SlideShare a Scribd company logo
1 of 14
December, 2006 Christopher Carfi Cerado, Inc. Marketing—Ways To Increase the Value Perception for Your Certification
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Quick Background Co-Founder, Cerado Win/Loss Analysis, Competitive Intelligence, Business Blogging http://www.cerado.com  Creator, Haystack TM  Networking Serious social networking for businesses and associations http://haystack.cerado.com  Editor,  The Social Customer Manifesto  weblog “ Best CRM Weblog,” SearchCRM.com http://www.socialcustomer.com
The Evolution of Marketing Source: John Hagel Affiliate  – Mobilize third parties, including other customers, to become even more helpful to the people with whom you interact Isolate  – Enter into a direct relationship with the customer and, wherever possible, remove all third parties from the relationship  Assist  – The most powerful way to attract people is to be as helpful and engaging with them as possible – this requires a deep understanding of the various contexts in which people might use your products and a willingness to “co-create” products with customers  Inhibit  – Make it as difficult as possible for the customer to compare your product or service with any other options  Attract  – Create incentives for people to seek you out  Intercept  – Target and expose customers to your message wherever you can find them  NOW – The “Three A’s” THEN – The “Three I’s”
Networking Exercise
How “Web 2.0” Is Affecting Business Relationships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Social Customer Manifesto ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What's Happening: Sales photo credit: gizmodo Key point 1 : Salepeople no longer have an informational advantage over  their customers Key point 2 :  Customers trust “someone like me” (e.g. TripAdvisor) Key point 3 : The rise of the “biz-sumer”
What's Happening: Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What's Happening: Support ,[object Object],[object Object],[object Object],“ ” Quote from Alex Barnett, Microsoft Naturally, there will be those who scoff and respond to the support tagging idea along the lines of  "Why? Customers should come to  our  support site, and open a ticket there".  And that's how it's done today -  make your customers come to you . But why not reverse this completely? This is how these companies win the hearts, minds and loyalty of their customer. Its amazing customer service - a true differentiator. By providing a support tag, it could allow for further structuring around this 'listening to the blogs customer support' approach.  Of course, not all your customers would use it, but if there is a real benefit to the customer in doing so (i.e. faster response times, quality of response, etc), then why wouldn't they? And the benefits to the company providing support in this way? Well, happy customers for one - but if the support is provided via a comment then this provides evidence to prospective customers of the quality of service who happen to come across the blog post. I'll do my bit and the send idea around within Microsoft for consideration by the powers that be.
Marketing Tactics – Online, Offline
Viral Marketing Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trend: Social Networking for Businesses/Associations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Information ,[object Object],[object Object],[object Object],[object Object],[object Object]

More Related Content

Viewers also liked

Long thanh that cua dan ong
Long thanh that cua dan ongLong thanh that cua dan ong
Long thanh that cua dan onghaihuong2005
 
elearning2
elearning2elearning2
elearning2phaisack
 
Refworks e Embase.com
Refworks e Embase.comRefworks e Embase.com
Refworks e Embase.combibliobioing
 
Waisetsu hitorimondo
Waisetsu hitorimondoWaisetsu hitorimondo
Waisetsu hitorimondonightingale
 
7 Future trends in Mobile Development - Webstock 2011
7 Future trends in Mobile Development - Webstock 20117 Future trends in Mobile Development - Webstock 2011
7 Future trends in Mobile Development - Webstock 2011alexbrie
 
Pedaspectsoflearntechn kak6003a
Pedaspectsoflearntechn kak6003aPedaspectsoflearntechn kak6003a
Pedaspectsoflearntechn kak6003aKai Pata
 
Sitofono 2010 - Product Description
Sitofono 2010 - Product DescriptionSitofono 2010 - Product Description
Sitofono 2010 - Product DescriptionLuca Filigheddu
 
Digital learning futures: Communication and collaboration
Digital learning futures: Communication and collaborationDigital learning futures: Communication and collaboration
Digital learning futures: Communication and collaborationCharles Darwin University
 
