David rogers

1. Reinventing Marketing
g g
for a World of
Customer Networks
@David_Rogers
Consultant, Speaker, Author
Columbia Business School
www.davidrogers.biz

2. @david_rogers #TNIYC

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

25. ENGAGE
Become a source of
valued content
31

27. 33

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

29. > 80 million views
35

30. 36

31. 37

33. 42

35. CUSTOMIZE
Make your offering
adaptable to your
customers’ needs
44

36. 20,000
20 000 books 1,500,000+
1 500 000+ books
45
Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)

37. 47

38. 48

39. 49

40. 50

41. 51

42. +

43. Roundtable Exercise #1

44. • D
Develop an i
l innovative event marketing
ti t k ti
initiative
• Use: ACCESS, ENGAGE, or CUSTOMIZE strategy
• Choose a company:
p y
– beverage brand of your choice
– OR, an automotive brand
,
• Timing: 15 minutes

45. 1.What is your company? (beverage or automotive)
2. What is your digital innovation?
ACCESS? (mobile on demand QR etc)
(mobile, on-demand, QR,
ENGAGE? (video, blog, games, apps, etc)
Or CUSTOMIZE? (products, service, content, etc.)
(p , , , )
3.Who is your target audience? (be specific)
4.What will your business objectives be? (lead gen,
sales,
sales brand image etc )
image, etc.)
5.Who do you need to make your innovation
y y
successful? (inside or outside your business)

46. Coffee Break

47. Reinventing Marketing
g g
for a World of
Customer Networks
@David_Rogers
Consultant, Speaker, Author
Columbia Business School
www.davidrogers.biz

48. Access
Collaborate Customer Engage
Networks
Connect Customize
63

49. CONNECT
Become a part of
your customers’
conversations
64

50. Follow the customers…

51. 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

53. Dell Ideastorm logo
g
– linux laptops, servicepro, and…
Kids ed laptops (show pictures)
69

54. 73

56. 75

57. COLLABORATE
Invite your customers
to help build
your enterprise
76

59. 81

60. 82

61. 83

62. 84

64. 87

66. Roundtable Exercise #2

67. • D
Develop an i
l innovative event marketing
ti t k ti g
initiative
• Use: CONNECT or COLLABORATE strategy
• Choose a company:
– Tourism board for country of your choice
– OR, a bank / financial services
• Timing: 15 minutes
g

68. 1.What is your company? (tourism or financial svc)
2. What is your digital innovation?
CONNECT? (listening, social networks, ideastorm,
private community)
Or COLLABORATE? (contribution, contest, open
platform, etc.)
l tf t )
3.Who is your target audience? (be specific)
4.What will your business objectives be? (lead gen,
sales, brand image, etc.)
5.Who
5 Who do you need to make your innovation
successful? (inside or outside your business)

69. A strategic planning process
for customer networks

70. TECHNOLOGIES
??

71. 1. Objectives
2.
2 Segmentation & Positioning
3. Strategy Selection & Ideation
4. Execution
5. Measurement 94

72. Process developed with:

73. 1. Set objectives first
Business model innovation
(Cisco)
Retail Behavior Web l
W b sales
(Kraft) (Lancôme)
Brand positioning
(Toyota) OBJECTIVES Market entry
!! (Ford)
Word-of-mouth
(Doritos) Customer service
(Comcast)
Lead generation
(IBM) Product differentiation
(iPad)

74. 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

75. 3. Strategy Selection, Ideation, & Concept Testing
Map strategies
Ideation &
Strategy to customers,
selection of
Selection organization,
organization
concepts
competitors
104

76. 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

77. 5. Measurement (four kinds)

78. Audience metrics

79. Channel-specific engagement metrics

80. Universal engagement metrics

81. Financial metrics

82. 3.5m
3 5m YouTube views
2.7m Twitter impressions
38% pre-launch awareness
in target audience
100k+ test drives

83. 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?

84. A few take-aways…

85. From mass marketing…
Company
Customers
135

86. …to customer network marketing
Customer Customer
Blogs
Comments
Customer Customer
Company
p y
Forums
Customer
136

87. Customer Customer
networks networks
Customer Customer
networks networks
Customer Customer
networks networks
137

88. Access
Collaborate Customer Engage
Networks
Connect Customize
138

89. Thank you.
Email for slides:
contact@davidrogers.biz
3-day exec. program:
Oct 24-26, 2012 (Columbia Business School, nyc)
24 26,
139