jacob morgan

From Fans and Followers to Customers

and AdvocatesJacob Morgan

Principal, Chess Media Group

Author, Twittfaced

Blogger: jmorganmarketing.com

Traveler, Chess Lover, and Explorer

Twitter: @JacobM

Desert Safari, Dubai

Let’s Start with the Numbers

Terracotta Warriors, Xi’an, China

• Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”)

• Fastest growing sector for Internet use is communities (5.4% in a year)

• 43% of consumers say that companies should use social networks to solve the consumers' problems (Cone Business in Social Media Study)

• 7% of organizations understand the CRM value of social media according to the Brand Science Institute, European Perspective, August 2010.

• The Three most influential factors for consumers when deciding which company to do business with are: personal experience (98%), company’s reputation or brand (92%), and recommendations from friends and family (88%) (American Express)

Atlantis Hotel, Dubai

The Customer is Changing. Is Your Company?

The traditional customer is the one we all were as recently as a decade ago.  We bought products and services and based our decisions on utility and price.  We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that.  But that customer changed because of a social change in the early part of the millennium.  The customer seized control of the business ecosystem and it was never the same.“

~ Paul Greenberg, Author of CRM at the Speed of Light

Agenda

Product issues are PRODUCT ISSUES

Don’t bribe your customers, fix the problem!

“By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value. Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure.”

~ Gartner Group

Dubai desert

Dr. Natalie Petouhoff,

Dr. Natalie Petouhoff,

Hello Ladies! What Would You Do?

Thank You

• chessmediagroup.com• jacob@chessmediamroup.com• Twitter: @jacobm• Blog: jmorganmarketing.com• Free Guide to Understanding Social CRM: www.chessmediagroup.com/(on resources page and bottom Right of home page)