How Prepared Are We for Customer 2.0? by Juliann Grant, Telesian Technology


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How Prepared Are We for Customer 2.0?
By Juliann Grant, Telesian Technology

Customer 2.0 is calling! We have become so enamored with and caught up in the technology of Web 2.0, our PDA's, gadgets, and widgets that keep us connected and alive 24 hours a day to those around the world, that we forget at the core of it all, it must still be all about the customer.

We must not only use the timeliness and power of social media to broadcast our message to customers, but we need to use it to listen in order to learn what our customers are saying to each other and about us. The web have given customers immediate and almost limitless access to information on companies, products, and people, and realize it or not, we may not even be in the conversation! This is truly moving the "traditional" marketing and sales function towards irrelevance. We must realize that Customer 2.0 is embracing the "buying cycle" on their terms and no longer needs to wait on the "sales cycle".

The typical buyer is savvy, knowledgeable, and smart. Customer 2.0 demands that their web experience be fun, interactive, and social. They value professionalism over glitz. They want substance, not flash. They look to their peers to see what they are buying and want to do the same because they trust their experience. They talk to each other and in real time. Your misstep today is not only tomorrow's news, it is today's news as well.

How do we do this in the Automation and Engineering industry? We’re going to find out through with survey to uncover how well we are engaging with Customer 2.0. Do we speak their language? Are we connecting with them on their terms?

In this presentation, we will show how social media and the power of the web can be used to embrace Customer 2.0 in a meaningful, beneficial dialog that will help drive sales. A combination of case studies, customer interviews, surveys, and real social media encounters will be used to illustrate the power of the "new media" in marketing to Customer 2.0.

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How Prepared Are We for Customer 2.0? by Juliann Grant, Telesian Technology

