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Same Sh*T different day


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  • 1. SSDDSame sh*t, different day
  • 2. This is me Xaviera RingelingOwner of Never Ending WebFounder of 42bis.nlAvid social media user Serial site maker @Contentgirl
  • 3. You and I must make a PAKT
  • 4. Don’t worry. This doesn’t involve anyone’s soul
  • 5. Whachu talking ‘bout?PersonalityAudienceKnowledgeTrust
  • 6. Question What does a starry eyed customer look like?And why do companies want them?
  • 7. 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
  • 8. 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
  • 9. ImpactNet Promotor Score Has even more impact in the internet age >>>
  • 10. 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
  • 11. We’re all connectedOnline is eternal Bad press doesn’t disappearEven when you change
  • 12. 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
  • 13. Personality
  • 14. Old skoolYour personality is you
  • 15. Just yesterdayTheir personality comes from a carefully controlled brand strategy
  • 16. But todayThat just won’t do in the social media age!People don’t do business withbrands, they do business with people With personalities
  • 17. Challenge for big companies You are not that one person. But you have to operate and feel like that one person
  • 18. AttractionA strong and clear personality attracts Customers, fans, friends
  • 19. Forget persuasionAttraction is what you want
  • 20. 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?
  • 21. 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
  • 22. Audience
  • 23. It used to be Knew your audience personally.Their names, their families. Their likes, their dislikes.
  • 24. Just yesterday Didn’t know who they were.Used research to split them into groups. Used mass marketing and communication to reach them
  • 25. But You were always off by an inchThere were a lot of innocent bystanders
  • 26. Today Your customers want to beacknowledged. That you speak tothem as equals and become their peers.
  • 27. Online they tell you their Wants Needs Hate Love What Moves Them
  • 28. ToDoFigure out where your customers areFigure out how to listen to themListen and find out what moves them Deliver!
  • 29. Knowledge
  • 30. It used to be simpleYou just talked them face-to-face
  • 31. Just yesterdayYou needed an agency to make it all happen for you. Creativity, scale and knowledge was bought.
  • 32. TodayYou (!) need to understand both the technical restraints and possibilities of social platformsAND the culture in order to reach your customers
  • 33. Not for sale Even if you do outsource, youneed knowledge to know what you’re buying
  • 34. 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
  • 35. How it works No: Build it and they will come Yes: build it welland they will come
  • 36. Recap…
  • 37. 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
  • 38. PAK leads to T So what is Trust?
  • 39. There are 2 definitionsLogical Emotional
  • 40. Logical PredictabilityBeing able to predict what other people will do and whatsituations will occur
  • 41. Trust Personality Your behavior is predictable KnowledgeYou offer a certain predictable quality
  • 42. Emotional Enabling others to takeadvantage of your vulnerabilitiesBut expecting them not toHow well, you are liked!
  • 43. Emotional Audience Listening to the needs of youraudience and adhering to them makes you a friend
  • 44. 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!
  • 45. Consumer behaviourHas consumer behaviour changed? We’re back where we started Just smarter (and a little overweight)
  • 46. Consumer behaviour Good news for consumers Filled with opportunities for companies Make a PAKT!
  • 47. Questions?