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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

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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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    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 Presentation Transcript

    • 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
    • Buy the Book Anywhere:
      -Hardcover
      -Kindle ebook
      -Nook ebook
      Free Sample Chapter:
      http://thenetworkisyourcustomer.com
    • Instead of focusing on technologies & tools…
    • 4
    • We need to rethink our understanding of customers…
    • Customer
      Customer
      Customer
      Customer
      Customer
      Customer
      6
    • CUSTOMER NETWORKS: Self-organizing
      7
    • 8
    • 9
      CUSTOMER NETWORKS: Bashing your brand
    • 10
      CUSTOMER NETWORKS: Loving your brand
    • CUSTOMER NETWORKS : Driving your business
      3 winning grad students:
      Developed a billion-dollar new business venture for Cisco
    • Will YOUR customer be…
      …your biggest competitor?
      …or your biggest business driver?
      12
    • Mass market model
      mass production
      Company
      Customers
      mass communication
      13
    • Customer network model
      Customer
      Customer
      Blogs
      Comments
      Customer
      Customer
      Company
      Forums
      Customer
      14
    • 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
    • +

      Customer Network Strategy
      Mass Market Strategy
    • In a world of customer networks…What kinds of products, services, & communications… …will inspire loyalty, advocacy, and word-of-mouth?
    • Five core behaviors of customer networksdrive the adoption of—and give meaning to—new technologies, products, and services.
    • Access
      CustomerNetworks
      Collaborate
      Engage
      Customize
      Connect
      19
    • ACCESS
      … digital data & interactions as quickly, easily, and flexibly as possible
      20
      Behavior #1: Customer networks want to…
    • Mullah Zaif, former Talibanambassadorto Pakistan,
      told Al Jazeera that he’s “addicted to his iPhone.”
    • Be faster, be easier, be everywhere, be always on
      23
      The ACCESS Strategy
    • ACCESS: On-demand brands
    • ACCESS: Always-on connectivity
    • ACCESS: Communicate at point-of-purchase
    • ENGAGE
      … with digital content that is sensory, interactive, and relevant to their needs
      27
      Behavior #2: Customer networks want to…
    • 29
    • content scarcity
      attention surplus
      Broadcast age
    • Age of abundance
      content surplus
      attention scarcity
    • Every company must think like a media company
      … producer
      … sponsor
      … curator
    • Become a source of valued content
      33
      The ENGAGE Strategy
    • ENGAGE: A hub of information
      34
    • ENGAGE: Offer utility
      35
    • 36
      ENGAGE: B2B game for lead generation
    • CUSTOMIZE
      … by choosing and modifying a vast range of information, products, and services
      37
      Behavior #3: Customer networks want to…
    • 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
    • Make your offering adaptable to your customers’ needs
      40
      The CUSTOMIZE Strategy
    • CUSTOMIZE: The playlist that learns from you
      Pandora
      41
    • CUSTOMIZE: E-tail that is tailored just to you
    • CUSTOMIZE: Personalize your products
      43
    • CUSTOMIZE: Choose where to make a difference
      44
    • CONNECT
      … with one another, by sharing their ideas as text, images, videos, & social links
      45
      Behavior #4: Customer networks want to…
    • 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
    • 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%)
    • Become a part of your customers’ conversations
      48
      The CONNECT Strategy
    • CONNECT: Listen and learn
      49
    • CONNECT: Join the conversation
      50
    • CONNECT: Provide a forum (for customer buzz)
      51
    • CONNECT: Ask for (new product) ideas
      52
      Dell Ideastorm logo
      – linux laptops, servicepro, and…
      Kids ed laptops (show pictures)
    • COLLABORATE
      … on collective projects and goals through open platforms
      53
      Behavior #5: Customer networks want to…
    • One “Wiki unit” = 100 million hours of human thought
    • Invite your customers to help buildyour enterprise
      56
      The COLLABORATE Strategy
    • COLLABORATE: Customer support by customers
      57
    • COLLABORATE: Tap into open innovation
      58
    • COLLABORATE: Make your business an open platform
      59
    • 9-year-old’s iPhone app had 480,000 downloads
    • Process for Planning & Implementing a Customer Network Strategy
    • 1. Objectives
      2. Segmentation & Positioning
      3. Strategy Selection & Ideation
      4. Execution
      5. Measurement
      62
    • Customer Network Strategy can achieve many different business OBJECTIVES
      • Brand building (Amex OPEN)
      • Product trial (Lancôme)
      • Customer service (Intuit)
      • Market entry (Ford)
      • Website sales conversion (Home Depot)
      • Service differentiation (Bank of America)
      • Product innovation (Innocentive)
      • Business development (Cisco)
      • 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
      • Idea capture
      • 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
      • Level of interaction
      • Number of ideas submitted
      • Number of ideas implemented
      • Cost savings, sales, or increased loyalty driven by implementing ideas
      • Page views
      • Number of members joining community
    • The reaction of many legacy companies?
    • Customer networks
      Customer networks
      Customer networks
      Customer networks
      Customer networks
      Customer networks
      67
    • Yet, despite the challenge and threats of disruption…
    • There is tremendous opportunity for any company or organization today, IF it can focus on how to help its own customer networks to…
    • Access
      CustomerNetworks
      Collaborate
      Engage
      Customize
      Connect
      70
    • How can I help your business?
      David Rogers
      www.davidrogers.biz
      • Public speaking
      • Workshops
      • Executive education
      • Strategic consulting
      71
    • Thank You.
      www.davidrogers.biz
      contact@davidrogers.biz
      @david_rogers
      facebook.com/thenetworkisyourcustomer
      72