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Video of this: http://allegoriedesign.com/building-relationships-to-scale-social-media-crowdsource-and-develop-products/#.UR_fULtWrZg Building real relationships with your customers will empower them to do work for you through crowdsourcing, engage them to become brand advocates, allow you to scale social media initiatives, and leverage them for new product development. Follow me on: My Blog: http://allegoriedesign.com/ Twitter: http://www.twitter.com/mrobertsonline Google+: https://plus.google.com/u/0/115351143362852372380/posts YouTube: http://www.youtube.com/user/mrobertsonline?feature=mhee Detailed Description: There used to be ways to cheat the system to attract traffic to your website, rank well on Google (SEO), and attract Likes on Facebook, but those approaches no longer work. As the companies that govern these platforms such as Google and Facebook get smarter and better, there will be fewer and fewer shortcuts to do these things. Brands will have to now rely on building real relationships with real people through genuine and authentic interactions with them. Beyond achieving the metrics above, forward thinking brands may be able to capitalize on a huge upside potential from building authentic relationships with their customers. For example, customers that are engaged and appreciated will be much more likely to defend your company on Twitter when they see someone speak negatively about it. They may offer valuable insights into what your customers care about which reduces research cost, improves the product and speeds up new iterations of product development. Consumers that have real relationships with brands will also be much more likely to answer questions or help fellow customers with customer service related questions. This creates more engagement, a better experience for everyone, allows the brand to scale their social media efforts, and reduces cost.
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TREND 5 OF 7:CUSTOMER RELATIONSHIPS FIRST, SOCIAL CHANNEL LAST
Saturday, December 1, 2012
@MrobertsOnline
B B B
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B
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Old School TV
1-Way Social
2-Way Social
Crowdsource & Scalable Social
Evolution of the Brand and Customer Relationship
21 3 4
Saturday, December 1, 2012
@MrobertsOnline
The biggest risk to your marketing campaign is that you donʼt own Facebook. You have to play by their rules.
Saturday, December 1, 2012
@MrobertsOnline
The biggest risk to your marketing campaign is that you donʼt own Facebook. You have to play by their rules.
Edgerank and other rules are imposed.
Saturday, December 1, 2012
@MrobertsOnline
The biggest risk to your marketing campaign is that you donʼt own Facebook. You have to play by their rules.
Real relationships transcend the platform.
Edgerank and other rules are imposed.
Saturday, December 1, 2012
@MrobertsOnline
The biggest risk to your marketing campaign is that you donʼt own Facebook. You have to play by their rules.
The ROI from relationships is better than nameless followers.
Real relationships transcend the platform.
Edgerank and other rules are imposed.
Saturday, December 1, 2012
@MrobertsOnline
Getting your customers to do some of your work for you.
Saturday, December 1, 2012
@MrobertsOnline
Crowdsourcing (Starbucks).
Getting your customers to do some of your work for you.
Saturday, December 1, 2012
@MrobertsOnline
Empower your best customers to speak on your behalf: answer other customers questions, evangelize, and respond to crisis.
Saturday, December 1, 2012
@MrobertsOnline
Empower your best customers to speak on your behalf: answer other customers questions, evangelize, and respond to crisis.
Bring together like-minded customers.
Saturday, December 1, 2012
@MrobertsOnline
Empower your best customers to speak on your behalf: answer other customers questions, evangelize, and respond to crisis.
Bring together like-minded customers.
This is how you become efficient and scale.
Saturday, December 1, 2012
@MrobertsOnline
Courseraʼs forums allow students to help other students.
Saturday, December 1, 2012
@MrobertsOnline
You
Best Customers
New orPotential
Customers
You still handle this
Your customers handle this without you
Saturday, December 1, 2012
@MrobertsOnline
Felt need
TraditionalMarketing
Funnel
Saturday, December 1, 2012
@MrobertsOnline
Awareness
Trial
Felt need
Evaluation
Purchase
TraditionalMarketing
Funnel
Saturday, December 1, 2012
@MrobertsOnline
Support your products, social, continue
relationship, evangelizing, measure sentiment, get ideas for new products,
CRM, etc.
Awareness
Trial
Felt need
Evaluation
Purchase
TraditionalMarketing
Funnel
Missed / Key Growth
Opportunity
Saturday, December 1, 2012
@MrobertsOnline
Jeremiah Owyang
Some inspiration, ideas and research from:
Thomas Baekdal
ComScore
ComScore
Altimiter Group
Richard Bartel
Gabe Zicherman Roger McNamee
Saturday, December 1, 2012
Saturday, December 1, 2012
Questions?
Mike Roberts
Blog: www.AllegorieDesign.com@MrobertsOnline
www.linkedin.com/in/mrobertsonline/Saturday, December 1, 2012
