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

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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

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  • 1. THE NETWORK IS YOUR CUSTOMER5 Strategies to Thrive in a Digital Age<br />David Rogers<br />Executive Director, Center on Global Brand Leadership<br />Columbia Business School<br />www.davidrogers.biz<br />
  • 2. Buy the Book Anywhere:<br />-Hardcover<br />-Kindle ebook<br />-Nook ebook<br />Free Sample Chapter:<br />http://thenetworkisyourcustomer.com<br />
  • 3. Instead of focusing on technologies & tools…<br />
  • 4. 4<br />
  • 5. We need to rethink our understanding of customers…<br />
  • 6. Customer<br />Customer<br />Customer<br />Customer<br />Customer<br />Customer<br />6<br />
  • 7. CUSTOMER NETWORKS: Self-organizing<br />7<br />
  • 8. 8<br />
  • 9. 9<br />CUSTOMER NETWORKS: Bashing your brand<br />
  • 10. 10<br />CUSTOMER NETWORKS: Loving your brand<br />
  • 11. CUSTOMER NETWORKS : Driving your business<br />3 winning grad students:<br />Developed a billion-dollar new business venture for Cisco<br />
  • 12. Will YOUR customer be…<br />…your biggest competitor?<br />…or your biggest business driver?<br />12<br />
  • 13. Mass market model<br />mass production<br />Company<br />Customers<br />mass communication<br />13<br />
  • 14. Customer network model<br />Customer<br />Customer<br />Blogs<br />Comments<br />Customer<br />Customer<br />Company<br />Forums<br />Customer<br />14<br />
  • 15. Rethinking the purchase funnel<br />OLD: Broadcast<br />NEW: Customer Networks<br />Search, buzz, blogs<br />TV, radio, out-of-door<br />,<br />Online research, user reviews<br />Direct mail, brochure<br />Social networks, YouTube, local search<br />Product test, comparison<br />Group discounts, purchase on-line/in-store/mobile<br />In-store purchase<br />“Friending” (FB, Twitter, email),customized up-selling<br />Reward points<br />Reviews, links, “likes,” social buzz<br />15<br />
  • 16. +<br />≠<br />Customer Network Strategy<br />Mass Market Strategy<br />
  • 17. In a world of customer networks…What kinds of products, services, & communications… …will inspire loyalty, advocacy, and word-of-mouth?<br />
  • 18. Five core behaviors of customer networksdrive the adoption of—and give meaning to—new technologies, products, and services.<br />
  • 19. Access<br />CustomerNetworks<br />Collaborate<br />Engage<br />Customize<br />Connect<br />19<br />
  • 20. ACCESS<br />… digital data & interactions as quickly, easily, and flexibly as possible<br />20<br />Behavior #1: Customer networks want to…<br />
  • 21.
  • 22. Mullah Zaif, former Talibanambassadorto Pakistan, <br />told Al Jazeera that he’s “addicted to his iPhone.”<br />
  • 23. Be faster, be easier, be everywhere, be always on<br />23<br />The ACCESS Strategy<br />
  • 24. ACCESS: On-demand brands<br />
  • 25. ACCESS: Always-on connectivity<br />
  • 26. ACCESS: Communicate at point-of-purchase<br />
  • 27. ENGAGE<br />… with digital content that is sensory, interactive, and relevant to their needs<br />27<br />Behavior #2: Customer networks want to…<br />
  • 28.
  • 29. 29<br />
  • 30. content scarcity<br />attention surplus<br />Broadcast age<br />
  • 31. Age of abundance<br />content surplus<br />attention scarcity<br />
  • 32. Every company must think like a media company<br /> … producer<br /> … sponsor<br /> … curator<br />
  • 33. Become a source of valued content<br />33<br />The ENGAGE Strategy<br />
  • 34. ENGAGE: A hub of information<br />34<br />
  • 35. ENGAGE: Offer utility<br />35<br />
  • 36. 36<br />ENGAGE: B2B game for lead generation<br />
  • 37. CUSTOMIZE<br />… by choosing and modifying a vast range of information, products, and services<br />37<br />Behavior #3: Customer networks want to…<br />
  • 38.
  • 39. 1,500,000+ books<br />20,000 books<br />39<br />Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)<br />The “Long Tail” of choice on the Web<br />
