Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement
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Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement

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Presentation by Richard Sedley (Foviance) for the first edition of Fusion Marketing Experience - #fusionmex - organized March 23, 2011 in Brussels.

Presentation by Richard Sedley (Foviance) for the first edition of Fusion Marketing Experience - #fusionmex - organized March 23, 2011 in Brussels.

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  • Full Name Full Name Comment goes here.
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  • Arranged! Thanks, Richard
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  • J-P, please note that a couple of the credits seem to have disappeared.
    - Slides 17, 18 and 19 are from the Multichannel Challenge (see slide 21)
    - Slides 31 and 32 are from the Tomai Ahonen Almanc 2011
    - Slides 69 and 70: istockphoto
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  • WILFing – Moneysupermarket.com 2.7m – Berkley study Today people are under attack from an unlikely source: news and information they can't adequately process. According to an international study people aged 18 to 34 are bombarded by news, facts and updates to the point where they now suffer from "newstritional disorder," according to anthropologist Robbie Blinkoff. 1 Common symptoms can include a diminished attention span, news fatigue, distraction, and even agitation, which can affect how people communicate in their personal and organizational relationships. 1 A study in the UK found that 51 percent of suffers admitted they are suffering from three or more symptoms, and a further 63 percent admitted to believing they may miss out on an opportunity if they log off, while 42 percent claimed they would feel unwanted if they didn't receive regular text messages or emails. 4 With respect to insurance, there is an increasing preference for buying all savings and investment products from the same provider, particularly amongst Anglophone consumers. 2 May 2008, Intel announced they believe that Moore’s Law would continue to hold until 2029, meaning that the price of new technologies will continue to fall, facilitating their swift adoption into mainstream applications ABI research estimates netbooks could reach 35m sales in 2009 (139m by 2013 – canibalising sales of laptops “ The potential to develop a converged mobile product, which would sell between US$100.00 to US$200.00 is less than 12 months away. … Marvell Technology, Dec 2008 Tagging makes us less likely to remember
  • WILFing – Moneysupermarket.com 2.7m – Berkley study Today people are under attack from an unlikely source: news and information they can't adequately process. According to an international study people aged 18 to 34 are bombarded by news, facts and updates to the point where they now suffer from "newstritional disorder," according to anthropologist Robbie Blinkoff. 1 Common symptoms can include a diminished attention span, news fatigue, distraction, and even agitation, which can affect how people communicate in their personal and organizational relationships. 1 A study in the UK found that 51 percent of suffers admitted they are suffering from three or more symptoms, and a further 63 percent admitted to believing they may miss out on an opportunity if they log off, while 42 percent claimed they would feel unwanted if they didn't receive regular text messages or emails. 4 With respect to insurance, there is an increasing preference for buying all savings and investment products from the same provider, particularly amongst Anglophone consumers. 2 May 2008, Intel announced they believe that Moore’s Law would continue to hold until 2029, meaning that the price of new technologies will continue to fall, facilitating their swift adoption into mainstream applications ABI research estimates netbooks could reach 35m sales in 2009 (139m by 2013 – canibalising sales of laptops “ The potential to develop a converged mobile product, which would sell between US$100.00 to US$200.00 is less than 12 months away. … Marvell Technology, Dec 2008 Tagging makes us less likely to remember
  • The science of persuasion
  • WILFing – Moneysupermarket.com 2.7m – Berkley study Today people are under attack from an unlikely source: news and information they can't adequately process. According to an international study people aged 18 to 34 are bombarded by news, facts and updates to the point where they now suffer from "newstritional disorder," according to anthropologist Robbie Blinkoff. 1 Common symptoms can include a diminished attention span, news fatigue, distraction, and even agitation, which can affect how people communicate in their personal and organizational relationships. 1 A study in the UK found that 51 percent of suffers admitted they are suffering from three or more symptoms, and a further 63 percent admitted to believing they may miss out on an opportunity if they log off, while 42 percent claimed they would feel unwanted if they didn't receive regular text messages or emails. 4 With respect to insurance, there is an increasing preference for buying all savings and investment products from the same provider, particularly amongst Anglophone consumers. 2 May 2008, Intel announced they believe that Moore’s Law would continue to hold until 2029, meaning that the price of new technologies will continue to fall, facilitating their swift adoption into mainstream applications ABI research estimates netbooks could reach 35m sales in 2009 (139m by 2013 – canibalising sales of laptops “ The potential to develop a converged mobile product, which would sell between US$100.00 to US$200.00 is less than 12 months away. … Marvell Technology, Dec 2008 Tagging makes us less likely to remember
  • TRAIT TWO: INCREASED EMPLOYEE EXPECTATION They want everything and they want it now. If you can’t provide it they’ll find it elsewhere. People want the facility to streamline or elaborate; someone else to do the work for them; and ultimately a simpler and easier life. Google is the exemplar of this idea. Ubiquity of broadband Half second to establish credibility and 4 seconds to establish value
  • The science of persuasion
  • The science of persuasion
  • First comes love… Always by my side… My concierge My coach My court jester My magic wand…
  • The science of persuasion
  • The science of persuasion
  • The science of persuasion
  • First comes love… Always by my side… My concierge My coach My court jester My magic wand…
  • The science of persuasion
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • Games are excellent at manipulating behaviour Use of variable reinforcement schedules Small or large outcomes without being able to predict what action is going to be able lead to that outcome Random reinforcement
  • The systems and features. The techniques used to engage in games and gaming can be used to create behaviour change.
  • The power of completing a set
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • INCLUDE POSITIONING FROM PREVIOUS EVENTS
  • The science of persuasion

Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement Presentation Transcript

  • 1. Richard Sedley @RichardSedley #fusionmex
  • 2. Stick your name on a piece of paper and make an aeroplane please.
  • 3. Richard Sedley Commercial Director Foviance Course Director for Social Media Chartered Institute of Marketing
  • 4.  
  • 5.
    • Three challenges
    • Three approaches
    • Three opportunities
    • Three tips
    The next 35 minutes… + The two most important channels
  • 6. The aggregated experience a customer has of a brand gained from all interactions across managed and unmanaged touch-points, for the duration of that relationship MULTI-CHANNEL EXPERIENCE
  • 7. Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service) CUSTOMER ENGAGEMENT
  • 8. How well integrated are different channels into your overall customer experience strategy Foviance/Econsultancy Multichannel Customer Experience Report Dec. 2010
  • 9. How important is a joined-up multichannel customer experience to you organisation? Foviance/Econsultancy Multichannel Customer Experience Report Dec. 2010
  • 10. Which touch-points does your organisation use to communicate directly with customers? Foviance/Econsultancy Multichannel Customer Experience Report Dec. 2010 8 touch-points
  • 11. 1. Three challenges
  • 12.  
  • 13.  
  • 14.  
  • 15. 2. Three approaches
  • 16. Approaches to multichannel Choosing your channels 1
  • 17. Strategic criteria for channel change & adoption Cost Access Experience The Multichannel challenge : Wilson, Street and Bruce Insights Pre-emptive strike
  • 18. Multichannel diagnostic tool Eight questions for each domain Risks: Low exposure to high exposure 5 – 4 – 3 – 2 – 1 – 0 The Multichannel challenge : Wilson, Street and Bruce Overview Experience Access Cost Is there a clear & explicit multichannel management policy, compiled centrally and under coordinated governance? Does the organisation present ‘one face’ to the customer across internal operations and with partners in the channel? Are there any target customer segments that are difficult to reach with the current channel approach? Is your cost to serve key customer groups high relative to competition? Are there significant market shifts that demand a channel reappraisal? Is a consistent experience being delivered multichannel? Is effective use being made of social media to access new customer segments? Is there any customer segment which cannot be addressed economically because of cost? Is the organisation insufficiently differentiating between customers in deciding how to treat them when they are in contact with the business? How well defined and implemented is the incentive and measurement system that supports the target experience? Is there an unfulfilled customer demand for service? This could be evident in feedback, customer friction or enquiries. What competitive exposure is there to significant reductions lower-cost channels?
  • 19. Multichannel diagnostic tool Overview domain The Multichannel challenge : Wilson, Street and Bruce
  • 20. Approaches to multichannel Designing your channels 2
  • 21. Channel chains for designing effectiveness The Multichannel challenge : Wilson, Street and Bruce
    • Initiate dialogue
    • Exchange info
    • Purchase
    • Delivery
    • Service
    Vs. Banner Ads Website Website Leaflets Email Post Post Store (collection) Post Service centre Post Service centre Store
  • 22. Segmented personas Emotional bi-polar response testing
  • 23. Approaches to multichannel Planning your channels 3
  • 24. Social channels Offline Website Metrics Metrics Metrics Objective Phases Micro Macro Time 25 phone calls 500 views 30 form completions
  • 25.  
  • 26. 2. Why social and mobile are important
  • 27. Question What % of global users access the Internet via a mobile device? 20% PC only 31% mobile device only 49% both mobile & PC Tomai Ahonen Almanac 2011 80% }
  • 28. Three reasons why the future of engagement is social Here be your customers… Social activates multichannel… From trust to social reliance…
  • 29. 100,000 mobile fan club members generated 13m Euros
