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#COM280
                  WWGD?
              What Would Google Do ?
                  Based on Jeff Jarvis’s book

COM280 @giorgiotedx
COM280 @giorgiotedx
CONTROL

COM280 @giorgiotedx
CONTROL
  Give people control, and they will
               use it..
COM280 @giorgiotedx
CONTROL

COM280 @giorgiotedx
CONTROL
      Don't, and you will loose them
COM280 @giorgiotedx
CONTROL



COM280 @giorgiotedx
CONTROL
     Companies



COM280 @giorgiotedx
CONTROL
     Companies
     Institutions

COM280 @giorgiotedx
CONTROL
     Companies
     Institutions
     Governments
COM280 @giorgiotedx
CONTROL



COM280 @giorgiotedx
CONTROL

                      INTERNET
COM280 @giorgiotedx
CONTROL

COM280 @giorgiotedx
CONTROL
   When don't you want be in control of




COM280 @giorgiotedx
CONTROL
   When don't you want be in control of


  YOUR WORK
COM280 @giorgiotedx
CONTROL
   When don't you want be in control of



         YOUR BIZ
COM280 @giorgiotedx
CONTROL
   When don't you want be in control of


     YOUR TIME
COM280 @giorgiotedx
CONTROL
   When don't you want be in control of



 YOUR MONEY
COM280 @giorgiotedx
CONTROL

COM280 @giorgiotedx
CONTROL
  Why you should give control over your life to somebody else


           if you didn't HAVE to?
COM280 @giorgiotedx
CONTROL
      MAIN RULE
COM280 @giorgiotedx
CONTROL
      MAIN RULE
    Companies are much better off is they
      cede some control over to their
                customers
COM280 @giorgiotedx
CONTROL
   CUSTOMERS
   Will use this control, and YOU will
                   win
COM280 @giorgiotedx
DELL HELL

COM280 @giorgiotedx
DELL HELL
                         WORST
                      CUSTOMER Control
COM280 @giorgiotedx
DELL HELL
                          FIRST
                      CUSTOMER Control
COM280 @giorgiotedx
DELL HELL



                      JEFF JARVIS
COM280 @giorgiotedx
DELL HELL



                      JEFF JARVIS
COM280 @giorgiotedx
DELL HELL



@ home service 325 U$   JEFF JARVIS
COM280 @giorgiotedx
DELL HELL
DELL HELL
Send the Laptop to get it fixed
DELL HELL
Send the Laptop to get it fixed
Came back with a new fault
DELL HELL
Send the Laptop to get it fixed
Came back with a new fault
Spend endless amount of time
with people on the other side of
the world
DELL SUCKS


COM280 @giorgiotedx
DELL SUCKS
 I just got a new Dell laptop and paid a fortune for the four-year, in-home service.




COM280 @giorgiotedx
DELL SUCKS
 I just got a new Dell laptop and paid a fortune for the four-year, in-home service.

 The machine is a lemon and the service is a lie.




COM280 @giorgiotedx
DELL SUCKS
 I just got a new Dell laptop and paid a fortune for the four-year, in-home service.

 The machine is a lemon and the service is a lie.

 I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage.




COM280 @giorgiotedx
DELL SUCKS
 I just got a new Dell laptop and paid a fortune for the four-year, in-home service.

 The machine is a lemon and the service is a lie.

 I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage.

 But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the
 parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap.




COM280 @giorgiotedx
DELL SUCKS
 I just got a new Dell laptop and paid a fortune for the four-year, in-home service.

 The machine is a lemon and the service is a lie.

 I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage.

 But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the
 parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap.

 So I have this new machine and paid for them to FXXXXXX FIX IT IN MY HOUSE and they don't and I lose it for two
 weeks.



COM280 @giorgiotedx
DELL SUCKS
 I just got a new Dell laptop and paid a fortune for the four-year, in-home service.

 The machine is a lemon and the service is a lie.

 I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage.

 But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the
 parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap.

 So I have this new machine and paid for them to FXXXXXX FIX IT IN MY HOUSE and they don't and I lose it for two
 weeks.

 DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell. - ORIGINAL         BLOG POST 2005
COM280 @giorgiotedx
DELL HELL

COM280 @giorgiotedx
DELL HELL
10


COM280 @giorgiotedx
DELL HELL
10
100

COM280 @giorgiotedx
DELL HELL
10
100
1000
COM280 @giorgiotedx
DELL HELL
10
100
1000
10000
COM280 @giorgiotedx
DELL HELL


COM280 @giorgiotedx
DELL HELL
 When press contacted DELL and asked about their policy on
                 blogs, the answer was :




COM280 @giorgiotedx
DELL HELL
 When press contacted DELL and asked about their policy on
                 blogs, the answer was :



   LOOK               and Don't    TOUCH
COM280 @giorgiotedx
DELL HELL
             I you want talk to DELL you need to do it :




COM280 @giorgiotedx
DELL HELL
             I you want talk to DELL you need to do it :


                  On our site

COM280 @giorgiotedx
DELL HELL
             I you want talk to DELL you need to do it :


               On our site
              On our terms
COM280 @giorgiotedx
DELL HELL
           But people where already talking about DELL




COM280 @giorgiotedx
DELL HELL
           But people where already talking about DELL


            On their blogs

COM280 @giorgiotedx
DELL HELL
           But people where already talking about DELL


            On their blogs
            On their terms
COM280 @giorgiotedx
DELL HELL
DELL HELL

      #7
DELL HELL
            BRAND
           DAMAGE
COM280 @giorgiotedx
DELL HELL
  CUSTOMER SATISFACTION RATINGS




COM280 @giorgiotedx
DELL HELL
  CUSTOMER SATISFACTION RATINGS
               80



               60



               40



               20



                0

COM280 @giorgiotedx
DELL HELL     REVENUES RESULTS




COM280 @giorgiotedx
DELL HELL     REVENUES RESULTS
              300



              225



              150



               75



                0

COM280 @giorgiotedx
DELL HELL     SHARE PRICE



                      -46 %
COM280 @giorgiotedx
DELL HELL


COM280 @giorgiotedx
DELL HELL
 In the Internet age when you lose a customer




COM280 @giorgiotedx
DELL HELL
             You also loose all his/her friends




COM280 @giorgiotedx
DELL HELL
             You also loose all his/her friends




COM280 @giorgiotedx
DELL HELL


COM280 @giorgiotedx
DELL HELL
     You got Delled !
COM280 @giorgiotedx
DELL HELL
     You got Delled !
COM280 @giorgiotedx
DELL HELL




COM280 @giorgiotedx
DELL HELL
 OPEN LETTER TO MICHAEL
          DELL




COM280 @giorgiotedx
DELL HELL
 OPEN LETTER TO MICHAEL
          DELL

  READ BLOGS




COM280 @giorgiotedx
DELL HELL
 OPEN LETTER TO MICHAEL
          DELL

  READ BLOGS




COM280 @giorgiotedx
DELL HELL                 Bloggers are your
                          customers

 OPEN LETTER TO MICHAEL
          DELL

  READ BLOGS




COM280 @giorgiotedx
DELL HELL                 Bloggers are your
                          customers

 OPEN LETTER TO MICHAEL   You spend millions in
          DELL            consumer research, user
                          groups, think tanks to find
                          out what people are thinking
  READ BLOGS              - on blogs, all you need to
                          do is ask and they will tell
                          you.



