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Understanding the Social Customer
 

Understanding the Social Customer

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  • 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.

Understanding the Social Customer Understanding the Social Customer Presentation Transcript

  • Understanding the Social Customer
    Ryan Turner, Director of Social Media, West
    ryan.turner@razorfish.com
    @wryanturner
  • Questions?
  • Razorfish creates experiences that build business.
  • Banana phone slide
  • But is this really any different than previous technology “revolutions?”
  • Everything’s amazing, but nobody’s happy.
  • Yes, it’s a revolution. And the revolution in this case is not technological but social.
  • What happened?
  • Broadband.WSIWYG.YouTube.
  • 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
  • These are difficult times
  • 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
  • And social media is exploding
  • “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.
  • There are challenges.
  • 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.
  • 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
  • 2.
    Has that experience influenced whether or not you purchased a product or service from the brand?
    97.1%
    Yes
    2.9%
    No
  • 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
  • Increasingly, digital is the first—and frequently only—customer touchpoint.
  • Success requires personal, high-touch interactions.
    And we already have examples of companies creating transformative digital experiences…
  • Here are just a few of them
  • 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.
  • 5 concepts to consider
  • 1
    DiSo enables WoM
    IDEA
    Let customers do the work for you
  • 1
    IDEA

    The purpose of a business is to create a customer

    – Peter Drucker
  • 1
    IDEA

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

  • 1
    IDEA
    Leaving your only job to be taking care of your existing customers
    Trust me, that’ll be harder not easier…
  • 1
    IDEA
    1 billion total media impressions to date; 44M blogs, 70M tweets, 300K new Facebook fans
  • 1
    IDEA
  • 2
    Syndication magnifies influence
    IDEA
    Harness influencer dynamics.
  • Why does influence matter online?
    72% of internet users say they are exposed to too much advertising
  • 2
    IDEA
  • 2
    IDEA
  • 2
    IDEA
    What are the implications of this?
    • You’ve got new marketing tactics to leverage
    • 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
    Brand VoiceSocial Voice Social Brand
  • 3
    IDEA
  • 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
  • Governance documents: responsibility matrix
    2.3.10
  • 3
    IDEA
    What are the implications of this?
    • People connect with people more than brands
    • You need to practice permission marketing
    • 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
  • 4
    IDEA
  • 4
    IDEA
    What are the implications of this?
    • Your business is going to radically change
    • You’ve got hidden assets to be leveraged
    • Your front-line customer interactions will matter even more
    • Your customers can help you navigate this world
  • 5
    IDEA
    Take your digital experiences on the road
  • 5
    IDEA
    Functionality
    Mobility
  • 5
    IDEA
    Functionality
    Mobility
  • 5
    IDEA
  • 5
    IDEA
    What are the implications of this?
    • Context joins content at the core of digital experiences
    • Social media goes mobile in a fundamental way
    • 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
  • Know me. Create value.
    Be relevant.
    QUESTIONS…