  1. 1. How Prepared Are We ForCustomer 2.0?<br />September 9, 2011<br />Juliann Grant Gary Wagner<br />Telesian Technology Ophir-Spiricon<br />
  2. 2. Today’s Approach<br />Challenges of Customer 2.0<br />Explore social media’s affect in how our buyers research products/services<br />Discuss survey & results<br />Survey Insights <br />Where are the opportunities?<br />Conclusions<br />Case in point: OphirSpiricon – Open discussion<br />
  3. 3. Challenges in Buy Cycle<br />Buyers’ Time is Extremely Valuable<br />Working avg 46 hrs/week<br />24% of buyers’ time is spent on post-purchase IT product or solution-related activities<br />Must optimize their time and your value<br />Buy teams getting bigger<br />On average, 4-5 people are involved in influencing short list and making the purchase decision<br />Vendor Information is of High Importance to Tech Buyers<br />22% of Tech buyers value product demos and proof of concepts the most.<br />Buyers Wish to Reduce Their Buying Cycle Length by 40%<br />
  4. 4.
  5. 5. 5<br />More Challenges<br />Buyers’ purchasing budgets smaller too<br />How do we most efficiently approach shrinking markets?<br />Shift from print to electronic media marketing<br />How do we leap into relevant, timely brand messages using new approaches without faltering?<br />Evaluating the effectiveness of marketing programs<br />How can we measure effectiveness? <br />Are we giving buyers what they want?<br />
  6. 6. 6<br />What are Buyers Doing Now?<br />Are they using social media for research? <br />What do they prefer?<br />Buyer Survey in July 2011:<br />8 multiple choice questions<br />Option to add comments<br />Survey emails sent to over 300 end-users of Automation equipment, instrumentation, devices, hardware, and software<br />>70 completed surveys<br />Non-commercial, positively framed survey<br />Results are consistent and useful<br />
  7. 7. Survey Results<br />
  8. 8. What social media network do you use the most (for any reason)?<br />
  9. 9. If you use Facebook, do you use primarily for:<br />
  10. 10. Insights<br />LinkedIn still strongest social network for engineers<br />How are you using it? Are you leveraging that opportunity?<br />Facebook mostly used for personal – no surprise<br />Twitter adoption still slow <br />Requires more time to develop a network and techniques to participate<br />More brands participating than ever before<br />31 percent of consumers follow between one and five brands on Twitter<br />47 percent follow a company on Twitter because it has interesting tweets. <br />Other reasons: getting discounts, participating in contests and speaking with customer service (<br />Google+ a network to watch <br />Not clear how business/brands will be accepted<br />
  11. 11. Which avenues do you pursue for product research? <br />INSIGHTS:<br /><ul><li>Customer 2.0 still approaching research business as usual
  12. 12. With Google leading the way
  13. 13. Personal contact still leading ahead of social media
  14. 14. Trade shows holding strong
  15. 15. Blogs growing as a resource</li></li></ul><li>Rank your biggest challenges with using social media for product research (Rank from 1 to 6, 1 biggest, 6 least)<br />
  16. 16. Information Overload<br />Big challenge<br />Not so big a challenge<br />
  17. 17. Best Source of Information<br />Are we making it easy for our buyers <br />to find OUR information?<br />Big challenge<br />Not so big a challenge<br />
  18. 18. Trusted Sources<br />Whoa…<br />What’s happening here?<br />Big challenge<br />Not so big a challenge<br />
  19. 19. Perceived Value<br />Is it because they don’t know who to trust or <br />where to find us? <br />Big challenge<br />Not so big a challenge<br />
  20. 20. Social Sites Blocked at Work<br />Or because they cannot access the info? Likely not<br />Big challenge<br />Not so big a challenge<br />
  21. 21. Don’t Use Social Media for Research?<br />Why?<br /> Because of the other challenges? Or die hard Googler’s?<br />Big challenge<br />Not so big a challenge<br />
  22. 22. But Whose Fault Is It?<br />
  23. 23. Insights<br />It’s them, right? They don’t use social media for research…. <br />Maybe because:<br />We’re not making it easy to find us in social media circles – even the ones they do participate in - LinkedIn<br />We’re not building trust through our content<br />We are not helping build value or providing the best source of information to help them…<br />
  24. 24. When you are looking for a specific product, how often do you sign up/opt-in?<br />
  25. 25. If you do opt-in, what are the decision factors for doing so?<br />Other comments:<br /><ul><li>Enjoy receiving new information as it becomes available, but like to be able to make categorical/frequency selections of what I receive.
  26. 26. Vendor does not allow any other choice
  27. 27. Never: SPAM SPAM SPAM!
  28. 28. If there is a possibility the information could be useful in other circumstances
  29. 29. Don't use social media for searches</li></li></ul><li>What type of medium have you used to research product or service information:<br />Other comments:<br /><ul><li>Used all six listed at some time or another, but prefer either Vendor-specific or general events
  30. 30. Call sales rep
  31. 31. Find operating manuals on line
  32. 32. Online Manuals and Drawings
  33. 33. Manufacturers catalogs, manuals, specifications</li></li></ul><li>When was the last time you unsubscribed to something product/service related?<br />
  34. 34. Why did you unsubscribe?<br />
  35. 35. Key Insights<br />Buyers are very fickle, they want what they want<br />Need to a better job developing targeted content<br />Find a way to let buyers self-select what they want<br />Need to find ways to engage without overselling<br />They still want contact with sales<br />Changes in behavior are slow, and will depend on how you deliver valuable information<br />
  36. 36. Survey Participants<br />
  37. 37. Opportunities<br />Listening!<br />Tune into what is being discussed<br /> By showing buyers that you are paying attention will go a long way to building trust, perceived value and becoming a trusted source<br />What areas can Listening affect in marketing and sales?<br />
  38. 38.
  39. 39. So, what’s the problem then?<br />
  40. 40.
  41. 41.
  42. 42. Opportunities<br />
  43. 43. How to Listen<br />Google RSS Feeds and Alerts<br />
  44. 44. How to Listen<br />Twitter Searches<br />
  45. 45. LinkedIn<br />
  46. 46. Blogs<br />It’s not just about<br />writing any more<br />Micro<br />blog<br />Photo<br />Share<br />RSS<br />Key<br />Social <br />Media<br />Components<br />Video <br />Share<br />Widgets<br />Podcasts<br />Events<br />Message<br />Boards<br />Chat<br />
  47. 47. What to Content Create?<br />What do we know that’s of real value to prospects and customers?<br />What are our areas of distinctive expertise?<br />How can we show/demonstrate/illustrate our best ideas?<br />What lasting impression do we want to make on readers? What action do we want them to take?<br />Can we speak the right language?<br />
  48. 48. Map Current Content to Buy Cycle<br />
  49. 49. Blogging<br />Most promising social vehicle we have<br />Bridge the gap between building trust and value for your buyers<br />Serves as a foundation for other social media efforts<br />Ideal for search engines – buyers will find you<br />Blogging can convert into sales<br />
  50. 50. Blogging: Frame the Debate<br />Blatant self-promotion is a no-no, but you don’t need to be 100% neutral<br />Define the subject matter such that it’s favorable to your strengths<br />Arguments are not won by logic and evidence, they are won by the side that sets the context for the debate.<br />Don’t name your product or your competitor. Refer to product/service categories/applications.<br />As you compose your content, always lead the reader to conclusions…features and benefits that play to your strengths<br />
  51. 51. Blogging Style Tips<br />Keep It Short and Sweet.<br />Write a good headline.<br />Tell a story.<br />People love lists “5 ways….” “10 Things” – it has clear takeaways.<br />Let your personality shine through writing style.<br />Write about your personal life experiences.<br />Don’t publish your first draft. Cut it down, and then cut it down again.<br />Ask yourself Who/Why Care<br />Share links from outside of Intranet.<br />Be funny or share funny things, cartoons, videos, lighten it up.<br />Be provocative. If something riles you up, write about it and why it did.<br />Include an image or other media if possible to make it more interesting.<br />Break up long text paragraphs with headlines and bullets.<br />
  52. 52. To cross the finish line…<br />Help buyers adapt to the shift in how information is distributed<br />Be where they are<br />Begin to integrate social media more tightly with marketing and sales efforts<br />Plan resources, budget<br />Implement listening tools<br />Be the “go-to” brand for your area of expertise<br />Build content to serve all stages of the buy cycle<br />Be willing to experiment <br />Adapt your message and tone for various needs<br />
  53. 53. Exercise<br />Write a first paragraph for a blog post on a new product/project you are working on<br />Then write a 140 character Twitter lead in<br />
  54. 54. Case in Point:Ophir-Spiricon<br />Gary Wagner,<br /> President<br />
  55. 55. Questions to Explore<br />What shifts have you noticed in buying patterns in last two years?<br />How do you use social media in your overall business strategy?<br />How do you measure success in social media?<br />Has it affected marketing and sales strategies/tactics? If yes, how?<br />What are the most successful marketing content tactics that you use?<br />What content produces the best conversions digitally?<br />What social media tactic has been the most effective?<br />
  56. 56.
  57. 57. Q&A<br />Thank you for your time<br />Contact: Contact:<br />Juliann Grant Gary Wagner<br /><br />Twitter:<br />LinkedIn:<br />