The challenge of Social & mobile customer engagement

Meeting the mobile and social challenge Richard Sedley

Richard Sedley Commercial Director Foviance Course Director for Social Media Chartered Institute of Marketing

Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service) CUSTOMER ENGAGEMENT

Question 1 What % of global users access the Internet via a mobile device? 20% PC only 31% mobile device only 49% both mobile & PC Tomai Ahonen Almanac 2011 80% }

1. Key challenges to engagement

Lack of attention in an information saturated world

Increased customer expectation – “we want it now and we want it free”

Where’s the business model?

Question 2 What is the average number of Tweets per day? 27.3 million Econsultancy 2011

2. Why social and mobile are important

Three reasons why the future of engagement is social Here be your customers… Social activates mobile… Who do they trust and who do they share with…?

100,000 mobile fan club members generated 13m Euros

Mobile is NOT the dumb Internet

Seven mass medias
Print from 1500s
Recordings from 1900s
Cinema from 1910s
Radio from 1920s
TV from 1950s
Internet from 1990s
Mobile from 2000s
Tomai Ahonen Almanac 2011

Eight unique benefits of the 7th mass media
Mobile is first personal mass media channel
Mobile is permanently carried
Mobile is always on
Mobile has built-in payment channel
Mobile is available at the point of creative impulse, enabling UGC
Mobile has most accurate audience data
Only mobile captures social context of media consumption
Mobile enables augmented reality
Tomai Ahonen Almanac 2011

Three reasons why the future of engagement is mobile First comes love… Mobile Persuasion: 20 perspectives on the future of behavior change – BJ Fogg & D Eckles edit. My magic wand… Always by my side… … my concierge … my coach … my court jester

Question 3 How much revenue is generated globally through social networking? £8.6 billion 1.5x more than porn Tomai Ahonen Almanac 2011

3. Nine trends that show us the future

You have to be part of this trend trends Consider being part of this trend trends Too cool for school trendy trends

You have to be part of this trend trends Facebook Pages (customised) 1

You have to be part of this trend trends Social media monitoring 2

Radian6 dashboard

Understand the nature of influence (this stuff is generally too crude)

You have to be part of this trend trends Social media for customer service 3

A different kind of customer service

Consider being part of this trend trends Geo-location engagement 4

Facebook places Foursquare Block Chalk Gowalla

Consider being part of this trend trends Social eCRM 5

Flowtown

Social profiles out here Stick yer emails in ‘ere

Consider being part of this trend trends Intelligent info discovery 6

Quora.com

Too cool for school trendy trends Social scanning 7

Stickybits.com

Too cool for school trendy trends Gamification 8

Ridekicks Gamify Deal machine Epicwin

Widgets that allow you to introduce game mechanics to your site…

… when you earn points, you can compare in league tables…

… points mean prizes (or at least badges)

Engagement
Time
short
long
low
high
Fixed interval
Regular reward
Variable intervals
Variable rewards

Too cool for school trendy trends Social creativity 9

Instagram

Bonus trend Social objects 1 0 This is not a trend trend

Don’t concentrate on relationships…

… start by understanding your social objects

The ultimate social object?

Richard Sedley @richardsedley Foviance.com

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The challenge of Social & mobile customer engagement

by Richard Sedley on Mar 05, 2011

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The challenge of Social & mobile customer engagement — Presentation Transcript