: The FUTURE Kunnskapstinget, 22. september 2009 [email_address] Twitter: lhhusom LinkedIn: Leif Henrik Husom
We are EXPOSED to ”millions” of TOUCHPOINTS creating our platform for attitude and choice.
Marketing and advertising from dozen of providers
Journalists and media providing you with facts, hints, advice and inspiration
Consumer-portals try to help you behave rationally
Direct sales through TM and professionals in a shop
From your daily experience as user of a product or service
When you are actively looking for information on the net
Or meet someone you did not expect (i.e. pop-ups)
Through the invoice
Word-of –mouth sharing our experiences with friends and family
Help-desk or customer service
When we read blogs and references to people sharing positives or negatives in the public space
From watch-dogs: authorities and government
The myriad of social medias PROVIDES great POSSIBILITIES – but requires higher PRECISION
The human brain is developed over 500 million years.
It is 99,4% GENETIC SIMILARITY between us and a monkey: We ARE MONKEY 2.0!
Efficient marketing: ”The chase for conscious or unconscious positive associations”.
When we have so much to choose from… and we are all the centre of our own lives… we have to realize that ”my category” represents a VERY SMALL portion of the consumers daily life
Consequence: Extremely necessary to ”hit the bulls-eye”
Trends and changes: ”It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change” - Charles Darwin Change Culture People Politics Technology Demographics
Demographic changes…. Large changes in the population… The Grown-Up Consumer! Increase of single households Girl Power!
Technology changes…. (in a consumer relevant perspective) Web / Enterprise 2.0 Everything Availabile Everywhere The Digital Home ” What would fit into a building 25 years ago, fits in a pocket today. What fits in a pocket today will fit in a blood-cell 25 years from now…”
People: All scientific consumer research shows we are driven by 4 basic motives! Learning Security Belonging Acquiring Two more..? Entertainment Beauty t
Cultural changes From materialism back to more idealism The protective consumer The influencing consumer The trans-cultural consumer The activist consumer
Social Media usage among Norway enterprises? Highlights: Dataforeningens survey august2009 (236 respondents)
In 3 out of 4 enterprises, the management has discussed use and presence of social media
6 out of 10 has decided to use social medias. 2 out of 10 wants to do further research and analysis
85% says their social media strategy is not fully implemented
56% has not established rules of conduct for employee usage of social medias
Higher usage from enterprises that has….
1 out of 3 claims that the management does not understand new medias and possibilities. 1 out of 4 fully agrees that top management supports employee usage of social medias
2 of 10 agrees that use of social media during work-time is unproductive… 1 out of 10 do fully agree that use of social media represents a security risk
1 of 3 agrees that their enterprise wants to be leading in usage of social medias, and 2 out of 3 agrees that enterprises without a strategy for social media will face problems
1 of 3 expects their business partner that their business-partners is active with social medias. 4 of 10 enterprises find it important that employees are visible in professional networks
2 of 3 agrees that employees do represent their company when social medias is used privately
Most important usage areas for social medias today: 4 2% 33% Ca. 20% 24% 27% 21% 18% 10% 24% 18% 11% 10% General marketing / profiling Word-of-mouth surveillance Competetive intelligence 1-1 marketing & Customer dialogue
Hig increase in 2010! Hovedfunn fra Dataforeningens undersøkelse august2009 Strong increase: 1,4-1,8X Mer enn dobling: 4 dobling: Strong increase: 1,7-1,8X Dobling: Strong increase: 1,7-1,9X 4 dobling: Dobling: More than doubling: General profiling / marketing 1-1 marketing & Customer dialogue Recruitment Suveys
10 easy rules for efficient use of social medias Basic principles for marketing, communication and dialogue on-line is NOT different from off-line If the business concept, strategy or marketing does not work analog – it most likely will not work digitally either Do you regard Internet and use of social medias as a platform for enterprise development or as a media channel?
Norway enterprises are well prepared and has high hopes taking social medias in use in 2010. Will they succeed?
( 1) Understand the consumers and your customers!
(2) Objectives and training – management paradigm change
(3) Even though the new is cool – it got to work with the old
(4) Be relevant. Strengthen your enterprise core strategy and values
(5) Keep content alive
(6) Involve – not communicate
(7) Listen – don’t shout
(8) The medium is the message
(9) Create guidelines and rules of conduct
(10) Be honest!
Jens Stoltenberg (Norway prime minister): (14.09.09 – victory speech after 2009 election)
” We won the election on net. We made a tremendous effort by using Facebook, Twitter and social media tools. We managed to bridge the traditional and the new”.