SlideShare a Scribd company logo

Marketing - Ways To Increase The Value Of Your Certification

This was a presentation given to 100+ members of the Certification Networking Group (http://cng.communicators.com) 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

1 of 14
December, 2006 Christopher Carfi Cerado, Inc. Marketing—Ways To Increase the Value Perception for Your Certification
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Quick Background Co-Founder, Cerado Win/Loss Analysis, Competitive Intelligence, Business Blogging http://www.cerado.com  Creator, Haystack TM  Networking Serious social networking for businesses and associations http://haystack.cerado.com  Editor,  The Social Customer Manifesto  weblog “ Best CRM Weblog,” SearchCRM.com http://www.socialcustomer.com
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”
Networking Exercise
How “Web 2.0” Is Affecting Business Relationships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

More Related Content

Viewers also liked

Long thanh that cua dan ong
Long thanh that cua dan ongLong thanh that cua dan ong
Long thanh that cua dan onghaihuong2005
 
elearning2
elearning2elearning2
elearning2phaisack
 
Refworks e Embase.com
Refworks e Embase.comRefworks e Embase.com
Refworks e Embase.combibliobioing
 
Waisetsu hitorimondo
Waisetsu hitorimondoWaisetsu hitorimondo
Waisetsu hitorimondonightingale
 
7 Future trends in Mobile Development - Webstock 2011
7 Future trends in Mobile Development - Webstock 20117 Future trends in Mobile Development - Webstock 2011
7 Future trends in Mobile Development - Webstock 2011alexbrie
 
Pedaspectsoflearntechn kak6003a
Pedaspectsoflearntechn kak6003aPedaspectsoflearntechn kak6003a
Pedaspectsoflearntechn kak6003aKai Pata
 
Sitofono 2010 - Product Description
Sitofono 2010 - Product DescriptionSitofono 2010 - Product Description
Sitofono 2010 - Product DescriptionLuca Filigheddu
 
Digital learning futures: Communication and collaboration
Digital learning futures: Communication and collaborationDigital learning futures: Communication and collaboration
Digital learning futures: Communication and collaborationCharles Darwin University
 
Promo Cd Done 97
Promo Cd Done 97Promo Cd Done 97
Promo Cd Done 97rddietrich
 
Expertisegroep Onderwijs UvA najaar 2013
Expertisegroep Onderwijs UvA najaar 2013Expertisegroep Onderwijs UvA najaar 2013
Expertisegroep Onderwijs UvA najaar 2013University of Amsterdam
 
World Numeracy Day - MGS Puzzle
World Numeracy Day - MGS PuzzleWorld Numeracy Day - MGS Puzzle
World Numeracy Day - MGS PuzzleOllie Bray
 
The Fox And The Title Deed
The Fox And The Title DeedThe Fox And The Title Deed
The Fox And The Title Deedpaoluc
 

Viewers also liked (17)

Long thanh that cua dan ong
Long thanh that cua dan ongLong thanh that cua dan ong
Long thanh that cua dan ong
 
elearning2
elearning2elearning2
elearning2
 
Refworks e Embase.com
Refworks e Embase.comRefworks e Embase.com
Refworks e Embase.com
 
Ch01
Ch01Ch01
Ch01
 
lab01
lab01lab01
lab01
 
Waisetsu hitorimondo
Waisetsu hitorimondoWaisetsu hitorimondo
Waisetsu hitorimondo
 
7 Future trends in Mobile Development - Webstock 2011
7 Future trends in Mobile Development - Webstock 20117 Future trends in Mobile Development - Webstock 2011
7 Future trends in Mobile Development - Webstock 2011
 
Pedaspectsoflearntechn kak6003a
Pedaspectsoflearntechn kak6003aPedaspectsoflearntechn kak6003a
Pedaspectsoflearntechn kak6003a
 
Case2 - blog.nicehouse.pl
Case2 - blog.nicehouse.plCase2 - blog.nicehouse.pl
Case2 - blog.nicehouse.pl
 
