Go Big on Community Management!

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Community management goes way beyond customer service and crisis management. Making human connections is absolutely crucial to the success of your business. There is no avoiding it.

All the data has citations and sources, so you can show this to your boss, your coworkers, your clients, or anybody who needs to learn the value of community management!

Published in: Social Media, Business
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  • That is why network marketing is so powerful. Because we are using the word of mouth.
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  • Fuck yeah!
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  • Thank you, Gary. If people can't 'get it' with such a clear, concise explanation, well then they're just thick or they just don't care.
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  • VAY.NER.CHUK. Rocking it with this one. Big thanks for sharing
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  • Hey, it was a very nice presentation ! I work for Watcheezy and we really thought about how to bring back the 'human' into online connections before launching our product. Internet is a wonderful place with a lot of information, a LOT. And the problem is people can get overwhelmed with all of these information. So we needed to figure out what we could do to humanize these relationships. The problem was that 'we can't discuss with everyone because WE DON T HAVE TIME (and not everyone want to discuss with us... and YOU). 'I can't do this for everyone' doesn't mean 'I shouldn't do this for anyone'. I totally join your point.

    And then we found a solution. We launched a behavioral targeting tool combined with a live chat... Using Watcheezy, companies are now able to identify their high potential customers and surprise them. How? Our solution integrates a powerful algorithm that identify high potential visitors in real time based on their browsing history. They can choose to interact and humanize their relationship by starting a discussion with these high potential visitors. By recognizing them when they are on their website, by giving them personalized & professional advice based on their browsing history.
    By building strong relationships, you will boost your business. Customers are more likely to talk about their good experience on your social networks, talk to their family and friends. This will lead to sales. And build your reputation.
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Go Big on Community Management!

