Reinventing Marketing           g        gfor a World ofCustomer Networks@David_RogersConsultant, Speaker, AuthorColumbia ...
@david_rogers   #TNIYC
CustomerCustomer              CustomerCustomer               Customer           Customer                                  3
4
5
6
7
Will YOUR customer be…  …your biggest competitor?  …or your biggest business driver?                                      9
Mass Marketing         Company                   Customers                               10
Customer Network Marketing                       Customer                       Customer                                  ...
RETHINK the Marketing Funnel   Broadcast                   Customer Networks TV, radio, out-of-door              Search, b...
What kinds ofproducts, services,& communications…           i i…will inspire advocacy incustomer networks?
AccessCollaborate   Customer      Engage              Networks   Connect              Customize                           ...
ACCESSBe faster, be easier,be everywhere be    everywhere,     always on                        15
Merry Christmas Greetings
ENGAGEBecome a source of  valued content                     31
33
Every company must think like    y    p ya media company
> 80 million views                     35
36
37
42
CUSTOMIZEMake your offeringadaptable to yourcustomers’ needs                     44
20,00020 000 books                                           1,500,000+                                                   ...
47
48
49
50
51
+
Roundtable Exercise #1
• D  Develop an i        l    innovative event marketing                   ti       t    k ti  initiative• Use: ACCESS, EN...
1.What is your company? (beverage or automotive)2. What is your digital innovation?  ACCESS? (mobile on demand QR etc)    ...
Coffee Break
Reinventing Marketing           g        gfor a World ofCustomer Networks@David_RogersConsultant, Speaker, AuthorColumbia ...
AccessCollaborate   Customer      Engage              Networks   Connect              Customize                           ...
CONNECTBecome a part ofyour customers’ conversations                   64
Follow the customers…
EXPECTED:                         DISCOVERED:80 thi    things t d           to do                  5 thi                  ...
Dell Ideastorm logo                 g– linux laptops, servicepro, and…Kids ed laptops (show pictures)                     ...
73
75
COLLABORATEInvite your customers     to help build   your enterprise                        76
81
82
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87
Roundtable Exercise #2
• D  Develop an i        l    innovative event marketing                   ti       t    k ti g  initiative• Use: CONNECT ...
1.What is your company? (tourism or financial svc)2. What is your digital innovation?  CONNECT? (listening, social network...
A strategic planning processfor customer networks
TECHNOLOGIES     ??
1. Objectives 2. 2 Segmentation & Positioning3. Strategy Selection & Ideation         4. Execution       5. Measurement   ...
Process developed with:
1. Set objectives first                   Business model innovation                            (Cisco)       Retail Behavi...
2. Segmentation & Brand Positioning● Demographic● Pyschographic                       A “third space”                     ...
3. Strategy Selection, Ideation, & Concept Testing                      Map strategies                                    ...
4. Execution & Skill SetsLeverage existing domains   Develop new capabilities● Marketing/sales           ●   Digital produ...
5. Measurement (four kinds)
Audience metrics
Channel-specific engagement metrics
Universal engagement metrics
Financial metrics
3.5m3 5m YouTube views2.7m Twitter impressions38% pre-launch awarenessin target audience100k+ test drives
Channel      UniversalAudience                                     Financial           engagement    engagement  Social   ...
A few take-aways…
From mass marketing…        Company                       Customers                                   135
…to customer network marketing                       Customer                       Customer                              ...
Customer    Customernetworks    networksCustomer    Customernetworks    networks Customer    Customer networks    networks...
AccessCollaborate   Customer      Engage              Networks   Connect              Customize                           ...
Thank you.Email for slides:    contact@davidrogers.biz3-day exec. program:Oct 24-26, 2012 (Columbia Business School, nyc) ...
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David rogers ingles_bloque_5_y_6
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  1. 1. Reinventing Marketing g gfor a World ofCustomer Networks@David_RogersConsultant, Speaker, AuthorColumbia Business Schoolwww.davidrogers.biz
  2. 2. @david_rogers #TNIYC
  3. 3. CustomerCustomer CustomerCustomer Customer Customer 3
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. Will YOUR customer be… …your biggest competitor? …or your biggest business driver? 9
  9. 9. Mass Marketing Company Customers 10
  10. 10. Customer Network Marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 11
  11. 11. RETHINK the Marketing Funnel Broadcast Customer Networks TV, radio, out-of-door Search, buzz, blogs , Direct mail, b Di t il brochure h Online O li research, user reviews h iProduct test, comparison Social networks, YouTube, local search In-store purchase Group discounts, purchase on-line/in-store/mobile Reward points “Friending” (FB, Twitter, email), customized up-selling Reviews, links, “likes,” social buzz 12
  12. 12. What kinds ofproducts, services,& communications… i i…will inspire advocacy incustomer networks?
