stop the paradox
Post on 18-Oct-2014
368 views
DESCRIPTION
The paradox a lot of companies these days are facing: they say they are embracing consumer by putting them first, but they do not act upon that promise in any way. They say online word of mouth is important (73 %) but they rarely manage this consumer generated media (22 %).TRANSCRIPT
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STOP THE PARADOX
@Emiel1
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@Steven_InSites #cm48
Word-of-Mouth is growth driver
We manage Word-of-Mouth
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@Steven_InSites #cm48
73% - Word-of-Mouth is growth driver
20% - We manage Word-of-Mouth
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Client happiness is important
Client service is too expensive
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TO 73% IN 5 YEARS
FROM 40% IN 5 YEARS
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UNDER DELIVER
OVER PROMISE
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@Steven_InSites #cm48
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@Steven_InSites #cm48
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NEVER REPLY TO CUSTOMER QUESTIONS
11% : through customer service
24% : on branded social media
28% : on social media
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@Steven_InSites #cm48
Every client is important
if only a couple of hundred are unhappy…. oh well
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@Steven_InSites #cm48
40%negative
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@Steven_InSites #cm48
40%negative
7%negative
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JOIN, BECAUSE THE TONE OF VOICE WILL CHANGE
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THREE STRATEGIES:
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16% 77% 7%
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ONLY 1 OPTION
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I suck at everything I do
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CREATE CONTEXT FOR SUCCESS
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HAS A COMMUNITY: 38%
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HAS A COMMUNITY: 38%
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HAS A COMMUNITY: 38%
HIGHER GROWTH RATE
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NEW KPIS: 38%
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NEW KPIS: 38%
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change
PRODUCTDEVELOPMENT
CO-CREATE
TOUCHPOINTS EXPERIENCE
CONVERSATIONSON & OFFLINE
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CONSUMER SAFARI
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PEERS ADVOCATES
COLLEAGUES JUDGES
CONSUMER IN THE BOARDROOM
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Consumers as PEERSGetting close to consumersImmersing in their daily livesUnderstanding their reality
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Consumers as ADVOCATESMaking consumers identify with your brandGenerating content for them worth sharingActivating them to grow and defend your brand
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Consumers as COLLEAGUESSupporting decision-makingInspiring you with their new ideasReviewing your marketing strategy & plans
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Consumers as JUDGESProviding you with valuable feedbackHelping you improve performance & experienceBenchmarking you with competitors
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A FINAL IDEA:
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CONSUMER IN THE BOARDROOM
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CCO