2. In the Past
Communicate to larger groups were expensive
(e.g. TV or newspaper advertising)
Only large companies had the money to spend
on distributing product information to large
groups
This structure led to companies creating,
distributing, and controlling most of what was
said about their organization and their products
3. The Early Days of the Internet
Companies, large and small
communicate to larger groups through
Website
People rely on Search Engine to look for
information:
News
Products and services
Companies
The goal of eMarketing was to ensure
your company appears on the first 2
pages of the Internet search
4. The Search Engine Ranking Game
It is all about relevancy
The company and keyword pair
How frequently does it appear
Within your website
In new releases
In other websites
Basically, you are in control of how
you are ranked
Source: Key word survey conducted on November 15, 2010 on Google search result appearing on first 2 pages.
5. The Web2.0 Era
The relevancy took a whole new
meaning because in addition to website
we now have
Blog
Tag
Wiki
Forum
Community
Social network site, Facebook, twitter,
LinkedIn, YouTube
You are no longer in control, people are
6. The Cortina Systems Web2.0
Litmus Test
How well known is Cortina in the
Web2.0 sphere?
Delicious
Wikipedia
YouTube
Digg
Cortina is virtually non-existent in this new
marketing platform. How about your company?
7. Today - Social Computing
Internet can reach over 1.45 billion people
Uses common functionality such as “email a
friend”, “promote”, and “rate”
Easy for humorous or shocking content to
spread like wildfire - a groundswell of word-of-
mouth activity
Seen a funny video lately from a friend?
9. Why We’re Here Today
Social computing offers new and
effective ways to reach and engage
B2B tech buyers
Relying on traditional marketing
practices is now insufficient
Marketers embracing this new
paradigm can build customer
relationships that increase market
share and loyalty
10. Website and Email Still
Dominate but…
Source: Forrester Q1 2009 B2B Marketing Budgets and Tactics Online survey with Marketing Profs
11. B2B Marketers Begin To Adopt
Social Media
Source: Forrester Q1 2009 B2B Marketing Budgets and Tactics Online survey with Marketing Profs
12. Top Marketers Break Out of
Traditional Habits
Think buyer first: Know buyer’s propensity to use
social media and how to engage them
Set measurable goals: Clearly communicate what
success looks like; anticipate what can go wrong
Perfect their basics: ensure search, email, and Web
site are fine-tuned into lead generation machines
Experiment: set aside 10% of marketing dollars to
spend on new digital tactics
Embrace and integrate digital: Dig deep into what’s
happening with social media in your industry
15. Social Technographics
Social technographics is used to diagnose current
practice before setting a new strategy — and for
understanding how Web 2.0 impacts buyer
behavior in the sales process.
Buyer behavior can be categorized into the
following:
Creators
Critics
Collectors
Joiners
Spectators
Inactives
16
16. Social Technographics Groups
19%
25%
12%
25%
48%
44%
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products or services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
None of the above
Source: Q2 2007 US Social Technographics® Online Survey, N= 10,010
US online
adult population
(at least monthly
participation)
Creators
Critics
Collectors
Joiners
Spectators
Inactives
19. Ignore
Denial about the impact social
computing is easy
An over-hyped fad that is best to ignore
Especially true for industry yet to feel
the effects of this new openness
Younger demographics are already
immersed in social openness
Ignorance is dangerous- Social
openness can move very fast once it
starts
20. Control
The Legal departments of most
organizations perceive openness as
violation of copyrights and trademarks
The entertainment industry is deeply
engaged in Digital Right Management
(DRM)
Video/audio rights - pay per play
Alienate new product suggestion websites
in fear of legal claim from customers
Some control on trademark and copyright
is necessary but try not to over do it
21. Mimic
“If you can’t beat them, join them.”
