SMB Superheroes: Winning in 2010

SMB Super Powers
How to Succeed in 2010
U.S. #: 1-877-739 -903
Phone Code: 440138719
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(Super Introduction)
Ann Handley
Leigh Durst

!!!!!
You
Demands & Expectations
2010

It’s time to
DECIDE.

Will You Be This?

Or this?

PUSH
It’s not about this anymore.

It’s about this.

Today
Prove it
You find us
We listen and respond
Brand is what others experience
People trust people
Multiple access points
Shared Ownership
Organic Dialog
Participative Messaging
Crowd-Sourced Content
Integrated
Tags (Folksonomy)
Rich user experience
Highly Technical
Service Driven
Before
Preach it
We find you
We tell you
Brand is what we say
People trust companies
Limited access points
High Ownership
Controlled messaging
Read-only messaging
Professionally created content
Isolated
Directories (Taxonomy)
Shallow immersion
Moderately technical
Message Driven
Marketing Has Shifted.

?
Intuitively, you already know.
?
WHY?
?

Proliferation Technology Adoption Convergence Cultural Change

cloud computing
“apps”
cheap & accessible technology
open source

social media

Social media facilitates interconnection, dialog, and relationship building between people and organizations.
It encourages the distribution of rich messages across people groups, networks and devices.
Leigh Durst, Live Path, 2010

Source: New York Times, 2005
Not just apps but devices...

Source: Fuor Digital Mobile 101 Lunch & Learn The most seen screen
The Most Seen Screen

3 out of 4
Americans use social media
Forrester, The Growth Of Social Technology Adoption, 2008

visiting social sites
(the 4th most popular activity online, ahead of email)
Nielsen: Global Faces & Networked Places 2009

350,000,000
(and that’s just active users!)
Source: Inside Facebook, December 2009

(the second most popular search engine)
Stephan Spencer, 2009

4 Billion
(number of photos on flickrTM)
Flickr Blog – October 2009

You May Now Update Your Relationship Status

me
2.0

!
One thing to remember
!
!
BUT!

One medium of communication has never totally replaced another

Media matures, multiplies & interconnects.

No Food.
Lousy Pay.

So, we must
ADAPT.

How to Become an SMB Super Hero in 2010
Embrace Your Calling
Abide by a Moral Code
Dress to Impress
Secure Backup
Establish Mission Control
Develop Your Super Senses
Master Some Super Tools
Respond Rapidly & Efficiently
Beware of Pitfalls
Neutralize your Nemeses

1. Embrace Your Calling
It’s not easy
Sometimes lonely
Demands sacrifice
Hard work & lots of it
Requires investment
Worth It

2. Abide by a “Moral Code”
Accessibility
Channels
Availability
Response Time
Policies
Ethics
Service
Social Media
Privacy
Handling Negative Feedback
Culture
Skills Growth
Technology Education
Customer Centricity

(Remember, Super Is as Super Does)
=
BRAND
CUSTOMER EXPERIENCE
TIME

3. Dress to Impress
Costume = Packaging & Promise
Brand Identity
Call to Action
Moniker/Icon
Style
Voice
Hero = Company Actions & Service
Policies
Actions
Service
Behavior

On “True Identity” and Transparency
Transparency is an illusion
Personable, but always professional
Protect your “sensitive underbelly”

Authentic isn’t always good.

!
Beauthentically
!
!
GOOD!

4. Secure Backup
Tactical Support
Innovation & Invention
Learning & Education
Trusted Counsel
Technical Knowhow
Tactical Execution
Dirty Work

Watch Out for Snake Oil!
Just buy my eBook, “Secrets Unleashed” or take my certification course
Just get online and talk about yourself!
It’s all about the follower count.
This stuff is easy to manage!
Anyone can do this - with little work or time investment.
Our rate is $400 an hour.
“EXPERT”

Look for Demonstrated Strength
Presence
Dialog
History
Failures
Successes
Network Strength & Influence
“Trench Experience”
“Street Credibility”
Specialty Knowledge
Willingness to share experiences
Client References

5. Establish “Mission Control”
Monitor Your Territory
Receive Communications & Alerts
Measure Risks & Threats
Develop & Launch Action Plans
Incubate Innovation
Learn & Collaborate
Recharge, Recuperate from Injury
Refine / Hone Super Skills
MISSION = PLAN
CONTROL = PROCESS

