Marketing is Everything – Regis McKenna, HBS 1991TechnologyBut also
This is what we used to say when talking about creating social initiatives. These 5 steps.
Performance-oriented cultures possess statistically better financial growth, with high employee involvement, strong internal communication, and an acceptance of a healthy level of risk-taking in order to achieve new levels of innovation.
Culture eats strategy for lunch“if we get the culture right, then everything else, including the customer service, will fall into place” – Tony Hsieh, CEO
If it starts with “culture” it also starts with “product”
Looking back at the previous slide, we said we wanted social media to help the word spread about our products.This makes intuitive sense – our experience is that in many instances we ask friends for recommendations.
Customer Lifetime Value (revenue from customer and immediate family over lifetime) now becomes Customer Referral Value = a measure of advocacy and positive business value that an influencer bringsWe are now in a world that not only is forcing businesses to engage customers but to consider the influences on their business that rests among their partners, suppliers, prospects…hell, all the stakeholders in the company’s particular ecosystem.
Customer service centric approachTwitter especially
Social era and startups
Catchy Title Here How understanding the social era can help your startup
1. Foundations2. How Social Can Help Us 3. How Social Can Revolutionise 4. Drinks
The power lies in the creation of self-organised communities of like-minded people
...We grew up with the Internet and on the Internet. This is whatWe, the us makesdifferent; this is what makes the crucial, although surprising from your point of Web Kidsview, difference: we do not ‘surf’ and the internet to us is not a ‘place’ or‘virtual space’. The Internet to us is not something external to reality but a partof it: an invisible yet constantly present layer intertwined with the physicalenvironment. We do not use the Internet, we live on the Internet and alongit. If we were to tell our bildnungsroman to you, the analog, we could say therewas a natural Internet aspect to every single experience that has shaped us.We made friends and enemies online, we prepared cribs for tests online, weplanned parties and studying sessions online, we fell in love and broke uponline. The Web to us is not a technology which we had to learn and which wemanaged to get a grip of. The Web is a process, happening continuously andcontinuously transforming before our eyes; with us and through us.Technologies appear and then dissolve in the peripheries, websites arebuilt, they bloom and then pass away, but the Web continues, because we arethe Web; we, communicating with one another in a way that comes naturallyto us, more intense and more efficient than ever before in the history ofmankind... http://bit.ly/FQlJND
Tell people so they can buy it and then tell everyone else! Stopshouting!
Adding Social Media 1. Listen 2.5. Measure Strategise 3. 4. Manage Implement
Culture eats strategyCulture Eats Strategy for Lunch
A recommendation from a friend wouldmake 71% of people more comfortablewith a product or service – more so thanadvertising (15%) or even personalexperience (63%)MediaLab
Customer Customer Social Social Lifetime Customer Referral Landscape Customer Value Value “The Social Web is distributing influence beyond the customer landscape, allocating authority amongst stakeholders, prospects, and peers.” – Brian Solis
The most responsive company in the world1. Decisions are effortless 3. Democratic 2. Better decisions faster
1. Communities 2. Culture 3. New Business Models 4. Drinks
Thank You!Eric SwainGather and Throweric@gatherandthrow@ericswain
Credits – images, docs and statsMan in mask with gun – Julian Povey: http://www.flickr.com/photos/jpovey/5912287632/Everything is Marketing – Hugh McLeod: http://www.gapingvoidart.com/everything-marketing-p-1917.htmlCrowd Kiss: http://www.flickr.com/photos/acousticskyy/3651475141/We, the Web Kids – Piotr Czerski: http://pastebin.com/0xXV8k7kShouting boy by fotologic: http://www.flickr.com/photos/fotologic/242616844/Big Sandwich: UnknownJetfighter by familymwr: http://www.flickr.com/photos/familymwr/4929686927/MediaLab study: http://www.buzzador.com/pressdocuments/Wheres_Debbie_MediaEdge.pdfClown Collective by LisaBK: http://www.flickr.com/photos/lisabk/3354010301For further reading for new business model discussions:The New Capitalist Manifesto by Umair Haque : http://www.amazon.co.uk/New-Capitalist-Manifesto-Building-Disruptively/dp/1422158586No Straight Lines by Alan Moore : http://www.no-straight-lines.com/