Youtility: Why Smart Marketing - Storm...
Transcript of Youtility: Why Smart Marketing - Storm...
Youtility: Why Smart Marketing is about Help Not Hype
Jay Baer
Introduction
River Pools and Spas
• In2008theUSEconomywasinatailspinandconsumerconfidencewasshakentothecore
• MarcusSheridanwaspartnerinafibreglasspoolbusinessinVirginiaandby2009thecompanywasonthebrinkoffinancialruin
• Depressed,scaredandwithnothingtoloseheturnedtotheinternettoresearchnewmarketingandbusinessconcepts
• Whathediscoveredwasthatconsumersofalltypesexpecttofindanswersontheinternetnowandcompaniesthatprovidethatinfogarnertrust,loyaltyandsaleso Successflowstocompaniesthatinformnotpromote
• Heappliedthismethodologyin2waysthatchangedhisbusinessandhislife
o First,hebrainstormedeveryquestionhehadeverreceivedfromaprospectorclient
o Then,heansweredeverysingleonewithablogpostaddinghundredsofnewpagestohiswebsiteintheprocess
• Headdednewpostseachweekanditbecameclearthathiseffortswerehavingapositiveimpact
o ThereweremorewebsitevisitorsasGooglewasprovidinglinkstothenewpostswhenkeywordsweresearchedfor
o Thisresultedinanincreaseofleadsfrompeoplewhopreviouslywouldneverhaveknownhim
• Hisclientswerewellinformedbeforeheevensetfootintheirhomes• Educatedconsumersaresometimesthreateningtosalespeople
o Docarsalesmanwantyoutoknowhowmuchthedealershippaidforyourcar?NO
• ThereisnoquestionthatinformationchangesthebalanceofpowerbutMarcusfoundthistobeabenefitnotahindrance
o Thelengthofhissalesappointmentsdecreasedandlikelihoodofconvertingaconsumerincreased
Make a customer today or create a customer for life
• Howandwhypeopleconsumeinformationhasalteredthesuccessformulaformodernbusiness
o Youcannolongersurvivebyshoutingtheloudestandrelyingoninterruptionmarketing
• Todayconsumersarestaringintoaninvitationavalanchewitheverycompanyandbrandaskingforlikesfollowsandattention
• Thereareonly2waysforcompaniestobreakthroughinthisenvironment:o Theycanbeamazingortheycanbeuseful
• Youknowthesaying“Ifyougiveamanafishyouwillfeedhimforadaybutifyouteachhimtofishyouwillfeedhimforlife?”o Thesameringstrueformarketing-ifyousellsomethingyou
makeacustomertodayifyouhelpsomeoneyoumakeacustomerforlife
• Youtility=Marketingupsidedown-insteadofmarketingneededbycompaniesitsmarketingwantedbyconsumers
• Youtility=massivelyusefulinfoprovidedforfreethatcreateslongtermtrustandkinshipbetweenyourcompanyandtheconsumer
Chapter 1: Top of mind awareness
• Throughouthistorywehaveembraced3typesofmarketingwiththe1stbeingtopofmindawareness
• Theidea=Youneedtohaveasustainedlevelofmarketingsothatwhentheconsumerisreadytobuytheyautomaticallythinkofyou
• Whetheritreliesonoldornewmedia,topofmindawarenessislesseffectivenowthaneverfor2reasons:
o Themarketinglandscapeiscompletelyfragmentedo Repetitiveorbombardingmarketingwillmakeconsumerunfollow
youquickly• DistrustchipsawayatTopofmindmarketing:
o Forevery10peopleyouaretryingtoreach4don’ttrustyouo Forthisreason,peoplearemorelikelytobelievenegativeinfo
afterhearingitjustoneortwotimeso Conversely,whenacompanyistrustedthemajorityofpeoplewill
believepositiveinfoaboutthecompanyafterhearingitjustonceortwice
Chapter 2: Frame of mind awareness (FOMA)
• Thesecondtypeofmarketing=basedonthestrategyofreachingpotentialconsumerswhentheyareinanactivebuying/shoppingmode
