Don Peppers Dancing Shoes for Honeybees
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Don Peppers Dancing Shoes for Honeybees

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Dancing shoes for Honeybees by Don Peppers @SMiS2011 in Monte Carlo.

Dancing shoes for Honeybees by Don Peppers @SMiS2011 in Monte Carlo.

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Don Peppers Dancing Shoes for Honeybees Don Peppers Dancing Shoes for Honeybees Presentation Transcript

  • #SMiCS2011 @DonPeppersCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 1
  • Strategy. Execution. Results. an imminent hanging. [Ones] own even more so than - Samuel Johnson2 COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 2
  • Technology respects no borders But different countries and regions do have different cultures and regulatory requirements In Europe, personal privacy is a more significant public-­policy issue than in the U.S.In Japan and Korea, relationships are a more natural part of all life, business and personalCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 3
  • Non-­U.S. mobile marketing for themselves and 3 friends to various FIFA events Participants received a link to a mobi site and had to Answer 2 questions (found on the site) and Provide names and numbers of 3 friends, who were then also solicited, all receiving regular updates 72% CTR for the overall campaign!COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 4
  • Enabling more trustworthy commerce M-Pedigree offers SMS authentication of pharmaceutical productsCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 5
  • Strategy. Execution. Results. Lack of trust slows transactions down and imposes frictional costs When more trust is required, business thrives, as obstacles are reducedBusiness is facilitated by high levels of trustCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 6
  • Strategy. Execution. Results. works because human beings are social animals Bees and ants communicate new discoveries to benefit the groupCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 7
  • Strategy. Execution. Results.COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 8
  • Strategy. Execution. Results. In the absence of communication among your customers, advertising rules But when customers talk to each other, customer experience that counts Now suppose you were a foodCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 9
  • Strategy. Execution. Results.Create buzz to increase sales across channelsEngageImprove search results for your brandGain insight into customer preferences and needsAnticipate and recover from problemsUse crowd service to boost customer experienceCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 10
  • buzz What are brand advocates actually worth? One research study of customers separated LTV = CSV + CRV (i.e., spending plus referrals)Surprise:always the highest spenders! Harvard Business Review, October 2007COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 11
  • buzz CSV vs. CRV - Telecom Company $2,500 $2,000 $1,500 Most valuable referrersValue CSV $1,000 CRV $500 $- 1 2 3 4 5 6 7 8 9 10 Most valuable spenders Customer Decile Harvard Business Review, October 2007COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 12
  • Different aspects of buzz ILLUSTRATIVE FCR Competence Flexible ATA Good Intentions Trustworthy Knowledgable CSAT Advocacy "Exception" Personable issue handling Empathy CompetentCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 13
  • buzz pre-­established reputations control the discussion or manage the word-­of-­mouth Set up the conditions for success and then let it happen (or not) April 2009: Ford announced its campaign to pick 100COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 14
  • buzzCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 15
  • buzz October 2010 Economist Magazine: Ford is planning a similar strategy to launch theCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 16
  • engagement All employees encouraged to have Twitter accounts Most customers first heard about Zappos by word of mouth Custom application lets customers view product reviews on their mobiles at the cosmetics counter 53,000 followers 437,000 fansCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 17
  • engagementCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 18
  • search Conversations and product reviews in blogs or websites are picked up by search engines Social media traffic can easily generate many more search engine hits Chatter in its online community changed HP from not appearing at all on first page of a keyword search to dominating the pageCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 19
  • insight Listen for mentions of your brand (and your Who is talking about the brand? What are people saying about the brand? Where are they talking about the brand?COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 20
  • insight Also, pay attention to individual customers What pain points are being highlighted? Directed to company at large, or a particular situation? What is the emotion or sentiment being shared, either negative or positive? What information is being shared about the various customer experience touchpoints?COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 21
  • insight succeeding in any social media environment The customer is not interested in your stores or your products or your people or your brand The customer wants to be acknowledged speak your languageCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 22
  • COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 23
  • problemsyour organization can competently handle a John Burton, SAP Labs Handling a service problem: Acknowledge Apologize ActCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 24
  • problems Monitors Twitter, blogs, and online review sites for negative mentions 2400 stores in nine countriesCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 25
  • COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 26
  • Why customers turn to Twitter They can avoid the call center altogether Complaints via traditional channels get lost or just fall through the cracks Twitter agents can be more objective and empathetic Immediate resolution to cross-departmental issues issues, providing better answersCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 27
