by: Judy Mod

1. Social Media’s Impact is
Transforming Markets
Welcome to
the
Buyer-Centric
Movement
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2. What is Buyer-Centric?
Behaviors
Buyer Needs
Business Problem Solution Options
Solving
Epiphanies
Motivations
Triggers
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3. Leading the transformation…
3M, Aaron Rents, ABB, ABM Industries, Abbott Labs, Accenture, ACS, ADP, Adecco, AIG, Alcatel-Lucent, AlliedBarton Security
Services, AMD, American Cancer Society, American Eagle Outfitters, American Express, American Red Cross, Ann Taylor, Applied
Materials, ARAMARK, ARCADIS, Arthritis Foundation, Arthur J. Gallagher & Co., Assurant, at&t, Atos Origin, Avaya, AXA Equitable,
Babcock & Wilcox, Bank of America, Baxter International, Best Buy, Blue Cross and Blue Shield, CA Technologies, Cable &
Wireless, Caesars Entertainment, Capgemini, Capital One, Carter’s, CBS, CEMEX, Centers for Disease Control, CH2M Hill, Chartis
Insurance, The Cheesecake Factory , China Telecom, Cisco Systems, Citi, Citibank, Citigroup, Citrix, The Clorox Company, CNN, The
Coca-Cola Company, Cognizant Technology Solutions, Colliers International, CommScope, Compass Group, Computershare,
Convergys, Con-way, Cox Communications, Dell, Delta Airlines, DirecTV, Discover Financial Services, Dow Jones, Dunn &
Bradstreet, DuPont, Eastman Kodak, Eaton, Edelman, Elbit Systems, EMC, Emerson Network Power, E*TRADE Financial, Equifax,
Ericsson, Eurobank EFG, Expedia, Experian, EXPRESS, Fidelity Investments, First Data, Fiserv, Flextronics International, Focus
Brands, GE, General Mills, Georgia-Pacific, Goodyear, Graphic Packaging International, HSBC, HarperCollins, Harland Clarke,
Heineken, Hewlett-Packard, Hilton Worldwide, The Home Depot, Honeywell, Hughes, IBM, IDC, Ingersoll Rand, Intel,
Intercontinental Hotels Group, Intertek, Iron Mountain, Jaquar Land Rover, John Wiley & Sons, Jones Lang Lasalle, Johnson
Controls, JPMorgan Chase, KPMG, Kaiser Permanente, Kennametal, Laureate Education, Lee Hecht Harrison, LG Electronics,
Lenovo, Levi Strauss, LexisNexis, Lexmark, Liberty Mutual, Limited Brands, Lockheed Martin, L’Oreal, Manheim, Martin Marietta,
MassMutual Financial Group, MasterCard Worldwide, McGraw-Hill, McKesson, Merrill Lynch, Microsoft, Mohawk Industries,
Monsanto, Munich American, MTV Networks, Mylan Pharmaceuticals, National Instruments, Nationwide Insurance, Navistar,
NBCUniversal, NCR, Newell Rubbermaid, New York Life Insurance Co., Nikon, Novartis, Oerlikon, OfficeMax, Ogilvy, Oldcastle,
Oracle, Orange, Patni Computer Systems, PepsiCo, PETCO, Pfizer, Philips, Pirelli Tire, Pitney Bowes, Polycom, PPD, Pratt & Whitney,
Prudential Financial, Quintiles, QVC, Qwest Communications, RaceTrac Petroleum, Raytheon, Raymond James Financial, Razorfish,
Regions Financial, Research in Motion, Ricoh, The Ritz-Carlton Hotel Co., Rockport, Rollins, Royal Dutch Shell, RR Donnelley, SAP,
Saatchi & Saatchi, Sam’s Club, Sandvik, Satyam, Schneider Electric, Scholastic, Scripps Networks, Sears, Sharp Electronics, Shell,
Siemens, SODEXO, Sony, SPX Corporation, Starbucks, SunTrust Bank, Symantec, TE Connectivity, TeleTech, Thermo Fisher
Scientific, Thomson Reuters, TIAA-CREF, Time, Time Warner Cable, T-Mobile, Travelport, Turner Broadcasting, Tyco Fire & Security,
UBS Wealth Management, United Health Group, Universal Studios, UPS, USAA, USBank, Verizon, Victoria’s Secret, Volt, Walmart,
The Walt Disney Co., The Weather Channel , Wells Fargo, Wendy’s/Arby’s, Wyndham Worldwide, W. W. Grainger, Xerox, Yahoo,
Young & Rubicam, etc.
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4. The evolution towards Buyer-Centric
Seller’s Orientation Buyer’s Perception
Functional Contextual
Advocacy Evangelism
Sales–Centric Reactive
(Respond)
Product-Centric Proactive
(Push)
Solution-Centric Predictive
(Engage)
Buyer-Centric Visionary
(Lead)
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5. How disruptive will Buyer-Centric be?
