The Network Is Your Customer: 5 Strategies to Thrive In a Digital Age - by David L Rogers

  • 2,606 views
Uploaded on

The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age. >>DOWNLOAD a FREE CHAPTER of the Book at http://thenetworkisyourcustomer.com

The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age. >>DOWNLOAD a FREE CHAPTER of the Book at http://thenetworkisyourcustomer.com

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
2,606
On Slideshare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
0
Comments
1
Likes
18

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. THE NETWORK IS YOUR CUSTOMER5 Strategies to Thrive in a Digital Age
    David Rogers
    Executive Director, Center on Global Brand Leadership
    Columbia Business School
    www.davidrogers.biz
  • 2. Buy the Book Anywhere:
    -Hardcover
    -Kindle ebook
    -Nook ebook
    Free Sample Chapter:
    http://thenetworkisyourcustomer.com
  • 3. Instead of focusing on technologies & tools…
  • 4. 4
  • 5. We need to rethink our understanding of customers…
  • 6. Customer
    Customer
    Customer
    Customer
    Customer
    Customer
    6
  • 7. CUSTOMER NETWORKS: Self-organizing
    7
  • 8. 8
  • 9. 9
    CUSTOMER NETWORKS: Bashing your brand
  • 10. 10
    CUSTOMER NETWORKS: Loving your brand
  • 11. CUSTOMER NETWORKS : Driving your business
    3 winning grad students:
    Developed a billion-dollar new business venture for Cisco
  • 12. Will YOUR customer be…
    …your biggest competitor?
    …or your biggest business driver?
    12
  • 13. Mass market model
    mass production
    Company
    Customers
    mass communication
    13
  • 14. Customer network model
    Customer
    Customer
    Blogs
    Comments
    Customer
    Customer
    Company
    Forums
    Customer
    14
  • 15. Rethinking the purchase funnel
    OLD: Broadcast
    NEW: Customer Networks
    Search, buzz, blogs
    TV, radio, out-of-door
    ,
    Online research, user reviews
    Direct mail, brochure
    Social networks, YouTube, local search
    Product test, comparison
    Group discounts, purchase on-line/in-store/mobile
    In-store purchase
    “Friending” (FB, Twitter, email),customized up-selling
    Reward points
    Reviews, links, “likes,” social buzz
    15
  • 16. +

    Customer Network Strategy
    Mass Market Strategy
  • 17. In a world of customer networks…What kinds of products, services, & communications… …will inspire loyalty, advocacy, and word-of-mouth?
  • 18. Five core behaviors of customer networksdrive the adoption of—and give meaning to—new technologies, products, and services.
  • 19. Access
    CustomerNetworks
    Collaborate
    Engage
    Customize
    Connect
    19
  • 20. ACCESS
    … digital data & interactions as quickly, easily, and flexibly as possible
    20
    Behavior #1: Customer networks want to…
  • 21.
  • 22. Mullah Zaif, former Talibanambassadorto Pakistan,
    told Al Jazeera that he’s “addicted to his iPhone.”
  • 23. Be faster, be easier, be everywhere, be always on
    23
    The ACCESS Strategy
  • 24. ACCESS: On-demand brands
  • 25. ACCESS: Always-on connectivity
  • 26. ACCESS: Communicate at point-of-purchase
  • 27. ENGAGE
    … with digital content that is sensory, interactive, and relevant to their needs
    27
    Behavior #2: Customer networks want to…
  • 28.
  • 29. 29
  • 30. content scarcity
    attention surplus
    Broadcast age
  • 31. Age of abundance
    content surplus
    attention scarcity
  • 32. Every company must think like a media company
    … producer
    … sponsor
    … curator
  • 33. Become a source of valued content
    33
    The ENGAGE Strategy
  • 34. ENGAGE: A hub of information
    34
  • 35. ENGAGE: Offer utility
    35
  • 36. 36
    ENGAGE: B2B game for lead generation
  • 37. CUSTOMIZE
    … by choosing and modifying a vast range of information, products, and services
    37
    Behavior #3: Customer networks want to…
  • 38.
  • 39. 1,500,000+ books
    20,000 books
    39
    Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)
    The “Long Tail” of choice on the Web
  • 40. Make your offering adaptable to your customers’ needs
    40
    The CUSTOMIZE Strategy
  • 41. CUSTOMIZE: The playlist that learns from you
    Pandora
    41
  • 42. CUSTOMIZE: E-tail that is tailored just to you
  • 43. CUSTOMIZE: Personalize your products
    43
  • 44. CUSTOMIZE: Choose where to make a difference
    44
  • 45. CONNECT
    … with one another, by sharing their ideas as text, images, videos, & social links
    45
    Behavior #4: Customer networks want to…
  • 46. In the last 30 minutes…
    15 million messages, links, photos, videos, articles, and quizzes have been posted to Facebook.
     
