My talk from Pressnomics 2013 about inspiring customer passion, and creating a movement -- not just a community.

1. customer passion
HOW TO START A
MOVEMENT
Maria Ogneva
@themaria
Thursday, October 17, 13

2. “The purpose of a business is to create a
customer”
- Peter Drucker
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3. 1 in 5 consumers
switched providers in 2012
- Accenture
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4. how’s your customers’ experience?
h:p://www.flickr.com/photos/leonid_yaitsky/9850059283/sizes/c/
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5. think bigger
social and mobile are just table
stakes
5
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6. what if you could...
...start a movement
h:p://1x.com/photo/35657
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7. 10 steps to becoming:
remarkable
innovative
memorable
magnetic
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8. 1.
Find your
groove
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9. what are you doing?
What the
market
needs
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What you’re
uniquely qualified
to do

10. “People don't buy what you do;
they buy why you do it.
And what you do simply proves
what you believe”
- Simon Sinek
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11. 2.
Know your
customers
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12. why do they buy?
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13. what do they need from you?
feedback
ask
ask
loop
customers employees
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14. 3.
Don’t become
a commodity
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15. 2.5 quintillion bits of data daily
U.S. competitive intensity has more than
doubled during the last 40 years.
-Deloitte Shift Index
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16. make art
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17. 4.
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Become obsessed
with experience

18. to get what
… give people what
you want…
they need
Purchase
Advocacy
Repurchase
Respect
Consistency w/promise
Support, service
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19. experience must be consistent
make community part of entire cycle
mobile
Awareness
online
Consideration
Repurchase
Customer
Co-­‐‑creation
offline
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Purchase
Advocacy
Engagement
phone,
email

20. 5.
Design for
adaptability
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21. help your employees do best work
connect
empower
decentralize
trust
passion
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22. organize around vision, not process
inflexible on the vision
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flexible on the process

23. 6.
Get your
house in order
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24. groom employee (and partner)
advocates
h:p://www.flickr.com/photos/25201018@N04/5124855519/
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25. create the conditions for:
Purpose
Autonomy
Mastery
Daniel Pink, Drive
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26. 7.
Start a
movement
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27. yes, companies can start
(or join) movements
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28. What makes a movement?
•
•
•
•
•
•
Shared purpose and vision
Shared passion
Shared and individual identity
Specific, actionable and urgent
Leadership
Community of action
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29. 8.
Build
community
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30. why bother?
Enable
movements
Behavior change
that sticks
Close and loose ties
Convening
Alignment
Small groups
Belief that it’s possible
Peer support
Ability to self-organize
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Motivation
Autonomy
Mastery
Purpose

31. Customers in communities
spend 19%
more
- University of Michigan
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32. building a community is hard
different expectations
different metrics
not transaction
not campaign
let go of control
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33. A community is like a garden
it takes a long time to build
it’s really hard
but when it works, it pays disproportionate dividends
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34. till the soil
have a plan and a vision
get your community to participate in creating it
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35. get a gardener
community manager helps increase engagement
90%-9%-1% (lurker-contributor-creator) -->17%-57%-26%
(check out http://www.communityroundtable.com/start/thevalue-of-community-management-by-the-numbers-infographic/)
h:p://www.flickr.com/photos/21434391@N02/6087066378/
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36. plant the seeds
start small!
build community with community
make it “sticky”
build trust
get colleagues to engage
early champions help define behaviors
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37. water your garden
onboard new members
grow membership
handle conflict
be a host
commit to everyday engagement
first: start conversations proactively
later: step away and get customers to talk to each other
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38. harvest
make it part of your business, not an afterthought
promote storytelling; celebrate members
curate and help members use and create content
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39. 9.
Have a
narrative
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40. have a narrative
open ended: no beginning, no middle no end
community is the protagonist; invite participation
it’s about what you do, not what you say
h:p://www.flickr.com/photos/40822511@N02/6048703062/
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41. celebrate small wins
“They tried to kill us, we survived, let’s eat.”
- Jewish saying
h:p://www.flickr.com/photos/45409431@N00/7968954274/
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42. 10.
Never stop
learning
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43. measure
qualitative
quantitative
high level metrics
engagement
adoption
business value
43
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44. data
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insights
action

45. embrace failure
h:p://www.flickr.com/photos/76454756@N00/508647245/
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46. get started; adjust as needed
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47. THANK YOU!
KEEP IN TOUCH!
@themaria
Thursday, October 17, 13