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THE NETWORK IS YOUR CUSTOMER5 Strategies to Thrive in a Digital Age,[object Object],David Rogers,[object Object],Executive Director, Center on Global Brand Leadership,[object Object],Columbia Business School,[object Object],www.davidrogers.biz,[object Object]
Buy the Book Anywhere:,[object Object],-Hardcover,[object Object],-Kindle ebook,[object Object],-Nook ebook,[object Object],Free Sample Chapter:,[object Object],http://thenetworkisyourcustomer.com,[object Object]
Instead of focusing on technologies & tools…,[object Object]
4,[object Object]
We need to rethink our understanding of customers…,[object Object]
Customer,[object Object],Customer,[object Object],Customer,[object Object],Customer,[object Object],Customer,[object Object],Customer,[object Object],6,[object Object]
CUSTOMER NETWORKS: Self-organizing,[object Object],7,[object Object]
8,[object Object]
9,[object Object],CUSTOMER NETWORKS: Bashing your brand,[object Object]
10,[object Object],CUSTOMER NETWORKS: Loving your brand,[object Object]
CUSTOMER NETWORKS : Driving your business,[object Object],3 winning grad students:,[object Object],Developed a billion-dollar new business venture for Cisco,[object Object]
Will YOUR customer be…,[object Object],…your biggest competitor?,[object Object],…or your biggest business driver?,[object Object],12,[object Object]
Mass market model,[object Object],mass production,[object Object],Company,[object Object],Customers,[object Object],mass communication,[object Object],13,[object Object]
Customer network model,[object Object],Customer,[object Object],Customer,[object Object],Blogs,[object Object],Comments,[object Object],Customer,[object Object],Customer,[object Object],Company,[object Object],Forums,[object Object],Customer,[object Object],14,[object Object]
Rethinking the purchase funnel,[object Object],OLD: Broadcast,[object Object],NEW: Customer Networks,[object Object],Search, buzz, blogs,[object Object],TV, radio, out-of-door,[object Object],,,[object Object],Online research, user reviews,[object Object],Direct mail, brochure,[object Object],Social networks, YouTube, local search,[object Object],Product test, comparison,[object Object],Group discounts, purchase on-line/in-store/mobile,[object Object],In-store purchase,[object Object],“Friending” (FB, Twitter, email),customized up-selling,[object Object],Reward points,[object Object],Reviews, links, “likes,” social buzz,[object Object],15,[object Object]
+,[object Object],≠,[object Object],Customer Network Strategy,[object Object],Mass Market Strategy,[object Object]
In a world of customer networks…What kinds of products, services, & communications… …will inspire loyalty, advocacy, and word-of-mouth?,[object Object]
Five core behaviors of customer networksdrive the adoption of—and give meaning to—new technologies, products, and services.,[object Object]
Access,[object Object],CustomerNetworks,[object Object],Collaborate,[object Object],Engage,[object Object],Customize,[object Object],Connect,[object Object],19,[object Object]
ACCESS,[object Object],… digital data & interactions as quickly, easily, and flexibly as possible,[object Object],20,[object Object],Behavior #1: Customer networks want to…,[object Object]
The Network Is Your Customer: 5 Strategies to Thrive In a Digital Age - by David L Rogers
Mullah Zaif, former Talibanambassadorto Pakistan, ,[object Object],told Al Jazeera that he’s “addicted to his iPhone.”,[object Object]
Be faster, be easier, be everywhere, be always on,[object Object],23,[object Object],The ACCESS Strategy,[object Object]
ACCESS: On-demand brands,[object Object]
ACCESS: Always-on connectivity,[object Object]
ACCESS: Communicate at point-of-purchase,[object Object]
ENGAGE,[object Object],… with digital content that is sensory, interactive, and relevant to their needs,[object Object],27,[object Object],Behavior #2: Customer networks want to…,[object Object]
The Network Is Your Customer: 5 Strategies to Thrive In a Digital Age - by David L Rogers
29,[object Object]
content scarcity,[object Object],attention surplus,[object Object],Broadcast age,[object Object]
Age of abundance,[object Object],content surplus,[object Object],attention scarcity,[object Object]
