Engaging the Customer with Social Media
 

Engaging the Customer with Social Media

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Presentation made to Unicom Conference in London June 4th on Engaging the Customer with Social Media: getting It Right

Presentation made to Unicom Conference in London June 4th on Engaging the Customer with Social Media: getting It Right

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Engaging the Customer with Social Media Engaging the Customer with Social Media Presentation Transcript

  • Engaging the Customer Getting it Right with Social Media London, June 4 th , 2009 Anna Pollock CEO, DestiCorp Associate, the Law Firm
  • www.winningbysharing.net www.agentsofchange.typepad.com
  • Engaging the Customer With Social Media
    • Getting it right, or
    • Getting IT right, or
  • Engaging the Customer
    • Getting it right, or
    • Getting IT right, or
    • Getting it!
  • Social Media: Fashion or Revolution?
    • MBO
    • Quality Circles
    • TQM
    • BPR
    • Matrix management
    • CRM
    • Web 1.0 and Web 2.0
    Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002 Quality Circles
  • Fashion or Revolution?
    • MBO
    • Quality Circles
    • TQM
    • BPR
    • Matrix management
    • CRM
    • Web 1.0 and Web 2.0
    Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002 Total Quality Management
  • Fashion or Revolution?
    • MBO
    • Quality Circles
    • TQM
    • BPR
    • Matrix management
    • CRM
    • Web 1.0 and Web 2.0
    Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002 BPR
  • Acronyms or New Words? Revolution & The Tipping Point…..2007
  • vs. Blogger.com beats CNN.com
  • vs. Wikipedia.org beats Britannica.com
  • vs. Myspace.com beat MTV.com
  • TripAdvisor beat Expedia vs
  • TRUST
  • ATTENTION
  • Who has the AUTHORITY?
  • All Good Revolutions Start with a Manifesto
    • Networked markets are beginning to self-organise faster than the companies that serve them
    • People in networked markets have figured out that they get better support from one another than vendors
    • We’re not seats or end users or eyeballs. We are human beings and our reach exceeds our grasp
  • When these guys get it……
  • When these guys get it……or do they?
  • Brands need to be their topic of conversation
    • Anyone can now be:
    • Author
    • Journalist
    • Film maker
    • Reviewer
    • Marketer
    • Intermediary
  • ATTENTION
  • Google vs Bing Facebook vs MySpace Twitter vs email & chat PC vs Mainframe Analogue vs Digital Caxton vs Scribe Quantum Physics Newtonian Physics Copernicus vs. Holy Church The Nature of Change
  • Mindset, Worldview Culture Structure IT Why don’t they “get it” ?
  • Technology & Design
    • Improve Interface
    • Localise and Personalise
    • SEO
    • Interactivity
    • Widgets
    • Community
    • UGC & Viral
    • Mobile
  • Corporate Structure
  • Corporate Reality
    • Overall less than 25% of employees are fully engaged at work
  • Corporate Culture
    • Military Influences
    • Ruthless competition
    • Hierarchies, top down
    • Command & Control
    • Information withheld
    • Consumers as objects to be managed & exploited
    • Marketing a Push Activity
  • PUSH MARKETING BASED ON AN OUTMODED INDUSTRIAL PARADIGM Product Position Price Place Promote!
  •  
  •  
  •  
  •  
  • Change as in PHASE or STEP CHANGE
  •  
  •  
  • Change as in METAMORPHOSIS or TRANSFORMATION
  • What do these have in common?
  • What do these need to survive? Orders Order Stability Continuity Rules Fear Withholding Information Measurement Incentives Competition
  • What do these have in common?
    • Everyone is a leader
    • Everyone sensing, responding
    • and communicating
    • Transparency
    • Trust
    • Reputation
    • Agile
    • Adaptable
    What do these have in common?
  • “ The customer doesn’t sit at the end of a value chain but in the centre of their own galaxy of influence . Customers are the sun in the solar system around which all suppliers and media must orbit” * A Possibly Customer Centric Universe? DestiCorp, 2003
  • A Possibly Employee Centric Universe? Certainly a Person-Centric Universe!
  •  
  • I don’t want to be sold I do want to be supported in achieving my goal
  • “ I” have a cycle of need How Engaged Are you as a Brand? Are you there when I need you?
  • We have always had the power but not the reach Source: www. syedhasan.typepad.com
  • Source: David Amano
  • The Universe as Network
  • “ Us Now!” http://vimeo.com/4489849 Excellent One Hour Documentary on Implications of Living In a Networked Society
      • dance is a conversation
      • dialogue between two partners that involves their whole being
      • Leader and follower
      • requires skills and fancy steps
      • Some learned, many improvised
      • context dependent
      • is fun and playful
    Why Dancing with the Customer?
  • Getting to Know You!
  • Now who’s leading!
  • We’ve got rhythm!
  • Conclusion
    • Marketing is Not a Battle
    • It’s a dance!
  • Thank You!
    • Anna Pollock
    • [email_address]
    • +44 75 25 831 129