Being the underdog - cost-benefits with social media
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Being the underdog - cost-benefits with social media

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http://university.commetrics.com ==> These slides outline some of the material presented at the Lorange.org business institute ...

http://university.commetrics.com ==> These slides outline some of the material presented at the Lorange.org business institute

It is critical to understand the most important drivers or operating metrics when it comes to success or failure to make money. Accordingly, you must address what contribution(s) for achieving the company’s operating metrics, such as higher customer retention, will come from social media effort

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Being the underdog - cost-benefits with social media Being the underdog - cost-benefits with social media Presentation Transcript

  • My.ComMetrics.comComMetrics Session 25: Being an underdog and making it in the market place http://www.slideshare.net/ComMetricsUniversity Latest version can be found here just before class Presented by http://www.YouTube/ComMetrics ComMetrics – videos http://info.cytrap.eu/?p=134 social media trends 2011 http://info.cytrap.eu/?p=176 ComMetrics blog checklist Urs E. Gattiker , Ph.D. 2008_06_16
  • ComMetrics _Trademark - domain #1 Somebody challenges your trademark Challenge and wants you to give up your Internet domain Strategy: You give up, collaborate or we sue you Commetric versus ComMetrics 2010_11_10 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  • ComMetrics _Trademark - domain #1 Somebody challenges your trademark Challenge and wants you to give up your Internet domain Strategy: You give up, collaborate or we sue you Commetric versus ComMetrics Solution Collaborate and sell into enterprise or markets Going to the courts or even arbitration is not necessarily productive 2010_11_10 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  • ComMetrics _3 Why it matters – today„s 3 nuggets 1 Can everyody play underdog and win? 2 What brand stragegy you pursue should be supported by your product – customer loyalty 3 Design is not about looking pretty – usefulness beats usability but latter beats design – it is about solving problems 2011_01_19 _Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions
  • ComMetrics _Purpose What is this all about? 2011_01_19 >Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
  • ComMetrics _How a European manufacturer leverages usability tests #1 Making the fountain or ball-point pen or pencil feel ‚comfortable„ to write with 2010_10_26 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  • ComMetrics _How a European manufacturer leverages usability tests #1 Making the fountain or ball-point pen or pencil feel ‚comfortable„ to write with Challenge Usability group resulted in confusing feedback 2010_10_26 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  • ComMetrics _How a European manufacturer leverages usability tests #1 Making the fountain or ball-point pen or pencil feel ‚comfortable„ to write with Challenge Usability group resulted in confusing feedback Success: Usability is asking users about: Like versus dislike 2010_10_26 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  • ComMetrics _How a European manufacturer leverages usability tests #1 Making the fountain or ball-point pen or pencil feel ‚comfortable„ to write with Challenge Usability group resulted in confusing feedback Success: Usability is asking users about: Like versus dislike What: Groups (gender, age, etc.) test variety of designs Offer lines of ‚pens„ according to these insights 2010_10_26 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  • ComMetrics _How a European manufacturer leverages usability tests Solution focuses on offering different user groups slightly modified lines of writing utensils that ‚fit„ their writing habits/preferences better: ===> do not expect users to give solutions: instead they will provide you with great insights to modify & improve product Ex.: nib/quill of fountain pen: thick, middle, thin OR hard, av., soft ==> 9 different nib types (can you try this out at the store – Landolt & Arbenz, ZH) 2010_10_26 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  • ComMetrics _From Purpose to HowTo How do we put this into practice? - Marketing LOVE triangle 2011_01_19 >Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
  • ComMetrics _Assigned readings – Topic 25 - we choose a student to moderate the discussion – you can volunteer yourself for today or for tomorrow - please have your notes ready – all students - Chosen reading is: 2011_01_19 >Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
  • ComMetrics _Tools & Tips - Public relations – how to build your personal brand 2011_01_18 >Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
  • ComMetrics _Tools & Tips - using social media to build your reputation - How to market yourself online when getting ready to finish Lorange and/or changing jobs - start 12 months ahead of time 2011_01_19 >Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