COM280 @giorgiotedx
DELL HELL                 Bloggers are your
                          customers

 OPEN LETTER TO MICHAEL   You spend millions in
          DELL            consumer research, user
                          groups, think tanks to find
                          out what people are thinking
  READ BLOGS              - on blogs, all you need to
                          do is ask and they will tell
                          you.
                          For Free


COM280 @giorgiotedx
DELL HELL
 OPEN LETTER TO MICHAEL
          DELL
 READ BLOGS




COM280 @giorgiotedx
DELL HELL
OPEN LETTER TO MICHAEL
         DELL
READ BLOGS
TALK TO
CONSUMERS



COM280 @giorgiotedx
DELL HELL                Look don't touch ??


OPEN LETTER TO MICHAEL
         DELL
READ BLOGS
TALK TO
CONSUMERS



COM280 @giorgiotedx
DELL HELL                Look don't touch ??
                         Are you pretending we, the
OPEN LETTER TO MICHAEL   consumers, do not exist ?
         DELL
READ BLOGS
TALK TO
CONSUMERS



COM280 @giorgiotedx
DELL HELL                Look don't touch ??
                         Are you pretending we, the
OPEN LETTER TO MICHAEL   consumers, do not exist ?
         DELL            Join the conversation !
READ BLOGS
TALK TO
CONSUMERS



COM280 @giorgiotedx
DELL HELL                Look don't touch ??
                         Are you pretending we, the
OPEN LETTER TO MICHAEL   consumers, do not exist ?
         DELL            Join the conversation !
READ BLOGS               Ask them what you should
TALK TO                  do
CONSUMERS



COM280 @giorgiotedx
DELL HELL                Look don't touch ??
                         Are you pretending we, the
OPEN LETTER TO MICHAEL   consumers, do not exist ?
         DELL            Join the conversation !
READ BLOGS               Ask them what you should
TALK TO                  do
CONSUMERS                Help them in connecting to
                         each other



COM280 @giorgiotedx
DELL HELL
OPEN LETTER TO MICHAEL
         DELL
READ BLOGS
TALK TO
CONSUMERS



COM280 @giorgiotedx
DELL HELL
 OPEN LETTER TO MICHAEL
          DELL
READ BLOGS
TALK TO
CONSUMERS
BLOG

COM280 @giorgiotedx
DELL HELL                 Why Blog ?


 OPEN LETTER TO MICHAEL
          DELL
READ BLOGS
TALK TO
CONSUMERS
BLOG

COM280 @giorgiotedx
DELL HELL                 Why Blog ?
                          It shows you are open
 OPEN LETTER TO MICHAEL
          DELL
READ BLOGS
TALK TO
CONSUMERS
BLOG

COM280 @giorgiotedx
DELL HELL                 Why Blog ?
                          It shows you are open
 OPEN LETTER TO MICHAEL   It shows you are not afraid
          DELL
READ BLOGS
TALK TO
CONSUMERS
BLOG

COM280 @giorgiotedx
DELL HELL                 Why Blog ?
                          It shows you are open
 OPEN LETTER TO MICHAEL   It shows you are not afraid
          DELL
                          It shows that you care
READ BLOGS
TALK TO
CONSUMERS
BLOG

COM280 @giorgiotedx
DELL HELL                 Why Blog ?
                          It shows you are open
 OPEN LETTER TO MICHAEL   It shows you are not afraid
          DELL
                          It shows that you care
READ BLOGS
TALK TO                   It shows that you listen
CONSUMERS
BLOG

COM280 @giorgiotedx
DELL HELL
 OPEN LETTER TO MICHAEL
          DELL
 READ BLOGS
 TALK TO
 CONSUMERS
 BLOG
 READ BAD PR
COM280 @giorgiotedx
DELL HELL                 Don't ignore bad PR


 OPEN LETTER TO MICHAEL
          DELL
 READ BLOGS
 TALK TO
 CONSUMERS
 BLOG
 READ BAD PR
COM280 @giorgiotedx
DELL HELL                 Don't ignore bad PR
                          Read about it
 OPEN LETTER TO MICHAEL
          DELL
 READ BLOGS
 TALK TO
 CONSUMERS
 BLOG
 READ BAD PR
COM280 @giorgiotedx
DELL HELL                 Don't ignore bad PR
                          Read about it
 OPEN LETTER TO MICHAEL   Blog on how you are trying
          DELL            to fix the problems
 READ BLOGS
 TALK TO
 CONSUMERS
 BLOG
 READ BAD PR
COM280 @giorgiotedx
DELL HELL                 Don't ignore bad PR
                          Read about it
 OPEN LETTER TO MICHAEL   Blog on how you are trying
          DELL            to fix the problems
 READ BLOGS               Ask the community for help
 TALK TO
 CONSUMERS
 BLOG
 READ BAD PR
COM280 @giorgiotedx
DELL HELL                 Don't ignore bad PR
                          Read about it
 OPEN LETTER TO MICHAEL   Blog on how you are trying
          DELL            to fix the problems
 READ BLOGS               Ask the community for help
 TALK TO                  Join the conversation,
 CONSUMERS                always!
 BLOG
 READ BAD PR
COM280 @giorgiotedx
DELL HELL

  DIRECT2DELL


COM280 @giorgiotedx
DELL HELL

  DIRECT2DELL
 DELL LISTENING

COM280 @giorgiotedx
DELL HELL

    IDEASTORM


COM280 @giorgiotedx
DELL HELL

    IDEASTORM
     DELL ACTING

COM280 @giorgiotedx
DELL HELL
                      SHARE PRICE



                      +33 %
COM280 @giorgiotedx
COM280 @giorgiotedx
CONTROL

COM280 @giorgiotedx
CONTROL

COM280 @giorgiotedx
CONTROL
Give people control, and they will use it..
COM280 @giorgiotedx
CONTROL

COM280 @giorgiotedx
CONTROL
Don't, and you will loose them
COM280 @giorgiotedx
CRISIS

COM280 @giorgiotedx
CRISIS
 Your worst customer is your best
              friend
COM280 @giorgiotedx
CRISIS

COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
                      Your name




 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
                      Your company




 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
NOW RESPOND
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
DO IT YOURSELF
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
         BE YOURSELF
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
  START
  CONVERSATIONS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
CRISIS
 FIND OUT WHAT PEOPLE ARE SAYING
           ABOUT YOU
COM280 @giorgiotedx
SUSAN


                      ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
    Susan bought your product




                                ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
    Susan bought your product

    Your product was faulty




                                ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
    Susan bought your product

    Your product was faulty

    Susan writes on her blog




                                ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
    Susan bought your product

    Your product was faulty

    Susan writes on her blog

    Susan creates a hate site




                                ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
    Susan bought your product

    Your product was faulty

    Susan writes on her blog

    Susan creates a hate site

    Susan writes on other Blogs




                                  ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
    Susan bought your product

    Your product was faulty

    Susan writes on her blog

    Susan creates a hate site

    Susan writes on other Blogs

    Susan posts audiofiles of phone calls to
    customer care.

