Social commerce


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Social commerce

  1. 1. The Amaté platform Social Commerce April 10, 2016 - Preliminary Draft -
  2. 2. I. Definitions II. Three generations III. The Experience economy IV. Customer conversations V. The Business Value Roadmap VI. New business models VII. Impact - Telecommunications Study VIII. Impact - Printed Media Study IX. Impact - Luxury Goods Study Content CasesMethodsIntroduction
  3. 3.  The authors develop the notion of the "Innovator's DNA"? To what exactly does this refer?  Why do they argue that capitalizing on the divergent associations of their founders, executives, and employees is so important?  Peter Drucker stressed the power of provocative questions. What real life examples can you offer?  Roger Martin writes that innovative thinkers have “the capacity to hold two diametrically opposing ideas in their heads.” Can you give a pertinent example here at school  Why to the authors conclude their article with the paragraph "Practice, Practice, Practice" Content CasesMethodsIntroduction
  4. 4. “All businesses have always been social; what’s new is the set of observable behaviors and available technologies that enable businesses to leverage these to solve business problems.” Gil Yehuda Content CasesMethodsIntroduction
  5. 5. Traditional Marketing CRM Goal: Expand customer base, increase market share by mass marketing Goal: Establish a profitable, long- term, one-to-one relationship with customers; understanding their needs, preferences, expectations Product oriented view Customer oriented view Mass marketing / mass production Mass customization, one-to-one marketing Standardization of customer needs Customer-supplier relationship Transactional relationship Relational approach Content CasesMethodsIntroduction
  6. 6. "Experience is knowledge, everything else is information" -- Albert Einstein • Service economy – value comes from services embedded in the product • Pine and Gilmore argued that differentiation today comes from creating “experiences” • Starbucks, Michelin, Hermès, Apple • Companies provide “stages”, managers are “actors”, customers are active “spectators” Content CasesMethodsIntroduction
  7. 7. • Customers are not listening to what you have to say • Customers know more about your business than you do • Customers create their own experience • Customer interactions are complex and unpredictable • Customer communities are where the knowledge is. Esteban Kolsky
  8. 8. Esteban Kolsky Content CasesMethodsIntroduction
  9. 9. Esteban Kolsky Content CasesMethodsIntroduction •Understand the concept of an Experience Continuum •Deploy the internal, external, and hybrid communities to close the loop. •Design end-to-end processes while ensuring that there are feedback •Analyze the feedback collected, create actionable insights, implement the necessary changes.
  10. 10. • Disti Engagement • Disti PAM Engagement • SMB Engagement Challenges Skills Roadmap How effectively will you tell this story to your business partners? • A story begins with conflict •What business problems are we trying to solve •Transform a conflict into opportunity? • Why does this situation exist? •What knowledge and skills are missing? • Who are the heros of this story? • How does changing the roles move this story forward? •Is it a question of people, process or technology? •What is the next step? Content CasesMethodsIntroduction
  11. 11. • Disti Engagement • Disti PAM Engagement • SMB Engagement Sources ? Results ? Metrics ? Where does this story start? • Where does value come form? •Do your sponsors believe in people , process or technology? •This is your value lever • Where are they looking for proof of concept? •With individuals, with teams or with customers? •This is where you need to focus • How do they qualify success? •Efficiencyt, utilization, passion? •This is your happy end The Business Value Matrix™ Content CasesMethodsIntroduction
  12. 12. • Close Management • Disti Performance Management • CPE • Voice of the Field/Partner • Inventory/Forecasting • Process Improvements • Channel Incentives • Readiness • Channel Health • Sales support/promos Can you weave a silver thread into their success story? Conflict Characters Storyline • What proof do we have that they a problem? •What are they saying precisely? •This is where your story needs to start • What skills and knowlege are holding them back ? • What is your role in this story ? •Tranform your attributes into benefits • What is the frame of this story? • What does the hoziron look like? •Is your role as a visionary, consultant or helping hand? The Business Value Roadmap™ Content CasesMethodsIntroduction
  13. 13. Blind trust "Seeing is believing" Trustworthiness Personal or product based reputation Contextual trust What works in a special context Referred trust Relying on the opinions of those we admire Vanessa Hall - The Truth About Trust in Business Content CasesMethodsIntroduction
  14. 14. Geographical Social Longitude Experience Latitude Networks Altitude Events How do we take social context into account? Content CasesMethodsIntroduction
  15. 15.  KLM has sought to differentiate itself by offering a superior customer experience  Strategy of “Circle of Contacts” to make its customer relationships as intimate as possible  Facebook + Twitter = KLM Surprises and Fly2Miami  Staff of 16, 230 000+ fans, wide press coverage Content CasesMethodsIntroduction
  16. 16.  The size of the fashion industry in India has been estimated in the USD Billions  Voonik recommends personalised fashion based on what customers like and dislike  A Tinder for fashion - 10,000+ downloads a month Content CasesMethodsIntroduction S. Aijaz
  17. 17.  Finnish maker of fine cutting tools  Customer communities of crafting enthusiasts have transformed the way this 300-year-old company does business.  Brings customers into the product development process  Fiskars also leverages these groups of advocates to market to small retailers  Virtual + Real events – 6000 members Content CasesMethodsIntroduction
  18. 18.  Wooplr leverages human interactions for its product recommendation platform.  “Genuine recommendations from genuine people”  Hyperlocal discovery - the best places to eat and shop in the local proximity Content CasesMethodsIntroduction S. Aijaz
  19. 19.  The Guardian- founded in Manchester over 150 years ago  Threat of the Internet – consistently lost money over the last decade  The Internet itself serves as a metaphor in helping consumers make better decisions  “The real measure of our success is what the industry can create. Not what we can cut.” Open Platform Case Study Content CasesMethodsIntroduction
  20. 20.  Moving from design to the store front in less than three weeks  Benneton, H&M, Topshop, Wet Seal, Zara  Collaborative design, social CRM, electronic store fronts  Fast fashion retailer Wet Seal used their technology platform to help their customers create 50 000 garment designs over the past two years Content CasesMethodsIntroduction