Scott Gow Customer Advocate and Web 2.0 Cynic October 2008
Intro/Agenda <ul><li>1. First Off, Let me explain the whole “Web 2.0 Cynic” thing </li></ul>2. Web 2.0 Crash Course 3. Wha...
Hey Scott, why so cynical? <ul><li>First:  There  is  great value in Wikis, Blogs etc. </li></ul><ul><li>But:  hype meter ...
Oh no, I’ve been poked  by a zombie! <ul><li>OK, I’ve heard enough about: </li></ul><ul><li>Facebook & MySpace </li></ul><...
Web 2.0 Crash Course <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Twitter </li></ul><ul><li>Viral Video and You...
To blog or not to blog <ul><li>Blogging’s not for everyone </li></ul><ul><li>Are you ready for the risks of corporate blog...
Can we make this a wiki? <ul><li>Sound Familiar?  </li></ul><ul><li>Some “Anti-patterns” to avoid : </li></ul><ul><li>“ Al...
Viral Video <ul><li>Widespread Popularity (like a virus) </li></ul><ul><li>Some intended, some not </li></ul><ul><li>Every...
Twitter <ul><li>“ Micro-blogging” </li></ul><ul><li>140-character max “tweets” </li></ul><ul><li>Web, Email, SMS </li></ul...
Mash-ups <ul><li>Mash-up Types: Data, entertainment, etc.  </li></ul><ul><li>Typical: Existing data + maps = Useful  </li>...
Crowd surfing? <ul><li>You are no longer in control of your brand…  </li></ul><ul><li>You can fight it, or ride it. </li><...
There’s More of Them Then There are of You <ul><li>“ Dell Hell” </li></ul><ul><li>I just want to cancel my AOL </li></ul><...
Frauds Will be Trampled <ul><li>Wal-Marting Across America </li></ul><ul><li>LonelyGirl15 </li></ul><ul><li>AllIWantForXMa...
Let The Crowd Carry You <ul><ul><li>Customer Feedback </li></ul></ul><ul><ul><li>Idea Generation </li></ul></ul><ul><ul><l...
Connecting, not directing Customers and Their Ideas <ul><li>Customer, help thyself (and each other) </li></ul><ul><li>How ...
Crowd-sourcing <ul><li>Harness the creative talents of the crowd </li></ul><ul><li>The best ideas/products rise to the top...
Prediction Markets <ul><li>Leverage the “Wisdom” of the crowd </li></ul><ul><li>Knowledgeable  speculators buy low, sell h...
Customer Service 2.0 in the Wild <ul><li>Just plain bad: </li></ul><ul><li>Coca-Cola </li></ul><ul><li>Surprising, one of ...
Customer Service 2.0 in the Wild <ul><li>“ Slave to Target” </li></ul><ul><li>Unsolicited Brand Evangelist </li></ul><ul><...
Customer Service 2.0 in the Wild <ul><li>Turned it Around: </li></ul><ul><ul><li>From Sleeping Technician to “Comcast Care...
Customer Service 2.0 in the Wild <ul><li>Somebody gets it: </li></ul>Does Tiger Woods Really Walk on Water?
What Have We Learned? <ul><li>“ The Best” leverage existing brands </li></ul><ul><li>2.0 won’t work if you’re bad at 1.0 <...
One Last Example
Questions? Answers? <ul><li>Scott Gow </li></ul><ul><li>[email_address] </li></ul>Or… Tweet me  on twitter,  Friend me  on...
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Customer Service 2.0

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Is true customer focus achievable? What about Web 2.0, all hype, with little substance? In a virtual world of twitters, “zombie” attacks and “second lives”, most organizations concerned with the non-virtual world (i.e., the one with a bottom line), are asking themselves the same question: “can I actually use this Web 2.0 stuff for anything useful?”

In this presentation, I describe how organizations, both public and private alike, are leveraging Web 2.0 tools and social networking to connect with their customers/citizens own a whole new level: generating ideas, developing products, as well as helping them help themselves, and others. We'll also run through a selection of “what not to do” case studies that demonstrate the downside to leaping into the Web 2.0 World unprepared, or for the wrong reasons.

