1. The document discusses how social media and digital technology have revolutionized customer interactions by making them more social and participatory. It emphasizes that digital experiences will become the primary way customers engage with brands. 2. It provides five ideas for companies to consider in adapting to this new environment: 1) leverage user-generated content and advocacy, 2) harness influencer relationships, 3) make brands more human by adopting singular or multiple voices, 4) create new businesses from hidden assets, and 5) develop mobile and context-based digital experiences. 3. The key message is that digital is transforming customer relationships and companies must use it to get closer to their customers rather than just as an advertising channel. Personalized and

1. Understanding the Social CustomerRyan Turner, Director of Social Media, Westryan.turner@razorfish.com@wryanturner

2. Questions?

3. Razorfish creates experiences that build business.

4. Banana phone slide

6. But is this really any different than previous technology “revolutions?”

8. Everything’s amazing, but nobody’s happy.

9. Yes, it’s a revolution. And the revolution in this case is not technological but social.

10. What happened?

11. Broadband.WSIWYG.YouTube.

12. Some Context: Ryan’s Ten-Cent History of the WebCommunity-FocusedBroadcastParticipatoryUser-GeneratedBottom-UpHTMLHigh Threshold of EntryLow BandwidthText-BasedCollaborationCorporation-DrivenTop-DownData-DrivenNo entryFlash intros!Text and ImagesTransactionUser-GeneratedBottom-UpStandards-DrivenLower Threshold of EntryHigh BandwidthMultimediaInteraction1980’s-19941994-20052005-Now

13. Web 2.0 and social media are social phenomena above all. Blogs Discussion BoardsForums Chat IMVlogsMoblogsSMS PodcastsMicroblogsPhoto BlogsPrediction Markets RSSCollaborationCollectiveIntelligence CommunitiesWikis Recommender SystemsMashupsUser-GeneratedContentVSSocial media is made up of people, relationships among people, and things people create and share

14. AgendaThe Digital CustomerInfluenceBrand PersonalityExtend the BusinessDevice Proliferation

15. 5 Ideas to considerLetting customers do the workHarness influencer dynamicsMake your brands more humanCreate new businessesTake digital on the road

16. These are difficult times

17. But every year we spend more time online1999 :7 hours 2000 : 7 hours 2001 : 7 hours 2002 : 7 hours 2003 : 9 hours 2004 : 8 hours 2005 : 9 hours 2006 : 9 hours 2007 : 11 hours 2008 : 14 hours 2009 : 13 hours

18. And social media is exploding

19. “If we add up all the time people have spent playing World of Warcraft, it would total approximately 5.93 million years. That’s the same amount of time that homo sapiens has existed.”-- Jane McGonigal, TED 2010

20. Because we took a wrong turn somewhereMost products were originally sold based on a personal relationship in a high-touch environmentBut busy lifestyles required efficiency and organizations needed the scaleThe internet brought customership into our homes and officesMobile took these interactions out of home and gave us even more control over where and when we transacted

21. The more we invested in technology, the more distant we got from our customers

22. The Idea! We spent the last 30 years using technology to separate ourselves from our customers . . .Let’s spend the next 30 using technology to get closer to our customers.

23. Ironically, digital is going to play a big part in making that happen.

24. There are challenges.

25. 76% of people think companies lie in ads77%trust companies less than they did last year38%of people believe companies will do what is right15% of people enjoy the ads as much as the programs2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.Page 25© 2009 Razorfish. All rights reserved.

26. 1. Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers?65.3% Yes34.7% No

27. 2. Has that experience influenced whether or not you purchased a product or service from the brand?97.1% Yes2.9% No

28. 3. Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, email)?64.1% Yes35.9% No

29. Increasingly, digital is the first—and frequently only—customer touchpoint.

30. Success requires personal, high-touch interactions.And we already have examples of companies creating transformative digital experiences…

31. Here are just a few of them

32. Bottom Line: Digital Is Not Just an Ad ChannelDigital is not simply an “awareness” or CRM play, it’s a customer-creation play. The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly.Digital is quickly becoming the first and most important customer touchpoint. It’s transforming your customer relationships, whether you like it or not.