  • How Carphone Warehouse uses Twitter Customer posts on her blog My Carphone Warehouse horror story! Little did I know when I bought my phone from CPW that I would enter a week- Customer then Read about my Carphone Warehouse horror story here: www.customerblog.co.uk the blog Mon, 8 Mar, 15:55 Sorry to hear about your CPW problem. Maybe I can CPW help. Send me a direct message @CPWcares responds to tweet Mon, 8 Mar, 17:34COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 28
  • How Carphone Warehouse uses Twitter Customer posts on her blog My Carphone Warehouse horror story! Little did I know when I bought my phone from CPW that I would enter a week- Customer now writes Update: CPW comes through for me! a positive First, I want to thank CPW for responding to my problem blog post!COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 29
  • crowd service Job Description: Spend several hours a day, up to 20 per week, at your computer, answering customer questions online about technical matters like how to set up an Internet home network or how to Justin McMurry, Keller, TX program a new high- definition television Pays: $0 per hour Source: New York Times, April 25, 2009COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 30
  • crowd service Customers helping other customers Experience to date shows risk is minimal But you have to be willing to give up some controlCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 31
  • crowd service FICO had to attract and engage Superusers Ratings of advice, along with voting for best ideas 850,000 now on this credit-scoring analysis site Customer service calls declined even thoughCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 32
  • crowd service Roomba brand robotic vacuum cleaners Complicated uses, complex home situations Customers are now the primary service advisors for other customersCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 33
  • Strategy. Execution. Results.Socially connected employees If progress and innovation spring tools to become more innovative and resilientCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 34
  • Strategy. Execution. Results.Analytics for retailersCompetes with big analytics, data, and softwarefirms like Oracle, SAS, IRI and NielsenMany partners involved in analysis, review anddecision-­making designed to: Optimize a trade spend Optimize customer offersCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 35
  • DemandTec social media tool: Strategy. Execution. Results.Launched: May 2011COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 36
  • Tools for staying connected Strategy. Execution. Results. Organize groups Follow co-workers and partnersCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 37
  • Strategy. Execution. Results.Social media: Management principles Sharing so how can a business tap into this? De-­control: Social activity is unpredictable, so how can a business manage its operations?COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 38
  • Strategy. Execution. Results. Crowd service is a great example of sharing Sharing different from the money economy At a cocktail party, suppose a friend asked youCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 39
  • Influencing the influencers: Strategy. Execution. Results. Do NOT offer money, free products, or anything of economic value to encourage sharing! DO offer: Acknowledgement: Post a comment on an retweet a smart update Recognition status awards to accomplished contributors Information: Useful data, insight, or non-­confidential organizational information Access: Direct contact with insidersCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 40
  • Strategy. Execution. Results. Trust and punishment People have a natural social desire to punish injustice or selfishness in others Wikipedia works not just because of the 300,000 police it for biased or self-­interested writing!COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 41
  • Strategy. Execution. Results. Social networks are systems E-­Bay, Amazon, Wikipedia, and crowd-­service involve complex feedback loops Negative feedback loop: Creating vs. punishing Positive feedback loop: Popularity leads to more popularityCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 42
  • Strategy. Execution. Results. De-control: Acknowledging unpredictability Pushing on a system does not produce linear, controlled outcomes control conversation manage a social network or a socially connected organization Instead, you just have to give your honeybees dancing shoes!COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 43
  • Five models for enterprise social media Strategy. Execution. Results. Centralized: One departmentOrganic: Allows social media to Hub-­and-­spoke: Relies on a cross-­ functional team to enable others Dandelion: Multiple hub-­and-­spoke systems in a large organization Honeycomb: Rare but effective, empowering individual employees throughout the firm Source: Altimeter GroupCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 44
  • Strategy. Execution. Results. Basic principles:Accept the idea that most people, left to their own, actually wantCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 45
  • Computers will never do everything important in the social era 46
  • BA has well-controlled processes decision47 47
  • Saturdays in Santa Clara Weekdays visiting schoolsCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 48
  • Jim Phillips loves HP! wonderful marriage at home for 36 yearsCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 49
  • Jim Phillips loves HP!COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 50
  • Predictable Surprises, trials customer and tribulations High lifecycle events Employees making non-routine decisions Consumer Involvement Low Threats to cost Business as efficiency usual Effective decisions require employees to be: Engaged Low High Enabled Process StandardizationCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 51
  • The (1769)COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 52
  • There has to be a person in there What you want: Self-organization Your employees need to be Engaged in their work and Enabled to accomplish the missionCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 53