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Welcome to the Buyer-Centric Movement

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by: Judy Mod

by: Judy Mod

Published in: Business, Economy & Finance

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  • 1. Social Media’s Impact isTransforming Markets Welcome to the Buyer-Centric Movement 1 Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 2. What is Buyer-Centric? Behaviors Buyer NeedsBusiness Problem Solution OptionsSolving Epiphanies Motivations Triggers Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 3. Leading the transformation…3M, Aaron Rents, ABB, ABM Industries, Abbott Labs, Accenture, ACS, ADP, Adecco, AIG, Alcatel-Lucent, AlliedBarton SecurityServices, AMD, American Cancer Society, American Eagle Outfitters, American Express, American Red Cross, Ann Taylor, AppliedMaterials, ARAMARK, ARCADIS, Arthritis Foundation, Arthur J. Gallagher & Co., Assurant, at&t, Atos Origin, Avaya, AXA Equitable,Babcock & Wilcox, Bank of America, Baxter International, Best Buy, Blue Cross and Blue Shield, CA Technologies, Cable &Wireless, Caesars Entertainment, Capgemini, Capital One, Carter’s, CBS, CEMEX, Centers for Disease Control, CH2M Hill, ChartisInsurance, The Cheesecake Factory , China Telecom, Cisco Systems, Citi, Citibank, Citigroup, Citrix, The Clorox Company, CNN, TheCoca-Cola Company, Cognizant Technology Solutions, Colliers International, CommScope, Compass Group, Computershare,Convergys, Con-way, Cox Communications, Dell, Delta Airlines, DirecTV, Discover Financial Services, Dow Jones, Dunn &Bradstreet, DuPont, Eastman Kodak, Eaton, Edelman, Elbit Systems, EMC, Emerson Network Power, E*TRADE Financial, Equifax,Ericsson, Eurobank EFG, Expedia, Experian, EXPRESS, Fidelity Investments, First Data, Fiserv, Flextronics International, FocusBrands, GE, General Mills, Georgia-Pacific, Goodyear, Graphic Packaging International, HSBC, HarperCollins, Harland Clarke,Heineken, Hewlett-Packard, Hilton Worldwide, The Home Depot, Honeywell, Hughes, IBM, IDC, Ingersoll Rand, Intel,Intercontinental Hotels Group, Intertek, Iron Mountain, Jaquar Land Rover, John Wiley & Sons, Jones Lang Lasalle, JohnsonControls, JPMorgan Chase, KPMG, Kaiser Permanente, Kennametal, Laureate Education, Lee Hecht Harrison, LG Electronics,Lenovo, Levi Strauss, LexisNexis, Lexmark, Liberty Mutual, Limited Brands, Lockheed Martin, L’Oreal, Manheim, Martin Marietta,MassMutual Financial Group, MasterCard Worldwide, McGraw-Hill, McKesson, Merrill Lynch, Microsoft, Mohawk Industries,Monsanto, Munich American, MTV Networks, Mylan Pharmaceuticals, National Instruments, Nationwide Insurance, Navistar,NBCUniversal, NCR, Newell Rubbermaid, New York Life Insurance Co., Nikon, Novartis, Oerlikon, OfficeMax, Ogilvy, Oldcastle,Oracle, Orange, Patni Computer Systems, PepsiCo, PETCO, Pfizer, Philips, Pirelli Tire, Pitney Bowes, Polycom, PPD, Pratt & Whitney,Prudential Financial, Quintiles, QVC, Qwest Communications, RaceTrac Petroleum, Raytheon, Raymond James Financial, Razorfish,Regions Financial, Research in Motion, Ricoh, The Ritz-Carlton Hotel Co., Rockport, Rollins, Royal Dutch Shell, RR Donnelley, SAP,Saatchi & Saatchi, Sam’s Club, Sandvik, Satyam, Schneider Electric, Scholastic, Scripps Networks, Sears, Sharp Electronics, Shell,Siemens, SODEXO, Sony, SPX Corporation, Starbucks, SunTrust Bank, Symantec, TE Connectivity, TeleTech, Thermo FisherScientific, Thomson Reuters, TIAA-CREF, Time, Time Warner Cable, T-Mobile, Travelport, Turner Broadcasting, Tyco Fire & Security,UBS Wealth Management, United Health Group, Universal Studios, UPS, USAA, USBank, Verizon, Victoria’s Secret, Volt, Walmart,The Walt Disney Co., The Weather Channel , Wells Fargo, Wendy’s/Arby’s, Wyndham Worldwide, W. W. Grainger, Xerox, Yahoo,Young & Rubicam, etc. Page  3 Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 4. The evolution towards Buyer-Centric Seller’s Orientation Buyer’s Perception Functional Contextual Advocacy Evangelism Sales–Centric Reactive (Respond) Product-Centric Proactive (Push) Solution-Centric Predictive (Engage) Buyer-Centric Visionary (Lead) Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 5. How disruptive will Buyer-Centric be?Applying Context to the Impact of the Buyer on the Fortune 100 Web Social Personal Web Applications Marketing Computer Buyer-Centric Client Social eCommerce Server Media Marketing 1969-1979 1979-1989 1989-1999 1999-2009 2009-2019 15 New Companies 29 New 62 New 29 New How many new Entered & Exited Companies Companies Companies companies? the Fortune 1005 Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 6. Social Market Snapshot: CRM Example Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 7. Insight