Consumer 2K:


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I presented this at Highmark Blue Cross Blue Shield as part of their Every Hand Counts event in early October.

Today’s consumers (young and old) are connected through technology. It has become an integral part of day-to-day life for most and their consumer habits are shaped by their digital activity. Through technology they have the ability to research detailed information, connect with experts and other consumers and are empowered to be flexible in their product choices. This session will explore technology trends, the technologies that consumers use to stay connected, the impact other digital consumers have on product choices and how technology has impacted brand loyalty in the age of the flexible consumer. This technology overview will provide an insight into the technology that’s enabling consumers and their expectations of technology as part of the consumer experience.

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  • Explain my roles at HU and my marketing background
  • Consumers = individuals Consumers = businesses
  • What do you think about this quote? Somewhat short sited. Now we know it’s a short sighted outlook, but at the time it was a pretty reasonable assumption. The lesson we can take from this is to consider how our environment can change quickly. What we think is going to happen may be the exact opposite of what will happen. So, we need to be aware of the changing environment around us and be proactive about change realize the advantages it can give us. And, today that change is much faster than it was in 1977.
  • The web has been changing. While It’s had an impact on consumer behavior since its inception, that impact has increased immensely over the past 10 years as the web has evolved from a primarily one-way publishing medium to a two-way collaboration medium.
  • Social web, social networking is one element of the web 2.0 evolution. Are you guys aware of what social networking is and what some of sites are for social networking? How many of you use social networking for your own personal use? What are some of the site you use.
  • Some examples of the more popular social media sites, facebook, youtube, twitter
  • Now let’s take a look at a short, 4 minute video that highlights some of the impact and growth of social media. What are some surprising elements from the video? 4 minute video Show after the video
  • Some other representations of the impact of social media
  • This is just not happening in the business-to-consumer communications. It’s happening in business-to-business communications as well.
  • So, what about healthcare? Social media is impacting consumer behavior, but isn’t that really only in retail and disposable purchases? There are some parts of this video that are difficult to read, but it’s worth a look for a few of the items that are highlighted.
  • And, this one is a conference promo for an event that focuses on social media in healthcare. It highlights some case studies that indicate how social media is making an impact in healthcare.
  • So those are some examples with some indication of the impact that some of the new technologies are having. Now, let’s take a closer look and consider how technology is changing the consumer experience and empowering the consumer throughout the process.
  • What’s different
  • What’s different?
  • This is the purchasing process. Think about how this process is traditionally undertaken. Go through the various elements. These new tools and techniques are changing this.
  • Blogs provide direct access to experts who can identify or validate a need based on content/opinion they provide. Advertising in all forms can be built around this.
  • Research is at our fingertips. We no longer have to go to the store to learn about a product. And, better yet . . . Now we can access reviews from other buyers and even comment on their reviews and/or connect to them directly.
  • Now we can even involve others in the decision process. Blog pictures to share experience and get others opinions
  • The purchase is different too. Not only can we purchase online, but now we can purchase based on search criteria (price or shipping cost). We can also read reviews from others that have purchased.
  • Facebook like After purchase we are no longer limited to the user manual or product hot line when we have a negative experience. And, we are no longer limited when it comes to telling others about a positive experience. This is a Facebook page that indicates all of the businesses that this individual likes.
  • Mobile devices impact this environment even more . . . Point of experience communication
  • Virtual worlds is another emerging environment where consumers are conducting commerce and communication. They are part of the web 2.0 evolution because of the two-way communication and collaboration that can happen in these spaces.
  • So, what does all of this mean? In a one-way environment, product and content were king. In a two-way environment, conversation is king. What’s your strategy? Two thoughts: Your customers are having the conversation with or without you. Would you rather be involved in the conversation or not? What are you going to lend to the conversation?
  • Here’s an example of the consumer having the conversation without the company involved.
  • Point people to your social media through other streams Breaking news / special announcements via Twitter. Scheduled chats via Twitter.
  • Especially today, our successes of the past are not a guarantee of our successes in the future. We need to be aware of and open to change.
  • At the same time, the sky is not falling. But, you don’t want to wait until year 10. Get started today.
  • Get started even by just learning more.
  • Consumer 2K:

    1. 1. Consumer 2K Connecting, Comparing and Choosing with Technology October 7, 2010 1:30 – 2:15 Andy Petroski Director and Assistant Professor of Learning Technologies
    2. 2. The Plan 1:30 – 2:15 <ul><li>Technology and Consumers </li></ul><ul><li>New Relationships </li></ul><ul><li>Technology and the Purchasing Process </li></ul><ul><li>The Changing Landscape of Business </li></ul>
    3. 3. “ There is no reason for any individual to have a computer in his home.” (Ken Olson, President, Digital Equipment Corporation, 1977)
    4. 4. Web 1.0 (read) Web 2.0 (read/write/share)
    5. 5. Social Media / Networking
    6. 6. Social Media / Networking
    7. 7. Impact of Social Media
    8. 8. Impact of Social Media
    9. 9. Impact of Social Media B-to-B 81% have a social media account 75% participate in microblogging 93% believe all companies should have a social media presence 85% want you to interact and engage with them through social media From Social Media B2B!
    10. 10. Impact of Social Media Healthcare
    11. 11. Impact of Social Media Healthcare
    12. 12.     Consumer Relationship before 1997 One-way, local Before Web (BW)
    13. 13.        Consumer Relationship 1997-2004 One-way, global Web 1.0
    14. 14.        Consumer Relationship, 2004 - Present Two-way, global Web 2.0 Brand Loyalty?
    15. 16. Need
    16. 17. Research
    17. 18. Decide
    18. 19. Purchase
    19. 20. After Purchase
    20. 23. Conversation Content _______ is king Product What’s your strategy?
    21. 24. United Breaks Guitars
    22. 25. Consider this . . . <ul><li>Let them know you are social </li></ul><ul><li>Breaking news / special announcements via Twitter </li></ul><ul><li>Announce events, post photos, gather “friends” you can push into to on Facebook </li></ul><ul><li>Video testimonials on YouTube </li></ul><ul><li>How can you leverage it internally? </li></ul>
    23. 26. “ Success is a lousy teacher. It seduces smart people into thinking they can't lose.” Bill Gates
    24. 27. “ We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Don't let yourself be lulled into inaction.” Bill Gates
    25. 28. Learn More <ul><li>Web sites / blogs </li></ul><ul><li>Join the conversation in social media (watch and learn) </li></ul><ul><li>IABC, ASTD, Social Media Club and other organizations </li></ul><ul><li>Conferences, workshops and courses </li></ul>
    26. 29. <ul><li>Andy Petroski </li></ul><ul><li>Director of Learning Technologies </li></ul><ul><li>Assistant Professor of Learning Technologies </li></ul><ul><li>Harrisburg University </li></ul><ul><li>[email_address] </li></ul> apetroski
    27. 31. Consumer 2K Connecting, Comparing and Choosing with Technology October 7, 2010 1:30 – 2:15 Andy Petroski Director and Assistant Professor of Learning Technologies