o Idea=steppinginfrontofpeopleattheprecisetimetheyneedyourproductorserviceleadstohugebusinessimpact
The rise of inbound marketing and why it’s half the story
• Inrecentyearstheprocessofcreatingtext,audio,videoandotheronlineassetsandoptimizingthemtoappearwhentheprospectorconsumeriswillingtopullthetriggeronapurchasehasbeencalledInboundMarketing
• Manycompaniesbelievethatfindabilityisthesolecruxofsuccess,butthisisnotabsoluteasFOMAcan’tcreatedemand-itsimplyfulfilsademandthatalreadyexists
• Bydefinitionsearchingisaveryspecific,self-directedbehaviouro Youneedsomething-yougogetit
• BeyondthefactthatFOMAisnotanopportunitytocreatedemand‘searching’issufferingfromadiminishingimpactonourpurchasedecisions
o The%ofconsumersusingtraditionalsearchenginestofindinfoisdecreasing(in7yearsitdecreasedbyonequarter)
• Thereason=massiveincreaseinthenumberofotherplaceswecangetsuggestions-Quora,Siri,Facebook,Twitteretc.o Socialisdefinitelyaugmentingsearch
• FOMawarenesscontinuestoservemarketerswellthroughInboundMarketing,butitnowneedstosharethestagewithotherforcesthatimpactconsumers’recommendationsandpreferences
o MostNBamongthem=awholenewwaytomarket:Friendofmineawareness
Chapter 3: Friend of Mine awareness
• FriendofMineAwareness=centredontherealitythatcompaniesarecompetingwithrealpeoplefortheattentionofotherrealpeople
• Tosucceedprospectivecustomersmustconsideryouasafriend;Ifyouproviderealvalueasafriendwouldtheywillinturnrewardthecompanywiththeirloyaltyandadvocacy
Personal and commercial relationships have merged
• RightnowyourFacebookfeedprobablylookssomethinglikethis:Friend,company,spouse,brand
o Thisisanintermingledmixtureofinfothatmatterstoyoubecauseofpersonalandcommercialrelationships
• Forthefirsttimecompanieshavetocompeteonthesameturfasourfamilyandfriendsusingtheverysametools,techandmedia
o Companiesarenowinvadingspacesandmechanismsthatweareusingtoconnectpersonally
2 ways to conquer the invitation avalanche & differentiate yourself
• ONE:Bedisproportionatelyamazing,interesting,wacky,human,timelyo Humanizing,customerexperiences,buzzworthymomentso Whilebeingamazingcanworkoutitisextremelydifficult
• TWO:Beuseful-genuine,reliable,scalable,functional-howcanWEactuallyhelpYOU
• Toomanycompaniesaretryingtocreateconsumerconnectionsbasedonproduct&price
o Consumersaretiredofthisandabletofilterthroughitmoreeasilythanever
Youtility on Twitter- An Example
@Hilton Suggests & the power of real time Youtility
• HiltonHotelsworldwidehadaprogramonTwittercalled‘HiltonSuggests’
• In2012@LTHoustontweeted“goodplacestoeatneartheMagnoliaHotelindowntownDallasonaSaturday?”
o @HiltonSuggestsquicklytweetedback“@LTHouston,WildSalsaonMainorCampinisonElmarebothawesome&inwalkingdistance-Enjoy”
• Thisresponseisuseful,kindandpersonal• ThecrackerthoughisthattheMagnoliahotelinDallasisnotaHilton
propertybutacompetitor!o Hiltonwentoutoftheirwaytoproviderealtimerestaurant
suggestionstoapersonwhoisn’tevenacustomero BUTsomeday@LTHiltonwillbetravellingagainandwhen
decidingonwheretostayhewillrememberthehelpthatHiltonHotelsgavehim
o Theyarenotlookingforimmediatewinsbutrathertomakereal,authenticconnectionsandhopefullygainacustomerforlife
o OneofthemostcriticalelementsoftheirprogramishowitcombinesYoutilityandhumantouch
• Youtilitydoesn’tovercomeallotherproductandpricedynamicsBUTitgivesyourbrandthatextraedge
Why isn’t Youtility Universal?