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  • Speaking time: 1 min - Total: 1 min Two goals today: 1) identify some risks of jumping blindly in to the Web 2.0 World, and 2) identify some of the real value – ability to reach and engage your customers Let’s quickly go through the agenda for today… &lt;SLIDE&gt;
  • Customer Service 2.0

    1. 1. Scott Gow Customer Advocate and Web 2.0 Cynic October 2008
    2. 2. Intro/Agenda <ul><li>1. First Off, Let me explain the whole “Web 2.0 Cynic” thing </li></ul>2. Web 2.0 Crash Course 3. What do crowd-surfing and success in the 2.0 World have in Common? 5. What we Learned Today 4. Customer Service 2.0 in the Wild: The Good, the Bad and The Ugly 6. Questions? Answers?
    3. 3. Hey Scott, why so cynical? <ul><li>First: There is great value in Wikis, Blogs etc. </li></ul><ul><li>But: hype meter (for some) is off the charts </li></ul><ul><li>And: How “New” is Web 2.0 or Social Networking, anyway? </li></ul>Challenge: sort through the garbage to find the real value, and resist the urge to “just do it” Your customers will appreciate it
    4. 4. Oh no, I’ve been poked by a zombie! <ul><li>OK, I’ve heard enough about: </li></ul><ul><li>Facebook & MySpace </li></ul><ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Anything described as “cool” </li></ul><ul><li>The phrase “that’s the way the new generation does it” </li></ul>
    5. 5. Web 2.0 Crash Course <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Twitter </li></ul><ul><li>Viral Video and YouTube </li></ul><ul><li>Mash-ups </li></ul><ul><li>Crowd-sourcing </li></ul><ul><li>Brand-jacking </li></ul><ul><li>Prediction Markets </li></ul>The buzzwords we’re going to cover today (in general order of hype):
    6. 6. To blog or not to blog <ul><li>Blogging’s not for everyone </li></ul><ul><li>Are you ready for the risks of corporate blogs? </li></ul><ul><li>Negative Comments </li></ul><ul><li>Loss of control over the message </li></ul><ul><li>Neglect </li></ul><ul><li>Misunderstanding the culture of the Blogosphere </li></ul>If you answered no to any of the above, try something else Beware “flogs” , “Astroturfing” and “Sock Puppeteers”
    7. 7. Can we make this a wiki? <ul><li>Sound Familiar? </li></ul><ul><li>Some “Anti-patterns” to avoid : </li></ul><ul><li>“ All wiki, all the time”, and “One Hammer” </li></ul><ul><li>“ Manager Lockdown” </li></ul><ul><li>“ Vandals” </li></ul><ul><li>“ Bullies” – opposite of champion – “Thou shalt wiki” </li></ul><ul><li>“ WikiNoobs” –replicates pre-wiki ways of doing business </li></ul><ul><li>Source: http:// www.wikipatterns.org </li></ul>
    8. 8. Viral Video <ul><li>Widespread Popularity (like a virus) </li></ul><ul><li>Some intended, some not </li></ul><ul><li>Every person with a cellphone is a budding Speilberg </li></ul><ul><li>The “new celebrities”: </li></ul><ul><ul><li>“ Afro Ninja” </li></ul></ul><ul><ul><li>“ Star Wars Kid” </li></ul></ul><ul><ul><li>“ Don’t Taze Me Bro” Guy </li></ul></ul><ul><li>Diet Coke + Mentos </li></ul>
    9. 9. Twitter <ul><li>“ Micro-blogging” </li></ul><ul><li>140-character max “tweets” </li></ul><ul><li>Web, Email, SMS </li></ul><ul><li>2.2M Users (July 2008) </li></ul><ul><li>Follow and Be Followed </li></ul>
    10. 10. Mash-ups <ul><li>Mash-up Types: Data, entertainment, etc. </li></ul><ul><li>Typical: Existing data + maps = Useful </li></ul>
    11. 11. Crowd surfing? <ul><li>You are no longer in control of your brand… </li></ul><ul><li>You can fight it, or ride it. </li></ul><ul><li>Understand the medium before you dive in </li></ul><ul><li>There’s more of them then there are of you </li></ul><ul><li>Avoid “flogs”, “astroturfing” and “sock puppeteering” </li></ul><ul><li>Support your evangelists </li></ul>
