about to lose control

21
lose control About to What to do when customers take over your brand

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Marketeers are about to lose control. Luckily, this is a good thing. By stepping out of the way, they can become a facilitator between their employees and their customers. This puts the CMO in the role of CCO: Chief Customer Officer. Employee brandbuilding is a simple and practical approach to start this new role.

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Page 1: About to lose control

lose controlAbout to

What to do when customerstake over your brand

Page 2: About to lose control

Marketeers are no longer in control

Advertising becomes less effective(largely ignored online)

The sales proces is broken(it becomes a buying proces)

Online, our brand is at risk(everyone can publish)

Our old habits need to change

Page 3: About to lose control

Social media to the rescue!

Page 4: About to lose control

Same mistakes, different channel(you’re still trying to control the message)

Page 5: About to lose control

Forget it.The old times are gone,the people are in charge now

Learn to lose controland turn people into customers

Page 6: About to lose control

How tolose control

Examples of

Page 7: About to lose control

GAP decided on a new logo

The audience said «no way», back to the old oneResult: GAP said: ok, we will listen to you

a lot of free publicity on the internetand customers feel respected

Page 8: About to lose control

Lano was looking for the cutest baby

The audience said «beauty is on the inside»Result: Mikael’s picture is now on Lano

People become customers becauseLano showed they care (gave €15k)

Page 9: About to lose control

What happens when you lose control

The customer becomesthe marketing department

company companycustomer community

targets dictates

Page 10: About to lose control

Word of mouthViral campaignsCustomer recommendationsHow do we create this community?

No games, freebies or campaigns.Just real stories.

Page 11: About to lose control

Example: Zappos

createcontent

bring people together

give awaysecrets

talk aboutyour values

show how you care

Page 12: About to lose control

We need someome to manage thisSomeone to start the program

Page 13: About to lose control

a Knight in shiny armor

Page 14: About to lose control

we need a

Page 15: About to lose control

From CMO to CCO

Chief Customer Officer

CRM R&D OPS HRM

customers customers customers customers

The CMO must be the change catalysttowards customer-centric culture

Page 16: About to lose control

WTF,I need an army !Good news: you’ve got one

Page 17: About to lose control

Youremployees

Page 18: About to lose control

Harness the power of your employees

AmbassadorsPeople want to feel great about working for you. Let them share it with their friends.

InnovatorsShow your customer the projects your clever people are working on. Let them set up a dialogue.

StorytellersThe good, the bad or the ugly. The little stories that customers can relate to are what builds brand affinity.

Page 19: About to lose control

You do have interesting stuffgoing on

Let employees bring their own story(yes, they will use twitter, facebook and blogs)

Page 20: About to lose control

be the facilitatorof a movement

Lose control

=value of your brand.(if your organization can fullfill the promise)

Page 21: About to lose control

Picture creditsPulling hair: flickr/imranchaudhry

Social media guru: pammarketingnut.com

Employees: larrythecableguy.com

Office party: dreamstime/aniram_info

Knight: flickr/brennuskrux

Businesswoman: dreamstime/andresr_info

[email protected] www.del-mot.be

Koen Delvaux Innovation Consultant

+32 478 482111