Source: http://www.flickr.com/photos/greenboy/416052683/In the Foursquare example we’ve talked about giving the relevant information to the right consumer. But who are they?A very valid question is whether the way we think about our customers and consumers in general is still relevant or are we seeing changes?
There is a big shift in the way we think about personas on the web. Facebook has 400 million users and has recently dropped the initial focus on geographical location as foundation for your personal network.The story “from zero to hero” can become reality now based on a certain achievement or accomplishment. People become internet celebrities (e.gScoble, EsmeeDenters) or highly reputed in their community (e.g. clouderati, twitterati, followers on Twitter)However the big difference with before is that people can have very distinct personas depending on the situation. You can be a blonde babe in second life, in real life have a boring office job and lead a clan in world of warcraft or have hundred thousands of followers on Twitter. They key here is that there is a shift from focusing on the person to focus on the online persona(s). your facebook or hyves profile is probably different than your linkedin profile. How do you put such a person in a box to target? The information you harvest from his participation in forums, might be actually irelevant to target him when he’s on facebook. Source: Gartner “The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ and Gartner “How to Determine Levels of Engagement for Generation Virtual”
Source: http://www.flickr.com/photos/naturalturn/3264726560/We are talkingabout web technologies, Web 2.0, etc. butit is very important that the web is nowrapidlychanging in a different kind of web that we are familiarwithforyears. The biggestgrowth of the web is not the traditional website side, butrather more under the radar. Much more ubiquiutoussippingintoour lives.Goal of thissection: smallmindset shift. Showingsomecuttingexamplesthat have not been commonlyadoptedyet.
Drivers:Shops don’t have brochures anymore!Broadband adoptionOnline shoppingResearch onlineVisit stores to try and maybe buyWhat do my friends thinkSocial Media sites are ever more popularProposition - What if you could use the power of social networks in your dealings with your customers?
etc …..</li></li></ul><li>Another big switch<br />Web
1.0<br />Web 2.0<br />Traditional media<br />Google search<br />Flickr<br />Mainly Broadband<br />Mainly narrow band<br />Alternative media<br />netvibes<br />Publishing is complex and limited to few traditional media and online merchants<br />Value is created by aggregating content (portals)<br />Wikipedia<br />Easy and free publication for all<br />Value is generated by tools allowing to publish easily<br />2004<br />2005<br />Broadband is (becoming) a right in Spain and Finland<br />
Technology and social factors have
converged over the past few years to create a phenomenon called social computing<br />TECHNOLOGY<br /><ul><li>Cheap hardware and software reach the masses.
Simple devices that anyone can
operate.</li></ul>SOCIAL CHANGE<br /><ul><li>Consumers look for cost and time efficient technologies, ways to make their voices heard.
Internet statistics<br />100 billion– The
number clicks per day<br />55 trillion– links on the Internet<br />5% - The percentage of globalelectricityusedfor the Internet<br />90 trillion – The number of emails sent in 2009<br />81% – The percentage of emails that were spam.<br />200 billion – The number of spam emails per day (assuming 81% are spam).<br />1 million - IM messages per second<br />8 terabytes– Traffic per seconde<br />234 million – The number of websites as of December 2009.<br />47 million – Added websites in 2009.<br />
Social Media statistics<br />24 –
Hours of video uploaded every minute onto YouTube<br />600k - new members on Facebook per day<br />900.000 -The number of blogs posts put up every day<br />700 million – The number of photos uploaded per day on Facebook<br />400 million – People on Facebook.<br />50% – Percentage of Facebook users that log in every day.<br />500,000 – The number of active Facebook applications.<br />84% – Percent of social network sites with more women than men.<br />1,73 billion – Internet users worldwide (September 2009).<br />18% – Increase in Internet users since the previous year.<br />126 million – The number of blogs on the Internet (as tracked by BlogPulse).<br />27.3 million – Number of tweets on Twitter per day (November, 2009)<br />57% – Percentage of Twitter’s user base located in the United States.<br />4.25 million – People following @aplusk (Ashton Kutcher, Twitter’s most followed user).<br />1800 – only this many people are following Rick Mans<br />
