#COM280 | What would Google do ?

COM280 @giorgiotedx

What Would Google Do ?

#COM280

Based on Jeff Jarvis’s book

WWGD?

COM280 @giorgiotedx

COM280 @giorgiotedx

CONTROL

COM280 @giorgiotedx

CONTROLGive people control, and they will

use it..

COM280 @giorgiotedx

CONTROL

COM280 @giorgiotedx

CONTROL

Don't, and you will loose them

COM280 @giorgiotedx

CONTROL

COM280 @giorgiotedx

Companies

CONTROL

COM280 @giorgiotedx

CompaniesInstitutions

CONTROL

COM280 @giorgiotedx

CompaniesInstitutionsGovernments

CONTROL

COM280 @giorgiotedx

CONTROL

COM280 @giorgiotedx

INTERNETCONTROL

COM280 @giorgiotedx

CONTROL

COM280 @giorgiotedx

When don't you want be in control ofCONTROL

COM280 @giorgiotedx

When don't you want be in control of

YOUR WORKCONTROL

COM280 @giorgiotedx


YOUR BIZCONTROL

COM280 @giorgiotedx


YOUR TIMECONTROL

COM280 @giorgiotedx


YOUR MONEYCONTROL

COM280 @giorgiotedx

CONTROL

COM280 @giorgiotedx

Why you should give control over your life to somebody else

if you didn't HAVE to?

CONTROL

COM280 @giorgiotedx

MAIN RULECONTROL

COM280 @giorgiotedx

Companies are much better off is they cede some control over to their

customers

MAIN RULECONTROL

COM280 @giorgiotedx

CUSTOMERSWill use this control, and YOU will

win

CONTROL

COM280 @giorgiotedx

DELL HELL

COM280 @giorgiotedx

DELL HELL

CUSTOMER ControlWORST

COM280 @giorgiotedx

DELL HELL

CUSTOMER ControlFIRST

COM280 @giorgiotedxJEFF JARVIS

DELL HELL


DELL HELL


DELL HELL

@ home service 325 U$

DELL HELL

DELL HELLSend the Laptop to get it fixed


Came back with a new fault


Came back with a new fault

Spend endless amount of time with people on the other side of the world

COM280 @giorgiotedx

DELL SUCKS

COM280 @giorgiotedx

I just got a new Dell laptop and paid a fortune for the four-year, in-home service.

DELL SUCKS

COM280 @giorgiotedx


The machine is a lemon and the service is a lie.

DELL SUCKS

COM280 @giorgiotedx



I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage.

DELL SUCKS

COM280 @giorgiotedx




But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap.

DELL SUCKS

COM280 @giorgiotedx





So I have this new machine and paid for them to FXXXXXX FIX IT IN MY HOUSE and they don't and I lose it for two weeks.

DELL SUCKS

COM280 @giorgiotedx





So I have this new machine and paid for them to FXXXXXX FIX IT IN MY HOUSE and they don't and I lose it for two weeks.

DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell. - ORIGINAL BLOG POST 2005

DELL SUCKS

COM280 @giorgiotedx

DELL HELL

COM280 @giorgiotedx

DELL HELL10

COM280 @giorgiotedx

DELL HELL10100

COM280 @giorgiotedx

DELL HELL101001000

COM280 @giorgiotedx

DELL HELL10100100010000

COM280 @giorgiotedx

DELL HELL

COM280 @giorgiotedx

When press contacted DELL and asked about their policy on blogs, the answer was :

DELL HELL

COM280 @giorgiotedx

When press contacted DELL and asked about their policy on blogs, the answer was :

LOOK and Don't TOUCH

DELL HELL

COM280 @giorgiotedx

I you want talk to DELL you need to do it :

DELL HELL

COM280 @giorgiotedx


On our site

DELL HELL

COM280 @giorgiotedx


On our siteOn our terms

DELL HELL

COM280 @giorgiotedx

But people where already talking about DELL

DELL HELL

COM280 @giorgiotedx


On their blogs

DELL HELL

COM280 @giorgiotedx


On their blogsOn their terms

DELL HELL

DELL HELL

#7

DELL HELL

COM280 @giorgiotedx

BRANDDAMAGE

DELL HELL

COM280 @giorgiotedx

CUSTOMER SATISFACTION RATINGSDELL HELL

COM280 @giorgiotedx

CUSTOMER SATISFACTION RATINGS

0

20

40

60

80

DELL HELL

COM280 @giorgiotedx

REVENUES RESULTSDELL HELL

COM280 @giorgiotedx

REVENUES RESULTS

0

75

150

225

300

DELL HELL

COM280 @giorgiotedx

SHARE PRICE

-46 %

DELL HELL

COM280 @giorgiotedx

DELL HELL

COM280 @giorgiotedx

In the Internet age when you lose a customerDELL HELL

COM280 @giorgiotedx

You also loose all his/her friendsDELL HELL

COM280 @giorgiotedx

You also loose all his/her friendsDELL HELL

COM280 @giorgiotedx

DELL HELL

COM280 @giorgiotedx

You got Delled !

