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Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
Understanding the Social Customer
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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.
  • Transcript

    • 1. Understanding the Social Customer<br />Ryan Turner, Director of Social Media, West<br />ryan.turner@razorfish.com<br />@wryanturner<br />
    • 2. Questions?<br />
    • 3. Razorfish creates experiences that build business.<br />
    • 4. Banana phone slide<br />
    • 5.
    • 6. But is this really any different than previous technology “revolutions?”<br />
    • 7.
    • 8. Everything’s amazing, but nobody’s happy.<br />
    • 9. Yes, it’s a revolution. And the revolution in this case is not technological but social.<br />
    • 10. What happened?<br />
    • 11. Broadband.WSIWYG.YouTube.<br />
    • 12. Some Context: Ryan’s Ten-Cent History of the Web<br />Community-Focused<br />Broadcast<br />Participatory<br />User-Generated<br />Bottom-Up<br />HTML<br />High Threshold of Entry<br />Low Bandwidth<br />Text-Based<br />Collaboration<br />Corporation-Driven<br />Top-Down<br />Data-Driven<br />No entry<br />Flash intros!<br />Text and Images<br />Transaction<br />User-Generated<br />Bottom-Up<br />Standards-Driven<br />Lower Threshold of Entry<br />High Bandwidth<br />Multimedia<br />Interaction<br />1980’s-1994<br />1994-2005<br />2005-Now<br />
    • 13. Web 2.0 and social media are social phenomena above all. <br />Blogs Discussion Boards<br />Forums Chat IMVlogs<br />MoblogsSMS Podcasts<br />MicroblogsPhoto Blogs<br />Prediction Markets RSS<br />CollaborationCollective<br />Intelligence Communities<br />Wikis Recommender Systems<br />MashupsUser-Generated<br />Content<br />VS<br />Social media is made up of people, relationships among people, and things people create and share <br />
    • 14. Agenda<br />The Digital Customer<br />Influence<br />Brand Personality<br />Extend the Business<br />Device Proliferation<br />
    • 15. 5 Ideas to consider<br />Letting customers do the work<br />Harness influencer dynamics<br />Make your brands more human<br />Create new businesses<br />Take digital on the road<br />
    • 16. These are difficult times<br />
    • 17. But every year we spend more time online<br />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<br />
    • 18. And social media is exploding<br />
    • 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.”<br />-- Jane McGonigal, TED 2010<br />
    • 20. Because we took a wrong turn somewhere<br />Most products were originally sold based on a personal relationship in a high-touch environment<br />But busy lifestyles required efficiency and organizations needed the scale<br />The internet brought customership into our homes and offices<br />Mobile took these interactions out of home and gave us even more control over where and when we transacted<br />
    • 21. The more we invested in technology, the more distant we got from our customers<br />
    • 22. The Idea! <br />We spent the last 30 years using technology to separate ourselves from our customers . . .<br />Let’s spend the next 30 using technology to get closer to our customers. <br />
    • 23. Ironically, digital is going to play a big part in making that happen.<br />
    • 24. There are challenges.<br />
    • 25. 76% of people think companies lie in ads<br />77%trust companies less than they did last year<br />38%of people believe companies will do what is right<br />15% of people enjoy the ads as much as the programs<br />2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.<br />Page 25© 2009 Razorfish. All rights reserved.<br />
    • 26. 1. <br />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?<br />65.3% <br />Yes<br />34.7% <br />No<br />
    • 27. 2. <br />Has that experience influenced whether or not you purchased a product or service from the brand?<br />97.1% <br />Yes<br />2.9% <br />No<br />
    • 28. 3. <br />Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, email)?<br />64.1% <br />Yes<br />35.9% <br />No<br />
    • 29. Increasingly, digital is the first—and frequently only—customer touchpoint.<br />
    • 30. Success requires personal, high-touch interactions.<br />And we already have examples of companies creating transformative digital experiences…<br />
    • 31. Here are just a few of them<br />
    • 32. Bottom Line: Digital Is Not Just an Ad Channel<br />Digital is not simply an “awareness” or CRM play, it’s a customer-creation play. <br />The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly.<br />Digital is quickly becoming the first and most important customer touchpoint. It’s transforming your customer relationships, whether you like it or not.<br />
