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COMPLAINTS… 
The Social Science of Complaining
3 waves of digital transformation 
1995+ 
music 
photography 
video rental 
… 
2010+ 
print media 
tv 
travel 
… 
2015+ 
r...
How and through which channels? 
 3 out of 4 belgians outed complaints against a company (Fl-Wall) 
 58% via email 
 33...
Why through social media? 
 42% expect a quicker RESPONSE 
 38% want more people to see their complaint 
 33% expect th...
FRANK’S ROADMAP TO DIGITAL 
LOYALTY 
Don’t try this at home
Content 
1. Disclaimer 
2. Lessons learned 
3. Which communication tools do we use 
4. Mobile Vikings offline 
5. Falling ...
Disclaimer
Why 
Not 
? 
What is different with the Mobile Vikings … 
- Targets 18-35 year 
- MV are data-user = used to social media ...
Lessons learned
Lessons learned 
Create connection with your customer 
Speed is everything 
Transparent 
Involve the community 
Real peopl...
Create connection
But always give correct information
Be transparent
Involve the community
Work with real people (passion)
Which communication tools do we use
Telephone 
Email 
Twitter 
Blog 
Mobile Application
Telephone is not old school
Email is still very popular
Twitter is a very important tool and has to be handled with care
Facebook is the most popular tool to communicate with our Mobile Vikings
Blog is important for the fans
Mobile Application : a new communication and a tool for the future
We receive almost no letters from our Mobile Vikings
What do we do offline
Love and hate
Falling in love is easy 
But staying in love 
Is very SPECIAL 
(Anon)
Be authentic
THANK YOU 
Frank Bekkers 
Evangelist and Co-Founder from Mobile Vikings 
@Flatfrank 
+32 487 40 40 80 
Frank.bekkers@mobil...
GfK DigiTension - Mobile Vikings
GfK DigiTension - Mobile Vikings
GfK DigiTension - Mobile Vikings
GfK DigiTension - Mobile Vikings
GfK DigiTension - Mobile Vikings
GfK DigiTension - Mobile Vikings
GfK DigiTension - Mobile Vikings
GfK DigiTension - Mobile Vikings
GfK DigiTension - Mobile Vikings
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GfK DigiTension - Mobile Vikings

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GfK DigiTension Conference at Lamot Mechelen, September 23rd. http://www.gfk-events.be/en/

Published in: Business
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GfK DigiTension - Mobile Vikings

  1. 1. COMPLAINTS… The Social Science of Complaining
  2. 2. 3 waves of digital transformation 1995+ music photography video rental … 2010+ print media tv travel … 2015+ retail healthcare automotive education … … Source: Digital Transformation, a model to master digital disruption (Caudron, Van Peteghem, 2014)
  3. 3. How and through which channels?  3 out of 4 belgians outed complaints against a company (Fl-Wall)  58% via email  33% via phone  25% via website company  5,9% via Social Media (Facebook, Twitter, Linkedin, Google+, …)  Youngsters (15-24yr): 18%  Young adults (25-34yr): 14%
  4. 4. Why through social media?  42% expect a quicker RESPONSE  38% want more people to see their complaint  33% expect the problem to be SOLVED faster Complaining via Social Media … on the rise!
  5. 5. FRANK’S ROADMAP TO DIGITAL LOYALTY Don’t try this at home
  6. 6. Content 1. Disclaimer 2. Lessons learned 3. Which communication tools do we use 4. Mobile Vikings offline 5. Falling in love is easy, stay in love … 6. Be authentic
  7. 7. Disclaimer
  8. 8. Why Not ? What is different with the Mobile Vikings … - Targets 18-35 year - MV are data-user = used to social media - Our growth objective is limited - We started on social media as main communication tool !
  9. 9. Lessons learned
  10. 10. Lessons learned Create connection with your customer Speed is everything Transparent Involve the community Real people with passion Lessons learned
  11. 11. Create connection
  12. 12. But always give correct information
  13. 13. Be transparent
  14. 14. Involve the community
  15. 15. Work with real people (passion)
  16. 16. Which communication tools do we use
  17. 17. Telephone Email Twitter Blog Mobile Application
  18. 18. Telephone is not old school
  19. 19. Email is still very popular
  20. 20. Twitter is a very important tool and has to be handled with care
  21. 21. Facebook is the most popular tool to communicate with our Mobile Vikings
  22. 22. Blog is important for the fans
  23. 23. Mobile Application : a new communication and a tool for the future
  24. 24. We receive almost no letters from our Mobile Vikings
  25. 25. What do we do offline
  26. 26. Love and hate
  27. 27. Falling in love is easy But staying in love Is very SPECIAL (Anon)
  28. 28. Be authentic
  29. 29. THANK YOU Frank Bekkers Evangelist and Co-Founder from Mobile Vikings @Flatfrank +32 487 40 40 80 Frank.bekkers@mobilevikings.com

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