11. Customer Network Marketing
Customer Customer
Blogs
Comments
Customer Customer
Company
p y
Forums
Customer
11
12. 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
12
13. What kinds of
products, services,
& communications…
i i
…will inspire advocacy in
customer networks?
44. • D
Develop an i
l innovative event marketing
ti t k ti
initiative
• Use: ACCESS, ENGAGE, or CUSTOMIZE strategy
• Choose a company:
p y
– beverage brand of your choice
– OR, an automotive brand
,
• Timing: 15 minutes
45. 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)
51. 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
52.
53. Dell Ideastorm logo
g
– linux laptops, servicepro, and…
Kids ed laptops (show pictures)
69
67. • D
Develop an i
l innovative event marketing
ti t k ti g
initiative
• Use: CONNECT or COLLABORATE strategy
• Choose a company:
– Tourism board for country of your choice
– OR, a bank / financial services
• Timing: 15 minutes
g
68. 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)
73. 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)
74. 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. 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
82. 3.5m
3 5m YouTube views
2.7m Twitter impressions
38% pre-launch awareness
in target audience
100k+ test drives
83. 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?