This was a presentation given to 100+ members of the Certification Networking Group (http://cng.communicators.com) on December 6, 2006. Topics covered included: - The customer/member is in control - How marketing is evolving - Marketing tactics - online, offline - Social networking as a community marketing component - Viral marketing best practices and ethics

1. December, 2006 Christopher Carfi Cerado, Inc. Marketing—Ways To Increase the Value Perception for Your Certification

3. Quick Background Co-Founder, Cerado Win/Loss Analysis, Competitive Intelligence, Business Blogging http://www.cerado.com Creator, Haystack TM Networking Serious social networking for businesses and associations http://haystack.cerado.com Editor, The Social Customer Manifesto weblog “ Best CRM Weblog,” SearchCRM.com http://www.socialcustomer.com

4. The Evolution of Marketing Source: John Hagel Affiliate – Mobilize third parties, including other customers, to become even more helpful to the people with whom you interact Isolate – Enter into a direct relationship with the customer and, wherever possible, remove all third parties from the relationship Assist – The most powerful way to attract people is to be as helpful and engaging with them as possible – this requires a deep understanding of the various contexts in which people might use your products and a willingness to “co-create” products with customers Inhibit – Make it as difficult as possible for the customer to compare your product or service with any other options Attract – Create incentives for people to seek you out Intercept – Target and expose customers to your message wherever you can find them NOW – The “Three A’s” THEN – The “Three I’s”

5. Networking Exercise

8. What's Happening: Sales photo credit: gizmodo Key point 1 : Salepeople no longer have an informational advantage over their customers Key point 2 : Customers trust “someone like me” (e.g. TripAdvisor) Key point 3 : The rise of the “biz-sumer”

11. Marketing Tactics – Online, Offline