Today I'm speaking in front of audience of journalists, writers, editors, and digital strategists at the Mediabistro Circus conference in New York City. My panel will discuss this marketing Renaissance that has seen the customer front and center - not just of our conversations, but (hopefully) of our thinking.
The slide deck I offer you here is a starting point and it already looks massive for my 10 minutes of presentation. That's because there is so much to think about before even beginning to integrate some of the tactics in the tools we have at our disposal. There are new tools created every day. Your objectives should drive what you do and how you do it.
My main goal is to get you started thinking about:
- integrated needs to be around the customer experience - what you integrate around the campaign needs to drive that
- your challenges will probably be in three flavors:
(2) sustainability - engagement
(3) content - experience
- your actions build reputation and increase your social capital and trust:
(2) put the customer first
(3) listen, listen, listen
(4) tell them you are listening
(5) demonstrate you are listening
(6) give freely, including credit for ideas
(7) find ways to solve problems your customers have
- get the experience right - make your customers smarter, better; help them be more connected with what they want and others from the community (intangible) through (tangible):
- productivity tools, how to get things done
- purposeful activities, that create meaning for them
- measure the effectiveness of everything you do. Behind the curtain of Oz, you're measuring clicks and page views, impressions and reach. Right? Right. Out there on the yellow brick road you're developing relationships. Relationships are the New Black (thank you, Anne).
Connections are the new currency, where social is determined by the people - online tools just allow us to amplify and magnify.
This is what is on the table for the discussion today. The fundamental shift marketers need to make is moving away from viewing customers as a mass and dealing with them that way. That which has lead to customers viewing your product or service as a commodity - one of too, too many.
I'd love to hear your reactions, thoughts, and stories. I will be reporting back from the day's sessions in a future post.
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