Community management goes way beyond customer service and crisis management. Making human connections is absolutely crucial to the success of your business. There is no avoiding it.
All the data has citations and sources, so you can show this to your boss, your coworkers, your clients, or anybody who needs to learn the value of community management!
2. GARY VAYNERCHUK
I want to preface this deck by saying
that numbers aren’t usually
the way I choose to storytell.
3. GARY VAYNERCHUK
In fact, there have been a few
instances in which I’ve had stats used
against me because I wasn’t
up on the details.
4. GARY VAYNERCHUK
In fact, there have been a few
instances in which I’ve had stats used
against me because I wasn’t
up on the details.
Not this time.
5. GARY VAYNERCHUK
In fact, there have been a few
instances in which I’ve had stats used
against me because I wasn’t
up on the details.
This time I have all the stats.*
*Or at least the stats that mean something to all
my corporate pals out there.
13. GARY VAYNERCHUK
And I know how you* feel about
community management.
*Google search frequency
for “community management”
14. GARY VAYNERCHUK
And I know how you feel about
community management.
You’re not as interested as
you used to be.
15. GARY VAYNERCHUK
Because a lot of people are saying
(and have always been saying)
“Content is King.”
16. GARY VAYNERCHUK
Because a lot of people are saying
(and have always been saying)
“Content is King.”
And not just me... ;)
17. GARY VAYNERCHUK
Because a lot of people are saying
(and have always been saying)
“Content is King.”
87%
of Effie Worldwide/Forbes CMO
Network Marketing Industry Survey
repondents said that content
marketing initiatives met or exceeded
ROI expectations.
[ http://www.forbes.com/sites/
jenniferrooney/2014/04/16/annual-effies-survey-
content-is-king/ ]
33. GARY VAYNERCHUK
or because there is too much pressure
for short term success.
63%
of board members said the pressure
to generate strong short-term results
had increased over the
previous five years.
[ http://hbr.org/2014/01/focusing-capital-on-the-long-
term/ar/1 ]
35. GARY VAYNERCHUK
Way too much pressure...
79%
of the same people felt especially
pressured to demonstrate strong
financial performance over a period of
just two years or less.
[ http://hbr.org/2014/01/focusing-capital-on-the-long-
term/ar/1 ]
36. GARY VAYNERCHUK
In reality, while everyone is focusing
on the short game, the opportunity is
in the long game.
37. GARY VAYNERCHUK
In reality, while everyone is focusing
on the short game, the opportunity is
for the long game.
Increasing your customer retention rate
by 5% can increase your profits
by up to 95% over the long term.
[ http://hbswk.hbs.edu/archive/1590.html ]
43. GARY VAYNERCHUK
“Good customer service,”
An “average” customer experience
performs 5-10% below benchmark
in key measures.
Key Measures
• Likelihood to remain/renew
• To buy another product
• To recommend
-
5-10%
average
[ http://www.mckinseyonmarketingandsales.com/for-
customer-loyalty-only-the-best-will-do ]
44. GARY VAYNERCHUK
“Good customer service,”
Improving to a “wow” experience
performs 30-50% more.
Key Measures
• Likelihood to remain/renew
• To buy another product
• To recommend
-
5-10%
+
30-50%
average
wow
[ http://www.mckinseyonmarketingandsales.com/for-
customer-loyalty-only-the-best-will-do ]
47. GARY VAYNERCHUK
The good news: Greatness is more
achievable than ever before.
[ http://www.nytimes.com/2008/11/20/technology/... ]
3/4
of customers said they’d pick a vendor
based on free-shipping alone.
48. GARY VAYNERCHUK
So don’t invest your time and money
in community management that’s just
“good enough.”
51. GARY VAYNERCHUK
Go BIG,Do it like Rickey Henderson.
[ https://www.linkedin.com/today/post/
article/20140120152748-10486099-the-rickey-
henderson-effect ]
52. GARY VAYNERCHUK
Go BIG,
At my first Yankees game, leftfielder
Rickey Henderson winked at me.
From that moment on, he had
a fan for life. It was huge.
55. GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.Surprise is addicting.
[ http://www.ccnl.emory.edu/Publicity/
MSNBC.HTM ]
56. GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.
Surprise helps create much
stronger memories.
[ http://wamc.org/post/dr-wael-asaad-brown-university-
surprise-and-memory-formation ]
57. GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.
Surprise is more satisfying
than stability.
[ http://www.nytimes.com/2012/12/02/opinion/sunday/
new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]
59. GARY VAYNERCHUK
Surprising people will
build human connections
for your brand.
“Surprise is Still the Most Powerful
Marketing Tool”
[ http://www.nytimes.com/2012/12/02/opinion/sunday/
new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]
64. GARY VAYNERCHUK
When you do a favor for someone -
even a small one, they will return it.
and possibly give back
more than you gave them.
[ http://www.scu.edu/cas/psychology/faculty/upload/
Burger-et-al-SI-2009.pdf ]
72. GARY VAYNERCHUK
That feeling doesn’t go away.Interactions make people more
resistant to unfollow you.
[ http://www.ncbi.nlm.nih.gov/pmc/articles/
PMC1333219/ ]
78. GARY VAYNERCHUK
And solidify the connection your
customers have with you.
80%
of your company’s future revenue will
come from just 20% of your
existing customers.
[ http://www.forbes.com/sites/
alexlawrence/2012/11/01/five-customer-retention-
tips-for-entrepreneurs/ ]
83. GARY VAYNERCHUK
Because people talk.
20 - 50%
of all purchasing decisions are made
based on word of mouth.
[ http://www.mckinsey.com/insights/marketing_
sales/a_new_way_to_measure_word-of-mouth_
marketing ]
85. GARY VAYNERCHUK
And talking now is louder than
it’s ever been.
77%
of customers are more likely to buy a
new product when learning about it
from friends or family.
[ http://www.nielsen.com/us/en/insights/news/2013/
a-multi-mix-media-approach-drives-new-product-
awareness.html ]
86. GARY VAYNERCHUK
I get it, it’s hard to be the company
that goes against the pressure of
short-term profits.
92. GARY VAYNERCHUK
It pays off.
The stock price of the top 10
companies of Forrester Research’s
Customer Experience Index gained
22.5% between 2006 and 2010.
S&P 500 lost 1.3% over
the same period.
[http://www.avaya.com/usa/campaign/magazine/2013/
cem/what-is-customer-lifetime-value.html ]