DELL HELL

COM280 @giorgiotedx

You got Delled !

DELL HELL

COM280 @giorgiotedx

DELL HELL

COM280 @giorgiotedx

DELL HELLOPEN LETTER TO MICHAEL

DELL

COM280 @giorgiotedx

DELL HELL

READ BLOGS

OPEN LETTER TO MICHAEL DELL

COM280 @giorgiotedx

DELL HELL

READ BLOGS


COM280 @giorgiotedx

DELL HELL

READ BLOGS

Bloggers are your customers


COM280 @giorgiotedx

DELL HELL

READ BLOGS


You spend millions in consumer research, user groups, think tanks to find out what people are thinking - on blogs, all you need to do is ask and they will tell you.


COM280 @giorgiotedx

DELL HELL

READ BLOGS


You spend millions in consumer research, user groups, think tanks to find out what people are thinking - on blogs, all you need to do is ask and they will tell you.

For Free


COM280 @giorgiotedx

DELL HELL

READ BLOGS


COM280 @giorgiotedx

DELL HELL

READ BLOGSTALK TO CONSUMERS


COM280 @giorgiotedx

DELL HELL

READ BLOGS

Look don't touch ??

TALK TO CONSUMERS


COM280 @giorgiotedx

DELL HELL

READ BLOGS

Look don't touch ??

Are you pretending we, the consumers, do not exist ?

TALK TO CONSUMERS


COM280 @giorgiotedx

DELL HELL

READ BLOGS

Look don't touch ??


Join the conversation !

TALK TO CONSUMERS


COM280 @giorgiotedx

DELL HELL

READ BLOGS

Look don't touch ??



Ask them what you should doTALK TO

CONSUMERS


COM280 @giorgiotedx

DELL HELL

READ BLOGS

Look don't touch ??



Ask them what you should do

Help them in connecting to each other

TALK TO CONSUMERS


COM280 @giorgiotedx


DELLREAD BLOGSTALK TO CONSUMERS

COM280 @giorgiotedx


DELLREAD BLOGSTALK TO CONSUMERSBLOG

COM280 @giorgiotedx


DELLREAD BLOGS

Why Blog ?

TALK TO CONSUMERSBLOG

COM280 @giorgiotedx


DELLREAD BLOGS

Why Blog ?

It shows you are open


COM280 @giorgiotedx


DELLREAD BLOGS

Why Blog ?


It shows you are not afraid


COM280 @giorgiotedx


DELLREAD BLOGS

Why Blog ?



It shows that you care


COM280 @giorgiotedx


DELLREAD BLOGS

Why Blog ?



It shows that you care

It shows that you listenTALK TO CONSUMERSBLOG

COM280 @giorgiotedx


DELLREAD BLOGSTALK TO CONSUMERSBLOGREAD BAD PR

COM280 @giorgiotedx


DELLREAD BLOGS

Don't ignore bad PR

TALK TO CONSUMERSBLOGREAD BAD PR

COM280 @giorgiotedx


DELLREAD BLOGS

Don't ignore bad PR

Read about it


COM280 @giorgiotedx


DELLREAD BLOGS

Don't ignore bad PR

Read about it

Blog on how you are trying to fix the problems


COM280 @giorgiotedx


DELLREAD BLOGS

Don't ignore bad PR

Read about it


Ask the community for helpTALK TO CONSUMERSBLOGREAD BAD PR

COM280 @giorgiotedx


DELLREAD BLOGS

Don't ignore bad PR

Read about it


Ask the community for help

Join the conversation, always!


COM280 @giorgiotedx

DELL HELL

DIRECT2DELL

COM280 @giorgiotedx

DELL HELL

DIRECT2DELLDELL LISTENING

COM280 @giorgiotedx

DELL HELL

IDEASTORM

COM280 @giorgiotedx

DELL HELL

IDEASTORMDELL ACTING

COM280 @giorgiotedx

DELL HELLSHARE PRICE

+33 %

COM280 @giorgiotedx

COM280 @giorgiotedx

CONTROL

COM280 @giorgiotedx

CONTROL

COM280 @giorgiotedx

CONTROL

Give people control, and they will use it..

