Let’s detechnologize technology for SAPience.be User Day
Let’s detechnologizetechnology.Use the unused potential of your company.Polle de Maagt for SAPience.be User Day.
Hi. I am Polle de Maagt.I change companies to be less about ads andmore acts. I work from Gent, Amsterdam andLondon doing inspiration (pretty much like thissession), coaching and strategy.
Some of my clientsKLM. Nike. Penguin Books.How to get ROI from our customer service How can we change from ads towards How can we capitalize on our authors andand social media efforts? acts? content?Business strategy and roadmap for global and How can we do less talking and do more? Business strategy and roadmap for Europe.local (Asia, Netherlands). Towards new ways of interacting with partners, customers and clients.
Before we start: this is not a presentation about social media.I will not insult you by showing you some graphs on Facebook growth, minutes spent in YouTube and how cool Twitter is.What I WILL show you is how doing business changed.How technology changed.And how you can embrace technology to change your business.
What happened the lastten years?Please. Take a moment.What were you doing in the year 2001?
This was my phone in the year 2001.Please don’t laugh at me. The first iPhone wasn’t released until 2007. Remember what happened to Nokia’s market share after that?
?Google had a market share of <5% in BE and NL. And guess what’s the main influencer for buying decisions nowadays.
It took another three years before Facebook launched. And now they have over 700 million users. And a banking license. Just like Google. And it pretty much replaced the birthday card industry.
No way my mom could have sent this message in 2001.About a month ago, my mom sent me a Facebook message to say she has more friends than I have.
Lower entry barriers: BankSimple is a bank with 12 employees.What is more difficult than starting a bank? A team of 12 started BankSimple, probably the most client-centricbank ever.
Lower entry barriers: Square is a new payment system.Could you imagine starting a new virtual payment system?PayPal’s net Total Payment Volume, the total value of transactions in Q2 2011 was already $28.7 billion, up 34percent year over year.
My phone provider is radicallytransparent.Mobile Vikings offers great customer service, a completeoverview of my costs and even an API (that’s geektalk tosay that you can use your data in other programs).How is that different from your telco?
To summarize it all ...From ToTechnology geekery Technology commodityData scarcity Data overloadEntry barriers were really high Entry barriers are taken awayAds ActsRadically closed Radically transparent
Our three mainchallenges.What will be the main things we will have to tackle in thecoming years?
GROWING CUSTOMER EXPECTATION OF THE SEAMLESS PROVISION OFSERVICES IS CREATING EVEN GREATER PRESSURE ON AN INDUSTRY WHICH IS GENERALLY PERCEIVED IN A NEGATIVE LIGHT.
1) Thanks to KLM everyone has a problem.It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to over-exceed expectations, that actually creates negative conversations.And it sets a new normal ...
KLM proves itrecognizes the personbehind every customer.It’s pretty easy to say you are consumer-centric.Or even put it in an ad.But actually acting on that, that’s a prettydifferent thing.So, this is what KLM did.
An experimenthow happinessspreads.How will little stories ofpersonalized surprises travel theworld? We set out to find out withKLM Surprise.
Towards new normals:24/7/365 customersupport.KLM does 24/7/365 customer support viatwitter and Facebook. Consumers getrapidly used to that.
Death to hotel wifi fees? Paying for internet access?!
The Business Model behind Spotify.com an adbased freemium model A small percentage does already pay for a premium service. The 2011 US launch must be the most anticipated music service launch ever. ! Inc Money Advertiser Exposure to music fans HQ Inc Spotify Music fan Free music service ! Monthly subscription €9,99 27/04/10 Music fan Ad-free Premium music service 27/04/10 by BoardofInnovation.com pitch your business model visually via this free template2) ‘Virtual’ forces you to manage expectations even more. Spotify let’s you subscribe to “virtual” goods.
3) The more technology youadopt, the more you have tountechnologize this.Zappos does an amazing job in making technology invisibleand really understanding consumers.
Helping individuals didn’t make sense.You might be surprised that 11% of all organizations doesn’t answer customer emails. Even more when youknow that exceeding customer expectations builds loyalty (81% repeats, 63% recommends) and falling belowcustomer expectations erodes loyalty (5%/71%).
?4) The more business models change, the more to manage. Freemium and other developments set different expectations.
5) The more contact points, the more to manage. Employees, new touchpoints? What’s next?
