2013-11-05 The Network Is Your Customer - Euclid Tech Presentation

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2013-11-05 The Network Is Your Customer - Euclid Tech Presentation

  1. 1. The Network Is Your Customer 5 Strategies to Thrive in a Digital Age @David_Rogers Author Faculty Director, Digital Marketing Strategy Columbia Business School www.davidrogers.biz
  2. 2. 3
  3. 3. Some companies worked with
  4. 4. Books & publications David Rogers Host, BRITE conferences Executive Director, Center on Global Brand Leadership 5
  5. 5. Customer Customer Customer Customer Customer Customer 9
  6. 6. •Free academic tutorials •1800+ videos on YouTube •Anywhere in the world •32 million lessons delivered worldwide •New grants from Gates & Google
  7. 7. 16
  8. 8. Broadcast Model Company Customers 19
  9. 9. Customer Network Model Customer Customer Blogs Comments Customer Customer Company Forums Customer 20
  10. 10. Broadcast Strategy + ≠ Customer Network Strategy
  11. 11. What kinds of services, experiences & communications… …will inspire advocacy & participation in your customer networks?
  12. 12. Access Collaborate Connect Customer Networks Engage Customize 25
  13. 13. ACCESS Be faster, be easier, be everywhere, be always on 26
  14. 14. Last Year’s Christmas Card
  15. 15. ENGAGE Become a source of valued content 47
  16. 16. 49
  17. 17. Every organization must think like a media company
  18. 18. 60
  19. 19. 64
  20. 20. 65
  21. 21. CUSTOMIZE Make your offering adaptable to your customers’ needs 73
  22. 22. 77
  23. 23. 78
  24. 24. 80
  25. 25. 81
  26. 26. Image of person buying online
  27. 27. CONNECT Become a part of your customers’ conversations 90
  28. 28. EXPECTED: DISCOVERED: 80 things to do to increase likelihood guests would recommend 5 things in the first 20 minutes make the most positive impact Social Media Analysis
  29. 29. 97
  30. 30. 103
  31. 31. COLLABORATE Invite your customers to help build your enterprise 106
  32. 32. 111
  33. 33. 112
  34. 34. 113
  35. 35. 114
  36. 36. The world has changed…
  37. 37. From mass markets… Company Customers 120
  38. 38. …to customer networks Customer Customer Blogs Comments Customer Customer Company Forums Customer 121
  39. 39. Customer networks Customer networks Customer networks Customer networks Customer networks Customer networks 122
  40. 40. Access Collaborate Connect Customer Networks Engage Customize 123
  41. 41. Thank you! David.Rogers@columbia.edu Email me for: • Slides • Sample chapter

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