Not Super
Unclear Direction
Scattered Planning
Poorly Defined Metrics
Ineffective Communication
Plan = Pretty PowerPoint
Death by meeting
Glued to Desktop
Duplicative Work
Reinventing the wheel
Ignorance

Super!
Aligned Executive Champions
Clear Vision & Phased Direction
Strong, Clear Communication
Cross-Organizational Synchronization
Actionable, Measurable Plans
Accessibility & Interconnectivity
Virtual Collaboration
Reusable Content & Templates
Replicable Processes
Learning Culture

Essential!
Allocate physical space and schedule dedicated time that frees you to focus strategically: Reading, learning, testing, researching, measuring and thinking to position yourself proactively – not reactively.
Daily, Weekly, Monthly and Annually!

6. Develop Your “Super Senses”
What unique capabilities/core competencies do you have?
Product
Features
Service
Market
Angle
Application/Use
Other

*Original Reference: Wikipedia

Embrace what you do
BEST.

7. Get Some Super Tools
Think of them as strategic extensions of your business, not “Marketing Tools”

Why?
Broaden Your Reach
Improve Performance
Enhance Offerings/Service
Provide New Capabilities
Drive Competitive Edge
Tell a More Powerful Story
Diffuse Direct Attacks
Build Relationships & Leads
Highly Cost Effective

Strategic Extensions of the Business
Food Trucks
Meet Twitter
Best Buy’s Twelpforce
19,600 inquiries
2,300 agents
4/1 positive sentiment
Bacon Salt
Facebook Ads
Fan Page
Oprah
Ramon DeLeon
Dominoes Pizza
Mobile
Web
Twitter
Facebook
Integrated into
Traditional media
Changed the
Company!
Rug & Relic
Facebook Page & Ads
First time FB sale 10x higher
Sentiment, engagement
Global reach
Loyal Audience
FB helps them catch a thief!
CDW
B2B
Employee Discounts
Partner Program

Important Digital Channels for SMBs in 2010
CHANNEL A FEW EXAMPLES
Web Site (Integrated with social platforms)
Virtual Communities Facebook, Linked In, Speciality & Other
Blog Word Press, Posterous
Micro Blogging Twitter
Experience Review Sites Angie’s List, Yelp.com, Get Satisfaction
Geo-locational “ Finders” Foursquare, Loopt,
Mobile (Make sure your web site is mobile friendly)

A Few Helpful Tools for 2010
TOOLS EXAMPLES
Smart Phone iPhone, Droid
Digital Video Camera Flip HD Ultra, Kodak ZI8
Web Conferencing/ Meetings GotoMeeting, GotoWebinar
“Widgets” Survey Monkey, Etc.
“Cloud-Based” Services Flickr, YouTube, Google Docs, Etc.
Social Media Management Google Reader, Tweedeck,
Co-Tweet, Friend or Follow, Social Mention, Klout and a host of others too long to review.

VALUE.
It’s about providing

8. Beware of Pitfalls
Analysis Paralysis
Lack of Strategic Focus
Biting Off More Than You Can Chew
Wheel Spinning
Status Quo Mentality
Ignoring Customer Experience

Customer Experience Pitfalls
Way Finding.Clear the way, light the path, use signage and visual cues to make it easy and intuitive for people to complete needed tasks (find, buy, get help, pay, etc.)
Dead ends. Steer clear of conversations that leave customers with no outlet for resolution or a sense of “unfinished business”
Roadblocks. Clear obstacles from the customer’s path that prevent them from taking the “next step.” Remove barriers to entry, discovery interaction and transaction
Detours. Proactively anticipate, direct and respond to help customers stay the course, and avoid driving them to the competition
Loops. Check the logic of your interaction and dialog sequences - within and across programs. Identify dynamics that have the potential to run customers in circles. Fix problems!
Rough Terrain. Asking too much of customers can establish barriers to entry that negatively impact results. Smooth the path to ensure customers feel like coming back.
Hazardous Drop-offs. Never leave the customer cold or damage relationships with a lack of follow-through. This is especially predominant in the post-service realm.
Merges. It’s important to ensure the relationship between transactions, programs and offerings clearly presented and seamlessly offered across channels.
Access & Exits. Make it intuitive for a customer to find you, access transactional information, products and services. Make it easy for any customer to engage, disengage and reengage with appropriate ease.

