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© 2008 Powered, Inc. I’m Your Customer and I Can’t Hear You! April 28, 2009 Aaron Strout, VP Marketing, Powered @aaronstrout [email protected] blog.stroutmeister.com

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I had the pleasure of presenting at Chris Brogan and Justin Levy's Inbound Marketing Summit San Francisco and Dallas. The focus of the presentation is on how marketing got broken, how marketers can fix marketing and a few key results from some of our clients like Sony and Atkins.

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Page 1: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

I’m Your Customer and I Can’t Hear You!April 28, 2009

Aaron Strout, VP Marketing, Powered

@aaronstrout

[email protected]

blog.stroutmeister.com

Page 2: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

2

Once Upon a Time, Businesses & Customers Talked

Page 3: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

3

Then along came the phone…

Page 4: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

4

And the Web.

Page 5: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

5

Marketers Thought Shouting Might Help…

Photo Credit: Brian Solis

Page 6: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

6

But It Didn’t

Page 7: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

7

So Along Comes “Social”

And now we are starting to speak “with” one another…

Page 8: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

8

1. Listen – what are your customers saying? Where are they saying it (think: Google Alerts, Radian6, Techrigy, BuzzGain)

2. Join – are your customers on Facebook? Twitter? Get Satisfaction? Sign up (but learn the etiquette first).

3. Ask – are your customers unhappy with you? Find out why? Ask what you could be doing better.

4. Engage – Thank your customers for taking the time to tell you what’s on their mind. Tell them what you’re thinking (in ENGLISH please). Ask more questions.

5. Build – If you’ve gotten good at numbers 1-4, consider creating your own community to augment the conversations.

REPEAT

Five Ways to Talk “With” Your Customers

Page 9: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

9

Engaging Content Drive’s Sony’s Community

78% of members are more likely to purchase a Sony

product

Community was leading driver of NPS for Sony

http://sony.com/learn

Page 10: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

10

People Like to Talk at Atkins Community

Listening led to breakthrough in

snack bar formula

50% of members surveyed say

they’d buy more

http://community.atkins.com

Page 11: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

11

Show Me the Money!

Our clients are finding that as a result of their community:

92% of their customers would recommendtheir site to a friend

85% would recommend their brand to a friend

66% would be more likely to purchasefrom their brand

63% have a more positive view of their brand AND…

Some clients are experiencing an ROI as high as 60X!!!

Page 12: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

12

Good Executive “Listeners

Tony Hsieh, Zappos CEO @Zappos

Barry Judge, BestBuy CMO @BestBuyCMO

Jeffrey Hayzlett, Kodak CMO @JeffreyHayzlett

Padmasree Warrior, Cisco CTO @Padmasree

Tim O’Reilly, O’Reilly Media CEO @TimOReilly

HONORABLE MENTION

Diane Hessan, Communispace CEO @CommunispaceCEO

Mike Walsh, Leverage Software CEO @MWalsh

Scott Monty, Ford social media head @ScottMonty

Page 13: I'm Your Customer and I Can't Hear You

© 2008 Powered, Inc.

13

THANK YOU!

I’m Listening…@aaronstrout

[email protected]

blog.stroutmeister.com


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