This document discusses how companies can leverage social media and conversations to rediscover their human connections with customers. It argues that markets are made of people, not demographic segments, and the internet now enables conversations among humans that were not possible before. It suggests that companies should learn to listen to customers, crowdsource innovation from communities, shift to more social and conversational marketing, change how they approach conversations with customers, scale conversations across communities, redefine what brands mean in a social context, and ultimately leverage the human connection that social media makes possible.

1. Rediscovering The Human
Connection
David Feldt @davidfeldt davidfeldt.com jazlabs.com

2. “Markets are conversations.”
“Markets consist of human beings, not
demographic sectors.”
“The Internet is enabling conversations
among human beings that were simply not
possible in the era of mass media.”

4. People
Machines
Social
&
Factories
Back To
The
Future
Web
2.0
Hardware
Web
So6ware

5. Traditional
Digital
TV
Marketing Communi?es
Radio
 push or pull messaging Blogs
Print
 interactive Micro-­‐blogs
Outdoor
 brand/offer centric Forums
Direct
Mail
 automated Customer
Service
 technology dependent
 mass or segmented
lower engagement higher engagement
Traditional Social
Marketing Engagement
Banners
 dialog
 push messaging Micro-­‐sites
 broadcast  conversational
Email
 real-time
 brand/offer centric Search
 formal  human voice
 mass or segmented  informal
 niche
 people & tech dependent
Adapted
from
David
Armano

6. Execu?ve
HR
PR
Opera?ons
Social Marke?ng
Product
Sales
Development
Customer
Service

7. Embracing Social

9. • Learning To Listen
• Crowdsourcing Innovation
• Shifting Marketing
• Changing The Conversation
• Scaling The Conversation
• Redefining What “Brand” Means
• Leveraging the Human
Connection

10. Learning To Listen

12. June
2005
NASDAQ
DELL
October
2007

16. August
17,
2005

17. July
10,
2006

18. Jan
27,
2007

23. Crowdsourcing Innovation

29. Shifting Marketing

32. $143
million
from
1999-­‐2009
$ZERO
in
2010
$33
million
in
2009

35. Changing The Conversation

36. Change The Conversation
The Trouble Ford Was In
• Consumers don’t trust corporations
• Trust needs a face and a name
• Enter the automotive crisis
• Ford put into an interesting position
• Can a bad situation be a brand defining moment?

41. Scaling The Conversation

45. Redefining what “Brand” means

48. Zappos Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble

54. Leveraging the Human Connection