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

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David Rogers
David Rogers
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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
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 make the most positive impact Social Media Analysis
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

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