Slides from my keynote at Seminario Marketing Peru 2012.

1. Reinventing Marketing
g g
for a World of
Customer Networks
@David_Rogers
Consultant, Speaker, Author
Columbia Business School
www.davidrogers.biz

2. Free chapter:
p
www.davidrogers.biz
Newsletter:
http://bit.ly/Digital-Strategist
http://bit ly/Digital-Strategist
Contact:
contact@davidrogers.biz
3-day executive program:
Oct 24-26, 2012 (Columbia Business School, NYC) 141

3. #TNIYC
Hardcover (Amazon):
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Kindle b k (for iP d
Ki dl ebook (f iPad or
Kindle):
http://amzn.to/TNIYCkindle
Nook ebook:
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http://bit ly/TNIYCnook

4. Customer
Customer Customer
Customer Customer
Customer
5

5. 6

6. 7

7. 8

8. 9

10. Will YOUR customer be…
…your biggest competitor?
…or your biggest business driver?
11

11. Mass Marketing
Company
Customers
12

12. Customer Network Marketing
Customer Customer
Blogs
Comments
Customer Customer
Company
p y
Forums
Customer
13

13. RETHINK the Marketing Funnel
Broadcast Customer Networks
TV, radio, out-of-door Search, buzz, blogs
,
Direct mail, b
Di t il brochure
h Online
O li research, user reviews
h i
Product test, comparison Social networks, YouTube,
local search
In-store purchase Group discounts, purchase
on-line/in-store/mobile
Reward points “Friending” (FB, Twitter, email),
customized up-selling
Reviews, links, “likes,”
social buzz
14

14. What kinds of
products, services,
& communications…
i i
…will inspire advocacy in
customer networks?

15. Access
Collaborate Customer Engage
Networks
Connect Customize
16

16. ACCESS
Be faster, be easier,
be everywhere be
everywhere,
always on
17

17. Merry Christmas Greetings

26. ENGAGE
Become a source of
valued content
33

28. 35

29. Every company must think like
y p y
a media company

30. > 80 million views
37

31. 38

32. 39

34. 44

36. CUSTOMIZE
Make your offering
adaptable to your
customers’ needs
46

37. 20,000
20 000 books 1,500,000+
1 500 000+ books
47
Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)

38. 49

39. 50

40. 51

41. 52

42. 53

43. +

44. Roundtable Exercise #1

45. • D
Develop an i
l innovative marketing i iti ti
ti k ti g initiative
• Use: ACCESS, ENGAGE, or CUSTOMIZE
strategy
• Choose a company:
– beverage brand of your choice
– OR, an automotive brand
• Timing: 15 minutes
g

46. 1.What is your company? (beverage or automotive)
2. What is your digital innovation?
ACCESS? (mobile on-demand, QR etc)
(mobile, on demand QR,
ENGAGE? (video, blog, games, apps, etc)
Or CUSTOMIZE? (products, service, content, etc.)
(p , , , )
3.Who is your target audience? (be specific)
4.What will your business objectives be? (lead gen,
sales,
sales brand image etc )
image, etc.)
5.Who do you need to make your innovation
y y
successful? (inside or outside your business)

47. Coffee Break

48. Reinventing Marketing
g g
for a World of
Customer Networks
@David_Rogers
Consultant, Speaker, Author
Columbia Business School
www.davidrogers.biz

49. Access
Collaborate Customer Engage
Networks
Connect Customize
65

50. CONNECT
Become a part of
your customers’
conversations
66

51. Follow the customers…

52. EXPECTED: DISCOVERED:
80 thi
things t d
to do 5 thi
things i the
in h
Social Media
to increase Analysis
first 20 minutes
likelihood make the most
guests would positive impact
recommend

54. Dell Ideastorm logo
g
– linux laptops, servicepro, and…
Kids ed laptops (show pictures)
71

55. 75

57. 77

58. COLLABORATE
Invite your customers
to help build
your enterprise
78

60. 83

61. 84

62. 85

63. 86

65. 89

67. Roundtable Exercise #2

68. • D
Develop an i
l innovative marketing i iti ti
ti k ti initiative
• Use: CONNECT or COLLABORATE strategy
• Choose a company:
–T i
Tourism b
board for country of your choice
df t f h i
– OR, a bank / financial services
• Timing: 15 minutes

69. 1.What is your company? (tourism or financial svc)
2. What is your digital innovation?
CONNECT? (listening, social networks, ideastorm,
private community)
Or COLLABORATE? (contribution, contest, open
platform, etc.)
l tf t )
3.Who is your target audience? (be specific)
4.What will your business objectives be? (lead gen,
sales, brand image, etc.)
5.Who
5 Who do you need to make your innovation
successful? (inside or outside your business)

70. A strategic planning process
for customer networks

71. TECHNOLOGIES
??

72. 1. Objectives
2.
2 Segmentation & Positioning
3. Strategy Selection & Ideation
4. Execution
5. Measurement 96

73. Process developed with:

74. 1. Set objectives first
Business model innovation
(Cisco)
Retail Behavior Web l
W b sales
(Kraft) (Lancôme)
Brand positioning
(Toyota) OBJECTIVES Market entry
!! (Ford)
Word-of-mouth
(Doritos) Customer service
(Comcast)
Lead generation
(IBM) Product differentiation
(iPad)

75. 2. Segmentation & Brand Positioning
● Demographic
● Pyschographic A “third space”
p
● Technology use to relax between
work and home
Athletic
aspiration (“Just
( Just
do it”)
Making your
business a best-
run b i
business

76. 3. Strategy Selection, Ideation, & Concept Testing
Map strategies
Ideation &
Strategy to customers,
selection of
Selection organization,
organization
concepts
competitors
106

77. 4. Execution & Skill Sets
Leverage existing domains Develop new capabilities
● Marketing/sales ● Digital production
●I T
I.T. ● Social media
● Product Development ● Idea capture
● Operations
● Communications
● Strategy & Leadership

78. 5. Measurement (four kinds)

79. Audience metrics

80. Channel-specific engagement metrics

81. Universal engagement metrics

82. Financial metrics

83. 3.5m
3 5m YouTube views
2.7m Twitter impressions
38% pre-launch awareness
in target audience
100k+ test drives

84. Channel Universal
Audience Financial
engagement engagement
Social Social Pre-launch
media media awareness
? Sales
reach engagement
Test drives
(lead gen) ? Sales
Savings
? on mkg
spend?

85. A few take-aways…

86. From mass marketing…
Company
Customers
137

87. …to customer network marketing
Customer Customer
Blogs
Comments
Customer Customer
Company
p y
Forums
Customer
138

88. Customer Customer
networks networks
Customer Customer
networks networks
Customer Customer
networks networks
139

89. Access
Collaborate Customer Engage
Networks
Connect Customize
140

90. Free chapter:
p
www.davidrogers.biz
Newsletter:
http://bit.ly/Digital-Strategist
http://bit ly/Digital-Strategist
Contact:
contact@davidrogers.biz
3-day executive program:
Oct 24-26, 2012 (Columbia Business School, NYC) 141