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THE END
THIS ISTHE END OFMARKETING AS WE KNOW IT
6    7980  119
6   Years ago: None of the    technologies we are talking    about existed.               7980  119
6   Years ago: None of the    technologies we are talking    about existed.               7                    Hours per w...
6   Years ago: None of the    technologies we are talking    about existed.               7                    Hours per w...
6   Years ago: None of the    technologies we are talking    about existed.               7                    Hours per w...
Four UnprecedentedMegatrends Are ReshapingCompanies, Industries,and Economies
Four UnprecedentedMegatrends Are ReshapingCompanies, Industries,                               IG TA                      ...
Mobile Software Will Replace Everythingthat People Write, Carry, and Touch Today                        replaced          ...
Think Mobile. Social. Local.
More Sophisticated Systems are Required toManage Larger and More Complex Big Data        1,000,000,000s        1,000,000s ...
More Sophisticated Systems are Required toManage Larger and More Complex Big Data        1,000,000,000s        1,000,000s ...
More Sophisticated Systems are Required toManage Larger and More Complex Big Data        1,000,000,000s                   ...
CUSTOMERBEHAVIOR HAS  CHANGED!
CUSTOMERWAS ALWAYS   KING.
BUT NOWEXPECTS TOBE TREATEDLIKE ONE
Wouldn´t this be the perfect customer?
The reality looks different...
KINGS EXPECT GREAT SERVICE ...
KINGS EXPECT GREAT SERVICE ...CONVENIENT          MOBILERELEVANT            TARGETEDENGAGING            SOCIAL
SO HOW DO YOUGET CUSTOMER´S  ATTENTION?
It´s all aboutDATA
... and all of their interests                  Facebook users publish 60-70                    items about themselves
... and all of their interests                                Facebook users publish 60-70                                ...
PRIVACY&SERVICETwo sides of the same coin.
PRIVACY&SERVICETwo sides of the same coin.
NO    DATA.NO EXCLUSIVE SERVICE.
NOW WHAT?
SOLUTION
MESSAGEEVENTS          YOUR FACEBOOK FANBASE
GET THE WHOLE SOCIAL GRAPH OF YOUR FANBASE
GET THE WHOLE SOCIAL GRAPH OF YOUR FANBASE
WISDOM STRUCTURES & ANALYZESYOUR CUSTOMER BASE
WISDOM STRUCTURES & ANALYZESYOUR CUSTOMER BASE
E                                              C                                             ER                           ...
Social CRM is much more powerful thanTraditional CRM
Social CRM is much more powerful than                     Traditional CRM                      Traditional CRM         Soc...
WERED   by             friendly intelligence
Es folgen die neuen Grafiken...
IN 1990,THE LARGESTBI DATABASEWAS 200 GB.
IN 2011,KIDS UPLOADED200 GB VIDEOSEVERYDAY
John Deere usesSOCIAL MEDIA AS ANADDITIONAL SALES CHANNEL
And makes  1,5 million $additional revenue on facebook
130 friends per user on average
SO, YOU WANT TO GET  FACEBOOK FANS
Customers are connected.
facebook content shared per day:
facebook content shared per day:4.000.000.000
Erik Qualman, Socialnomics
„…Businesses don‘t have the choiceon whether or not they do socialmedia, the choice is on how well theydo it!“Erik Qualman...
„…Businesses don‘t have the choiceon whether or not they do socialmedia, the choice is on how well theydo it!“Erik Qualman...
Only if you know your customers,you can deliver better services.
Only if you know your customers,you can deliver better services.           JD Sports had           Special Sunday Deals?  ...
You used to promote deals to everyone...
... But now customers expect only relevantoffers
... But now customers expect only relevantoffers
... for all of the people ...
150... for all of the people ...                                300                        580                   845
150... for all of the people ...                                300                                                       ...
FACEBOOKHAS ALLTHE DATA ...
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
Karl-Heinz Land - Social Local Mobile - How Data is changing everything
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Karl-Heinz Land - Social Local Mobile - How Data is changing everything

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Karl-Heinz Land - Social Local Mobile - How Data is changing everything

