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

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

    • The Network Is YourCustomer5 Strategies to thrive in adigital age@David_RogersConsultant, Speaker, AuthorFaculty director, Digital Marketing Strategy programColumbia Business Schoolwww.davidrogers.biz
    • #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
    • CustomerCustomer CustomerCustomer Customer Customer 3
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    • Will YOUR customer be… …your biggest competitor? …or your biggest business driver? 9
    • Mass Marketing Company Customers 10
    • Customer Network Marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 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
    • What kinds ofproducts, services,& communications… i i…will inspire advocacy incustomer networks?
    • AccessCollaborate Customer Engage Networks Connect Customize 14
    • ACCESSBe faster, be easier,be everywhere be everywhere, always on 15
    • Merry Christmas Greetings
    • ENGAGEBecome a source of valued content 26
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    • Every company must think like y p ya media company
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    • ENGAGE: Focus on the p particularMasi guy blog 33
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    • CUSTOMIZEMake your offeringadaptable to yourcustomers’ needs 36
    • 20,00020 000 books 1,500,000+ 1 500 000+ books 37 Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)
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    • CONNECTBecome a part ofyour customers’ conversations 45
    • Follow the customers…
    • 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
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    • COLLABORATEInvite your customers to help build your enterprise 54
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    • A strategic planning processfor customer networks
    • TECHNOLOGIES ??
    • 1. Objectives 2. 2 Segmentation & Positioning3. Strategy Selection & Ideation 4. Execution 5. Measurement 66
    • Process developed with:
    • 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)
    • 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
    • 3. Strategy Selection, Ideation, & Concept Testing Map strategies  Ideation &  Strategy  to customers,  selection of  Selection organization,  organization concepts competitors 70
    • 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
    • 5. Measurement
    • 3.5m3 5m YouTube views2.7m Twitter impressions38% pre-launch awareness intarget audience100k+ test drives
    • Channel UniversalAudience Financial engagement engagement Social Social Pre-launch media media awareness ? Sales reach engagement Test drives (lead gen) ? Sales Savings ? on mkg spend?
    • A few take-aways…
    • 1. Objectives 2. 2 Segmentation & Positioning3. Strategy Selection & Ideation 4. Execution 5. Measurement 76
    • From mass marketing… Company Customers 77
    • …to customer network marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 78
    • Customer Customernetworks networksCustomer Customernetworks networks Customer Customer networks networks 79
    • AccessCollaborate Customer Engage Networks Connect Customize 80
    • 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