2barriersstandinfrontofthisnewtypeofmarketing:
One: Psychological
• TheprinciplesofYoutility-makingyourselfinherentlyusefulwithoutexpectinganimmediatereturn,isindirectcontrasttotheprinciplesofmarketingandbusinessthataredeeplyingrainedinpractitioners
o Forthisreason,executivesanddecisionmakerswilloftensuggeststickingwiththe‘deviltheyknow’
Two: Operational
• FromanoperationalperspectiveYoutilityturnsmarketingupsidedown• Thereisanoperationalbarrierintermsofrolesandresponsibilities-who
shouldbeinchargeofthis?• TheexecutionofYoutilitymarketingcanrequireexpertiseinareas
unfamiliartothecompany
Chapter 4: Self-Serve Information (SSI)
• SSI=givingpeopletheopportunitytoinformthemselveshowandwhentheywish,insteadofgivingtheminfofunnelledthroughcontactmechanismsofthecompanieschoosing
• Techadaptionhaspermanentlyalteredhowpeopleinteractwithcompaniesandinfo
• Wehavealwaystriedtobuildloyaltywithpeoplebutnowwemustbuildloyaltywithinformation
The Zero moment of truth (ZMOT)
• Googlehadaresearchfirmconductfieldinterviewswith5000shopperswhohadrecentlymadeapurchaseinoneof11productcategories
• ZMOT=theverymomentaprospectiveconsumerdecidestotakethenextstepinthepurchasefunnelorexitandseekotheroptions
o Itsfightorflight,buyorbail• ManybehaviourscanserveasZMOTbutwhattiesthemtogetheristhat
thepurchaseisbeingresearchedandconsideredBEFOREprospectevenenterstheclassicsalesfunnel:
o ItsaskingfriendsonFacebookwhatcontactlensestobuyo Itsdoingresearchonlinebeforebuyingamountainbikeo ItsstalkingonFacebookbeforeyougoonadate
• ZMOT=theinstantyougrabyourdeviceandstartlearningaboutaproductorservicethatyouarethinkingoftryingorbuying
• In2010astudyfoundthatshoppersneeded5.3sourcesofinfobeforemakingadecision–justoneyearlatertheyneeded10.4
• Thereasonsbehindthistrend:o Weneedmoresourcesofinfobecausemoresourcesareavailableo Accesstoinforeducesriskandcansavetimeandmoney
Always on internet access has made us passive aggressive
• Whileweneedmoreinfotomakedecisionsfewertransactionsinvolvefacetofaceinteractionswithotherpeople
• Howmanytimeshaveyouchosennottofilloutaformonawebsitebecauseyoudidn’twanttogetcalledoremailed?
• IntheSSIagewewanttobeleftalone
Death of the Salesman
• Weusedtotalktoarealpersonasthe1ststep=togetfamiliarwithacompany,tolearnmore
• NowweonlydothisasalastresortwhenwehaveexhaustedthesupplyofZMOT’sandhavequestionssospecificonlyahumancananswer
• MarketingneedstobelessTopofmindawarenessandmoreYoutility• Smartcompaniesunderstandthatprovidingself-serveinfoandgiving
consumerstheopportunitytofindtheanswersforthemselveswithout
beingburdenedbypersonalsynchronouscommunicationsisn’tshirkingtheirdutiesasmarketers-ithasbecometheirdutyasmarketers
Youtility example: Clorox gives away self-serve stain info
• In2009Cloroxbegantoresearchhowconsumersweresearchingforstaininfoonline
• 2thingsbecameimmediatelyclear:o 1000’sofsearchesonthetopicwerebeingperformedo Cloroxwasn’tcomingupinanysearchresults
• Thispresentedtheopportunityforthemtoprovidespecificadviceonhowtoremovecertainkindsofstainsoncertainkindsoffabricsonthegowhenthosestainsactuallyhappen
• TheCloroxMyStainappwasborn–itincludesalargedirectoryofcommonstainsandremedies&alinktoawebbasedsiteformoredetails
• Thecombinationofthese2resourcesprovidesconsumerswithself-serveoptionstofittheircurrentsituation
• TheseplatformswerenotasalespitchforClorox&someoftheadvicerecommendednotusingCloroxifitwasn’tthebestsolutionforaparticularproblem
o Theywantedtocreateaplatformthatwastrustworthyandauthentic
