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#SocialEraSelling Jim Price, President and CEO The Empower Group
#SocialEraSellingJim Price, President and CEO The Empower Group
The customer rarely buys what the company thinks its selling.
- Peter Drucker
Social Era Brands
Paradigm Shift:
Broadcast Era: The brand was in control
Consumers were voiceless, disconnectedThe brand dictated its purpose to the consumer
Social Era: Consumer is in control
Consumers respond, interact, create
Consumers demand relevancy and meaning from brands
Utility Meaning
Social Era Brands
Social Era Brands5 Principles
1. Solve Problems, Then Innovate
Social Era Brands
Yeti Coolers
Dropbox
Dropbox
2. Create Experiences that Exceed Expectations
Social Era Brands
Warby Parker
Uber
3. Manifest a Culture of Content
Social Era Brands
Betabrand
Betabrand
Betabrand
Zulily
Zulily
4. Leverage Technology to Drive Deeper Relevance
Social Era Brands
Stitch Fix
Stitch Fix
Pandora & Spotify
5. Are Radically Transparent
Social Era Brands
Tesla Motors
Tesla Motors
Netflix
Netflix
Social Era Brands1. Solve Problems Then Innovate2. Create Experiences that Exceed
Expectations3. Manifest a Culture of Content4. Leverage Tech to Drive Deeper
Relevance5. Are Radically Transparent
Social Era Sellers
Listen
Surprise and Delight
Practice Thought Leadership
Segment Their Audiences
Don't sell against their competition
Social Era Sellers1. Listen2. Surprise and Delight 3. Practice Thought Leadership4. Segment Their Audiences 5. Don't Sell Against Their Competition
