Leveraging Social Media to Build Lasting Customer Relationships

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Attitude – if you don’t understand the “why” you won’t develop the attitude that any of this makes sense. Why do I care about the web, why do I want to build a social network, how will it effect the bottom lineApproach – Ok I believe in it or think I need to do something. What should the approach be: 1. Scatter gun approach or 2. Shoot with a rifleGoals – I‘ve got my overall approach down, now lets formulate some concrete goals. The problem is that I can’t create your goals for you. All I can do is suggest some strategies for creating meaning customer relationships. Your goals however, increase in product sales, increase in customers, increase in website visits, etc, etc you must decide. Tactics will support the strategy. Who is going to do what exactlyExecution is basically putting the tactics on a calendar, setting milestones and getting it done.

- Engineering degree- Moved into sales for various VC-backed companies providing software development tool to software developers.

Anyone remember this company? They were founded in 1969 and basically given the credit for the “commercialization” of e-mail. I started using e-mail in 1989. Never a first mover. In 1992 I said that people like my mom would never use e-mail.

Compuserve was gobbled up by AOL for $1.2B

How about “web mail”. Well Hotmail was started in Sabeer Bhatia’s basement. I didn’t think that anyone would want their mail to be on a server in another state or another country. It’s gotta be on your desktop right.

Well Microsoft, the desktop giant though“web mail” was pretty cool. They paid $400M for it.

Worked for one of the “first movers” in the Web 1.0 world. Remember the new economy, dotcom boom/bust, Bricks and mortars moving to the web. Selling pick axes to the prospectors.

The Web 1.0 “tool” providers sold pick axes and shovels to the prospectors, whether they were .com start-ups or brick and mortar companies

So in March 2008 I posted my first blog post. I was now a blogger. I was only eight years behind on that trend. I had no idea what I was doing but I just put something out there. The inspiration came from a post that I read from Ev Williams, the founder of Blogger.com and co-founder of Twitter.

www.sethgodin.com www.joelonsoftware.com www.fourhourworkweek.comTHE PEOPLE THAT SPREAD IDEAS WIN!You can have the greatest thing since sliced bread, but if no one cares you lose. These guys are IDEA MERCHANTSThey helped shape my opinion of how to market

If you can fog a mirror you are a buyer. The attitude for me was shoot as many times as you can, you are bound to hit something eventually. After all, its only a numbersgame – how many cold calls can you make, how many demos can you do, how many sales can you close. Whether you are demoing the latest blender, software or a boat. If you can fog a mirror we can talk.

We are interrupted all day long.Traditional marketing is interruption drivenCommon, everyday products for the general consumerTevo and the internet is changing TV advertising

And its not just on TV:Billboards on buildings, cars, bathrooms, you name ads in magazines,

When there is too much noise, no one is paying attention to you.

The Grateful Dead story They didn’t have huge record sales like other blockbuster bands like the Beatles, The Rolling Stones or U2 However they were very low budget, no huge productons, no big advertising budgets, limited press exposure They changed the face of music with one simple idea: if you come to our concerts you can record it. Not only can you record it you can make copies and give them to your friends or sell them to people. The money came from licensing their name and souvenir sales at shows

2 Groups

NSW Department of Education at NSW Department of Education, added this to the group Enterprise 2.0
NSW Department of Education at NSW Department of Education, added this to the group Social Media

Leveraging Social Media to Build Lasting Customer Relationships - Presentation Transcript

Leveraging Social Media to Build Lasting Customer Relationships
Cam CollinsCEO
Exuma Technologies
(themes)
Attitude
Approach
Goals
Strategy
Tactics
Execution
(attitude)
(a little bit about) me
$1.2B
$400M
(web 1.0)
(NASDAQ)
Named must your fear be before banish it you can.
Yoda from Return of the Sith
(approach)
(a TV culture)
Interruptions
Ads interrupt everyone
Too much clutter, too much noise
If the public is not looking for a solution, you are invisible
(What are they really selling?)
The Network Effect
Metcalfe's law states that the value of a network is proportional to the square of the number of connected users of the system (n2)
(idea merchants)
(so what works?)
Ideas that spread win!
If “it” doesn’t connect people, why bother?
Ideas spread easily on the web
(still interruption driven)
You do not have the right to interrupt people. Permission is the only asset you can build on the internet.
Commitment before Success – not Success before Commitment
(goals)
Use the web to make and facilitate connections between customers, suppliers and the community
Share information freely
Google page 1 on ALL key searches
Move from print ads to web-based marketing
(strategy)
(where do you start?)
products and services
blog
community/suppliers
customers
social media
(tactics)
- Search
- Blogging
- Social media
(search)
- Frequency of keywords
- Reciprocating links
(management takeaway)
Find someone who knows how to
measure real ROI and
tie those metrics to engagement programs
(why blog?)
- It's not for the money
- Access to people and networks
- To build a brand
- Build an audience (“Tribes” are better)
- Learn from readers
Email vs RSS
Social Media Toppings
You will get more credibility if people talk (blog) about you rather than you talking (blogging) about yourself
Work with other bloggers
Permission is the only asset you can build on the internet. You do not have the right to interrupt people.
Conversations are marketing
Don’t find readers for your words, find words for your readers…reasons to have conversations
Blogs are a slow drip of ideas into a Petri dish
Marine Business Ideas
Create a FREE how to book on basic boat repair and maintenance, how to use the boat (piloting, navigation), how to buy a boat (new, used)
Create a routine check list for various boat models and engine types
Get an iflip and film boats for sale or repairs and present in a blog format
(remember: info is FREE. Sell the souvenirs)
Thank you!
www.dockmaster.com
www.marinemanagementtoday.comcam@dockmaster.com
(561) 969-2882