    12. 12. There’s More of Them Then There are of You <ul><li>“ Dell Hell” </li></ul><ul><li>I just want to cancel my AOL </li></ul><ul><li>The tale of the Comcast Technician </li></ul><ul><li>“ Brand-jacking” </li></ul><ul><ul><li>“ Janet” poses as Exxon on Twitter </li></ul></ul><ul><ul><li>Burger King VP hacks daughter’s email to slight competition </li></ul></ul><ul><ul><li>Wholefoods CEO pumps stock on bulletin boards </li></ul></ul><ul><li>I Heart Zappos </li></ul><ul><li>Slave to Target </li></ul>
    13. 13. Frauds Will be Trampled <ul><li>Wal-Marting Across America </li></ul><ul><li>LonelyGirl15 </li></ul><ul><li>AllIWantForXMasisAPSP.com </li></ul>
    14. 14. Let The Crowd Carry You <ul><ul><li>Customer Feedback </li></ul></ul><ul><ul><li>Idea Generation </li></ul></ul><ul><ul><li>“ Crowd-sourcing” </li></ul></ul><ul><ul><li>Prediction markets </li></ul></ul>Four ways to leverage the crowd to do your heavy lifting:
    15. 15. Connecting, not directing Customers and Their Ideas <ul><li>Customer, help thyself (and each other) </li></ul><ul><li>How do I get in the heads of my customers? </li></ul><ul><li>Where will my next great product come from? </li></ul><ul><li>don’t suppress communities, support them </li></ul>
    16. 16. Crowd-sourcing <ul><li>Harness the creative talents of the crowd </li></ul><ul><li>The best ideas/products rise to the top </li></ul><ul><li>Broader source of ideas </li></ul><ul><li>Results-based payment </li></ul><ul><li>Better indication of product success before production </li></ul><ul><li>“ Design a shirt” – “Solve a Problem” – “Make us better” </li></ul>
    17. 17. Prediction Markets <ul><li>Leverage the “Wisdom” of the crowd </li></ul><ul><li>Knowledgeable speculators buy low, sell high </li></ul><ul><li>Reward for being “right”, punishment for “wrong” </li></ul><ul><li>Based on expectation , rather than opinion </li></ul><ul><li>Internal markets: Predict product launch dates, success of ideas, price points, etc. </li></ul><ul><li>DARPA’s Policy Analysis Market (i.e., “terrorism” mkt) </li></ul><ul><li>In politics: </li></ul><ul><li>Defied polls and predicted: </li></ul><ul><ul><li>Bush to beat Kerry in 2004 (and electoral votes) </li></ul></ul><ul><ul><li>Obama to win Iowa primary (January ’08) </li></ul></ul>
    18. 18. Customer Service 2.0 in the Wild <ul><li>Just plain bad: </li></ul><ul><li>Coca-Cola </li></ul><ul><li>Surprising, one of the better “old Media” brands </li></ul><ul><li>Hall of Shame: </li></ul><ul><li>“ The Zero Movement” </li></ul><ul><li>“ Save surge” </li></ul><ul><li>Vault </li></ul><ul><li>Diet Coke and Menthos </li></ul>
    19. 19. Customer Service 2.0 in the Wild <ul><li>“ Slave to Target” </li></ul><ul><li>Unsolicited Brand Evangelist </li></ul><ul><li>Target Supported, active early on </li></ul><ul><li>Fell back on old ways </li></ul><ul><li>Result: One disillusioned brand evangelist </li></ul>Started off good:
    20. 20. Customer Service 2.0 in the Wild <ul><li>Turned it Around: </li></ul><ul><ul><li>From Sleeping Technician to “Comcast Cares” </li></ul></ul><ul><ul><li>From “Dell Hell” to Web 2.0 darling </li></ul></ul>
    21. 21. Customer Service 2.0 in the Wild <ul><li>Somebody gets it: </li></ul>Does Tiger Woods Really Walk on Water?
    22. 22. What Have We Learned? <ul><li>“ The Best” leverage existing brands </li></ul><ul><li>2.0 won’t work if you’re bad at 1.0 </li></ul><ul><li>You do not control your brand </li></ul><ul><li>There’s more of them then there are of you </li></ul><ul><li>The internet has a l-o-n-g memory </li></ul><ul><li>The Internet moves at break-neck speed </li></ul><ul><li>Your customers are talking – do you have what it takes to listen? </li></ul>
    23. 23. One Last Example
    24. 24. Questions? Answers? <ul><li>Scott Gow </li></ul><ul><li>[email_address] </li></ul>Or… Tweet me on twitter, Friend me on facebook, Read my blog (when I have one), join my network on LinkedIn, BlackBerry Messenger me… Just don’t poke me

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