Castillo de Ainsa
Castillo de Ainsa Castillo de Ainsa
Castillo de Ainsa
 
Sitofono 2010 - Product Description
Sitofono 2010 - Product DescriptionSitofono 2010 - Product Description
Sitofono 2010 - Product Description
 
Digital learning futures: Communication and collaboration
Digital learning futures: Communication and collaborationDigital learning futures: Communication and collaboration
Digital learning futures: Communication and collaboration
 
Open Genius: Crowdfunding Science
Open Genius: Crowdfunding ScienceOpen Genius: Crowdfunding Science
Open Genius: Crowdfunding Science
 
Promo Cd Done 97
Promo Cd Done 97Promo Cd Done 97
Promo Cd Done 97
 
Expertisegroep Onderwijs UvA najaar 2013
Expertisegroep Onderwijs UvA najaar 2013Expertisegroep Onderwijs UvA najaar 2013
Expertisegroep Onderwijs UvA najaar 2013
 
World Numeracy Day - MGS Puzzle
World Numeracy Day - MGS PuzzleWorld Numeracy Day - MGS Puzzle
World Numeracy Day - MGS Puzzle
 
The Fox And The Title Deed
The Fox And The Title DeedThe Fox And The Title Deed
The Fox And The Title Deed
 

More from Christopher Carfi

Swipp plus overview for marketers
Swipp plus overview for marketersSwipp plus overview for marketers
Swipp plus overview for marketersChristopher Carfi
 
Swipp Age of Social Intelligence
Swipp Age of Social IntelligenceSwipp Age of Social Intelligence
Swipp Age of Social IntelligenceChristopher Carfi
 
An Ant's Eye View of SXSW 2011
An Ant's Eye View of SXSW 2011An Ant's Eye View of SXSW 2011
An Ant's Eye View of SXSW 2011Christopher Carfi
 
FlashMarkets: An Interactive Conversation
FlashMarkets: An Interactive ConversationFlashMarkets: An Interactive Conversation
FlashMarkets: An Interactive ConversationChristopher Carfi
 
Branding Yourself Strategically
Branding Yourself StrategicallyBranding Yourself Strategically
Branding Yourself StrategicallyChristopher Carfi
 
Flashmarkets - Socon09 Keynote
Flashmarkets - Socon09 KeynoteFlashmarkets - Socon09 Keynote
Flashmarkets - Socon09 KeynoteChristopher Carfi
 
Cerado Certification Marketing Process
Cerado Certification Marketing ProcessCerado Certification Marketing Process
Cerado Certification Marketing ProcessChristopher Carfi
 
Online Identity And Reputation: An Introduction
Online Identity And Reputation: An IntroductionOnline Identity And Reputation: An Introduction
Online Identity And Reputation: An IntroductionChristopher Carfi
 
The Business Blogging Field Guide
The Business Blogging Field GuideThe Business Blogging Field Guide
The Business Blogging Field GuideChristopher Carfi
 
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a BlogBusiness Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a BlogChristopher Carfi
 

More from Christopher Carfi (17)

You Must Be Present To Win
You Must Be Present To WinYou Must Be Present To Win
You Must Be Present To Win
 
Swipp plus overview for marketers
Swipp plus overview for marketersSwipp plus overview for marketers
Swipp plus overview for marketers
 
Swipp Age of Social Intelligence
Swipp Age of Social IntelligenceSwipp Age of Social Intelligence
Swipp Age of Social Intelligence
 
Social Business 2012
Social Business 2012Social Business 2012
Social Business 2012
 
An Ant's Eye View of SXSW 2011
An Ant's Eye View of SXSW 2011An Ant's Eye View of SXSW 2011
An Ant's Eye View of SXSW 2011
 
FlashMarkets: An Interactive Conversation
FlashMarkets: An Interactive ConversationFlashMarkets: An Interactive Conversation
FlashMarkets: An Interactive Conversation
 
Branding Yourself Strategically
Branding Yourself StrategicallyBranding Yourself Strategically
Branding Yourself Strategically
 
