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NOW WITH
57% MORE
NUMBERS!
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 th...
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 th...
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 th...
GARY VAYNERCHUK
And I’m going to smash you all in the
teeth with them.
GARY VAYNERCHUK
So when you see green text like this...
GARY VAYNERCHUK
So when you see green text like this...click it.
GARY VAYNERCHUK
It’s numbers.
GARY VAYNERCHUK
It’s numbers.Numbers for your teeth.
GARY VAYNERCHUK
OK, let’s get on with it.
GARY VAYNERCHUK
You all know how I feel about
community management.
GARY VAYNERCHUK
And I know how you* feel about
community management.
*Google search frequency
for “community management”
GARY VAYNERCHUK
And I know how you feel about
community management.
You’re not as interested as
you used to be.
GARY VAYNERCHUK
Because a lot of people are saying
(and have always been saying)
“Content is King.”
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...
GARY VAYNERCHUK
But losing sight of community
management is a mistake.
But losing sight of Community
Management is a mistake.A big mistake.
GARY VAYNERCHUK
GARY VAYNERCHUK
Because community management
isn’t just about answering questions.
GARY VAYNERCHUK
Because community management
isn’t just about answering questions.It’s about human connection.
GARY VAYNERCHUK
And human connection matters!
GARY VAYNERCHUK
And human connection matters!#NoShit
GARY VAYNERCHUK
Not just because it works for me,
GARY VAYNERCHUK
Not just because it works for me,which it has...
GARY VAYNERCHUK
Not just because it works for me,but because it can work for you.
GARY VAYNERCHUK
So let me say it clearly:
GARY VAYNERCHUK
So let me say it clearly:
there is a huge opportunity to
go big in community management!
GARY VAYNERCHUK
So let me say it clearly:
there is a huge opportunity to
go big in community management!
human connection!
GARY VAYNERCHUK
The problem is people don’t listen.
GARY VAYNERCHUK
The problem is people don’t listen
because it’s just Gary talking
(you know how I love to talk)
GARY VAYNERCHUK
or because there is too much pressure
for short term success.
GARY VAYNERCHUK
or because there is too much pressure
for short term success.
63%
of board members said the pressure
to ge...
GARY VAYNERCHUK
Way too much pressure...
GARY VAYNERCHUK
Way too much pressure...
79%
of the same people felt especially
pressured to demonstrate strong
financial ...
GARY VAYNERCHUK
In reality, while everyone is focusing
on the short game, the opportunity is
in the long game.
GARY VAYNERCHUK
In reality, while everyone is focusing
on the short game, the opportunity is
for the long game.
Increasing...
GARY VAYNERCHUK
So how do you win the long game?
GARY VAYNERCHUK
So how do you win the long game?How do you keep customers?
GARY VAYNERCHUK
“Good customer service,”
GARY VAYNERCHUK
“Good customer service,”you think.
GARY VAYNERCHUK
“Good customer service,”
But good isn’t as good
as it used to be.
GARY VAYNERCHUK
“Good customer service,”
An “average” customer experience
performs 5-10% below benchmark
in key measures.
...
GARY VAYNERCHUK
“Good customer service,”
Improving to a “wow” experience
performs 30-50% more.
Key Measures
• Likelihood t...
GARY VAYNERCHUK
“Good customer service,”You need to be great.
GARY VAYNERCHUK
The good news: Greatness is more
achievable than ever before.
GARY VAYNERCHUK
The good news: Greatness is more
achievable than ever before.
[ http://www.nytimes.com/2008/11/20/technolo...
GARY VAYNERCHUK
So don’t invest your time and money
in community management that’s just
“good enough.”
GARY VAYNERCHUK
