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2011-10-04 Reinventing Marketing for a World of Customer Networks

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Keynote speech by David Rogers at Brand Innovators Summit, 2011-10-04 in NYC.

Our old model of marketing to customers is broken. In the new age of customer networks, brands will not be built by broadcasting messages via mass media to passive consumers. Today's customers are dynamic, independent and connected. They have power and influence online that can make them your biggest threat, or your greatest marketing asset. To tap the power of customer networks will require more than just setting up a Facebook page and Twitter account, however. To thrive today, brands must know how to innovate the products, services, and communications that help the customer do what they most want – to access, engage, customize, connect, and collaborate in the digital world. These five network strategies will ensure the success of any brand in the digital age.

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2011-10-04 Reinventing Marketing for a World of Customer Networks

  1. 1. Reinventing Marketing for a World of Customer Networks<br />David Rogers<br />Author, speaker, consultant<br />Faculty director, Digital Marketing Strategy<br />Columbia Business School<br />www.davidrogers.biz<br />
  2. 2. #TNIYC<br />@david_rogers<br />
  3. 3. Customer<br />Customer<br />Customer<br />Customer<br />Customer<br />Customer<br />3<br />
  4. 4. Story #1: Self-organizing<br />4<br />
  5. 5. 5<br />
  6. 6. 6<br />Story #2: Bashing your brand<br />
  7. 7. 7<br />Story #3: Loving your brand<br />
  8. 8. Story #4: Driving your business<br />
  9. 9. Mass market model<br />mass production<br />Company<br />Customers<br />mass communication<br />9<br />
  10. 10. Customer network model<br />Customer<br />Customer<br />Blogs<br />Comments<br />Customer<br />Customer<br />Company<br />Forums<br />Customer<br />10<br />
  11. 11. Rethinking the “marketing funnel”<br />OLD: Broadcast<br />NEW: Customer Networks<br />Search, buzz, blogs<br />TV, radio, out-of-door<br />,<br />Online research, user reviews<br />Direct mail, brochure<br />Social networks, YouTube, local search<br />Product test, comparison<br />Group discounts, purchase on-line/in-store/mobile<br />In-store purchase<br />“Friending” (FB, Twitter, email),customized up-selling<br />Reward points<br />Reviews, links, “likes,” social buzz<br />11<br />
  12. 12. Access<br />CustomerNetworks<br />Collaborate<br />Engage<br />Customize<br />Connect<br />12<br />
  13. 13. Be faster, be easier, be everywhere, be always on<br />13<br />The ACCESS Strategy<br />
  14. 14. ACCESS: Always-on connectivity<br />
  15. 15. ACCESS: Communicate at point-of-purchase<br />
  16. 16. 16<br />ACCESS: Embed the network<br />
  17. 17. Become a source of valued content<br />17<br />The ENGAGE Strategy<br />
  18. 18. ENGAGE: Offer utility<br />18<br />
  19. 19. 19<br />ENGAGE: Make it a game<br />
  20. 20. Make your offering adaptable to your customers’ needs<br />20<br />The CUSTOMIZE Strategy<br />
  21. 21. CUSTOMIZE: E-tail that is tailored just to you<br />21<br />
  22. 22. CUSTOMIZE: Recommendations for the social graph<br />+<br />
  23. 23. Become a part of your customers’ conversations<br />23<br />The CONNECT Strategy<br />
  24. 24. CONNECT: Listen and learn<br />24<br />
  25. 25. CONNECT: Inspire influencers to spread the word<br />25<br />
  26. 26. Invite your customers to help buildyour enterprise<br />26<br />The COLLABORATE Strategy<br />
  27. 27. COLLABORATE: Open contribution<br />27<br />
  28. 28. One “Wiki unit” = 100 million hours of human thought<br />
  29. 29. COLLABORATE: Open competition<br />29<br />
  30. 30. COLLABORATE: Open platforms<br />30<br />
  31. 31.
  32. 32. Where do you start?<br />Customer<br />Customer<br />Customer<br />Customer<br />Customer<br />Customer<br />
  33. 33. Where do you start?<br />Video<br />Social networks<br />Blogs<br />TECHNOLOGIES??<br />Mobile<br />Location<br />Wikis<br />Reviews<br />Communities<br />QR codes<br />
  34. 34. Where do you start?<br />Product innovation(General Mills)<br />Retail Traffic(Home Depot) <br />Website sales conversion(Walmart.com)<br />Amplify TV ads(Doritos)<br />Market entry(Ford)<br />OBJECTIVES!<br />Word-of-mouth(Victoria’s Secret)<br />Service differentiation(Virgin America)<br />Lead generation(IBM)<br />Product differentiation(iPad)<br />
  35. 35. 1. Objectives<br />2. Segmentation & Positioning<br />3. Strategy Selection & Ideation <br />4. Execution<br />5. Measurement<br />35<br />
  36. 36. Customer networks<br />Customer networks<br />Customer networks<br />Customer networks<br />Customer networks<br />Customer networks<br />36<br />
  37. 37. Access<br />CustomerNetworks<br />Collaborate<br />Engage<br />Customize<br />Connect<br />37<br />
  38. 38. Get more.<br />Email me<br />at contact@davidrogers.biz for<br /><ul><li>Sample book chapter
  39. 39. 2 articles on social media ROI</li></ul>38<br />
  40. 40. How can I help your business?<br /><ul><li> Public speaking
  41. 41. Workshops
  42. 42. Executive education
  43. 43. Strategic consulting</li></ul>contact@davidrogers.biz<br />www.davidrogers.biz<br />www.linkedin.com/in/davidrogersnyc<br />@david_rogers<br />39<br />

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