Scanaroo Datasheet
Scanaroo DatasheetScanaroo Datasheet
Scanaroo Datasheet
 
Scanaroo Overview
Scanaroo OverviewScanaroo Overview
Scanaroo Overview
 
Flashmarkets - Socon09 Keynote
Flashmarkets - Socon09 KeynoteFlashmarkets - Socon09 Keynote
Flashmarkets - Socon09 Keynote
 
The Six Kinds Of Free
The Six Kinds Of FreeThe Six Kinds Of Free
The Six Kinds Of Free
 
Vrm Overview May2008
Vrm Overview May2008Vrm Overview May2008
Vrm Overview May2008
 
VRM Workshop Feb2008
VRM Workshop Feb2008VRM Workshop Feb2008
VRM Workshop Feb2008
 
Cerado Certification Marketing Process
Cerado Certification Marketing ProcessCerado Certification Marketing Process
Cerado Certification Marketing Process
 
Online Identity And Reputation: An Introduction
Online Identity And Reputation: An IntroductionOnline Identity And Reputation: An Introduction
Online Identity And Reputation: An Introduction
 
The Business Blogging Field Guide
The Business Blogging Field GuideThe Business Blogging Field Guide
The Business Blogging Field Guide
 
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a BlogBusiness Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
 

Recently uploaded

Elo’s result 2023: Return on investment increased to 6 per cent and cost effi...
Elo’s result 2023: Return on investment increased to 6 per cent and cost effi...Elo’s result 2023: Return on investment increased to 6 per cent and cost effi...
Elo’s result 2023: Return on investment increased to 6 per cent and cost effi...Työeläkeyhtiö Elo
 
business-model-canvas for collaborative business
business-model-canvas for collaborative businessbusiness-model-canvas for collaborative business
business-model-canvas for collaborative businessramijadpro
 
Slideshare - ONS Economic Forum Slidepack - 19 February 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 19 February 2024.pptxSlideshare - ONS Economic Forum Slidepack - 19 February 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 19 February 2024.pptxOffice for National Statistics
 
99MW Nearshore Wind Farm in Colombia.pdf
99MW Nearshore Wind Farm in Colombia.pdf99MW Nearshore Wind Farm in Colombia.pdf
99MW Nearshore Wind Farm in Colombia.pdfVictoriaGaleano
 
2023_-_Master_Trust___GPP_Defaults_Report (2).pdf
2023_-_Master_Trust___GPP_Defaults_Report (2).pdf2023_-_Master_Trust___GPP_Defaults_Report (2).pdf
2023_-_Master_Trust___GPP_Defaults_Report (2).pdfHenry Tapper
 
Cultural background and entrepreneurial spirit in retail - European Business ...
Cultural background and entrepreneurial spirit in retail - European Business ...Cultural background and entrepreneurial spirit in retail - European Business ...
Cultural background and entrepreneurial spirit in retail - European Business ...Antonis Zairis
 
Stock Market Brief Deck for 2:22 youtube vid.pdf
Stock Market Brief Deck for 2:22 youtube vid.pdfStock Market Brief Deck for 2:22 youtube vid.pdf
Stock Market Brief Deck for 2:22 youtube vid.pdfMichael Silva
 
TIM GROUP FY '23 Preliminary Results.pdf
TIM GROUP FY '23 Preliminary Results.pdfTIM GROUP FY '23 Preliminary Results.pdf
TIM GROUP FY '23 Preliminary Results.pdfGruppo TIM
 
E-learning Personal Finance Management - with design v2 .pptx
E-learning Personal Finance Management - with design v2 .pptxE-learning Personal Finance Management - with design v2 .pptx
E-learning Personal Finance Management - with design v2 .pptxakinsumboayomide
 
letter to the EF and Premiership about pension liabilities
letter to the EF and Premiership about pension liabilitiesletter to the EF and Premiership about pension liabilities
letter to the EF and Premiership about pension liabilitiesHenry Tapper
 