Applying Context to the Impact of the Buyer on the Fortune 100
Web Social
Personal Web Applications Marketing
Computer Buyer-Centric
Client Social
eCommerce
Server Media Marketing
1969-1979 1979-1989 1989-1999 1999-2009 2009-2019
15 New
Companies 29 New 62 New 29 New How many new
Entered & Exited Companies Companies Companies companies?
the Fortune 100
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6. Social Market Snapshot: CRM Example
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7. Insight into the Market Noise
Saturation of Market
Google Google Search Social Media
Keywords Documents (per month) Platform ~
CRM 138,000,000 5,000,000 13 sec.
Customer Relationship 39,300,000 301,000 2 min.
Customer Service 759,000,000 9,140,000 2 min.
Customer Data
Management 35,300,000 5,400 10 min.
Customer Information
Management 296,000,000 3,600 9 min.
Salesforce.com 3,500,000 1,500,000 50 sec.
Microsoft Dynamics 14,600,000 368,000 4 min.
SugarCRM 4,390,000 301,000 18 min.
#’s doubled in last 6 months
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8. Insight into the Buyer Decision Support
Where do buyers seek information?
 Google – 138,000,000 documents
 Blog Homepages – 18,400,000
 More than 200 Top CRM Bloggers
 LinkedIn:
- More than 2,100 CRM Groups on
LinkedIn (rep more than 350,000
professionals)
- More than 556,000 CRM
professionals on LinkedIn.
 YouTube – Over 55,200 CRM videos
 Forums - Over 8 million discussion
results related to CRM
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9. Insight into the Language of the Buyer
CRM Customer Relationship CRM
SugarCRM Microsoft Salesforce Other
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10. Buyer-Centric Market Model
Pain
Buyer Types (Motivations)
Exploratory Premium
 Discount/value
 Educated
Strategic  Past Buyer (like product)
Important
Buyer Orientation
 FUD (Fear, Uncertainty,
Doubt)
Core  Impulse
 Unaware
Niche
Repeat  Gift
 Past Problem (wish I had
product)
Tactical Commodity
 Past Buyer (no value)
Solution  Past Buyer unhappy
Buyer Maturity
New Mature
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11. Insight into the Market Complexity
SugarCRM
Pain Pain Outcomes
Salesforce
Microsoft Cheap CRM. Customer Data
Integration
Market Hosted versus
Customer
Custom Platforms
Minutes Satisfaction
Buyer Orientation
Important Strategic
Easy Customer Loyalty
implementation
Core SaaS CRM
Easy to use
PhP CRM
Niche Repeat
Small Business Mobile CRM
CRM CRM & Cloud Computing
Non-Profit CRM Social CRM CRM System Upgrade &
Integration
Social CRM
Solution Generic Jargon
Buyer Maturity
New Mature
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12. Insight into the Buying Process
Stage Requirements Platforms Role
Awareness • Naming / voicing strategic and Business blogs Executive
(of Pain) tactical issues Social networks Mid-Level
o Marketing & Sales Industry news
Automation
o Service & Fulfillment
o Customer Self-Service
o Ecommerce
Interest • Participation within specific Peer-to-peer social networks, Mid-Level
forums/groups soliciting information Business blogs
• Review of product review sites Vendor blogs
o Trends (Social CRM)
o Feature/Functionality
o Implement/Customize
Research • Options (vendors) Business blogs Executive
• Comparisons Peer-to-Peer Social Networks & Mid-Level
• Options (features) Peer-to-Peer Websites
Due Diligence • Peer group Forums Mid-Level
• Industry trends Research blogs
• Research Industry Knowledge websites
Comparison • Pricing Forums Mid-Level
• Value Peer-to-Peer Offline Engagement
Validation • References Peer-to-Peer Sites Mid-Level
• Short List Blog Executive
Offline
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13. Rethink Your Approach:
Buyer-Centric “Buyer Bill of Rights”
1. You have the right to only receive information that helps you become a better
consumer, not sell you more stuff you don’t need to make my numbers.
2. You have a right to transparency in comparisons, pricing, competition, features, value,
customer service, billing, packaging, and quality.
3. You have a right to our best work at the best pricing available in the market.
4. You have a right to a timely response to address issues that arise in the consumption of
our offering.
5. You have a right to talk to our other customers to get a real good idea of how we really
deliver
6. You have a right to simple explanations, free of confusing and misleading terminology.
7. You have a right to expect continuous improvement from us. We are the experts, we
should continually strive to make it better.
8. You have a right to engage with us in public forums to ensure that we say the same
things in public as we do in private.
9. You have the right to expect us to engage with market thought leaders and other
industry insiders to validate our credibility within the market.
10. You have the right to expect that when we send you information or contact you, it is in
your best interest, will be high-value, high-touch, & relevant to your needs.
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14. Next Steps
www.SocialGastronomy.com
Judy Mod, Principal Matthew Rosenhaft, Principal
jmod@socialgastronomy.com mrosenhaft@socialgastronomy.com
(404) 307-9613 (404) 405-0009
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