A newgeneration<br />Generation Y, The
Millenials, Digital Natives… the futuregenerations are infinatelyconnected, born and raised digital, and favourvaluessuch as connectedness / community, environmentalawareness, authenticity, freedom and friendshipabove all else. <br />What does thismeanfor a company<br />Cut and paste Generation: Today’syouthcreatetheirownauthenticstylebutcombining different styles.<br />Generation Search: S=searching and sharing, E=equilibrium, A=achieving, R=rules, C=commitment, H=harmony.<br />Digitale Generatie: Todaysyouth … Jongeren van nu vinden het leven in de virtuele wereld even vanzelfsprekend als daarbuiten; de eerste generatie die opgroeit met digitale media.<br />My Media Generation: Today’syouth have threebasicneeds: community, selfexpression and personalisation; the first 'global' generationThatcancustomizeeverything to itsown taste and wants. <br />Generatie Einstein: Todaysyouth is smarter, stronger and more social: the firstpositivegeneration! <br />
Generation V<br />Generation Virtual is
used to describe a growing online culture in which people participate, often anonymously, through personas in a flat, virtual environment. Generation Virtual is not defined by age, gender, social demographics or geographic location. It is based on demonstrated accomplishments (merit) and an increasing preference for the use of digital media channels to discover information, build knowledge and share insights.<br />The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ – <br />Gartner ID Number: G00158087 <br />
Or in a more visual
wayMultiple Online Personas<br />gender<br />accomplishments<br />demonstrated achievement<br />use of <br />digital <br />media<br />age<br />social demographic<br />geography<br />“Twitterati”<br />“Clouderati”<br />
The Internet and its attendant
array of consumer devices, networks and content sources have fundamentally changed how customers, employees and partners expect to interact with the enterprise (Gartner CIO survey 2008/2009).<br />
Wikipediaabout CRM<br />Customer relationship management is
a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. <br />
Social CRM is your existing
CRM plus the ability to leverage the social web and kick start, manage and ultimately automate the conversation process. Its power lies in the ability for all parts of the organisation but mostly customer services and sales/marketing teams to listen in on conversations (social voyeurism), craft compelling messages, join in on customer conversations (Twitter is being increasingly used in this context) and offer people added value information in real time.<br />
Social CRM is a philosophy
& a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborativeconversation in order to provide mutually beneficial value in a trusted & transparent business environment. <br />It’s the company’s response to the customer’s ownership of the conversation<br />
Evolution of Organizational Mindset<br />Innovation
comes from one specialized source within the company (innovation group)<br />Frontline employees communicate targeted messages for transactional operations <br />!<br />!<br />!<br />!<br />Transaction<br />Feedback<br />Interaction<br />Conversation<br />Contribution<br />Employee<br />Customer<br />Employees<br />Customers<br /><ul><li>Innovation is gathered from all employees as they are closely connected to the final customer and to each other via internal web 2.0 tools. Customers are in the center of the innovation cycle.
Frontline and non frontline employees
engage conversations including new customers in the context and rerouting conversations. New set of employee skills needed.</li></li></ul><li>Evolution of Technology<br />Monitoring / <br />Interconnecting tools<br />Conversation tools<br />Data<br />mining<br />Customer<br />Owned<br />Data<br />Process Support<br />Account Management<br />Contact Management<br />Activity Management<br />Lead / Opp Management<br />Campaign Management<br />Sales Management<br />Service Management…<br />Forums<br />RSS<br />Process Support<br />Account Management<br />Contact Management<br />Activity Management<br />Lead / Opp Management<br />Campaign Management<br />Sales Management<br />Service Management…<br />Widgets<br />Blogs<br />APIs<br />Open Id<br />Podcast<br />Wikis<br />Social Networks<br />Cloud <br />Computing<br /><ul><li>CRM Solutions focused in automating and supporting internal business processes</li></ul>Brand monitoring<br />services<br /><ul><li>CRM Solutions focused in community creation internal and externally</li></li></ul><li>