1. SSDD
Same sh*t, different day

2. This is me
Xaviera Ringeling
Owner of Never Ending Web
Founder of 42bis.nl
Avid social media user
Serial site maker
@Contentgirl

3. You and I must
make a PAKT

4. Don’t worry. This doesn’t
involve anyone’s soul

5. Whachu talking ‘bout?
Personality
Audience
Knowledge
Trust

6. Question
What does a starry eyed customer
look like?
And why do companies want them?

7. Or was it starry eared….?
Why do you want them?
Buy your products – no questions asked
Defend them – when something goes wrong
Do your marketing for you – so you don’t have to

8. Something from yesteryear
Net Promotor Score
One of the leading metrics for customer
loyalty and long term business success
“How likely is it that you would
recommend our company to a
friend or colleague?”
Nielsen: 90% of consumers trust
recommendations from friends

9. Impact
Net Promotor Score
Has even more impact in the internet age
>>>

10. Only a few create
70% of web users are spectators
Creators, critics and
conversationalists are a
minority
A small group has
more impact
Even more so than
offline

11. We’re all connected
Online is eternal
Bad press doesn’t disappear
Even when you change

12. So you need them starry eyes
Who love your brand
Are willing to talk about it
And recommend you to their
followers
And P.A.K.T will get them

13. Personality

14. Old skool
Your personality is you

15. Just yesterday
Their personality comes from a
carefully controlled brand
strategy

16. But today
That just won’t do in the social
media age!
People don’t do business with
brands, they do business with
people
With personalities

17. Challenge for big companies
You are not that one person. But
you have to operate and feel like
that one person

18. Attraction
A strong and clear personality attracts
Customers, fans, friends

19. Forget persuasion
Attraction is what you want

20. Personality - ToDo
What is your personality?
What does that mean for your
company?
How do you help your employees spread that
message and enforce you personality?

21. Personality - remember
It’s not a trick
Not a thing you do
Or a thing one dept. does
It’s what you are!
Figuring out your personality doesn’t change
what your marketers do or your
communications department does
It changes how you do business

22. Audience

23. It used to be
Knew your audience personally.
Their names, their families. Their
likes, their dislikes.

24. Just yesterday
Didn’t know who they were.
Used research to split them into
groups. Used mass marketing
and communication to reach
them

25. But
You were always off by an inch
There were a lot of innocent bystanders

26. Today
Your customers want to be
acknowledged. That you speak to
them as equals and become their
peers.

27. Online they tell you their
Wants
Needs
Hate
Love
What Moves Them

28. ToDo
Figure out where your customers
are
Figure out how to listen to them
Listen and find out what moves
them
Deliver!

29. Knowledge

30. It used to be simple
You just talked them face-to-face

31. Just yesterday
You needed an agency to make it
all happen for you. Creativity,
scale and knowledge was
bought.

32. Today
You (!) need to understand both
the technical restraints and
possibilities of social platforms
AND the culture in order to reach
your customers

33. Not for sale
Even if you do outsource, you
need knowledge to know what
you’re buying

34. Not really
We just seem to forget that good
web building, communications
etc. requires expertise
This is a strange phenomenon
that’s specific to the web
Between strategy and result is
Knowledge

35. How it works
No: Build it and
they will come
Yes: build it well
and they will come

36. Recap…

37. Why?
Personality
Because this attracts customers so they come to
you instead of the other way around
Audience
Because you need to know who you’re talking to, to
speak the right words: to know what moves them
Knowledge
If you don’t do it well, it will have an adverse and
long lasting effect

38. PAK leads to T
So what is Trust?

39. There are 2 definitions
Logical Emotional

40. Logical
Predictability
Being able to predict
what other people
will do and what
situations will occur

41. Trust
Personality
Your behavior is predictable
Knowledge
You offer a certain predictable quality

42. Emotional
Enabling others to take
advantage of your vulnerabilities
But expecting them not to
How well, you are liked!

43. Emotional
Audience
Listening to the needs of your
audience and adhering to them
makes you a friend

44. Net Promotor Score
You need P.A.K.T for a positive answer:
“How likely is it that you would
recommend our company to a
friend or colleague”
Nielsen: 70% of consumers trust
online reviews
By people they don’t even know!

45. Consumer behaviour
Has consumer behaviour changed?
We’re back where we started
Just smarter (and a little overweight)

46. Consumer behaviour
Good news for consumers
Filled with opportunities
for companies
Make a PAKT!

47. Questions?