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Business in the digital world - University of Stavanger 290914

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Guest lecture about Digital and social media at the University of Stavanger.

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Business in the digital world - University of Stavanger 290914

  1. 1. Business in the digital world Entrepreneurship and Business Planning 29.09.2014 Alain Fassotte - Director of Sales and Senior Consultant creuna.no alain.fassotte@creuna.no alainfassotte +47 920 611 16 AFassotte alainfassotte
  2. 2. © Creuna
  3. 3. Agenda 1. Short about Creuna 2. Social media and the digital evolution 3. Customer experience management 4. Mind the communication gap 5. Key takeaways, a case and discussion © Creuna
  4. 4. Driving change in a connected world © Creuna
  5. 5. 340 visionary peoples © Creuna Page 5
  6. 6. Aarhus Helsinki Helsingborg Oslo Gothenburg Copenhagen Stockholm Stavanger © Creuna
  7. 7. Some of the biggest Nordic brands © Creuna
  8. 8. What we do © Creuna strategy +design +technology eCommerce Company sites Information Sites & Portals Brand sites Intranet Customer Experience Design Service Design Branding and Advertising Content Management Online marketing Campaigns Mobile Social Media SEO/SEM Analytics & Insights Content production
  9. 9. Technology Design Strategy Cross disciplinary
  10. 10. Why are we in social media? If you were the only human on earth. Would you paint a painting or write a song?
  11. 11. Sharing!
  12. 12. Social media is nothing new! © Creuna
  13. 13. It´s digitalization of normal human behavior.
  14. 14. It´s all about building our own identity, also in the digital world.
  15. 15. It´s faster, more effective, cheaper and has further reach than the tools we had before. © Creuna
  16. 16. “Social media has changed the old fundament of power in the world,
  17. 17. - through democratization and establishing new digital hierarchy's
  18. 18. The Arab spring © Creuna
  19. 19. © Creuna
  20. 20. © Creuna
  21. 21. How many work offers? 72 How many relevant? 45
  22. 22. © Creuna
  23. 23. © Creuna The great potential Customar Technology Buisiness User fokus - Low focus on the buisiness needs Traditional marketing and branding- Low focus on customars needs. Direct customar dialog - Low focus on efficiency and innovation
  24. 24. It is all about understanding and respecting the power and expectations the costumer have to your company © Creuna
  25. 25. Customers no longer separate markting from the product. -it is the product. © Creuna
  26. 26. They don´t separate marketing from the in-store or online experience. -it is the experience. © Creuna
  27. 27. In the era of engagement, marketing is the company. McKinsey 2011. © Creuna
  28. 28. Do you know this brand?
  29. 29. All that can be digitalized, will be digitalized!
  30. 30. The greatest treat to any company is lack of digital strategy
  31. 31. Remember that your costumer does not come alone to your store anymore. They bring their hole digital network with them.
  32. 32. 3. CXM
  33. 33. - A new costumer journey Search © Creuna Attention Interest Desire Ask Compare Discover Action Decide Ambassador Use support Share Trust find like love Friend Personalize
  34. 34. THE WEAKEST LINK © Creuna
  35. 35. ∞ It´s a continuous customer journey before under Sales communication after © Creuna Creuna
  36. 36. Where does the customer get purchase information from? Social media User Reviews Online Advertising Expert Reviews Word Of Mouth Official Brand Websites TV Advertising 54 % 52 % 51 % 46 % 45 % 44 % 40 % © Creuna Kilde: Nielsen – The role of content Mars 2014
  37. 37. 97% of customers goes through a buying process without your company being involved! Kilde: McKinsey & Company
  38. 38. 93% of B2B purchases start with a web search Kilde: McKinsey & Company
  39. 39. ∞ It´s a continuous customer journey before The total customer under experience after © Creuna Creuna
  40. 40. ∞ The total customer experience Sales Marketing © Creuna
  41. 41. ∞ The experience is the brand The total customer experience Sales Marketing © Creuna
  42. 42. “Our organization is so complex that it is only the customer that can see the total picture”
  43. 43. 4. The communication gap
  44. 44. The market leaders? Product leader Operational excellence Client intimate - middle-of-the-market products at the best price with the least inconvenience. - best product and inovation, period! - specialize in satisfying, unique needs and relationships
  45. 45. 5. Key takeaways and a case
  46. 46. ∞ The total customer experience Sales Marketing © Creuna
  47. 47. - A new costumer journey Search Discover © Creuna Ask Compare Decide support Share Ambassad Use or Trust find like love Friend Personalize
  48. 48. © Creuna concept and design activities and channels evaluate and measure implementation
  49. 49. analysis ambition strategic CXM implement © Creuna concept and design activities and channels evaluate and measure choices concept and cxm direction Doing the right things Doing things right
  50. 50. Implement!
  51. 51. ∞ On all touch points before under after © Creuna Creuna
  52. 52. ∞ And your organisation The total customer experience Sales Marketing © Creuna
  53. 53. Case: Rottefella
  54. 54. + - 1. Analysis • Positive associations • High market share in Norway and internationally • High level of innovation • High volume • Low preference for the binding • Low knowledge of the bindings roll • Low margins • Many sub-brands © Creuna
  55. 55. 1. Analysis © Creuna
  56. 56. 2. Ambition and strategic choices • Take back ownership of the binding • Clarify the roll of the binding • Show the Rottefellas quality © Creuna ”Superior transmission of power from man to ski”
  57. 57. 3. Concept and CXM direction User oriented communication both digital and traditional The user in the center And the roll of the binding © Creuna
  58. 58. © Creuna
  59. 59. Rottefella Brand strategy, new identity and tons of stuff to tell the world that we’re here to stay © Creuna
  60. 60. © Creuna
  61. 61. © Creuna
  62. 62. © Creuna
  63. 63. 4. Results “Powered by you. Technology by us.” © Creuna
  64. 64. Worth remembering 1. Lack of digital strategy is the biggest weakness today 2. Social media is only digitalization of normal human behavior 3. Social media has changed the old fundament of power in the world 4. Customer journey has become more complex 5. Identify all the contact points on the customer journey 6. Give the customer reel value in all contact points 7. Decide what kind of market discipline your business belongs to 8. Make a solid strategy based on insight, ambition and an overall concept 9. Work cross disciplinary and across internal silos 10. Remember that the customer always sees the whole picture © Creuna
  65. 65. Thanks! Any questions? creuna.no alain.fassotte@creuna.no alainfassotte +47 920 611 16 AFassotte alainfassotte

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