                                              ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
    Susan bought your product

    Your product was faulty

    Susan writes on her blog

    Susan creates a hate site

    Susan writes on other Blogs

    Susan posts audiofiles of phone calls to
    customer care.

    Susan creates a YouTube Video             ANGRY SUSAN
COM280 @giorgiotedx
SUSAN


                      ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
Susan is competing with you to define




                                       ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
Susan is competing with you to define



  YOUR
 BRAND                                 ANGRY SUSAN
COM280 @giorgiotedx
SUSAN


                      ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
Even if you don't listen to Susan




                                    ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
Even if you don't listen to Susan

  Press
Competitors
                  Will
                                    ANGRY SUSAN
COM280 @giorgiotedx
SUSAN


                      ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
     What will you do now?




                             ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
     What will you do now?
     Kill Susan




                             ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
     What will you do now?
     Kill Susan
     Ignore Susan




                             ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
     What will you do now?
     Kill Susan
     Ignore Susan
     Sue Susan




                             ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
     What will you do now?
     Kill Susan
     Ignore Susan
     Sue Susan
     Hire a P.R. to deal with it


                                   ANGRY SUSAN
COM280 @giorgiotedx
SUSAN
     What will you do now?
     Kill Susan
     Ignore Susan
     Sue Susan
     Hire a P.R. to deal with it
     Wait for it to go away
Nothing of the above will work     ANGRY SUSAN
COM280 @giorgiotedx
STRATEGY



COM280 @giorgiotedx
STRATEGY
If you have one chance to do the
right thing, what would you do ?




COM280 @giorgiotedx
STRATEGY
If you have one chance to do the
right thing, what would you do ?




COM280 @giorgiotedx
STRATEGY
  Angry Susan




COM280 @giorgiotedx
STRATEGY
   Angry Susan




Dear Susan,
I have read you have a problem with our product.




COM280 @giorgiotedx
STRATEGY
   Angry Susan




Dear Susan,
I have read you have a problem with our product.
I really want to understand the problem and fix it.




COM280 @giorgiotedx
STRATEGY
   Angry Susan




Dear Susan,
I have read you have a problem with our product.
I really want to understand the problem and fix it.
I will be really grateful if you can help us in
understanding better what happened.




COM280 @giorgiotedx
STRATEGY
   Angry Susan




Dear Susan,
I have read you have a problem with our product.
I really want to understand the problem and fix it.
I will be really grateful if you can help us in
understanding better what happened.
This way other customers will not incur in the
same problem.




COM280 @giorgiotedx
STRATEGY
   Angry Susan




Dear Susan,
I have read you have a problem with our product.
I really want to understand the problem and fix it.
I will be really grateful if you can help us in
understanding better what happened.
This way other customers will not incur in the
same problem.

Thankyou


COM280 @giorgiotedx
STRATEGY
   Angry Susan




Dear Susan,
I have read you have a problem with our product.
I really want to understand the problem and fix it.
I will be really grateful if you can help us in
understanding better what happened.
This way other customers will not incur in the
same problem.

Thankyou
                                              Your Name

COM280 @giorgiotedx
STRATEGY




COM280 @giorgiotedx
STRATEGY
    Once Susan will be calmed




COM280 @giorgiotedx
STRATEGY
    Once Susan will be calmed

    Ask her opinions on other products of
    yours




COM280 @giorgiotedx
STRATEGY
    Once Susan will be calmed

    Ask her opinions on other products of
    yours

    Send her some goodies




COM280 @giorgiotedx
STRATEGY
    Once Susan will be calmed

    Ask her opinions on other products of
    yours

    Send her some goodies

    Ask her to blog on how the problem is
    gone ( you might not need to ask)




COM280 @giorgiotedx
STRATEGY
    Once Susan will be calmed

    Ask her opinions on other products of
    yours

    Send her some goodies

    Ask her to blog on how the problem is
    gone ( you might not need to ask)


 Now the difficult part begins.

COM280 @giorgiotedx
STRATEGY




COM280 @giorgiotedx
STRATEGY
  Your Company
    Its culture




COM280 @giorgiotedx
STRATEGY
  Your Company
    Its culture




COM280 @giorgiotedx
STRATEGY
  Your Company
    Its culture


Or this mess would
 not have build up
COM280 @giorgiotedx
STRATEGY




COM280 @giorgiotedx
STRATEGY
 Execs might say :




COM280 @giorgiotedx
STRATEGY
 Execs might say :
   She voided the warranty !




COM280 @giorgiotedx
STRATEGY
 Execs might say :
   She voided the warranty !
   She called customer services
   when in India is night time




COM280 @giorgiotedx
STRATEGY
 Execs might say :
   She voided the warranty !
   She called customer services
   when in India is night time
   She did not read the instructions



COM280 @giorgiotedx
STRATEGY
 Execs might say :
   She voided the warranty !
   She called customer services
   when in India is night time
   She did not read the instructions
    She is crazy !

COM280 @giorgiotedx
STRATEGY




COM280 @giorgiotedx
STRATEGY
 But is Susan was
   a lone crazy
All this mess would
 not have built up

COM280 @giorgiotedx
STRATEGY




COM280 @giorgiotedx
STRATEGY

  Where to start ?



COM280 @giorgiotedx
STRATEGY          1

  Where to start ?


COM280 @giorgiotedx
STRATEGY          1

  Where to start ?


COM280 @giorgiotedx
STRATEGY          1



COM280 @giorgiotedx
STRATEGY                      1
    Find all the places where people
                 complain




COM280 @giorgiotedx
STRATEGY                      1
    Find all the places where people
                 complain

      Solve all the problems you can

COM280 @giorgiotedx
STRATEGY          1



COM280 @giorgiotedx
STRATEGY                   1
                      Repair



COM280 @giorgiotedx
STRATEGY                    1
                      Repair
                      Replace


COM280 @giorgiotedx
STRATEGY                    1
                      Repair
                      Replace
                      Refund

COM280 @giorgiotedx
STRATEGY                     1
                      Repair
                      Replace
                      Refund
       Whatever the customer wants
COM280 @giorgiotedx
STRATEGY          1



COM280 @giorgiotedx
STRATEGY                    1
    The cost will be always lower
    than the P.R. damage that will
   occur if any of these problems
   would become viral on the web.

