About to lose control

lose controlAbout to

What to do when customerstake over your brand

Marketeers are no longer in control

Advertising becomes less effective(largely ignored online)

The sales proces is broken(it becomes a buying proces)

Online, our brand is at risk(everyone can publish)

Our old habits need to change

Social media to the rescue!

Same mistakes, different channel(you’re still trying to control the message)

Forget it.The old times are gone,the people are in charge now

Learn to lose controland turn people into customers

How tolose control

Examples of

GAP decided on a new logo

The audience said «no way», back to the old oneResult: GAP said: ok, we will listen to you

a lot of free publicity on the internetand customers feel respected

Lano was looking for the cutest baby

The audience said «beauty is on the inside»Result: Mikael’s picture is now on Lano

People become customers becauseLano showed they care (gave €15k)

What happens when you lose control

The customer becomesthe marketing department

company companycustomer community

targets dictates

Word of mouthViral campaignsCustomer recommendationsHow do we create this community?

No games, freebies or campaigns.Just real stories.

Example: Zappos

createcontent

bring people together

give awaysecrets

talk aboutyour values

show how you care

We need someome to manage thisSomeone to start the program

a Knight in shiny armor

we need a

From CMO to CCO

Chief Customer Officer

CRM R&D OPS HRM

customers customers customers customers

The CMO must be the change catalysttowards customer-centric culture

WTF,I need an army !Good news: you’ve got one

Youremployees

Harness the power of your employees

AmbassadorsPeople want to feel great about working for you. Let them share it with their friends.

InnovatorsShow your customer the projects your clever people are working on. Let them set up a dialogue.

StorytellersThe good, the bad or the ugly. The little stories that customers can relate to are what builds brand affinity.

You do have interesting stuffgoing on

Let employees bring their own story(yes, they will use twitter, facebook and blogs)

be the facilitatorof a movement

Lose control

=value of your brand.(if your organization can fullfill the promise)

Picture creditsPulling hair: flickr/imranchaudhry

Social media guru: pammarketingnut.com

Employees: larrythecableguy.com

Office party: dreamstime/aniram_info

Knight: flickr/brennuskrux

Businesswoman: dreamstime/andresr_info

Contactkoen@del-mot.be www.del-mot.be

Koen Delvaux Innovation Consultant

+32 478 482111