Go Big on Community Management!

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    11-Aug-2014

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DESCRIPTION

Community management goes way beyond customer service and crisis management. Making human connections is absolutely crucial to the success of your business. There is no avoiding it. All the data has citations and sources, so you can show this to your boss, your coworkers, your clients, or anybody who needs to learn the value of community management!

Transcript

  • NOW WITH 57% MORE NUMBERS!
  • GARY VAYNERCHUK I want to preface this deck by saying that numbers arent usually the way I choose to storytell.
  • GARY VAYNERCHUK In fact, there have been a few instances in which Ive had stats used against me because I wasnt up on the details.
  • GARY VAYNERCHUK In fact, there have been a few instances in which Ive had stats used against me because I wasnt up on the details. Not this time.
  • GARY VAYNERCHUK In fact, there have been a few instances in which Ive had stats used against me because I wasnt up on the details. This time I have all the stats.* *Or at least the stats that mean something to all my corporate pals out there.
  • GARY VAYNERCHUK And Im going to smash you all in the teeth with them.
  • GARY VAYNERCHUK So when you see green text like this...
  • GARY VAYNERCHUK So when you see green text like this...click it.
  • GARY VAYNERCHUK Its numbers.
  • GARY VAYNERCHUK Its numbers.Numbers for your teeth.
  • GARY VAYNERCHUK OK, lets get on with it.
  • GARY VAYNERCHUK You all know how I feel about community management.
  • GARY VAYNERCHUK And I know how you* feel about community management. *Google search frequency for community management
  • GARY VAYNERCHUK And I know how you feel about community management. Youre not as interested as you used to be.
  • GARY VAYNERCHUK Because a lot of people are saying (and have always been saying) Content is King.
  • GARY VAYNERCHUK Because a lot of people are saying (and have always been saying) Content is King. And not just me... ;)
  • GARY VAYNERCHUK Because a lot of people are saying (and have always been saying) Content is King. 87% of Effie Worldwide/Forbes CMO Network Marketing Industry Survey repondents said that content marketing initiatives met or exceeded ROI expectations. [ http://www.forbes.com/sites/ jenniferrooney/2014/04/16/annual-effies-survey- content-is-king/ ]
  • GARY VAYNERCHUK But losing sight of community management is a mistake.
  • But losing sight of Community Management is a mistake.A big mistake. GARY VAYNERCHUK
  • GARY VAYNERCHUK Because community management isnt just about answering questions.
  • GARY VAYNERCHUK Because community management isnt just about answering questions.Its about human connection.
  • GARY VAYNERCHUK And human connection matters!
  • GARY VAYNERCHUK And human connection matters!#NoShit
  • GARY VAYNERCHUK Not just because it works for me,
  • GARY VAYNERCHUK Not just because it works for me,which it has...
  • GARY VAYNERCHUK Not just because it works for me,but because it can work for you.
  • GARY VAYNERCHUK So let me say it clearly:
  • GARY VAYNERCHUK So let me say it clearly: there is a huge opportunity to go big in community management!
  • GARY VAYNERCHUK So let me say it clearly: there is a huge opportunity to go big in community management! human connection!
  • GARY VAYNERCHUK The problem is people dont listen.
  • GARY VAYNERCHUK The problem is people dont listen because its just Gary talking (you know how I love to talk)
  • GARY VAYNERCHUK or because there is too much pressure for short term success.
  • GARY VAYNERCHUK or because there is too much pressure for short term success. 63% of board members said the pressure to generate strong short-term results had increased over the previous five years. [ http://hbr.org/2014/01/focusing-capital-on-the-long- term/ar/1 ]
  • GARY VAYNERCHUK Way too much pressure...
  • GARY VAYNERCHUK Way too much pressure... 79% of the same people felt especially pressured to demonstrate strong financial performance over a period of just two years or less. [ http://hbr.org/2014/01/focusing-capital-on-the-long- term/ar/1 ]
  • GARY VAYNERCHUK In reality, while everyone is focusing on the short game, the opportunity is in the long game.
  • GARY VAYNERCHUK In reality, while everyone is focusing on the short game, the opportunity is for the long game. Increasing your customer retention rate by 5% can increase your profits by up to 95% over the long term. [ http://hbswk.hbs.edu/archive/1590.html ]
  • GARY VAYNERCHUK So how do you win the long game?
  • GARY VAYNERCHUK So how do you win the long game?How do you keep customers?
  • GARY VAYNERCHUK Good customer service,
  • GARY VAYNERCHUK Good customer service,you think.
  • GARY VAYNERCHUK Good customer service, But good isnt as good as it used to be.
  • GARY VAYNERCHUK Good customer service, An average customer experience performs 5-10% below benchmark in key measures. Key Measures Likelihood to remain/renew To buy another product To recommend - 5-10% average [ http://www.mckinseyonmarketingandsales.com/for- customer-loyalty-only-the-best-will-do ]
  • GARY VAYNERCHUK Good customer service, Improving to a wow experience performs 30-50% more. Key Measures Likelihood to remain/renew To buy another product To recommend - 5-10% + 30-50% average wow [ http://www.mckinseyonmarketingandsales.com/for- customer-loyalty-only-the-best-will-do ]