COM280 @giorgiotedx
STRATEGY   2
STRATEGY         2
      Share problems
      and solutions as
         the occur
STRATEGY          3



COM280 @giorgiotedx
STRATEGY             3
    Open a direct link
        between
   customers and execs




COM280 @giorgiotedx
STRATEGY               3
    Open a direct link
        between
   customers and execs
   What is there to fear
     from your own
       customers ?
COM280 @giorgiotedx
CRISIS
  Your worst customer is your best
               friend
COM280 @giorgiotedx
MORE JIMs

Your best customer is your partner
COM280 @giorgiotedx
MORE JIMs



COM280 @giorgiotedx
MORE JIMs
    Jim is a happy customer




COM280 @giorgiotedx
MORE JIMs
    Jim is a happy customer
    Jim has a conversation with our
    Company




COM280 @giorgiotedx
MORE JIMs
    Jim is a happy customer
    Jim has a conversation with our
    Company
    Jim trusts us and promotes our
    products
  How can we open the door
   to more people like Jim ?
COM280 @giorgiotedx
MORE JIMs

COM280 @giorgiotedx
MORE JIMs
How can we organize our company around
this new relationship we are having with
people that we used to call consumers, and
that now we call



COM280 @giorgiotedx
MORE JIMs
How can we organize our company around
this new relationship we are having with
people that we used to call consumers, and
that now we call


     PARTNERS
COM280 @giorgiotedx
MORE JIMs

COM280 @giorgiotedx
MORE JIMs
                      JIM
                      partner




COM280 @giorgiotedx
MORE JIMs
                                         DESIGN


                      PRODUCTIO
                                          JIM
                                           partner
                                                         MARKETING




                              CUSTOMER               SALES

COM280 @giorgiotedx
MORE JIMs
                                         DESIGN


                      PRODUCTIO
                                          JIM
                                           partner
                                                         MARKETING




                              CUSTOMER               SALES

COM280 @giorgiotedx
MORE JIMs
 Leaving the task only to some
         departments                     DESIGN
        It will not work



                      PRODUCTIO
                                          JIM
                                           partner
                                                         MARKETING




                              CUSTOMER               SALES

COM280 @giorgiotedx
MORE JIMs
                                         DESIGN


                      PRODUCTIO
                                          JIM
                                           partner
                                                         MARKETING




                              CUSTOMER               SALES

COM280 @giorgiotedx
MORE JIMs
      Outsourcing the task to
       an external company               DESIGN
          It will not work

                                                                      THE
                      PRODUCTIO
                                          JIM
                                           partner
                                                         MARKETING   GURUS



                              CUSTOMER               SALES

COM280 @giorgiotedx
MORE JIMs
                                         DESIGN


                      PRODUCTIO
                                          JIM
                                           partner
                                                         MARKETING




                              CUSTOMER               SALES

COM280 @giorgiotedx
MORE JIMs
        You need to do all the
     tasks by yourself and learn         DESIGN
           in the process



                      PRODUCTIO
                                          JIM
                                           partner
                                                         MARKETING




                              CUSTOMER               SALES

COM280 @giorgiotedx
MORE JIMs
  DESIGN




COM280 @giorgiotedx
MORE JIMs      Why don't disclose the design of your future product and make it
  DESIGN                                     PUBLIC ?




COM280 @giorgiotedx
MORE JIMs           Why don't disclose the design of your future product and make it
  DESIGN                                          PUBLIC ?

 Go Public !
    Research

    Service reports

    Needs

    Design
    Concepts

    Sketches

    New Ideas

COM280 @giorgiotedx
MORE JIMs

COM280 @giorgiotedx
MORE JIMs
 THE BIGGEST REVOLUTION
 CAUSED BY THE INTERNET
  HAS LIITLE TO DO WITH
       TECHNOLOGY
COM280 @giorgiotedx
MORE JIMs
IT HAS TO DO WITH PEOPLE
        AND THEIR
 RELATIONSHIPS
COM280 @giorgiotedx
NEW ARCHITECTURE



 The Link changes everything
COM280 @giorgiotedx
NEW ARCHITECTURE




                        9-11
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
NEW ARCHITECTURE




COM280 @giorgiotedx
NEW ARCHITECTURE


                        LINK
                       SEARCH
COM280 @giorgiotedx
NEW ARCHITECTURE


                          LINK
                         SEARCH
                      The LINK and the SEARCH create the mean to
                          find everything and connect anyone

COM280 @giorgiotedx
NEW ARCHITECTURE




COM280 @giorgiotedx
NEW ARCHITECTURE
                      This new structure will redefine everything

                              MARKETING




COM280 @giorgiotedx
NEW ARCHITECTURE
                      This new structure will redefine everything

                              MARKETING
                               POLITICS




COM280 @giorgiotedx
NEW ARCHITECTURE
                      This new structure will redefine everything

                             MARKETING
                              POLITICS
                            GOVERNMENT


COM280 @giorgiotedx
NEW ARCHITECTURE
                      This new structure will redefine everything

                             MARKETING
                              POLITICS
                            GOVERNMENT
                             EDUCATION

COM280 @giorgiotedx
NEW ARCHITECTURE
                      This new structure will redefine everything

                             MARKETING
                              POLITICS
                            GOVERNMENT
                             EDUCATION
                       THE WORLD
COM280 @giorgiotedx
NEW ARCHITECTURE




COM280 @giorgiotedx
NEW ARCHITECTURE

                       Everybody can
                           speak


COM280 @giorgiotedx
NEW ARCHITECTURE

                      Everybody can
                          speak
                      Everybody can
                           hear
COM280 @giorgiotedx
NEW ARCHITECTURE




COM280 @giorgiotedx
NEW ARCHITECTURE
                           Enables people
                         to organize around




COM280 @giorgiotedx
NEW ARCHITECTURE
                             Enables people
                           to organize around
                      INTEREST




COM280 @giorgiotedx
NEW ARCHITECTURE
                             Enables people
                           to organize around
                      INTEREST   NEED




COM280 @giorgiotedx
NEW ARCHITECTURE
                             Enables people
                           to organize around
                      INTEREST   NEED   MARKET




COM280 @giorgiotedx
NEW ARCHITECTURE
                             Enables people
                           to organize around
                      INTEREST   NEED   MARKET   CAUSE




COM280 @giorgiotedx
NEW ARCHITECTURE
                             Enables people
                           to organize around
                      INTEREST   NEED   MARKET   CAUSE




                       THE LINK AND THE SEARCH
                      HAVE STARTED A REVOLUTION

COM280 @giorgiotedx
THE               NEW ARCHITECTURE
 REVOLUTION                  Enables people