into the Market NoiseSaturation of Market Google Google Search Social Media Keywords Documents (per month) Platform ~CRM 138,000,000 5,000,000 13 sec.Customer Relationship 39,300,000 301,000 2 min.Customer Service 759,000,000 9,140,000 2 min.Customer DataManagement 35,300,000 5,400 10 min.Customer InformationManagement 296,000,000 3,600 9 min.Salesforce.com 3,500,000 1,500,000 50 sec.Microsoft Dynamics 14,600,000 368,000 4 min.SugarCRM 4,390,000 301,000 18 min. #’s doubled in last 6 months Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 8. Insight into the Buyer Decision SupportWhere do buyers seek information? Google – 138,000,000 documents Blog Homepages – 18,400,000 More than 200 Top CRM Bloggers LinkedIn: - More than 2,100 CRM Groups on LinkedIn (rep more than 350,000 professionals) - More than 556,000 CRM professionals on LinkedIn. YouTube – Over 55,200 CRM videos Forums - Over 8 million discussion results related to CRM Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 9. Insight into the Language of the Buyer CRM Customer Relationship CRMSugarCRM Microsoft Salesforce Other Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 10. Buyer-Centric Market Model Pain Buyer Types (Motivations) Exploratory Premium  Discount/value  Educated Strategic  Past Buyer (like product) Important Buyer Orientation  FUD (Fear, Uncertainty, Doubt) Core  Impulse  Unaware Niche Repeat  Gift  Past Problem (wish I had product) Tactical Commodity  Past Buyer (no value)Solution  Past Buyer unhappy Buyer Maturity New Mature Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 11. Insight into the Market ComplexitySugarCRM Pain Pain OutcomesSalesforceMicrosoft Cheap CRM. Customer Data IntegrationMarket Hosted versus Customer Custom Platforms Minutes Satisfaction Buyer Orientation Important Strategic Easy Customer Loyalty implementation Core SaaS CRM Easy to use PhP CRM Niche Repeat Small Business Mobile CRM CRM CRM & Cloud Computing Non-Profit CRM Social CRM CRM System Upgrade & Integration Social CRM Solution Generic Jargon Buyer Maturity New Mature Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 12. Insight into the Buying ProcessStage Requirements Platforms RoleAwareness • Naming / voicing strategic and Business blogs Executive(of Pain) tactical issues Social networks Mid-Level o Marketing & Sales Industry news Automation o Service & Fulfillment o Customer Self-Service o EcommerceInterest • Participation within specific Peer-to-peer social networks, Mid-Level forums/groups soliciting information Business blogs • Review of product review sites Vendor blogs o Trends (Social CRM) o Feature/Functionality o Implement/CustomizeResearch • Options (vendors) Business blogs Executive • Comparisons Peer-to-Peer Social Networks & Mid-Level • Options (features) Peer-to-Peer WebsitesDue Diligence • Peer group Forums Mid-Level • Industry trends Research blogs • Research Industry Knowledge websitesComparison • Pricing Forums Mid-Level • Value Peer-to-Peer Offline EngagementValidation • References Peer-to-Peer Sites Mid-Level • Short List Blog Executive Offline Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 13. Rethink Your Approach:Buyer-Centric “Buyer Bill of Rights”1. You have the right to only receive information that helps you become a better consumer, not sell you more stuff you don’t need to make my numbers.2. You have a right to transparency in comparisons, pricing, competition, features, value, customer service, billing, packaging, and quality.3. You have a right to our best work at the best pricing available in the market.4. You have a right to a timely response to address issues that arise in the consumption of our offering.5. You have a right to talk to our other customers to get a real good idea of how we really deliver6. You have a right to simple explanations, free of confusing and misleading terminology.7. You have a right to expect continuous improvement from us. We are the experts, we should continually strive to make it better.8. You have a right to engage with us in public forums to ensure that we say the same things in public as we do in private.9. You have the right to expect us to engage with market thought leaders and other industry insiders to validate our credibility within the market.10. You have the right to expect that when we send you information or contact you, it is in your best interest, will be high-value, high-touch, & relevant to your needs. Do Not Distribute without Permission © Social Gastronomy LLC 2012
  • 14. Next Steps www.SocialGastronomy.com Judy Mod, Principal Matthew Rosenhaft, Principal jmod@socialgastronomy.com mrosenhaft@socialgastronomy.com (404) 307-9613 (404) 405-000914 Do Not Distribute without Permission © Social Gastronomy LLC 2012