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

  • 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
  • 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 grants from Gates & Google
  • 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
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  • 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 make the most positive impact Social Media Analysis
  • 97
  • 103
  • COLLABORATE Invite your customers to help build your enterprise 106
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  • 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