being the underdog - cost-benefits with social media
DESCRIPTION
http://university.commetrics.com ==> These slides outline some of the material presented at the Lorange.org business institute It is critical to understand the most important drivers or operating metrics when it comes to success or failure to make money. Accordingly, you must address what contribution(s) for achieving the company’s operating metrics, such as higher customer retention, will come from social media effortTRANSCRIPT
ComMetrics
2008_06_16
Session 25: Being an underdog and making it in the market place
http://www.slideshare.net/ComMetricsUniversityLatest version can be found here just before class
Presented by
http://www.YouTube/ComMetricsComMetrics – videos
http://info.cytrap.eu/?p=134social media trends 2011
http://info.cytrap.eu/?p=176ComMetrics blog checklist
Urs E. Gattiker , Ph.D.
My.ComMetrics.com
ComMetrics
_Trademark - domain
#1 Somebody challenges your trademark
Challenge and wants you to give up your Internet domain
Strategy: You give up, collaborate or we sue you
Commetric versus ComMetrics
2010_11_10
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_Trademark - domain
#1 Somebody challenges your trademark
Challenge and wants you to give up your Internet domain
Strategy: You give up, collaborate or we sue you
Commetric versus ComMetrics
Solution Collaborate and sell into enterprise or markets
Going to the courts or even arbitration is not
necessarily productive
2010_11_10
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_3 Why it matters – today„s 3 nuggets
1 Can everyody play underdog and win?
2 What brand strategy you pursue should be supported by your product – customer loyalty
3 Design is not about looking pretty – usefulness beats usability but latter beats design – it is about solving problems
2011_01_19
_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_Purpose
2011_01_19
What is this all about?
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_How a European manufacturer
leverages usability tests
#1 Making the fountain or ball-point pen
or pencil feel ‚comfortable„ to write with
2010_10_26
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_How a European manufacturer
leverages usability tests
#1 Making the fountain or ball-point pen
or pencil feel ‚comfortable„ to write with
Challenge Usability group resulted in confusing feedback
2010_10_26
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_How a European manufacturer
leverages usability tests
#1 Making the fountain or ball-point pen
or pencil feel ‚comfortable„ to write with
Challenge Usability group resulted in confusing feedback
Success: Usability is asking users about: Like versus dislike
2010_10_26
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_How a European manufacturer
leverages usability tests
#1 Making the fountain or ball-point pen
or pencil feel ‚comfortable„ to write with
Challenge Usability group resulted in confusing feedback
Success: Usability is asking users about: Like versus dislike
What: Groups (gender, age, etc.) test variety of designs
Offer lines of ‚pens„ according to these insights
2010_10_26
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_How a European manufacturer
leverages usability tests
Solution focuses on offering different user groups slightly modified
lines of writing utensils that ‚fit„ their writing habits/preferences better:
===> do not expect users to give solutions: instead they will provide
you with great insights to modify & improve product
Ex.: nib/quill of fountain pen: thick, middle, thin OR hard, av., soft ==> 9
different nib types (can you try this out at the store – Landolt & Arbenz, ZH)
2010_10_26
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_From Purpose to HowTo
2011_01_19
How do we put this into practice?
- Marketing LOVE triangle
>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_Assigned readings – Topic 25
2011_01_19
- we choose a student to moderate the discussion – you can
volunteer yourself for today or for tomorrow
- please have your notes ready – all students
- Chosen reading is:
>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_Tools & Tips
2011_01_18
- Public relations – how to build your personal brand
>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
ComMetrics
_Tools & Tips - using social media to build your reputation
2011_01_19
- How to market yourself online when getting ready to finish Lorange
and/or changing jobs
- start 12 months ahead of time
>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
ComMetrics
_Student Case – challenge at work
2011_01_19
- student presents – class discusses
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_Student Case – challenge at work
2011_01_19
- student presents – class discusses
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_Brand loyalty
2011_01_19
How loyal are your users
Brand loyalty and when the quiet logo speaks volumes
==> http://commetrics.com/?p=12520
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_What is an underdog?
2011_01_19
Virgin Atlantic, Apple, ComMetrics,
- Decide what you stand for and stick to it- Craft a complelling story- Build a ‚lighthouse identity„ – invite the consumer to navigate by you- Be brave
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_The value of being an underdog?