AGRICULTURAL PRICE POLICY -AGRICULTURAL ECONOMICS.pptx
AGRICULTURAL PRICE POLICY -AGRICULTURAL ECONOMICS.pptxAGRICULTURAL PRICE POLICY -AGRICULTURAL ECONOMICS.pptx
AGRICULTURAL PRICE POLICY -AGRICULTURAL ECONOMICS.pptxVISHALI SELVAM
 
20240220 Calibre Q4 and FY 2023 Conference Call Present.pdf
20240220 Calibre Q4 and FY 2023 Conference Call Present.pdf20240220 Calibre Q4 and FY 2023 Conference Call Present.pdf
20240220 Calibre Q4 and FY 2023 Conference Call Present.pdfAdnet Communications
 
Indistinguishable from Magic: How the Cybersecurity Market Reached a Trillion...
Indistinguishable from Magic: How the Cybersecurity Market Reached a Trillion...Indistinguishable from Magic: How the Cybersecurity Market Reached a Trillion...
Indistinguishable from Magic: How the Cybersecurity Market Reached a Trillion...Adrian Sanabria
 
The Case for Commodities as an Asset Class.ppt
The Case for Commodities as an Asset Class.pptThe Case for Commodities as an Asset Class.ppt
The Case for Commodities as an Asset Class.pptJinzhiFeng1
 
Q4 2023 Conference Call Presentation FINAL-v4.pdf
Q4 2023 Conference Call Presentation FINAL-v4.pdfQ4 2023 Conference Call Presentation FINAL-v4.pdf
Q4 2023 Conference Call Presentation FINAL-v4.pdfAdnet Communications
 
Stock Market Brief Deck from youtube 2/16
Stock Market Brief Deck from youtube 2/16Stock Market Brief Deck from youtube 2/16
Stock Market Brief Deck from youtube 2/16Michael Silva
 
Shrambal_Distributors_February_Newsletter_2024.pdf
Shrambal_Distributors_February_Newsletter_2024.pdfShrambal_Distributors_February_Newsletter_2024.pdf
Shrambal_Distributors_February_Newsletter_2024.pdfvikashdidwania1
 
Stock Market Brief Deck for 2/21/24 .pdf
Stock Market Brief Deck for 2/21/24 .pdfStock Market Brief Deck for 2/21/24 .pdf
Stock Market Brief Deck for 2/21/24 .pdfMichael Silva
 

Recently uploaded (20)

Monthly Economic Monitoring of Ukraine No.229, February 2024
Monthly Economic Monitoring of Ukraine No.229, February 2024Monthly Economic Monitoring of Ukraine No.229, February 2024
Monthly Economic Monitoring of Ukraine No.229, February 2024
 
Elo’s result 2023: Return on investment increased to 6 per cent and cost effi...
Elo’s result 2023: Return on investment increased to 6 per cent and cost effi...Elo’s result 2023: Return on investment increased to 6 per cent and cost effi...
Elo’s result 2023: Return on investment increased to 6 per cent and cost effi...
 
business-model-canvas for collaborative business
business-model-canvas for collaborative businessbusiness-model-canvas for collaborative business
business-model-canvas for collaborative business
 
Slideshare - ONS Economic Forum Slidepack - 19 February 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 19 February 2024.pptxSlideshare - ONS Economic Forum Slidepack - 19 February 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 19 February 2024.pptx
 
99MW Nearshore Wind Farm in Colombia.pdf
99MW Nearshore Wind Farm in Colombia.pdf99MW Nearshore Wind Farm in Colombia.pdf
99MW Nearshore Wind Farm in Colombia.pdf
 
2023_-_Master_Trust___GPP_Defaults_Report (2).pdf
2023_-_Master_Trust___GPP_Defaults_Report (2).pdf2023_-_Master_Trust___GPP_Defaults_Report (2).pdf
2023_-_Master_Trust___GPP_Defaults_Report (2).pdf
 
Cultural background and entrepreneurial spirit in retail - European Business ...
Cultural background and entrepreneurial spirit in retail - European Business ...Cultural background and entrepreneurial spirit in retail - European Business ...
Cultural background and entrepreneurial spirit in retail - European Business ...
 
