Rediscovering The Human Connection
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Rediscovering The Human Connection David Feldt @davidfeldt davidfeldt.com jazlabs.com
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The story of seven unique journeys companies have taken to rediscover the human connection in business --- as seen through the eyes of seven companies, their employees and customers
Transcript of Rediscovering The Human Connection
Rediscovering The Human Connection
David Feldt @davidfeldt davidfeldt.com jazlabs.com
“Markets are conversations.”
“Markets consist of human beings, not demographic sectors.”
“The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.”
People
Machines &
Factories
Hardware
So6ware Web
Web 2.0
Social
Back To The
Future
Traditional Marketing
Traditional Digital
Marketing
Social Engagement
push messaging broadcast brand/offer centric formal mass or segmented
push or pull messaging interactive brand/offer centric automated technology dependent mass or segmented
dialog conversational real-time human voice informal niche people & tech dependent
Communi?es Blogs Micro-‐blogs Forums Customer Service
Banners Micro-‐sites Email Search
TV Radio Print Outdoor Direct Mail
higher engagement lower engagement
Adapted from David Armano
Social
Execu?ve
PR
Marke?ng
Sales
Customer Service
Product Development
Opera?ons
HR
Embracing Social
• Learning To Listen • Crowdsourcing Innovation • Shifting Marketing • Changing The Conversation • Scaling The Conversation • Redefining What “Brand” Means • Leveraging the Human
Connection
Learning To Listen
DELL
NASDAQ
June 2005
October 2007
August 17, 2005
July 10, 2006
Jan 27, 2007
Crowdsourcing Innovation
Shifting Marketing
$33 million in 2009
$143 million from 1999-‐2009
$ZERO in 2010
Changing The Conversation
Change The Conversation
The Trouble Ford Was In
• Consumers don’t trust corporations • Trust needs a face and a name • Enter the automotive crisis • Ford put into an interesting position • Can a bad situation be a brand defining moment?
Scaling The Conversation
Redefining what “Brand” means
Zappos Core Values 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and a Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More with Less 9. Be Passionate and Determined 10. Be Humble
Leveraging the Human Connection
