Engaging the Customer with Social Media

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Presentation made to Unicom Conference in London June 4th on Engaging the Customer with Social Media: getting It Right

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Engaging the Customer with Social Media

  1. 1. Engaging the Customer Getting it Right with Social Media London, June 4 th , 2009 Anna Pollock CEO, DestiCorp Associate, the Law Firm
  2. 2. www.winningbysharing.net www.agentsofchange.typepad.com
  3. 3. Engaging the Customer With Social Media <ul><li>Getting it right, or </li></ul><ul><li>Getting IT right, or </li></ul>
  4. 4. Engaging the Customer <ul><li>Getting it right, or </li></ul><ul><li>Getting IT right, or </li></ul><ul><li>Getting it! </li></ul>
  5. 5. Social Media: Fashion or Revolution? <ul><li>MBO </li></ul><ul><li>Quality Circles </li></ul><ul><li>TQM </li></ul><ul><li>BPR </li></ul><ul><li>Matrix management </li></ul><ul><li>CRM </li></ul><ul><li>Web 1.0 and Web 2.0 </li></ul>Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002 Quality Circles
  6. 6. Fashion or Revolution? <ul><li>MBO </li></ul><ul><li>Quality Circles </li></ul><ul><li>TQM </li></ul><ul><li>BPR </li></ul><ul><li>Matrix management </li></ul><ul><li>CRM </li></ul><ul><li>Web 1.0 and Web 2.0 </li></ul>Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002 Total Quality Management
  7. 7. Fashion or Revolution? <ul><li>MBO </li></ul><ul><li>Quality Circles </li></ul><ul><li>TQM </li></ul><ul><li>BPR </li></ul><ul><li>Matrix management </li></ul><ul><li>CRM </li></ul><ul><li>Web 1.0 and Web 2.0 </li></ul>Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002 BPR
  8. 8. Acronyms or New Words? Revolution & The Tipping Point…..2007
  9. 9. vs. Blogger.com beats CNN.com
  10. 10. vs. Wikipedia.org beats Britannica.com
  11. 11. vs. Myspace.com beat MTV.com
  12. 12. TripAdvisor beat Expedia vs
  13. 13. TRUST
  14. 14. ATTENTION
  15. 15. Who has the AUTHORITY?
  16. 16. All Good Revolutions Start with a Manifesto <ul><li>Networked markets are beginning to self-organise faster than the companies that serve them </li></ul><ul><li>People in networked markets have figured out that they get better support from one another than vendors </li></ul><ul><li>We’re not seats or end users or eyeballs. We are human beings and our reach exceeds our grasp </li></ul>
  17. 17. When these guys get it……
  18. 18. When these guys get it……or do they?
  19. 19. Brands need to be their topic of conversation <ul><li>Anyone can now be: </li></ul><ul><li>Author </li></ul><ul><li>Journalist </li></ul><ul><li>Film maker </li></ul><ul><li>Reviewer </li></ul><ul><li>Marketer </li></ul><ul><li>Intermediary </li></ul>
  20. 20. ATTENTION
  21. 21. Google vs Bing Facebook vs MySpace Twitter vs email & chat PC vs Mainframe Analogue vs Digital Caxton vs Scribe Quantum Physics Newtonian Physics Copernicus vs. Holy Church The Nature of Change
  22. 22. Mindset, Worldview Culture Structure IT Why don’t they “get it” ?
  23. 23. Technology & Design <ul><li>Improve Interface </li></ul><ul><li>Localise and Personalise </li></ul><ul><li>SEO </li></ul><ul><li>Interactivity </li></ul><ul><li>Widgets </li></ul><ul><li>Community </li></ul><ul><li>UGC & Viral </li></ul><ul><li>Mobile </li></ul>
  24. 24. Corporate Structure
  25. 25. Corporate Reality <ul><li>Overall less than 25% of employees are fully engaged at work </li></ul>
  26. 26. Corporate Culture <ul><li>Military Influences </li></ul><ul><li>Ruthless competition </li></ul><ul><li>Hierarchies, top down </li></ul><ul><li>Command & Control </li></ul><ul><li>Information withheld </li></ul><ul><li>Consumers as objects to be managed & exploited </li></ul><ul><li>Marketing a Push Activity </li></ul>
  27. 27. PUSH MARKETING BASED ON AN OUTMODED INDUSTRIAL PARADIGM Product Position Price Place Promote!
  28. 32. Change as in PHASE or STEP CHANGE
  29. 35. Change as in METAMORPHOSIS or TRANSFORMATION
  30. 36. What do these have in common?
  31. 37. What do these need to survive? Orders Order Stability Continuity Rules Fear Withholding Information Measurement Incentives Competition
  32. 38. What do these have in common?
  33. 39. <ul><li>Everyone is a leader </li></ul><ul><li>Everyone sensing, responding </li></ul><ul><li>and communicating </li></ul><ul><li>Transparency </li></ul><ul><li>Trust </li></ul><ul><li>Reputation </li></ul><ul><li>Agile </li></ul><ul><li>Adaptable </li></ul>What do these have in common?
  34. 40. “ The customer doesn’t sit at the end of a value chain but in the centre of their own galaxy of influence . Customers are the sun in the solar system around which all suppliers and media must orbit” * A Possibly Customer Centric Universe? DestiCorp, 2003
  35. 41. A Possibly Employee Centric Universe? Certainly a Person-Centric Universe!
  36. 43. I don’t want to be sold I do want to be supported in achieving my goal
  37. 44. “ I” have a cycle of need How Engaged Are you as a Brand? Are you there when I need you?
  38. 45. We have always had the power but not the reach Source: www. syedhasan.typepad.com
  39. 46. Source: David Amano
  40. 47. The Universe as Network
  41. 48. “ Us Now!” http://vimeo.com/4489849 Excellent One Hour Documentary on Implications of Living In a Networked Society
  42. 49. <ul><ul><li>dance is a conversation </li></ul></ul><ul><ul><li>dialogue between two partners that involves their whole being </li></ul></ul><ul><ul><li>Leader and follower </li></ul></ul><ul><ul><li>requires skills and fancy steps </li></ul></ul><ul><ul><li>Some learned, many improvised </li></ul></ul><ul><ul><li>context dependent </li></ul></ul><ul><ul><li>is fun and playful </li></ul></ul>Why Dancing with the Customer?
  43. 50. Getting to Know You!
  44. 51. Now who’s leading!
  45. 52. We’ve got rhythm!
  46. 53. Conclusion <ul><li>Marketing is Not a Battle </li></ul><ul><li>It’s a dance! </li></ul>
  47. 54. Thank You! <ul><li>Anna Pollock </li></ul><ul><li>[email_address] </li></ul><ul><li>+44 75 25 831 129 </li></ul>

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