Video of this: http://allegoriedesign.com/building-relationships-to-scale-social-media-crowdsource-and-develop-products/#.UR_fULtWrZg Building real relationships with your customers will empower them to do work for you through crowdsourcing, engage them to become brand advocates, allow you to scale social media initiatives, and leverage them for new product development. Follow me on: My Blog: http://allegoriedesign.com/ Twitter: http://www.twitter.com/mrobertsonline Google+: https://plus.google.com/u/0/115351143362852372380/posts YouTube: http://www.youtube.com/user/mrobertsonline?feature=mhee Detailed Description: There used to be ways to cheat the system to attract traffic to your website, rank well on Google (SEO), and attract Likes on Facebook, but those approaches no longer work. As the companies that govern these platforms such as Google and Facebook get smarter and better, there will be fewer and fewer shortcuts to do these things. Brands will have to now rely on building real relationships with real people through genuine and authentic interactions with them. Beyond achieving the metrics above, forward thinking brands may be able to capitalize on a huge upside potential from building authentic relationships with their customers. For example, customers that are engaged and appreciated will be much more likely to defend your company on Twitter when they see someone speak negatively about it. They may offer valuable insights into what your customers care about which reduces research cost, improves the product and speeds up new iterations of product development. Consumers that have real relationships with brands will also be much more likely to answer questions or help fellow customers with customer service related questions. This creates more engagement, a better experience for everyone, allows the brand to scale their social media efforts, and reduces cost.

1. TREND 5 OF 7:
CUSTOMER RELATIONSHIPS
FIRST, SOCIAL CHANNEL LAST
Saturday, December 1, 2012

2. Evolution of the Brand and Customer Relationship
1 Old School 2 1-Way 3 2-Way 4 Crowdsource &
TV Social Social Scalable Social
B B B B
f f
C C
C C C
C
C C C C C C
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Saturday, December 1, 2012

3. The biggest risk to your marketing campaign
is that you donʼt own Facebook. You have to
play by their rules.
@MrobertsOnline
Saturday, December 1, 2012

4. The biggest risk to your marketing campaign
is that you donʼt own Facebook. You have to
play by their rules.
Edgerank and other rules are imposed.
@MrobertsOnline
Saturday, December 1, 2012

5. The biggest risk to your marketing campaign
is that you donʼt own Facebook. You have to
play by their rules.
Edgerank and other rules are imposed.
Real relationships transcend the platform.
@MrobertsOnline
Saturday, December 1, 2012

6. The biggest risk to your marketing campaign
is that you donʼt own Facebook. You have to
play by their rules.
Edgerank and other rules are imposed.
Real relationships transcend the platform.
The ROI from relationships is better than
nameless followers.
@MrobertsOnline
Saturday, December 1, 2012

7. Getting your customers to do some of your
work for you.
@MrobertsOnline
Saturday, December 1, 2012

8. Getting your customers to do some of your
work for you.
Crowdsourcing (Starbucks).
@MrobertsOnline
Saturday, December 1, 2012

9. Empower your best customers to speak on
your behalf: answer other customers
questions, evangelize, and respond to crisis.
@MrobertsOnline
Saturday, December 1, 2012

10. Empower your best customers to speak on
your behalf: answer other customers
questions, evangelize, and respond to crisis.
Bring together like-minded customers.
@MrobertsOnline
Saturday, December 1, 2012

11. Empower your best customers to speak on
your behalf: answer other customers
questions, evangelize, and respond to crisis.
Bring together like-minded customers.
This is how you become efficient and scale.
@MrobertsOnline
Saturday, December 1, 2012

12. Courseraʼs forums allow
students to help other students.
@MrobertsOnline
Saturday, December 1, 2012

13. You still
handle this You
New or
Best
Potential
Customers
Customers
Your customers handle
this without you
@MrobertsOnline
Saturday, December 1, 2012

14. Felt need
Traditional
Marketing
Funnel
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Saturday, December 1, 2012

15. Felt need
Awareness
Traditional Trial
Marketing
Funnel Evaluation
Purchase
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Saturday, December 1, 2012

16. Felt need
Awareness
Traditional Trial
Marketing
Funnel Evaluation
Purchase
Support your products,
social, continue
Missed / Key
Growth relationship, evangelizing,
Opportunity measure sentiment, get
ideas for new products,
CRM, etc.
@MrobertsOnline
Saturday, December 1, 2012

17. Some inspiration, ideas and research from:
Jeremiah Owyang ComScore
Thomas Baekdal Altimiter Group
ComScore Richard Bartel
Gabe Zicherman Roger McNamee
@MrobertsOnline
Saturday, December 1, 2012

18. Saturday, December 1, 2012

19. Questions?
Mike Roberts
562.481.1117
Roberts.SanDiego@gmail.com
Blog: www.AllegorieDesign.com
@MrobertsOnline
www.linkedin.com/in/mrobertsonline/
Saturday, December 1, 2012