Go BIG,
GARY VAYNERCHUK
Go BIG,go personal,
GARY VAYNERCHUK
Go BIG,Do it like Rickey Henderson.
[ https://www.linkedin.com/today/post/
article/20140120152748-10486099...
GARY VAYNERCHUK
Go BIG,
At my first Yankees game, leftfielder
Rickey Henderson winked at me.
From that moment on, he had
a...
GARY VAYNERCHUK
That story isn’t some one-off
occurence, it’s human nature.
GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.
GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.Surprise is addicting.
[ http://www.ccnl.emory....
GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.
Surprise helps create much
stronger memories.
...
GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.
Surprise is more satisfying
than stability.
[ ...
GARY VAYNERCHUK
Surprising people will
build human connections
for your brand.
GARY VAYNERCHUK
Surprising people will
build human connections
for your brand.
“Surprise is Still the Most Powerful
Market...
GARY VAYNERCHUK
I’m not trying to be romantic
about this.
GARY VAYNERCHUK
Don’t do this to be “nice.”
GARY VAYNERCHUK
Don’t do this to be “nice.”Do it because it matters.
GARY VAYNERCHUK
When you do a favor for someone -
even a small one, they will return it.
GARY VAYNERCHUK
When you do a favor for someone -
even a small one, they will return it.
and possibly give back
more than ...
GARY VAYNERCHUK
I know what you’re thinking.
GARY VAYNERCHUK
I know what you’re thinking.“I can’t do this for everyone!”
GARY VAYNERCHUK
And you’re right.
GARY VAYNERCHUK
And you’re right.You can’t.
GARY VAYNERCHUK
Thing is, you don’t have to.
GARY VAYNERCHUK
The emotional high of getting an
unexpected personal response
sticks with people.
GARY VAYNERCHUK
That feeling doesn’t go away.
GARY VAYNERCHUK
That feeling doesn’t go away.Interactions make people more
resistant to unfollow you.
[ http://www.ncbi.nl...
GARY VAYNERCHUK
“I can’t do this for everyone!”
=
“I shouldn’t do this for anyone.”
GARY VAYNERCHUK
Now one more time for everyone
in the back...
GARY VAYNERCHUK
Now one more time for everyone
in the back...
“I can’t do this for everyone!”
=
“I shouldn’t do this for a...
GARY VAYNERCHUK
Do it.
Focus on depth, not width.
GARY VAYNERCHUK
And solidify the connections
you have with your customers.
GARY VAYNERCHUK
And solidify the connection your
customers have with you.
80%
of your company’s future revenue will
come f...
GARY VAYNERCHUK
If you do this, a funny
thing will happen.
GARY VAYNERCHUK
You won’t just strengthen your current
customers, you’ll get new ones.
GARY VAYNERCHUK
Because people talk.
Because people talk.
GARY VAYNERCHUK
GARY VAYNERCHUK
Because people talk.
20 - 50%
of all purchasing decisions are made
based on word of mouth.
[ http://www.mc...
GARY VAYNERCHUK
And talking now is louder than
it’s ever been.
GARY VAYNERCHUK
And talking now is louder than
it’s ever been.
77%
of customers are more likely to buy a
new product when ...
GARY VAYNERCHUK
I get it, it’s hard to be the company
that goes against the pressure of
short-term profits.
GARY VAYNERCHUK
But betting on the human side of
business works.
GARY VAYNERCHUK
It’s how I’ve built my businesses...
GARY VAYNERCHUK
It’s how I’ve built my businesses.and how I’ve scaled them.
GARY VAYNERCHUK
So don’t be afraid to invest in
human connections.
GARY VAYNERCHUK
It pays off.
GARY VAYNERCHUK
It pays off.
The stock price of the top 10
companies of Forrester Research’s
Customer Experience Index gai...
GARY VAYNERCHUK
It pays off.
I promise.
GARY VAYNERCHUK
Like what you saw?
Check out more of my Slideshares.
slideshare.com/vaynerchuk
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Go Big on Community Management!

