I'm Your Customer and I Can't Hear You
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I had the pleasure of presenting at Chris Brogan and Justin Levy's Inbound Marketing Summit San Francisco and Dallas. The focus of the presentation is on how marketing got broken, how marketers can fix marketing and a few key results from some of our clients like Sony and Atkins.
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I'm Your Customer and I Can't Hear You
- 1. I’m Your Customer and I Can’t Hear You! April 28, 2009 Aaron Strout, VP Marketing, Powered @aaronstrout aaron.strout@powered.com blog.stroutmeister.com © 2008 Powered, Inc.
- 2. Once Upon a Time, Businesses & Customers Talked 2 © 2008 Powered, Inc.
- 3. Then along came the phone… 3 © 2008 Powered, Inc.
- 4. And the Web. 4 © 2008 Powered, Inc.
- 5. Marketers Thought Shouting Might Help… Photo Credit: Brian Solis 5 © 2008 Powered, Inc.
- 6. But It Didn’t 6 © 2008 Powered, Inc.
- 7. So Along Comes “Social” And now we are starting to speak “with” one another… 7 © 2008 Powered, Inc.
- 8. Five Ways to Talk “With” Your Customers 1. Listen – what are your customers saying? Where are they saying it (think: Google Alerts, Radian6, Techrigy, BuzzGain) 2. Join – are your customers on Facebook? Twitter? Get Satisfaction? Sign up (but learn the etiquette first). 3. Ask – are your customers unhappy with you? Find out why? Ask what you could be doing better. 4. Engage – Thank your customers for taking the time to tell you what’s on their mind. Tell them what you’re thinking (in ENGLISH please). Ask more questions. 5. Build – If you’ve gotten good at numbers 1-4, consider creating your own community to augment the conversations. REPEAT 8 © 2008 Powered, Inc.
- 9. Engaging Content Drive’s Sony’s Community 78% of members are more likely to purchase a Sony product Community was leading driver of NPS for Sony http://sony.com/learn 9 © 2008 Powered, Inc.
- 10. People Like to Talk at Atkins Community Listening led to breakthrough in snack bar formula 50% of members surveyed say they’d buy more http://community.atkins.com 10 © 2008 Powered, Inc.
- 11. Show Me the Money! Our clients are finding that as a result of their community: 92% of their customers would recommend their site to a friend 85% would recommend their brand to a friend 66% would be more likely to purchase from their brand 63% have a more positive view of their brand AND… Some clients are experiencing an ROI as high as 60X!!! 11 © 2008 Powered, Inc.
- 12. Good Executive “Listeners Tony Hsieh, Zappos CEO @Zappos Barry Judge, BestBuy CMO @BestBuyCMO Jeffrey Hayzlett, Kodak CMO @JeffreyHayzlett Padmasree Warrior, Cisco CTO @Padmasree Tim O’Reilly, O’Reilly Media CEO @TimOReilly HONORABLE MENTION Diane Hessan, Communispace CEO @CommunispaceCEO Mike Walsh, Leverage Software CEO @MWalsh Scott Monty, Ford social media head @ScottMonty 12 © 2008 Powered, Inc.
- 13. THANK YOU! I’m Listening… @aaronstrout aaron.strout@powered.com blog.stroutmeister.com 13 © 2008 Powered, Inc.
Notas del editor
- Attention marketers… your audience isn’t deaf. They just aren’t listening to you anymore. You know why? They’re tired of you yelling at them. Oh, and that blog you had your intern put up on your site last summer? Crickets. Want to know how to get your customers to have a conversation with you? Start by talking with them.Five ways you can start a conversation with your customers.Sony and Atkins that are actually making money as a result of these conversations.
- Increasing consumer loyalty and advocacy: The [social marketing] program has a 90% user satisfaction rating, and 78% of users report that they are more likely to purchase a Sony product as a result of Backstage 101. Sony’s NPS (Net Promoter Score) for 2008 came in at 44%, with 59% of users classified as “promoters” who are likely to recommend Sony electronics to a family member, friend, or coworker.
- I’ll add some color commentary here…