This document discusses how companies can leverage social media and conversations to rediscover their human connections with customers. It argues that markets are made of people, not demographic segments, and the internet now enables conversations among humans that were not possible before. It suggests that companies should learn to listen to customers, crowdsource innovation from communities, shift to more social and conversational marketing, change how they approach conversations with customers, scale conversations across communities, redefine what brands mean in a social context, and ultimately leverage the human connection that social media makes possible.
2. “Markets are conversations.”
“Markets consist of human beings, not
demographic sectors.”
“The Internet is enabling conversations
among human beings that were simply not
possible in the era of mass media.”
3.
4. People
Machines
Social
&
Factories
Back To
The
Future
Web
2.0
Hardware
Web
So6ware
5. Traditional
Digital
TV
Marketing Communi?es
Radio
push or pull messaging Blogs
Print
interactive Micro-‐blogs
Outdoor
brand/offer centric Forums
Direct
Mail
automated Customer
Service
technology dependent
mass or segmented
lower engagement higher engagement
Traditional Social
Marketing Engagement
Banners
dialog
push messaging Micro-‐sites
broadcast conversational
Email
real-time
brand/offer centric Search
formal human voice
mass or segmented informal
niche
people & tech dependent
Adapted
from
David
Armano
6. Execu?ve
HR
PR
Opera?ons
Social Marke?ng
Product
Sales
Development
Customer
Service
9. • Learning To Listen
• Crowdsourcing Innovation
• Shifting Marketing
• Changing The Conversation
• Scaling The Conversation
• Redefining What “Brand” Means
• Leveraging the Human
Connection
36. Change The Conversation
The Trouble Ford Was In
• Consumers don’t trust corporations
• Trust needs a face and a name
• Enter the automotive crisis
• Ford put into an interesting position
• Can a bad situation be a brand defining moment?
48. Zappos Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble