EVERYONE IS AN INFLUENCER IN A WEB 2.0 WORLD INTRODUCTORY REMARKS FOR THE CONFERENCE BOARD PREPARED BY MARK COLOMBO, SVP DIGITAL ACCESS MARKETING, FEDEX & FRANCOIS GOSSIEAUX, PARTNER, BEELINE LABS 05/09

A FEW INTRODUCTORY REMARKS CONVERSATION ABOUT LESSONS LEARNED AT FEDEX OVERVIEW

OVERVIEW

In the beginning – all business was social Satisfaction results in positive or negative word of mouth which makes a difference

Then business started scaling … but the social could not scale and made no difference anymore – so it disappeared from business

And companies started to develop real bad habits Interrupting people, targeting people, segmenting people – it felt like going to war with customers (& employees)

But then came the Internet and Social Media Blogs, wiki’s, discussion boards, tags, social networks – a massive platform of participation

And because humans were hardwired to be social The social reentered business and commerce with a vengeance – employees, customers could once again behave the way they’re hardwired to behave: humanly, tribally.

So to understand how to do business in a web 2.0 You do not need to understand the Web 2.0 technologies You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures

Some guiding principles for a web 2.0 world (*) Think tribe – not market segment We need to find groups of people who have something in common based on their behavior, not their market characteristics Think network – not channel The most important conversations in communities happen in networks of people, not between the company and the community. Think customer-centricity – not company-centricity The customer has to be at the center of everything you do, not the company Think emergent messiness and fragmentation – not hierarchical fixed processes People will want to see responses to their suggestions, even if it does not fit your community goals – FAST (*) Informed by the yearly Tribalization of Business Study, sponsored by Beeline Labs, Deloitte, and SNCR “ So to the extent that we can basically be human with what we know, and share it as freely as we possibly can, I think we’ll go a long way towards gaining a higher or stronger level of trust with the consumers.” Barry Judge, CMO Best Buy http://www.cmotwo.com

Think tribe – not market segment

We need to find groups of people who have something in common based on their behavior, not their market characteristics

Think network – not channel

The most important conversations in communities happen in networks of people, not between the company and the community.

Think customer-centricity – not company-centricity

The customer has to be at the center of everything you do, not the company

Think emergent messiness and fragmentation – not hierarchical fixed processes

People will want to see responses to their suggestions, even if it does not fit your community goals – FAST

Framing the Conversation With FedEx’ Mark Colombo Quick intro – setting some context The changing expectations of customers Affinity groups, champions, and cognitive surplus Effect on branding Effect on innovation Effect on customer service Effect on customer loyalty

Quick intro – setting some context

The changing expectations of customers

Affinity groups, champions, and cognitive surplus

Effect on branding

Effect on innovation

Effect on customer service

Effect on customer loyalty

Any Questions? Mark Colombo, SVP Digital Access Marketing, FedEx w. http://www.fedex.com l. http://www.linkedin.com/pub/mark-colombo/8/630/816 Francois Gossieaux: e. [email_address] t. 617.899.198 w. http://www.beelinelabs.com b. http://www.emergencemarketing.com c. http://www.marketingtwo.net p. http://www.cmotwo.com