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SMB Superheroes: Winning in 2010


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Leigh Durst challenges small-to-mid sized businesses to embrace the shift from traditional to tradigital business. Review 10 Super characteristics that will create business superheroes in 2010. Learn the single most important question you need to ask your customers in order to focus yourself to win affinity. You'll walk away with 10 action steps you can take in the next month to gain traction and build Super Muscle.

Published in: Business, Technology

SMB Superheroes: Winning in 2010

  1. SMB Super Powers <br /> How to Succeed in 2010 <br />U.S. #: 1-877-739 -903<br />Phone Code: 440138719<br />Audio options<br />Listen using your computer speakers or dial in by phone:<br />
  2. (Super Introduction)<br />Ann Handley<br />Leigh Durst<br />
  3. !!!!!<br />You<br />Demands & Expectations<br />2010<br />
  4. It’s time to<br />DECIDE.<br />
  5. Will You Be This?<br />
  6. Or this?<br />
  7. PUSH<br />It’s not about this anymore.<br />
  8. It’s about this.<br />
  9. Today<br /><ul><li>Prove it
  10. You find us
  11. We listen and respond
  12. Brand is what others experience
  13. People trust people
  14. Multiple access points
  15. Shared Ownership
  16. Organic Dialog
  17. Participative Messaging
  18. Crowd-Sourced Content
  19. Integrated
  20. Tags (Folksonomy)
  21. Rich user experience
  22. Highly Technical
  23. Service Driven</li></ul> Before<br /><ul><li>Preach it
  24. We find you
  25. We tell you
  26. Brand is what we say
  27. People trust companies
  28. Limited access points
  29. High Ownership
  30. Controlled messaging
  31. Read-only messaging
  32. Professionally created content
  33. Isolated
  34. Directories (Taxonomy)
  35. Shallow immersion
  36. Moderately technical
  37. Message Driven</li></ul>Marketing Has Shifted.<br />
  38. ?<br />Intuitively, you already know.<br />?<br />WHY?<br />?<br />
  39. Proliferation Technology Adoption Convergence Cultural Change<br />
  40. cloud computing<br />“apps”<br />cheap & accessible technology<br />open source<br />
  41. social media<br />
  42. Social media facilitates interconnection, dialog, and relationship building between people and organizations. <br />It encourages the distribution of rich messages across people groups, networks and devices.<br />Leigh Durst, Live Path, 2010<br />
  43. Source: New York Times, 2005<br />Not just apps but devices...<br />
  44. Source: Fuor Digital Mobile 101 Lunch & Learn The most seen screen<br />The Most Seen Screen<br />
  45. 3 out of 4<br />Americans use social media<br />Forrester, The Growth Of Social Technology Adoption, 2008<br />
  46. visiting social sites<br />(the 4th most popular activity online, ahead of email)<br />Nielsen: Global Faces & Networked Places 2009<br />
  47. 350,000,000<br />(and that’s just active users!)<br />Source: Inside Facebook, December 2009<br />
  48. (the second most popular search engine)<br />Stephan Spencer, 2009<br />
  49. 4 Billion<br />(number of photos on flickrTM)<br />Flickr Blog – October 2009<br />
  50. You May Now Update Your Relationship Status<br />
  51. me<br />2.0<br />
  52. !<br />One thing to remember<br />!<br />!<br />BUT!<br />
  53. One medium of communication has never totally replaced another<br />
  54. Media matures, multiplies & interconnects.<br />
  55. No Food.<br />Lousy Pay.<br />
  56. So, we must<br />ADAPT.<br />
  57. How to Become an SMB Super Hero in 2010<br />Embrace Your Calling<br />Abide by a Moral Code <br />Dress to Impress<br />Secure Backup<br />Establish Mission Control<br />Develop Your Super Senses<br />Master Some Super Tools<br />Respond Rapidly & Efficiently<br />Beware of Pitfalls<br />Neutralize your Nemeses<br />
