Engaging the Customer with Social Media

transcript

Engaging the CustomerGetting it Right with Social Media

London, June 4th, 2009

Anna PollockCEO, DestiCorp

Associate, the Law Firm

www.winningbysharing.net www.agentsofchange.typepad.com

Engaging the Customer With Social Media

Getting it right, orGetting IT right, or

Engaging the Customer

Getting it right, orGetting IT right, orGetting it!

Social Media: Fashion or Revolution?

MBO Quality Circles TQM BPR Matrix management CRM Web 1.0 and Web 2.0

Knowledge Management: Another Management Fad? Ponzi and Koenig, Information Research, Vol. 8 No. 1, October 2002

Quality Circles

Fashion or Revolution?

Total Quality Management

Fashion or Revolution?

Acronyms or New Words?

Revolution & The Tipping Point…..2007

Blogger.com beats CNN.com

Wikipedia.org beats Britannica.com

Myspace.com beat MTV.com

TripAdvisor beat Expedia

ATTENTION

Who has the

AUTHORITY?

All Good Revolutions Start with a Manifesto

Networked markets are beginning to self-organise faster than the companies that serve them

People in networked markets have figured out that they get better support from one another than vendors

We’re not seats or end users or eyeballs. We are human beings and our reach exceeds our grasp

When these guys get it……

When these guys get it……or do they?

Brands need to be their topic of conversation

Anyone can now be: Author Journalist Film maker Reviewer Marketer Intermediary

ATTENTION

Google vs BingFacebook vs MySpaceTwitter vs email & chatPC vs MainframeAnalogue vs Digital

Caxton vs Scribe

Quantum PhysicsNewtonian Physics

Copernicus vs.Holy Church

The Nature of Change

Mindset, Worldview

Culture

Structure

Why don’t they “get it” ?

Technology & Design

Improve Interface Localise and

Personalise SEO Interactivity Widgets Community UGC & Viral Mobile

Corporate Structure

Corporate RealityOverall less than 25% of employees are fully engaged at work

Corporate Culture

Military Influences Ruthless competition Hierarchies, top down Command & Control Information withheld Consumers as objects to

be managed & exploited Marketing a Push

Activity

PUSH MARKETING BASED ON AN OUTMODED INDUSTRIAL PARADIGM

Product

Position

Promote!

Change as in PHASE or STEP CHANGE

Change as in METAMORPHOSIS or TRANSFORMATION

What do these have in common?

What do these need to survive?OrdersOrder StabilityContinuityRulesFearWithholding InformationMeasurementIncentivesCompetition

•Everyone is a leader•Everyone sensing, responding and communicating•Transparency•Trust•Reputation•Agile•Adaptable

“The customer doesn’t sit at the end of a value chain but in the centre of their own galaxy of influence .

Customers are the sun in the solar system around which all suppliers and media must orbit” *

A Possibly Customer Centric Universe?

DestiCorp, 2003

A Possibly Employee Centric Universe?

Certainly a Person-Centric Universe!

I don’t want to be sold

I do want to be supported in achieving my goal

“I” have a cycle of need

How Engaged Are you as a Brand?

Are you there when I need you?

We have always had the power but not the reach

Source: www. syedhasan.typepad.com

Source: David Amano

The Universe as Network

“Us Now!”

http://vimeo.com/4489849

Excellent One Hour Documentary on Implications of Living In a Networked Society

dance is a conversation dialogue between two partners that

involves their whole being Leader and follower requires skills and fancy steps Some learned, many improvised context dependent is fun and playful

Why Dancing with the Customer?

Getting to Know You!

Now who’s leading!

We’ve got rhythm!

Conclusion

Marketing is Not a Battle It’s a dance!

Thank You!

Anna Pollockanna.pollock@btconnect.com

+44 75 25 831 129

Engaging the Customer with Social Media

Business