How to redesign your marketing for empowered customers

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Bert van den Berg
December 2nd, 2013

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Many of these companies are relatively
new to the world…

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…. even in one of the most conservative
industries!!

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WORLD IS
BECOMING
COLLABORATIVE
A
COLLABORATIVE
ECONOMY

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TAXI’S VS
LYFT

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HOTELS VS
AIRBNB

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RESTAURANTS VS
FEASTLY

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BANKS VS
LENDING CLUB

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EMPLOYMENT AGENCIES VS
ODESK

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OFFICE RENTAL AGENCIES VS
LIQUIDSPACE

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SHOPS VS
YERDLE

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IT IS TIME TO
TRANSFORM
THE WAY YOU DO
BUSINESS

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Traditional media is getting far less effective

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Word of Mouth is the most effective media

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Word of Mouth is the most effective media

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Word of Mouth is the most effective media

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Word of mouth marketing has many faces…

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with different levels of impact…

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…involving different types of stakeholders

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Awareness
Consideration
Preference
Purchase
Loyalty

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Awareness
Consideration
Preference
Purchase
Loyalty

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Awareness
Consideration
Preference
Purchase
Loyalty

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Awareness
Consideration
Preference
Purchase
Loyalty

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Awareness
Consideration
Preference
Purchase
Loyalty

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Depth
Depth channels tell
your product's story.
Your website, your
stores and your
salespeople give your
customers and
prospects the detail
they're seeking when
they explore your
product and to guide
them to a purchase.

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Relationship channels
add substantial credibility
to your offering and story.
Here it is about
strengthening
relationships with
satisfied customers
and develop them into
“an army” of authentic
brand advocates.
Depth

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Awareness
Consideration
Preference
Purchase
Advocacy
Advocacy brings you in
the consideration set
immediately…

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Awareness
Consideration
Preference
Purchase
Advocacy
Advocacy brings you in
the consideration set
immediately…
… and drives people
from preference to
purchase much faster

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ACT
LIKE
A
FRIEND

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Act like a friend

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Social media has
revolutionalized
the way people
communicate,
collaborate and
connect in daily
life …

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Social media has revolutionalized the way people communicate,
collaborate and connect in daily life
… but companies still
use old technologies to
manage their business

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Intranets don’t facilitate
interaction, sharing and
collaboration.
E-mail is a nearly prehistoric
technology by today’s
standards and considered as a
“graveyard of information”.

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We have to capture and utilize
enterprise knowledge in
smarter ways and collaborate
with employees, customers,
partners and shareholders
more naturally and engagingly.

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None of us are as smart as all of us
Japanese Proverb
Solution

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There’s no business but social business
Email was big, but social is bigger.
Email adoption changed the way
businesses communicate, but
Social Business Software changes
the way businesses work.

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What is a social business solution?
It is a platform to allow a community
to share ideas, expertise, sense of
purpose and trust real-time and to
capture and analyze interactions.

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How does
it work?

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