• Ifyoudon’tsupplytheinfoyourprospectsneedtochooseyourcompanyoverthecompetitiontheywillgetthatdatafromsomewhereelseandtheoutcomemaynotbeinyourfavour
• TowintheZMOTyouneedtofightthewarofinformationonhometurf• Thereare2waystodothis:
o ThroughtheprovisionorfacilitationofSelf-serveinformationo Answeringeverysinglequestionyourprospectsmightconceivably
have
Chapter 5: Radical Transparency
• Thedemocratizationofinformationalmostbecomesanarmsracebetweenthecompanyandtheconsumer
• Asconsumers’expectationsrisemoreandmorecompaniesstartbecomingmoreforthcomingwiththeirinfo
Youtility example: McDonalds Canada has nothing to hide
• In2012MCDlaunchedaprogramcalled“OurFoodYourQuestions”• ThisprograminvitedanyCanadiantoaskanyquestionaboutMCDfood
ontheirspecialwebsite• ToaskaquestionconsumershadtoconnectviaTwitterorFacebook
providingincreasedvisibilityandaviraleffectasthequestionwouldappearontheirprofiles
• Within7months19000questionswereasked• Themostamazingelementoftheprogram=nododgingtoughquestions
andaddressingheadontherumoursaboutqualityandsafetyoffood• Aquestionsincluded:Whydoesyourfoodlookdifferentinyourads?• Historicallybrandshavestayedawayfromanykindofcommunication
thatcoulduncoverlessdesirabletruths• Thebeliefisthatrunningaprogramlikethiswillresultinlongterm
trust-youcan’texpectimmediateROIbutinthelongtermbrandhealthwillimprove
• CMOYashinkskysaid“WehadnooptionbuttocreatethisopenchannelifMCDwastobecomeabrandofthe21stcentury
• MCD=effectivelybalancingtheneedtopromotewiththeneedtoinform-asynergythatisverymuchintentional
o “ifyouhaveastorytotell,tellit,butyouhavetodoitinawaythat’sauthenticandyouhavetohavethatconversationwiththeconsumer.”
o youcan’tjustpreachtotheconsumerthesethingsthatyouknowaretrue-youhavetoengagewiththemsotheycanlearnit,believeitandbuildthattrustwithyou
Youtility example: Freezer Burns: Answered Questions- created an industry
• FreezerBurnswasavlogdevotedexclusivelytoreviewingfrozenfoodfoundinsupermarketsintheUS
• ThefounderGregNg,soldadsonhisvideosandblogandmajorfrozenfoodcompaniespaidhimforhonestreviews
o Heneverdidpaidendorsementsandwasalwaysasobjectiveaspossible
o ThishonestyandforthrightnesswasoneofhisbiggestsuccesssecretsasthecoreaudiencewascollegestudentsandlowerincomeAmericanswhodon’twanttowastemoneyonpoorchoices
• Heworkedoutthat10%ofvisitorstotheblogwillconsumer18pagesormore
o TheywillreadorwatchpostafterpostuntiltheyscratchtheirZMOTitch
Blogging as a marketing effort
• Blogsarebeingusedmoreandmoreasamarketingeffort• Beingcomprehensiveandansweringrelevantquestionsmakesa
differenceo Themorequestionsyouanswerthemoreusefulyoubecome
whichthenbreedsloyaltyo Hubspotfoundthatcompaniesthatblog15timesormorea
monthget5Xmoretrafficthanthosewhodon’t
Answering questions with advocates
• Fullycommittingtoansweringeveryconsumerquestioncanbealotofwork
• BUTyoucanreducetheoperationalimpactonyourbusinessbyempoweringyourexistingadvocateswith‘permission’toanswerquestionsonbehalfofthebrand
• Thiscanhappenorganicallyandsometimestheadvocatewillgettotheanswerbeforethebranditself
• Somecompaniesareevenformalizingthisroleputtingadvocatestoworkinamoreofficialcapacitybyrecruitingandtrainingthemtoanswerquestions
o Whobettertoeducateandpersuadethenexistingfans?o This‘friendofmine’awarenessinitiativeisalongtermplaythat
requireseffortandpatience
Chapter 6: Real time relevancy • YoutilitytodaymaynotbeYoutilitytomorrow-whenyoursuccessis