COM280 @giorgiotedx

CONTROL

COM280 @giorgiotedx

Don't, and you will loose them

CONTROL

COM280 @giorgiotedx

CRISIS

COM280 @giorgiotedx

Your worst customer is your best friend

CRISIS

COM280 @giorgiotedx

CRISIS

COM280 @giorgiotedx

FIND OUT WHAT PEOPLE ARE SAYING ABOUT YOU

CRISIS

COM280 @giorgiotedx


Your name

CRISIS

COM280 @giorgiotedx


Your company

CRISIS

COM280 @giorgiotedx


CRISIS

COM280 @giorgiotedx


CRISIS

COM280 @giorgiotedx


CRISIS

COM280 @giorgiotedx


CRISIS

COM280 @giorgiotedx


CRISIS

COM280 @giorgiotedx


CRISIS

COM280 @giorgiotedx

CRISIS


COM280 @giorgiotedx

CRISIS


COM280 @giorgiotedx

CRISIS


COM280 @giorgiotedx

CRISIS


NOW RESPOND

COM280 @giorgiotedx

CRISIS


DO IT YOURSELF

COM280 @giorgiotedx

CRISIS


BE YOURSELF

COM280 @giorgiotedx

CRISIS


START CONVERSATIONS

COM280 @giorgiotedx

CRISIS


COM280 @giorgiotedx

SUSAN

ANGRY SUSAN

COM280 @giorgiotedx

SUSAN

ANGRY SUSAN

Susan bought your product

COM280 @giorgiotedx

SUSAN

ANGRY SUSAN


Your product was faulty

COM280 @giorgiotedx

SUSAN

ANGRY SUSAN



Susan writes on her blog

COM280 @giorgiotedx

SUSAN

ANGRY SUSAN




Susan creates a hate site

COM280 @giorgiotedx

SUSAN

ANGRY SUSAN





Susan writes on other Blogs

COM280 @giorgiotedx

SUSAN

ANGRY SUSAN






Susan posts audiofiles of phone calls to customer care.

COM280 @giorgiotedx

SUSAN

ANGRY SUSAN






Susan posts audiofiles of phone calls to customer care.

Susan creates a YouTube Video

COM280 @giorgiotedx

ANGRY SUSAN

SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

Susan is competing with you to define

SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

Susan is competing with you to define

YOURBRAND

SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

Even if you don't listen to Susan

SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

Even if you don't listen to Susan

PressCompetitors

Will

SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

What will you do now?

SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

Kill SusanWhat will you do now?

SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

Kill Susan

Ignore Susan


SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

Kill Susan

Ignore Susan

Sue Susan


SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

Kill Susan

Ignore Susan

Sue Susan

Hire a P.R. to deal with it


SUSAN

COM280 @giorgiotedx

ANGRY SUSAN

Kill Susan

Ignore Susan

Sue Susan

Hire a P.R. to deal with it

Wait for it to go away


Nothing of the above will work

SUSAN

COM280 @giorgiotedx

STRATEGY

COM280 @giorgiotedx

STRATEGYIf you have one chance to do the right thing, what would you do ?

COM280 @giorgiotedx

STRATEGYIf you have one chance to do the right thing, what would you do ?

COM280 @giorgiotedx

Angry Susan

STRATEGY

COM280 @giorgiotedx

Angry Susan

Dear Susan,I have read you have a problem with our product.

STRATEGY

COM280 @giorgiotedx

Angry Susan


I really want to understand the problem and fix it.

STRATEGY

COM280 @giorgiotedx

Angry Susan


I really want to understand the problem and fix it.I will be really grateful if you can help us in understanding better what happened.

STRATEGY

COM280 @giorgiotedx

Angry Susan


I really want to understand the problem and fix it.I will be really grateful if you can help us in understanding better what happened.This way other customers will not incur in thesame problem.

STRATEGY

COM280 @giorgiotedx

Angry Susan


I really want to understand the problem and fix it.I will be really grateful if you can help us in understanding better what happened.This way other customers will not incur in thesame problem.

Thankyou

STRATEGY

COM280 @giorgiotedx

Angry Susan


I really want to understand the problem and fix it.I will be really grateful if you can help us in understanding better what happened.

Your Name

This way other customers will not incur in thesame problem.

