welcome to the buyer-centric movement

Do Not Distribute without Permission © Social Gastronomy LLC 2012

Social Media’s Impact is Transforming Markets

1

Welcome to the Buyer-Centric Movement


What is Buyer-Centric?

Triggers

Business Problem Solving

Solution Options

Epiphanies

Buyer Needs

Motivations

Behaviors


Leading the transformation…

3M, Aaron Rents, ABB, ABM Industries, Abbott Labs, Accenture, ACS, ADP, Adecco, AIG, Alcatel-Lucent, AlliedBarton Security Services, AMD, American Cancer Society, American Eagle Outfitters, American Express, American Red Cross, Ann Taylor, Applied Materials, ARAMARK, ARCADIS, Arthritis Foundation, Arthur J. Gallagher & Co., Assurant, at&t, Atos Origin, Avaya, AXA Equitable, Babcock & Wilcox, Bank of America, Baxter International, Best Buy, Blue Cross and Blue Shield, CA Technologies, Cable & Wireless, Caesars Entertainment, Capgemini, Capital One, Carter’s, CBS, CEMEX, Centers for Disease Control, CH2M Hill, Chartis Insurance, The Cheesecake Factory , China Telecom, Cisco Systems, Citi, Citibank, Citigroup, Citrix, The Clorox Company, CNN, The Coca-Cola Company, Cognizant Technology Solutions, Colliers International, CommScope, Compass Group, Computershare, Convergys, Con-way, Cox Communications, Dell, Delta Airlines, DirecTV, Discover Financial Services, Dow Jones, Dunn & Bradstreet, DuPont, Eastman Kodak, Eaton, Edelman, Elbit Systems, EMC, Emerson Network Power, E*TRADE Financial, Equifax, Ericsson, Eurobank EFG, Expedia, Experian, EXPRESS, Fidelity Investments, First Data, Fiserv, Flextronics International, Focus Brands, GE, General Mills, Georgia-Pacific, Goodyear, Graphic Packaging International, HSBC, HarperCollins, Harland Clarke, Heineken, Hewlett-Packard, Hilton Worldwide, The Home Depot, Honeywell, Hughes, IBM, IDC, Ingersoll Rand, Intel, Intercontinental Hotels Group, Intertek, Iron Mountain, Jaquar Land Rover, John Wiley & Sons, Jones Lang Lasalle, Johnson Controls, JPMorgan Chase, KPMG, Kaiser Permanente, Kennametal, Laureate Education, Lee Hecht Harrison, LG Electronics, Lenovo, Levi Strauss, LexisNexis, Lexmark, Liberty Mutual, Limited Brands, Lockheed Martin, L’Oreal, Manheim, Martin Marietta, MassMutual Financial Group, MasterCard Worldwide, McGraw-Hill, McKesson, Merrill Lynch, Microsoft, Mohawk Industries, Monsanto, Munich American, MTV Networks, Mylan Pharmaceuticals, National Instruments, Nationwide Insurance, Navistar, NBCUniversal, NCR, Newell Rubbermaid, New York Life Insurance Co., Nikon, Novartis, Oerlikon, OfficeMax, Ogilvy, Oldcastle, Oracle, Orange, Patni Computer Systems, PepsiCo, PETCO, Pfizer, Philips, Pirelli Tire, Pitney Bowes, Polycom, PPD, Pratt & Whitney, Prudential Financial, Quintiles, QVC, Qwest Communications, RaceTrac Petroleum, Raytheon, Raymond James Financial, Razorfish, Regions Financial, Research in Motion, Ricoh, The Ritz-Carlton Hotel Co., Rockport, Rollins, Royal Dutch Shell, RR Donnelley, SAP, Saatchi & Saatchi, Sam’s Club, Sandvik, Satyam, Schneider Electric, Scholastic, Scripps Networks, Sears, Sharp Electronics, Shell, Siemens, SODEXO, Sony, SPX Corporation, Starbucks, SunTrust Bank, Symantec, TE Connectivity, TeleTech, Thermo Fisher Scientific, Thomson Reuters, TIAA-CREF, Time, Time Warner Cable, T-Mobile, Travelport, Turner Broadcasting, Tyco Fire & Security, UBS Wealth Management, United Health Group, Universal Studios, UPS, USAA, USBank, Verizon, Victoria’s Secret, Volt, Walmart, The Walt Disney Co., The Weather Channel , Wells Fargo, Wendy’s/Arby’s, Wyndham Worldwide, W. W. Grainger, Xerox, Yahoo, Young & Rubicam, etc.


The evolution towards Buyer-Centric

Seller’s Orientation Functional Advocacy

Buyer’s Perception Contextual Evangelism

Sales–Centric

Reactive (Respond)

Product-Centric

Proactive (Push)

Solution-Centric

Predictive (Engage)

Buyer-Centric

Visionary (Lead)


1969-1979 1979-1989 1989-1999 1999-2009 2009-2019

How disruptive will Buyer-Centric be?

