Building Digital Relationships

How will your customer contact you today? In the store, via the phone, on your web site, read a tweet, friend you on Facebook? There is no way to know. Building Digital Relationships gives your audience the keys to unlock the mystery of how to connect with customers online. While face to face isn’t going away, businesses that don’t have an effective online relationship strategy are being left behind.Terry can educate your audience in all phases of the digital conversation from search to social media, using real world examples drawn from his long experience in the on-line world.

You can't just demand people's money! You have to carefully build a relationship with a prospect to turn them into a customer and then a long term customer. Terry's keynote takes audiences through the stages of digital relationships so they can redesign their customer processes for the digital age.

*Social Media *

Is key to building digital relationships. Terry will explain

• Now that I have 5,000 friends, what do i do with them?
• What are companies working on in Social and what should they be working on?
• How to compare social and mobile commerce
• How the social feedback loop improves produce consideration
• How social has made very sales channel a service channel
• How twitter will change your customer service rules
• How twitter and facebook can revolutionize your product research
• How you should organize for social media
• Why you should do the "DUH" stuff first!

Stages of digital relationships

• Attraction - Search, Facebook, Twitter are today what Network TV advertising used to be.
• Terry explains how to be 'found' via these new media, and how to think like a customer to be an expert in search.
• Curiosity - Giving people what they can't get in the physical world will make them curious to see your site. Travelocity invented seat maps and farewatcher emails which created tremendous buzz and visits.
• Exploration - Make it easy for customers to explore your site. Keep it simple. Look at Kayak vs Travelocity!
• Learning - People come to the web first to learn. Make it easy for them, give them bite sized peices of product information, just in time. Show them comparisons, photos and simple videos.
• Trust - Building trust is key in the digital age. Big brands are great, but customers today trust people they haven't met on the web more than they trust a brand. Get reviewed! Put up testimonials. Get your Facebook friends to talk about your company.
• Return - Once they are a customer now you can get them to return. Email is stil the most effective means. Terry gives great examples of how to craft your email campaigns.
• Deepen - Make your product part of the customer's process. HP has done that with automatic ink reording when your printer runs out. Amazon has subscription diapers. Southwest airlines has 'DING"
• Rekindle - Your database should tell you when your customer hasn't shown up for a while. Reach out to them via email and the phone and bring them back, it is so much cheaper than finding another customer.

Terry will also cover:

• How to listen to the customer in a new way
• How to experiment and fail fast
• How to organize for success in a multi channel world
• How to do more with less

The Business of Innovation

The business of innovation explains real world innovation. This is not an academic exercise but a keynote filled with real world examples drawn from Terry's long experience with innovation in companies large and small.

Terry will cover:

• Where the best ideas originate in a company.
• How to create a culture of innovation.
• How to experiment and be ok with failure.
• How to kill a project not a person.
• How to fail fast and adapt.
• How to play to your strengths.
• How to build a 21st century team.
• What are two pizza teams?
• How to listen in a new way.
• How to do more with less.
• How to look beyond what is immediatly apparent.
• Why there is more than one right answer.
• How to review ideas effectively.
• Can you go with your gut?

If the audience is composed of a large company (or companies) Terry will add his section on "Innovation in a large corporation". Drawn from his experience in building Travelocity.com inside American Airlines, Terry will cover:

• Building a separate organization to keep the idea alive.
• Providing effective air cover for a new idea.
• Building the right team and mixing internal and external staff.
• "Thinking outside the building" is moving out the right idea?
• Funding to keep the vultures away.
• If you can't have Venture Capitalists, how do you use their ideas?
• "The spirit of small, the power of all"