How to make your product a shareable experience<br />Rick Mans<br />Global Social Media Lead<br />
Experiences<br />The earlier trend of courting customers with powerful retail experiences has expanded into using virtual ...
Social Media is:<br />Humaninteraction in a virtualworld<br />
It’s about a Social Transformation<br />Urgent Enterprise Wide <br />Social Transformation<br />Social Transformation <br ...
Social Media Goals<br />SMILE<br />Activities<br />Supporting<br /><ul><li>Help customers and let customers help themselve...
 Ensure there is a platform for them where they can find you, the brand, and other customers</li></ul>Meshing<br /><ul><li...
Create a place where customers can provide input on your product and where they can see the result.</li></ul>Interacting<b...
Create an environment that promotes and enables co creation
Use a platform in which you can interact with your customers</li></ul>Listening<br /><ul><li>Doing web care is a good way ...
Give customers a platform on which they can share their thoughts.</li></ul>Evangelizing<br /><ul><li>Provide customers a h...
Create easy promotion kits that can be reused over and over again.</li></li></ul><li>© 2010 Capgemini – All rights reserve...
© 2010 Capgemini – All rights reserved<br />7<br />Customer self service<br />SM I L E<br />Be transparant about the known...
© 2010 Capgemini – All rights reserved<br />8<br />Is the iPhone successful or is it just a tool for using the successful ...
© 2010 Capgemini – All rights reserved<br />9<br />Offer building blocks and make your own LEGO design<br />SM I L E<br />...
TriMet offers an API for free<br />SM I L E<br />The best uses come from the users, so why not offer them the opportunity ...
© 2010 Capgemini – All rights reserved<br />11<br />Right time, right message and now also right place<br />SM I L E<br />...
© 2010 Capgemini – All rights reserved<br />12<br />P&G was able to use this community to market feminine hygiene products...
Conversation management<br />Conversation management<br />Is the volume of chatter significant?<br />Who is saying what ab...
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How to make your product a shareable experience

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How to turn your product in a sharable experience with social media? Get your inspiration via the SMILE model for Social Media. It is easier than you might have thought, it is not copying what your competitor does, it is about what others outside your market are doing.

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How to make your product a shareable experience

