The document summarizes key strategies for companies to thrive in a digital age by leveraging customer networks. It discusses moving from mass marketing directly to companies to customer network marketing, where customers connect and influence each other. It outlines five key strategies - access, engage, customize, connect, and collaborate - for inspiring customer advocacy. It also provides a five-step process for developing a strategic customer network plan, including setting objectives, segmentation, strategy selection, execution, and measurement.

1. The Network Is Your
Customer
5 Strategies to thrive in a
digital age
@David_Rogers
Consultant, Speaker, Author
Faculty director, Digital Marketing Strategy program
Columbia Business School
www.davidrogers.biz

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3. Customer
Customer Customer
Customer Customer
Customer
3

4. 4

5. 5

6. 6

7. 7

9. Will YOUR customer be…
…your biggest competitor?
…or your biggest business driver?
9

10. Mass Marketing
Company
Customers
10

11. Customer Network Marketing
Customer Customer
Blogs
Comments
Customer Customer
Company
p y
Forums
Customer
11

12. RETHINK the Marketing Funnel
Broadcast Customer Networks
TV, radio, out-of-door Search, buzz, blogs
,
Direct mail, b
Di t il brochure
h Online
O li research, user reviews
h i
Product test, comparison Social networks, YouTube,
local search
In-store purchase Group discounts, purchase
on-line/in-store/mobile
Reward points “Friending” (FB, Twitter, email),
customized up-selling
Reviews, links, “likes,”
social buzz
12

13. What kinds of
products, services,
& communications…
i i
…will inspire advocacy in
customer networks?

14. Access
Collaborate Customer Engage
Networks
Connect Customize
14

15. ACCESS
Be faster, be easier,
be everywhere be
everywhere,
always on
15

16. Merry Christmas Greetings

26. ENGAGE
Become a source of
valued content
26

28. 28

29. Every company must think like
y p y
a media company

30. 30

31. 31

33. ENGAGE: Focus on the
p
particular
Masi guy blog
33

34. 34

36. CUSTOMIZE
Make your offering
adaptable to your
customers’ needs
36

37. 20,000
20 000 books 1,500,000+
1 500 000+ books
37
Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)

38. 38

39. 39

40. 40

41. 41

42. 42

43. 43

45. CONNECT
Become a part of
your customers’
conversations
45

46. Follow the customers…

47. EXPECTED: DISCOVERED:
80 thi
things t d
to do 5 thi
things i the
in h
Social Media
to increase Analysis
first 20 minutes
likelihood make the most
guests would positive impact
recommend

48. 48

49. 49

50. 50

51. 51

52. 52

53. 53

54. COLLABORATE
Invite your customers
to help build
your enterprise
54

56. 56

57. 57

58. 58

59. 59

60. 60

61. 61

62. 62

64. A strategic planning process
for customer networks

65. TECHNOLOGIES
??

66. 1. Objectives
2.
2 Segmentation & Positioning
3. Strategy Selection & Ideation
4. Execution
5. Measurement 66

67. Process developed with:

68. 1. Set objectives first
Product line innovation
(General Mills)
Retail Behavior
(Kraft) Web sales conversion
(Walmart.com)
Brand positioning
(Old Spice) OBJECTIVES Word-of-mouth
!! (Doritos)
Awareness
(L’Oreal Dermablend) Service differentiation
(Virgin America)
Loyalty/community
(Nike+) Product differentiation
(iPad)

69. 2. Segmentation & Brand Positioning
● Demographic
● Pyschographic A “third space”
p
● Technology use to relax between
work and home
Athletic
aspiration (“Just
( Just
do it”)
Making your
business a best-
run b i
business

70. 3. Strategy Selection, Ideation, & Concept Testing
Map strategies
Ideation &
Strategy to customers,
selection of
Selection organization,
organization
concepts
competitors
70

71. 4. Execution & Skill Sets
Leverage existing domains Develop new capabilities
● Marketing/sales ● Digital production
●I T
I.T. ● Social media
● Product Development ● Idea capture
● Operations
● Communications
● Strategy & Leadership

72. 5. Measurement

73. 3.5m
3 5m YouTube views
2.7m Twitter impressions
38% pre-launch awareness in
target audience
100k+ test drives

74. Channel Universal
Audience Financial
engagement engagement
Social Social Pre-launch
media media awareness
? Sales
reach engagement
Test drives
(lead gen) ? Sales
Savings
? on mkg
spend?

75. A few take-aways…

76. 1. Objectives
2.
2 Segmentation & Positioning
3. Strategy Selection & Ideation
4. Execution
5. Measurement 76

77. From mass marketing…
Company
Customers
77

78. …to customer network marketing
Customer Customer
Blogs
Comments
Customer Customer
Company
p y
Forums
Customer
78

79. Customer Customer
networks networks
Customer Customer
networks networks
Customer Customer
networks networks
79

80. Access
Collaborate Customer Engage
Networks
Connect Customize
80

81. Free chapter:
p
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