Every company must think like a media company,[object Object], … producer,[object Object], … sponsor,[object Object], … curator,[object Object]
Become a source of valued content,[object Object],33,[object Object],The ENGAGE Strategy,[object Object]
ENGAGE: A hub of information,[object Object],34,[object Object]
ENGAGE: Offer utility,[object Object],35,[object Object]
36,[object Object],ENGAGE: B2B game for lead generation,[object Object]
CUSTOMIZE,[object Object],… by choosing and modifying a vast range of information, products, and services,[object Object],37,[object Object],Behavior #3: Customer networks want to…,[object Object]
The Network Is Your Customer: 5 Strategies to Thrive In a Digital Age - by David L Rogers
1,500,000+ books,[object Object],20,000 books,[object Object],39,[object Object],Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006),[object Object],The “Long Tail” of choice on the Web,[object Object]
Make your offering adaptable to your customers’ needs,[object Object],40,[object Object],The CUSTOMIZE Strategy,[object Object]
CUSTOMIZE: The playlist that learns from you,[object Object],Pandora,[object Object],41,[object Object]
CUSTOMIZE: E-tail that is tailored just to you,[object Object]
CUSTOMIZE: Personalize your products,[object Object],43,[object Object]
CUSTOMIZE: Choose where to make a difference,[object Object],44,[object Object]
CONNECT,[object Object],… with one another, by sharing their ideas as text, images, videos, & social links,[object Object],45,[object Object],Behavior #4: Customer networks want to…,[object Object]
In the last 30 minutes… ,[object Object],15 million messages, links, photos, videos, articles, and quizzes have been posted to Facebook.,[object Object], ,[object Object],700 hours of new video footage have been uploaded by users onto YouTube.,[object Object],Half a millionshort text posts have been sent to Twitter… equal in length to about 30 Harry Potter books,[object Object],x30,[object Object]
Social media shape brands,[object Object],Most trusted sources of information on brands: ,[object Object],#1 recommendations from personal acquaintances (90%),[object Object],#2(tied)  online consumer opinions from strangers (70%),[object Object]
Become a part of your customers’ conversations,[object Object],48,[object Object],The CONNECT Strategy,[object Object]
CONNECT: Listen and learn,[object Object],49,[object Object]
CONNECT: Join the conversation,[object Object],50,[object Object]
CONNECT: Provide a forum (for customer buzz),[object Object],51,[object Object]
CONNECT: Ask for (new product) ideas,[object Object],52,[object Object],Dell Ideastorm logo,[object Object],– linux laptops, servicepro, and…,[object Object],Kids ed laptops (show pictures),[object Object]
COLLABORATE,[object Object],… on collective projects and goals through open platforms,[object Object],53,[object Object],Behavior #5: Customer networks want to…,[object Object]
The Network Is Your Customer: 5 Strategies to Thrive In a Digital Age - by David L Rogers
One “Wiki unit” = 100 million hours of human thought,[object Object]
Invite your customers to help buildyour enterprise,[object Object],56,[object Object],The COLLABORATE Strategy,[object Object]
COLLABORATE: Customer support by customers,[object Object],57,[object Object]
COLLABORATE: Tap into open innovation,[object Object],58,[object Object]
COLLABORATE: Make your business an open platform,[object Object],59,[object Object]
9-year-old’s iPhone app had 480,000 downloads,[object Object]
Process for Planning & Implementing a Customer Network Strategy,[object Object]
1. Objectives,[object Object],2. Segmentation & Positioning,[object Object],3. Strategy Selection & Ideation ,[object Object],4. Execution,[object Object],5. Measurement,[object Object],62,[object Object]
Customer Network Strategy can achieve many different business OBJECTIVES,[object Object],[object Object]
Product trial (Lancôme)
Customer service (Intuit)
Market entry (Ford)
Website sales conversion (Home Depot)
Service differentiation (Bank of America)
Product innovation (Innocentive)
Business development (Cisco)
Lead generation (IBM),[object Object]
Idea capture

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