    • 33. It’s not about understanding what you can do, it’s about knowing what you should do.<br />
    • 34. 5 concepts to consider<br />
    • 35. 1<br />DiSo enables WoM<br />IDEA<br />Let customers do the work for you<br />
    • 36. 1<br />IDEA<br />“<br />The purpose of a business is to create a customer<br />”<br />– Peter Drucker<br />
    • 37. 1<br />IDEA<br />“<br />The purpose of a business is to create a customer who creates customers<br />”<br />
    • 38. 1<br />IDEA<br />Leaving your only job to be taking care of your existing customers<br />Trust me, that’ll be harder not easier…<br />
    • 39. 1<br />IDEA<br />1 billion total media impressions to date; 44M blogs, 70M tweets, 300K new Facebook fans<br />
    • 40. 1<br />IDEA<br />
    • 41. 2<br />Syndication magnifies influence<br />IDEA<br />Harness influencer dynamics. <br />
    • 42. Why does influence matter online?<br />72% of internet users say they are exposed to too much advertising<br />
    • 43. 2<br />IDEA<br />
    • 44. 2<br />IDEA<br />
    • 45. 2<br />IDEA<br />What are the implications of this?<br /><ul><li>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</li></li></ul><li>3<br />IDEA<br />Make your brands even more human<br />
    • 49. 3<br />IDEA<br />Brand Voices<br />Singular company voice<br />Reflects the brand personality<br />Everybody follows the brand voice<br />Appears in all brand touch points<br />Usually unique to the company<br />Sometimes manifested in a person<br />Used everywhere –signage to ads<br />SIM Voices<br />Multiple, authentic individual voices<br />Transparent and discoverable<br />Engaging and conversational<br />Appears where conversations are<br />Unique to the person not the company<br />Manifested in a real person<br />Used only by real people<br />
    • 50. 3<br />IDEA<br />Brand VoiceSocial Voice Social Brand<br />
    • 51.
    • 52.
    • 53.
    • 54. 3<br />IDEA<br />
    • 55. 3<br />IDEA<br />1.0<br />Strategy & Planning<br />Research & Development<br />Operations<br />Marketing & Sales<br />Corporate Communications<br />Human Resources<br />Customers<br />2.0<br />Strategy & Planning<br />Research & Development<br />Operations<br />Marketing & Sales<br />Corporate Communications<br />Human Resources<br />Customers<br />
    • 56.
    • 57. 2.3.10<br />Governance Documents<br />Workflow, Routing, and Escalation<br />Social Media Governance Charter<br />Community Guidelines<br />Internal Participation Policy<br />Responsibility Matrix<br />One-Page Social Media Orientation<br />Performance Metrics <br />Online Brand Personality Brief<br />Brand Guidelines<br />More: www.socialmediagovernance.com<br />
    • 58.
    • 59. 2.3.10<br />Business, Marketing. Compliance leadership<br />“I’ve got something to share”<br />Venue host<br />Expert Advisor<br />Friendly promoter<br />Internal and external contributors<br />Active & prominent Social Media participants<br />Compliance and Brand Authority<br />Social Media Governance Board:<br />Participant/Content Creator:<br />Moderator:<br />Curator:<br />Evangelist: <br />Key Contributors:<br />Social Media Leadership Team:<br />Approver:<br />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. <br />ROLES AND RESPONSIBILITIES<br />
    • 60. Governance documents: responsibility matrix<br />2.3.10<br />
    • 61. 3<br />IDEA<br />What are the implications of this?<br /><ul><li>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</li></li></ul><li>4<br />IDEA<br />Create new businesses out of hidden assets<br />
    • 65. 4<br />IDEA<br />Over the next decade, two out of every three companies will face the challenge of their corporate lives: redefining their core business. <br />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<br />
    • 66. 4<br />IDEA<br />
    • 67. 4<br />IDEA<br />What are the implications of this?<br /><ul><li>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</li></li></ul><li>5<br />IDEA<br />Take your digital experiences on the road<br />
    • 71. 5<br />IDEA<br />Functionality<br />Mobility<br />
    • 72. 5<br />IDEA<br />Functionality<br />Mobility<br />
    • 73. 5<br />IDEA<br />
    • 74. 5<br />IDEA<br />What are the implications of this?<br /><ul><li>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</li></li></ul><li>5 Ideas to consider<br />Letting customers do the work<br />Harness influencer dynamics<br />Make your brands more human<br />Create new businesses<br />Take digital on the road<br />
    • 77. Know me. Create value. <br />Be relevant.<br />QUESTIONS…<br />

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