Upload
koen-delvaux
View
9.094
Download
0
Embed Size (px)
DESCRIPTION
Marketeers are about to lose control. Luckily, this is a good thing. By stepping out of the way, they can become a facilitator between their employees and their customers. This puts the CMO in the role of CCO: Chief Customer Officer. Employee brandbuilding is a simple and practical approach to start this new role.
Citation preview
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
[email protected] www.del-mot.be
Koen Delvaux Innovation Consultant
+32 478 482111