Peru Marketing Symposium 2012 David Rogers

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Slides from my keynote at Seminario Marketing Peru 2012.

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Peru Marketing Symposium 2012 David Rogers

  1. 1. Reinventing Marketing g gfor a World ofCustomer Networks@David_RogersConsultant, Speaker, AuthorColumbia Business Schoolwww.davidrogers.biz
  2. 2. Free chapter: pwww.davidrogers.bizNewsletter:http://bit.ly/Digital-Strategisthttp://bit ly/Digital-StrategistContact: contact@davidrogers.biz3-day executive program:Oct 24-26, 2012 (Columbia Business School, NYC) 141
  3. 3. #TNIYCHardcover (Amazon):http://bit.ly/rogersbookKindle b k (for iP dKi dl ebook (f iPad orKindle):http://amzn.to/TNIYCkindleNook ebook:http://bit.ly/TNIYCnookhttp://bit ly/TNIYCnook
  4. 4. CustomerCustomer CustomerCustomer Customer Customer 5
  5. 5. 6
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  7. 7. 8
  8. 8. 9
  9. 9. Will YOUR customer be… …your biggest competitor? …or your biggest business driver? 11
  10. 10. Mass Marketing Company Customers 12
  11. 11. Customer Network Marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 13
  12. 12. RETHINK the Marketing Funnel Broadcast Customer Networks TV, radio, out-of-door Search, buzz, blogs , Direct mail, b Di t il brochure h Online O li research, user reviews h iProduct test, comparison Social networks, YouTube, local search In-store purchase Group discounts, purchase on-line/in-store/mobile Reward points “Friending” (FB, Twitter, email), customized up-selling Reviews, links, “likes,” social buzz 14
  13. 13. What kinds ofproducts, services,& communications… i i…will inspire advocacy incustomer networks?
  14. 14. AccessCollaborate Customer Engage Networks Connect Customize 16
  15. 15. ACCESSBe faster, be easier,be everywhere be everywhere, always on 17
  16. 16. Merry Christmas Greetings
  17. 17. ENGAGEBecome a source of valued content 33
  18. 18. 35
  19. 19. Every company must think like y p ya media company
  20. 20. > 80 million views 37
  21. 21. 38
  22. 22. 39
  23. 23. 44
  24. 24. CUSTOMIZEMake your offeringadaptable to yourcustomers’ needs 46
  25. 25. 20,00020 000 books 1,500,000+ 1 500 000+ books 47 Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)
  26. 26. 49
  27. 27. 50
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  31. 31. +
  32. 32. Roundtable Exercise #1
  33. 33. • D Develop an i l innovative marketing i iti ti ti k ti g initiative• Use: ACCESS, ENGAGE, or CUSTOMIZE strategy• Choose a company: – beverage brand of your choice – OR, an automotive brand• Timing: 15 minutes g
  34. 34. 1.What is your company? (beverage or automotive)2. What is your digital innovation? ACCESS? (mobile on-demand, QR etc) (mobile, on demand QR, ENGAGE? (video, blog, games, apps, etc) Or CUSTOMIZE? (products, service, content, etc.) (p , , , )3.Who is your target audience? (be specific)4.What will your business objectives be? (lead gen, sales, sales brand image etc ) image, etc.)5.Who do you need to make your innovation y y successful? (inside or outside your business)
  35. 35. Coffee Break
  36. 36. Reinventing Marketing g gfor a World ofCustomer Networks@David_RogersConsultant, Speaker, AuthorColumbia Business Schoolwww.davidrogers.biz
  37. 37. AccessCollaborate Customer Engage Networks Connect Customize 65
  38. 38. CONNECTBecome a part ofyour customers’ conversations 66
  39. 39. Follow the customers…
  40. 40. EXPECTED: DISCOVERED:80 thi things t d to do 5 thi things i the in h Social Mediato increase Analysis first 20 minuteslikelihood make the mostguests would positive impactrecommend
  41. 41. Dell Ideastorm logo g– linux laptops, servicepro, and…Kids ed laptops (show pictures) 71
  42. 42. 75
  43. 43. 77
  44. 44. COLLABORATEInvite your customers to help build your enterprise 78
  45. 45. 83
  46. 46. 84
  47. 47. 85
  48. 48. 86
  49. 49. 89
  50. 50. Roundtable Exercise #2
  51. 51. • D Develop an i l innovative marketing i iti ti ti k ti initiative• Use: CONNECT or COLLABORATE strategy• Choose a company: –T i Tourism b board for country of your choice df t f h i – OR, a bank / financial services• Timing: 15 minutes
  52. 52. 1.What is your company? (tourism or financial svc)2. What is your digital innovation? CONNECT? (listening, social networks, ideastorm, private community) Or COLLABORATE? (contribution, contest, open platform, etc.) l tf t )3.Who is your target audience? (be specific)4.What will your business objectives be? (lead gen, sales, brand image, etc.)5.Who5 Who do you need to make your innovation successful? (inside or outside your business)
  53. 53. A strategic planning processfor customer networks
  54. 54. TECHNOLOGIES ??
  55. 55. 1. Objectives 2. 2 Segmentation & Positioning3. Strategy Selection & Ideation 4. Execution 5. Measurement 96
  56. 56. Process developed with:
  57. 57. 1. Set objectives first Business model innovation (Cisco) Retail Behavior Web l W b sales (Kraft) (Lancôme) Brand positioning (Toyota) OBJECTIVES Market entry !! (Ford) Word-of-mouth (Doritos) Customer service (Comcast) Lead generation (IBM) Product differentiation (iPad)
  58. 58. 2. Segmentation & Brand Positioning● Demographic● Pyschographic A “third space” p● Technology use to relax between work and home Athletic aspiration (“Just ( Just do it”) Making your business a best- run b i business
  59. 59. 3. Strategy Selection, Ideation, & Concept Testing Map strategies  Ideation &  Strategy  to customers,  selection of  Selection organization,  organization concepts competitors 106
  60. 60. 4. Execution & Skill SetsLeverage existing domains Develop new capabilities● Marketing/sales ● Digital production●I T I.T. ● Social media● Product Development ● Idea capture● Operations● Communications● Strategy & Leadership
  61. 61. 5. Measurement (four kinds)
  62. 62. Audience metrics
  63. 63. Channel-specific engagement metrics
  64. 64. Universal engagement metrics
  65. 65. Financial metrics
  66. 66. 3.5m3 5m YouTube views2.7m Twitter impressions38% pre-launch awarenessin target audience100k+ test drives
  67. 67. Channel UniversalAudience Financial engagement engagement Social Social Pre-launch media media awareness ? Sales reach engagement Test drives (lead gen) ? Sales Savings ? on mkg spend?
  68. 68. A few take-aways…
  69. 69. From mass marketing… Company Customers 137
  70. 70. …to customer network marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 138
  71. 71. Customer Customernetworks networksCustomer Customernetworks networks Customer Customer networks networks 139
  72. 72. AccessCollaborate Customer Engage Networks Connect Customize 140
  73. 73. Free chapter: pwww.davidrogers.bizNewsletter:http://bit.ly/Digital-Strategisthttp://bit ly/Digital-StrategistContact: contact@davidrogers.biz3-day executive program:Oct 24-26, 2012 (Columbia Business School, NYC) 141

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