  58. 1. Embrace Your Calling<br />It’s not easy<br />Sometimes lonely<br />Demands sacrifice<br />Hard work & lots of it<br />Requires investment<br />Worth It<br />
  59. 2. Abide by a “Moral Code”<br />Accessibility<br />Channels<br />Availability<br />Response Time<br />Policies<br />Ethics<br />Service<br />Social Media<br />Privacy<br />Handling Negative Feedback<br />Culture<br />Skills Growth<br />Technology Education<br />Customer Centricity<br />
  60. (Remember, Super Is as Super Does)<br />=<br />BRAND <br />CUSTOMER EXPERIENCE<br />TIME<br />
  61. 3. Dress to Impress<br />Costume = Packaging & Promise<br />Brand Identity <br />Call to Action<br />Moniker/Icon<br />Style<br />Voice<br />Hero = Company Actions & Service<br />Policies<br />Actions<br />Service<br />Behavior<br />
  62. On “True Identity” and Transparency<br />Transparency is an illusion<br />Personable, but always professional<br />Protect your “sensitive underbelly”<br />
  63. Authentic isn’t always good.<br />
  64. !<br />Beauthentically<br />!<br />!<br />GOOD!<br />
  65. 4. Secure Backup<br />Tactical Support<br />Innovation & Invention<br />Learning & Education<br />Trusted Counsel<br />Technical Knowhow<br />Tactical Execution<br />Dirty Work<br />
  66. Watch Out for Snake Oil! <br />Just buy my eBook, “Secrets Unleashed” or take my certification course<br />Just get online and talk about yourself!<br />It’s all about the follower count.<br />This stuff is easy to manage!<br />Anyone can do this - with little work or time investment.<br />Our rate is $400 an hour.<br />“EXPERT”<br />
  67. Look for Demonstrated Strength<br />Presence<br />Dialog<br />History<br />Failures<br />Successes<br />Network Strength & Influence<br />“Trench Experience”<br />“Street Credibility”<br />Specialty Knowledge<br />Willingness to share experiences<br />Client References<br />
  68. 5. Establish “Mission Control”<br />Monitor Your Territory<br />Receive Communications & Alerts<br />Measure Risks & Threats<br />Develop & Launch Action Plans<br />Incubate Innovation<br />Learn & Collaborate<br />Recharge, Recuperate from Injury<br />Refine / Hone Super Skills<br />MISSION = PLAN<br />CONTROL = PROCESS<br />
  69. Not Super<br />Unclear Direction<br />Scattered Planning<br />Poorly Defined Metrics<br />Ineffective Communication<br />Plan = Pretty PowerPoint<br />Death by meeting<br />Glued to Desktop<br />Duplicative Work<br />Reinventing the wheel<br />Ignorance<br />
  70. Super!<br />Aligned Executive Champions<br />Clear Vision & Phased Direction<br />Strong, Clear Communication<br />Cross-Organizational Synchronization<br />Actionable, Measurable Plans<br />Accessibility & Interconnectivity<br />Virtual Collaboration<br />Reusable Content & Templates<br />Replicable Processes<br />Learning Culture<br />
  71. Essential!<br />Allocate physical space and schedule dedicated time that frees you to focus strategically: Reading, learning, testing, researching, measuring and thinking to position yourself proactively – not reactively.<br />Daily, Weekly, Monthly and Annually!<br />
  72. 6. Develop Your “Super Senses”<br />What unique capabilities/core competencies do you have?<br />Product<br />Features<br />Service<br />Market<br />Angle<br />Application/Use<br />Other<br />
  73. *Original Reference: Wikipedia<br />
  74. Embrace what you do<br />BEST.<br />
  75. 7. Get Some Super Tools<br />Think of them as strategic extensions of your business, not “Marketing Tools”<br />
  76. Why?<br />Broaden Your Reach<br />Improve Performance<br />Enhance Offerings/Service<br />Provide New Capabilities<br />Drive Competitive Edge<br />Tell a More Powerful Story<br />Diffuse Direct Attacks<br />Build Relationships & Leads<br />Highly Cost Effective<br />
