go big on community management!
DESCRIPTION
Community management goes way beyond customer service and crisis management. Making human connections is absolutely crucial to the success of your business. There is no avoiding it. All the data has citations and sources, so you can show this to your boss, your coworkers, your clients, or anybody who needs to learn the value of community management!TRANSCRIPT
NOW WITH
57% MORE
NUMBERS!
GARY VAYNERCHUK
I want to preface this deck by saying that numbers aren’t usually
the way I choose to storytell.
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.
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.
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.
GARY VAYNERCHUK
So when you see green text like this...
GARY VAYNERCHUK
So when you see green text like this...click it.
GARY VAYNERCHUK
And I know how you* feel aboutcommunity management.
*Google search frequencyfor “community management”
GARY VAYNERCHUK
And I know how you feel aboutcommunity management.
You’re not as interested asyou used to be.
GARY VAYNERCHUK
Because a lot of people are saying (and have always been saying)
“Content is King.”
GARY VAYNERCHUK
Because a lot of people are saying (and have always been saying)
“Content is King.”
And not just me... ;)
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/ ]
But losing sight of Community Management is a mistake.A big mistake.
GARY VAYNERCHUK
GARY VAYNERCHUK
Because community management isn’t just about answering questions.
GARY VAYNERCHUK
Because community management isn’t just about answering questions.It’s about human connection.
GARY VAYNERCHUK
Not just because it works for me,but because it can work for you.
GARY VAYNERCHUK
So let me say it clearly: there is a huge opportunity to
go big in community management!
GARY VAYNERCHUK
So let me say it clearly: there is a huge opportunity to
go big in community management!
human connection!
GARY VAYNERCHUK
The problem is people don’t listenbecause it’s just Gary talking(you know how I love to talk)
GARY VAYNERCHUK
or because there is too much pressure for short term success.
GARY VAYNERCHUK
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 ]
GARY VAYNERCHUK
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 ]
GARY VAYNERCHUK
In reality, while everyone is focusing on the short game, the opportunity is
in the long game.
GARY VAYNERCHUK
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 ]
GARY VAYNERCHUK
So how do you win the long game?How do you keep customers?
GARY VAYNERCHUK
“Good customer service,”But good isn’t as good
as it used to be.
GARY VAYNERCHUK
“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 ]
GARY VAYNERCHUK
“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 ]
GARY VAYNERCHUK
The good news: Greatness is more achievable than ever before.
GARY VAYNERCHUK
The good news: Greatness is more achievable than ever before.
[ http://www.nytimes.com/2008/11/20/technology/... ]
3/4 of customers said they’d pick a vendor
based on free-shipping alone.
GARY VAYNERCHUK
So don’t invest your time and money in community management that’s just
“good enough.”
GARY VAYNERCHUK
Go BIG,Do it like Rickey Henderson.
[ https://www.linkedin.com/today/post/article/20140120152748-10486099-the-rickey-
henderson-effect ]
GARY VAYNERCHUK
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.
GARY VAYNERCHUK
That story isn’t some one-off occurence, it’s human nature.
GARY VAYNERCHUK
Something happens when you are caught off guard like I was.
GARY VAYNERCHUK
Something happens when you are caught off guard like I was.Surprise is addicting.
[ http://www.ccnl.emory.edu/Publicity/MSNBC.HTM ]
GARY VAYNERCHUK
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 ]
GARY VAYNERCHUK
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& ]
GARY VAYNERCHUK
Surprising people will build human connections
for your brand.
GARY VAYNERCHUK
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& ]
GARY VAYNERCHUK
When you do a favor for someone - even a small one, they will return it.
GARY VAYNERCHUK
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 ]
GARY VAYNERCHUK
I know what you’re thinking.“I can’t do this for everyone!”
GARY VAYNERCHUK
The emotional high of getting an unexpected personal response
sticks with people.
GARY VAYNERCHUK
That feeling doesn’t go away.Interactions make people more resistant to unfollow you.
[ http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1333219/ ]
GARY VAYNERCHUK
“I can’t do this for everyone!”
=“I shouldn’t do this for anyone.”
GARY VAYNERCHUK
Now one more time for everyonein the back...
“I can’t do this for everyone!”
=“I shouldn’t do this for anyone.”
GARY VAYNERCHUK
And solidify the connections you have with your customers.
GARY VAYNERCHUK
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/ ]
GARY VAYNERCHUK
You won’t just strengthen your current customers, you’ll get new ones.
Because people talk.
GARY VAYNERCHUK
GARY VAYNERCHUK
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 ]
GARY VAYNERCHUK
And talking now is louder thanit’s ever been.
77% of customers are more likely to buy a new product when learning about it
from friends or family.
[ http://www.nielsen.com/us/en/insights/news/2013/a-multi-mix-media-approach-drives-new-product-
awareness.html ]
GARY VAYNERCHUK
I get it, it’s hard to be the company that goes against the pressure of
short-term profits.
GARY VAYNERCHUK
It’s how I’ve built my businesses.and how I’ve scaled them.
GARY VAYNERCHUK
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 ]
GARY VAYNERCHUK
Like what you saw?Check out more of my Slideshares.
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