Networks, Signals, Reputation, and Delight: Emerging keys to sales and marketing success in an...

NETWORKS

SIGNALS

REPUTATION

& DELIGHT

Brian Vellmure Principal / FounderInitium LLC

Emerging keys to sales and marketing success

in an always on, attention scarce, information rich world

http://www.brianvellmure.comhttp://www.twitter.com/CRMStrategies

http://www.brianvellmure.com/

http://www.twitter.com/CRMStrategies

Brian Vellmure @CRMStrategies brianvellmure.com

"If I had to name the single characteristic shared by all the truly successful people I've met over a lifetime, I'd say it is the

ability to create and nurture a network of contacts.”

– Harvey Mackay

Andrew

“Here lies a man who knew how to enlist the service of better men than himself."

• Opportunity is now exponential

Difference = Hyperspeed

Exponential number of networks to join

Over 800,000 Groups & growing exponentially

OCT 2009: 52 million GroupsFEB 2010: 620 million Groups

Source: www.allfacebook.com

Source: LinkedIn March 2011

Source: Meetup.com March 2011

The Formation of Social Graphs

Flip the Limit- Be part of everyone’s 150

Era of Human Digitization

Portrait by Popeye Francom

“It's the place where tens of millions of people turn to freely share their thoughts with the

world— and where hundreds millions more go to read those thoughts”

- Evan Williams, Serial Entrepreneur, Founder of Twitter & Pyra Labs (discussing Blogger)

“Every two days now we create as much information as we did from the dawn of civilization up until 2003”

- Eric Schmidt, Co-Founder of Google

Open (Signal) Sharing Networks

Most content dies here

The second circle is what matters

The Big DropoffIt’s the

3rd

Circlethat makes

you a

HIT!

Your new mantra:

Do this too:

Your prospects & customers are also:

searching

sharing

creating

engaging

Asking questions that you can answer…

Are

You

Listening?

The Semantic Web (Web 3.0) holds the potential of taking all of this content and automatically connecting it (and you) with potential partners, customers, prospects, employees

…Based on your networksyour signalsyour reputation

Credit: iphones.ru

Character is a tree, reputation is its shadow- Abraham Lincoln

We don’t want 7,700,000 results

Emergence of reputation and influence scores

User Badges – Verizon Community (Lithium)

Reputation: Community Badges

But the roadmap has been charted

Still a long way to go…

More than

85% of consumers

said they would

PAY A PREMIUM of up to

25% for a

Superior Customer Experience.

Source: RightNow Technologies Customer Experience Impact Report

Americans will spend

9% more with companies thatprovide excellent service

but 2/3 feel companies

aren’t doing enough to EARN their business

Source: 2010 American Express Global Customer Service Barometer

Customers looking to be delighted

This year's results make it clear that 'delight' is now the critical brand differentiator and most important driver of engagement and loyalty,“ stresses Robert Passikoff, founder and president of the Brand Keys consultancy.

"Mere brand 'satisfaction' has never been more cost-of-entry. Consumers already know the brands. They know what they do and they know what they're willing to pay for them. Now, they're looking to be delighted."

Source: 2011 Brand Keys Customer Loyalty Index

Know (or learn) what your customers desire most

Do something

remarkable

Post Sale

Delight:

The

Patagonia

Jacket Story

Post Sale Delight.

Unexpected Delight for my wife’s birthday

Your customers have:

“Too ma-nee choi-ces…”

Rep

utatio

n an

d R

ankin

g

Rank

Reputation and Ranking








93% of B2B buyers use search to begin the buying process.Source: Marketo

80% of IT decision makers say word of mouth is their most important source when making buying decisionsSource: Marketo

90% of business buyers say when they’re ready to buy, they’ll find youSource: DemandGen Report

(SocialRank, PeopleRank, HumanRank)by Brian Vellmure @CRMStrategies



Who recommends content matters

The

Messengeris becoming

as important as the message

SignalsIndividualsGroups

Delight

THE NETWORK3rd Circle2nd Circle

Rep

uta

tio

n

Grows existing network

Networks, Signals, Reputation & Delightby Brian Vellmure @CRMStrategies



Networks, Signals, Reputation & Delightby Brian Vellmure @CRMStrategies



NETWORKS

SIGNALS

REPUTATION

& DELIGHT

Emerging keys to sales and marketing success

in an always on, attention scarce, information rich world

ARE THE

Brian Vellmure Principal / FounderInitium LLC

http://www.brianvellmure.comhttp://www.twitter.com/CRMStrategies


http://www.twitter.com/CRMStrategies

Networks, Signals, Reputation, and Delight: Emerging keys to sales and marketing success in an...

Business

Transcript of Networks, Signals, Reputation, and Delight: Emerging keys to sales and marketing success in an...