  1. 1. How to make your product a shareable experience<br />Rick Mans<br />Global Social Media Lead<br />
  2. 2. Experiences<br />The earlier trend of courting customers with powerful retail experiences has expanded into using virtual reality and Hollywood-style animated props. When a service or commodity represents a lifestyle, using it can be a personal, fun, distinctive and memorable experience - and it can also generate memorable sales. These fun experiences can be anything from special meals at a theme restaurant to a Disneyland vacation. The growth in the Experience Economy doesn't all come from entertainment; it also draws customers through education, escapism, and esthetic appeal. When a company combines various active and passive elements to create a large variety of experiences for customers, it also enhances sales. The Experience Economy explores the concept of engaging customers on many levels.<br />The easiest way to turn a service into an experience is by delivering poor service<br />Make things sharable so people can promote your product to their peers<br />
  3. 3. Social Media is:<br />Humaninteraction in a virtualworld<br />
  4. 4. It’s about a Social Transformation<br />Urgent Enterprise Wide <br />Social Transformation<br />Social Transformation <br />Focused on <br />Customer Interaction<br />High<br />Customer expectation regarding social channel<br />Social Transformation <br />Focused on <br />Cost Reduction<br />Gradual Social Transformation <br />Focused on <br />Corporate Branding and HR<br />Low<br />High<br />Low<br />Market competitiveness<br />
  5. 5. Social Media Goals<br />SMILE<br />Activities<br />Supporting<br /><ul><li>Help customers and let customers help themselves and others
  6. 6. Ensure there is a platform for them where they can find you, the brand, and other customers</li></ul>Meshing<br /><ul><li>Integrate customer feedback and input in your product cycles
  7. 7. Create a place where customers can provide input on your product and where they can see the result.</li></ul>Interacting<br /><ul><li>Start solving real world problems
  8. 8. Create an environment that promotes and enables co creation
  9. 9. Use a platform in which you can interact with your customers</li></ul>Listening<br /><ul><li>Doing web care is a good way to get to know what is said about your products
  10. 10. Give customers a platform on which they can share their thoughts.</li></ul>Evangelizing<br /><ul><li>Provide customers a home base with tools so they can promote you / your products
  11. 11. Create easy promotion kits that can be reused over and over again.</li></li></ul><li>© 2010 Capgemini – All rights reserved<br />6<br />“... study of the Lenovo community noted a 20% decline in the rate of call volume comparative 2007 to 2008 time periods ...”<br />SM I L E<br />Resulting in:<br />Lower TCO of Support, Faster Response Time, Scalability in Peak Situations<br />
  12. 12. © 2010 Capgemini – All rights reserved<br />7<br />Customer self service<br />SM I L E<br />Be transparant about the known issues, it saves time for <br />your support department<br />
  13. 13. © 2010 Capgemini – All rights reserved<br />8<br />Is the iPhone successful or is it just a tool for using the successful appstore?<br />SM I L E<br />By providing an SDK Apple has now 250000 apps available for the iPhone which are downloaded over 6.5 billion times<br />
  14. 14. © 2010 Capgemini – All rights reserved<br />9<br />Offer building blocks and make your own LEGO design<br />SM I L E<br />LEGO went from 100 designers making 300 designs each year to 1 million designers making 3 million designs. And even better: the 1 million designers aren’t on the payroll<br />
  15. 15. TriMet offers an API for free<br />SM I L E<br />The best uses come from the users, so why not offer them the opportunity to come up with the required applications<br />
  16. 16. © 2010 Capgemini – All rights reserved<br />11<br />Right time, right message and now also right place<br />SM I L E<br />Foursquare offers you the possibility to provide an offer for your (potential) client who are nearby, or even special deals for your most loyal customers<br />
  17. 17. © 2010 Capgemini – All rights reserved<br />12<br />P&G was able to use this community to market feminine hygiene products in a subtle way to an audience that doesn't want to talk about them.<br />SM I L E<br />What's very interesting to note is that P&G found community building to be four times more effective than traditional advertising.<br />
  18. 18. Conversation management<br />Conversation management<br />Is the volume of chatter significant?<br />Who is saying what about us?<br />How is sentiment changing over time?<br />SM I L E<br />What are the hot topics of the day?<br />What is being said about our competitors?<br />What are future issues?<br />Tools can help you to get real time insights on the things that are going on online. Not only about your conversations, but also about the competitor’s<br />
  19. 19. Listening can help in preventing disasters<br />SM I L E<br />Go beyond just listening, reply on the platform your customers choose.<br />
  20. 20. Are your customers liking you?<br />SM I L E<br />Each ‘like’ is send to the connections of the customer, creating a <br />potential viral loop of promotion.<br />
  21. 21. © 2010 Capgemini – All rights reserved<br />16<br />Productsthat tweet?<br />SM I L E<br />Go beyond traditional human interaction. Why not a product that tweets? Your product has a story to tell that is worth sharing<br />
  22. 22. Like slide from scot CFA<br />© 2010 Capgemini – All rights reserved<br />17<br />Go beyond the tools, beyond the transaction and beyond the expectations of your customers. With Social Media you can participate in your market, at a one to one level, to understand your customers and potential customers, wishes, wants and views to the satisfaction of all, (buyer, seller, prospect and partner).<br />
  23. 23. What’s your story you are going to share?<br />Rick Mans<br />Social Media Lead<br />Papendorpseweg 100 <br />Utrecht<br />The Netherlands<br />Phone: +31 6 51 21 01 44<br />E-Mail: rick.mans@capgemini.com<br />Twittier: http://twitter.com/rickmans<br />LinkedIn: http://nl.linkedin.com/in/rickmans<br />
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