Abt srbi trb social media presentation 1.22.12


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Abt srbi trb social media presentation 1.22.12

  1. 1. THE NEW PULSE OF THE CONSUMERLeveragingPrivate-SectorLearning for theTransportationIndustryJanuary 22, 2012
  2. 2. Trends in Private-Sector Research  Consumers are changing at the speed of light  Rapidly evolving technology and communication channels are changing consumer habits The volume of information can be overwhelming Companies are racing to catch up and adaptConfidential. All Rights Reserved. Abt SRBI | pg 2 2
  3. 3. How has the Consumer Changed? Technology has shifted how consumers socialize, shop and interact The ability to influence others has grown exponentially Consumers expect more from brand interactions One-way messaging is being replaced by Lets take a closer conversations look at Social Media…Confidential. All Rights Reserved. Abt SRBI | pg 3 3
  4. 4. Social Media Across the GlobeConfidential. All Rights Reserved. Abt SRBI | pg 4
  5. 5. We are Becoming SocialConsumers Online Social Networks and Blog sites rule Americans’ Internet time, accounting for 23 percent of time spent online. More than twice the amount of time spent on the #2 category, Online Games. Source: Nielsen, May 2011 www.getsatisfaction.comConfidential. All Rights Reserved. Abt SRBI | pg 5 5
  6. 6. Why is This So Important? One Breakthrough Book – Empowered The Central Idea Behind Empowered? We must respond to customers escalating power. ―…people generate 500 billion online influence impressions on each other every year…. this influence is highly concentrated — 16% of the people generate 80% of the influence.―Bernoff J., & Schadler T. (2010). Empowered. Harvard Business Review Press. Confidential. All Rights Reserved. Abt SRBI | pg 6 6
  7. 7. Social Media is Here to Stay Consumer habits have changed Customers want to engage more than ever… on their terms Jumping in without a plan and the appropriate resources in place can be dangerous Making connections that fit your consumers and business is the key to successConfidential. All Rights Reserved. Abt SRBI | pg 7 7
  8. 8. The Channels are Always ChangingConfidential. All Rights Reserved. Abt SRBI | pg 8
  9. 9. How is the Private-SectorResponding? ADAPTING: – Getting connected “The issue of social digital media – that train – Evolving business practices has left the station. It is a runaway train, and it’s not – Deploying resources coming back. And as a result of that the COLLABORATING: understanding, the capability, the insight that – Recognizing that conversations are goes along with emotionally cross-functional engaging with people through these channels is ENGAGING: mission critical to any enterprise.‖ – Employees and customers are – Howard Schultz fueling innovation, solving problems and acting as brand ambassadorsConfidential. All Rights Reserved. Abt SRBI | pg 9 9
  10. 10. The Future Role of Research Consider all sources of Customer Relations feedback in Research PR planning Structure, Marketing RESEARCH DEEPER INSIGHTS analyze and interpret Operations feedback to R&D deliver deeper insights Confidential. All Rights Reserved. Abt SRBI | pg 10
  11. 11. New Private Sector Research Tools Ideation Sites CommunitiesCommand Centers Confidential. All Rights Reserved. Abt SRBI | pg 11 11
  12. 12. Southwest is Connected http://www.slideshare.net/christi5321/join-the-conversation-2176989Confidential. All Rights Reserved. Abt SRBI | pg 12 12
  13. 13. Starbucks is EngagedRanked #1 most engaged brand online in July, 2009. http://techcrunch.com/2009/07/20/the-most-engaged-brands-on-the-web/ Over 27,000,000 fans globally Over 250,000 registered 1,000,000+ followers members have submitted 100,000 ideas. Successful loyalty programs were ―In less than 90 days, Starbucks became the among the 100 initiatives number one company in America in terms of launched in response to revenue and frequency of people paying for these customer ideas. something on their smart phone at Starbucks. However, we were able to create significant http://boomertechtalk.com/howard-schultz-on- awareness and relationships with our customers the-importance-of-social-media-for-business/ as a result of using social and digital media to explain it, to talk about it, and it had a life of its own.‖ – Howard Schultz Confidential. All Rights Reserved. Abt SRBI | pg 13 13
  14. 14. Other Best PracticesConfidential. All Rights Reserved. Abt SRBI | pg 14
  15. 15. Transportation Applications Improve Response Rates Reduce Costs Supplement InsightsConfidential. All Rights Reserved. Abt SRBI | pg 15
  16. 16. Improve Response Ratesand Reduce Costs Online Invitations By: Phone www. Country Language Mode Mobile Social Text or Web Route Media Vessel GPS and date verificationConfidential. All Rights Reserved. Abt SRBI | pg 16
  17. 17. Deeper Qualitative Insights Mine survey and Social Media comments to add depth to resultsConfidential. All Rights Reserved. Abt SRBI | pg 17
  18. 18. Conclusions1. Most important: Social Media is here to stay2. The Private Sector knows this and is adapting accordingly3. The general public are now Social Consumers!4. Companies must approach Research and Social conversations cross-functionally5. Engaging customers and creating influencers should be incorporated in the Research planning processConfidential. All Rights Reserved. Abt SRBI | pg 18 18
  19. 19. Confidential. All Rights Reserved. Abt SRBI | pg 19 19
  20. 20. Thank Abt SRBI MID Division Duane Clement, President You! email: d.clement@srbi.com phone: +1 513.509.3886Confidential. All Rights Reserved. Abt SRBI | pg 20 20