Boosting your online salesSNSbank.nlDennis.Pereira@sns.nlHead of E-Commerce

Old school…B2C

The new realityB2C => B2C + C2C

C2C is about customers sharing experiencesUser generated contentRecommendation enginesVirtual worldsSocial networksCrowd sourcingCustomer ratings and reviewsBlogsWikisPersonal Assistants

C2C is about Social MarketingSource: Forrester Research, 2007

Social Marketing in a C2C-contextMarketing as conversation: listen, facilitate and create advocacy. Co-creating experiences with consumers instead of pushing messages at customersMarketing message distribution: timing, context and relevanceMarketing + Math: webanalytics, behavorial targetingMind the gap: consumption and spending patterns digital mediaMarketing organisation: the right talent and a progressive cultureMarketing network: partnerships and collaborationMarketing will be about leveraging and activating consumer groups – turning consumers into prosumers. Dave Morgan – Founder of Tacoda

Customer engagementSource: Forrester Research, 2007

C2C is about the Customer in ControlITUNESPODCASTS2,000 hours available dailyRADIO327k of daily hours airtimeBLOGS1.2 million created dailyEMAILS1.8 billion sent dailyONLINE SEARCHES 200 million dailyMYSPACE50 milliondaily visitorsMAGAZINES14,703 articles dailyVIRTUAL WORLDS672 hours dailyTV42,000 hours daily MOBILE PHONE SUBSCRIBERS388 million hours dailyNEWSPAPERS72,800 daily columnsITUNESVIDEOCASTS200 hours dailyTEXT MESSAGES260 million dailyINSTANT MESSAGES5 billion daily

C2C Banking

universal search

Social Network Comparison (comScore U.S.)High growth rate of Social NetworksThe same aggregate traffic as Google

Consumers never walk alone

The Environment Has ChangedIn a Typical Week, How Many Hours Do You Spend Doing the Following?■Percent of ad spending on each media type in 2007■ Percent of total media time individuals spend with each media type in a typical weekBase: US adultsSource: Forrester Research, 2007

The Internet has already surpassed television as the "most essential" medium by people 12 – 44.Edison Media ResearchThe Environment Has ChangedIn a Typical Week, How Many Hours Do You Spend Doing the Following?■Percent of ad spending on each media type in 2007■ Percent of total media time individuals spend with each media type in a typical weekBase: US adultsSource: Forrester Research, 2007

Virtual WarmthAlways respect the contextRealize solutionsFacilitate a continuous online dialogueOffer integrated supportCreate a positive brand experienceFrom surfing to usingFrom information to valueFrom sending to dialogueFrom hierarchy to networkFrom structure to dynamicsWhere Everybody Knows Your NameSource: Info.NL 2007

Case 1: Live@dvice

Case 2: effect testing

The holistic approach on effect testingWeb analyticsExpert reviewsMultivariate testingA/B TestingBusiness IntelligenceUsability testingOnline surveysFocus groups

Short pageMultivariate testing

Multivariate testingLong pageFigureContent lengthText & ButtonContent length

Multivariatie testenVariations

Multivariate testingOptimalisation target

Multivariate testingBest result

Multivariate testingResults+12.1%ShortBest

Multivariate testingResults+27.8%BestLong

Case 3: behavorial targeting

Without personalisationOriginPersonalisation: origin as a starting point

OriginWith personalisationBestel NuSpaar extra voordeligPersonalisation: origin as a starting point

Usability testing

Tomorrow morning starts todayBuild consumer insights: real-time behavorial patternsMake consumers your advocatesUse predictive toolsDigital and interactive are core capabilitiesDevelop an Internet ScorecardEstablish marketing, media and technology partnerships

Keep it simpleWhat if Microsoft had designed the Ipod?