PERSONALISED WEB
19 February 2009
Ideas and questions to differentiate
Ged Carroll, Head of digital EMEA your offering
– Waggener Edstrom Worldwide

In this presentation
The digital consumer Where is the value?
Customisation Net Promoter
Niches Personalised content
Experiences Different markets
UGC -> perfect knowledge Experiences:
Holiday marketing Unique
Insights Authentic
Intangible
Questions
| 2 | 13 January 2008 | Trainer/s: AN Other, Job title and company

The digital consumer
| 3 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Customisation
Growth area
There are 48,000 permutations
per model of Volvo car
Online: my media, my
shopping - my way
Bespoke is no longer the
prerogative of the rich
| 4 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Niches
The long tail
Web is a global
marketplace
I can find what I want
If you don’t give it to me
someone else will
| 5 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Experiences
Consumers are better
off than they’ve ever
been
Looking for new
experiences
Holidays more important
to British people than love
or children (Kayak)
New ways of sharing
experiences
| 6 | 13 January 2008 | Trainer/s: AN Other, Job title and company

UGC -> perfect market knowledge
Consumers can make Perfect knowledge
informed decisions Easily commoditised
Price comparison sites services
Recommendation services Global competition
Content discovery
UGC
| 7 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Holiday marketing
| 8 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Food for thought
| 9 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Insights
| 10 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Insights
All of these sources of How does your prices
information that compare with their
travellers use can be perceptions
sources of insight for Who do they think your
you: establishment is aimed at?
What do they like and
What do you do right?
dislike about similar
What do you do wrong? establishments?
What do customers What are their interests?
particularly value?
| 11 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Focused insight
Net Promoter: fast
feedback, 3 questions
On a scale of 0 to 10, with
10 being highest, how
likely are you to
recommend our hotel?
Why did you give us that
score?
What can we do to
improve that?
| 12 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Focused insight continued
Promoters (9-10 rating)
Passives (7-8 rating)
Detractors (0-6 rating).
Promoters% - Detractors
% = Net Promoter score
75% is considered a good
performance
| 13 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Personalised content
| 14 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Different markets
| 15 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Experiences
Highlight what makes
your service unique
Use the same social media Personal
as your customers
Provide this perception in Unique
your own voice: people
trust people like us – this
doesn’t need to be the boss
Remember you can Intangible
communicate ambience
| 16 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Just an idea
| 17 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Just an idea
| 18 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Just an idea
| 19 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Just an idea
| 20 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Thanks for your time
I hope the presentation was insightful,
informative and helpful.
renaissancechambara.jp
All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any
means, electronic or mechanical, including photocopy, recording or any information storage and retrieval
system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009.
| 21 | 13 January 2008 | Trainer/s: AN Other, Job title and company

Bibliography
The Long Tail: why the
future of business is
selling less of more –
Chris Anderson
Answering the Ultimate
Question: How Net
Promoter can transform
your business – Richard
Owen & Laura Brooks
| 22 | 13 January 2008 | Trainer/s: AN Other, Job title and company