says I'm a dog owner says I might be buying dog food every single day I might be taking the dog to the back tells a lot about me authentic transparent and trusted engagement with stories of my life So scale data and social media creates opportunities and insights for engagement Scale data and social create opportunities for insights and engagement, but drive exponential business value It's not just about getting tweets. It's about driving exponential business value and awareness Grand love grand mindshare and grand advocacy are all possible at scale in social but Well social marketing platforms allow you to try to organize and engage But teammates on your team. It's difficult to get true scale with an audience of millions There's got to be another approach So to engage at scale I want to suggest that you create efforts to engage all of your constituents to extend your reach First of all organize your employees. Let's get customer support engaged. Let's get marketing engaged Let's get the product teams engaged. Let's get senior leadership engaged on Bringing your message to the opt to the world partners partners vendors Distributors to be out there extending your brand message into the marketplace Then activate your advocates customers potential customers influencers fans and the press and media all You know this audience so now thinking about your audience has not just Beginnings of activators not just as your potential customers But think about it as all the employees of your organization all of the leadership of your organization all your contractors Distributors partners vendors customers potential customers fans and media all of them that can begin to act as your Advocates and that's how you begin to engage at scale You give those people the trusted authentic and transparent values of your brand and allow them to do the work for you and then You use paid media and owned media to amplify The authentic trusted and transparent brand messaging that's occurring in the marketplace from your most rabid fans and customers This is how engagement at scale and brand building in the digital future is going to be done And this is the task all of you have is to come up with programs not campaigns but programs that activate all of the constituents of your organization to Together work to build your brand with your brand values with trusted authentic and transparent content that comes from Engaging with your brand each and every day just to say you know Your customers and your advocates. They're better marketers than you are. They're better than you think People are more likely to trust the academics experts people like you or employees at the company more than a CEO or more than your brand marketing messages 67% of shoppers online spend more after being recommended by the online community so it's driving results Customers accessing an online store after a social media site are 10 times more likely to purchase 10 times Where can you get amplification like that in any other form of media users are 10 times more likely to purchase? 78% of internet users consider consumer recommendations to be the most credible form of advertising you all just said it You all have looked at sites to find recommendations ratings and reviews prior to buying something Spends 72 dollars more than products than non-fans and People who buy follow brands on Facebook are 51% more likely to buy a product post-connection and 60% more likely to recommend a product post-connection So this stuff works It's a fact people follow brands on Twitter 67 more likely to buy a product 79% more likely So you see that social platforms and advocacy based engagement marketing to build your brand It's a powerful way to think about marketing in the future Olivia with this closing thought have to stop thinking about mass communications And we have to start thinking about how we empower and activate the mass of Communicators and that's gonna leave us with a positive future. You all are the future You're all Seizing that opportunity right now and I want to thank you for taking the time thank our sponsors and thank you for the event Organizers for having me here today. Thank you much Jeff You know before I let you go with your permission if we can just take the next five minutes to see if we have a couple of questions If that's okay with you Ladies and gentlemen, I believe we have to have a question. Please do raise your hand We'll ensure the mic reaches you do identify yourself and the company you represent Before you can ask your question Yeah, we're just looking at it Anyone okay, yeah, we have lady there to the left come on the mic reach up, please Yes Basically You talked about creating a group of advocates and then activating them by paying money To literally get more authentic reach out at scale That was what I got out of it the question my mind is how does one do that and how does one measure that? So I would just for clarity's sake What you want to do is create programs that activate advocates not pay Anybody who you're paying in essence isn't authentic or transparent or trusted They have to advocate because they love your product They have to advocate because of the service that you're offering them have to advocate because your product is touching their lives Let me just say if your product doesn't do that if it doesn't touch people's lives If it doesn't make them happy or if you're not engaging in the quality product person relationship You're not going to win that that that's something that you're not going to be able to do well because if your product sucks There's no advocacy that's going to happen. That's going to be good for you, and you've seen this with some of the airlines I don't know if you notice in the US, but some of the airlines have had bad Experiences with customers and people have tweeted out negative advocacy for those products the idea is to empower those individuals with some form of program or campaign to allow them with Assets to to arm them so that they can advocate on behalf then when those tweets occur or those Instagram posts occur or when those Amplifications occur naturally marketers can take those Voices and pay to amplify them right and that's what I was referring to so take those trusted authentic tweets in and Instagram posts and Facebook posts in the marketplace that are living wild and Use those as your now new paid marketing Very inspiring session from you and I represent the largest regional Media brand for the local state of Maharashtra, which is local So my question to you is how would machine learning properly redefine Marketing and gives you good brands in the future So machine learning is going to have a massive role in the future of marketing as You start to see 300 500 million tweets a day All of that is really some expression of interest and brand preference or you know There's stuff about people's lives, but there's also a ton of data out there If you're not a marketer that's analyzing all of that data and using machine learning algorithms and clustering algorithms to aggregate that data to create taxonomies and then to automate the process of creating programmatic You know amplification of some of that information then you're really missing some of the power Of what's out there so we can do some of that manually today But machine learning algorithms are going to be driving the automation of this brand Advocacy at scale we're going to be taking the voices of the marketplace. We're going to be aggregating them We're going to be putting them into silos, and they're going to be taking the output of that and paying to amplify that so that there's trusted voice in the market from our users or from our Advocates, but we're doing so on a massive scale machine learning That to me is really one of the most exciting opportunities in marketers today All right, we have time for just one more question Oh, yes Hi Jeff. Hi, you spoke about this dot-pong Fiasco which happened. Can you just throw some light on what we're going and create such a wonder especially that period when you were down We also spoke for your family There was some light on what I missed that. So what is that which made you still stick? Continue to make this wonderful Especially that time when you were down. Yeah Don't call Fiasco. So the dot-com bubble was built off of Stock promoters events basically taking crappy companies and taking the public So we had good companies like ours, which were profitable and growing fast and making revenue and making profits and thousands of people and you had bad companies that were just nothing Didn't really exist and the bankers makes our good companies on the stock market with all the bad companies on the stock market and eventually people realized that a lot of what was getting put into the stock market was was not good and So when they started selling those companies, they also said well Maybe raiser versus in that too and so we're going to sell that and so we always knew in our souls that The company we created was going to be a great one And that the work that we were doing was meaningful and that had power in the marketplace despite what everybody else was saying And so, you know, I think from that experience Embracing a tremendous amount of humility finding Herculean amounts of gratitude For all the opportunities that we have ahead of us has given me the ability Humility and gratitude has given me the ability to Think through that time stay focused on the things that matter my family my children my employees working hard Building the building and building despite what everybody else was saying and driving that humility and gratitude Everything that I do now going forward and that for me really was such a blessing And that's really what I think helps that when times are tough and the road is rough. It's a sense of Profound gratitude that allows you to find the strength to move forward and keep building