Go Big on Community Management!

94
NOW WITH 57% MORE NUMBERS!

Transcript of Go Big on Community Management!

NOW WITH

57% MORE

NUMBERS!

GARY VAYNERCHUK

I want to preface this deck by saying that numbers aren’t usually

the way I choose to storytell.

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.

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.

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.

GARY VAYNERCHUK

And I’m going to smash you all in the teeth with them.

GARY VAYNERCHUK

So when you see green text like this...click it.

GARY VAYNERCHUK

It’s numbers.

GARY VAYNERCHUK

It’s numbers.Numbers for your teeth.

GARY VAYNERCHUK

OK, let’s get on with it.

GARY VAYNERCHUK

You all know how I feel aboutcommunity management.

GARY VAYNERCHUK

And I know how you* feel aboutcommunity management.

*Google search frequencyfor “community management”

GARY VAYNERCHUK

And I know how you feel aboutcommunity management.

You’re not as interested asyou used to be.

GARY VAYNERCHUK

Because a lot of people are saying (and have always been saying)

“Content is King.”

GARY VAYNERCHUK

Because a lot of people are saying (and have always been saying)

“Content is King.”

And not just me... ;)

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/ ]

GARY VAYNERCHUK

But losing sight of community management is a mistake.

But losing sight of Community Management is a mistake.A big mistake.

GARY VAYNERCHUK

GARY VAYNERCHUK

Because community management isn’t just about answering questions.

GARY VAYNERCHUK

Because community management isn’t just about answering questions.It’s about human connection.

GARY VAYNERCHUK

And human connection matters!

GARY VAYNERCHUK

And human connection matters!#NoShit

GARY VAYNERCHUK

Not just because it works for me,

GARY VAYNERCHUK

Not just because it works for me,which it has...

GARY VAYNERCHUK

Not just because it works for me,but because it can work for you.

GARY VAYNERCHUK

So let me say it clearly:

GARY VAYNERCHUK

So let me say it clearly: there is a huge opportunity to

go big in community management!

GARY VAYNERCHUK

So let me say it clearly: there is a huge opportunity to

go big in community management!

human connection!

GARY VAYNERCHUK

The problem is people don’t listen.

GARY VAYNERCHUK

The problem is people don’t listenbecause it’s just Gary talking(you know how I love to talk)

GARY VAYNERCHUK

or because there is too much pressure for short term success.

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 ]

GARY VAYNERCHUK

Way too much pressure...

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 ]

GARY VAYNERCHUK

In reality, while everyone is focusing on the short game, the opportunity is

in the long game.

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 ]

GARY VAYNERCHUK

So how do you win the long game?

GARY VAYNERCHUK

So how do you win the long game?How do you keep customers?

GARY VAYNERCHUK

“Good customer service,”

GARY VAYNERCHUK

“Good customer service,”you think.

GARY VAYNERCHUK

“Good customer service,”But good isn’t as good

as it used to be.

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 ]

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 ]

GARY VAYNERCHUK

“Good customer service,”You need to be great.

GARY VAYNERCHUK

The good news: Greatness is more achievable than ever before.

GARY VAYNERCHUK

So don’t invest your time and money in community management that’s just

“good enough.”

GARY VAYNERCHUK

Go BIG,

GARY VAYNERCHUK

Go BIG,go personal,

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.

GARY VAYNERCHUK

That story isn’t some one-off occurence, it’s human nature.

GARY VAYNERCHUK

Something happens when you are caught off guard like I was.

GARY VAYNERCHUK

Something happens when you are caught off guard like I was.Surprise is addicting.

[ http://www.ccnl.emory.edu/Publicity/MSNBC.HTM ]

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 ]

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& ]

GARY VAYNERCHUK

Surprising people will build human connections

for your brand.

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& ]

GARY VAYNERCHUK

I’m not trying to be romantic about this.

GARY VAYNERCHUK

Don’t do this to be “nice.”

GARY VAYNERCHUK

Don’t do this to be “nice.”Do it because it matters.

GARY VAYNERCHUK

When you do a favor for someone - even a small one, they will return it.

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 ]

GARY VAYNERCHUK

I know what you’re thinking.

GARY VAYNERCHUK

I know what you’re thinking.“I can’t do this for everyone!”

GARY VAYNERCHUK

And you’re right.

GARY VAYNERCHUK

And you’re right.You can’t.

GARY VAYNERCHUK

Thing is, you don’t have to.

GARY VAYNERCHUK

The emotional high of getting an unexpected personal response

sticks with people.

GARY VAYNERCHUK

That feeling doesn’t go away.

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/ ]

GARY VAYNERCHUK

“I can’t do this for everyone!”

=“I shouldn’t do this for anyone.”

GARY VAYNERCHUK

Now one more time for everyonein the back...

GARY VAYNERCHUK

Now one more time for everyonein the back...

“I can’t do this for everyone!”

=“I shouldn’t do this for anyone.”

GARY VAYNERCHUK

Do it. Focus on depth, not width.

GARY VAYNERCHUK

And solidify the connections you have with your customers.

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/ ]

GARY VAYNERCHUK

If you do this, a funnything will happen.

GARY VAYNERCHUK

You won’t just strengthen your current customers, you’ll get new ones.

GARY VAYNERCHUK

Because people talk.

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 ]

GARY VAYNERCHUK

And talking now is louder thanit’s ever been.

GARY VAYNERCHUK

I get it, it’s hard to be the company that goes against the pressure of

short-term profits.

GARY VAYNERCHUK

But betting on the human side of business works.

GARY VAYNERCHUK

It’s how I’ve built my businesses...

GARY VAYNERCHUK

It’s how I’ve built my businesses.and how I’ve scaled them.

GARY VAYNERCHUK

So don’t be afraid to invest in human connections.

GARY VAYNERCHUK

It pays off.

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% overthe same period.

[ http://www.avaya.com/usa/campaign/magazine/2013/cem/what-is-customer-lifetime-value.html ]

GARY VAYNERCHUK

It pays off.I promise.