Like Me! The Social Customer

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The social customer and its impact on Marketing and Retail, presentation at IE Business School International MBA.

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Like Me! The Social Customer

  1. 1. Like Me! The social customer and its impact on Marketing and Retail IE Business School September 20, 2011 @RafaelBonnelly
  2. 2. 2011: A new reality September 2011 IE Business School It no longer matters what you say about your brand, what matters is what consumers are saying!
  3. 3. Web 2.0: From Homo Sapiens to Homo Digitalis A cualitative leap in just 50 years IE Business School September 2011
  4. 4. 1M 100 M 1000 M 2000 M World Wide Internet Users 10M Web 2.0: Brief history of the Internet IE Business School September 2011 Software Hardware
  5. 5. Web 2.0: Mobility is the new cycle September, 2011 IE Business School Source: Morgan Stanley, Octubre 2010
  6. 6. IE Business School September 2011 Web 2.0: Social Media
  7. 7. Web 2.0: The new consumer Anybody can now create and consume content at any time and any place. IE Business School September 2011 Social Local Mobile
  8. 8. IE Business School September 2011 Web 2.0: Use of Social Media
  9. 9. Web 2.0: How to measure our social graph Level of influence of our contacts How to measure your social graph? IE Business School September 2011
  10. 10. Marketing 2.0 IE Business School September 2011 Many people still don´t know it, but… THE RULES HAVE CHANGED
  11. 11. Marketing 2.0: The new media equation IE Business School September 2011 <ul><li>WOM </li></ul><ul><li>Virality </li></ul><ul><li>Level of Noise </li></ul><ul><li>Influence </li></ul><ul><li>Recomendations </li></ul><ul><li>Links </li></ul><ul><li>Comments </li></ul>EARNED <ul><li>Television </li></ul><ul><li>Print </li></ul><ul><li>Radio </li></ul><ul><li>Webs </li></ul><ul><li>Outdoor </li></ul><ul><li>POS </li></ul>PAID OWNED <ul><li>Packaging </li></ul><ul><li>Manuals </li></ul><ul><li>POS </li></ul><ul><li>Billboards </li></ul><ul><li>Webs </li></ul><ul><li>PR </li></ul><ul><li>Email </li></ul><ul><li>Social Media </li></ul>
  12. 12. Marketing 2.0: Interaction & engagement IE Business School September 2011 <ul><li>Traditional Marketing </li></ul><ul><li>Push </li></ul><ul><li>Broadcast </li></ul><ul><li>Message oriented </li></ul><ul><li>Formal </li></ul><ul><li>Authoritary </li></ul><ul><li>Massive </li></ul><ul><li>Social Marketing </li></ul><ul><li>Dialogue </li></ul><ul><li>Interaction </li></ul><ul><li>Informal </li></ul><ul><li>People and technology dependent </li></ul><ul><li>Niche </li></ul><ul><li>Tradigital Marketing </li></ul><ul><li>Push </li></ul><ul><li>Interactive </li></ul><ul><li>Automated </li></ul><ul><li>Technology dependent </li></ul><ul><li>Massive and niche </li></ul>Less interaction More interaction TV Print Radio Outdoors Networks Communities Blogs Microblogs Banners Sites Email Search Mobile
  13. 13. Marketing 2.0: New disciplines IE Business School September 2011
  14. 14. Strategies 2.0: The social enterprise IE Business School September 2011 BUILD A SOCIAL COMPANY
  15. 15. Strategies 2.0: The social organization <ul><li>The traditional organization </li></ul><ul><li>One way communications </li></ul><ul><li>Top-down decision making </li></ul><ul><li>Distant relation with providers </li></ul><ul><li>The social organization </li></ul><ul><li>Multidireccional communications </li></ul><ul><li>Client interaction design </li></ul><ul><li>Workforce collaboration </li></ul><ul><li>Partner and provider optimization </li></ul>IE Business School September 2011
  16. 16. Strategies 2.0: Social marketing Where to Be? What to do? IE Business School September 2011 Sales Marketing PR CS Product
  17. 17. Strategies 2.0: How to measure ROI IE Business School September 2011
  18. 18. Strategies 2.0: What to measure ¿Qué Medir? IE Business School September 2011 Keep it simple! Measure, measure, measure…
  19. 19. Retail 2.0 – Pre-sales IE Business School September 2011 THE NEW WINDOW SHOPPING MOBILITY AND GEOLOCALIZATION
