After a very long flight, I’m in LA for Forrester’s Marketing Forum, which kicks off on Tuesday.Where one of my very pleasurable ‘duties’ will be a Q&A of main stage speaker Casey Jones.Casey Jones is VP of Global Marketing for Dell and mastermind of the recent consolidation of Dell’s agency business with WPP.
Casey wants to set a new standard for integrated communications. See his FM interview from before and after taking the Dell job.
Earlier this year, Pete Kim and I published“The Connected Agency”, which looked at the future of advertising agencies.The idea was to get people talking…and that it did.
Since the piece came out, I’ve hosted a couple of Agency breakfasts, both here in Paris and in London.And have also been invited to exchange with some agency teams.Every time, the conversation was lively, interesting.
Like my flights to and from Barcelona, this blog post is rather late...
On Friday morning, I spoke about the need for us to reconsider customers on a social level. As marketers, we find ourselves relying more and more on consumers to impact others in their purchase decisions. Evaluating customers based only on their business or financial value - such as my much-loved Life Time Value, or an operation's ROI - is *has been*.
I called for marketers to integrate a second dimension - the social value - into their thinking. What's social value? I've simplified it into 3 components:
1) A customer's knowledge and involvement - in short, his level of expertise and interest in the category and brand.
2) How he participates, and the value of his connections - what social activities is he involved with (both on and offline) and where (on what networks is he active). The value refers to the value of the connections themselves: are the communities more tightly-knit or diffused, are they public or more intimite.
3) The number of contacts the customer has in each network.