engaging the customer with social media
DESCRIPTION
Presentation made to Unicom Conference in London June 4th on Engaging the Customer with Social Media: getting It RightTRANSCRIPT
Engaging the CustomerGetting it Right with Social Media
London, June 4th, 2009
Anna PollockCEO, DestiCorp
Associate, the Law Firm
www.winningbysharing.net www.agentsofchange.typepad.com
Engaging the Customer With Social Media
Getting it right, orGetting IT right, or
Engaging the Customer
Getting it right, orGetting IT right, orGetting it!
Social Media: Fashion or Revolution?
MBO Quality Circles TQM BPR Matrix management CRM Web 1.0 and Web 2.0
Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002
Quality Circles
Fashion or Revolution?
MBO Quality Circles TQM BPR Matrix management CRM Web 1.0 and Web 2.0
Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002
Total Quality Management
Fashion or Revolution?
MBO Quality Circles TQM BPR Matrix management CRM Web 1.0 and Web 2.0
Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002
BPR
Acronyms or New Words?
Revolution & The Tipping Point…..2007
vs.
Blogger.com beats CNN.com
vs.
Wikipedia.org beats Britannica.com
vs.
Myspace.com beat MTV.com
TripAdvisor beat Expedia
vs
TRUST
ATTENTION
Who has the
AUTHORITY?
All Good Revolutions Start with a Manifesto
Networked markets are beginning to self-organise faster than the companies that serve them
People in networked markets have figured out that they get better support from one another than vendors
We’re not seats or end users or eyeballs. We are human beings and our reach exceeds our grasp
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When these guys get it……
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When these guys get it……or do they?
Brands need to be their topic of conversation
Anyone can now be: Author Journalist Film maker Reviewer Marketer Intermediary
ATTENTION
Google vs BingFacebook vs MySpaceTwitter vs email & chatPC vs MainframeAnalogue vs Digital
Caxton vs Scribe
Quantum PhysicsNewtonian Physics
Copernicus vs.Holy Church
The Nature of Change
Mindset, Worldview
Culture
Structure
IT
Why don’t they “get it” ?
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Technology & Design
Improve Interface Localise and
Personalise SEO Interactivity Widgets Community UGC & Viral Mobile
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Corporate Structure
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Corporate RealityOverall less than 25% of employees are fully engaged at work
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Corporate Culture
Military Influences Ruthless competition Hierarchies, top down Command & Control Information withheld Consumers as objects to
be managed & exploited Marketing a Push
Activity
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PUSH MARKETING BASED ON AN OUTMODED INDUSTRIAL PARADIGM
Product
Position
Price
Place
Promote!
Change as in PHASE or STEP CHANGE
Change as in METAMORPHOSIS or TRANSFORMATION
What do these have in common?
What do these need to survive?OrdersOrder StabilityContinuityRulesFearWithholding InformationMeasurementIncentivesCompetition
What do these have in common?
•Everyone is a leader•Everyone sensing, responding and communicating•Transparency•Trust•Reputation•Agile•Adaptable
What do these have in common?
“The customer doesn’t sit at the end of a value chain but in the centre of their own galaxy of influence .
Customers are the sun in the solar system around which all suppliers and media must orbit” *
A Possibly Customer Centric Universe?
DestiCorp, 2003
A Possibly Employee Centric Universe?
Certainly a Person-Centric Universe!
I don’t want to be sold
I do want to be supported in achieving my goal
“I” have a cycle of need
How Engaged Are you as a Brand?
Are you there when I need you?
We have always had the power but not the reach
Source: www. syedhasan.typepad.com
Source: David Amano
The Universe as Network
“Us Now!”
http://vimeo.com/4489849
Excellent One Hour Documentary on Implications of Living In a Networked Society
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dance is a conversation dialogue between two partners that
involves their whole being Leader and follower requires skills and fancy steps Some learned, many improvised context dependent is fun and playful
Why Dancing with the Customer?
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Getting to Know You!
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Now who’s leading!
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We’ve got rhythm!
Conclusion
Marketing is Not a Battle It’s a dance!
