Jacob morgan

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Jacob morgan

  1. 1. From Fans and Followers to Customers and Advocates Jacob Morgan
  2. 2. Principal, Chess Media Group Author, Twittfaced Blogger: jmorganmarketing.com Traveler, Chess Lover, and Explorer Twitter: @JacobM Desert Safari, Dubai
  3. 3. Let’s Start with the Numbers Terracotta Warriors, Xi’an, China
  4. 4. <ul><li>Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”) </li></ul><ul><li>Fastest growing sector for Internet use is communities (5.4% in a year) </li></ul><ul><li>43% of consumers say that companies should use social networks to solve the consumers' problems ( Cone Business in Social Media Study) </li></ul><ul><li>7% of organizations understand the CRM value of social media according to the Brand Science Institute, European Perspective, August 2010. </li></ul><ul><li>The Three most influential factors for consumers when deciding which company to do business with are: personal experience (98%), company’s reputation or brand (92%), and recommendations from friends and family (88%) (American Express) </li></ul>Atlantis Hotel, Dubai
  5. 7. The Customer is Changing. Is Your Company? The traditional customer is the one we all were as recently as a decade ago.  We bought products and services and based our decisions on utility and price.  We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that.  But that customer changed because of a social change in the early part of the millennium.  The customer seized control of the business ecosystem and it was never the same .“ ~ Paul Greenberg, Author of CRM at the Speed of Light
  6. 8. Agenda
  7. 10. Product issues are PRODUCT ISSUES Don’t bribe your customers, fix the problem!
  8. 11. “ By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value . Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure .” ~ Gartner Group Dubai desert
  9. 12. Dr. Natalie Petouhoff,
  10. 13. Dr. Natalie Petouhoff,
  11. 18. Hello Ladies! What Would You Do?
  12. 20. Thank You <ul><li>chessmediagroup.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @jacobm </li></ul><ul><li>Blog: jmorganmarketing.com </li></ul><ul><li>Free Guide to Understanding </li></ul><ul><li>Social CRM: </li></ul><ul><li>www.chessmediagroup.com/ </li></ul><ul><li>(on resources page and bottom </li></ul><ul><li>Right of home page) </li></ul>

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