Stock Market Brief Deck for 2:22 youtube vid.pdf
Stock Market Brief Deck for 2:22 youtube vid.pdfStock Market Brief Deck for 2:22 youtube vid.pdf
Stock Market Brief Deck for 2:22 youtube vid.pdf
 
TIM GROUP FY '23 Preliminary Results.pdf
TIM GROUP FY '23 Preliminary Results.pdfTIM GROUP FY '23 Preliminary Results.pdf
TIM GROUP FY '23 Preliminary Results.pdf
 
E-learning Personal Finance Management - with design v2 .pptx
E-learning Personal Finance Management - with design v2 .pptxE-learning Personal Finance Management - with design v2 .pptx
E-learning Personal Finance Management - with design v2 .pptx
 
letter to the EF and Premiership about pension liabilities
letter to the EF and Premiership about pension liabilitiesletter to the EF and Premiership about pension liabilities
letter to the EF and Premiership about pension liabilities
 
AGRICULTURAL PRICE POLICY -AGRICULTURAL ECONOMICS.pptx
AGRICULTURAL PRICE POLICY -AGRICULTURAL ECONOMICS.pptxAGRICULTURAL PRICE POLICY -AGRICULTURAL ECONOMICS.pptx
AGRICULTURAL PRICE POLICY -AGRICULTURAL ECONOMICS.pptx
 
20240220 Calibre Q4 and FY 2023 Conference Call Present.pdf
20240220 Calibre Q4 and FY 2023 Conference Call Present.pdf20240220 Calibre Q4 and FY 2023 Conference Call Present.pdf
20240220 Calibre Q4 and FY 2023 Conference Call Present.pdf
 
Indistinguishable from Magic: How the Cybersecurity Market Reached a Trillion...
Indistinguishable from Magic: How the Cybersecurity Market Reached a Trillion...Indistinguishable from Magic: How the Cybersecurity Market Reached a Trillion...
Indistinguishable from Magic: How the Cybersecurity Market Reached a Trillion...
 
The Case for Commodities as an Asset Class.ppt
The Case for Commodities as an Asset Class.pptThe Case for Commodities as an Asset Class.ppt
The Case for Commodities as an Asset Class.ppt
 
Q4 2023 Conference Call Presentation FINAL-v4.pdf
Q4 2023 Conference Call Presentation FINAL-v4.pdfQ4 2023 Conference Call Presentation FINAL-v4.pdf
Q4 2023 Conference Call Presentation FINAL-v4.pdf
 
Veritas Financial statement presentation 2023
Veritas Financial statement presentation 2023Veritas Financial statement presentation 2023
Veritas Financial statement presentation 2023
 
Stock Market Brief Deck from youtube 2/16
Stock Market Brief Deck from youtube 2/16Stock Market Brief Deck from youtube 2/16
Stock Market Brief Deck from youtube 2/16
 
Shrambal_Distributors_February_Newsletter_2024.pdf
Shrambal_Distributors_February_Newsletter_2024.pdfShrambal_Distributors_February_Newsletter_2024.pdf
Shrambal_Distributors_February_Newsletter_2024.pdf
 
Stock Market Brief Deck for 2/21/24 .pdf
Stock Market Brief Deck for 2/21/24 .pdfStock Market Brief Deck for 2/21/24 .pdf
Stock Market Brief Deck for 2/21/24 .pdf
 

Marketing - Ways To Increase The Value Of Your Certification

  • 1. December, 2006 Christopher Carfi Cerado, Inc. Marketing—Ways To Increase the Value Perception for Your Certification
  • 2.
  • 3. Quick Background Co-Founder, Cerado Win/Loss Analysis, Competitive Intelligence, Business Blogging http://www.cerado.com Creator, Haystack TM Networking Serious social networking for businesses and associations http://haystack.cerado.com Editor, The Social Customer Manifesto weblog “ Best CRM Weblog,” SearchCRM.com http://www.socialcustomer.com
  • 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”
  • 6.
  • 7.
  • 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.
  • 10.
  • 11. Marketing Tactics – Online, Offline
  • 12.
  • 13.
  • 14.