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Marketing - Ways To Increase The Value Of Your Certification

This was a presentation given to 100+ members of the Certification Networking Group ( on December 6, 2006.

Topics covered included:

- The customer/member is in control
- How marketing is evolving
- Marketing tactics - online, offline
- Social networking as a community marketing component
- Viral marketing best practices and ethics

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Marketing - Ways To Increase The Value Of Your Certification

  1. 1. December, 2006 Christopher Carfi Cerado, Inc. Marketing—Ways To Increase the Value Perception for Your Certification
  2. 2. Agenda <ul><li>Intro </li></ul><ul><li>The Evolution of Marketing </li></ul><ul><li>Networking Exercise </li></ul><ul><li>How “Web 2.0” Is Affecting Business Relationships: The Customer/Member Is In Control </li></ul><ul><li>Marketing Tactics - Online, Offline </li></ul><ul><li>Viral Marketing Ethics and Best Practices </li></ul><ul><li>Social Networking as a Community Marketing Component </li></ul><ul><li>Wrapup </li></ul>
  3. 3. Quick Background Co-Founder, Cerado Win/Loss Analysis, Competitive Intelligence, Business Blogging Creator, Haystack TM Networking Serious social networking for businesses and associations Editor, The Social Customer Manifesto weblog “ Best CRM Weblog,”
  4. 4. The Evolution of Marketing Source: John Hagel Affiliate – Mobilize third parties, including other customers, to become even more helpful to the people with whom you interact Isolate – Enter into a direct relationship with the customer and, wherever possible, remove all third parties from the relationship Assist – The most powerful way to attract people is to be as helpful and engaging with them as possible – this requires a deep understanding of the various contexts in which people might use your products and a willingness to “co-create” products with customers Inhibit – Make it as difficult as possible for the customer to compare your product or service with any other options Attract – Create incentives for people to seek you out Intercept – Target and expose customers to your message wherever you can find them NOW – The “Three A’s” THEN – The “Three I’s”
  5. 5. Networking Exercise
  6. 6. How “Web 2.0” Is Affecting Business Relationships <ul><li>Web is moving from “publish-only” to “read/write” </li></ul><ul><ul><li>Cost of publishing for customers/members = 0 </li></ul></ul><ul><ul><li>All media can be published – text, audio, video, etc. </li></ul></ul><ul><li>Example: CRM has moved from “managing customers” to “having conversations with customers” </li></ul><ul><ul><li>Applies to sales </li></ul></ul><ul><ul><li>Applies to marketing </li></ul></ul><ul><ul><li>Applies to support </li></ul></ul><ul><li>We've entered era of the “Social Customer” </li></ul>
  7. 7. The Social Customer Manifesto <ul><li>I want to have a say. </li></ul><ul><li>I don't want to do business with idiots. </li></ul><ul><li>I want to know when something is wrong, and what you're going to do to fix it. </li></ul><ul><li>I want to help shape things that I'll find useful. </li></ul><ul><li>I want to connect with others who are working on similar problems. </li></ul><ul><li>I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.) </li></ul><ul><li>I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter. </li></ul><ul><li>I want to know your selling process. </li></ul><ul><li>I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing. </li></ul><ul><li>I want to do business with companies that act in a transparent and ethical manner. </li></ul><ul><li>I want to know what's next. We're in partnership…where should we go? </li></ul>
  8. 8. What's Happening: Sales photo credit: gizmodo Key point 1 : Salepeople no longer have an informational advantage over their customers Key point 2 : Customers trust “someone like me” (e.g. TripAdvisor) Key point 3 : The rise of the “biz-sumer”
  9. 9. What's Happening: Marketing <ul><li>Customer expectations </li></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Authenticity </li></ul></ul><ul><ul><li>Conversations in a human voice </li></ul></ul><ul><li>Things happen </li></ul><ul><ul><li>Customers create </li></ul></ul><ul><ul><li>Customers talk </li></ul></ul><ul><ul><li>Word-of-mouth reigns </li></ul></ul>
  10. 10. What's Happening: Support <ul><li>“ Support Tags” (a.k.a. “Support Beacons”) </li></ul><ul><li>Turns support around 180 degrees </li></ul><ul><li>Customer talks on his/her own site, support comes to them </li></ul>“ ” Quote from Alex Barnett, Microsoft Naturally, there will be those who scoff and respond to the support tagging idea along the lines of &quot;Why? Customers should come to our support site, and open a ticket there&quot;. And that's how it's done today - make your customers come to you . But why not reverse this completely? This is how these companies win the hearts, minds and loyalty of their customer. Its amazing customer service - a true differentiator. By providing a support tag, it could allow for further structuring around this 'listening to the blogs customer support' approach. Of course, not all your customers would use it, but if there is a real benefit to the customer in doing so (i.e. faster response times, quality of response, etc), then why wouldn't they? And the benefits to the company providing support in this way? Well, happy customers for one - but if the support is provided via a comment then this provides evidence to prospective customers of the quality of service who happen to come across the blog post. I'll do my bit and the send idea around within Microsoft for consideration by the powers that be.
  11. 11. Marketing Tactics – Online, Offline
  12. 12. Viral Marketing Best Practices <ul><li>BE ETHICAL. Disclose, disclose, disclose </li></ul><ul><li>The Three Must-Use Word Of Mouth Marketing Tools (source: Andy Sernovitz, WOMMA) </li></ul><ul><ul><li>Ask people to spread the word </li></ul></ul><ul><ul><li>Put everything in an email </li></ul></ul><ul><ul><li>Put a “tell a friend” link on every page of your website </li></ul></ul><ul><li>YOU are your certification </li></ul><ul><li>Enable Community </li></ul><ul><ul><li>Create your own online association community </li></ul></ul><ul><ul><li>Allow members to create connections </li></ul></ul><ul><ul><li>Be the gracious host and the catalyst that enables members to get things done </li></ul></ul>
  13. 13. Trend: Social Networking for Businesses/Associations <ul><li>Social networking: Huge in consumer space in 2006 (mySpace, Facebook, etc.) </li></ul><ul><li>Not just for kids anymore </li></ul><ul><li>Business trust is in “someone like me” </li></ul><ul><li>SNS on track for use in businesses and associations: </li></ul><ul><ul><li>Customer and member relationship development </li></ul></ul><ul><ul><li>Use of the network to find experts or locate knowledge to better support customers/members </li></ul></ul><ul><ul><li>Better service by providing customers/members with the “whole product” </li></ul></ul><ul><ul><li>Creation of “all-star” teams that are right for each customer/member </li></ul></ul><ul><li>Trust is the killer app </li></ul>
  14. 14. Contact Information <ul><li>Christopher Carfi </li></ul><ul><li>Cerado, Inc. </li></ul><ul><li>[email_address] </li></ul><ul><li>650.346.4406 </li></ul><ul><li>Haystack profile: </li></ul>