For more info, please contact Brian Vellmure at http://www.brianvellmure.com

1. Customer Relationship
Innovation
for the
Emergent Social
Business
Brian
Vellmure
Ini-um
LLC
/
Innovantage
h6p://www.brianvellmure.com
h6p://www.twi6er.com/BrianVellmure

2. Surveying a Changing Landscape
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

3. Brian Vellmure http://www.brianvellmure.com @BrianVellmure

4. Brian Vellmure http://www.brianvellmure.com @BrianVellmure
LinkedIn
InMaps
The Expansion of the Social Web

5. Brian Vellmure http://www.brianvellmure.com @BrianVellmure
Increased Connectedness

6. The Digitization of Everything
Portrait
by
Popeye
Francom

7. Brian Vellmure http://www.brianvellmure.com @BrianVellmure

8. 8

9. Price/Performance Doubling every 18 months
Source:
Ray
Kurzweil

10. Memes and information spread with unprecedented
Reach & Speed
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

11. Who is the Social Customer?
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

12. Brian Vellmure
Connected. Savvy. Demanding.
http://www.brianvellmure.com
@BrianVellmure
with access to about…
your company, products, services, people, partners

13. Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

14. Brian Vellmure http://www.brianvellmure.com @BrianVellmure
It’s
not
just
customers

15. Brian Vellmure http://www.brianvellmure.com @BrianVellmure

21. Brian Vellmure
http://www.brianvellmure.com
90% of B2B Buyers
say when they’re
93% of B2B buyers use ready to buy…
@BrianVellmure
search to begin the buying
process THEY’LL FIND YOU
Source:
Marketo
Source:
DemandGen
Report

23. 70% of a typical buying process is completed
before a sales person gets involved
Source: Sirius Decisions
Photo
courtesy
of
freefoto.com
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

24. Today’s B2B Buyer Profile
Brian Vellmure
http://www.brianvellmure.com
@BrianVellmure
Source:
DemandGen
Breaking
Out
of
the
Funnel:
A
look
inside
the
mind
of
the
New
GeneraKon
B2B
Buyer

25. Social Customers Talk
The typical American mentions specific
brand names 60 times per week in online
and offline conversations.
Source: WOMMA
Brian
Vellmure
h6p://www.brianvellmure.com

26. Customers are … and they’ll
aggressively pay a premium for it
searching for help
With their wallet And their Mouth

29. Ladies and Gentlemen…
The Social Customer Profile
• Generally
distrus@ul
of
media
and
businesses
• Do
things
on
their
terms,
discontent
with
what
corporate
Status
quo
is
offering
them
• They’ll
find
who
and
what
they
need,
when
they
need
it,
from
where
they
are
• Connected
and
Vocal;
leveraging,
learning
from
and
helping
their
immediate
and
extended
peer
group
• They
extend
the
most
trust
to
respected
experts
• Ready
to
hyper
reward
and
promote
those
that
stand
out
• Ready
to
abandon
and
destroy
those
that
disappoint
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

30. Implications for your
Customer Relationship Strategy
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

31. Knowing your Customer is a Must
“Most, if not all, senior executives assert they want to understand their
customers better. Indeed, in our last CEO study, 88 percent of business
leaders — and an astounding 95 percent of those heading the most
successful organizations — said getting closer to their customers
was the top priority for realizing their strategy over the next five years.
Source:“CapitalizingonComplexity:InsightsfromtheGlobalChiefExecutiveOfficerStudy.” IBM Institute for Business Value. May 2010. Image Credit: Peter Cho, NYT magazine

32. Brian Vellmure http://www.brianvellmure.com @BrianVellmure
Increased Mandate to Listen, Learn, Respond

33. Customers
need you to
understand
what they are
trying to achieve
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

34. Useful = Attention Magnet
Attention
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

35. Customer
Interaction
has evolved…
FROM
“One to Many”
TO
“One to One”
TO
“One to One to Many”
&
“One to Many to One”
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

36. Customer Profiles will also evolve
CLV (Customer Lifetime Value)
+ CRV (Customer Referral Value)
+ CIV (Customer Influence Value)
+ CKV (Customer Knowledge Value)
_______________________________________
Customer Engagement Value
Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value
V. Kumar, LerzanAksoy, Bas Donkers, RajkumarVenkatesan, Thorsten Wiesel and Sebastian Tillmanns

37. A Marketing Mindset for the Social Era
• Understand the Buyer’s Journey
• Blow them away – create something Remarkable
– For every stage
– For the most relevant channel
• Gain Permission – earn Trust
• Be Genuine and Transparent
• Be Unique
• Make it Shareable
• Invite them to continue the journey with you &
Tell a Friend – Tell the World
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

38. Increased Connection
Increased Expectations
Brian Vellmure
Increased Opportunities
http://www.brianvellmure.com
Our customers will continue
to reveal more and more This
presents
a
about themselves in an tremendous
opportunity
unstructured manner for
organizaKons
who
@BrianVellmure
have
the
ability
and
desire
to
listen,
understand,
and
respond
with
something
that
resonates

39. Key Takeaways and Action Items
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

40. Be Found
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

41. Stand out and be Hyper-Rewarded
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

42. Listen to and Leverage
Market Conversations
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

43. Use advanced analytics and
richer customer profiles
for competitive advantage
Brian
Vellmure
h6p://www.brianvellmure.com
@BrianVellmure

44. Let’s continue the
conversation!
Brian
Vellmure
Ini-um
LLC
/
Innovantage
h6p://www.brianvellmure.com
h6p://www.twi6er.com/BrianVellmure