Question What does a starry eyed customer look like?And why do companies want them?
Or was it starry eared….? Why do you want them? Buy your products – no questions askedDefend them – when something goes wrongDo your marketing for you – so you don’t have to
Something from yesteryearNet Promotor Score One of the leading metrics for customer loyalty and long term business success “How likely is it that you would recommend our company to a friend or colleague?” Nielsen: 90% of consumers trust recommendations from friends
ImpactNet Promotor Score Has even more impact in the internet age >>>
Only a few create70% of web users are spectators Creators, critics andconversationalists are a minorityA small group has more impact Even more so than offline
We’re all connectedOnline is eternal Bad press doesn’t disappearEven when you change
So you need them starry eyes Who love your brandAre willing to talk about itAnd recommend you to their followers And P.A.K.T will get them
Old skoolYour personality is you
Just yesterdayTheir personality comes from a carefully controlled brand strategy
But todayThat just won’t do in the social media age!People don’t do business withbrands, they do business with people With personalities
Challenge for big companies You are not that one person. But you have to operate and feel like that one person
AttractionA strong and clear personality attracts Customers, fans, friends
Forget persuasionAttraction is what you want
Personality - ToDo What is your personality? What does that mean for your company?How do you help your employees spread that message and enforce you personality?
Personality - remember It’s not a trick Not a thing you do Or a thing one dept. does It’s what you are!Figuring out your personality doesn’t change what your marketers do or your communications department does It changes how you do business
It used to be Knew your audience personally.Their names, their families. Their likes, their dislikes.
Just yesterday Didn’t know who they were.Used research to split them into groups. Used mass marketing and communication to reach them
But You were always off by an inchThere were a lot of innocent bystanders
Today Your customers want to beacknowledged. That you speak tothem as equals and become their peers.
Online they tell you their Wants Needs Hate Love What Moves Them
ToDoFigure out where your customers areFigure out how to listen to themListen and find out what moves them Deliver!
It used to be simpleYou just talked them face-to-face
Just yesterdayYou needed an agency to make it all happen for you. Creativity, scale and knowledge was bought.
TodayYou (!) need to understand both the technical restraints and possibilities of social platformsAND the culture in order to reach your customers
Not for sale Even if you do outsource, youneed knowledge to know what you’re buying
Not reallyWe just seem to forget that good web building, communications etc. requires expertise This is a strange phenomenon that’s specific to the web Between strategy and result is Knowledge
How it works No: Build it and they will come Yes: build it welland they will come
Why? Personality Because this attracts customers so they come to you instead of the other way around AudienceBecause you need to know who you’re talking to, to speak the right words: to know what moves them Knowledge If you don’t do it well, it will have an adverse and long lasting effect
PAK leads to T So what is Trust?
There are 2 definitionsLogical Emotional
Logical PredictabilityBeing able to predict what other people will do and whatsituations will occur
Trust Personality Your behavior is predictable KnowledgeYou offer a certain predictable quality
Emotional Enabling others to takeadvantage of your vulnerabilitiesBut expecting them not toHow well, you are liked!
Emotional Audience Listening to the needs of youraudience and adhering to them makes you a friend
Net Promotor ScoreYou need P.A.K.T for a positive answer: “How likely is it that you would recommend our company to a friend or colleague” Nielsen: 70% of consumers trust online reviews By people they don’t even know!
Consumer behaviourHas consumer behaviour changed? We’re back where we started Just smarter (and a little overweight)
Consumer behaviour Good news for consumers Filled with opportunities for companies Make a PAKT!