Thankyou

STRATEGY

COM280 @giorgiotedx

STRATEGY

COM280 @giorgiotedx

Once Susan will be calmed

STRATEGY

COM280 @giorgiotedx


Ask her opinions on other products of yours

STRATEGY

COM280 @giorgiotedx



Send her some goodies

STRATEGY

COM280 @giorgiotedx




Ask her to blog on how the problem is gone ( you might not need to ask)

STRATEGY

COM280 @giorgiotedx




Ask her to blog on how the problem is gone ( you might not need to ask)

Now the difficult part begins.

STRATEGY

COM280 @giorgiotedx

STRATEGY

COM280 @giorgiotedx

Your CompanyIts culture

STRATEGY

COM280 @giorgiotedx


STRATEGY

COM280 @giorgiotedx


Or this mess would not have build up

STRATEGY

COM280 @giorgiotedx

STRATEGY

COM280 @giorgiotedx

Execs might say :

STRATEGY

COM280 @giorgiotedx

Execs might say :She voided the warranty !

STRATEGY

COM280 @giorgiotedx


She called customer services when in India is night time

STRATEGY

COM280 @giorgiotedx



She did not read the instructions

STRATEGY

COM280 @giorgiotedx



She did not read the instructions

She is crazy !

STRATEGY

COM280 @giorgiotedx

STRATEGY

COM280 @giorgiotedx

But is Susan wasa lone crazy

All this mess would not have built up

STRATEGY

COM280 @giorgiotedx

STRATEGY

COM280 @giorgiotedx

Where to start ?

STRATEGY

COM280 @giorgiotedx

STRATEGY

Where to start ?

1

COM280 @giorgiotedx

STRATEGY

Where to start ?

1

COM280 @giorgiotedx

STRATEGY 1

COM280 @giorgiotedx

Find all the places where people complain

STRATEGY 1

COM280 @giorgiotedx

Find all the places where people complain

Solve all the problems you can

STRATEGY 1

COM280 @giorgiotedx

STRATEGY 1

COM280 @giorgiotedx

RepairSTRATEGY 1

COM280 @giorgiotedx

RepairReplace

STRATEGY 1

COM280 @giorgiotedx

RepairReplaceRefund

STRATEGY 1

COM280 @giorgiotedx

RepairReplaceRefund

Whatever the customer wants

STRATEGY 1

COM280 @giorgiotedx

1STRATEGY

COM280 @giorgiotedx

The cost will be always lowerthan the P.R. damage that willoccur if any of these problems would become viral on the web.

1STRATEGY

2STRATEGY

2STRATEGYShare problems and solutions as

the occur

COM280 @giorgiotedx

3STRATEGY

COM280 @giorgiotedx

Open a direct link between

customers and execs

3STRATEGY

COM280 @giorgiotedx

Open a direct link between

customers and execs

3STRATEGY

What is there to fearfrom your own

customers ?

COM280 @giorgiotedx

CRISISYour worst customer is your best

friend

COM280 @giorgiotedx

MORE JIMs

Your best customer is your partner

COM280 @giorgiotedx

MORE JIMs

COM280 @giorgiotedx

MORE JIMs Jim is a happy customer

COM280 @giorgiotedx

MORE JIMs Jim is a happy customerJim has a conversation with our Company

COM280 @giorgiotedx

MORE JIMs Jim is a happy customerJim has a conversation with our CompanyJim trusts us and promotes our products

How can we open the doorto more people like Jim ?

COM280 @giorgiotedx

MORE JIMs

COM280 @giorgiotedx

MORE JIMs How can we organize our company aroundthis new relationship we are having with people that we used to call consumers, and that now we call

COM280 @giorgiotedx

MORE JIMs How can we organize our company aroundthis new relationship we are having with people that we used to call consumers, and that now we call

PARTNERS

COM280 @giorgiotedx

MORE JIMs

COM280 @giorgiotedx

MORE JIMs JIM

partner

COM280 @giorgiotedx

MORE JIMs JIM

partner

DESIGN

PRODUCTIO MARKETING

SALESCUSTOMER

COM280 @giorgiotedx

MORE JIMs JIM

partner

DESIGN

PRODUCTIO MARKETING

SALESCUSTOMER

COM280 @giorgiotedx

MORE JIMs JIM

partner

DESIGN

PRODUCTIO MARKETING

SALESCUSTOMER

Leaving the task only to somedepartments

It will not work

COM280 @giorgiotedx

MORE JIMs JIM

partner

DESIGN

PRODUCTIO MARKETING

SALESCUSTOMER

COM280 @giorgiotedx

MORE JIMs JIM

partner

DESIGN

PRODUCTIO MARKETING

SALESCUSTOMER

Outsourcing the task toan external company

It will not work

THE GURUS

COM280 @giorgiotedx

MORE JIMs JIM

partner

DESIGN

PRODUCTIO MARKETING

SALESCUSTOMER

COM280 @giorgiotedx

MORE JIMs JIM

partner

DESIGN

PRODUCTIO MARKETING

SALESCUSTOMER

You need to do all thetasks by yourself and learn

in the process

COM280 @giorgiotedx

MORE JIMs DESIGN

COM280 @giorgiotedx

MORE JIMs DESIGN

Why don't disclose the design of your future product and make it PUBLIC ?

