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SMB Superheroes:  Winning in 2010

SMB Superheroes: Winning in 2010



Leigh Durst challenges small-to-mid sized businesses to embrace the shift from traditional to tradigital business. Review 10 Super characteristics that will create business superheroes in 2010. Learn ...

Leigh Durst challenges small-to-mid sized businesses to embrace the shift from traditional to tradigital business. Review 10 Super characteristics that will create business superheroes in 2010. Learn the single most important question you need to ask your customers in order to focus yourself to win affinity. You'll walk away with 10 action steps you can take in the next month to gain traction and build Super Muscle.



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  • Well I’d like to start by wishing everyone a Happy New Year I think all of us will attest that 2009 was a tough year. Many companies have been hit hard by recession, many reduced budgets, froze headcount and some laid off.If you made it through unscathed, I hope you find yourself stronger, leaner and better than you were before – even if you feel a bit battle scarred, and maybe apprehensive about the future.Many small business owners, executives and marketers find themselves feeling that way – a bit like the person in this diagram – trying to get on top of things.It doesn’t help any that 2009 was a year of unsurpassed social media explosion, and while the tools are positioned by many as “free” they come with a distinct set of costs with regard to time and investment that may not have been anticipated by your organization.As a result, many of us are facing a lot more pressure to do more with less, and getting on top of the demands and expectations we – and our superiors may place on us can be stressful.But when we really look back on 2009, it was kind of an amazing year.The opportunities available to us as individuals, and as business people are unprecedented.My hope with this presentation is to help you get a little LEVERAGE on your year… It’ll be a year of doing more with less…working smarter, and a little harder… and I also believe that for each one of us…
  • 2010 is also the year for decision. As you face the onslaught you must decide
  • Whether you
  • Hasn’t been for some time
  • It’s about earning the affinity of people… and that takes time, and touch and hard work… It’s not about traditional marketing any more because everything has shifted.And if we were to summarize this, it may just look like this:
  • It used to be about targeting customers, preaching our message and getting them to trust usIn the era of Enron, Madoff and others – there’s less trust for companies- and more trust for people.Today, it’s about joining people in conversation, serving people and motiviating PEOPLE to share their enthusiasm for our brands AND driving them to DESIRED outcomes.Our messages used to be distributed through limited channels over which we had more control…Now there are hundreds of customer access points an the dialog is participative, and organic… These channels must be integrated so our experiences are seamlessbecause today, experience creates the brand and if your experience sucks, so do you.And that means you’ve got to be working in synchronization with the rest of the company to deliver good experience.That means true integration…..And the professionally generated content that used to be classified and presented in structures we defined…Is now RICH – with audio, video and animation… it’s threaded – immersive…And it’s PARTICIPATIVE… our fans are contributing content like never beforeSome of it’s good- some not so goodAnd they tag, rate, classify our content in ways we might not have imagined.Consider COKE - they classify it as liquid refreshment… but you can also find it referenced as a great toilet bowl cleaner, and Coca Cola doesn’t have much of a say in that.Finally, at a practical level, today’s marketing is more TECHNICAL…. AND much more SERVICE focused.
  • I’ll offer four short words here
  • This is going on…It’s a bunny explosion
  • And then there’s
  • I searched the web for a suitable definition of social media, and couldn’t find one I liked, so I wrote one.……Social Media Technologies also allow people to easily distributetext, voice, images, links and video, in real-time or near-time, across a number of networked devices
  • It took over 75 YEARS to get to 90% saturation with the telephone in the USAccording to this chart, it took about 25 years to get to the same place with the cellular phoneIn parallel – Look at the curve for 90% on the automobile…Adoption curves are getting much shorter – and I wish this graphic went longer but it doesn’t just one of the better visuals I’ve seen.
  • CONVERGENCESo, we have all these interconnected devices that do more than one thing now. Your TV can surf the web, grab videos on demand and check you out of your hotel …Your iPod Touch can do multiplayer gaming connect with other iPods and iPhonesAnd speaking of phones The mobile phone is a perfect example.I would guess that 99% of you have one of these and that right at this moment, you know exactly where it is.It’s not just your phone, but email, a gameboy, your key, a virtual wallet, your rolodex, a music player and even a video player.It connects with all kinds of the aforementioned apps and tools – in addition to your email, your bank and other key sites
  • 2/3 in the global community, according to Nielsen
  • Time spent on social networks is growing at three times the overall internet average, accounting for about 10% of all internet time useNielsen, Global Faces & Networked Places, 2009
  • 5 BILLION minutes spent on Facebook every day1 BILLION piecesd of unique content shared on Facebook every minuteInside Facebook stats –Facebook has been growing very rapidly amongst women and people over 30 in the US, and it has been absolutely exploding internationally (January highlights).45% of Facebook’s US audience is now 26 years old or older. (Fall 2009 data – inside Facebook)
  • You Tube - #2 search engine in the world1,000,000 videos viewed on you tube per day (Facebook – Fall 2009 stats)15 hours of video are uploaded to You Tube every 15 minutesIt would take more than 412 YEARS to review every video on You Tube
  • In contrast, there are only slightly under6 Billion 800 Million people on the planet today. Roughly .6 photos per person on the planet…Number of photos will soon surpass the global population.