AS GLOBALISATION CONTINUES APACE, BUSINESSES ARE DEMANDING PROVIDERS WHO CAN SEAMLESSLY MANAGE THEIR REQUIREMENTS ACROSS GEOGRAPHICAL BOUNDARIES, WHILST DEMONSTRATING FLEXIBILITY AND KNOWLEDGE OF LOCAL MARKETS.
1) You need to change policies andrules. I will tell you a secret: I’m anillegal immigrant.I still have to prove the Belgian government that I can speakDutch. That I know Belgians prefer Jupiler over Heineken. Andthat I can earn a living.
2 The Business Model behind AirBnb.com Clickworker.com a one-sided matchmaking platform Example case: “Just like Amazon Mechanical Turk, Depending on the rental price AirBnb takes a commission up to 12%. people world wide are performing micro-tasks gaining Other platforms use posting fees when people just swap goods or services. micro-payments. ” +300.000 people paid already with a tweet* 27/04/10 by BoardofInnovation.com pitch your business model visually via this free template 27/04/10 2) You need to start thinking local. Lucrative local rooms.
3) Smart targeting: Maybe the best targeted campaign ever.Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate by asking them toleave a review on Tripadvisor. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast inEurope.
4) You can’t think in country borders. Check your phone bill. Or bank. Or iTunes.
WITH THE GLOBAL ECONOMIC DOWNTURN RUMBLING ON, THE INNOVATION OF NEW PRODUCTS AND SERVICES TO INCREASE EFFICIENCIES AND REDUCE COSTS IS CITED AS FUNDAMENTALLY IMPORTANT BY CEOS.
1) Go to market together withyour customers and clients.Telenet launched their new Yelo product in beta and askedtheir consumers to make it better.
The Business Model behind Quirky.com a co-creation platform + e-shop Suppliers will set a minimum amount on the pre-sales. If enough people buy this product, it will be go into production. 27/04/10 by BoardofInnovation.com pitch your business model visually via this free template 27/04/10Quirky makes money from idea generation. Lucrative co-creation.
The Business Model behind Kickstarter.com a marketplace for fund seekers Kickstarter takes 5% of the funding as a commission. 27/04/10 by BoardofInnovation.com pitch your business model visually via this free template 27/04/10Kickstarter goes even further. Lucrative co-creation and co-funding.
The Business Model behind PatientsLikeMe.com a community platform for patients With permission, PatientsLikeMe gathers data that can be resold for huge sums to third parties likes pharmaceutical companies. Simple. Marvelous. 27/04/10 by BoardofInnovation.com pitch your business model visually via this free template 27/04/102) Invest in data, knowledge and algorithms, like Patientslikeme. The ever growing business of gathering and selling data.
3) Smart metrics: Blurb’s nifty useof the Net Promoter Score.Online publishing platform Blurb goes the distance instimulating people to talk about them. They measure howlikely it is that you will recommend the product to friends.Even more, they use this information to tailor offerings.
4) Learning from social media: gradual engagement.Consumers have both monetary and conversation value. Instead of bombarding them with messages, only targetingthem in campaign season or approaching them as cash cows, engage them.
Facebook forces gradualengagement.A lot of campaigns are designed to collect Facebook likes. To beable to tap into the consumer news feed, however, a consumerhad to have a recent interaction with a brand.
Twitter forces gradual engagement.The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-hourcontent strategy.
Campaigns vs programs in engagement.Campaigns have high reach and big impact, but are limited in time.Programs are continuous efforts to gradually engage consumers.
Please. Let technologywork for you. If not, itwill work against you.How?
Create momentum in your organization.Key in integrating social media is to build a ripple effect of small successful projects. It gives people in theorganization time to adapt and learn. It give you time to build business cases and build support.Define goals with intrinsic, learning and change management KPIs.
Define really really clear KPI’s. We willen een reeks van succesverhalen.*Intrinsic - Learning - Change Management KPI’s. Polle de Maagt for InSites Consulting.
Act yourself. 48Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makesyour company or your clients more customer connected.
I hope I was worth talking about.Hi. My name is Polle de Maagt and I am an independentdigital / social media consultant based in Ghent, Belgium.Download this presentation atPolle.me/SAPiencebe2011www.polledemaagt.com@firstname.lastname@example.org