  13. 13. AccessCollaborate Customer Engage Networks Connect Customize 14
  14. 14. ACCESSBe faster, be easier,be everywhere be everywhere, always on 15
  15. 15. Merry Christmas Greetings
  16. 16. ENGAGEBecome a source of valued content 31
  17. 17. 33
  18. 18. Every company must think like y p ya media company
  19. 19. > 80 million views 35
  20. 20. 36
  21. 21. 37
  22. 22. 42
  23. 23. CUSTOMIZEMake your offeringadaptable to yourcustomers’ needs 44
  24. 24. 20,00020 000 books 1,500,000+ 1 500 000+ books 45 Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)
  25. 25. 47
  26. 26. 48
  27. 27. 49
  28. 28. 50
  29. 29. 51
  30. 30. +
  31. 31. Roundtable Exercise #1
  32. 32. • D Develop an i l innovative event marketing ti t k ti initiative• Use: ACCESS, ENGAGE, or CUSTOMIZE strategy• Choose a company: p y – beverage brand of your choice – OR, an automotive brand ,• Timing: 15 minutes
  33. 33. 1.What is your company? (beverage or automotive)2. What is your digital innovation? ACCESS? (mobile on demand QR etc) (mobile, on-demand, QR, ENGAGE? (video, blog, games, apps, etc) Or CUSTOMIZE? (products, service, content, etc.) (p , , , )3.Who is your target audience? (be specific)4.What will your business objectives be? (lead gen, sales, sales brand image etc ) image, etc.)5.Who do you need to make your innovation y y successful? (inside or outside your business)
  34. 34. Coffee Break
  35. 35. Reinventing Marketing g gfor a World ofCustomer Networks@David_RogersConsultant, Speaker, AuthorColumbia Business Schoolwww.davidrogers.biz
  36. 36. AccessCollaborate Customer Engage Networks Connect Customize 63
  37. 37. CONNECTBecome a part ofyour customers’ conversations 64
  38. 38. Follow the customers…
  39. 39. EXPECTED: DISCOVERED:80 thi things t d to do 5 thi things i the in h Social Mediato increase Analysis first 20 minuteslikelihood make the mostguests would positive impactrecommend
  40. 40. Dell Ideastorm logo g– linux laptops, servicepro, and…Kids ed laptops (show pictures) 69
  41. 41. 73
  42. 42. 75
  43. 43. COLLABORATEInvite your customers to help build your enterprise 76
  44. 44. 81
  45. 45. 82
  46. 46. 83
  47. 47. 84
  48. 48. 87
  49. 49. Roundtable Exercise #2
  50. 50. • D Develop an i l innovative event marketing ti t k ti g initiative• Use: CONNECT or COLLABORATE strategy• Choose a company: – Tourism board for country of your choice – OR, a bank / financial services• Timing: 15 minutes g
  51. 51. 1.What is your company? (tourism or financial svc)2. What is your digital innovation? CONNECT? (listening, social networks, ideastorm, private community) Or COLLABORATE? (contribution, contest, open platform, etc.) l tf t )3.Who is your target audience? (be specific)4.What will your business objectives be? (lead gen, sales, brand image, etc.)5.Who5 Who do you need to make your innovation successful? (inside or outside your business)
  52. 52. A strategic planning processfor customer networks
  53. 53. TECHNOLOGIES ??
  54. 54. 1. Objectives 2. 2 Segmentation & Positioning3. Strategy Selection & Ideation 4. Execution 5. Measurement 94
  55. 55. Process developed with:
  56. 56. 1. Set objectives first Business model innovation (Cisco) Retail Behavior Web l W b sales (Kraft) (Lancôme) Brand positioning (Toyota) OBJECTIVES Market entry !! (Ford) Word-of-mouth (Doritos) Customer service (Comcast) Lead generation (IBM) Product differentiation (iPad)
  57. 57. 2. Segmentation & Brand Positioning● Demographic● Pyschographic A “third space” p● Technology use to relax between work and home Athletic aspiration (“Just ( Just do it”) Making your business a best- run b i business
  58. 58. 3. Strategy Selection, Ideation, & Concept Testing Map strategies  Ideation &  Strategy  to customers,  selection of  Selection organization,  organization concepts competitors 104
  59. 59. 4. Execution & Skill SetsLeverage existing domains Develop new capabilities● Marketing/sales ● Digital production●I T I.T. ● Social media● Product Development ● Idea capture● Operations● Communications● Strategy & Leadership
  60. 60. 5. Measurement (four kinds)
  61. 61. Audience metrics
  62. 62. Channel-specific engagement metrics
  63. 63. Universal engagement metrics
  64. 64. Financial metrics
  65. 65. 3.5m3 5m YouTube views2.7m Twitter impressions38% pre-launch awarenessin target audience100k+ test drives
  66. 66. Channel UniversalAudience Financial engagement engagement Social Social Pre-launch media media awareness ? Sales reach engagement Test drives (lead gen) ? Sales Savings ? on mkg spend?
  67. 67. A few take-aways…
  68. 68. From mass marketing… Company Customers 135
  69. 69. …to customer network marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 136
  70. 70. Customer Customernetworks networksCustomer Customernetworks networks Customer Customer networks networks 137
  71. 71. AccessCollaborate Customer Engage Networks Connect Customize 138
  72. 72. Thank you.Email for slides: contact@davidrogers.biz3-day exec. program:Oct 24-26, 2012 (Columbia Business School, nyc) 24 26, 139

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