David Rogers is a globally recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He teaches digital marketing to executives at Columbia Business School, consults to startups and Fortune 500 companies, is founder of the acclaimed BRITE conference, and is author of three books, most recently, “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.” His current research, and next book, focus on why some businesses are able to adapt and survive in an era of constant disruptive change.

1. Reinventing Marketing
for the Digital Age
5 strategies for growing
your customer network
@David_Rogers
Author, Speaker, Consultant
Faculty, Digital Marketing Strategy
Columbia Business School
www.davidrogers.biz

2. 5

3. Some companies worked with

4. Customer network paradigm

5. Customer
Customer
Customer
Customer
Customer
Customer
12

7. •Free academic tutorials
•1800+ videos on
YouTube
•Anywhere in the world
•32 million lessons
delivered worldwide
•New grants from Gates
& Google

8. 19

10. Mass market model
Company
Customers
22

11. Customer network model
Customer
Customer
Blogs
Comments
Customer
Customer
Company
Forums
Customer
23

12. RETHINK the Marketing Funnel
Broadcast
Customer Networks
TV, radio, out-of-door
Search, buzz, blogs
,
Direct mail, brochure
Online research, user reviews
Product test, comparison
Social networks, YouTube,
local search
In-store purchase
Group discounts, purchase
on-line/in-store/mobile
Reward points
“Friending” (FB, Twitter, email),
customized up-selling
Reviews, links, “likes,”
social buzz
24

13. What kinds of
products, services,
& communications…
…will inspire advocacy in
customer networks?

14. Access
Collaborate
Connect
Customer
Networks
Engage
Customize
28

15. ACCESS
Be faster, be easier,
be everywhere, be
always on
29

16. Last Year’s Christmas Card

25. ENGAGE
Become a source of
valued content
50

27. 52

28. Every business must think like
a media company

31. 65

32. 93% of B2B marketers do content creation

33. 67

34. 68

36. CUSTOMIZE
Make your offering
adaptable to your
customers’ needs
76

37. 80

38. 81

39. 83

40. 84

41. Image of person
buying online

42. CONNECT
Become a part of
your customers’
conversations
93

44. 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

45. 100

46. 101

47. 102

48. 108

49. COLLABORATE
Invite your customers
to help build
your enterprise
111

51. 116

52. 117

53. 118

54. 119

56. The world is changing…

57. From mass markets…
Company
Customers
125

58. …to customer networks
Customer
Customer
Blogs
Comments
Customer
Customer
Company
Forums
Customer
126

59. Customer
networks
Customer
networks
Customer
networks
Customer
networks
Customer
networks
Customer
networks
127

60. Access
Collaborate
Connect
Customer
Networks
Engage
Customize
128

61. Thank you!
David.Rogers@columbia.edu
Email me for:
• Research (marketing ROI)
• Sample book chapter