While many companies are still struggling to figure out how to use Web 1.0, their more successful counterparts have already mastered that and are leading the charge into the world of Web 2.0.
Hear how the CEO of one of America's largest online brands has used the power of the Web, first to build a small business into an Internet powerhouse, and now, through Social Media such as Twitter, LinkedIn, and Facebook, to turn his brand's fan base into the fuel for even greater success.
4. Blinds.com $50 million revenue Only 63 employees 41% repeat/referred customers Pay-per-click only 15% of revenue
5. We All Have No Choice 1 complaint = 26 others 1 person tells 10 others?
6. Era of Transparency?Customers don’t just TALK! Email Ratings Opinion sites RateMyProfessors.com Glassdoor.com Social Media aggregation Twitter/Facebook/LinkedIn, etc
21. Results From Social Media Market Research 2 Book Interviews 3 Webinars Introductions to top Media Introductions to other CEO’s Customer Service Opportunities Contests Finding buyers
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28. Take a proactive approach to Customer Service. Talk to your customers.
33. Contact Jay Steinfeld CEO/Founder Blinds.com jay@Blinds.com @BlindscomCEO LinkedIn.com/in/JaySteinfeld Facebook.com/Blinds.com
Editor's Notes
Thank you. Pleasure.Kudos to Tom and Marjie - gracious hosts.How I got here…. (contest)Really been looking forward to coming to Milwaukee.Have connected with many of you already.Always great meeting marketing people, and those here in Milwaukee seem especially pumped about social media.Governor’s race; Scott Walker, Mark Neumann, Jim DoyleIn my talks, I try to give concrete examples of what we do, but also talk about general principles.Overall strategic and tactical.Help you become more successful.I’m fine with questions any time.Open to any questions ANY time.
How many of you are service providers and how many are retailers/ service businesses?How to acquire more customers and lower your acquisition cost?Sure it’s a time to lower costs and keep only the necessities, but wouldn’t higher revenue cure a lot of that?Do you get asked the question, “what’s the point”I started my business out of my garage, and handled all the calls, all the customer service, and had no money other than $3000. did it part-time at nights and early in the morning.Van story.There was no ad budget.Relied on guerilla marketing, PR, and repeat /referral business.So I had to find a way to get my customers to sell for me.If there was current technology for social media then… it would have been easier.This stuff is not hard; most are not doing it, so you only need to do a reasonable job and you’ll be WAY ahead.
Break up today’s discussion into 3 sections:Social media !!CustomersEmployeesSee how the CEO is communicating with his/her employees. Transparent? Consistent?First just 1 minute on Blinds.com, so you can have a frame of reference as to our size and how we might have accomplished the things we will be talking about today.So you can see how you can also accomplish these things…should you decide they’re relevant for you.
Of the 63 employees:we have most in the call center. 386 in Marketing8 in ITAccounting and administration 11Repeat/referral :Low repeat rate, product is discretionary (not toothpaste)Average blind about $50. Lower than HD and Lowes, but still higher than a book.PPC a low percentage of sales.Anyone can spend money to get customers, but today we’ll be learning about spending the least amount so you can get profits.Word of mouth : now it’s word of web!
We all know why it’s important to satisfy every customer, right?These number change from study to study:1 is actually 261 person tells 10 othersWith social media and email and Review sites, information is being aggregated and sent more swiftly…
Obama talks about the era of transparency.That’s even more so in the way customers talk to each other.
BlockbusterDunkin donuts
It must start at home. Everyone in the company must be on board.How do employees treat customers.Just like the best advertising will put the worst companies out of business faster, so too will social media put bad companies out of business faster.If your employees are treating customers poorly, all the social media in the world will be quite effective at letting others know about it.FedEx storyThe purpose today is not about how to do that, because you know…but if we discuss social media without first discussing your people, we’re eliminating the most important topic. Your people and the customer experience.Jeff Bezos says to obsess about customers.If you’re advising companies about their social media, take a look at their people, processes, and overall customer experience first.
Herd concept; a apart of something great. being with the leader.Important to let customers know how you differentiate yourself from others. Why they should buy from you.