  • 30. Mobile is NOT the dumb Internet Tomi Ahonen
  • 31. Seven mass medias
    • Print from 1500s
    • Recordings from 1900s
    • Cinema from 1910s
    • Radio from 1920s
    • TV from 1950s
    • Internet from 1990s
    • Mobile from 2000s
  • 32. Eight unique benefits of the 7th mass media
    • Mobile is first personal mass media channel
    • Mobile is permanently carried
    • Mobile is always on
    • Mobile has built-in payment channel
    • Mobile is available at the point of creative impulse, enabling UGC
    • Mobile has most accurate audience data
    • Only mobile captures social context of media consumption
    • Mobile enables augmented reality
  • 33. Three reasons why the future of engagement is mobile First comes love… Mobile Persuasion – BJ Fogg & D Eckles edit. My magic wand…
    • Always by my side…
    • My concierge
    • My coach
    • My court jester
  • 34. Question How much revenue is generated globally through social networking? £8.6 billion 1.5x more than porn Tomai Ahonen Almanac 2011
  • 35. 2. Three opportunities
  • 36. Opportunities in multichannel Integrating the real and virtual 1
  • 37. Facebook places Foursquare Loopt Gowalla Location based services
  • 38.  
  • 39.  
  • 40.
  • 41. Stickybits.com
  • 42.  
  • 43. Opportunities in multichannel Storytelling for engagement 2
  • 44. Transmedia storytelling Telling stories across multiple platforms where each channel contributes a new story dimension
  • 45.  
  • 46.  
  • 47.  
  • 48.  
  • 49.  
  • 50.  
  • 51. Silk & Mohair Donna Karan suit
  • 52.  
  • 53.
      • PASSION to make your customers care
      • a HERO to drive the action
      • an ANTAGONIST to challenge the hero
      • a moment of AWARENESS where the hero realises how to overcome his or her obstacles
      • TRANSFORMATION wherein the hero accomplishes his or her desired goals
    Elements of a good story The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business Richard Maxwell & Robert Dickman
  • 54. Storytelling through images Some unexpected results?
  • 55. Game mechanics for flow 3 Opportunities in multichannel
  • 56. Flow
  • 57.
      • Satisfaction
    Flow
      • Skill level
      • Arousal
      • Flow
    A psychological state where a person is fully immersed and focused on an activity or task. Mihály Csíkszentmihályi
      • Boredom
      • Relaxation
      • Apathy
      • Worry
      • Control
      • Anxiety
    The guy’s name is pronounced Me-high Chick-sent-me-high
      • low
      • high
      • low
      • high
  • 58. Variable reinforcement
  • 59.
      • Engagement
    Variable reinforcement
      • Time
    Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.
      • short
      • long
      • low
      • high
      • Fixed interval
      • Regular reward
    If you knew the outcome would you play?
      • Variable intervals
      • Variable rewards
  • 60.
      • Challenges & targets
      • Scores
      • Levels
      • Badges & rewards
      • Playfulness
      • Character & story
      • Tables & charts
      • Customisation
    Game mechanics
      • Feedback & feed-forward
      • Role playing
      • Collecting
      • Chance & surprise (unpredictable reinforcement)
      • Profit & loss
      • Gradual reveal
    Can we use this stuff outside games?
  • 61. Collecting
  • 62. Ridekicks Gamify Deal machine Epicwin
  • 63.  
  • 64.  
  • 65.
      • Engagement
      • Time
      • short
      • long
      • low
      • high
      • Fixed interval
      • Regular reward
      • Variable intervals
      • Variable rewards
  • 66.
      • Fun ≠ motivation
    So what does motivate? Challenge Fear Obligation Responsibility Duty Commitment Discovery Desire…
  • 67. A B
  • 68. 2. Three experience tips
  • 69.  
  • 70.  
  • 71.  
  • 72.
      • Satisfaction
    Peak-end rule
      • Time
      • PEAK
      • END
    In a month see what you remember from this talk
  • 73. Can you hit the target with your paper aeroplane?
  • 74. Richard Sedley @richardsedley www.foviance.com if you’d like a copy of our Multichannel Customer Experience Report