scenariospecificitiscrucialtobeinherentlyusefulo Ifyouare,youraudiencewillkeepyourcontentclose-ontheir
bookmarks,homescreensetco Youwon’tneedtobe‘found’becauseyourconsumersand
prospectsalreadyknowwhereyouareandwhatyouofferandwhentheyneedyoutheywillengage
• Youtility=realtimerelationshipbuilding• LikeanendlessgameofhideandseekYoutilityconsistsofpoppingout
frombehindatreetoassistwhennecessary
Appification
• Applestartedthistrendbydistillingentirecompaniesdowntoacollectionofutilities
• Whenfullyimplementedthisatomizationofbrandvaluewillmakethewebfarlessvaluablethanitistodayandthereforewillmakerealtimerelevancyviayoutilitytheprimaryplaygroundforcompanies
• Mobileinternetusersarenowfaroutweighingdesktopinternetusers
3 ways to provide real time, circumstantial Youtility
• Beusefulbasedonlocation(mostcommonwaytobehelpful)• Beusefulbasedonsituation• Beusefulbasedonseasonality/externalfactors
Location based Youtility example: Meijer in store mapping
• PointInside-amobilemappingtechcompanyspecializinginindoorcartographypartneredwithMeijerretailchainin2010tocreatethe
‘Find-It’app-amobilelocatoraimedtoproviderealtimerelevancetoshoppers
• Theappallowsshoppersto:o Locatespecificproductsanywhereinthestoreo Viewandclipvirtualcouponso Createandtrackpersonalshoppinglistso Viewitemscurrentlyonsale
• Researchshowedthatifshopperscouldnotfindanitemontheirlistwithinagiventimetheywouldgiveupandleavewithoutitresultinginfrustrationfortheshoppingandrevenuelossfortheretailer
o Bringingshoppinglistsintoanappeliminatesthischallengeo Consumersarealsomorelikelytoshopataplacethatsavesthem
timeandmoney
Situational Youtility example: The fight against show rooming
• Showrooming=whenconsumersusetheirphonestocomparisonshopinrealtime,determiningwhethertheproductinfrontofthemisbeingsoldforthebestprice
• AppslikeAmazonpricecheckareoftenusedtoshowroomandevenallowyoutotakeapictureofaproductandcheckthepriceatmultipledifferentplaces
• Theproblemwithshowroomingisthatconsumershavereducedyourbrandtonomorethanaproductwithaprice-youneedtomakeyourbrandvaluableanddifferentiateyourselfbeyondthis
• Burberryattemptstodifferentiatethemselvesbyprovidinganinstoreshoppingexperienceinapowerfulwaythatphonescannot
• AnexampleofthisisRFIDchipsthatallowconsumerstointeractwithdigitalmirrorsthatshowpairingrecommendations
Seasonal Youtility example: Scotts Miracle-Gro
• SMG=world’slargestmarketerofbrandedconsumerlawnandgardenproducts
• Mostoftheirproductsareusedseasonallyorcircumstantially
• Makingsureconsumersknowwhichproductstouseinwhichsituationisamajorobjectiveforthecompany
• Theyofferalawncareupdateinamonthlynewsletterthatprovidesspecific,usefulinformation
• Theseupdatesareproducedin6regionsvariantstoensureadviceisrelevant
• Theupdatescanbefurthercustomisedassubscriberscanspecifywhattypeofgrasstheirlawnhasetc.
• Theyalsodevelopedamobileappwhereuserscoulduploadimagesoftheirspecificproblemstogetsolutions
• Customersthatusedtheappwerefoundtohavegreaterloyaltyandweremorelikelytopromotethebrand
Chapter 7: Identifying customer needs
• Foryourmarketingtobesousefulthatpeoplewantitandwouldgladlypayforit,youhavetounderstandwhatyourprospectivecustomersneedtomakebetterdecisionsandhowyoucanimprovetheirlivesbyprovidingit
o Alignyourofferingwithwhatcustomersactuallyneed• Youneedtoempathizewithyourtargetaudiencein3ways:
o One:Howdotheydiscoverinfo?o Two:Whataretheirconsumptionpreferences?(Channels,
devices,contenttypes)o Three:Whatmotivatesthemtotakeaction?