  20. 20. Retail 2.0 – Pre-sales IE Business School September 2011 Point Inside <ul><li>Communication with consumers </li></ul><ul><li>Indoor and outdoor directions </li></ul><ul><li>Real time customers engagement </li></ul><ul><li>Integration with Google Maps </li></ul>www.pointinside.com
  21. 21. Retail 2.0 – Pre-sales September 2011 IE Business School FastMall <ul><li>Interactive guide </li></ul><ul><li>Social network integration </li></ul><ul><li>Comments and recommendations </li></ul><ul><li>Promotions </li></ul>www.fastmall.com
  22. 22. Retail 2.0 – Pre-sales September 2011 IE Business School Grocery IQ <ul><li>Shopping assistant </li></ul><ul><li>Organize products in store </li></ul><ul><li>Automanage shopping list </li></ul><ul><li>Promotions </li></ul>www.groceryiq.com
  23. 23. Retail 2.0 – Pre-sales September 2011 IE Business School Google Places <ul><li>Show store images </li></ul><ul><li>Product display </li></ul><ul><li>Design and ambience </li></ul><ul><li>Integrated with Google Maps </li></ul>www.google.com/places
  24. 24. Retail 2.0 – Pre-sales September 2011 IE Business School NearbyNow <ul><li>Promotions aggregator </li></ul><ul><li>Store recommendations within SC </li></ul><ul><li>Relates people to gifts </li></ul>www,nearbynow.com
  25. 25. Retail 2.0 – Customer service September 2011 IE Business School THE NEW WAY OF SERVING CUSTOMERS TABLETS EMPOWER SERVICE
  26. 26. Retail 2.0 – Customer service September 2011 IE Business School Concierge with iPads <ul><li>Intercontinental hotel Concierges </li></ul><ul><li>Local information </li></ul><ul><li>Events </li></ul><ul><li>Maps and guides </li></ul>
  27. 27. Retail 2.0 – Customer service September 2011 IE Business School Mercedes with iPads <ul><li>Mercedes USA deploys iPads </li></ul><ul><li>Customized marketing per vehicle </li></ul><ul><li>Instant credit approvals </li></ul><ul><li>Multimedia content </li></ul>
  28. 28. Retail 2.0 – Customer service September 2011 IE Business School Interactive tables <ul><li>Restaurant in South Africa </li></ul><ul><li>Own social network </li></ul><ul><li>Real time C2C interaction </li></ul><ul><li>Interaction with waiters </li></ul>
  29. 29. Retail 2.0 – Customer service September 2011 IE Business School Twelpforce <ul><li>Best Buy launches service in Twitter </li></ul><ul><li>+14,000 employees participate </li></ul><ul><li>All are trained in the service </li></ul><ul><li>Sales and satisfaction improve </li></ul>
  30. 30. Retail 2.0: Post-sales September 2011 IE Business School IN-STORE INTERACTION THE CLIENT IS YOUR BEST SALESPERSON
  31. 31. Retail 2.0: Post-Sales September 2011 IE Business School DieselCam <ul><li>Diesel stores in Spain </li></ul><ul><li>Camera & PC in store </li></ul><ul><li>Customers take photos with clothes </li></ul><ul><li>Share them on Facebook </li></ul>
  32. 32. Retail 2.0: Post-Sales September 2011 IE Business School Levi´s <ul><li>Facebook app </li></ul><ul><li>Show the clothes you like </li></ul><ul><li>Show the clothes your friends like </li></ul>
  33. 33. Retail 2.0: Post-Sales September 2011 IE Business School GoTryItOn <ul><li>Shopping assistant </li></ul><ul><li>Users upload photos </li></ul><ul><li>Friends vote </li></ul><ul><li>Public or private </li></ul>
  34. 34. Retail 2.0 – The complete package September 2011 IE Business School 4Food <ul><li>New fast food concept </li></ul><ul><li>Waiters take orders on iPads </li></ul><ul><li>Dynamic menus </li></ul><ul><li>Interactive video walls </li></ul>+6,750 registers +9,000 hamburguers +1,700 fans +2,500 followers
  35. 35. Thank you…! [email_address] twitter.com/RafaelBonnelly facebook.com/RafaelBonnelly es.linkedin.com/in/rafaelbonnelly www.ncayasociados.com www.somes.es IE Business School September 2011 Some references La Huella Social, Rafael Bonnelly Ricart Groundswell, Charlene Li y Josh Bernoff Open Leadership, Charlene Li, Socialnomics, Eric Qualmann Empowered, Josh Bernoff PSFK, The Future of Retail http://www.psfk.com/future-of-retail New Business Opportunities in Retail http://www.slideshare.net/helgetenno/new-business-opportunities-in-retail-4444049

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