  77. Strategic Extensions of the Business<br />Food Trucks <br />Meet Twitter<br />Best Buy’s Twelpforce<br />19,600 inquiries<br />2,300 agents<br />4/1 positive sentiment<br />Bacon Salt<br />Facebook Ads<br />Fan Page<br />Oprah<br />Ramon DeLeon<br />Dominoes Pizza<br />Mobile<br />Web<br />Twitter<br />Facebook<br />Integrated into<br />Traditional media<br />Changed the<br />Company!<br />Rug & Relic<br />Facebook Page & Ads<br />First time FB sale 10x higher<br />Sentiment, engagement<br />Global reach<br />Loyal Audience<br />FB helps them catch a thief!<br />CDW<br />B2B<br />Employee Discounts<br />Partner Program<br />
  78. Important Digital Channels for SMBs in 2010<br />CHANNEL A FEW EXAMPLES<br />Web Site (Integrated with social platforms)<br />Virtual Communities Facebook, Linked In, Speciality & Other <br />Blog Word Press, Posterous<br />Micro Blogging Twitter<br />Experience Review Sites Angie’s List,, Get Satisfaction<br />Geo-locational “ Finders” Foursquare, Loopt,<br />Mobile (Make sure your web site is mobile friendly)<br />
  79. A Few Helpful Tools for 2010<br />TOOLS EXAMPLES<br />Smart Phone iPhone, Droid<br />Digital Video Camera Flip HD Ultra, Kodak ZI8<br />Web Conferencing/ Meetings GotoMeeting, GotoWebinar<br />“Widgets” Survey Monkey, Etc.<br />“Cloud-Based” Services Flickr, YouTube, Google Docs, Etc.<br />Social Media Management Google Reader, Tweedeck, <br />Co-Tweet, Friend or Follow, Social Mention, Klout and a host of others too long to review.<br />
  80. VALUE.<br />It’s about providing<br />
  81. 8. Beware of Pitfalls<br />Analysis Paralysis<br />Lack of Strategic Focus<br />Biting Off More Than You Can Chew<br />Wheel Spinning<br />Status Quo Mentality<br />Ignoring Customer Experience<br />
  82. Customer Experience Pitfalls<br />Way Finding.Clear the way, light the path, use signage and visual cues to make it easy and intuitive for people to complete needed tasks (find, buy, get help, pay, etc.)<br />Dead ends. Steer clear of conversations that leave customers with no outlet for resolution or a sense of “unfinished business”<br />Roadblocks. Clear obstacles from the customer’s path that prevent them from taking the “next step.” Remove barriers to entry, discovery interaction and transaction<br />Detours. Proactively anticipate, direct and respond to help customers stay the course, and avoid driving them to the competition <br />Loops. Check the logic of your interaction and dialog sequences - within and across programs. Identify dynamics that have the potential to run customers in circles. Fix problems!<br />Rough Terrain. Asking too much of customers can establish barriers to entry that negatively impact results. Smooth the path to ensure customers feel like coming back.<br />Hazardous Drop-offs. Never leave the customer cold or damage relationships with a lack of follow-through. This is especially predominant in the post-service realm.<br />Merges. It’s important to ensure the relationship between transactions, programs and offerings clearly presented and seamlessly offered across channels. <br />Access & Exits. Make it intuitive for a customer to find you, access transactional information, products and services. Make it easy for any customer to engage, disengage and reengage with appropriate ease.<br />
  83. 9. Neutralize Your Nemeses.<br />
  84. Know Your Enemies<br />The Enemies Within<br />Apathy<br />Change Resistance<br />Task-Focus<br />Perpetual Reactive Mode<br />Silo-driven execution<br />“Not My Job” mentality<br />“Inside Out” Focus<br />Lack of empowerment<br />Lack of ownership<br />Lack of Integration<br />Lack of executive support<br />Lack of resourcing<br />Rampant self interest<br />Poor Behavior<br />The External Enemies<br />Brand Detractors<br />Ruthless Competitors<br />The Economy<br />Misinformation<br />Media Bias<br />Lack of Awareness<br />Bad Counsel<br />Hackers<br />
