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Go Big on Community Management!
- 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 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 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/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 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 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...
- 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 in the long game.
- 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 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. 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 “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/technology/... ] 3/4 of customers said they’d pick a vendor based on free-shipping alone.
- 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-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 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.edu/Publicity/ MSNBC.HTM ]
- 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.
- 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 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 you gave them. [ http://www.scu.edu/cas/psychology/faculty/upload/ Burger-et-al-SI-2009.pdf ]
- 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.nlm.nih.gov/pmc/articles/ PMC1333219/ ]
- 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 anyone.”
- 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 from just 20% of your existing customers. [ http://www.forbes.com/sites/ alexlawrence/2012/11/01/five-customer-retention- tips-for-entrepreneurs/ ]
- 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.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.
- 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 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 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 ]
- GARY VAYNERCHUK It pays off. I promise.
- GARY VAYNERCHUK Like what you saw? Check out more of my Slideshares. slideshare.com/vaynerchuk