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

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…

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…

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…

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…

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

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)

72. Idea capture

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

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

85. Workshops

86. Executive education

87. Strategic consulting71

88. Thank You. www.davidrogers.biz contact@davidrogers.biz @david_rogers facebook.com/thenetworkisyourcustomer 72