TSC - Olivier Alain Blanchard - The Brandbuilder Marketing

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TSC - Olivier Alain Blanchard - The Brandbuilder Marketing

  1. 1. Social Business: The Next Decade. Amsterdam, NL 9 February 2012olivier alain blanchard #TSC12 #smROI@thebrandbuilder
  2. 2. Now what?
  3. 3. What do we know?
  4. 4. Over the last 5 years, developing countries have increasedtheir share of global internet use from 44% to 62%
  5. 5. Growth:- Internet users- Mobile broadband subscriptions- Mobile phone subscriptionsFlat:-Fixed telephone lines-Fixed broadband subscriptions
  6. 6. 1. The web is increasingly becoming mobile.
  7. 7. These devices bring new functionality to our lives.
  8. 8. 2. Tablets are becoming the new computing interface.
  9. 9. Tablet sales will outpace desktop PCs in 2013. Source: Seeking Alpha
  10. 10. 3. The web is becoming increasingly social.
  11. 11. 4. The channels are changing.
  12. 12. 5. What people do on the web is changing.
  13. 13. 6. Mobile Commerce is growing.
  14. 14. 7. E-Commerce is still growing.
  15. 15. 7. E-Commerce is still growing.
  16. 16. 8. Companies are developing new revenue models.
  17. 17. So-Lo-Mo
  18. 18. Social Local Mobile
  19. 19. Social CRM: Consumer profiling You know who their friends are. You know what they like. You know what they talk about You know (generally) where they live. You know what they watch. You know what they listen to. You know where they go. You know where they shop. You know who they shop with.
  20. 20. This is data. You know who their friends are. You know what they like. You know what they talk about You know (generally) where they live. You know what they watch. You know what they listen to. You know where they go. You know where they shop. You know who they shop with.
  21. 21. What do these platforms really do? Capture data. Oh fun!!! I get to share Data: everything I do! Who What Where When Why Why not How How often Don’t mind us. What else Just keep sharing stuff!
  22. 22. What brands are focusing on now: The basics: Marketing Advertising Engagement Special Offers Special discounts Contests Awareness Impressions Loyalty Mentions & Sentiment Content Likes Shares Check-ins Retweets Tags WOM
  23. 23. Who is the real winner? Oh fun!!!I get to spend mybudgets here now. Don’t mind us. Just keep Buying ads!
  24. 24. Where the real opportunity is: Dive deeper: Who are my customers? Who aren’t my customers? (and why?) How often do they use my product? What else do they buy? Who are their friends? Where do they go? What do they like? What do they share? What do they search for? What don’t they like? How are we alike? How are we not alike? What’s new? What’s changing? What are their habits & patterns? Where are they right now? Where are they going?
  25. 25. Social CRM: Consumer profiling You know who their friends are. You know what they like. You know what they talk about You know (generally) where they live. You know what they watch. You know what they listen to. You know where they go. You know where they shop. You know who they shop with.
  26. 26. Merge social data with customer data Customer’s transaction history Customer’s transaction habits Customer loyalty rating Customer
  27. 27. Consumer targeting gets a lot better. My marketing dollars will be better spent now. I know exactly who to reach, what channels to use, when to reach out to them and with what kind of messaging.
  28. 28. As marketing efficiency improves, marketing R.O.I. improves. My marketing dollars will be better spent now. I know exactly who to reach, what channels to use, when to reach out to them and with what kind of messaging. Not only will we increase R.O.I., but we will also waste less time doing the wrong things in the wrong places.
  29. 29. Opt-in models ensure none of it feels intrusive. My marketing dollars will be better spent now. I know exactly who to reach, what channels to use, when to reach out to them and with what kind of messaging. Not only will we increase R.O.I., but we will also waste less time doing the wrong things in the wrong places. The best part: We can do this without being annoying or intrusive. Consumers decide what they will allow us to do.
  30. 30. Real-Time, Real-World Targeting.
  31. 31. Would you like to know where your target customers are?
  32. 32. Dave is right there.
  33. 33. Would you like to know what their geo-patterns are?
  34. 34. Would you like to know where they are going right now? Source: Google Latitude
  35. 35. If you are a retailer, you might.Source: Google Latitude
  36. 36. Don’t panic. Think of it more as… BIG MOTHER IS WATCHING YOU
  37. 37. Don’t panic. Think of it more as… BIG MOTHER IS WATCHING YOU … and helping you enjoy life a little better.
  38. 38. BIG MOTHER KNOWS:How far you are from your favorite coffee shop.That you are probably in the mood for pizza.That you need to buy more milk.That it’s been a while since you’ve bought new shoes.That your friends are only two blocks away.That the bus will be here in 3:07.That the H&M down the street has a special sale today.That a new vegetarian restaurant just opened a mile away.Where the closest pharmacy is.That you are bored and looking for something to do. Big Mother saves you time. Big mother saves you money. Big mother makes your life easier.
  39. 39. How Big Mother knows what she knows: Customer’s transaction history Customer’s transaction habits Customer loyalty rating Customer
  40. 40. Back to our example…Source: Google Latitude
