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Engage Your Customers or Die


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A presentation done for the Charlotte AMA talking about the opportunities and challenges that face marketers when it comes to online marketing and reputation/brand monitoring.

A presentation done for the Charlotte AMA talking about the opportunities and challenges that face marketers when it comes to online marketing and reputation/brand monitoring.

Published in: Business, Technology

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  • 1. Engage Your Customers or Die Bridging the Gap between the Marketers and the Market
  • 2. 76% don’t believe companies tell the truth in advertisements (Yankelovich 2006) 68% trust other people “like themselves” up from 22% in 2003 (Edelman Trust Barometer) Consumers don’t Trust us
  • 3. Technology Enables People are Empowered
    • Share & Communicate
    • Blogs
    • Chat Rooms
    • Discussion Boards
    • Email
    • Social Bookmarking
    • Rating/Referrals
    • Shut out Marketers
    • Tivo/DVR
    • On-demand Cable
    • Satellite Radio
    • Pop-up Blockers
    • Plugins
    • Widgets
  • 4. 100 million+ blogs 120,000 new blogs created today 1.4 new blogs every second 1.5 million blog posts today Adult blog usage grew 163% in 2006 The Blogosphere is on Fire
  • 5. User Adoption is Gaining Steam Consumers with high-speed broadband spend 48% of their spare time online. In Q1, more than 3 mm new broadband customers; 56 mm households total. MySpace grew 163% this year. Facebook grew 1300% this year.
  • 6. Customers , Clients and Employees are Talking 1 out of every 5 adults will comment online 80% of all consumers read online recommendations 75% do online research before making a decision 1 out of every 30 comments online is an employee discussing the company they work for (Jupiter Research)
  • 7. What’s this all about? Community
  • 8. Why is this Important? These discussions can and will become branding issues. Google: 82% of 1 st pages have blog/discussion posts. Yahoo: 63% of 1 st pages have blog/discussion posts.
  • 9. “ When marketers took the life out of the messages , audiences started looking for ways to take us out of their lives .” – Malcolm Gladwell, The Tipping Point
  • 10. Examples: Successes & Failures
  • 11. Dell Hell
    • People have unprecedented power.
    • Jeff Jarvis started it all on June 21, 2005.
    • Within 1 month of post:
      • Dell received over 300 emails a day in complaints.
      • Over 100 new posts a day with tags “Dell Hell”.
      • First time, Dell was not #1 in customer service.
  • 12. Dell Hell
  • 13. Dell Hell
  • 14.
    • Launched October 06.
    • Viewed over 2 million times.
    • Commented over 1000 times.
    • Favored over 10,000 times.
    • Over 1 mil searches in Google.
    • Launched a phase 2 & 3.
    Dove Evolution
  • 15.
    • Did everything right.
    • Huge buzz
    • Blogosphere fully engaged.
    • Disappointing revenues.
    • Opening weekend is about
    • hype, the second weekend is
    • about word of mouth.
    Snakes on a Plane
  • 16.
    • They lied.
    • Flippant when caught.
    • Another PR nightmare.
    • Will be forever linked to agency.
    • Huge backlash
    Sony – All I want for Xmas is a PSP “ Busted. Nailed. Snagged. As many of you have figured out (maybe our speech was a little too funky fresh???), Peter isn’t a real hip-hop maven and this site was actually developed by Sony…..”
  • 17.
    • Pretended to be something that it is not
    • Blogosphere attacked
    • Bad PR for Wal-Mart and Edelman
    • Steve Rubel
    Wal-Mart – Wal-Marting Across America "The moment you hide something, you will end up being exposed and picked apart."
  • 18. Control – It’s time to accept we don’t have it
    • Power to the people!
    • Don’t be afraid of it, embrace it.
    • Pretending it is not there will not
    • make it go away.
    • Your own focus groups
  • 19.
    • Honesty is rewarded
    • Gain people’s trust back
    • Speak to people not at them
    • Mitigate risk
    It’s Ok to Admit Your Wrong
  • 20. Where do we Start?
  • 21. Connecting with users causes them to want to engage stimulating demand . Marketers must connect with their target market and be better listeners .
  • 22. Begin by Listening Find where our clients’ customers are talking
    • Locate
    • Listen
    • Monitor
    • Plan
    • Action
  • 23. Monitor
  • 24. Create something worth talking about . DO SOMETHING REMARKABLE
  • 25. How can we be Remarkable?
  • 26. Where does the target market congregate? What kind of message will resonate best? Online, offline, internal and/or external. The medium is the facilitator not the differentiator. Pick the campaign , not the medium
  • 27. Can only be done online. Only works for B2C. Poor tracking and metrics. Cannot deliver ROI. Requires large company. Needs huge budget. Myths = Misunderstanding
  • 28. Impressions/click-through’s. Purchases and/or leads. Customer behavior. Blogosphere. Chat rooms/message boards. Immediate feedback Tracking and Analytics
  • 29. Final Thoughts
    • It is not about brands , products or
    • services;
    • It’s about people.
    • Embrace the possibilities of
    • what we can accomplish.
    • Voice to the voiceless .
  • 30. Thank You Questions [email_address]