9. Neutralize Your Nemeses.

Know Your Enemies
The Enemies Within
Apathy
Change Resistance
Task-Focus
Perpetual Reactive Mode
Silo-driven execution
“Not My Job” mentality
“Inside Out” Focus
Lack of empowerment
Lack of ownership
Lack of Integration
Lack of executive support
Lack of resourcing
Rampant self interest
Poor Behavior
The External Enemies
Brand Detractors
Ruthless Competitors
The Economy
Misinformation
Media Bias
Lack of Awareness
Bad Counsel
Hackers

10. Respond Rapidly & Efficiently
Proactive, not reactive
Negative feedback = opportunity for gracious response
Based on planning, policies and standards
Based on cross-organizational communication
Don’t get caught in analysis paralysis
You don’t have to be perfect, just honest and fair

Take Care of People & Brand Takes Care of Itself

The One Question to Ask Yourself
Kathy Sierra

What Super Powers Do You Give Your Customers?

Power
Prestige
Exclusive Access
Freedom
Flexibility
Simplicity
Creativity
Power
Interoperability
Speed
Flow
Energy
Focus
Drive
Escape
Work Space

It’s about making people feel
SUPER!

Which leads to this!

Winning in 2010

Summary: 2010 is the Year to Focus On
Building New Marketing Muscle
Showcasing Your Super Strengths
Improving & Extending with Super Tools
Empowering Prospects & Customers
Delivering a Super Experience

!
Ready, Set,
!
GO!
!

10 Things To Do in the Next Month
Buy a Smart Phone and sign up for text and web access
iPhone or Droid, preferable
Kill your television and read some Super books
A few recommendations: Groundswell, Reality Check, The New Influencers, The New Rules for Marketing and PR, Trust Agents , Tribes and The Digital Handshake
Watch Common Craft’s FREE videos explaining social media
Social Media, Social Networking, Bookmarking, RSS, Twitter, Twitter Search, Podcasting and others!
Sign up for Google Reader and put RSS to work for you (see above)
MPDaily Fix & Fix Author Blogs (like me!), Jeremiah Owyang, David Armano, Tom Peters, Guy Kawasaki, Mack Collier, Beth Harte, Valeria Maltoni, Church of the Customer, Brian Solis, Jason Falls, Seth Godin, Mashable, Hubspot, WOMMA, Social Media Today, Tech Crunch, Inside Facebook and many others you will quickly find.
Spend time with your customers and ask some probing questions
How is the experience we offer? What can be better? Where do you want to see and interact with us? Do you use Twitter, Facebook, You Tube? What Can I Improve?

10 Things To Do in the Next Month
Target three experience pitfalls and develop a plan to remedy them
E.g. Poor Front-Office Service, Poor Integration between Marketing and Customer Service Team, Service Issues, Accessibility
Pick three digital channels or tools you will focus on for 2010
Twitter, Facebook, You Tube, Web Conferencing
Start learning about them actively
Think through the implications of participation
Sign up for one new channel and start engaging
Find some smart people (see RSS list to start!) and look for your target customers!
Print out this document and review it again
(If nothing else, the action figures are entertaining)
Contact me if you get stuck!
Google Me!
www.livepath.net
@livepath on Twitter

WOOT!
SM
Demands & Expectations
2010
You

Thank You!
Action figures by Marvel , Mattel and DC Comics
Leigh Durst
leigh(at)livepath(dot)net
www.LivePath.net
@livepath
Ann Handley
www.marketingprofs.com
@marketingprofs
www.gotomeeting.com/corp
Gotomeeting(at)citrixonline(dot)com
@gotowebinar

Learn More About the Super Powers of Webinars
Give us a call
1-800-372-6207
Send us an email
gotomeeting@citrixonline.com
Visit our Website
www.gotomeeting.com/corp
Connect with us on Twitter
@gotowebinar

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SMB Superheroes: Winning in 2010

by Leigh Duncan-Durst on Jan 20, 2010

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SMB Superheroes: Winning in 2010 — Presentation Transcript