FUTURE SHOCK: Marketing in an Era of Attention Economics
Social thinkers of the 20th Century like Alvin Toffler identified four different groups of people when they face rapid change. Deniers, Specialists, Reversionists and Super- Simplifiers. You probably know each one of these people in your personal or professional life. To truly breakthrough in the world of the communications economy in the 21st Century we may need to be more like the fifth and sixth groups now starting to emerge. The fifth group is known as Visionaries. Those who understand that innovation, new products and new services are the way to get people talking about them because of their bold ambitions. The sixth group are Provocateurs. These are personalities who provoke, cause mayhem and disruption, information jam and do everything we’ve been told not to do growing up in life when it comes to manners and etiquette. They act this way in order to hijack the news-feed reactive behavior of now. While not something to aspire to, this behavior works and could be used by many in the fields of both the natural sciences and social sciences who struggle to gain a foothold with sectors of the population around adopting narratives (climate change, ecology friendly consumer packaged goods, trash in the ocean, natural energy, electric cars, equal wages for women).
In this session, learn these five essential takeaways:
• How to use analog activities to help enhance your digital marketing results (”moments in time” aka “insta syndrome”)
• Why engagement doesn’t matter as much as we think it does
• Understanding and leveraging the value of a “”like””
• Why reach is more important than performance marketers realize
• How to understand and use culture jamming to draw focus toward your mission
About Geoff
Geoffrey Colon is a compelling voice at the intersection of marketing, tech, media and popular culture. Data punk, DJ, podcaster, streampunk and author, Geoffrey is a senior communications designer at Microsoft, where he evangelizes the companies products for customers. He has written for The Futurist, Advertising Age, and Fast Company, and been quoted in Forbes, Billboard Magazine, The Huffington Post, The Guardian and The Los Angeles Times. He has also appeared on Marketplace on NPR, NASDAQ Live, WABC-AM and Cheddar TV.
Colon is author of the book Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal (HarperCollins) available on Kindle, Audio and Hardcover in English and Mandarin Chinese.
Prior to joining Microsoft in 2013, Geoffrey was vice president of digital strategy at Ogilvy & Mather in New York City.
Colon has done work with several influential brands including Spotify, Netflix, American Express, Coca-Cola, IBM, The Economist, USA Network, WWE, History and Red Bull.
He is a graduate of Lehigh University with a Bachelor of Arts degree in Journalism and Mass Communication.
Colon initially got his start in the music industry working for Sony Music and later Richard Branson’s startup V2 Music.
Geoffrey is host of the weekly business and culture podcast Disruptive FM, daily Amazon Echo skill Disruptive FM Daily, producer and host of the LinkedIn video series Culture Jamming and regularly writes on Branding Strategy Insider, LinkedIn and the Microsoft blog. He is an avid speaker on the global marketing conference circuit and has keynoted events in New York City, Bangkok, San Francisco, Chicago, Dallas, Los Angeles, Sao Paolo, Berlin, Denver, Seattle and London.
Colon has developed projects in AR, 3D, voice skills and video. He has coined the term “phigital” which is a blending of the physical meets digital worlds so important in modern communication and marketing.
He is currently writing his second book Upside/Downside: The Potential Promise and Peril of Tech on Future Society which he may release exclusively as an author fireside read on Amazon Echo’s exclusively.
Visit Geoffrey at https://geoffreycolon.net or follow him on LinkedIn.
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by Erik Forsell, CMO of Alterra Mountain Company
Can Surf Learn from Streetwear’s Greatest Lesson? The Importance of Diversity and Representation in Brand-Building
by Bobby Hundreds, Co-Founder and Chief Creative Officer of The Hundreds
Preparing for the Olympics panel discussion
featuring panelists Leanne Buckingham of Saatchi & Saatchi, Mark Ervin of IMG and Josh Kendrick of Red Bull
Surf Parks & Man-Made Surf Destinations — The Future of Surfing Beyond the Ocean panel discussion
featuring panelists John Luff of Surf Park Central, Blake Hess of Nland and Shane Beschen of Playground Surf
Plus…
Rick Brooks, CEO of Zumiez
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Join the following brands and retailers at Surf Summit 21
BC Surf & Sport
Billabong
Boardriders
Hansen Surfboards
Jack’s Surfboards
Neff Headwear
Oakley
Quiksilver
Reef
Rip Curl
Roark Revival
Ron Jon Surf Shop
RVCA
Stance
Sun Diego Boardshops
Surf Diva
SURFER Magazine
Vans
and more
