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Mediabistro Circus June 2.2009
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Mediabistro Circus June 2.2009

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It's the age of the customer. How can marketers provide a better user experience? They need to learn to see the world from their customers' point of view and become part of the community they serve.

It's the age of the customer. How can marketers provide a better user experience? They need to learn to see the world from their customers' point of view and become part of the community they serve.

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Mediabistro Circus June 2.2009 Mediabistro Circus June 2.2009 Presentation Transcript

  • the Age of the Customer by Valeria Maltoni Conversation Agent Mediabistro Circus
  • Image: Map of the Decade, Institute of the Future STORIES
  • facts updates back story future stories
  • TRANSFORMATIVE
  •  
  •  
  • © 2009 Valeria Maltoni, Conversation Agent
    • Why?
    • Narcissism
    • Self-expression
    • Peer pressure
    • Voyeurism
    • Loneliness
    • Intellectual curiosity
    • Common interests
    • Community
    • Entertainment
    • Intellectual Stimulation
    • Networking and relationships
    • Globalization
    • Collaboration
    • Modern life demands
  • human nature doesn’t change – human behavior does
  •  
  • Customers Competitors Analysts Employees & Alumni Prospective Hires Leaders
    • information gathering
    • recommendations
    • feedback
    • networking
    • brand
    • marketing
    • customer engagement
    • product support
    • R&D
    • tracking news & trends
    • gathering feedback
    • networking
    • networking
    • communication
    • collaboration
    • influencing
    • professional development
    • company research
    • selection
    • networking
    • differentiation
    • listening
    • communication
    • influencing
    • driving change
    • inspiring
  •  
  •  
  •  
  •  
  •  
  • this is what marketers see
  • Photo: unaesthetic – http://www.flickr.com/photos/unaesthetic/22725413/ this is what your customers see
  • connections are currency
  • social determined by people
  • 675 connections 8,143 followers 1,287 subscribers 5,267 subscribers Conversation Agent 373 members 2,400 members
  • fears
    • reputational damage
    • legal issues
    • information security
    • workplace issues
    • employee relations
    • productivity
    • public relations
  • value
    • social capital
    • credibility
    • business intelligence
    • referrals
    • relationships
    • productivity
    • positive mentions
        • more this
        • than this
  • anyone can influence
  • “ Trust is like the air we breathe. When it’s present, nobody really notices. But when it’s absent, everybody notices.” − Warren Buffett
  •  
  • marketer // customer
  • “ For anyone asking about the Ford fan sites and legal action: I’m in active discussions with our legal dept. about resolving it. Please re-tweet.” – Scott Monty, Dec. 10, 2008
  • “ This is just one way people have gotten to know us," says Eliason. "It's a little more personal. More back-and-forth discussions, and it's less formal. And it gives immediacy to interactions. ” – Frank Eliason, Business Week , Jan. 13, 2009
  • “ It started with us listening.  That was the first step in it for us.  We started that process in April of 2006.  That process for us was about a 4 month period.  Through that we looked at what are people saying about Dell.  ” – Lionel Menchaca, June 23, 2008
  • http://www.viddler.com/explore/dpzramon/videos/19/
  • Valeria Maltoni Conversation Agent www.conversationagent.com @ConversationAge