Download pdf - Scale Social Media, Crowdsource, and Engage Customers Through Real Relationships

TREND 5 OF 7:CUSTOMER RELATIONSHIPS FIRST, SOCIAL CHANNEL LAST

Saturday, December 1, 2012

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B B B

C

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f

B

C

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C

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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


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The biggest risk to your marketing campaign is that you donʼt own Facebook. You have to play by their rules.


http://allegoriedesign.com/































































































































































































































































































































































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Edgerank and other rules are imposed.



































































































































































































































































































































































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Real relationships transcend the platform.




































































































































































































































































































































































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The ROI from relationships is better than nameless followers.

Real relationships transcend the platform.




































































































































































































































































































































































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Getting your customers to do some of your work for you.



































































































































































































































































































































































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Crowdsourcing (Starbucks).

Getting your customers to do some of your work for you.



































































































































































































































































































































































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Empower your best customers to speak on your behalf: answer other customers questions, evangelize, and respond to crisis.



































































































































































































































































































































































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Bring together like-minded customers.



































































































































































































































































































































































@MrobertsOnline


Bring together like-minded customers.

This is how you become efficient and scale.



































































































































































































































































































































































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Courseraʼs forums allow students to help other students.



































































































































































































































































































































































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You

Best Customers

New orPotential

Customers

You still handle this

Your customers handle this without you



































































































































































































































































































































































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Felt need

TraditionalMarketing

Funnel



































































































































































































































































































































































@MrobertsOnline

Awareness

Trial

Felt need

Evaluation

Purchase


Funnel



































































































































































































































































































































































@MrobertsOnline

Support your products, social, continue

relationship, evangelizing, measure sentiment, get ideas for new products,

CRM, etc.

Awareness

Trial

Felt need

Evaluation

Purchase


Funnel

Missed / Key Growth

Opportunity



































































































































































































































































































































































@MrobertsOnline

Jeremiah Owyang

Some inspiration, ideas and research from:

Thomas Baekdal

ComScore

ComScore

Altimiter Group

Richard Bartel

Gabe Zicherman Roger McNamee




































































































































































































































































































































































Questions?

[email protected]

Mike Roberts

Blog: www.AllegorieDesign.com@MrobertsOnline

www.linkedin.com/in/mrobertsonline/Saturday, December 1, 2012

http://www.AllegorieDesign.com

http://www.AllegorieDesign.com



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