Scale Social Media, Crowdsource, and Engage Customers Through Real Relationships

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Building real relationships with your customers will empower them to do work for you through crowdsourcing, engage them to become brand advocates, allow you to scale social media initiatives, and leverage them for new product development.

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There used to be ways to cheat the system to attract traffic to your website, rank well on Google (SEO), and attract Likes on Facebook, but those approaches no longer work. As the companies that govern these platforms such as Google and Facebook get smarter and better, there will be fewer and fewer shortcuts to do these things. Brands will have to now rely on building real relationships with real people through genuine and authentic interactions with them.

Beyond achieving the metrics above, forward thinking brands may be able to capitalize on a huge upside potential from building authentic relationships with their customers. For example, customers that are engaged and appreciated will be much more likely to defend your company on Twitter when they see someone speak negatively about it. They may offer valuable insights into what your customers care about which reduces research cost, improves the product and speeds up new iterations of product development. Consumers that have real relationships with brands will also be much more likely to answer questions or help fellow customers with customer service related questions. This creates more engagement, a better experience for everyone, allows the brand to scale their social media efforts, and reduces cost.

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  • 1. TREND 5 OF 7: CUSTOMER RELATIONSHIPS FIRST, SOCIAL CHANNEL LASTSaturday, December 1, 2012
  • 2. Evolution of the Brand and Customer Relationship 1 Old School 2 1-Way 3 2-Way 4 Crowdsource & TV Social Social Scalable Social B B B B f f C C C C C C C C C C C C @MrobertsOnlineSaturday, December 1, 2012
  • 3. The biggest risk to your marketing campaign is that you donʼt own Facebook. You have to play by their rules. @MrobertsOnlineSaturday, December 1, 2012
  • 4. The biggest risk to your marketing campaign is that you donʼt own Facebook. You have to play by their rules. Edgerank and other rules are imposed. @MrobertsOnlineSaturday, December 1, 2012
  • 5. The biggest risk to your marketing campaign is that you donʼt own Facebook. You have to play by their rules. Edgerank and other rules are imposed. Real relationships transcend the platform. @MrobertsOnlineSaturday, December 1, 2012
  • 6. The biggest risk to your marketing campaign is that you donʼt own Facebook. You have to play by their rules. Edgerank and other rules are imposed. Real relationships transcend the platform. The ROI from relationships is better than nameless followers. @MrobertsOnlineSaturday, December 1, 2012
  • 7. Getting your customers to do some of your work for you. @MrobertsOnlineSaturday, December 1, 2012
  • 8. Getting your customers to do some of your work for you. Crowdsourcing (Starbucks). @MrobertsOnlineSaturday, December 1, 2012
  • 9. Empower your best customers to speak on your behalf: answer other customers questions, evangelize, and respond to crisis. @MrobertsOnlineSaturday, December 1, 2012
  • 10. Empower your best customers to speak on your behalf: answer other customers questions, evangelize, and respond to crisis. Bring together like-minded customers. @MrobertsOnlineSaturday, December 1, 2012
  • 11. Empower your best customers to speak on your behalf: answer other customers questions, evangelize, and respond to crisis. Bring together like-minded customers. This is how you become efficient and scale. @MrobertsOnlineSaturday, December 1, 2012
  • 12. Courseraʼs forums allow students to help other students. @MrobertsOnlineSaturday, December 1, 2012
  • 13. You still handle this You New or Best Potential Customers Customers Your customers handle this without you @MrobertsOnlineSaturday, December 1, 2012
  • 14. Felt need Traditional Marketing Funnel @MrobertsOnlineSaturday, December 1, 2012
  • 15. Felt need Awareness Traditional Trial Marketing Funnel Evaluation Purchase @MrobertsOnlineSaturday, December 1, 2012
  • 16. Felt need Awareness Traditional Trial Marketing Funnel Evaluation Purchase Support your products, social, continue Missed / Key Growth relationship, evangelizing, Opportunity measure sentiment, get ideas for new products, CRM, etc. @MrobertsOnlineSaturday, December 1, 2012
  • 17. Some inspiration, ideas and research from: Jeremiah Owyang ComScore Thomas Baekdal Altimiter Group ComScore Richard Bartel Gabe Zicherman Roger McNamee @MrobertsOnlineSaturday, December 1, 2012
  • 18. Saturday, December 1, 2012
  • 19. Questions? Mike Roberts 562.481.1117 Roberts.SanDiego@gmail.com Blog: www.AllegorieDesign.com @MrobertsOnline www.linkedin.com/in/mrobertsonline/Saturday, December 1, 2012