       HAS
                           to organize around
                      INTEREST   NEED   MARKET   CAUSE




   JUST                THE LINK AND THE SEARCH

  BEGUN
                      HAVE STARTED A REVOLUTION

COM280 @giorgiotedx
NEW ARCHITECTURE




COM280 @giorgiotedx
NEW ARCHITECTURE
THE LINK AND THE SEARCH
        INITIATED
     CONVERSATIONS
COM280 @giorgiotedx
NEW ARCHITECTURE




COM280 @giorgiotedx
NEW ARCHITECTURE
            THIS NEW SYSTEM REQUIRES
           THAT EVERYTHING ABOUT YOU




COM280 @giorgiotedx
NEW ARCHITECTURE
            THIS NEW SYSTEM REQUIRES
           THAT EVERYTHING ABOUT YOU
                      Your Product




COM280 @giorgiotedx
NEW ARCHITECTURE
            THIS NEW SYSTEM REQUIRES
           THAT EVERYTHING ABOUT YOU
                      Your Product
                      Your Business


COM280 @giorgiotedx
NEW ARCHITECTURE
            THIS NEW SYSTEM REQUIRES
           THAT EVERYTHING ABOUT YOU
                      Your Product
                      Your Business
                      Your Message

COM280 @giorgiotedx
NEW ARCHITECTURE
            THIS NEW SYSTEM REQUIRES
           THAT EVERYTHING ABOUT YOU
                      Your Product
                      Your Business
                      Your Message
     TO HAVE A PERMALINK ON THE WEB
COM280 @giorgiotedx

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#COM280 | What would Google do ?

