webtomorrow - fake news & the new marketing- gerry mcgovern
TRANSCRIPT
5© Customer Carewords Ltd. customercarewords.com
87%of B2B BUYERS
say that content
has an impact on
vendor selection
Social Media Today
9%of B2B BUYERS
trust vendor
websites
CMO Council
What are the key
characteristics of content that
had a meaningful impact on
your perceptions of a brand?
Contained timely
or unique
information
What is the main reason a
piece of content did not
succeed in making a
positive impression?
Seemed more
like a sales pitch
#1: True
Customer
Obsession
#1: Focus on
the user and
all else will
follow
#1: Truly
understand
customer
needs
13© Customer Carewords Ltd. customercarewords.com
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
2003 2005 2007 2009 2011 2013
Customer Value
Brand Value
Source: HBR
Declining Value of Brands
0%
10%
20%
30%
40%
50%
60%
70%
80%
2000 2005 2010 2017
TRUST SHIFT From Me & My Brands to Me & My Friends
Me & My
Friends
Me & My
Brands
Source: Pew, Edelman, Gallup, Eurobarometer
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“People really like it
and so they tell other
people about it."Steward Butterfield, Slack Founder
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MailChimp analyzed over 40 million
marketing emails
• Best subject lines: 60-87% open rate
• Worst subject lines: 1-14% open rate
21© Customer Carewords Ltd. customercarewords.com
Best Subject Lines Worst Subject Lines
[COMPANYNAME]
Sales & Marketing
Newsletter
Last Minute Gift - We
Have The Answer
Eye on the
[COMPANYNAME]
Update (Oct 31 - Nov 4)
Valentines - Shop Early
& Save 10%
Source: Mailchimp study
32© Customer Carewords Ltd. customercarewords.com
Kreftforeningen jobber med å forbedre sitt tilbud på nett.
12
3
4
5
6
1216
45
1. Treatment
2. Symptoms
3. PreventingTOP
MEDIUMSMALL
TINY
Tasks Total Vote
% of Total Vote
22950
60 Volunteer 99 0.4%
61 Give gift to the Cancer Society 92 0.4%
62 The Varde center (opening hours, contact details, quotations) 76 0.3%
63 Local offices of the Cancer Society 74 0.3%
64 Aids (prostheses, wigs) 73 0.3%
65 Online shop (Pink Ribbon, Livestrong bands) 64 0.3%
66 Employees of the Cancer Society 61 0.3%
67 Sexuality and cancer 49 0.2%
68 Press releases 47 0.2%
69 Vacancies 35 0.2%
70 Donation in connection with funeral 26 0.1%
71 Annual statement for tax return 25 0.1%
72 Testament - help with writing will/testament 25 0.1%
73 Businesses - how to support the Cancer Society? 23 0.1%
74 Change / register information about the donor / membership 19 0.1%
75 Starting a collection 18 0.1%
76 Annual report of the Cancer Society 16 0.1%
77 Memory Gift ("In memory of ...") 13 0.1%
78 Legacy gift (how to give ) 11 0.0%
79 Tax deductions for donations to the Cancer Society 11 0.0%
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87% PAGE REDUCTION
• Total pages reduced from 4,000 to 500
• Conversion rate 100% up
• Emails to customer service down by 35%
• Customer satisfaction ratings up
37
1. Current customer obsession
2. Current customers sell
3. Evidence, not opinion
4. Be real, be authentic
5. Follow your customers’ journey
6. Simplify, simplify, simplify!Gerry McGovern @gerrymcgovern
44© Customer Carewords Ltd. customercarewords.com 3
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