COM280 @giorgiotedx

MORE JIMs DESIGN

Why don't disclose the design of your future product and make it PUBLIC ?

Research

Service reports

Needs

Design Concepts

Sketches

New Ideas

Go Public !

COM280 @giorgiotedx

MORE JIMs

COM280 @giorgiotedx

MORE JIMs THE BIGGEST REVOLUTION CAUSED BY THE INTERNET HAS LIITLE TO DO WITH

TECHNOLOGY

COM280 @giorgiotedx

MORE JIMs IT HAS TO DO WITH PEOPLE

AND THEIR

RELATIONSHIPS

COM280 @giorgiotedx

NEW ARCHITECTURE

The Link changes everything

COM280 @giorgiotedx

NEW ARCHITECTURE

9-11

COM280 @giorgiotedx

COM280 @giorgiotedx

COM280 @giorgiotedx

COM280 @giorgiotedx

COM280 @giorgiotedx

COM280 @giorgiotedx

COM280 @giorgiotedx

NEW ARCHITECTURE

COM280 @giorgiotedx

NEW ARCHITECTURE

LINKSEARCH

COM280 @giorgiotedx

NEW ARCHITECTURE

LINKThe LINK and the SEARCH create the mean to

find everything and connect anyone

SEARCH

COM280 @giorgiotedx

NEW ARCHITECTURE

COM280 @giorgiotedx

This new structure will redefine everything

NEW ARCHITECTURE

MARKETING

COM280 @giorgiotedx


NEW ARCHITECTURE

MARKETINGPOLITICS

COM280 @giorgiotedx


NEW ARCHITECTURE

MARKETINGPOLITICS

GOVERNMENT

COM280 @giorgiotedx


NEW ARCHITECTURE

MARKETINGPOLITICS

GOVERNMENTEDUCATION

COM280 @giorgiotedx


NEW ARCHITECTURE

MARKETINGPOLITICS

GOVERNMENTEDUCATION

THE WORLD

COM280 @giorgiotedx

NEW ARCHITECTURE

COM280 @giorgiotedx

NEW ARCHITECTURE

Everybody can speak

COM280 @giorgiotedx

NEW ARCHITECTURE

Everybody canhear

Everybody can speak

COM280 @giorgiotedx

NEW ARCHITECTURE

COM280 @giorgiotedx

NEW ARCHITECTURE

Enables peopleto organize around

COM280 @giorgiotedx

NEW ARCHITECTURE


INTEREST

COM280 @giorgiotedx

NEW ARCHITECTURE


INTEREST NEED

COM280 @giorgiotedx

NEW ARCHITECTURE


INTEREST NEED MARKET

COM280 @giorgiotedx

NEW ARCHITECTURE


INTEREST NEED MARKET CAUSE

COM280 @giorgiotedx

NEW ARCHITECTURE



THE LINK AND THE SEARCHHAVE STARTED A REVOLUTION

COM280 @giorgiotedx

NEW ARCHITECTURE



THE LINK AND THE SEARCHHAVE STARTED A REVOLUTION

THEREVOLUTION

HASJUSTBEGUN

COM280 @giorgiotedx

NEW ARCHITECTURE

COM280 @giorgiotedx

NEW ARCHITECTURE

THE LINK AND THE SEARCH INITIATED

CONVERSATIONS

COM280 @giorgiotedx

NEW ARCHITECTURE

COM280 @giorgiotedx

NEW ARCHITECTURETHIS NEW SYSTEM REQUIRES

THAT EVERYTHING ABOUT YOU

COM280 @giorgiotedx


THAT EVERYTHING ABOUT YOUYour Product

COM280 @giorgiotedx


THAT EVERYTHING ABOUT YOUYour ProductYour Business

COM280 @giorgiotedx


THAT EVERYTHING ABOUT YOUYour ProductYour BusinessYour Message

COM280 @giorgiotedx


THAT EVERYTHING ABOUT YOUYour ProductYour BusinessYour Message

TO HAVE A PERMALINK ON THE WEB

Education

#COM280 | What would Google do ?