The new customer,The ENGAGED customer            May god save us all…                A presentation by :                Ba...
What has changed?
4 things…
The Social aspect
The Behavioural aspect         1.   Adoption         2.   Collaborative Filtering         3.   Content Creation         4....
New ways of Marketing
New waysto measure
Some examples
Collaborative FilteringSpotify’s radio stations- 3 million paying membersworldwide- heavy integration with facebook- no nu...
Succesfull user generated        content Free subtitles for your legaly downloaded content () - 728.900.778 downloads - 1...
Community powered support         forum80% of all support answers comefrom people outside theorganisationPowered by commun...
Real-time community   Management
Real-time community      Management Fail"Lets hurry home and do not forget to order from your favoriteKFC menu!!
Real-time community Management Fail
Metrics and how they influence         the business
Reward your community
A very successful viral campaign   that is actually a huge FAIL
And another one…
Neckermann : a good example
It’s not a sprint
It’s a marathon
Thank you…  @bartvdk  be.linkedin.com/in/bartvdk  bartvandenkieboom
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The new customer, the Engaged customer

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This presentation was given at the Café numérique in Liège on 18 september 2012

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  • Businesses are losing the power to dictate the communications agendacustomer audiences are smaller and specialistcustomer audiences are also broadcastersDecreasing brand loyaltycustomer loyalty is hard to achieveincreasing ineffectiveness of TV advertising decrease of trust in advertising and increase of trust in peersCE is the attempt to create an engaging dialogue with target consumers and stimulate their engagement with the brand
  • What are the components of CE
  • Peopleinteract in multiple socialcommunictiesNotnecesseralylinked to a productPeer-pressure is increasingAdvisefrom a peer is a realinfluencerBrands nowcaninteractwith the customer
  • Organisationstry to create and stimulatecustomer engagement (it is believedthatthiswill help achieve the business objectives)The aim is to strenghthen the emotional, psychologicalorphysicalinvestment a client has with a brand.Adoption: Bookmarking, Tagging, Adding to groupCollaborative Filtering : Rating, Voting, Commenting, Endorsing, FavouritisingContent Creation : Upload (User Generated Content), Blogging, Fan community participation, Create mash-ups, Podcasting, VloggingSocial : Adding Friends, Networking, Create Fan Community
  • Classic MarketingCE MarketingReach and awarenessfocused - Targeted and customizedClearseparationbetweencustomer and organisation - Participation modelOneway top down, formal B2C, B2Einteraction - Continuing, dialogic, decentralised and personalised : community managament
  • Fromclickstreammetrics totrackingBehaviorNeedsValuesIn short : PredictiveAnalytics
  • Fromclickstreammetrics totrackingBehaviorNeedsValuesIn short : PredictiveAnalytics
  • Customplaylistsbasedonyourfavourite tracks (dataminingbasedonbehaviour of friends and peers)
  • Thomas Cook studies the socila media to defineitsnewdestinations
  • Thomas Cook studies the social media to defineitsnewdestinations
  • Aparte kanalen (non-branded)86176 fans1 million € generatedsalesthroughsocial media(denk aan de Brussel “gaffe”)http://www.brusselnieuws.be/artikel/neckermann-vergeet-brussel-op-kaart
  • Aparte kanalen (non-branded)86176 fans
  • Aparte kanalen (non-branded)86176 fans
  • Aparte kanalen (non-branded)86176 fans
  • The new customer, the Engaged customer

    1. 1. The new customer,The ENGAGED customer May god save us all… A presentation by : Bart Van Den Kieboom (@bartvdk) CMO Proximedia and also knows a bit about digital communication (a tienie weenie)
    2. 2. What has changed?
    3. 3. 4 things…
    4. 4. The Social aspect
    5. 5. The Behavioural aspect 1. Adoption 2. Collaborative Filtering 3. Content Creation 4. Social
    6. 6. New ways of Marketing
    7. 7. New waysto measure
    8. 8. Some examples
    9. 9. Collaborative FilteringSpotify’s radio stations- 3 million paying membersworldwide- heavy integration with facebook- no numbers in Belgium
    10. 10. Succesfull user generated content Free subtitles for your legaly downloaded content () - 728.900.778 downloads - 1.821.926 subtitles - 1.017.781 known users
    11. 11. Community powered support forum80% of all support answers comefrom people outside theorganisationPowered by community software(Jive)
    12. 12. Real-time community Management
    13. 13. Real-time community Management Fail"Lets hurry home and do not forget to order from your favoriteKFC menu!!
    14. 14. Real-time community Management Fail
    15. 15. Metrics and how they influence the business
    16. 16. Reward your community
    17. 17. A very successful viral campaign that is actually a huge FAIL
    18. 18. And another one…
    19. 19. Neckermann : a good example
    20. 20. It’s not a sprint
    21. 21. It’s a marathon
    22. 22. Thank you… @bartvdk be.linkedin.com/in/bartvdk bartvandenkieboom

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