Engaging And Empowering Your Customers

ENGAGING & EMPOWERING YOUR CUSTOMERS PRESENTED BY James Burnes VP Strategy

GOOD morning!

Let’s Start With Some Exercise

There’s a secret word!

In 3 minutes introduce yourself to at least 3 people whom you’ve never met.

If you know the secret word, please pass it along

Go!

What’s the secret word?

EXPERIENCE Customers want an

EXPERIENCE Customers want to share their with others!

WHAT YOU SHOULD LEAVE WITH TODAY

Why interaction and engagement is a necessary part of our 24/7 economy (theory!)

How to interact with consumers to build transparency, trust and loyalty. (strategy)

What are fundamentals and best practices in creating an online presence through social media (like Facebook, blogs, discussion forums, Twitter, etc.) (tactics)

How to build a more valuable client and prospect database. (tactics)

SURVEY SAYS

& PASSIONS! WHICH MUST MEAN…

You have a few fans!

Who will do anything to show their support! (almost)

And a few who are not!

EXPERIENCE It depends on their

Control what people see

Customers Agree You Stink!

Everyone has a voice

I just had the most awesome experience! You should go there asap!

INFORMATION AGE

INTERCONNECTED AGE

“ The rate of internal change must be greater than the rate of external change, or the company will fall behind” - Jack Welch

Our future customers are surrounded by influencers

Social Media Has Shifted Who People Trust To Influence Their Decisions Source: Nielsen Global Online Consumer Survey, April 2009 Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g. newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Billboards / outdoor advertising 55% Radio 55% Emails signed up for 54% Search engine results ads 41%

The More You Connect, The More Opportunities for Business YOU

The More Connected Your Customers Are, The Faster The World Learns About You YOU

EXPERIENCE People share an immediately

engaged customers + active network = influence experience +

Questions? Next: Strategy

Our customers become our… brainstorming group

Our customers become our… focus group

Our customers become our… testing team

Our customers become our… marketing dept.

Our customers become our… sales force

Our customers become our… corporate recruiter

Our customers become our… brand ambassadors

Our customers become our… graphic designers

Our customers become our… fundraisers

Build-A-Strategy Checklist

What are our business goals?

Who is our audience?

What is our competition doing?

What does our current customer database look like?

What defines our most passionate customers?

What experiences do I have today?

What new experiences can I create?

Where are our customers?

I Insert your company here! because ____________________

EXPERIENCE People want you to react when they share the you gave them!

You paid attention to me!

You value me!

You listened to me!

Where should we be?

We should be here… (but not necessarily all at once!)

Questions? Next: Tactics

LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE LISTEN LISTEN LISTEN LISTEN LISTE

What do we listen for?

Company Name & Products

Keywords

Competitors

Influencers

Employees/leadership

Industry topics

BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF BRAND YOURSELF

mystarbucksidea.com

Easy to submit

Voting system Up/down

In one year

70,000 ideas

Great ideas Promos and Products

Feedback they need to hear

94 implemented 56 under review Some had over 50,000 points

EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES

Respond to our customers'... ...passions

Respond to our employees'... ...passions

And bring the two... ...together

Give them lots of... ...resources

Encourage them to… ...share

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