“How social technologies are changing business” for Accenture

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“How social technologies are changing business”
Haha. What a joke for a title.
Let’s just say: back to basics, how to build upon the things you’re already doing.

Published in: Business, Technology

“How social technologies are changing business” for Accenture

  1. 1. “How social technologies are changing business” Haha. What a joke for a title. Let’s just say: back to basics, how to build upon the things you’re already doing.© InSites Consulting Polle de Maagt (Insites Consulting) for Accenture Conversation readiness 1
  2. 2. Hello. I am Polle de Maagt. I work at a pretty remarkable marketing research agency called InSites Consulting, trying to reach #worlddomination. We help companies change to be more about acts and conversations, less about ads. Guess that makes me a change agent.© InSites Consulting Conversation readiness 2
  3. 3. Last year, I tried to change the way people run, together with my buddies at Boondoggle and Nike. We used smart technology to help people to put some playfullness back in running, Nike+ Graffiti Challenge.© InSites Consulting Conversation readiness 3
  4. 4. But … then I fell in love with a Flemish girl, Marieke. And moved to Ghent. Probably the smartest thing I ever did. And yes, we met through the internet.© InSites Consulting Conversation readiness 4
  5. 5. Managing expectations: I only have 25 minutes. That is not enough to change the world. Let alone a company. It might not even be enough to change your mind. That isn’t even enough to tell you guys how much I appreciate Jort Possel. If you need me after this presentation, just send me an email at polle@insites.eu© InSites Consulting Conversation readiness 5
  6. 6. I am not going to insult you with fancy data about twitter growth (although I am a marketing researcher). This is just a pie chart that looks a bit like pacman. Because it’s not about twitter growth or the number of hours of video content uploaded on YouTube.© InSites Consulting Conversation readiness 6
  7. 7. It’s not about being on Facebook. Or Twitter. Yes, Twitter is huge. And Facebook even bigger. But they are both platforms, not end goals. So it really is about if and how both can help you reach your end goal. Which is most likely not about having a Facebook fan page and more about driving conversations, customer retention, sales or brand value.© InSites Consulting Conversation readiness 7
  8. 8. It’s not about being a big brand. With big brands come big problems. When it comes to connecting with consumers, real relationships work. And size, for once, doesn’t matter.© InSites Consulting Conversation readiness 8
  9. 9. And it certainly isn’t about being the first mover in adopting new technology. Mobile, augmented reality, location based services are all just awesome. And yes, there is PR-value in being the first Augmented Reality bakery in your neighborhood. But is that really what you want your consumers to talk about?© InSites Consulting Conversation readiness 9
  10. 10. Marketing is waaay to important to leave to marketeers.© InSites Consulting Conversation readiness 10
  11. 11. 1) It is about acts, not ads. 2) It is about putting customers first. 3) It is about using your unused potential. 4) It is about leveraging technology to make this all happen.© InSites Consulting Conversation readiness 11
  12. 12. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversations Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but also to your colleagues.© InSites Consulting Conversation readiness 12
  13. 13. Commit acts not ads: surprising KLM passengers. With the KLM Surprise campaign, KLM surprised customers based on their Foursquare and Twitter checkins. Talking about remarkable customer service and really understanding what their consumers are about …© InSites Consulting Conversation readiness 13
  14. 14. 1) It is about acts, not ads. 2) It is about putting customers first. 3) It is about using your unused potential. 4) It is about leveraging technology to make this all happen.© InSites Consulting Conversation readiness 14
  15. 15. Act human. We use technology to help our consumers better. But does it really work or does it backfire? Zappos does an amazing job in making technology invisible and really understanding consumers. (Thanks Steven Verbruggen for the tip!)© InSites Consulting Conversation readiness 15
  16. 16. Advocacy is the new retention is the new acquisition: Pemco’s customer service excellence. No fake promises anymore, just acts and service. At this moment, 94% of their© InSites Consulting customer stays a customer. Conversation readiness 16
  17. 17. Example? Ben & Jerry’s and Unilever engage consumers in product development and marketing. In a closed research community, we make sure 150 consumers really make the© InSites Consulting difference. Conversation readiness 17
  18. 18. 1) It is about acts, not ads. 2) It is about putting customers first. 3) It is about using your unused potential. 4) It is about leveraging technology to make this all happen.© InSites Consulting Conversation readiness 18
  19. 19. Recognize monetary value and conversation value. Recognize both monetary and conversation value.© InSites Consulting Conversation readiness 19
  20. 20. Use your unused potential: Antwerp Zoo’s cute little animals and tech-savvy employees. It brought them 300.000 extra visitors, a nomination for product of the year and the best thing … the number one carnival suit of that year.© InSites Consulting Conversation readiness 20
  21. 21. 1) It is about acts, not ads. 2) It is about putting customers first. 3) It is about using your unused potential. 4) It is about leveraging technology to make this all happen.© InSites Consulting Conversation readiness 21
  22. 22. Telenet launched a new product that wasn’t finished: Telenet Yelo, an application to watch tv anywhere. Instead of waiting for the product to be completely finished or selling something that didn’t work, they asked their customers to help to make the product better.© InSites Consulting Conversation readiness 22
  23. 23. Use smart ways of listening and improving your conversation- worthiness. Try measuring the Net Promoter Score to see how likely it is that your colleagues will recommend your company. We used this to turn a financial service provider’s customer service from -30 to -1.© InSites Consulting Conversation readiness 23
  24. 24. Il Giglio d’Oro, a simple bed & breakfast in Firenze turned every customer > advocate. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in Europe. Conversion between stumbling and endorsing.© InSites Consulting Conversation readiness 24
  25. 25. How? Sorry, there’s no golden formula. It actually is hard work. I prefer a do-and-learn-approach.© InSites Consulting Conversation readiness 25
  26. 26. Being really clear about what you want to achieve. Be sure to define what business you’re in and set clear goals.© InSites Consulting Conversation readiness 26
  27. 27. Manage change. Nope, that isn’t easy. Implementing conversations and consumer connect isn’t easy. Use different change mechanisms to gradually change the organization.© InSites Consulting Conversation readiness 27
  28. 28. 30% 48 20% 20% Act yourself. Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes Accenture or your clients more customer connected.© InSites Consulting Conversation readiness 28
  29. 29. Today’s recap is pretty simple: 1) It is about acts, not ads. 2) It is about putting customers first. 3) It is about using your unused potential. 4) It is about leveraging technology to make this all happen.© InSites Consulting Conversation readiness 29
  30. 30. Thank you. I hope I was conversation-worthy. If so: spread the word. Follow me on twitter (@polledemaagt) or just send me an email at polle@insites.eu. Download the presentation at http://polle.me/accenture2011© InSites Consulting Conversation readiness 30

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