Customer Passion: How to Create Movements

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My talk from Pressnomics 2013 about inspiring customer passion, and creating a movement -- not just a community.

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Customer Passion: How to Create Movements

  1. 1. customer  passion HOW  TO  START  A   MOVEMENT Maria Ogneva @themaria Thursday, October 17, 13
  2. 2. “The purpose of a business is to create a customer” - Peter Drucker Thursday, October 17, 13
  3. 3. 1 in 5 consumers switched providers in 2012 - Accenture Thursday, October 17, 13
  4. 4. how’s  your  customers’  experience? h:p://www.flickr.com/photos/leonid_yaitsky/9850059283/sizes/c/ Thursday, October 17, 13
  5. 5. think bigger social and mobile are just table stakes 5 Thursday, October 17, 13
  6. 6. what  if  you  could... ...start  a  movement h:p://1x.com/photo/35657 Thursday, October 17, 13
  7. 7. 10 steps to becoming: remarkable innovative memorable magnetic Thursday, October 17, 13
  8. 8. 1.   Find  your   groove Thursday, October 17, 13
  9. 9. what  are  you  doing? What the market needs Thursday, October 17, 13 What you’re uniquely qualified to do
  10. 10. “People don't buy what you do; they buy why you do it. And what you do simply proves what you believe” - Simon Sinek Thursday, October 17, 13
  11. 11. 2.   Know  your   customers Thursday, October 17, 13
  12. 12. why  do  they  buy? Thursday, October 17, 13
  13. 13. what  do  they  need  from  you? feedback ask ask loop customers employees Thursday, October 17, 13
  14. 14. 3.   Don’t  become   a  commodity Thursday, October 17, 13
  15. 15. 2.5 quintillion bits of data daily U.S. competitive intensity has more than doubled during the last 40 years. -Deloitte Shift Index Thursday, October 17, 13
  16. 16. make  art Thursday, October 17, 13
  17. 17. 4.   Thursday, October 17, 13 Become  obsessed   with  experience
  18. 18. to  get  what   …  give  people  what   you  want… they  need Purchase Advocacy Repurchase Respect Consistency w/promise Support, service Thursday, October 17, 13
  19. 19. experience must be consistent make community part of entire cycle mobile Awareness online Consideration Repurchase Customer Co-­‐‑creation offline Thursday, October 17, 13 Purchase Advocacy Engagement phone, email
  20. 20. 5.   Design  for   adaptability Thursday, October 17, 13
  21. 21. help  your  employees  do  best  work connect empower decentralize trust passion Thursday, October 17, 13
  22. 22. organize  around  vision,  not  process inflexible on the vision Thursday, October 17, 13 flexible on the process
  23. 23. 6.   Get  your   house  in  order Thursday, October 17, 13
  24. 24. groom  employee  (and  partner)   advocates h:p://www.flickr.com/photos/25201018@N04/5124855519/ Thursday, October 17, 13
  25. 25. create the conditions for: Purpose Autonomy Mastery Daniel Pink, Drive Thursday, October 17, 13
  26. 26. 7.   Start  a   movement Thursday, October 17, 13
  27. 27. yes,  companies  can  start   (or  join)  movements Thursday, October 17, 13
  28. 28. What makes a movement? • • • • • • Shared purpose and vision Shared passion Shared and individual identity Specific, actionable and urgent Leadership Community of action Thursday, October 17, 13
  29. 29. 8.   Build   community   Thursday, October 17, 13
  30. 30. why  bother? Enable movements Behavior change that sticks Close and loose ties Convening Alignment Small groups Belief that it’s possible Peer support Ability to self-organize Thursday, October 17, 13 Motivation Autonomy Mastery Purpose
  31. 31. Customers in communities spend 19% more - University of Michigan Thursday, October 17, 13
  32. 32. building  a  community  is  hard different expectations different metrics not transaction not campaign let go of control Thursday, October 17, 13
  33. 33. A community is like a garden it takes a long time to build it’s really hard but when it works, it pays disproportionate dividends Thursday, October 17, 13
  34. 34. till  the  soil have a plan and a vision get your community to participate in creating it Thursday, October 17, 13
  35. 35. get  a  gardener community manager helps increase engagement 90%-9%-1% (lurker-contributor-creator) -->17%-57%-26% (check out http://www.communityroundtable.com/start/thevalue-of-community-management-by-the-numbers-infographic/) h:p://www.flickr.com/photos/21434391@N02/6087066378/ Thursday, October 17, 13
  36. 36. plant  the  seeds start small! build community with community make it “sticky” build trust get colleagues to engage early champions help define behaviors Thursday, October 17, 13
  37. 37. water  your  garden onboard new members grow membership handle conflict be a host commit to everyday engagement first: start conversations proactively later: step away and get customers to talk to each other Thursday, October 17, 13
  38. 38. harvest make it part of your business, not an afterthought promote storytelling; celebrate members curate and help members use and create content Thursday, October 17, 13
  39. 39. 9.   Have  a   narrative Thursday, October 17, 13
  40. 40. have  a  narrative open ended: no beginning, no middle no end community is the protagonist; invite participation it’s about what you do, not what you say h:p://www.flickr.com/photos/40822511@N02/6048703062/ Thursday, October 17, 13
  41. 41. celebrate  small  wins “They tried to kill us, we survived, let’s eat.” - Jewish saying h:p://www.flickr.com/photos/45409431@N00/7968954274/ Thursday, October 17, 13
  42. 42. 10.   Never  stop   learning Thursday, October 17, 13
  43. 43. measure qualitative quantitative high level metrics engagement adoption business value 43 Thursday, October 17, 13
  44. 44. data Thursday, October 17, 13 insights action
  45. 45. embrace  failure h:p://www.flickr.com/photos/76454756@N00/508647245/ Thursday, October 17, 13
  46. 46. get  started;  adjust  as  needed Thursday, October 17, 13
  47. 47. THANK  YOU! KEEP IN TOUCH! @themaria Thursday, October 17, 13

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