Search engine data = the atlas for consumer understanding
• Thenumberofplacesconsumersgotoseekinformationhasincreasedexponentiallyweakeningtheroleofsearchenginesintheprocess
• SomeGoogletoolsthatallowyoutounderstandconsumerneedsbasedonwhatconsumerissearchingforinclude:
o GoogleTrends:Comparessearchvolumepatternsacrosslocationandtimeframesandprovidesrelatedsearchtermsandcomparativevolume
o GoogleSuggest:Betterunderstandhowconsumerseesyourproductorservice-simplytypeinthe1stwordandseewhatcomesup
o GoogleKeywordtool:Mostcommonlyusedtodeterminewhichsearchtermstoincludeinapaidsearchcampaign
Social chatter uncovers consumer needs
• Everysecondofthedayconsumersareseekinganswersandsolutions-“CananyonerecommendaplumberinCapeTown?
• Examiningsocialnetworksandlisteningtoconversationsaroundyourbrandandyourcompetitorsisagreatwaytouncoverconsumer’sdesires
Web analytics and internal search shows you what’s working today
• Thewebpagesthatarepopularamongstyourvisitorscanhelpyoubetterunderstandwhatconsumerswantfromyou
• AlsoNBtolookatwhatmobileusersarelookingforvsdesktop• Keeptabsonyourinternalsearchqueries-thiswillhelpyouseewhat
peoplewantedtofindonyoursitebutmaybedidn’t
Ask your customers what they want
• Knowingwhatyourcustomersneedtoknowandwhytheypurchasefromyou=criticaltosuccessofYoutility
• Lookforproblemstheymaybefacingandfindwaystosolvethem
Chapter 8: Map customer needs to useful marketing
• Startwithyourstory&THENfigureoutbestmechanicfortellingito Thisrequiresalevelofresearchbeyondunderstandingconsumer
needs
o Youneedtoask:Whatdoyouread?Howdoyouliketoreadit?Wheredoyouread?Howdoyoulikecompaniestocommunicatewithyou?
Atomize your marketing to reach a larger audience
• Sayingthatthereisonly1optimalformatforrelayingapieceofYoutilityislimiting
• InmanycasesitisnotonlypossibletocreateYoutilityinseveralformats,butdoingsocanalsoincreaseefficiencyandexposure
o Take1bigideaorconsumerneedandcreatemultipleexecutionsfromit(reimaginedon’trecycle)
• ToddDefroncallsthis‘Atomizingyourmarketing’-morevariationsofyourusefulnesscanreachconsumerswithavarietyofdifferentinformationconsumptionhabitsandmoreeffectivelytargetprospectsindifferentstagesoftheresearchprocess
• Smartcompaniestaketheircoreinformationalvaluepropositionandpackageitinwaysthatappealtoeachoftheirconsumersegments
• TobetrueYoutilityyourofferingmustbefree:o Ifyoucreatesomethingthatsomeonewouldpayforbutgiveit
away,notonlyareyoubuildingtrustandadebtofgratitudebutyoushockthemintosharingit
Chapter 9: Market your marketing
• IfyoucreateYoutilitybutdon’ttellanyoneaboutitdoesitevenexist?• Theobjectiveisnottocreateinformation-itistomakeinformationthat
peoplewilluse,thereforeitisNBtomarketyourYoutility• Thismarketingneedstobetargetedsothattherightpersonseesitat
therighttime• Thechallengethatcompaniesface=howtopromotetheirinfo
whilepromotingthecompanyless• It’sallaboutkeepingitrelevant-ifyoursocialmediainforms
morethanitpromotesyouareontherighttrack
The relationship between Youtility and social media
• Socialmediaisfireandcontentisgasoline• UtilizesocialmediatocreateawarenessandusageofyourYoutility• Beinguseful&interestingneedstobetheheartofwhatyourbrandis
knownfor• Ifyouaretrulyinteresting,usefulandhelpfulyourconsumers
andprospectswilldomoreofyourmarketingforyou• Youremployeesareyourmostimportantandoverlookedaudience
