Networks, Signals, Reputation, and Delight: Emerging keys to sales and marketing success in an always on, attention scarce, information rich world

NETWORKS SIGNALS REPUTATION & DELIGHTEmerging keys to sales and marketing successin an always on, attention scarce, information rich worldBrian VellmurePrincipal / FounderInitium LLChttp://www.brianvellmure.comhttp://www.twitter.com/CRMStrategies

Brian Vellmure @CRMStrategies brianvellmure.com

"If I had to name the single characteristicshared by all the truly successful people Ivemet over a lifetime, Id say it is theability to create and nurture anetwork of contacts.” – Harvey Mackay

Andrew “Here lies a man who knew how to enlist the service of better men than himself."

Difference = Hyperspeed• Opportunity is now exponential

Exponential number of networks to joinOver 800,000 Groups & growing exponentially Source: Meetup.com March 2011 Source: LinkedIn March 2011 OCT 2009: 52 million Groups FEB 2010: 620 million Groups Source: www.allfacebook.com

The Formation of Social Graphs

Flip the Limit- Be part of everyone’s 150

Era of Human DigitizationPortrait byPopeye Francom

“Its the place where tens of millions of people turn to freely share their thoughts with theworld— and where hundreds millions more go to read those thoughts”- Evan Williams, Serial Entrepreneur, Founder of Twitter & Pyra Labs (discussing Blogger)

“Every two days now we create as much informationas we did from the dawn of civilization up until 2003”- Eric Schmidt, Co-Founder of Google

Open (Signal) Sharing Networks

The Big Dropoff It’s theThe second circle is what matters 3rd Circle that makes you a HIT! Most content dies here

Your new mantra:

Are Do this too: You Listening?Your prospects & customers are also: searching sharing creating engagingAsking questions that you can answer…

The Semantic Web (Web 3.0) holds the potential of taking all of this content and automatically connecting it (and you) with potential partners, customers, prospects, employees …Based on your networks your signals your reputationCredit: iphones.ru

Character is a tree, reputation is its shadow - Abraham Lincoln

We don’t want 7,700,000 results

Emergence of reputation and influence scores

Reputation: Community Badges User Badges – Verizon Community (Lithium)

Still a long way to go…But the roadmap has been charted

More than85%of consumerssaid they wouldPAY A PREMIUM of up to 25% for aSuperior Customer Experience.Source: RightNow Technologies Customer Experience Impact Report

Americans will spend9% morewith companies thatprovide excellent servicebut 2/3 feel companiesaren’t doing enoughto EARN their business Source: 2010 American Express Global Customer Service Barometer

Customers looking to be delighted This years results make it clear that delight is now the critical brand differentiator and most important driver of engagement and loyalty,“ stresses Robert Passikoff, founder and president of the Brand Keys consultancy. "Mere brand satisfaction has never been more cost-of-entry. Consumers already know the brands. They know what they do and they know what theyre willing to pay for them. Now, theyre looking to be delighted."Source: 2011 Brand Keys Customer Loyalty Index

Know (or learn) what your customers desire most

Do somethingremarkable

Post SaleDelight:ThePatagoniaJacket Story

Post Sale Delight. Unexpected Delight for my wife’s birthday

Your customers have: “Too ma-nee choi-ces…”

Reputationand Ranking Reputation and RankingReputationand RankingReputationand RankingReputationand Ranking 93% of B2B buyers useReputation search to begin the buying process.and Ranking Source: MarketoReputation 80% of IT decision makers sayand Ranking word of mouth is their most important source when making buying decisionsReputation Source: Marketoand Ranking 90% of business buyers sayReputation when they’re ready to buy, they’ll find youand Ranking Source: DemandGen Report (SocialRank, PeopleRank, HumanRank) Rank by Brian Vellmure @CRMStrategies

Who recommends content matters

TheMessengeris becomingas importantas the message

Grows existing network DelightReputation THE NETWORK 2nd Circle 3rd Circle Signals Individuals Groups Networks, Signals, Reputation & Delight by Brian Vellmure @CRMStrategies

Networks, Signals, Reputation & Delightby Brian Vellmure @CRMStrategies

NETWORKS SIGNALS REPUTATION & DELIGHT ARE THEEmerging keys to sales and marketing successin an always on, attention scarce, information rich world

Brian VellmurePrincipal / FounderInitium LLChttp://www.brianvellmure.comhttp://www.twitter.com/CRMStrategies

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Networks, Signals, Reputation, and Delight: Emerging keys to sales and marketing success in an always on, attention scarce, information rich world

by Brian Vellmure on Apr 06, 2011

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Networks, Signals, Reputation, and Delight: Emerging keys to sales and marketing success in an always on, attention scarce, information rich world — Presentation Transcript