Some Context: Ryan’s Ten-Cent History of the Web Community-Focused Broadcast Participatory User-Generated Bottom-Up HTML High Threshold of Entry Low Bandwidth Text-Based Collaboration Corporation-Driven Top-Down Data-Driven No entry Flash intros! Text and Images Transaction User-Generated Bottom-Up Standards-Driven Lower Threshold of Entry High Bandwidth Multimedia Interaction 1980’s-1994 1994-2005 2005-Now
Web 2.0 and social media are social phenomena above all. Blogs Discussion Boards Forums Chat IMVlogs MoblogsSMS Podcasts MicroblogsPhoto Blogs Prediction Markets RSS CollaborationCollective Intelligence Communities Wikis Recommender Systems MashupsUser-Generated Content VS Social media is made up of people, relationships among people, and things people create and share
Agenda The Digital Customer Influence Brand Personality Extend the Business Device Proliferation
5 Ideas to consider Letting customers do the work Harness influencer dynamics Make your brands more human Create new businesses Take digital on the road
“If we add up all the time people have spent playing World of Warcraft, it would total approximately 5.93 million years. That’s the same amount of time that homo sapiens has existed.” -- Jane McGonigal, TED 2010
Because we took a wrong turn somewhere Most products were originally sold based on a personal relationship in a high-touch environment But busy lifestyles required efficiency and organizations needed the scale The internet brought customership into our homes and offices Mobile took these interactions out of home and gave us even more control over where and when we transacted
The more we invested in technology, the more distant we got from our customers
The Idea! We spent the last 30 years using technology to separate ourselves from our customers . . . Let’s spend the next 30 using technology to get closer to our customers.
Ironically, digital is going to play a big part in making that happen.
Bottom Line: Digital Is Not Just an Ad Channel Digital is not simply an “awareness” or CRM play, it’s a customer-creation play. The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly. Digital is quickly becoming the first and most important customer touchpoint. It’s transforming your customer relationships, whether you like it or not.
It’s not about understanding what you can do, it’s about knowing what you should do.
You can optimize your media spend even further
Your social influencers can bring in more consumers
You need new metrics for evaluating customer value
3 IDEA Make your brands even more human
3 IDEA Brand Voices Singular company voice Reflects the brand personality Everybody follows the brand voice Appears in all brand touch points Usually unique to the company Sometimes manifested in a person Used everywhere –signage to ads SIM Voices Multiple, authentic individual voices Transparent and discoverable Engaging and conversational Appears where conversations are Unique to the person not the company Manifested in a real person Used only by real people
3 IDEA 1.0 Strategy & Planning Research & Development Operations Marketing & Sales Corporate Communications Human Resources Customers 2.0 Strategy & Planning Research & Development Operations Marketing & Sales Corporate Communications Human Resources Customers
2.3.10 Governance Documents Workflow, Routing, and Escalation Social Media Governance Charter Community Guidelines Internal Participation Policy Responsibility Matrix One-Page Social Media Orientation Performance Metrics Online Brand Personality Brief Brand Guidelines More: www.socialmediagovernance.com
2.3.10 Business, Marketing. Compliance leadership “I’ve got something to share” Venue host Expert Advisor Friendly promoter Internal and external contributors Active & prominent Social Media participants Compliance and Brand Authority Social Media Governance Board: Participant/Content Creator: Moderator: Curator: Evangelist: Key Contributors: Social Media Leadership Team: Approver: There will be overlap (people will wear more than one hat). A member of the governance board could be a key contributor as a curator for a niche market. A moderator not only can, but should, be a key contributor. ROLES AND RESPONSIBILITIES
Create personal, not personalized, experiences
Cede partial brand ownership to your customers
4 IDEA Create new businesses out of hidden assets
4 IDEA Over the next decade, two out of every three companies will face the challenge of their corporate lives: redefining their core business. Buffeted by global competition and facing an uncertain future, more and more executives will realize that they must make fundamental changes in their core even as they continue delivering the goods and services that keep them in business today