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5 Strategies to Market in the Digital Age - 2012 Event Marketer Summit
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Based on "The Network Is Your Customer: 5 Strategies to Thrive in the Digital Age" by David Rogers.

Based on "The Network Is Your Customer: 5 Strategies to Thrive in the Digital Age" by David Rogers.

Get your free chapter at www.thenetworkisyourcustomer.com

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5 Strategies to Market in the Digital Age - 2012 Event Marketer Summit Presentation Transcript

  • 1. The Network Is YourCustomer5 Strategies to thrive in adigital age@David_RogersConsultant, Speaker, AuthorFaculty director, Digital Marketing Strategy programColumbia Business Schoolwww.davidrogers.biz
  • 2. #TNIYCHardcover (Amazon):http://bit.ly/rogersbookKindle b k (for iP dKi dl ebook (f iPad orKindle):http://amzn.to/TNIYCkindleNook ebook:http://bit.ly/TNIYCnookhttp://bit ly/TNIYCnook
  • 3. CustomerCustomer CustomerCustomer Customer Customer 3
  • 4. 4
  • 5. 5
  • 6. 6
  • 7. 7
  • 8. Will YOUR customer be… …your biggest competitor? …or your biggest business driver? 9
  • 9. Mass Marketing Company Customers 10
  • 10. Customer Network Marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 11
  • 11. RETHINK the Marketing Funnel Broadcast Customer Networks TV, radio, out-of-door Search, buzz, blogs , Direct mail, b Di t il brochure h Online O li research, user reviews h iProduct test, comparison Social networks, YouTube, local search In-store purchase Group discounts, purchase on-line/in-store/mobile Reward points “Friending” (FB, Twitter, email), customized up-selling Reviews, links, “likes,” social buzz 12
  • 12. What kinds ofproducts, services,& communications… i i…will inspire advocacy incustomer networks?
  • 13. AccessCollaborate Customer Engage Networks Connect Customize 14
  • 14. ACCESSBe faster, be easier,be everywhere be everywhere, always on 15
  • 15. Merry Christmas Greetings
  • 16. ENGAGEBecome a source of valued content 26
  • 17. 28
  • 18. Every company must think like y p ya media company
  • 19. 30
  • 20. 31
  • 21. ENGAGE: Focus on the p particularMasi guy blog 33
  • 22. 34
  • 23. CUSTOMIZEMake your offeringadaptable to yourcustomers’ needs 36
  • 24. 20,00020 000 books 1,500,000+ 1 500 000+ books 37 Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)
  • 25. 38
  • 26. 39
  • 27. 40
  • 28. 41
  • 29. 42
  • 30. 43
  • 31. CONNECTBecome a part ofyour customers’ conversations 45
  • 32. Follow the customers…
  • 33. EXPECTED: DISCOVERED:80 thi things t d to do 5 thi things i the in h Social Mediato increase Analysis first 20 minuteslikelihood make the mostguests would positive impactrecommend
  • 34. 48
  • 35. 49
  • 36. 50
  • 37. 51
  • 38. 52
  • 39. 53
  • 40. COLLABORATEInvite your customers to help build your enterprise 54
  • 41. 56
  • 42. 57
  • 43. 58
  • 44. 59
  • 45. 60
  • 46. 61
  • 47. 62
  • 48. A strategic planning processfor customer networks
  • 49. TECHNOLOGIES ??
  • 50. 1. Objectives 2. 2 Segmentation & Positioning3. Strategy Selection & Ideation 4. Execution 5. Measurement 66
  • 51. Process developed with:
  • 52. 1. Set objectives first Product line innovation (General Mills) Retail Behavior (Kraft) Web sales conversion (Walmart.com) Brand positioning (Old Spice) OBJECTIVES Word-of-mouth !! (Doritos) Awareness(L’Oreal Dermablend) Service differentiation (Virgin America) Loyalty/community (Nike+) Product differentiation (iPad)
  • 53. 2. Segmentation & Brand Positioning● Demographic● Pyschographic A “third space” p● Technology use to relax between work and home Athletic aspiration (“Just ( Just do it”) Making your business a best- run b i business
  • 54. 3. Strategy Selection, Ideation, & Concept Testing Map strategies  Ideation &  Strategy  to customers,  selection of  Selection organization,  organization concepts competitors 70
  • 55. 4. Execution & Skill SetsLeverage existing domains Develop new capabilities● Marketing/sales ● Digital production●I T I.T. ● Social media● Product Development ● Idea capture● Operations● Communications● Strategy & Leadership
  • 56. 5. Measurement
  • 57. 3.5m3 5m YouTube views2.7m Twitter impressions38% pre-launch awareness intarget audience100k+ test drives
  • 58. Channel UniversalAudience Financial engagement engagement Social Social Pre-launch media media awareness ? Sales reach engagement Test drives (lead gen) ? Sales Savings ? on mkg spend?
  • 59. A few take-aways…
  • 60. 1. Objectives 2. 2 Segmentation & Positioning3. Strategy Selection & Ideation 4. Execution 5. Measurement 76
  • 61. From mass marketing… Company Customers 77
  • 62. …to customer network marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 78
  • 63. Customer Customernetworks networksCustomer Customernetworks networks Customer Customer networks networks 79
  • 64. AccessCollaborate Customer Engage Networks Connect Customize 80
  • 65. Free chapter: pwww.davidrogers.bizNewsletter:http://bit.ly/Digital-Strategisthttp://bit ly/Digital-StrategistContact: contact@davidrogers.biz3-day executive program:Oct 24-26, 2012 (Columbia Business School, NYC) 81