  85. 10. Respond Rapidly & Efficiently<br />Proactive, not reactive<br />Negative feedback = opportunity for gracious response<br />Based on planning, policies and standards<br />Based on cross-organizational communication<br />Don’t get caught in analysis paralysis<br />You don’t have to be perfect, just honest and fair<br />
  86. Take Care of People & Brand Takes Care of Itself<br />
  87. The One Question to Ask Yourself<br />Kathy Sierra<br />
  88. What Super Powers Do You Give Your Customers?<br />
  89. Power<br />Prestige<br />Exclusive Access<br />Freedom<br />Flexibility<br />Simplicity<br />Creativity<br />Power<br />Interoperability<br />Speed<br />Flow<br />Energy<br />Focus<br />Drive<br />Escape<br />Work Space<br />
  90. It’s about making people feel<br />SUPER!<br />
  91. Which leads to this!<br />
  92. Winning in 2010<br />
  93. Summary: 2010 is the Year to Focus On<br />Building New Marketing Muscle<br />Showcasing Your Super Strengths<br />Improving & Extending with Super Tools<br />Empowering Prospects & Customers<br />Delivering a Super Experience<br />
  94. !<br />Ready, Set,<br />!<br />GO!<br />!<br />
  95. 10 Things To Do in the Next Month<br />Buy a Smart Phone and sign up for text and web access<br />iPhone or Droid, preferable<br />Kill your television and read some Super books<br />A few recommendations: Groundswell, Reality Check, The New Influencers, The New Rules for Marketing and PR, Trust Agents , Tribes and The Digital Handshake<br />Watch Common Craft’s FREE videos explaining social media<br />Social Media, Social Networking, Bookmarking, RSS, Twitter, Twitter Search, Podcasting and others!<br />Sign up for Google Reader and put RSS to work for you (see above)<br />MPDaily Fix & Fix Author Blogs (like me!), Jeremiah Owyang, David Armano, Tom Peters, Guy Kawasaki, Mack Collier, Beth Harte, Valeria Maltoni, Church of the Customer, Brian Solis, Jason Falls, Seth Godin, Mashable, Hubspot, WOMMA, Social Media Today, Tech Crunch, Inside Facebook and many others you will quickly find.<br />Spend time with your customers and ask some probing questions<br />How is the experience we offer? What can be better? Where do you want to see and interact with us? Do you use Twitter, Facebook, You Tube? What Can I Improve?<br />
  96. 10 Things To Do in the Next Month<br />Target three experience pitfalls and develop a plan to remedy them<br />E.g. Poor Front-Office Service, Poor Integration between Marketing and Customer Service Team, Service Issues, Accessibility <br />Pick three digital channels or tools you will focus on for 2010 <br />Twitter, Facebook, You Tube, Web Conferencing<br />Start learning about them actively<br />Think through the implications of participation<br />Sign up for one new channel and start engaging<br />Find some smart people (see RSS list to start!) and look for your target customers!<br />Print out this document and review it again<br />(If nothing else, the action figures are entertaining)<br />Contact me if you get stuck! <br />Google Me! <br /><br />@livepath on Twitter<br />
  97. WOOT!<br />SM<br />Demands & Expectations<br />2010<br />You<br />
  98. Thank You!<br />Action figures by Marvel , Mattel and DC Comics<br />Leigh Durst <br />leigh(at)livepath(dot)net<br /><br />@livepath<br />Ann Handley<br /><br />@marketingprofs<br /><br />Gotomeeting(at)citrixonline(dot)com<br />@gotowebinar<br />
  99. Learn More About the Super Powers of Webinars <br />Give us a call<br />1-800-372-6207<br />Send us an email <br /><br />Visit our Website<br /><br />Connect with us on Twitter<br />@gotowebinar<br />