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About to lose control

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Koen Delvaux
Koen Delvaux

Customers are increasingly dictating brands instead of companies controlling messaging. To adapt, companies must lose control of their brand and engage customers as partners through social media. By facilitating customer communities to create and share content that shows a company's values, customers can become brand ambassadors instead of just passive buyers.

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What to do when customers take over your brand lose control About to
Marketeers are no longer in control Advertising becomes less effective (largely ignored online) The sales proces is broken (it becomes a buying proces) Online, our brand is at risk (everyone can publish) Our old habits need to change
Social media to the rescue!
Same mistakes, different channel (you’re still trying to control the message)
Forget it. The old times are gone, the people are in charge now Learn to lose control and turn people into customers
Examples of How to lose control
GAP decided on a new logo The audience said «no way», back to the old one Result: GAP said: ok, we will listen to you a lot of free publicity on the internet and customers feel respected
Lano was looking for the cutest baby The audience said «beauty is on the inside» Result: Mikael’s picture is now on Lano People become customers because Lano showed they care (gave €15k)
What happens when you lose control targets dictates company customer community company The customer becomes the marketing department
Word of mouth Viral campaigns Customer recommendations How do we create this community? No games, freebies or campaigns. Just real stories.
create show how content you care give away talk about bring people secrets your values together Example: Zappos
We need someome to manage this Someone to start the program
a Knight in shiny armor
we need a
From CMO to CCO customers customers customers customers CRM R&D OPS HRM Chief Customer Officer The CMO must be the change catalyst towards customer-centric culture
WTF, I need an army ! Good news: you’ve got one
Your employees
Harness the power of your employees Ambassadors Innovators Storytellers People want to feel Show your customer The good, the bad or great about working the projects your clever the ugly. The little for you. Let them share people are working on. stories that customers it with their friends. Let them set up a can relate to are what dialogue. builds brand affinity.
You do have interesting stuff going on Let employees bring their own story (yes, they will use twitter, facebook and blogs)
Lose control be the facilitator of a movement =value of your brand. (if your organization can fullfill the promise)
Picture credits Pulling hair: flickr/imranchaudhry Social media guru: pammarketingnut.com Employees: larrythecableguy.com Office party: dreamstime/aniram_info Knight: flickr/brennuskrux Businesswoman: dreamstime/andresr_info Contact koen@del-mot.be www.del-mot.be Koen Delvaux Innovation Consultant +32 478 482111

More Related Content

About to lose control

  • 1. What to do when customers take over your brand lose control About to
  • 2. Marketeers are no longer in control Advertising becomes less effective (largely ignored online) The sales proces is broken (it becomes a buying proces) Online, our brand is at risk (everyone can publish) Our old habits need to change
  • 3. Social media to the rescue!
  • 4. Same mistakes, different channel (you’re still trying to control the message)
  • 5. Forget it. The old times are gone, the people are in charge now Learn to lose control and turn people into customers
  • 7. GAP decided on a new logo The audience said «no way», back to the old one Result: GAP said: ok, we will listen to you a lot of free publicity on the internet and customers feel respected
  • 8. Lano was looking for the cutest baby The audience said «beauty is on the inside» Result: Mikael’s picture is now on Lano People become customers because Lano showed they care (gave €15k)
  • 9. What happens when you lose control targets dictates company customer community company The customer becomes the marketing department
  • 10. Word of mouth Viral campaigns Customer recommendations How do we create this community? No games, freebies or campaigns. Just real stories.
  • 11. create show how content you care give away talk about bring people secrets your values together Example: Zappos
  • 12. We need someome to manage this Someone to start the program
  • 13. a Knight in shiny armor
  • 15. From CMO to CCO customers customers customers customers CRM R&D OPS HRM Chief Customer Officer The CMO must be the change catalyst towards customer-centric culture
  • 16. WTF, I need an army ! Good news: you’ve got one
  • 18. Harness the power of your employees Ambassadors Innovators Storytellers People want to feel Show your customer The good, the bad or great about working the projects your clever the ugly. The little for you. Let them share people are working on. stories that customers it with their friends. Let them set up a can relate to are what dialogue. builds brand affinity.
  • 19. You do have interesting stuff going on Let employees bring their own story (yes, they will use twitter, facebook and blogs)
  • 20. Lose control be the facilitator of a movement =value of your brand. (if your organization can fullfill the promise)
  • 21. Picture credits Pulling hair: flickr/imranchaudhry Social media guru: pammarketingnut.com Employees: larrythecableguy.com Office party: dreamstime/aniram_info Knight: flickr/brennuskrux Businesswoman: dreamstime/andresr_info Contact koen@del-mot.be www.del-mot.be Koen Delvaux Innovation Consultant +32 478 482111