2013-11-05 The Network Is Your Customer - Euclid Tech Presentation

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  • 1. The Network Is Your Customer 5 Strategies to Thrive in a Digital Age @David_Rogers Author Faculty Director, Digital Marketing Strategy Columbia Business School www.davidrogers.biz
  • 2. 3
  • 3. Some companies worked with
  • 4. Books & publications David Rogers Host, BRITE conferences Executive Director, Center on Global Brand Leadership 5
  • 5. Customer Customer Customer Customer Customer Customer 9
  • 6. •Free academic tutorials •1800+ videos on YouTube •Anywhere in the world •32 million lessons delivered worldwide •New grants from Gates & Google
  • 7. 16
  • 8. Broadcast Model Company Customers 19
  • 9. Customer Network Model Customer Customer Blogs Comments Customer Customer Company Forums Customer 20
  • 10. Broadcast Strategy + ≠ Customer Network Strategy
  • 11. What kinds of services, experiences & communications… …will inspire advocacy & participation in your customer networks?
  • 12. Access Collaborate Connect Customer Networks Engage Customize 25
  • 13. ACCESS Be faster, be easier, be everywhere, be always on 26
  • 14. Last Year’s Christmas Card
  • 15. ENGAGE Become a source of valued content 47
  • 16. 49
  • 17. Every organization must think like a media company
  • 18. 60
  • 19. 64
  • 20. 65
  • 21. CUSTOMIZE Make your offering adaptable to your customers’ needs 73
  • 22. 77
  • 23. 78
  • 24. 80
  • 25. 81
  • 26. Image of person buying online
  • 27. CONNECT Become a part of your customers’ conversations 90
  • 28. EXPECTED: DISCOVERED: 80 things to do to increase likelihood guests would recommend 5 things in the first 20 minutes make the most positive impact Social Media Analysis
  • 29. 97
  • 30. 103
  • 31. COLLABORATE Invite your customers to help build your enterprise 106
  • 32. 111
  • 33. 112
  • 34. 113
  • 35. 114
  • 36. The world has changed…
  • 37. From mass markets… Company Customers 120
  • 38. …to customer networks Customer Customer Blogs Comments Customer Customer Company Forums Customer 121
  • 39. Customer networks Customer networks Customer networks Customer networks Customer networks Customer networks 122
  • 40. Access Collaborate Connect Customer Networks Engage Customize 123
  • 41. Thank you! David.Rogers@columbia.edu Email me for: • Slides • Sample chapter