  • 1. #COM280 WWGD? What Would Google Do ? Based on Jeff Jarvis’s book COM280 @giorgiotedx
  • 4. CONTROL Give people control, and they will use it.. COM280 @giorgiotedx
  • 6. CONTROL Don't, and you will loose them COM280 @giorgiotedx
  • 8. CONTROL Companies COM280 @giorgiotedx
  • 9. CONTROL Companies Institutions COM280 @giorgiotedx
  • 10. CONTROL Companies Institutions Governments COM280 @giorgiotedx
  • 12. CONTROL INTERNET COM280 @giorgiotedx
  • 14. CONTROL When don't you want be in control of COM280 @giorgiotedx
  • 15. CONTROL When don't you want be in control of YOUR WORK COM280 @giorgiotedx
  • 16. CONTROL When don't you want be in control of YOUR BIZ COM280 @giorgiotedx
  • 17. CONTROL When don't you want be in control of YOUR TIME COM280 @giorgiotedx
  • 18. CONTROL When don't you want be in control of YOUR MONEY COM280 @giorgiotedx
  • 20. CONTROL Why you should give control over your life to somebody else if you didn't HAVE to? COM280 @giorgiotedx
  • 21. CONTROL MAIN RULE COM280 @giorgiotedx
  • 22. CONTROL MAIN RULE Companies are much better off is they cede some control over to their customers COM280 @giorgiotedx
  • 23. CONTROL CUSTOMERS Will use this control, and YOU will win COM280 @giorgiotedx
  • 25. DELL HELL WORST CUSTOMER Control COM280 @giorgiotedx
  • 26. DELL HELL FIRST CUSTOMER Control COM280 @giorgiotedx
  • 27. DELL HELL JEFF JARVIS COM280 @giorgiotedx
  • 28. DELL HELL JEFF JARVIS COM280 @giorgiotedx
  • 29. DELL HELL @ home service 325 U$ JEFF JARVIS COM280 @giorgiotedx
  • 31. DELL HELL Send the Laptop to get it fixed
  • 32. DELL HELL Send the Laptop to get it fixed Came back with a new fault
  • 33. DELL HELL Send the Laptop to get it fixed Came back with a new fault Spend endless amount of time with people on the other side of the world
  • 35. DELL SUCKS I just got a new Dell laptop and paid a fortune for the four-year, in-home service. COM280 @giorgiotedx
  • 36. DELL SUCKS I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. COM280 @giorgiotedx
  • 37. DELL SUCKS I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. COM280 @giorgiotedx
  • 38. DELL SUCKS I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap. COM280 @giorgiotedx
  • 39. DELL SUCKS I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap. So I have this new machine and paid for them to FXXXXXX FIX IT IN MY HOUSE and they don't and I lose it for two weeks. COM280 @giorgiotedx
  • 40. DELL SUCKS I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap. So I have this new machine and paid for them to FXXXXXX FIX IT IN MY HOUSE and they don't and I lose it for two weeks. DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell. - ORIGINAL BLOG POST 2005 COM280 @giorgiotedx
  • 47. DELL HELL When press contacted DELL and asked about their policy on blogs, the answer was : COM280 @giorgiotedx
  • 48. DELL HELL When press contacted DELL and asked about their policy on blogs, the answer was : LOOK and Don't TOUCH COM280 @giorgiotedx
  • 49. DELL HELL I you want talk to DELL you need to do it : COM280 @giorgiotedx
  • 50. DELL HELL I you want talk to DELL you need to do it : On our site COM280 @giorgiotedx
  • 51. DELL HELL I you want talk to DELL you need to do it : On our site On our terms COM280 @giorgiotedx
  • 52. DELL HELL But people where already talking about DELL COM280 @giorgiotedx
  • 53. DELL HELL But people where already talking about DELL On their blogs COM280 @giorgiotedx
  • 54. DELL HELL But people where already talking about DELL On their blogs On their terms COM280 @giorgiotedx
  • 56. DELL HELL #7
  • 57. DELL HELL BRAND DAMAGE COM280 @giorgiotedx
  • 58. DELL HELL CUSTOMER SATISFACTION RATINGS COM280 @giorgiotedx
  • 59. DELL HELL CUSTOMER SATISFACTION RATINGS 80 60 40 20 0 COM280 @giorgiotedx
  • 60. DELL HELL REVENUES RESULTS COM280 @giorgiotedx
  • 61. DELL HELL REVENUES RESULTS 300 225 150 75 0 COM280 @giorgiotedx
  • 62. DELL HELL SHARE PRICE -46 % COM280 @giorgiotedx
  • 64. DELL HELL In the Internet age when you lose a customer COM280 @giorgiotedx
  • 65. DELL HELL You also loose all his/her friends COM280 @giorgiotedx
  • 66. DELL HELL You also loose all his/her friends COM280 @giorgiotedx
  • 68. DELL HELL You got Delled ! COM280 @giorgiotedx
  • 69. DELL HELL You got Delled ! COM280 @giorgiotedx
  • 71. DELL HELL OPEN LETTER TO MICHAEL DELL COM280 @giorgiotedx
  • 72. DELL HELL OPEN LETTER TO MICHAEL DELL READ BLOGS COM280 @giorgiotedx
  • 73. DELL HELL OPEN LETTER TO MICHAEL DELL READ BLOGS COM280 @giorgiotedx
  • 74. DELL HELL Bloggers are your customers OPEN LETTER TO MICHAEL DELL READ BLOGS COM280 @giorgiotedx
  • 75. DELL HELL Bloggers are your customers OPEN LETTER TO MICHAEL You spend millions in DELL consumer research, user groups, think tanks to find out what people are thinking READ BLOGS - on blogs, all you need to do is ask and they will tell you. COM280 @giorgiotedx
  • 76. DELL HELL Bloggers are your customers OPEN LETTER TO MICHAEL You spend millions in DELL consumer research, user groups, think tanks to find out what people are thinking READ BLOGS - on blogs, all you need to do is ask and they will tell you. For Free COM280 @giorgiotedx
  • 77. DELL HELL OPEN LETTER TO MICHAEL DELL READ BLOGS COM280 @giorgiotedx
  • 78. DELL HELL OPEN LETTER TO MICHAEL DELL READ BLOGS TALK TO CONSUMERS COM280 @giorgiotedx
  • 79. DELL HELL Look don't touch ?? OPEN LETTER TO MICHAEL DELL READ BLOGS TALK TO CONSUMERS COM280 @giorgiotedx
  • 80. DELL HELL Look don't touch ?? Are you pretending we, the OPEN LETTER TO MICHAEL consumers, do not exist ? DELL READ BLOGS TALK TO CONSUMERS COM280 @giorgiotedx
  • 81. DELL HELL Look don't touch ?? Are you pretending we, the OPEN LETTER TO MICHAEL consumers, do not exist ? DELL Join the conversation ! READ BLOGS TALK TO CONSUMERS COM280 @giorgiotedx
  • 82. DELL HELL Look don't touch ?? Are you pretending we, the OPEN LETTER TO MICHAEL consumers, do not exist ? DELL Join the conversation ! READ BLOGS Ask them what you should TALK TO do CONSUMERS COM280 @giorgiotedx
  • 83. DELL HELL Look don't touch ?? Are you pretending we, the OPEN LETTER TO MICHAEL consumers, do not exist ? DELL Join the conversation ! READ BLOGS Ask them what you should TALK TO do CONSUMERS Help them in connecting to each other COM280 @giorgiotedx
  • 84. DELL HELL OPEN LETTER TO MICHAEL DELL READ BLOGS TALK TO CONSUMERS COM280 @giorgiotedx
  • 85. DELL HELL OPEN LETTER TO MICHAEL DELL READ BLOGS TALK TO CONSUMERS BLOG COM280 @giorgiotedx
  • 86. DELL HELL Why Blog ? OPEN LETTER TO MICHAEL DELL READ BLOGS TALK TO CONSUMERS BLOG COM280 @giorgiotedx
  • 87. DELL HELL Why Blog ? It shows you are open OPEN LETTER TO MICHAEL DELL READ BLOGS TALK TO CONSUMERS BLOG COM280 @giorgiotedx
  • 88. DELL HELL Why Blog ? It shows you are open OPEN LETTER TO MICHAEL It shows you are not afraid DELL READ BLOGS TALK TO CONSUMERS BLOG COM280 @giorgiotedx
  • 89. DELL HELL Why Blog ? It shows you are open OPEN LETTER TO MICHAEL It shows you are not afraid DELL It shows that you care READ BLOGS TALK TO CONSUMERS BLOG COM280 @giorgiotedx
  • 90. DELL HELL Why Blog ? It shows you are open OPEN LETTER TO MICHAEL It shows you are not afraid DELL It shows that you care READ BLOGS TALK TO It shows that you listen CONSUMERS BLOG COM280 @giorgiotedx