  41. 41. “How about a cup of coffee?” Hey Sam, how about a cup of coffee? You’re really close.
  42. 42. “How about a cup of coffee?” What a great idea! Coffee sounds awesome.
  43. 43. “How about a cup of coffee?” Cool! Come on over! We’ll be waiting for you! 
  44. 44. “How about a cup of coffee?” Here we are on the map. We’re on the corner of 21st street, in the big red building.Source: Google Latitude
  45. 45. “How about a cup of coffee?” I’m on my way! Oh look: Sharon is nearby. Maybe I should ping her.Source: Google Latitude
  46. 46. “How about a cup of coffee?” Oh, hi Sam!Coffee? Cool idea!I’ll meet you there in a few minutes! Source: Google Latitude
  47. 47. RECAP OF WHAT HAPPENED Had a delicious cup of coffee he didn’t even realize he wanted.He shared that he was there with his various networks.He rated the coffee shop positively. Met up with an old friend and had a great conversation.Told her friends about it later, which made them want to visit thecoffee shop the next day. Generated €12 in revenue from Sam and Sharon.Increased Sam and Sharon’s loyalty.Increased its exposure to Sam & Sharon’s WOM networks.Attracted more customers later that week.Didn’t spend $3.2M on a :30 Superbowl ad.
  48. 48. Or…
  49. 49. You could just keep doing this: BUY OUR STUFF! WIN A FREE iPad!! LIKE US ON FACEBOOK!!! BUY ONE, GET ONE FREE!!!!
  50. 50. Okay. Enough about SoLoMo…
  51. 51. Let’s revisit the basics of good business.
  52. 52. Customer retention: Cheaper, stronger, longer.
  53. 53. I asked for a coffee stirrer and you guys gave me this… thing.Are you kidding me?! Iam never coming here again!!!
  54. 54. Real Time Customer Service: Real Impact. Ooops! Sorry Henry! We didn’t mean to do that. I just talked to the manager. Your coffee’s on us today. Awww shucks. You didn’t have to do that. He already apologized. I was just mad, earlier. I love you guys.
  55. 55. Or…
  56. 56. … you could keep doing this. BUY OUR STUFF! WIN A FREE iPad!! LIKE US ON FACEBOOK!!! BUY ONE, GET ONE FREE!!!!
  57. 57. Life without real-time Customer Service:  These jerks didn’t listen tome, I tell ya. They just let me walk right on out of there!Well… I’ll show them, won’t I, Jack? I’ll sure show them!
  58. 58. Customer acquisition costs 6x more than customer retention. (Source: Bain & Company study in Harvard Business Review)
  59. 59. Who wants to keep throwing money away?
  60. 60. Social Customer Service will be the new normal. I hear everything now. Awesome.
  61. 61. The way we do business is evolving quickly.
  62. 62. Why?
  63. 63. Because technology is evolving quickly.
  64. 64. BIG MOTHER KNOWS: How far you are from your favorite coffee shop. That you are probably in the mood for pizza. That you need to buy more milk. That it’s been a while since you’ve bought new shoes. That your friends are only two blocks away. That the bus will be here in 3:07. That the H&M down the street has a special sale today. That a new vegetarian restaurant just opened a mile away. Where the closest pharmacy is. That you are bored and looking for something to do.Before social media and mobile devices, this was not possible.
  65. 65. What is Siri again?
  66. 66. What will Siri do for you in 5 years?
  67. 67. Devices and applications are changing the way we live,the way we shop, the way we communicate, the way we learn, theway access news, the way we consume entertainment, the way webank and the way we work.
  68. 68. Social TV Social Appliances & displaysSecond Screen Social Vehicles
  69. 69. Expect seamless integration of digital media.
  70. 70. But why?
  71. 71. CONSUMERS PLATFORMS DEVICES PLATFORMS BRANDS SEARCHING RESEARCHING CURATING RESPONDING SHARING TARGETING BUYING MESSAGING REVIEWING PROMPTING
  72. 72. Or…
  73. 73. … you could keep doing this. BUY OUR STUFF! WIN A FREE iPad!! LIKE US ON FACEBOOK!!! BUY ONE, GET ONE FREE!!!!
  74. 74. The Evolution of Social Business - in just 4 slides -
  75. 75. 2007 - 2012
  76. 76. 2012 - …
  77. 77. Nascent model (2008 – 2011) Director Social Communications Coordinates SM activity Provides leadership + Support Reports to CMO or other SVPMeasurementData Analysis Customer SupportReporting Monitoring Support TriagePR + Reputation MgmtMonitoringResponding to crises MarketingContent & events ResearchCommunity Management Content Development PromotionsMonitoringResponding to inquiriesContent & Engagement
  78. 78. Adolescent model (2012 – 2015) VP Social Communications Developed the Social Communications Infrastructure Oversees SM activity Coordinates SM activity Provides leadership + SupportMeasurementData Analysis Customer SupportReporting Monitoring Support TriagePR + Reputation MgmtMonitoringResponding to crises MarketingContent, events & Promotion Internal ResearchCommunity Management Collaboration Content Development Hub PromotionsMonitoringResponding to inquiriesContentTriage
  79. 79. FIND OUT MORE AT SMROI.NET Ask away.Olivier Blanchard864.630.7398www.olivierblanchard.net@thebrandbuilder (on Twitter)
  80. 80. RESOURCEShttp://mobithinking.com/mobile-marketing-tools/latest-mobile-statshttp://www.itu.int/ITU-D/ict/facts/2011/material/ICTFactsFigures2011.pdfhttp://www.infographicsarchive.com/http://seekingalpha.com/article/241196-tablet-sales-to-overtake-desktop-pcs-by-2013http://globalwebindex.net/http://www.internetretailer.com/trends/sales/http://www.marketingprofs.com/charts/2010/3636/web-video-to-eclipse-broadcast-tv-by-2020http://www.zoomerang.com/whitepaper/measuring-tracking-customer-satisfaction/

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