Promo Cd Done 97
Promo Cd Done 97Promo Cd Done 97
Promo Cd Done 97rddietrich
 
Expertisegroep Onderwijs UvA najaar 2013
Expertisegroep Onderwijs UvA najaar 2013Expertisegroep Onderwijs UvA najaar 2013
Expertisegroep Onderwijs UvA najaar 2013University of Amsterdam
 
World Numeracy Day - MGS Puzzle
World Numeracy Day - MGS PuzzleWorld Numeracy Day - MGS Puzzle
World Numeracy Day - MGS PuzzleOllie Bray
 
The Fox And The Title Deed
The Fox And The Title DeedThe Fox And The Title Deed
The Fox And The Title Deedpaoluc
 

Viewers also liked (17)

Long thanh that cua dan ong
Long thanh that cua dan ongLong thanh that cua dan ong
Long thanh that cua dan ong
 
elearning2
elearning2elearning2
elearning2
 
Refworks e Embase.com
Refworks e Embase.comRefworks e Embase.com
Refworks e Embase.com
 
Ch01
Ch01Ch01
Ch01
 
lab01
lab01lab01
lab01
 
Waisetsu hitorimondo
Waisetsu hitorimondoWaisetsu hitorimondo
Waisetsu hitorimondo
 
7 Future trends in Mobile Development - Webstock 2011
7 Future trends in Mobile Development - Webstock 20117 Future trends in Mobile Development - Webstock 2011
7 Future trends in Mobile Development - Webstock 2011
 
Pedaspectsoflearntechn kak6003a
Pedaspectsoflearntechn kak6003aPedaspectsoflearntechn kak6003a
Pedaspectsoflearntechn kak6003a
 
Case2 - blog.nicehouse.pl
Case2 - blog.nicehouse.plCase2 - blog.nicehouse.pl
Case2 - blog.nicehouse.pl
 
Castillo de Ainsa
Castillo de Ainsa Castillo de Ainsa
Castillo de Ainsa
 
Sitofono 2010 - Product Description
Sitofono 2010 - Product DescriptionSitofono 2010 - Product Description
Sitofono 2010 - Product Description
 
Digital learning futures: Communication and collaboration
Digital learning futures: Communication and collaborationDigital learning futures: Communication and collaboration
Digital learning futures: Communication and collaboration
 
Open Genius: Crowdfunding Science
Open Genius: Crowdfunding ScienceOpen Genius: Crowdfunding Science
Open Genius: Crowdfunding Science
 
Promo Cd Done 97
Promo Cd Done 97Promo Cd Done 97
Promo Cd Done 97
 
Expertisegroep Onderwijs UvA najaar 2013
Expertisegroep Onderwijs UvA najaar 2013Expertisegroep Onderwijs UvA najaar 2013
Expertisegroep Onderwijs UvA najaar 2013
 
World Numeracy Day - MGS Puzzle
World Numeracy Day - MGS PuzzleWorld Numeracy Day - MGS Puzzle
World Numeracy Day - MGS Puzzle
 
The Fox And The Title Deed
The Fox And The Title DeedThe Fox And The Title Deed
The Fox And The Title Deed
 

More from Christopher Carfi

Swipp plus overview for marketers
Swipp plus overview for marketersSwipp plus overview for marketers
Swipp plus overview for marketersChristopher Carfi
 
Swipp Age of Social Intelligence
Swipp Age of Social IntelligenceSwipp Age of Social Intelligence
Swipp Age of Social IntelligenceChristopher Carfi
 
An Ant's Eye View of SXSW 2011
An Ant's Eye View of SXSW 2011An Ant's Eye View of SXSW 2011
An Ant's Eye View of SXSW 2011Christopher Carfi
 
FlashMarkets: An Interactive Conversation
FlashMarkets: An Interactive ConversationFlashMarkets: An Interactive Conversation
FlashMarkets: An Interactive ConversationChristopher Carfi
 
Branding Yourself Strategically
Branding Yourself StrategicallyBranding Yourself Strategically
Branding Yourself StrategicallyChristopher Carfi
 