  • GARY VAYNERCHUK Good customer service,You need to be great.
  • GARY VAYNERCHUK The good news: Greatness is more achievable than ever before.
  • GARY VAYNERCHUK The good news: Greatness is more achievable than ever before. [ http://www.nytimes.com/2008/11/20/technology/... ] 3/4 of customers said theyd pick a vendor based on free-shipping alone.
  • GARY VAYNERCHUK So dont invest your time and money in community management thats just good enough.
  • GARY VAYNERCHUK Go BIG,
  • GARY VAYNERCHUK Go BIG,go personal,
  • GARY VAYNERCHUK Go BIG,Do it like Rickey Henderson. [ https://www.linkedin.com/today/post/ article/20140120152748-10486099-the-rickey- henderson-effect ]
  • GARY VAYNERCHUK Go BIG, At my first Yankees game, leftfielder Rickey Henderson winked at me. From that moment on, he had a fan for life. It was huge.
  • GARY VAYNERCHUK That story isnt some one-off occurence, its human nature.
  • GARY VAYNERCHUK Something happens when you are caught off guard like I was.
  • GARY VAYNERCHUK Something happens when you are caught off guard like I was.Surprise is addicting. [ http://www.ccnl.emory.edu/Publicity/ MSNBC.HTM ]
  • GARY VAYNERCHUK Something happens when you are caught off guard like I was. Surprise helps create much stronger memories. [ http://wamc.org/post/dr-wael-asaad-brown-university- surprise-and-memory-formation ]
  • GARY VAYNERCHUK Something happens when you are caught off guard like I was. Surprise is more satisfying than stability. [ http://www.nytimes.com/2012/12/02/opinion/sunday/ new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]
  • GARY VAYNERCHUK Surprising people will build human connections for your brand.
  • GARY VAYNERCHUK Surprising people will build human connections for your brand. Surprise is Still the Most Powerful Marketing Tool [ http://www.nytimes.com/2012/12/02/opinion/sunday/ new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]
  • GARY VAYNERCHUK Im not trying to be romantic about this.
  • GARY VAYNERCHUK Dont do this to be nice.
  • GARY VAYNERCHUK Dont do this to be nice.Do it because it matters.
  • GARY VAYNERCHUK When you do a favor for someone - even a small one, they will return it.
  • GARY VAYNERCHUK When you do a favor for someone - even a small one, they will return it. and possibly give back more than you gave them. [ http://www.scu.edu/cas/psychology/faculty/upload/ Burger-et-al-SI-2009.pdf ]
  • GARY VAYNERCHUK I know what youre thinking.
  • GARY VAYNERCHUK I know what youre thinking.I cant do this for everyone!
  • GARY VAYNERCHUK And youre right.
  • GARY VAYNERCHUK And youre right.You cant.
  • GARY VAYNERCHUK Thing is, you dont have to.
  • GARY VAYNERCHUK The emotional high of getting an unexpected personal response sticks with people.
  • GARY VAYNERCHUK That feeling doesnt go away.
  • GARY VAYNERCHUK That feeling doesnt go away.Interactions make people more resistant to unfollow you. [ http://www.ncbi.nlm.nih.gov/pmc/articles/ PMC1333219/ ]
  • GARY VAYNERCHUK I cant do this for everyone! = I shouldnt do this for anyone.
  • GARY VAYNERCHUK Now one more time for everyone in the back...
  • GARY VAYNERCHUK Now one more time for everyone in the back... I cant do this for everyone! = I shouldnt do this for anyone.
  • GARY VAYNERCHUK Do it. Focus on depth, not width.
  • GARY VAYNERCHUK And solidify the connections you have with your customers.
  • GARY VAYNERCHUK And solidify the connection your customers have with you. 80% of your companys future revenue will come from just 20% of your existing customers. [ http://www.forbes.com/sites/ alexlawrence/2012/11/01/five-customer-retention- tips-for-entrepreneurs/ ]
  • GARY VAYNERCHUK If you do this, a funny thing will happen.
  • GARY VAYNERCHUK You wont just strengthen your current customers, youll get new ones.
  • GARY VAYNERCHUK Because people talk.
  • Because people talk. GARY VAYNERCHUK
  • GARY VAYNERCHUK Because people talk. 20 - 50% of all purchasing decisions are made based on word of mouth. [ http://www.mckinsey.com/insights/marketing_ sales/a_new_way_to_measure_word-of-mouth_ marketing ]
  • GARY VAYNERCHUK And talking now is louder than its ever been.
  • GARY VAYNERCHUK And talking now is louder than its ever been. 77% of customers are more likely to buy a new product when learning about it from friends or family. [ http://www.nielsen.com/us/en/insights/news/2013/ a-multi-mix-media-approach-drives-new-product- awareness.html ]
  • GARY VAYNERCHUK I get it, its hard to be the company that goes against the pressure of short-term profits.
  • GARY VAYNERCHUK But betting on the human side of business works.
  • GARY VAYNERCHUK Its how Ive built my businesses...
  • GARY VAYNERCHUK Its how Ive built my businesses.and how Ive scaled them.
  • GARY VAYNERCHUK So dont be afraid to invest in human connections.
  • GARY VAYNERCHUK It pays off.
  • GARY VAYNERCHUK It pays off. The stock price of the top 10 companies of Forrester Researchs Customer Experience Index gained 22.5% between 2006 and 2010. S&P 500 lost 1.3% over the same period. [http://www.avaya.com/usa/campaign/magazine/2013/ cem/what-is-customer-lifetime-value.html ]
  • GARY VAYNERCHUK It pays off. I promise.
  • GARY VAYNERCHUK Like what you saw? Check out more of my Slideshares. slideshare.com/vaynerchuk