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.

Get your free chapter at www.thenetworkisyourcustomer.com

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

  1. 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. 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. 3. CustomerCustomer CustomerCustomer Customer Customer 3
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. Will YOUR customer be… …your biggest competitor? …or your biggest business driver? 9
  9. 9. Mass Marketing Company Customers 10
  10. 10. Customer Network Marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 11
  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. 12. What kinds ofproducts, services,& communications… i i…will inspire advocacy incustomer networks?
  13. 13. AccessCollaborate Customer Engage Networks Connect Customize 14
  14. 14. ACCESSBe faster, be easier,be everywhere be everywhere, always on 15
  15. 15. Merry Christmas Greetings
  16. 16. ENGAGEBecome a source of valued content 26
  17. 17. 28
  18. 18. Every company must think like y p ya media company
  19. 19. 30
  20. 20. 31
  21. 21. ENGAGE: Focus on the p particularMasi guy blog 33
  22. 22. 34
  23. 23. CUSTOMIZEMake your offeringadaptable to yourcustomers’ needs 36
  24. 24. 20,00020 000 books 1,500,000+ 1 500 000+ books 37 Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)
  25. 25. 38
  26. 26. 39
  27. 27. 40
  28. 28. 41
  29. 29. 42
  30. 30. 43
  31. 31. CONNECTBecome a part ofyour customers’ conversations 45
  32. 32. Follow the customers…
  33. 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. 34. 48
  35. 35. 49
  36. 36. 50
  37. 37. 51
  38. 38. 52
  39. 39. 53
  40. 40. COLLABORATEInvite your customers to help build your enterprise 54
  41. 41. 56
  42. 42. 57
  43. 43. 58
  44. 44. 59
  45. 45. 60
  46. 46. 61
  47. 47. 62
  48. 48. A strategic planning processfor customer networks
  49. 49. TECHNOLOGIES ??
  50. 50. 1. Objectives 2. 2 Segmentation & Positioning3. Strategy Selection & Ideation 4. Execution 5. Measurement 66
  51. 51. Process developed with:
  52. 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. 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. 54. 3. Strategy Selection, Ideation, & Concept Testing Map strategies  Ideation &  Strategy  to customers,  selection of  Selection organization,  organization concepts competitors 70
  55. 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. 56. 5. Measurement
  57. 57. 3.5m3 5m YouTube views2.7m Twitter impressions38% pre-launch awareness intarget audience100k+ test drives
  58. 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. 59. A few take-aways…
  60. 60. 1. Objectives 2. 2 Segmentation & Positioning3. Strategy Selection & Ideation 4. Execution 5. Measurement 76
  61. 61. From mass marketing… Company Customers 77
  62. 62. …to customer network marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 78
  63. 63. Customer Customernetworks networksCustomer Customernetworks networks Customer Customer networks networks 79
  64. 64. AccessCollaborate Customer Engage Networks Connect Customize 80
  65. 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

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