  • ComMetrics _Student Case – challenge at work - student presents – class discusses 2011_01_19 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _Student Case – challenge at work - student presents – class discusses 2011_01_19 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _Brand loyalty How loyal are your users Brand loyalty and when the quiet logo speaks volumes ==> http://commetrics.com/?p=12520 2011_01_19 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _What is an underdog? Virgin Atlantic, Apple, ComMetrics, - Decide what you stand for and stick to it - Craft a complelling story - Build a ‚lighthouse identity„ – invite the consumer to navigate by you - Be brave 2011_01_19 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _The value of being an underdog? – How to be a challenger brand ● Decide what you stand for and stick to it. You can challenge anything, from the immorality of competitors (as cosmetic retailer The Body Shop did when it rejected animal testing) to their stuffiness (as Pepsi did from the early 1960s when it started referring to its cola as the choice of the younger generation). Don‟t abandon your core principles. 2010_11_10 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _The value of being an underdog? – How to be a challenger brand ● Craft a compelling story. Successful challenger brands have an „underdog brand biography‟. You‟ve got to make sure there‟s a great story there. 5 critical steps for reputation mgmt: Watch Virgin video http://howto.commetrics.com/?p=2584 2010_11_10 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _The value of being an underdog? – How to be a challenger brand ● Build a “lighthouse identity”. Try not to attempt to navigate by the consumer. Instead invite the latter to navigate by your brand When you challenge an aspect of your industry, you set yourself up as a thought leader. 2010_11_10 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _The value of being an underdog? – How to be a challenger brand ● Build a “lighthouse identity”. Steve Jobs eschews focus groups because he says finding the next big thing is “what we‟re paid to do”. 6.5 x higher price for Red Bull at petrol stations in U.S. Compared to Diet Coke or Diet Pepsi 2010_11_10 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _The value of being an underdog? – How to be a challenger brand ● Be brave. To challenge a part of your industry, you need to be willing to turn your back on those who accept that part, including potential customers. Many think they can be a challenger but having the guts to do so is another story. 2010_11_10 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _The value of being an underdog? – How to be a challenger brand The new firm would be called Roland Berger Deloitte Strategy Consultants. Roland Berger is present in > than 24 countries & with 616m revenues 2009 Deloitte – consulting revenues 7.5bn (year ending 2010-05-31), $11.7bn it took in from the auditing activities. Plus revenues from tax and financial advisory work = overall revenues were $26.6bn. 2010-11-21 – 200 Berger Partners decided against the deal – blow to Deloitte ’s ambition of eclipsing McKinsey in the market for strategic managerial advice. 2010_11_10 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  • ComMetrics _One last thing – Wrap-up What we learned 2011_01_18 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  • ComMetrics _3 Why it matters – today„s 3 nuggets 1 Can everyody play underdog and win? 2 What brand stragegy you pursue should be supported by your product – customer loyalty 3 Design is not about looking pretty – usefulness beats usability but latter beats design – it is about solving problems 2011_01_19 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  • ComMetrics _Usefulness versus usability - iPad has 95% of the market and 1st viable contender is Samsung GALAXY TAB (HP tablet based on Palm‟s webOS, Reseach in Motion‟s PlayBook) - battery life = remain in standby for 30+ days, - 2 sec – brings you back to where you left in your Xing group„s discussion thread You have to beat MacBook Air – netbooks might be a thing of the past 2010_11_10 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  • ComMetrics _Usefulness versus usability - will Apple again shift the market with its Sim card – selling mobile services = taking mobile operators„ customers away? 2010_11_10 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  • ComMetrics _One more thing Please discuss: 3 most critical things we learned today 3 things I love to get more infos about 2011_01_17 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  • ComMetrics _One more thing Johne Paul deJoris: co-founder of John Paul Mitchell Systems (hair care products) and The Patron Tequila brand http://www.ft.com/cms/s/0/6ba2a602-07ce-11e0-8138-00144feabdc0.html#axzz18FntWwXO 2011_01_17 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  • My.ComMetrics.comComMetrics Session 25: Being an underdog and making it in the market place Presented by http://My.ComMetrics.com (free registration) http://ComMetrics.com (blog) Roentgenstrasse 49 Street http://info.cytrap.eu/?p=134 social media trends 2011 CH-8005 Zuerich Zip Code Switzerland Country http://info.cytrap.eu/?p=176 ComMetrics blog checklist +41(0)44 272 1876 Voice +41(0)76 200 7778 Cell info@CyTRAP.eu Google Talk Urs E. Gattiker , Ph.D. www.ComMetrics.com URL 2008_06_16