  1. 1. THE END
  2. 2. THIS ISTHE END OFMARKETING AS WE KNOW IT
  3. 3. 6 7980 119
  4. 4. 6 Years ago: None of the technologies we are talking about existed. 7980 119
  5. 5. 6 Years ago: None of the technologies we are talking about existed. 7 Hours per week: people are using980 facebook. 119
  6. 6. 6 Years ago: None of the technologies we are talking about existed. 7 Hours per week: people are using980 facebook. Million facebook users. 119
  7. 7. 6 Years ago: None of the technologies we are talking about existed. 7 Hours per week: people are using980 facebook. Million facebook users. 119 Facebook is growing out of 123 countries world wide
  8. 8. Four UnprecedentedMegatrends Are ReshapingCompanies, Industries,and Economies
  9. 9. Four UnprecedentedMegatrends Are ReshapingCompanies, Industries, IG TA B DAand Economies LO CA L SOC OBILE IAL M
  10. 10. Mobile Software Will Replace Everythingthat People Write, Carry, and Touch Today replaced by Apps
  11. 11. Think Mobile. Social. Local.
  12. 12. More Sophisticated Systems are Required toManage Larger and More Complex Big Data 1,000,000,000s 1,000,000s 100,000,000sUSERS 10,000s 100s Megabytes Gigabytes Terrabytes Petabytes Exabytes DATA
  13. 13. More Sophisticated Systems are Required toManage Larger and More Complex Big Data 1,000,000,000s 1,000,000s 100,000,000sUSERS Social Intelligence Mobile Intelligence 10,000s Web Intelligence 100s Desktop BI Megabytes Gigabytes Terrabytes Petabytes Exabytes DATA
  14. 14. More Sophisticated Systems are Required toManage Larger and More Complex Big Data 1,000,000,000s 30 Billion New Content Pieces Added Monthly to Facebook 1,000,000s 100,000,000s 140 Million TweetsUSERS Social Sent per Day Intelligence 10 Trillion Texts Projected Mobile Intelligence Worldwide for 2013 10,000s Web 35 Hours of Video Uploaded Intelligence every Minute to YouTube 100s Desktop 8 Exabytes of Business Data BI Created Annually by Companies Megabytes Gigabytes Terrabytes Petabytes Exabytes DATA
  15. 15. CUSTOMERBEHAVIOR HAS CHANGED!
  16. 16. CUSTOMERWAS ALWAYS KING.
  17. 17. BUT NOWEXPECTS TOBE TREATEDLIKE ONE
  18. 18. Wouldn´t this be the perfect customer?
  19. 19. The reality looks different...
  20. 20. KINGS EXPECT GREAT SERVICE ...
  21. 21. KINGS EXPECT GREAT SERVICE ...CONVENIENT MOBILERELEVANT TARGETEDENGAGING SOCIAL
  22. 22. SO HOW DO YOUGET CUSTOMER´S ATTENTION?
  23. 23. It´s all aboutDATA
  24. 24. ... and all of their interests Facebook users publish 60-70 items about themselves
  25. 25. ... and all of their interests Facebook users publish 60-70 items about themselves DEMOGRAPHICS ACTIVITIES INTERESTS NETWORK Name: John Doe CHECK-INS BRANDS FRIEND - JANE Age: 28 Golden Gate Park Timberland, Adidas, Crest Age: 32 Birthday: Oct 25, 1983 Juice It! PLACES Gender: Female Gender: Male Giants Stadium Yosemite, Napa Valley, Likes: Zinfandel Family: Married Markham Winery Big Sur, Rome Check-ins: Grand Canyon Education: Masters 12 RSVP‘S Tuesday PEOPLE FRIEND - TOM College: Georgia Tech 49ers Game Steve Jobs, Hillary Clinton, Tahoe ski weekend Age: 34 Location: San Francisco, CA Leo Messi, Lady Gaga New Year’s Eve party Gender: Male Hometown: Cincinnati, OH Likes: Golf Country: USA Escape from Alcatraz SPORTS 49ers, Giants, Sharks, Check-ins: Starbucks Employer: Intel Warriors Language: English, Spanish
  26. 26. PRIVACY&SERVICETwo sides of the same coin.
  27. 27. PRIVACY&SERVICETwo sides of the same coin.
  28. 28. NO DATA.NO EXCLUSIVE SERVICE.
  29. 29. NOW WHAT?
  30. 30. SOLUTION
  31. 31. MESSAGEEVENTS YOUR FACEBOOK FANBASE
  32. 32. GET THE WHOLE SOCIAL GRAPH OF YOUR FANBASE
  33. 33. GET THE WHOLE SOCIAL GRAPH OF YOUR FANBASE
  34. 34. WISDOM STRUCTURES & ANALYZESYOUR CUSTOMER BASE
  35. 35. WISDOM STRUCTURES & ANALYZESYOUR CUSTOMER BASE
  36. 36. E C ER M M O C SA GE MES DEALS EVE NTS C O U PO NPERSONALIZE YOUR MARKETING & COMMERCE
  37. 37. Social CRM is much more powerful thanTraditional CRM
  38. 38. Social CRM is much more powerful than Traditional CRM Traditional CRM Social CRM Setup Cost $ xxx millions Free Half Life of Data 36 months A lifetimeMaintenance Cost $ x millions per year Self-Maintained Level of Trust Low High
  39. 39. WERED by friendly intelligence
  40. 40. Es folgen die neuen Grafiken...
  41. 41. IN 1990,THE LARGESTBI DATABASEWAS 200 GB.
  42. 42. IN 2011,KIDS UPLOADED200 GB VIDEOSEVERYDAY
  43. 43. John Deere usesSOCIAL MEDIA AS ANADDITIONAL SALES CHANNEL
  44. 44. And makes 1,5 million $additional revenue on facebook
  45. 45. 130 friends per user on average
  46. 46. SO, YOU WANT TO GET FACEBOOK FANS
  47. 47. Customers are connected.
  48. 48. facebook content shared per day:
  49. 49. facebook content shared per day:4.000.000.000
  50. 50. Erik Qualman, Socialnomics
  51. 51. „…Businesses don‘t have the choiceon whether or not they do socialmedia, the choice is on how well theydo it!“Erik Qualman, Socialnomics
  52. 52. „…Businesses don‘t have the choiceon whether or not they do socialmedia, the choice is on how well theydo it!“Erik Qualman, Socialnomics„…social media is your customertoday, customer tomorrow,employees, etc.“Scott Monty, Ford Motor Company
  53. 53. Only if you know your customers,you can deliver better services.
  54. 54. Only if you know your customers,you can deliver better services. JD Sports had Special Sunday Deals? Why are they sending me nappy vouchers? I don´t have a child! I would love to go to China, when is the best time to book? Why doesn´t Groupon send me offers I realy need? I wonder what I could buy Jim for his birthday?
  55. 55. You used to promote deals to everyone...
  56. 56. ... But now customers expect only relevantoffers
  57. 57. ... But now customers expect only relevantoffers
  58. 58. ... for all of the people ...
  59. 59. 150... for all of the people ... 300 580 845
  60. 60. 150... for all of the people ... 300 2009 580 2010 845 2011 2012 active facebook users in millions
  61. 61. FACEBOOKHAS ALLTHE DATA ...

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