118,280 views

Published on

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!

Published in: Social Media, Business

Go Big on Community Management!

  1. NOW WITH 57% MORE NUMBERS!
  2. GARY VAYNERCHUK I want to preface this deck by saying that numbers aren’t usually the way I choose to storytell.
  3. 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.
  4. 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.
  5. 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.
  6. GARY VAYNERCHUK And I’m going to smash you all in the teeth with them.
  7. GARY VAYNERCHUK So when you see green text like this...
  8. GARY VAYNERCHUK So when you see green text like this...click it.
  9. GARY VAYNERCHUK It’s numbers.
  10. GARY VAYNERCHUK It’s numbers.Numbers for your teeth.
  11. GARY VAYNERCHUK OK, let’s get on with it.
  12. GARY VAYNERCHUK You all know how I feel about community management.
  13. GARY VAYNERCHUK And I know how you* feel about community management. *Google search frequency for “community management”
  14. GARY VAYNERCHUK And I know how you feel about community management. You’re not as interested as you used to be.
  15. GARY VAYNERCHUK Because a lot of people are saying (and have always been saying) “Content is King.”
  16. GARY VAYNERCHUK Because a lot of people are saying (and have always been saying) “Content is King.” And not just me... ;)
  17. 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/ ]
  18. GARY VAYNERCHUK But losing sight of community management is a mistake.
  19. But losing sight of Community Management is a mistake.A big mistake. GARY VAYNERCHUK
  20. GARY VAYNERCHUK Because community management isn’t just about answering questions.
  21. GARY VAYNERCHUK Because community management isn’t just about answering questions.It’s about human connection.
  22. GARY VAYNERCHUK And human connection matters!
  23. GARY VAYNERCHUK And human connection matters!#NoShit
  24. GARY VAYNERCHUK Not just because it works for me,
  25. GARY VAYNERCHUK Not just because it works for me,which it has...
  26. GARY VAYNERCHUK Not just because it works for me,but because it can work for you.
  27. GARY VAYNERCHUK So let me say it clearly:
  28. GARY VAYNERCHUK So let me say it clearly: there is a huge opportunity to go big in community management!
  29. GARY VAYNERCHUK So let me say it clearly: there is a huge opportunity to go big in community management! human connection!
  30. GARY VAYNERCHUK The problem is people don’t listen.
  31. GARY VAYNERCHUK The problem is people don’t listen because it’s just Gary talking (you know how I love to talk)
  32. GARY VAYNERCHUK or because there is too much pressure for short term success.
  33. 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 ]
  34. GARY VAYNERCHUK Way too much pressure...
  35. 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 ]
  36. GARY VAYNERCHUK In reality, while everyone is focusing on the short game, the opportunity is in the long game.
  37. 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 ]
  38. GARY VAYNERCHUK So how do you win the long game?
  39. GARY VAYNERCHUK So how do you win the long game?How do you keep customers?
  40. GARY VAYNERCHUK “Good customer service,”
  41. GARY VAYNERCHUK “Good customer service,”you think.
  42. GARY VAYNERCHUK “Good customer service,” But good isn’t as good as it used to be.
  43. 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 ]
  44. 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 ]
  45. GARY VAYNERCHUK “Good customer service,”You need to be great.
  46. GARY VAYNERCHUK The good news: Greatness is more achievable than ever before.
  47. 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.
  48. GARY VAYNERCHUK So don’t invest your time and money in community management that’s just “good enough.”
  49. GARY VAYNERCHUK Go BIG,
  50. GARY VAYNERCHUK Go BIG,go personal,
  51. GARY VAYNERCHUK Go BIG,Do it like Rickey Henderson. [ https://www.linkedin.com/today/post/ article/20140120152748-10486099-the-rickey- henderson-effect ]
  52. 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.
  53. GARY VAYNERCHUK That story isn’t some one-off occurence, it’s human nature.
  54. GARY VAYNERCHUK Something happens when you are caught off guard like I was.
  55. GARY VAYNERCHUK Something happens when you are caught off guard like I was.Surprise is addicting. [ http://www.ccnl.emory.edu/Publicity/ MSNBC.HTM ]
  56. 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 ]
  57. 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& ]
  58. GARY VAYNERCHUK Surprising people will build human connections for your brand.
  59. 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& ]
  60. GARY VAYNERCHUK I’m not trying to be romantic about this.
  61. GARY VAYNERCHUK Don’t do this to be “nice.”
  62. GARY VAYNERCHUK Don’t do this to be “nice.”Do it because it matters.
  63. GARY VAYNERCHUK When you do a favor for someone - even a small one, they will return it.
  64. 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 ]
  65. GARY VAYNERCHUK I know what you’re thinking.
  66. GARY VAYNERCHUK I know what you’re thinking.“I can’t do this for everyone!”
  67. GARY VAYNERCHUK And you’re right.
  68. GARY VAYNERCHUK And you’re right.You can’t.
  69. GARY VAYNERCHUK Thing is, you don’t have to.
  70. GARY VAYNERCHUK The emotional high of getting an unexpected personal response sticks with people.
  71. GARY VAYNERCHUK That feeling doesn’t go away.
  72. 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/ ]
  73. GARY VAYNERCHUK “I can’t do this for everyone!” = “I shouldn’t do this for anyone.”
  74. GARY VAYNERCHUK Now one more time for everyone in the back...
  75. GARY VAYNERCHUK Now one more time for everyone in the back... “I can’t do this for everyone!” = “I shouldn’t do this for anyone.”
  76. GARY VAYNERCHUK Do it. Focus on depth, not width.
  77. GARY VAYNERCHUK And solidify the connections you have with your customers.
  78. 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/ ]
  79. GARY VAYNERCHUK If you do this, a funny thing will happen.
  80. GARY VAYNERCHUK You won’t just strengthen your current customers, you’ll get new ones.
  81. GARY VAYNERCHUK Because people talk.
  82. Because people talk. GARY VAYNERCHUK
  83. 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 ]
  84. GARY VAYNERCHUK And talking now is louder than it’s ever been.
  85. 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 ]
  86. GARY VAYNERCHUK I get it, it’s hard to be the company that goes against the pressure of short-term profits.
  87. GARY VAYNERCHUK But betting on the human side of business works.
  88. GARY VAYNERCHUK It’s how I’ve built my businesses...
  89. GARY VAYNERCHUK It’s how I’ve built my businesses.and how I’ve scaled them.
  90. GARY VAYNERCHUK So don’t be afraid to invest in human connections.
  91. GARY VAYNERCHUK It pays off.
  92. 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 ]
  93. GARY VAYNERCHUK It pays off. I promise.
  94. GARY VAYNERCHUK Like what you saw? Check out more of my Slideshares. slideshare.com/vaynerchuk

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