    700 hours of new video footage have been uploaded by users onto YouTube.
    Half a millionshort text posts have been sent to Twitter… equal in length to about 30 Harry Potter books
    x30
  • 47. Social media shape brands
    Most trusted sources of information on brands:
    #1 recommendations from personal acquaintances (90%)
    #2(tied) online consumer opinions from strangers (70%)
  • 48. Become a part of your customers’ conversations
    48
    The CONNECT Strategy
  • 49. CONNECT: Listen and learn
    49
  • 50. CONNECT: Join the conversation
    50
  • 51. CONNECT: Provide a forum (for customer buzz)
    51
  • 52. CONNECT: Ask for (new product) ideas
    52
    Dell Ideastorm logo
    – linux laptops, servicepro, and…
    Kids ed laptops (show pictures)
  • 53. COLLABORATE
    … on collective projects and goals through open platforms
    53
    Behavior #5: Customer networks want to…
  • 54.
  • 55. One “Wiki unit” = 100 million hours of human thought
  • 56. Invite your customers to help buildyour enterprise
    56
    The COLLABORATE Strategy
  • 57. COLLABORATE: Customer support by customers
    57
  • 58. COLLABORATE: Tap into open innovation
    58
  • 59. COLLABORATE: Make your business an open platform
    59
  • 60. 9-year-old’s iPhone app had 480,000 downloads
  • 61. Process for Planning & Implementing a Customer Network Strategy
  • 62. 1. Objectives
    2. Segmentation & Positioning
    3. Strategy Selection & Ideation
    4. Execution
    5. Measurement
    62
  • 63. Customer Network Strategy can achieve many different business OBJECTIVES
    • Brand building (Amex OPEN)
    • 64. Product trial (Lancôme)
    • 65. Customer service (Intuit)
    • 66. Market entry (Ford)
    • 67. Website sales conversion (Home Depot)
    • 68. Service differentiation (Bank of America)
    • 69. Product innovation (Innocentive)
    • 70. Business development (Cisco)
    • 71. Lead generation (IBM)
  • EXECUTION requires a variety of skill sets
    Leverage existing domains
    Marketing
    I.T.
    Innovation
    PR/communications
    Customer service
    H.R.
    Develop new capabilities
    • Social media
    • 72. Idea capture
    • 73. New media production
  • Three Stages of Digital Marketing METRICS
    Engagementmetrics
    1. Activity metrics
    3. Business metrics
    Level of customer involvement, attention, and commitment
    Impact on critical business outcomes (KPIs, ROI, etc.)
    "Something is happening"
    • Amount of time spent by community members
    • 74. Level of interaction
    • 75. Number of ideas submitted
    • 76. Number of ideas implemented
    • 77. Cost savings, sales, or increased loyalty driven by implementing ideas
    • 78. Page views
    • 79. Number of members joining community
  • The reaction of many legacy companies?
  • 80. Customer networks
    Customer networks
    Customer networks
    Customer networks
    Customer networks
    Customer networks
    67
  • 81. Yet, despite the challenge and threats of disruption…
  • 82. There is tremendous opportunity for any company or organization today, IF it can focus on how to help its own customer networks to…
  • 83. Access
    CustomerNetworks
    Collaborate
    Engage
    Customize
    Connect
    70
  • 84. How can I help your business?
    David Rogers
    www.davidrogers.biz
    • Public speaking
    • 85. Workshops
    • 86. Executive education
    • 87. Strategic consulting
    71
  • 88. Thank You.
    www.davidrogers.biz
    contact@davidrogers.biz
    @david_rogers
    facebook.com/thenetworkisyourcustomer
    72