  • 91. DELL HELL OPEN LETTER TO MICHAEL DELL READ BLOGS TALK TO CONSUMERS BLOG READ BAD PR COM280 @giorgiotedx
  • 92. DELL HELL Don't ignore bad PR OPEN LETTER TO MICHAEL DELL READ BLOGS TALK TO CONSUMERS BLOG READ BAD PR COM280 @giorgiotedx
  • 93. DELL HELL Don't ignore bad PR Read about it OPEN LETTER TO MICHAEL DELL READ BLOGS TALK TO CONSUMERS BLOG READ BAD PR COM280 @giorgiotedx
  • 94. DELL HELL Don't ignore bad PR Read about it OPEN LETTER TO MICHAEL Blog on how you are trying DELL to fix the problems READ BLOGS TALK TO CONSUMERS BLOG READ BAD PR COM280 @giorgiotedx
  • 95. DELL HELL Don't ignore bad PR Read about it OPEN LETTER TO MICHAEL Blog on how you are trying DELL to fix the problems READ BLOGS Ask the community for help TALK TO CONSUMERS BLOG READ BAD PR COM280 @giorgiotedx
  • 96. DELL HELL Don't ignore bad PR Read about it OPEN LETTER TO MICHAEL Blog on how you are trying DELL to fix the problems READ BLOGS Ask the community for help TALK TO Join the conversation, CONSUMERS always! BLOG READ BAD PR COM280 @giorgiotedx
  • 97. DELL HELL DIRECT2DELL COM280 @giorgiotedx
  • 98. DELL HELL DIRECT2DELL DELL LISTENING COM280 @giorgiotedx
  • 99. DELL HELL IDEASTORM COM280 @giorgiotedx
  • 100. DELL HELL IDEASTORM DELL ACTING COM280 @giorgiotedx
  • 101. DELL HELL SHARE PRICE +33 % COM280 @giorgiotedx
  • 105. CONTROL Give people control, and they will use it.. COM280 @giorgiotedx
  • 107. CONTROL Don't, and you will loose them COM280 @giorgiotedx
  • 109. CRISIS Your worst customer is your best friend COM280 @giorgiotedx
  • 111. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 112. CRISIS Your name FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 113. CRISIS Your company FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 114. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 115. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 116. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 117. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 118. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 119. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 120. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 121. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 122. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 123. CRISIS NOW RESPOND FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 124. CRISIS DO IT YOURSELF FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 125. CRISIS BE YOURSELF FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 126. CRISIS START CONVERSATIONS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 127. CRISIS FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU COM280 @giorgiotedx
  • 128. SUSAN ANGRY SUSAN COM280 @giorgiotedx
  • 129. SUSAN Susan bought your product ANGRY SUSAN COM280 @giorgiotedx
  • 130. SUSAN Susan bought your product Your product was faulty ANGRY SUSAN COM280 @giorgiotedx
  • 131. SUSAN Susan bought your product Your product was faulty Susan writes on her blog ANGRY SUSAN COM280 @giorgiotedx
  • 132. SUSAN Susan bought your product Your product was faulty Susan writes on her blog Susan creates a hate site ANGRY SUSAN COM280 @giorgiotedx
  • 133. SUSAN Susan bought your product Your product was faulty Susan writes on her blog Susan creates a hate site Susan writes on other Blogs ANGRY SUSAN COM280 @giorgiotedx
  • 134. SUSAN Susan bought your product Your product was faulty Susan writes on her blog Susan creates a hate site Susan writes on other Blogs Susan posts audiofiles of phone calls to customer care. ANGRY SUSAN COM280 @giorgiotedx
  • 135. SUSAN Susan bought your product Your product was faulty Susan writes on her blog Susan creates a hate site Susan writes on other Blogs Susan posts audiofiles of phone calls to customer care. Susan creates a YouTube Video ANGRY SUSAN COM280 @giorgiotedx
  • 136. SUSAN ANGRY SUSAN COM280 @giorgiotedx
  • 137. SUSAN Susan is competing with you to define ANGRY SUSAN COM280 @giorgiotedx
  • 138. SUSAN Susan is competing with you to define YOUR BRAND ANGRY SUSAN COM280 @giorgiotedx
  • 139. SUSAN ANGRY SUSAN COM280 @giorgiotedx
  • 140. SUSAN Even if you don't listen to Susan ANGRY SUSAN COM280 @giorgiotedx
  • 141. SUSAN Even if you don't listen to Susan Press Competitors Will ANGRY SUSAN COM280 @giorgiotedx
  • 142. SUSAN ANGRY SUSAN COM280 @giorgiotedx
  • 143. SUSAN What will you do now? ANGRY SUSAN COM280 @giorgiotedx
  • 144. SUSAN What will you do now? Kill Susan ANGRY SUSAN COM280 @giorgiotedx
  • 145. SUSAN What will you do now? Kill Susan Ignore Susan ANGRY SUSAN COM280 @giorgiotedx
  • 146. SUSAN What will you do now? Kill Susan Ignore Susan Sue Susan ANGRY SUSAN COM280 @giorgiotedx
  • 147. SUSAN What will you do now? Kill Susan Ignore Susan Sue Susan Hire a P.R. to deal with it ANGRY SUSAN COM280 @giorgiotedx
  • 148. SUSAN What will you do now? Kill Susan Ignore Susan Sue Susan Hire a P.R. to deal with it Wait for it to go away Nothing of the above will work ANGRY SUSAN COM280 @giorgiotedx
  • 150. STRATEGY If you have one chance to do the right thing, what would you do ? COM280 @giorgiotedx
  • 151. STRATEGY If you have one chance to do the right thing, what would you do ? COM280 @giorgiotedx
  • 152. STRATEGY Angry Susan COM280 @giorgiotedx
  • 153. STRATEGY Angry Susan Dear Susan, I have read you have a problem with our product. COM280 @giorgiotedx
  • 154. STRATEGY Angry Susan Dear Susan, I have read you have a problem with our product. I really want to understand the problem and fix it. COM280 @giorgiotedx
  • 155. STRATEGY Angry Susan Dear Susan, I have read you have a problem with our product. I really want to understand the problem and fix it. I will be really grateful if you can help us in understanding better what happened. COM280 @giorgiotedx
  • 156. STRATEGY Angry Susan Dear Susan, I have read you have a problem with our product. I really want to understand the problem and fix it. I will be really grateful if you can help us in understanding better what happened. This way other customers will not incur in the same problem. COM280 @giorgiotedx
  • 157. STRATEGY Angry Susan Dear Susan, I have read you have a problem with our product. I really want to understand the problem and fix it. I will be really grateful if you can help us in understanding better what happened. This way other customers will not incur in the same problem. Thankyou COM280 @giorgiotedx
  • 158. STRATEGY Angry Susan Dear Susan, I have read you have a problem with our product. I really want to understand the problem and fix it. I will be really grateful if you can help us in understanding better what happened. This way other customers will not incur in the same problem. Thankyou Your Name COM280 @giorgiotedx
  • 160. STRATEGY Once Susan will be calmed COM280 @giorgiotedx
  • 161. STRATEGY Once Susan will be calmed Ask her opinions on other products of yours COM280 @giorgiotedx
  • 162. STRATEGY Once Susan will be calmed Ask her opinions on other products of yours Send her some goodies COM280 @giorgiotedx
  • 163. STRATEGY Once Susan will be calmed Ask her opinions on other products of yours Send her some goodies Ask her to blog on how the problem is gone ( you might not need to ask) COM280 @giorgiotedx
