The Network Is
Your Customer
5 Strategies to Thrive
in a Digital Age
@David_Rogers
Author
Faculty Director, Digital Market...
3
Some companies worked with
Books & publications

David Rogers
Host, BRITE conferences
Executive Director, Center on Global Brand Leadership

5
Customer

Customer

Customer

Customer

Customer

Customer
9
•Free academic tutorials
•1800+ videos on
YouTube
•Anywhere in the world
•32 million lessons
delivered worldwide
•New gran...
16
Broadcast Model

Company

Customers

19
Customer Network Model

Customer

Customer
Blogs

Comments

Customer

Customer

Company
Forums

Customer

20
Broadcast
Strategy

+

≠

Customer
Network
Strategy
What kinds of

services, experiences
& communications…
…will inspire advocacy &
participation in your
customer networks?
Access

Collaborate

Connect

Customer
Networks

Engage

Customize

25
ACCESS
Be faster, be easier,
be everywhere, be
always on

26
Last Year’s Christmas Card
ENGAGE
Become a source of
valued content

47
49
Every organization must think
like a media company
60
64
65
CUSTOMIZE
Make your offering
adaptable to your
customers’ needs

73
77
78
80
81
Image of person
buying online
CONNECT
Become a part of
your customers’
conversations

90
EXPECTED:

DISCOVERED:

80 things to do
to increase
likelihood
guests would
recommend

5 things in the
first 20 minutes
ma...
97
103
COLLABORATE
Invite your customers
to help build
your enterprise

106
111
112
113
114
The world has changed…
From mass markets…

Company

Customers

120
…to customer networks

Customer

Customer
Blogs

Comments

Customer

Customer

Company
Forums

Customer

121
Customer
networks

Customer
networks

Customer
networks

Customer
networks

Customer
networks

Customer
networks

122
Access

Collaborate

Connect

Customer
Networks

Engage

Customize

123
Thank you!
David.Rogers@columbia.edu

Email me for:
• Slides
• Sample chapter
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
2013-11-05 The Network Is Your Customer - Euclid Tech Presentation
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2013-11-05 The Network Is Your Customer - Euclid Tech Presentation

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