Engaging the Customer with Social Media

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

Everyone is a leader

Everyone sensing, responding

and communicating

Transparency

Trust

Reputation

Agile

Adaptable

“ 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