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Customer Passion: How to Create Movements
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Customer Passion: How to Create Movements

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

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

Published in Business , Technology
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  • 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 Thursday, October 17, 13
  • 3. 1 in 5 consumers switched providers in 2012 - Accenture Thursday, October 17, 13
  • 4. how’s  your  customers’  experience? h:p://www.flickr.com/photos/leonid_yaitsky/9850059283/sizes/c/ Thursday, October 17, 13
  • 5. think bigger social and mobile are just table stakes 5 Thursday, October 17, 13
  • 6. what  if  you  could... ...start  a  movement h:p://1x.com/photo/35657 Thursday, October 17, 13
  • 7. 10 steps to becoming: remarkable innovative memorable magnetic Thursday, October 17, 13
  • 8. 1.   Find  your   groove Thursday, October 17, 13
  • 9. what  are  you  doing? What the market needs Thursday, October 17, 13 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 Thursday, October 17, 13
  • 11. 2.   Know  your   customers Thursday, October 17, 13
  • 12. why  do  they  buy? Thursday, October 17, 13
  • 13. what  do  they  need  from  you? feedback ask ask loop customers employees Thursday, October 17, 13
  • 14. 3.   Don’t  become   a  commodity Thursday, October 17, 13
  • 15. 2.5 quintillion bits of data daily U.S. competitive intensity has more than doubled during the last 40 years. -Deloitte Shift Index Thursday, October 17, 13
  • 16. make  art Thursday, October 17, 13
  • 17. 4.   Thursday, October 17, 13 Become  obsessed   with  experience
  • 18. to  get  what   …  give  people  what   you  want… they  need Purchase Advocacy Repurchase Respect Consistency w/promise Support, service Thursday, October 17, 13
  • 19. experience must be consistent make community part of entire cycle mobile Awareness online Consideration Repurchase Customer Co-­‐‑creation offline Thursday, October 17, 13 Purchase Advocacy Engagement phone, email
  • 20. 5.   Design  for   adaptability Thursday, October 17, 13
  • 21. help  your  employees  do  best  work connect empower decentralize trust passion Thursday, October 17, 13
  • 22. organize  around  vision,  not  process inflexible on the vision Thursday, October 17, 13 flexible on the process
  • 23. 6.   Get  your   house  in  order Thursday, October 17, 13
  • 24. groom  employee  (and  partner)   advocates h:p://www.flickr.com/photos/25201018@N04/5124855519/ Thursday, October 17, 13
  • 25. create the conditions for: Purpose Autonomy Mastery Daniel Pink, Drive Thursday, October 17, 13
  • 26. 7.   Start  a   movement Thursday, October 17, 13
  • 27. yes,  companies  can  start   (or  join)  movements Thursday, October 17, 13
  • 28. What makes a movement? • • • • • • Shared purpose and vision Shared passion Shared and individual identity Specific, actionable and urgent Leadership Community of action Thursday, October 17, 13
  • 29. 8.   Build   community   Thursday, October 17, 13
  • 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 Thursday, October 17, 13 Motivation Autonomy Mastery Purpose
  • 31. Customers in communities spend 19% more - University of Michigan Thursday, October 17, 13
  • 32. building  a  community  is  hard different expectations different metrics not transaction not campaign let go of control Thursday, October 17, 13
  • 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 Thursday, October 17, 13
  • 34. till  the  soil have a plan and a vision get your community to participate in creating it Thursday, October 17, 13
  • 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/ Thursday, October 17, 13
  • 36. plant  the  seeds start small! build community with community make it “sticky” build trust get colleagues to engage early champions help define behaviors Thursday, October 17, 13
  • 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 Thursday, October 17, 13
  • 38. harvest make it part of your business, not an afterthought promote storytelling; celebrate members curate and help members use and create content Thursday, October 17, 13
  • 39. 9.   Have  a   narrative Thursday, October 17, 13
  • 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/ Thursday, October 17, 13
  • 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/ Thursday, October 17, 13
  • 42. 10.   Never  stop   learning Thursday, October 17, 13
  • 43. measure qualitative quantitative high level metrics engagement adoption business value 43 Thursday, October 17, 13
  • 44. data Thursday, October 17, 13 insights action
  • 45. embrace  failure h:p://www.flickr.com/photos/76454756@N00/508647245/ Thursday, October 17, 13
  • 46. get  started;  adjust  as  needed Thursday, October 17, 13
  • 47. THANK  YOU! KEEP IN TOUCH! @themaria Thursday, October 17, 13