  • 164. STRATEGY Once Susan will be calmed Ask her opinions on other products of yours Send her some goodies Ask her to blog on how the problem is gone ( you might not need to ask) Now the difficult part begins. COM280 @giorgiotedx
  • 166. STRATEGY Your Company Its culture COM280 @giorgiotedx
  • 167. STRATEGY Your Company Its culture COM280 @giorgiotedx
  • 168. STRATEGY Your Company Its culture Or this mess would not have build up COM280 @giorgiotedx
  • 170. STRATEGY Execs might say : COM280 @giorgiotedx
  • 171. STRATEGY Execs might say : She voided the warranty ! COM280 @giorgiotedx
  • 172. STRATEGY Execs might say : She voided the warranty ! She called customer services when in India is night time COM280 @giorgiotedx
  • 173. STRATEGY Execs might say : She voided the warranty ! She called customer services when in India is night time She did not read the instructions COM280 @giorgiotedx
  • 174. STRATEGY Execs might say : She voided the warranty ! She called customer services when in India is night time She did not read the instructions She is crazy ! COM280 @giorgiotedx
  • 176. STRATEGY But is Susan was a lone crazy All this mess would not have built up COM280 @giorgiotedx
  • 178. STRATEGY Where to start ? COM280 @giorgiotedx
  • 179. STRATEGY 1 Where to start ? COM280 @giorgiotedx
  • 180. STRATEGY 1 Where to start ? COM280 @giorgiotedx
  • 181. STRATEGY 1 COM280 @giorgiotedx
  • 182. STRATEGY 1 Find all the places where people complain COM280 @giorgiotedx
  • 183. STRATEGY 1 Find all the places where people complain Solve all the problems you can COM280 @giorgiotedx
  • 184. STRATEGY 1 COM280 @giorgiotedx
  • 185. STRATEGY 1 Repair COM280 @giorgiotedx
  • 186. STRATEGY 1 Repair Replace COM280 @giorgiotedx
  • 187. STRATEGY 1 Repair Replace Refund COM280 @giorgiotedx
  • 188. STRATEGY 1 Repair Replace Refund Whatever the customer wants COM280 @giorgiotedx
  • 189. STRATEGY 1 COM280 @giorgiotedx
  • 190. STRATEGY 1 The cost will be always lower than the P.R. damage that will occur if any of these problems would become viral on the web. COM280 @giorgiotedx
  • 191. STRATEGY 2
  • 192. STRATEGY 2 Share problems and solutions as the occur
  • 193. STRATEGY 3 COM280 @giorgiotedx
  • 194. STRATEGY 3 Open a direct link between customers and execs COM280 @giorgiotedx
  • 195. STRATEGY 3 Open a direct link between customers and execs What is there to fear from your own customers ? COM280 @giorgiotedx
  • 196. CRISIS Your worst customer is your best friend COM280 @giorgiotedx
  • 197. MORE JIMs Your best customer is your partner COM280 @giorgiotedx
  • 199. MORE JIMs Jim is a happy customer COM280 @giorgiotedx
  • 200. MORE JIMs Jim is a happy customer Jim has a conversation with our Company COM280 @giorgiotedx
  • 201. MORE JIMs Jim is a happy customer Jim has a conversation with our Company Jim trusts us and promotes our products How can we open the door to more people like Jim ? COM280 @giorgiotedx
  • 203. MORE JIMs How can we organize our company around this new relationship we are having with people that we used to call consumers, and that now we call COM280 @giorgiotedx
  • 204. MORE JIMs How can we organize our company around this new relationship we are having with people that we used to call consumers, and that now we call PARTNERS COM280 @giorgiotedx
  • 206. MORE JIMs JIM partner COM280 @giorgiotedx
  • 207. MORE JIMs DESIGN PRODUCTIO JIM partner MARKETING CUSTOMER SALES COM280 @giorgiotedx
  • 208. MORE JIMs DESIGN PRODUCTIO JIM partner MARKETING CUSTOMER SALES COM280 @giorgiotedx
  • 209. MORE JIMs Leaving the task only to some departments DESIGN It will not work PRODUCTIO JIM partner MARKETING CUSTOMER SALES COM280 @giorgiotedx
  • 210. MORE JIMs DESIGN PRODUCTIO JIM partner MARKETING CUSTOMER SALES COM280 @giorgiotedx
  • 211. MORE JIMs Outsourcing the task to an external company DESIGN It will not work THE PRODUCTIO JIM partner MARKETING GURUS CUSTOMER SALES COM280 @giorgiotedx
  • 212. MORE JIMs DESIGN PRODUCTIO JIM partner MARKETING CUSTOMER SALES COM280 @giorgiotedx
  • 213. MORE JIMs You need to do all the tasks by yourself and learn DESIGN in the process PRODUCTIO JIM partner MARKETING CUSTOMER SALES COM280 @giorgiotedx
  • 214. MORE JIMs DESIGN COM280 @giorgiotedx
  • 215. MORE JIMs Why don't disclose the design of your future product and make it DESIGN PUBLIC ? COM280 @giorgiotedx
  • 216. MORE JIMs Why don't disclose the design of your future product and make it DESIGN PUBLIC ? Go Public ! Research Service reports Needs Design Concepts Sketches New Ideas COM280 @giorgiotedx
  • 218. MORE JIMs THE BIGGEST REVOLUTION CAUSED BY THE INTERNET HAS LIITLE TO DO WITH TECHNOLOGY COM280 @giorgiotedx
  • 219. MORE JIMs IT HAS TO DO WITH PEOPLE AND THEIR RELATIONSHIPS COM280 @giorgiotedx
  • 220. NEW ARCHITECTURE The Link changes everything COM280 @giorgiotedx
  • 221. NEW ARCHITECTURE 9-11 COM280 @giorgiotedx
  • 229. NEW ARCHITECTURE LINK SEARCH COM280 @giorgiotedx
  • 230. NEW ARCHITECTURE LINK SEARCH The LINK and the SEARCH create the mean to find everything and connect anyone COM280 @giorgiotedx
  • 232. NEW ARCHITECTURE This new structure will redefine everything MARKETING COM280 @giorgiotedx
  • 233. NEW ARCHITECTURE This new structure will redefine everything MARKETING POLITICS COM280 @giorgiotedx
  • 234. NEW ARCHITECTURE This new structure will redefine everything MARKETING POLITICS GOVERNMENT COM280 @giorgiotedx
  • 235. NEW ARCHITECTURE This new structure will redefine everything MARKETING POLITICS GOVERNMENT EDUCATION COM280 @giorgiotedx
  • 236. NEW ARCHITECTURE This new structure will redefine everything MARKETING POLITICS GOVERNMENT EDUCATION THE WORLD COM280 @giorgiotedx
  • 238. NEW ARCHITECTURE Everybody can speak COM280 @giorgiotedx
  • 239. NEW ARCHITECTURE Everybody can speak Everybody can hear COM280 @giorgiotedx
  • 241. NEW ARCHITECTURE Enables people to organize around COM280 @giorgiotedx
  • 242. NEW ARCHITECTURE Enables people to organize around INTEREST COM280 @giorgiotedx
  • 243. NEW ARCHITECTURE Enables people to organize around INTEREST NEED COM280 @giorgiotedx
  • 244. NEW ARCHITECTURE Enables people to organize around INTEREST NEED MARKET COM280 @giorgiotedx
  • 245. NEW ARCHITECTURE Enables people to organize around INTEREST NEED MARKET CAUSE COM280 @giorgiotedx
  • 246. NEW ARCHITECTURE Enables people to organize around INTEREST NEED MARKET CAUSE THE LINK AND THE SEARCH HAVE STARTED A REVOLUTION COM280 @giorgiotedx
  • 247. THE NEW ARCHITECTURE REVOLUTION Enables people HAS to organize around INTEREST NEED MARKET CAUSE JUST THE LINK AND THE SEARCH BEGUN HAVE STARTED A REVOLUTION COM280 @giorgiotedx
  • 249. NEW ARCHITECTURE THE LINK AND THE SEARCH INITIATED CONVERSATIONS COM280 @giorgiotedx
  • 251. NEW ARCHITECTURE THIS NEW SYSTEM REQUIRES THAT EVERYTHING ABOUT YOU COM280 @giorgiotedx
  • 252. NEW ARCHITECTURE THIS NEW SYSTEM REQUIRES THAT EVERYTHING ABOUT YOU Your Product COM280 @giorgiotedx
  • 253. NEW ARCHITECTURE THIS NEW SYSTEM REQUIRES THAT EVERYTHING ABOUT YOU Your Product Your Business COM280 @giorgiotedx
  • 254. NEW ARCHITECTURE THIS NEW SYSTEM REQUIRES THAT EVERYTHING ABOUT YOU Your Product Your Business Your Message COM280 @giorgiotedx
  • 255. NEW ARCHITECTURE THIS NEW SYSTEM REQUIRES THAT EVERYTHING ABOUT YOU Your Product Your Business Your Message TO HAVE A PERMALINK ON THE WEB COM280 @giorgiotedx