Interactive advertising agencies are all
aggressively promoting this option to
their clients
Consumer behavior online can be
segmented into groups
Companies advertise their brands online
mimic social networks by adding similar
functionality to company sites
Place branded offers in these new online
communities (mySpace, Facebook)
22. Mimic is Not the Real Thing
Not simply a new technology to display
advertising
It empowers customers to share their
thoughts about products with greater
credibility and with as much reach as
marketing departments
Customers expect an honest direct
conversation with companies — not an
advertising message
The new openness makes advertising
approaches less effective
23. Embrace
Customers are now in control of a
company’s perception in the market
Customers will share their positive
experiences with many others online
Customers will share their negative
experiences, which will negatively
impact the company
Current marketing approaches becomes
ineffective
It scares Legal and confuses Sales
24. Focus on the Product or Service
Openness makes it harder for an inferior product
to success
Negative product information will spread faster
than you can ever imagine
Engaging in the new openness is ineffective and
dangerous if it is done only at the time of
product launch
Began at product inception and development
Engage customers in a process to help improve
your product
Create ambassadors to help promote the next
release
25. Adopt Open Innovation
Most companies are still rely on internal
individuals for product ideas and
enhancements
“Voice of the customer” is done under
assumption that company is in control
Open innovation asserts that a
significant portion of new ideas and
enhancements come from outside
organizations
Finer enhancements will have to come
from the end users
26. Overcome Change Inertia
Disruptive change is hard to getting
started
Leadership start in product development
Everyone in the executive core must be
prepared for the change
Anyone who has direct interaction with
customers regarding the product can
begin the process of openness
Active customers are ambassadors for
new product launches and could help
spread positive word-of-mouth
27. Groundswell
A social trend in which people use
technologies to get the things they need
from each other, rather than from
traditional institutions like corporations
Year 2000 or Earlier Now
You buy things from stores You buy from other people in eBay
You read movie reviews from critics
on TV or Newspaper
You read movies reviews from others
through Rotten Tomatoes
You buy movies and music from
stores
You download music and videos from
P2P network like Foxy or PPS
31. Four-step Approach to the
Groundswell
P People
Assess your customer’s social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customer will
change
T Technology
Decide which social technologies to use
33. The New Collaborative Culture
Share how the
product is evolving
Users are helping you
to shape your product
User get connected
from different regions
Engage education and
energize customers
Continuous learning
Real life testimonials
Energizing
Supporting
TalkingEmbracing
Spreading
34. Openness Attitude
Humility
Your customers know more then you do
Believe the customers are smarter than you
Customers are in control, not you
Passion
Engaging with customers because you
enjoying it, not because it is your job
Legal
Adjustment may be necessary to enforce
legality to a social group (not a legal entity
but a socially connected individuals)
37. A Conversation with
Customers
Del Monte: What does your dog
eat for breakfast
George: she would definitely
want bacon and eggs and she
would want ketchup on her
eggs. She loves ketchup!!!
Del Monte: Would you buy more
treats if they had vitamins and
minerals as ingredients?”
George: I would buy healthier
treats over ones that didn’t
have vitamins and
minerals. . . . I try to look for
amino acids and omega 3 and
fish oils.
39. Credit Mutual
What would you
improve if you
were the banker?
I will explain the
complicated fee
more clearly
Done through
contest
Crucial to let each
other to see their
ideas and vote
for it
41. Loblaw Supermarket Energizes its
Customers through Product Rating
Rate all products
online and in stores
Solicit opinions
from shoppers
Implement changes
as suggested by
shoppers and
publish it in store
and online
44. Useful Reference
Groundswell, winning in a world
transformed by social technologies,
Harvard Business Press, 2008
Check out the related web resources at
http://www.forrester.com/empowered/in
dex.html
American Business Media
http://americanbusinessmedia.ning.com/
Notas do Editor
Some believe that advertising has no place in a new open world, and money should no longer be spent on it. A good example of this is Zappos.com. The online retailer started in 1999 with shoes, and by 2003 had $70 million in revenue. They then chose to spend $0 on advertising and instead invest that money in the quality of the customer experience, primarily through free shipping, returns, exchanges, and a call center staffed 24/7. To the shock of advertising agencies, the result is that their revenue for 2007 has increased over ten times to $800 million. This dramatic growth is a result of the new openness of word-of-mouth spreading faster via the web and social computing then was ever possible before.
Some believe that advertising has no place in a new open world, and money should no longer be spent on it. A good example of this is Zappos.com. The online retailer started in 1999 with shoes, and by 2003 had $70 million in revenue. They then chose to spend $0 on advertising and instead invest that money in the quality of the customer experience, primarily through free shipping, returns, exchanges, and a call center staffed 24/7. To the shock of advertising agencies, the result is that their revenue for 2007 has increased over ten times to $800 million. This dramatic growth is a result of the new openness of word-of-mouth spreading faster via the web and social computing then was ever possible before.
Some believe that advertising has no place in a new open world, and money should no longer be spent on it. A good example of this is Zappos.com. The online retailer started in 1999 with shoes, and by 2003 had $70 million in revenue. They then chose to spend $0 on advertising and instead invest that money in the quality of the customer experience, primarily through free shipping, returns, exchanges, and a call center staffed 24/7. To the shock of advertising agencies, the result is that their revenue for 2007 has increased over ten times to $800 million. This dramatic growth is a result of the new openness of word-of-mouth spreading faster via the web and social computing then was ever possible before.
More then 50% of the features came from customer
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