  • Not sure how many of you saw this over the AP Wire on the News… You can find it on You Tube…It was pretty cute.More than 20 million people visit at least one online dating service a month. (Online Dating Magazine - 2007)40 million americans uses online dating services48% of breakups occur over emailCULTURAL SHIFT
  • All of this points to the era of “ME 2.0” where these sites, tools, gadgets and devices are extensions of PEOPLE…reaching out… to connect with youWhether you are B2B, or B2C
  • We still use signsWe still have the radio – only now, we have podcasting, pandora and webcasting.We do still have print – many more books now than ever in our history – but we also have kindle and ebooks and online newspapers.The web is rich with video – and our TIVO can be controlled through the web while connected to a satellite or cable network.The technologies mature, multiply and interconnect – BUT the dynamics of communication, relationship building and the fundamentals of creating a good customer experience don’t change! So if our focus is on these communication dynamics and our customers and their needs, we can be great even in the midst of change.It’s actually pretty cool.
  • Getting your head around it can be overwhelming. If we’re smart, we will do our best keep up – not just because these advancements can make us better at our jobs, improve our businesses and create better, more satisfying experiences for customers.We can’t just go around doing the same thing we always have and expect the same results – because it won’t workOur culture, the way we think and consume information is changing in front of our eyes.Keeping up is better than the alternative
  • Keeping up is better than the alternative. Facing extinction is not a good place to be in today’s economy.We must do our best to keep up at a level that is slightly AHEAD of our customers…If nothing else, fear should be an important motivator here.
  • So let’s dig into 10 supertraits that will help you succeed in 2010
  • Superman battled with his call at a young age…Remember at one point, he gave up his superpowers for Lois…You will battle the mediocreYou may have to become Super aloneYou will be working harderYou must decide whether to embrace this callYou must decide whether it will be worth it.
  • This is, very simply put, about being available, responding to people, serving their needs, and having the right culture – inside (learning, growing) and outside (customer focus)
  • Simple formula.The Brand IS as the brand does.You are the some outcome of your actions and so is your company
  • 2010 will be as much about corporate policies and actions as it will about traditional brand management. The costume is the packaging and the promise – but the hero must live up to that.You can put a 90 lb. weakling in a super suit – but you’re not going to convince anyone he is Superman unless he stops a train with his bare, bony hands.In the same manner we must remember that negative customer experience SOILS and TEARS at our brands.There’s LOTS of hype in branding about two things today.. TRANSPARENCY and AUTHENTICITYI want to address them because I feel they are inherently misleading.
  • Transparency is an illusion. It’s like having people over for dinner and putting your junk in a back room or closet. We all do it. We all have stuff we don’t want people to see.While the new digital media channels create an increased level of transparency – about your discussions, policies, etc., you do NOT have to be totally open kimono. In fact, I would discourage it. In following the super hero example, Every superhero has an assumed identityThey don’t show everything as either personaThey are always personable … but always professional They know how to protect areas of vulnerability This is how your business should approach new media. Now, you’ve probably heard “Authenticity” as an admonishment and buzzword to. Next, I may scream if I hear someone else preaching for us to “BE AUTHENTIC.” This term always makes me wince, because I DO see a lot of authenticity in new marketing,
  • You’veprobably seen it, too … and we can all attest that it’s it’s NOT all good! There are PLENTY of authentically bad companies and personae out there…We don’t need more authentically BAD.BE AUTHENTIC – for many companies isn’t good enough.Focus on being honest, open and PERSONABLE while maintaining that PROFESSIONAL undercurrent that speaks to your brand and business.
  • Because in the end the winners are all authentically good.
  • Batman was the king of backup. He had faithful butler, Alfred Pennyworth, his sidekick, Robin and Bat Girl… Alfred managed ops at the Bat Cave and made a lot of the team’s gadgets.What do you look for?!Bright, Motivated EmployeesReputable AgenciesTrustworthy Consultants, Designers, Web DevelopersLegal CounselStrong AccountantGood Technical SupportALSO Consider UsingVirtual Communities e.g. Mprofs…there’s so much good content on the web that can provide you with the backup education and knowledge you need.
  • This is especially true with regard to social media. There are a ton of people offering follow schemes, bogus certifications and making all kinds of promises and charging a good deal for it. I wrote an article on my blog called ‘Don’t be social media Shark Bait” and I described some of the predators to look out forI’d rather focus on the positive here
  • Here’s what you want to look for when you look for external support.It’s not about TALK and NUMBERS Look at their overall presence – who they talk to – what they talk about and what others say about themLook for word of mouth and client referencesLook for humility – share failure, learning, experiencesGo use the stuff they’ve createdTry to find partners that will roll up their sleeves and get dirty when needed.
  • BATCAVE was important for these reasonsThink of mIssion – plan – control as your process. Don’t mistake a pretty power point with a plan – In too many companies often just a list of stuff you want to doA good plan will unite the organization, ignite collaboration and support cross organizational communication and collaborationNow we can talk about planning all day if we want, but we don’t have time for that.
  • Sufficed to say, it’s essential to create an actionable, measurable plan that clearly specifies your goal and objectives, strategies, tactics and metrics that will support those objectives. Check out Beth Harte’s recent posts on planning on the MP Daily Fix Blog or her presentation on Social Media ROI on Slideshare.IN SHORT … Chances are, if you are seeing these symptoms in your organization there are some problems with the strategy, executive championship and organizational alignment (among other things)Getting yourself positioned to succeed in 2010 requires the following:

SMB Superheroes:  Winning in 2010 SMB Superheroes: Winning in 2010 Presentation Transcript

  • SMB Super Powers
    How to Succeed in 2010
    U.S. #: 1-877-739 -903
    Phone Code: 440138719
    Audio options
    Listen using your computer speakers or dial in by phone:
  • (Super Introduction)
    Ann Handley
    Leigh Durst
  • !!!!!
    Demands & Expectations
  • It’s time to
  • 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
    • 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.
  • Proliferation Technology Adoption Convergence Cultural Change
  • cloud computing
    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
  • !
    One thing to remember
  • One medium of communication has never totally replaced another
  • Media matures, multiplies & interconnects.
  • No Food.
    Lousy Pay.
  • So, we must
  • 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”
    Response Time
    Social Media
    Handling Negative Feedback
    Skills Growth
    Technology Education
    Customer Centricity
  • (Remember, Super Is as Super Does)
  • 3. Dress to Impress
    Costume = Packaging & Promise
    Brand Identity
    Call to Action
    Hero = Company Actions & Service
  • On “True Identity” and Transparency
    Transparency is an illusion
    Personable, but always professional
    Protect your “sensitive underbelly”
  • Authentic isn’t always 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.
  • Look for Demonstrated Strength
    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
  • 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
  • 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?
  • *Original Reference: Wikipedia
  • Embrace what you do
  • 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
    Ramon DeLeon
    Dominoes Pizza
    Integrated into
    Traditional media
    Changed the
    Rug & Relic
    Facebook Page & Ads
    First time FB sale 10x higher
    Sentiment, engagement
    Global reach
    Loyal Audience
    FB helps them catch a thief!
    Employee Discounts
    Partner Program
  • Important Digital Channels for SMBs in 2010
    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
    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
    Change Resistance
    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
    Media Bias
    Lack of Awareness
    Bad Counsel
  • 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
    Exclusive Access
    Work Space
  • It’s about making people feel
  • 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,
  • 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!
    @livepath on Twitter
  • WOOT!
    Demands & Expectations
  • Thank You!
    Action figures by Marvel , Mattel and DC Comics
    Leigh Durst
    Ann Handley
  • Learn More About the Super Powers of Webinars
    Give us a call
    Send us an email
    Visit our Website
    Connect with us on Twitter