  • 40. Make your offering adaptable to your customers’ needs<br />40<br />The CUSTOMIZE Strategy<br />
  • 41. CUSTOMIZE: The playlist that learns from you<br />Pandora<br />41<br />
  • 42. CUSTOMIZE: E-tail that is tailored just to you<br />
  • 43. CUSTOMIZE: Personalize your products<br />43<br />
  • 44. CUSTOMIZE: Choose where to make a difference<br />44<br />
  • 45. CONNECT<br />… with one another, by sharing their ideas as text, images, videos, & social links<br />45<br />Behavior #4: Customer networks want to…<br />
  • 46. In the last 30 minutes… <br />15 million messages, links, photos, videos, articles, and quizzes have been posted to Facebook.<br /> <br />700 hours of new video footage have been uploaded by users onto YouTube.<br />Half a millionshort text posts have been sent to Twitter… equal in length to about 30 Harry Potter books<br />x30<br />
  • 47. Social media shape brands<br />Most trusted sources of information on brands: <br />#1 recommendations from personal acquaintances (90%)<br />#2(tied) online consumer opinions from strangers (70%)<br />
  • 48. Become a part of your customers’ conversations<br />48<br />The CONNECT Strategy<br />
  • 49. CONNECT: Listen and learn<br />49<br />
  • 50. CONNECT: Join the conversation<br />50<br />
  • 51. CONNECT: Provide a forum (for customer buzz)<br />51<br />
  • 52. CONNECT: Ask for (new product) ideas<br />52<br />Dell Ideastorm logo<br />– linux laptops, servicepro, and…<br />Kids ed laptops (show pictures)<br />
  • 53. COLLABORATE<br />… on collective projects and goals through open platforms<br />53<br />Behavior #5: Customer networks want to…<br />
  • 54.
  • 55. One “Wiki unit” = 100 million hours of human thought<br />
  • 56. Invite your customers to help buildyour enterprise<br />56<br />The COLLABORATE Strategy<br />
  • 57. COLLABORATE: Customer support by customers<br />57<br />
  • 58. COLLABORATE: Tap into open innovation<br />58<br />
  • 59. COLLABORATE: Make your business an open platform<br />59<br />
  • 60. 9-year-old’s iPhone app had 480,000 downloads<br />
  • 61. Process for Planning & Implementing a Customer Network Strategy<br />
  • 62. 1. Objectives<br />2. Segmentation & Positioning<br />3. Strategy Selection & Ideation <br />4. Execution<br />5. Measurement<br />62<br />
  • 63. Customer Network Strategy can achieve many different business OBJECTIVES<br /><ul><li>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)</li></li></ul><li>EXECUTION requires a variety of skill sets<br />Leverage existing domains<br />Marketing<br />I.T.<br />Innovation<br />PR/communications<br />Customer service<br />H.R.<br />Develop new capabilities<br /><ul><li>Social media
  • 72. Idea capture
  • 73. New media production</li></li></ul><li>Three Stages of Digital Marketing METRICS<br />Engagementmetrics<br />1. Activity metrics<br />3. Business metrics<br />Level of customer involvement, attention, and commitment<br />Impact on critical business outcomes (KPIs, ROI, etc.)<br />"Something is happening"<br /><ul><li>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</li></li></ul><li>The reaction of many legacy companies?<br />
  • 80. Customer networks<br />Customer networks<br />Customer networks<br />Customer networks<br />Customer networks<br />Customer networks<br />67<br />
  • 81. Yet, despite the challenge and threats of disruption…<br />
  • 82. There is tremendous opportunity for any company or organization today, IF it can focus on how to help its own customer networks to…<br />
  • 83. Access<br />CustomerNetworks<br />Collaborate<br />Engage<br />Customize<br />Connect<br />70<br />
  • 84. How can I help your business?<br />David Rogers<br />www.davidrogers.biz<br /><ul><li> Public speaking
  • 85. Workshops
  • 86. Executive education
  • 87. Strategic consulting</li></ul>71<br />
  • 88. Thank You.<br />www.davidrogers.biz <br />contact@davidrogers.biz<br />@david_rogers<br />facebook.com/thenetworkisyourcustomer<br />72<br />

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