15 New Companies Entered & Exited the Fortune 100

62 New Companies

How many new companies?

29 New Companies

29 New Companies

Buyer-Centric Marketing

Web Applications Web Personal

Computer Client Server

eCommerce Social Media

Social Marketing

Applying Context to the Impact of the Buyer on the Fortune 100

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Social Market Snapshot: CRM Example


Insight into the Market Noise Saturation of Market

Keywords Google

Documents Google Search

(per month) Social Media

Platform ~

CRM 138,000,000 5,000,000 13 sec.

Customer Relationship 39,300,000 301,000 2 min.

Customer Service 759,000,000 9,140,000 2 min.

Customer Data Management 35,300,000 5,400 10 min.

Customer Information Management 296,000,000 3,600 9 min.

Salesforce.com 3,500,000 1,500,000 50 sec.

Microsoft Dynamics 14,600,000 368,000 4 min.

SugarCRM 4,390,000 301,000 18 min.

#’s doubled in last 6 months


Insight into the Buyer Decision Support

Google – 138,000,000 documents

Blog Homepages – 18,400,000

More than 200 Top CRM Bloggers

LinkedIn:

- More than 2,100 CRM Groups on LinkedIn (rep more than 350,000 professionals)

- More than 556,000 CRM professionals on LinkedIn.

YouTube – Over 55,200 CRM videos

Forums - Over 8 million discussion results related to CRM

Where do buyers seek information?


Insight into the Language of the Buyer

SugarCRM Microsoft Salesforce Other

CRM Customer Relationship CRM


Core

Buyer Maturity

Bu

yer

Ori

en

tati

on

Pain

Solution

New Mature

Commodity Tactical

Strategic Important

Repeat Niche

Premium Exploratory

Buyer-Centric Market Model

Buyer Types (Motivations)

Discount/value

Educated

Past Buyer (like product)

FUD (Fear, Uncertainty, Doubt)

Impulse

Unaware

Gift

Past Problem (wish I had product)

Past Buyer (no value)

Past Buyer unhappy


Core

Buyer Maturity

Bu

yer

Ori

en

tati

on

Pain

Solution

New Mature

Minutes

Pain

Generic Jargon

Outcomes

Insight into the Market Complexity

SugarCRM

Salesforce

Microsoft

Market

Core

Strategic Important

Repeat Niche

Hosted versus

Custom Platforms

Social CRM

CRM System Upgrade &

Integration

SaaS CRM

CRM & Cloud Computing

Social CRM

Mobile CRM

Customer Data

Integration

Customer Loyalty Easy

implementation

Easy to use

Cheap CRM.

PhP CRM

Small Business

CRM

Non-Profit CRM

Customer

Satisfaction

Core


Stage Requirements Platforms Role

Awareness (of Pain)

• Naming / voicing strategic and tactical issues o Marketing & Sales

Automation o Service & Fulfillment o Customer Self-Service o Ecommerce

Business blogs Social networks Industry news

Executive Mid-Level

Interest • Participation within specific forums/groups soliciting information

• Review of product review sites o Trends (Social CRM) o Feature/Functionality o Implement/Customize

Peer-to-peer social networks, Business blogs Vendor blogs

Mid-Level

Research • Options (vendors) • Comparisons • Options (features)

Business blogs Peer-to-Peer Social Networks Peer-to-Peer Websites

Executive & Mid-Level

Due Diligence • Peer group • Industry trends • Research

Forums Research blogs Industry Knowledge websites

Mid-Level

Comparison • Pricing • Value

Forums Peer-to-Peer Offline Engagement

Mid-Level

Validation • References • Short List

Peer-to-Peer Sites Blog Offline

Mid-Level Executive

Insight into the Buying Process


Rethink Your Approach: Buyer-Centric “Buyer Bill of Rights”

1. You have the right to only receive information that helps you become a better consumer, not sell you more stuff you don’t need to make my numbers.

2. You have a right to transparency in comparisons, pricing, competition, features, value, customer service, billing, packaging, and quality.

3. You have a right to our best work at the best pricing available in the market. 4. You have a right to a timely response to address issues that arise in the consumption of

our offering. 5. You have a right to talk to our other customers to get a real good idea of how we really

deliver 6. You have a right to simple explanations, free of confusing and misleading terminology. 7. You have a right to expect continuous improvement from us. We are the experts, we

should continually strive to make it better. 8. You have a right to engage with us in public forums to ensure that we say the same

things in public as we do in private. 9. You have the right to expect us to engage with market thought leaders and other

industry insiders to validate our credibility within the market. 10. You have the right to expect that when we send you information or contact you, it is in

your best interest, will be high-value, high-touch, & relevant to your needs.


Next Steps

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www.SocialGastronomy.com

Judy Mod, Principal [email protected]

(404) 307-9613

Matthew Rosenhaft, Principal [email protected]

(404) 405-0009