Collaborate or die

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How to redesign your marketing for empowered customers

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Collaborate or die

  1. 1. © !nspiration 2012 Bert van den Berg December 2nd, 2013
  2. 2. © !nspiration 201207-Feb-14 2
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  13. 13. © !nspiration 201207-Feb-14 13 Many of these companies are relatively new to the world…
  14. 14. © !nspiration 201207-Feb-14 14 …. even in one of the most conservative industries!!
  15. 15. © !nspiration 201207-Feb-14 15
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  22. 22. © !nspiration 201207-Feb-14 22
  23. 23. © !nspiration 201207-Feb-14 23 WORLD IS BECOMING COLLABORATIVE A COLLABORATIVE ECONOMY
  24. 24. © !nspiration 201207-Feb-14 24
  25. 25. © !nspiration 201207-Feb-14 25 TAXI’S VS LYFT
  26. 26. © !nspiration 201207-Feb-14 26 HOTELS VS AIRBNB
  27. 27. © !nspiration 201207-Feb-14 27 RESTAURANTS VS FEASTLY
  28. 28. © !nspiration 201207-Feb-14 28 BANKS VS LENDING CLUB
  29. 29. © !nspiration 201207-Feb-14 29 EMPLOYMENT AGENCIES VS ODESK
  30. 30. © !nspiration 201207-Feb-14 30 OFFICE RENTAL AGENCIES VS LIQUIDSPACE
  31. 31. © !nspiration 201207-Feb-14 31 SHOPS VS YERDLE
  32. 32. © !nspiration 201207-Feb-14 32
  33. 33. © !nspiration 201207-Feb-14 33 IT IS TIME TO TRANSFORM THE WAY YOU DO BUSINESS
  34. 34. © !nspiration 201207-Feb-14 34
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  45. 45. © !nspiration 201207-Feb-14 45
  46. 46. © !nspiration 201207-Feb-14 46 Traditional media is getting far less effective
  47. 47. © !nspiration 201207-Feb-14 47 Word of Mouth is the most effective media
  48. 48. © !nspiration 201207-Feb-14 48 Word of Mouth is the most effective media
  49. 49. © !nspiration 201207-Feb-14 49 Word of Mouth is the most effective media
  50. 50. © !nspiration 201207-Feb-14 50 Word of mouth marketing has many faces…
  51. 51. © !nspiration 201207-Feb-14 51 with different levels of impact…
  52. 52. © !nspiration 201207-Feb-14 52 …involving different types of stakeholders
  53. 53. © !nspiration 201207-Feb-14 53
  54. 54. © !nspiration 201207-Feb-14 54 Awareness Consideration Preference Purchase Loyalty
  55. 55. © !nspiration 201207-Feb-14 55 Awareness Consideration Preference Purchase Loyalty
  56. 56. © !nspiration 201207-Feb-14 56 Awareness Consideration Preference Purchase Loyalty
  57. 57. © !nspiration 201207-Feb-14 57 Awareness Consideration Preference Purchase Loyalty
  58. 58. © !nspiration 201207-Feb-14 58 Awareness Consideration Preference Purchase Loyalty
  59. 59. © !nspiration 201207-Feb-14 59
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  62. 62. © !nspiration 201207-Feb-14 62 Depth Depth channels tell your product's story. Your website, your stores and your salespeople give your customers and prospects the detail they're seeking when they explore your product and to guide them to a purchase.
  63. 63. © !nspiration 201207-Feb-14 63 Relationship channels add substantial credibility to your offering and story. Here it is about strengthening relationships with satisfied customers and develop them into “an army” of authentic brand advocates. Depth
  64. 64. © !nspiration 201207-Feb-14 64 Awareness Consideration Preference Purchase Advocacy Advocacy brings you in the consideration set immediately…
  65. 65. © !nspiration 201207-Feb-14 65 Awareness Consideration Preference Purchase Advocacy Advocacy brings you in the consideration set immediately… … and drives people from preference to purchase much faster
  66. 66. © !nspiration 201207-Feb-14 66
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  71. 71. © !nspiration 201207-Feb-14 71
  72. 72. © !nspiration 201207-Feb-14 72
  73. 73. © !nspiration 201207-Feb-14 73 ACT LIKE A FRIEND
  74. 74. © !nspiration 201207-Feb-14 74 Act like a friend
  75. 75. © !nspiration 201207-Feb-14 75
  76. 76. © !nspiration 201207-Feb-14 76 Social media has revolutionalized the way people communicate, collaborate and connect in daily life …
  77. 77. © !nspiration 201207-Feb-14 77 Social media has revolutionalized the way people communicate, collaborate and connect in daily life … but companies still use old technologies to manage their business
  78. 78. © !nspiration 201207-Feb-14 78 Intranets don’t facilitate interaction, sharing and collaboration. E-mail is a nearly prehistoric technology by today’s standards and considered as a “graveyard of information”.
  79. 79. © !nspiration 201207-Feb-14 79 We have to capture and utilize enterprise knowledge in smarter ways and collaborate with employees, customers, partners and shareholders more naturally and engagingly.
  80. 80. © !nspiration 201207-Feb-14 80 None of us are as smart as all of us Japanese Proverb Solution
  81. 81. © !nspiration 201207-Feb-14 81 There’s no business but social business Email was big, but social is bigger. Email adoption changed the way businesses communicate, but Social Business Software changes the way businesses work.
  82. 82. © !nspiration 201207-Feb-14 82 What is a social business solution? It is a platform to allow a community to share ideas, expertise, sense of purpose and trust real-time and to capture and analyze interactions.
  83. 83. © !nspiration 201207-Feb-14 83 How does it work?
  84. 84. © !nspiration 201207-Feb-14 84
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  94. 94. © !nspiration 2012

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