Transcript
Page 1: Go Big on Community Management!

NOW WITH

57% MORE

NUMBERS!

Page 2: Go Big on Community Management!

GARY VAYNERCHUK

I want to preface this deck by saying that numbers aren’t usually

the way I choose to storytell.

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GARY VAYNERCHUK

In fact, there have been a few instances in which I’ve had stats used

against me because I wasn’t up on the details.

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GARY VAYNERCHUK

In fact, there have been a few instances in which I’ve had stats used

against me because I wasn’t up on the details.

Not this time.

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GARY VAYNERCHUK

In fact, there have been a few instances in which I’ve had stats used

against me because I wasn’t up on the details.

This time I have all the stats.*

*Or at least the stats that mean something to all my corporate pals out there.

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And I’m going to smash you all in the teeth with them.

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So when you see green text like this...click it.

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It’s numbers.

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It’s numbers.Numbers for your teeth.

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OK, let’s get on with it.

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You all know how I feel aboutcommunity management.

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And I know how you* feel aboutcommunity management.

*Google search frequencyfor “community management”

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And I know how you feel aboutcommunity management.

You’re not as interested asyou used to be.

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GARY VAYNERCHUK

Because a lot of people are saying (and have always been saying)

“Content is King.”

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GARY VAYNERCHUK

Because a lot of people are saying (and have always been saying)

“Content is King.”

And not just me... ;)

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GARY VAYNERCHUK

Because a lot of people are saying (and have always been saying)

“Content is King.”

87% of Effie Worldwide/Forbes CMO

Network Marketing Industry Survey repondents said that content

marketing initiatives met or exceeded ROI expectations.

[ http://www.forbes.com/sites/jenniferrooney/2014/04/16/annual-effies-survey-

content-is-king/ ]

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GARY VAYNERCHUK

But losing sight of community management is a mistake.

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But losing sight of Community Management is a mistake.A big mistake.

GARY VAYNERCHUK

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Because community management isn’t just about answering questions.

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Because community management isn’t just about answering questions.It’s about human connection.

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And human connection matters!

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And human connection matters!#NoShit

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Not just because it works for me,

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Not just because it works for me,which it has...

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Not just because it works for me,but because it can work for you.

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So let me say it clearly:

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So let me say it clearly: there is a huge opportunity to

go big in community management!

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GARY VAYNERCHUK

So let me say it clearly: there is a huge opportunity to

go big in community management!

human connection!

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The problem is people don’t listen.

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The problem is people don’t listenbecause it’s just Gary talking(you know how I love to talk)

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or because there is too much pressure for short term success.

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or because there is too much pressure for short term success.

63% of board members said the pressure

to generate strong short-term results had increased over the

previous five years.

[ http://hbr.org/2014/01/focusing-capital-on-the-long-term/ar/1 ]

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Way too much pressure...

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Way too much pressure...

79% of the same people felt especially pressured to demonstrate strong

financial performance over a period of just two years or less.

[ http://hbr.org/2014/01/focusing-capital-on-the-long-term/ar/1 ]

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In reality, while everyone is focusing on the short game, the opportunity is

in the long game.

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In reality, while everyone is focusing on the short game, the opportunity is

for the long game.

Increasing your customer retention rate by 5% can increase your profits

by up to 95% over the long term.

[ http://hbswk.hbs.edu/archive/1590.html ]

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So how do you win the long game?

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So how do you win the long game?How do you keep customers?

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“Good customer service,”

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“Good customer service,”you think.

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“Good customer service,”But good isn’t as good

as it used to be.

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“Good customer service,”

An “average” customer experience performs 5-10% below benchmark

in key measures.

Key Measures• Likelihood to remain/renew• To buy another product• To recommend

-5-10%

average

[ http://www.mckinseyonmarketingandsales.com/for-customer-loyalty-only-the-best-will-do ]

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“Good customer service,”

Improving to a “wow” experience performs 30-50% more.

Key Measures• Likelihood to remain/renew• To buy another product• To recommend

-5-10%

+30-50%

average

wow

[ http://www.mckinseyonmarketingandsales.com/for-customer-loyalty-only-the-best-will-do ]

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“Good customer service,”You need to be great.

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The good news: Greatness is more achievable than ever before.

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So don’t invest your time and money in community management that’s just

“good enough.”

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Go BIG,

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Go BIG,go personal,

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Go BIG,

At my first Yankees game, leftfielder Rickey Henderson winked at me.

From that moment on, he had a fan for life. It was huge.

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That story isn’t some one-off occurence, it’s human nature.

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Something happens when you are caught off guard like I was.

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Something happens when you are caught off guard like I was.Surprise is addicting.

[ http://www.ccnl.emory.edu/Publicity/MSNBC.HTM ]

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Something happens when you are caught off guard like I was.Surprise helps create much

stronger memories.

[ http://wamc.org/post/dr-wael-asaad-brown-university-surprise-and-memory-formation ]

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Something happens when you are caught off guard like I was.Surprise is more satisfying

than stability.

[ http://www.nytimes.com/2012/12/02/opinion/sunday/new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]

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Surprising people will build human connections

for your brand.

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Surprising people will build human connections

for your brand.

“Surprise is Still the Most Powerful Marketing Tool”

[ http://www.nytimes.com/2012/12/02/opinion/sunday/new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]

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I’m not trying to be romantic about this.

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Don’t do this to be “nice.”

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Don’t do this to be “nice.”Do it because it matters.

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When you do a favor for someone - even a small one, they will return it.

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When you do a favor for someone - even a small one, they will return it.

and possibly give back more than you gave them.

[ http://www.scu.edu/cas/psychology/faculty/upload/Burger-et-al-SI-2009.pdf ]

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I know what you’re thinking.

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I know what you’re thinking.“I can’t do this for everyone!”

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And you’re right.

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And you’re right.You can’t.

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Thing is, you don’t have to.

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The emotional high of getting an unexpected personal response

sticks with people.

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That feeling doesn’t go away.

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That feeling doesn’t go away.Interactions make people more resistant to unfollow you.

[ http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1333219/ ]

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“I can’t do this for everyone!”

=“I shouldn’t do this for anyone.”

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Now one more time for everyonein the back...

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Now one more time for everyonein the back...

“I can’t do this for everyone!”

=“I shouldn’t do this for anyone.”

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Do it. Focus on depth, not width.

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And solidify the connections you have with your customers.

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And solidify the connection your customers have with you.

80% of your company’s future revenue will

come from just 20% of your existing customers.

[ http://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-retention-

tips-for-entrepreneurs/ ]

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If you do this, a funnything will happen.

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You won’t just strengthen your current customers, you’ll get new ones.

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Because people talk.

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Because people talk.

20 - 50% of all purchasing decisions are made

based on word of mouth.

[ http://www.mckinsey.com/insights/marketing_sales/a_new_way_to_measure_word-of-mouth_

marketing ]

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And talking now is louder thanit’s ever been.

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I get it, it’s hard to be the company that goes against the pressure of

short-term profits.

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But betting on the human side of business works.

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It’s how I’ve built my businesses...

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It’s how I’ve built my businesses.and how I’ve scaled them.

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So don’t be afraid to invest in human connections.

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It pays off.

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It pays off.

The stock price of the top 10 companies of Forrester Research’s Customer Experience Index gained

22.5% between 2006 and 2010.

S&P 500 lost 1.3% overthe same period.

[ http://www.avaya.com/usa/campaign/magazine/2013/cem/what-is-customer-lifetime-value.html ]

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It pays off.I promise.


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