  1. NOW WITH 57% MORE NUMBERS!
  2. GARY VAYNERCHUK I want to preface this deck by saying that numbers aren’t usually the way I choose to storytell.
  3. GARY VAYNERCHUK In fact, there have been a few instances in which I’ve had stats used against me because I wasn’t up on the details.
  4. GARY VAYNERCHUK In fact, there have been a few instances in which I’ve had stats used against me because I wasn’t up on the details. Not this time.
  5. GARY VAYNERCHUK In fact, there have been a few instances in which I’ve had stats used against me because I wasn’t up on the details. This time I have all the stats.* *Or at least the stats that mean something to all my corporate pals out there.
  6. GARY VAYNERCHUK And I’m going to smash you all in the teeth with them.
  7. GARY VAYNERCHUK So when you see green text like this...
  8. GARY VAYNERCHUK So when you see green text like this...click it.
  9. GARY VAYNERCHUK It’s numbers.
  10. GARY VAYNERCHUK It’s numbers.Numbers for your teeth.
  11. GARY VAYNERCHUK OK, let’s get on with it.
  12. GARY VAYNERCHUK You all know how I feel about community management.
  13. GARY VAYNERCHUK And I know how you* feel about community management. *Google search frequency for “community management”
  14. GARY VAYNERCHUK And I know how you feel about community management. You’re not as interested as you used to be.
  15. GARY VAYNERCHUK Because a lot of people are saying (and have always been saying) “Content is King.”
  16. GARY VAYNERCHUK Because a lot of people are saying (and have always been saying) “Content is King.” And not just me... ;)
  17. GARY VAYNERCHUK Because a lot of people are saying (and have always been saying) “Content is King.” 87% of Effie Worldwide/Forbes CMO Network Marketing Industry Survey repondents said that content marketing initiatives met or exceeded ROI expectations. [ http://www.forbes.com/sites/ jenniferrooney/2014/04/16/annual-effies-survey- content-is-king/ ]
  18. GARY VAYNERCHUK But losing sight of community management is a mistake.
  19. But losing sight of Community Management is a mistake.A big mistake. GARY VAYNERCHUK
  20. GARY VAYNERCHUK Because community management isn’t just about answering questions.
  21. GARY VAYNERCHUK Because community management isn’t just about answering questions.It’s about human connection.
  22. GARY VAYNERCHUK And human connection matters!
  23. GARY VAYNERCHUK And human connection matters!#NoShit
  24. GARY VAYNERCHUK Not just because it works for me,
  25. GARY VAYNERCHUK Not just because it works for me,which it has...
  26. GARY VAYNERCHUK Not just because it works for me,but because it can work for you.
  27. GARY VAYNERCHUK So let me say it clearly:
  28. GARY VAYNERCHUK So let me say it clearly: there is a huge opportunity to go big in community management!
  29. GARY VAYNERCHUK So let me say it clearly: there is a huge opportunity to go big in community management! human connection!
  30. GARY VAYNERCHUK The problem is people don’t listen.
  31. GARY VAYNERCHUK The problem is people don’t listen because it’s just Gary talking (you know how I love to talk)
  32. GARY VAYNERCHUK or because there is too much pressure for short term success.
  33. GARY VAYNERCHUK or because there is too much pressure for short term success. 63% of board members said the pressure to generate strong short-term results had increased over the previous five years. [ http://hbr.org/2014/01/focusing-capital-on-the-long- term/ar/1 ]
  34. GARY VAYNERCHUK Way too much pressure...
  35. GARY VAYNERCHUK Way too much pressure... 79% of the same people felt especially pressured to demonstrate strong financial performance over a period of just two years or less. [ http://hbr.org/2014/01/focusing-capital-on-the-long- term/ar/1 ]
  36. GARY VAYNERCHUK In reality, while everyone is focusing on the short game, the opportunity is in the long game.
  37. GARY VAYNERCHUK In reality, while everyone is focusing on the short game, the opportunity is for the long game. Increasing your customer retention rate by 5% can increase your profits by up to 95% over the long term. [ http://hbswk.hbs.edu/archive/1590.html ]
  38. GARY VAYNERCHUK So how do you win the long game?
  39. GARY VAYNERCHUK So how do you win the long game?How do you keep customers?
  40. GARY VAYNERCHUK “Good customer service,”
  41. GARY VAYNERCHUK “Good customer service,”you think.
  42. GARY VAYNERCHUK “Good customer service,” But good isn’t as good as it used to be.
  43. GARY VAYNERCHUK “Good customer service,” An “average” customer experience performs 5-10% below benchmark in key measures. Key Measures • Likelihood to remain/renew • To buy another product • To recommend - 5-10% average [ http://www.mckinseyonmarketingandsales.com/for- customer-loyalty-only-the-best-will-do ]
  44. GARY VAYNERCHUK “Good customer service,” Improving to a “wow” experience performs 30-50% more. Key Measures • Likelihood to remain/renew • To buy another product • To recommend - 5-10% + 30-50% average wow [ http://www.mckinseyonmarketingandsales.com/for- customer-loyalty-only-the-best-will-do ]
  45. GARY VAYNERCHUK “Good customer service,”You need to be great.
  46. GARY VAYNERCHUK The good news: Greatness is more achievable than ever before.
