SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 14 day free trial to unlock unlimited reading.
Community management goes way beyond customer service and crisis management. Making human connections is absolutely crucial to the success of your business. There is no avoiding it.
All the data has citations and sources, so you can show this to your boss, your coworkers, your clients, or anybody who needs to learn the value of community management!
Community management goes way beyond customer service and crisis management. Making human connections is absolutely crucial to the success of your business. There is no avoiding it.
All the data has citations and sources, so you can show this to your boss, your coworkers, your clients, or anybody who needs to learn the value of community management!
GARY VAYNERCHUK I want to
preface this deck by saying that numbers aren’t usually the way I choose to storytell.
GARY VAYNERCHUK In fact, there
have been a few instances in which I’ve had stats used against me because I wasn’t up on the details.
GARY VAYNERCHUK In fact, there
have been a few instances in which I’ve had stats used against me because I wasn’t up on the details. Not this time.
GARY VAYNERCHUK In fact, there
have been a few instances in which I’ve had stats used against me because I wasn’t up on the details. This time I have all the stats.* *Or at least the stats that mean something to all my corporate pals out there.
GARY VAYNERCHUK Because a lot
of people are saying (and have always been saying) “Content is King.” And not just me... ;)
GARY VAYNERCHUK Because a lot
of people are saying (and have always been saying) “Content is King.” 87% of Effie Worldwide/Forbes CMO Network Marketing Industry Survey repondents said that content marketing initiatives met or exceeded ROI expectations. [ http://www.forbes.com/sites/ jenniferrooney/2014/04/16/annual-effies-survey- content-is-king/ ]
GARY VAYNERCHUK or because there
is too much pressure for short term success. 63% of board members said the pressure to generate strong short-term results had increased over the previous five years. [ http://hbr.org/2014/01/focusing-capital-on-the-long- term/ar/1 ]
GARY VAYNERCHUK Way too much
pressure... 79% of the same people felt especially pressured to demonstrate strong financial performance over a period of just two years or less. [ http://hbr.org/2014/01/focusing-capital-on-the-long- term/ar/1 ]
GARY VAYNERCHUK In reality, while
everyone is focusing on the short game, the opportunity is for the long game. Increasing your customer retention rate by 5% can increase your profits by up to 95% over the long term. [ http://hbswk.hbs.edu/archive/1590.html ]
GARY VAYNERCHUK “Good customer service,”
An “average” customer experience performs 5-10% below benchmark in key measures. Key Measures • Likelihood to remain/renew • To buy another product • To recommend - 5-10% average [ http://www.mckinseyonmarketingandsales.com/for- customer-loyalty-only-the-best-will-do ]
GARY VAYNERCHUK “Good customer service,”
Improving to a “wow” experience performs 30-50% more. Key Measures • Likelihood to remain/renew • To buy another product • To recommend - 5-10% + 30-50% average wow [ http://www.mckinseyonmarketingandsales.com/for- customer-loyalty-only-the-best-will-do ]
GARY VAYNERCHUK The good news:
Greatness is more achievable than ever before. [ http://www.nytimes.com/2008/11/20/technology/... ] 3/4 of customers said they’d pick a vendor based on free-shipping alone.
GARY VAYNERCHUK Go BIG,Do it
like Rickey Henderson. [ https://www.linkedin.com/today/post/ article/20140120152748-10486099-the-rickey- henderson-effect ]
GARY VAYNERCHUK Go BIG, At
my first Yankees game, leftfielder Rickey Henderson winked at me. From that moment on, he had a fan for life. It was huge.
GARY VAYNERCHUK Something happens when
you are caught off guard like I was. Surprise helps create much stronger memories. [ http://wamc.org/post/dr-wael-asaad-brown-university- surprise-and-memory-formation ]
GARY VAYNERCHUK Something happens when
you are caught off guard like I was. Surprise is more satisfying than stability. [ http://www.nytimes.com/2012/12/02/opinion/sunday/ new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]
GARY VAYNERCHUK Surprising people will
build human connections for your brand. “Surprise is Still the Most Powerful Marketing Tool” [ http://www.nytimes.com/2012/12/02/opinion/sunday/ new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]
GARY VAYNERCHUK When you do
a favor for someone - even a small one, they will return it. and possibly give back more than you gave them. [ http://www.scu.edu/cas/psychology/faculty/upload/ Burger-et-al-SI-2009.pdf ]
GARY VAYNERCHUK That feeling doesn’t
go away.Interactions make people more resistant to unfollow you. [ http://www.ncbi.nlm.nih.gov/pmc/articles/ PMC1333219/ ]
GARY VAYNERCHUK And solidify the
connection your customers have with you. 80% of your company’s future revenue will come from just 20% of your existing customers. [ http://www.forbes.com/sites/ alexlawrence/2012/11/01/five-customer-retention- tips-for-entrepreneurs/ ]
GARY VAYNERCHUK Because people talk.
20 - 50% of all purchasing decisions are made based on word of mouth. [ http://www.mckinsey.com/insights/marketing_ sales/a_new_way_to_measure_word-of-mouth_ marketing ]
GARY VAYNERCHUK And talking now
is louder than it’s ever been. 77% of customers are more likely to buy a new product when learning about it from friends or family. [ http://www.nielsen.com/us/en/insights/news/2013/ a-multi-mix-media-approach-drives-new-product- awareness.html ]
GARY VAYNERCHUK I get it,
it’s hard to be the company that goes against the pressure of short-term profits.
GARY VAYNERCHUK It pays off.
The stock price of the top 10 companies of Forrester Research’s Customer Experience Index gained 22.5% between 2006 and 2010. S&P 500 lost 1.3% over the same period. [http://www.avaya.com/usa/campaign/magazine/2013/ cem/what-is-customer-lifetime-value.html ]