Your SlideShare is downloading. ×

Understanding the Social Customer

8,482

Published on

Published in: Business, Technology
4 Comments
39 Likes
Statistics
Notes
No Downloads
Views
Total Views
8,482
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
292
Comments
4
Likes
39
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • I’ve been at Razorfish just a month. What lured me? We recognized early on that digital isn’t just about the web site. Digital is more than a channel. It’s a business dimension—a way of thinking about relationships that creates new opportunities for businesses and customers BOTH.
  • I’ve been at Razorfish just a month. What lured me? We recognized early on that digital isn’t just about the web site. Digital is more than a channel. It’s a business dimension—a way of thinking about relationships that creates new opportunities for businesses and customers BOTH.
  • We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology.
  • We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology.
  • We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology. That video kind of misleads through all the numbers it throws out—what’s actually interesting is not how much, but what kind.
  • We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology. That video kind of misleads through all the numbers it throws out—what’s actually interesting is not how much, but what kind.
  • We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology.
  • We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology.
  • Unemployment is extremely high
  • But we’re talking so much more online.
  • And WoW is really, really lame. Not just because it’s dorky but because it’s escapist. The good news is that meaningful time online—time spent interacting and communicating, dwarfs that number. It’s incalculable, at least for an English major like me. WoW: 11.5 M users. FB = 500 million and counting. Wow indeed. So, why does all this matter?
  • Personalization has a way of feeling remarkably impersonal.
  • And of that 15%, you have to ask, what percentage work in ad agencies?
  • So how do you get started? There are an overwhelming number of possible approaches, but only one best one for your brand.
  • Ryan.
  • Ryan.
  • Ryan.
  • All functional areas have the potential to create customers.
  • Transcript

    • 1. Understanding the Social Customer
      Ryan Turner, Director of Social Media, West
      ryan.turner@razorfish.com
      @wryanturner
    • 2. Questions?
    • 3. Razorfish creates experiences that build business.
    • 4. Banana phone slide
    • 5.
    • 6. But is this really any different than previous technology “revolutions?”
    • 7.
    • 8. Everything’s amazing, but nobody’s happy.
    • 9. Yes, it’s a revolution. And the revolution in this case is not technological but social.
    • 10. What happened?
    • 11. Broadband.WSIWYG.YouTube.
    • 12. 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
    • 13. 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
    • 14. Agenda
      The Digital Customer
      Influence
      Brand Personality
      Extend the Business
      Device Proliferation
    • 15. 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
    • 16. These are difficult times
    • 17. But every year we spend more time online
      1999 :7 hours
2000 : 7 hours
2001 : 7 hours
2002 : 7 hours
2003 : 9 hours
2004 : 8 hours
2005 : 9 hours
2006 : 9 hours
2007 : 11 hours
2008 : 14 hours
2009 : 13 hours
    • 18. And social media is exploding
    • 19. “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
    • 20. 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
    • 21. The more we invested in technology, the more distant we got from our customers
    • 22. 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.
    • 23. Ironically, digital is going to play a big part in making that happen.
    • 24. There are challenges.
    • 25. 76% of people think companies lie in ads
      77%trust companies less than they did last year
      38%of people believe companies will do what is right
      15% of people enjoy the ads as much as the programs
      2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.
      Page 25© 2009 Razorfish. All rights reserved.
    • 26. 1.
      Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers?
      65.3%
      Yes
      34.7%
      No
    • 27. 2.
      Has that experience influenced whether or not you purchased a product or service from the brand?
      97.1%
      Yes
      2.9%
      No
    • 28. 3.
      Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, email)?
      64.1%
      Yes
      35.9%
      No
    • 29. Increasingly, digital is the first—and frequently only—customer touchpoint.
    • 30. Success requires personal, high-touch interactions.
      And we already have examples of companies creating transformative digital experiences…
    • 31. Here are just a few of them
    • 32. 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.
    • 33. It’s not about understanding what you can do, it’s about knowing what you should do.
    • 34. 5 concepts to consider
    • 35. 1
      DiSo enables WoM
      IDEA
      Let customers do the work for you
    • 36. 1
      IDEA

      The purpose of a business is to create a customer

      – Peter Drucker
    • 37. 1
      IDEA

      The purpose of a business is to create a customer who creates customers

    • 38. 1
      IDEA
      Leaving your only job to be taking care of your existing customers
      Trust me, that’ll be harder not easier…
    • 39. 1
      IDEA
      1 billion total media impressions to date; 44M blogs, 70M tweets, 300K new Facebook fans
    • 40. 1
      IDEA
    • 41. 2
      Syndication magnifies influence
      IDEA
      Harness influencer dynamics.
    • 42. Why does influence matter online?
      72% of internet users say they are exposed to too much advertising
    • 43. 2
      IDEA
    • 44. 2
      IDEA
    • 45. 2
      IDEA
      What are the implications of this?
      • You’ve got new marketing tactics to leverage
      • 46. You can optimize your media spend even further
      • 47. Your social influencers can bring in more consumers
      • 48. You need new metrics for evaluating customer value
    • 3
      IDEA
      Make your brands even more human
    • 49. 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
    • 50. 3
      IDEA
      Brand VoiceSocial Voice Social Brand
    • 51.
    • 52.
    • 53.
    • 54. 3
      IDEA
    • 55. 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
    • 56.
    • 57. 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
    • 58.
    • 59. 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
    • 60. Governance documents: responsibility matrix
      2.3.10
    • 61. 3
      IDEA
      What are the implications of this?
      • People connect with people more than brands
      • 62. You need to practice permission marketing
      • 63. Create personal, not personalized, experiences
      • 64. Cede partial brand ownership to your customers
    • 4
      IDEA
      Create new businesses out of hidden assets
    • 65. 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
    • 66. 4
      IDEA
    • 67. 4
      IDEA
      What are the implications of this?
      • Your business is going to radically change
      • 68. You’ve got hidden assets to be leveraged
      • 69. Your front-line customer interactions will matter even more
      • 70. Your customers can help you navigate this world
    • 5
      IDEA
      Take your digital experiences on the road
    • 71. 5
      IDEA
      Functionality
      Mobility
    • 72. 5
      IDEA
      Functionality
      Mobility
    • 73. 5
      IDEA
    • 74. 5
      IDEA
      What are the implications of this?
      • Context joins content at the core of digital experiences
      • 75. Social media goes mobile in a fundamental way
      • 76. Real time activity will drive brand perception
    • 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
    • 77. Know me. Create value.
      Be relevant.
      QUESTIONS…

    ×