Flashmarkets - Socon09 Keynote
Flashmarkets - Socon09 KeynoteFlashmarkets - Socon09 Keynote
Flashmarkets - Socon09 KeynoteChristopher Carfi
 
Cerado Certification Marketing Process
Cerado Certification Marketing ProcessCerado Certification Marketing Process
Cerado Certification Marketing ProcessChristopher Carfi
 
Online Identity And Reputation: An Introduction
Online Identity And Reputation: An IntroductionOnline Identity And Reputation: An Introduction
Online Identity And Reputation: An IntroductionChristopher Carfi
 
The Business Blogging Field Guide
The Business Blogging Field GuideThe Business Blogging Field Guide
The Business Blogging Field GuideChristopher Carfi
 
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a BlogBusiness Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a BlogChristopher Carfi
 

More from Christopher Carfi (17)

You Must Be Present To Win
You Must Be Present To WinYou Must Be Present To Win
You Must Be Present To Win
 
Swipp plus overview for marketers
Swipp plus overview for marketersSwipp plus overview for marketers
Swipp plus overview for marketers
 
Swipp Age of Social Intelligence
Swipp Age of Social IntelligenceSwipp Age of Social Intelligence
Swipp Age of Social Intelligence
 
Social Business 2012
Social Business 2012Social Business 2012
Social Business 2012
 
An Ant's Eye View of SXSW 2011
An Ant's Eye View of SXSW 2011An Ant's Eye View of SXSW 2011
An Ant's Eye View of SXSW 2011
 
FlashMarkets: An Interactive Conversation
FlashMarkets: An Interactive ConversationFlashMarkets: An Interactive Conversation
FlashMarkets: An Interactive Conversation
 
Branding Yourself Strategically
Branding Yourself StrategicallyBranding Yourself Strategically
Branding Yourself Strategically
 
Scanaroo Datasheet
Scanaroo DatasheetScanaroo Datasheet
Scanaroo Datasheet
 
Scanaroo Overview
Scanaroo OverviewScanaroo Overview
Scanaroo Overview
 
Flashmarkets - Socon09 Keynote
Flashmarkets - Socon09 KeynoteFlashmarkets - Socon09 Keynote
Flashmarkets - Socon09 Keynote
 
The Six Kinds Of Free
The Six Kinds Of FreeThe Six Kinds Of Free
The Six Kinds Of Free
 
Vrm Overview May2008
Vrm Overview May2008Vrm Overview May2008
Vrm Overview May2008
 
VRM Workshop Feb2008
VRM Workshop Feb2008VRM Workshop Feb2008
VRM Workshop Feb2008
 
Cerado Certification Marketing Process
Cerado Certification Marketing ProcessCerado Certification Marketing Process
Cerado Certification Marketing Process
 
Online Identity And Reputation: An Introduction
Online Identity And Reputation: An IntroductionOnline Identity And Reputation: An Introduction
Online Identity And Reputation: An Introduction
 
The Business Blogging Field Guide
The Business Blogging Field GuideThe Business Blogging Field Guide
The Business Blogging Field Guide
 
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a BlogBusiness Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
 

Recently uploaded

2024.03 Strategic Resources Presentation
2024.03 Strategic Resources Presentation2024.03 Strategic Resources Presentation
2024.03 Strategic Resources PresentationAdnet Communications
 
India Economic Survey Complete for the year of 2022 to 2023
India Economic Survey Complete for the year of 2022 to 2023India Economic Survey Complete for the year of 2022 to 2023
India Economic Survey Complete for the year of 2022 to 2023SkillCircle
 
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.KumarJayaraman3
 
Contracts with Interdependent Preferences
Contracts with Interdependent PreferencesContracts with Interdependent Preferences
Contracts with Interdependent PreferencesGRAPE
 
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTESACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTESKumarJayaraman3
 
Mphasis - Schwab Newsletter PDF - Sample 8707
Mphasis - Schwab Newsletter PDF - Sample 8707Mphasis - Schwab Newsletter PDF - Sample 8707
Mphasis - Schwab Newsletter PDF - Sample 8707harshan90
 
Taipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
Taipei, A Hidden Jewel in East Asia - PR Strategy for TourismTaipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
Taipei, A Hidden Jewel in East Asia - PR Strategy for TourismBrian Lin
 
Introduction to Entrepreneurship and Characteristics of an Entrepreneur
Introduction to Entrepreneurship and Characteristics of an EntrepreneurIntroduction to Entrepreneurship and Characteristics of an Entrepreneur
Introduction to Entrepreneurship and Characteristics of an Entrepreneurabcisahunter
 
Buy and Sell Urban Tots unlisted shares.pptx
Buy and Sell Urban Tots unlisted shares.pptxBuy and Sell Urban Tots unlisted shares.pptx
Buy and Sell Urban Tots unlisted shares.pptxPrecize Formely Leadoff
 
Sarlat Advisory - Corporate Brochure - 2024
Sarlat Advisory - Corporate Brochure - 2024Sarlat Advisory - Corporate Brochure - 2024
Sarlat Advisory - Corporate Brochure - 2024Guillaume Ⓥ Sarlat
 
LIC PRIVATISATION its a bane or boon.pptx
LIC PRIVATISATION its a bane or boon.pptxLIC PRIVATISATION its a bane or boon.pptx
LIC PRIVATISATION its a bane or boon.pptxsonamyadav7097
 
RWA Report 2024: Rise of Real-World Assets in Crypto | CoinGecko
RWA Report 2024: Rise of Real-World Assets in Crypto | CoinGeckoRWA Report 2024: Rise of Real-World Assets in Crypto | CoinGecko
RWA Report 2024: Rise of Real-World Assets in Crypto | CoinGeckoCoinGecko
 
20240315 _E-Invoicing Digiteal. .pptx
20240315 _E-Invoicing Digiteal.    .pptx20240315 _E-Invoicing Digiteal.    .pptx
20240315 _E-Invoicing Digiteal. .pptxFinTech Belgium
 
Monthly Market Risk Update: March 2024 [SlideShare]
Monthly Market Risk Update: March 2024 [SlideShare]Monthly Market Risk Update: March 2024 [SlideShare]
Monthly Market Risk Update: March 2024 [SlideShare]Commonwealth
 
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptxSlideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptxOffice for National Statistics
 
Work and Pensions report into UK corporate DB funding
Work and Pensions report into UK corporate DB fundingWork and Pensions report into UK corporate DB funding
Work and Pensions report into UK corporate DB fundingHenry Tapper
 
Hungarys economy made by Robert Miklos
Hungarys economy   made by Robert MiklosHungarys economy   made by Robert Miklos
Hungarys economy made by Robert Miklosbeduinpower135
 
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
20240314 Calibre March 2024 Investor Presentation (FINAL).pdfAdnet Communications
 

Recently uploaded (20)

2024.03 Strategic Resources Presentation
2024.03 Strategic Resources Presentation2024.03 Strategic Resources Presentation
2024.03 Strategic Resources Presentation
 
Effects & Policies Of Bank Consolidation
Effects & Policies Of Bank ConsolidationEffects & Policies Of Bank Consolidation
Effects & Policies Of Bank Consolidation
 
India Economic Survey Complete for the year of 2022 to 2023
India Economic Survey Complete for the year of 2022 to 2023India Economic Survey Complete for the year of 2022 to 2023
India Economic Survey Complete for the year of 2022 to 2023
 
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
 
Contracts with Interdependent Preferences
Contracts with Interdependent PreferencesContracts with Interdependent Preferences
Contracts with Interdependent Preferences
 
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTESACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
 
Mphasis - Schwab Newsletter PDF - Sample 8707
Mphasis - Schwab Newsletter PDF - Sample 8707Mphasis - Schwab Newsletter PDF - Sample 8707
Mphasis - Schwab Newsletter PDF - Sample 8707
 
Taipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
Taipei, A Hidden Jewel in East Asia - PR Strategy for TourismTaipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
Taipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
 