2010_11_10
– How to be a challenger brand
● Decide what you stand for and stick to it. You can challenge
anything, from the immorality of competitors (as cosmetic retailer The
Body Shop did when it rejected animal testing) to their stuffiness (as
Pepsi did from the early 1960s when it started referring to its cola as
the choice of the younger generation). Don‟t abandon your core
principles.
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_The value of being an underdog?
2010_11_10
– How to be a challenger brand
● Craft a compelling story. Successful challenger brands have an
„underdog brand biography‟.
You‟ve got to make sure there‟s a great story there.
5 critical steps for reputation mgmt: Watch Virgin video
http://howto.commetrics.com/?p=2584
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_The value of being an underdog?
2010_11_10
– How to be a challenger brand
● Build a “lighthouse identity”.
Try not to attempt to navigate by the consumer. Instead invite the
latter to navigate by your brand
When you challenge an aspect of your industry, you set yourself up
as a thought leader.
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_The value of being an underdog?
2010_11_10
– How to be a challenger brand
● Build a “lighthouse identity”.
Steve Jobs eschews focus groups because he says finding the next
big thing is “what we‟re paid to do”.
6.5 x higher price for Red Bull at petrol stations in U.S. Compared to Diet Coke or Diet Pepsi
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_The value of being an underdog?
2010_11_10
– How to be a challenger brand
● Be brave. To challenge a part of your industry, you need to be willing to
turn your back on those who accept that part, including potential customers.
Many think they can be a challenger but having the guts to do so is another
story.
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_The value of being an underdog?
2010_11_10
– How to be a challenger brand
The new firm would be called Roland Berger Deloitte Strategy Consultants.
Roland Berger is present in > than 24 countries & with 616m revenues 2009
Deloitte – consulting revenues 7.5bn (year ending 2010-05-31), $11.7bn it
took in from the auditing activities. Plus revenues from tax and financial
advisory work = overall revenues were $26.6bn.
2010-11-21 – 200 Berger Partners decided against the deal – blow to
Deloitte ’s ambition of eclipsing McKinsey in the market for strategic
managerial advice.
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_One last thing – Wrap-up
2011_01_18
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
What we learned
ComMetrics
_3 Why it matters – today„s 3 nuggets
2011_01_19
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
1 Can everyody play underdog and win?
2 What brand stragegy you pursue should be supported by your product – customer loyalty
3 Design is not about looking pretty – usefulness beats usability but latter beats design – it is about solving problems
ComMetrics
_Usefulness versus usability
2010_11_10
- iPad has 95% of the market and 1st viable
contender is Samsung GALAXY TAB
(others are HP tablet based on Palm‟s webOS,
Reseach in Motion‟s PlayBook)
- battery life = remain in standby for 30+ days,
- 2 sec – brings you back to where you left
in your Xing group„s discussion thread
You have to beat MacBook Air –
netbooks might be a thing of the past
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
ComMetrics
_Usefulness versus usability
2010_11_10
- will Apple again shift the market with
its Sim card – selling mobile services =
taking mobile operators„ customers away?
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
ComMetrics
_One more thing
2011_01_17
Please discuss:
3 most critical things we learned today
3 things I love to get more infos about
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
ComMetrics
_One more thing
2011_01_17
Johne Paul deJoris: co-founder of
John Paul Mitchell Systems (hair care
products) and
The Patron Tequila brand
http://www.ft.com/cms/s/0/6ba2a602-07ce-11e0-8138-00144feabdc0.html#axzz18FntWwXO
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
ComMetrics
2008_06_16
My.ComMetrics.comSession 25: Being an underdog and making it in the market place
Presented by http://My.ComMetrics.com (free registration)
http://ComMetrics.com (blog)
http://info.cytrap.eu/?p=134
social media trends 2011
http://info.cytrap.eu/?p=176
ComMetrics blog checklist
Urs E. Gattiker , Ph.D.
Roentgenstrasse 49 Street
CH-8005 Zuerich Zip Code
Switzerland Country
+41(0)44 272 1876 Voice
+41(0)76 200 7778 Cell
[email protected] Google Talk
www.ComMetrics.com URL