  47. GARY VAYNERCHUK The good news: Greatness is more achievable than ever before. [ http://www.nytimes.com/2008/11/20/technology/... ] 3/4 of customers said they’d pick a vendor based on free-shipping alone.
  48. GARY VAYNERCHUK So don’t invest your time and money in community management that’s just “good enough.”
  49. GARY VAYNERCHUK Go BIG,
  50. GARY VAYNERCHUK Go BIG,go personal,
  51. GARY VAYNERCHUK Go BIG,Do it like Rickey Henderson. [ https://www.linkedin.com/today/post/ article/20140120152748-10486099-the-rickey- henderson-effect ]
  52. GARY VAYNERCHUK Go BIG, At my first Yankees game, leftfielder Rickey Henderson winked at me. From that moment on, he had a fan for life. It was huge.
  53. GARY VAYNERCHUK That story isn’t some one-off occurence, it’s human nature.
  54. GARY VAYNERCHUK Something happens when you are caught off guard like I was.
  55. GARY VAYNERCHUK Something happens when you are caught off guard like I was.Surprise is addicting. [ http://www.ccnl.emory.edu/Publicity/ MSNBC.HTM ]
  56. GARY VAYNERCHUK Something happens when you are caught off guard like I was. Surprise helps create much stronger memories. [ http://wamc.org/post/dr-wael-asaad-brown-university- surprise-and-memory-formation ]
  57. GARY VAYNERCHUK Something happens when you are caught off guard like I was. Surprise is more satisfying than stability. [ http://www.nytimes.com/2012/12/02/opinion/sunday/ new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]
  58. GARY VAYNERCHUK Surprising people will build human connections for your brand.
  59. GARY VAYNERCHUK Surprising people will build human connections for your brand. “Surprise is Still the Most Powerful Marketing Tool” [ http://www.nytimes.com/2012/12/02/opinion/sunday/ new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]
  60. GARY VAYNERCHUK I’m not trying to be romantic about this.
  61. GARY VAYNERCHUK Don’t do this to be “nice.”
  62. GARY VAYNERCHUK Don’t do this to be “nice.”Do it because it matters.
  63. GARY VAYNERCHUK When you do a favor for someone - even a small one, they will return it.
  64. GARY VAYNERCHUK When you do a favor for someone - even a small one, they will return it. and possibly give back more than you gave them. [ http://www.scu.edu/cas/psychology/faculty/upload/ Burger-et-al-SI-2009.pdf ]
  65. GARY VAYNERCHUK I know what you’re thinking.
  66. GARY VAYNERCHUK I know what you’re thinking.“I can’t do this for everyone!”
  67. GARY VAYNERCHUK And you’re right.
  68. GARY VAYNERCHUK And you’re right.You can’t.
  69. GARY VAYNERCHUK Thing is, you don’t have to.
  70. GARY VAYNERCHUK The emotional high of getting an unexpected personal response sticks with people.
  71. GARY VAYNERCHUK That feeling doesn’t go away.
  72. GARY VAYNERCHUK That feeling doesn’t go away.Interactions make people more resistant to unfollow you. [ http://www.ncbi.nlm.nih.gov/pmc/articles/ PMC1333219/ ]
  73. GARY VAYNERCHUK “I can’t do this for everyone!” = “I shouldn’t do this for anyone.”
  74. GARY VAYNERCHUK Now one more time for everyone in the back...
  75. GARY VAYNERCHUK Now one more time for everyone in the back... “I can’t do this for everyone!” = “I shouldn’t do this for anyone.”
  76. GARY VAYNERCHUK Do it. Focus on depth, not width.
  77. GARY VAYNERCHUK And solidify the connections you have with your customers.
  78. GARY VAYNERCHUK And solidify the connection your customers have with you. 80% of your company’s future revenue will come from just 20% of your existing customers. [ http://www.forbes.com/sites/ alexlawrence/2012/11/01/five-customer-retention- tips-for-entrepreneurs/ ]
  79. GARY VAYNERCHUK If you do this, a funny thing will happen.
  80. GARY VAYNERCHUK You won’t just strengthen your current customers, you’ll get new ones.
  81. GARY VAYNERCHUK Because people talk.
  82. Because people talk. GARY VAYNERCHUK
  83. GARY VAYNERCHUK Because people talk. 20 - 50% of all purchasing decisions are made based on word of mouth. [ http://www.mckinsey.com/insights/marketing_ sales/a_new_way_to_measure_word-of-mouth_ marketing ]
  84. GARY VAYNERCHUK And talking now is louder than it’s ever been.
  85. GARY VAYNERCHUK And talking now is louder than it’s ever been. 77% of customers are more likely to buy a new product when learning about it from friends or family. [ http://www.nielsen.com/us/en/insights/news/2013/ a-multi-mix-media-approach-drives-new-product- awareness.html ]
  86. GARY VAYNERCHUK I get it, it’s hard to be the company that goes against the pressure of short-term profits.
  87. GARY VAYNERCHUK But betting on the human side of business works.
  88. GARY VAYNERCHUK It’s how I’ve built my businesses...
  89. GARY VAYNERCHUK It’s how I’ve built my businesses.and how I’ve scaled them.
  90. GARY VAYNERCHUK So don’t be afraid to invest in human connections.
  91. GARY VAYNERCHUK It pays off.
  92. GARY VAYNERCHUK It pays off. The stock price of the top 10 companies of Forrester Research’s Customer Experience Index gained 22.5% between 2006 and 2010. S&P 500 lost 1.3% over the same period. [http://www.avaya.com/usa/campaign/magazine/2013/ cem/what-is-customer-lifetime-value.html ]
  93. GARY VAYNERCHUK It pays off. I promise.
  94. GARY VAYNERCHUK Like what you saw? Check out more of my Slideshares. slideshare.com/vaynerchuk

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