Introduction to Entrepreneurship and Characteristics of an Entrepreneur
Introduction to Entrepreneurship and Characteristics of an EntrepreneurIntroduction to Entrepreneurship and Characteristics of an Entrepreneur
Introduction to Entrepreneurship and Characteristics of an Entrepreneur
 
Buy and Sell Urban Tots unlisted shares.pptx
Buy and Sell Urban Tots unlisted shares.pptxBuy and Sell Urban Tots unlisted shares.pptx
Buy and Sell Urban Tots unlisted shares.pptx
 
Sarlat Advisory - Corporate Brochure - 2024
Sarlat Advisory - Corporate Brochure - 2024Sarlat Advisory - Corporate Brochure - 2024
Sarlat Advisory - Corporate Brochure - 2024
 
LIC PRIVATISATION its a bane or boon.pptx
LIC PRIVATISATION its a bane or boon.pptxLIC PRIVATISATION its a bane or boon.pptx
LIC PRIVATISATION its a bane or boon.pptx
 
RWA Report 2024: Rise of Real-World Assets in Crypto | CoinGecko
RWA Report 2024: Rise of Real-World Assets in Crypto | CoinGeckoRWA Report 2024: Rise of Real-World Assets in Crypto | CoinGecko
RWA Report 2024: Rise of Real-World Assets in Crypto | CoinGecko
 
20240315 _E-Invoicing Digiteal. .pptx
20240315 _E-Invoicing Digiteal.    .pptx20240315 _E-Invoicing Digiteal.    .pptx
20240315 _E-Invoicing Digiteal. .pptx
 
Monthly Market Risk Update: March 2024 [SlideShare]
Monthly Market Risk Update: March 2024 [SlideShare]Monthly Market Risk Update: March 2024 [SlideShare]
Monthly Market Risk Update: March 2024 [SlideShare]
 
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptxSlideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
 
Work and Pensions report into UK corporate DB funding
Work and Pensions report into UK corporate DB fundingWork and Pensions report into UK corporate DB funding
Work and Pensions report into UK corporate DB funding
 
Hungarys economy made by Robert Miklos
Hungarys economy   made by Robert MiklosHungarys economy   made by Robert Miklos
Hungarys economy made by Robert Miklos
 
Commercial Bank Economic Capsule - March 2024
Commercial Bank Economic Capsule - March 2024Commercial Bank Economic Capsule - March 2024
Commercial Bank Economic Capsule - March 2024
 
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
 

Marketing - Ways To Increase The Value Of Your Certification

  • 1. December, 2006 Christopher Carfi Cerado, Inc. Marketing—Ways To Increase the Value Perception for Your Certification
  • 2.
  • 3. Quick Background Co-Founder, Cerado Win/Loss Analysis, Competitive Intelligence, Business Blogging http://www.cerado.com Creator, Haystack TM Networking Serious social networking for businesses and associations http://haystack.cerado.com Editor, The Social Customer Manifesto weblog “ Best CRM Weblog,” SearchCRM.com http://www.socialcustomer.com
  • 4. The Evolution of Marketing Source: John Hagel Affiliate – Mobilize third parties, including other customers, to become even more helpful to the people with whom you interact Isolate – Enter into a direct relationship with the customer and, wherever possible, remove all third parties from the relationship Assist – The most powerful way to attract people is to be as helpful and engaging with them as possible – this requires a deep understanding of the various contexts in which people might use your products and a willingness to “co-create” products with customers Inhibit – Make it as difficult as possible for the customer to compare your product or service with any other options Attract – Create incentives for people to seek you out Intercept – Target and expose customers to your message wherever you can find them NOW – The “Three A’s” THEN – The “Three I’s”
  • 6.
  • 7.
  • 8. What's Happening: Sales photo credit: gizmodo Key point 1 : Salepeople no longer have an informational advantage over their customers Key point 2 : Customers trust “someone like me” (e.g. TripAdvisor) Key point 3 : The rise of the “biz-sumer”
  • 9.
  • 10.
  • 11. Marketing Tactics – Online, Offline
  • 12.
  • 13.
  • 14.