o Inaworldwherepersonalrelationshipsandsocialconnectivityareinvaluableyouremployeesareyoursinglegreatestmarketingengine
Chapter 10: Insource Youtility • Inbusinesseveryimportantnewfunctionstartsasajobandeventually
becomesaskill• SocialmediaandYoutilityaremovingalongthesameroute
o EmployeesarebeingencouragedtoadvocateonbehalfofthecompanyandperpetuateYoutilitythemselves
• Yes,youwillneedonepersonoradepartmenttooverseeandmanageyoureffortsbutcreatingmarketingsousefulthatpeoplewouldpayforitshouldbeawidelydispersedresponsibility
o YouneedtoinsourceyourYoutilityprogrammebecauseeveryemployeehasusefulknowledgelockedintheirheads
o Involvingemployeesalsomakesiteasiertocreateandmaintainhelpfulinfoandincreaseitsefficiencyasemployeesbringcredibility
4 ways to get employees involved in Youtility:
o circumstantialinsourcingo voluntaryinsourcing
o assistedinsourcingo mandatoryinsourcing
McDonalds Canada and Circumstantial Insourcing
• Thearrayofquestionsandinquiriesloggedbyconsumersonthe‘OurFood,YourQuestions’websitewasextremelybroadandmanywerespecifictocertainsectors
• Therefore,thepersonmostsuitedtoanswerthequestionwouldbecalledupontoprovideYoutility
Sap and Voluntary Insourcing
• SAPrealisedthatthevastmajorityofpeoplewereusingthecompany’snametofindthemonsearchengines
o ThismeantthattheirwebsitewasmerelypreachingtothechoiraspeoplewerealreadyfamiliarenoughwiththenameSAPthusleavingagapforpotentialattentionfrompeoplewhowerelookingfortheirservicesbutdidn’tknowthembyname
• TheythenlaunchedtheSAPInnovationblogtoanswerconsumer’squestions,providehelpfulinfoandsuccessfullytietheSAPnametotopicslikecloudcomputingandmobilemarketing
o Atleast8piecesofcontentwerepublishedperdayfromasmallnumberofvoluntarycontributors
• “It’sthecontentweproducethatisgoingtohelpusengagewithnewcustomers,thatisgoingtohelpusgrowthebusiness”
IBM and assisted insourcing
• IBMadopteda‘spark‘methodologywhichasksemployeestouseaninterfaceassessmenttoolthatdetermineshowtheybestfitintotheinsourcingframeworkofthecompany
• Basedontheiranswerstoseveralquestionsabouthowandwhytheywanttoparticipatetheyareclassifiedbytheirinclinationtobeeffectivein1ormoreof8categories:
o Creator,distributor,solicitor,responder,listener,conversationalist,nurturer,promotor
• Enablingteammemberstohelpconsumersandprospectsintheformtheyaremostcomfortableyieldsbetteroutcomes
OpenView Venture Partners and Mandatory Insourcing
• AtOpenVieweverypersoninthecompanyhelpscreateanddistributeusefulinformation–itispartoftheirjobdescriptionandpartiallyhelpsdetermineremuneration
• Theybelievethatinfodifferentiatestheminaverycrowdedventurecapitalmarketplace
Chapter 11: Make Youtility a Process
• Youtility=neverfinished• Youmustconstantlybethinking–whatarewegoingtodonext?• Thereare3reasonswhysuccessesinthisareacanbefleetingandwhy
youreffortsmustbesustainedonceyoucommenceo One:Customerneedschangeo Two:NewtechopensthedoorstoYoutilityvariationo Three:goodideasdon’thaveanexpirydate
Chapter 12: Keeping score • Thereare2waystoconvincescepticsofthepowerofYoutility
o First:askthemtothinkabouthowcompaniesarebeingforcedtocompeteforattentionwithpeopleandthenconsiderhowmuchtheypersonallyrelyoninfoprovidedbybusiness
o Second:proveyourpointwithnumbersthatmatter§ Remembertheobjective=toimprovebusinessthrough
YoutilitythereforemeasuringyoureffortsisNB§ ItisalsoNBtorememberthattherearemanyspecific
measuresavailablewitheachsegment