33. It’s not about understanding what you can do, it’s about knowing what you should do.

34. 5 concepts to consider

35. 1DiSo enables WoMIDEALet customers do the work for you

36. 1IDEA“The purpose of a business is to create a customer”– Peter Drucker

37. 1IDEA“The purpose of a business is to create a customer who creates customers”

38. 1IDEALeaving your only job to be taking care of your existing customersTrust me, that’ll be harder not easier…

39. 1IDEA1 billion total media impressions to date; 44M blogs, 70M tweets, 300K new Facebook fans

40. 1IDEA

41. 2Syndication magnifies influenceIDEAHarness influencer dynamics.

42. Why does influence matter online?72% of internet users say they are exposed to too much advertising

43. 2IDEA

44. 2IDEA

45. 2IDEAWhat are the implications of this?You’ve got new marketing tactics to leverage

46. You can optimize your media spend even further

47. Your social influencers can bring in more consumers

48. You need new metrics for evaluating customer value3IDEAMake your brands even more human

49. 3IDEABrand VoicesSingular company voiceReflects the brand personalityEverybody follows the brand voiceAppears in all brand touch pointsUsually unique to the companySometimes manifested in a personUsed everywhere –signage to adsSIM VoicesMultiple, authentic individual voicesTransparent and discoverableEngaging and conversationalAppears where conversations areUnique to the person not the companyManifested in a real personUsed only by real people

50. 3IDEABrand VoiceSocial Voice Social Brand

54. 3IDEA

55. 3IDEA1.0Strategy & PlanningResearch & DevelopmentOperationsMarketing & SalesCorporate CommunicationsHuman ResourcesCustomers2.0Strategy & PlanningResearch & DevelopmentOperationsMarketing & SalesCorporate CommunicationsHuman ResourcesCustomers

57. 2.3.10Governance DocumentsWorkflow, Routing, and EscalationSocial Media Governance CharterCommunity GuidelinesInternal Participation PolicyResponsibility MatrixOne-Page Social Media OrientationPerformance Metrics Online Brand Personality BriefBrand GuidelinesMore: www.socialmediagovernance.com

59. 2.3.10Business, Marketing. Compliance leadership“I’ve got something to share”Venue hostExpert AdvisorFriendly promoterInternal and external contributorsActive & prominent Social Media participantsCompliance and Brand AuthoritySocial Media Governance Board:Participant/Content Creator:Moderator:Curator:Evangelist: Key Contributors:Social Media Leadership Team:Approver:There will be overlap (people will wear more than one hat). A member of the governance board could be a key contributor as a curator for a niche market. A moderator not only can, but should, be a key contributor. ROLES AND RESPONSIBILITIES

60. Governance documents: responsibility matrix2.3.10

61. 3IDEAWhat are the implications of this?People connect with people more than brands

62. You need to practice permission marketing

63. Create personal, not personalized, experiences

64. Cede partial brand ownership to your customers4IDEACreate new businesses out of hidden assets

65. 4IDEAOver the next decade, two out of every three companies will face the challenge of their corporate lives: redefining their core business. Buffeted by global competition and facing an uncertain future, more and more executives will realize that they must make fundamental changes in their core even as they continue delivering the goods and services that keep them in business today

66. 4IDEA

67. 4IDEAWhat are the implications of this?Your business is going to radically change

68. You’ve got hidden assets to be leveraged

69. Your front-line customer interactions will matter even more

70. Your customers can help you navigate this world5IDEATake your digital experiences on the road

71. 5IDEAFunctionalityMobility

72. 5IDEAFunctionalityMobility

73. 5IDEA

74. 5IDEAWhat are the implications of this?Context joins content at the core of digital experiences

75. Social media goes mobile in a fundamental way

76. Real time activity will drive brand perception5 Ideas to considerLetting customers do the workHarness influencer dynamicsMake your brands more humanCreate new businessesTake digital on the road

77. Know me. Create value. Be relevant.QUESTIONS…