The challenge of Social & mobile customer engagement


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Opening plenary presentation from Directors Forum, London - 3 March 2011.

1) Key challenges to customer engagement
2) Why mobile & social are important
3) Nine trends

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  • WILFing – 2.7m av. Focus time without interuption – Berkley study Today people are under attack from an unlikely source: news and information they can't adequately process. According to an international study people aged 18 to 34 are bombarded by news, facts and updates to the point where they now suffer from "newstritional disorder," according to anthropologist Robbie Blinkoff. 1 Common symptoms can include a diminished attention span, news fatigue, distraction, and even agitation, which can affect how people communicate in their personal and organizational relationships. 1 A study in the UK found that 51 percent of suffers admitted they are suffering from three or more symptoms, and a further 63 percent admitted to believing they may miss out on an opportunity if they log off, while 42 percent claimed they would feel unwanted if they didn't receive regular text messages or emails. 4 With respect to insurance, there is an increasing preference for buying all savings and investment products from the same provider, particularly amongst Anglophone consumers. 2 May 2008, Intel announced they believe that Moore’s Law would continue to hold until 2029, meaning that the price of new technologies will continue to fall, facilitating their swift adoption into mainstream applications ABI research estimates netbooks could reach 35m sales in 2009 (139m by 2013 – canibalising sales of laptops “ The potential to develop a converged mobile product, which would sell between US$100.00 to US$200.00 is less than 12 months away. … Marvell Technology, Dec 2008 Tagging makes us less likely to remember
  • The science of persuasion
  • The science of persuasion
  • The science of persuasion
  • First comes love… Always by my side… My concierge My coach My court jester My magic wand…
  • The science of persuasion
  • The challenge of Social & mobile customer engagement

    1. 1. Meeting the mobile and social challenge Richard Sedley
    2. 2. Richard Sedley Commercial Director Foviance Course Director for Social Media Chartered Institute of Marketing
    3. 4. Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service) CUSTOMER ENGAGEMENT
    4. 5. Question 1 What % of global users access the Internet via a mobile device? 20% PC only 31% mobile device only 49% both mobile & PC Tomai Ahonen Almanac 2011 80% }
    5. 6. 1. Key challenges to engagement
    6. 7. Lack of attention in an information saturated world
    7. 8. Increased customer expectation – “we want it now and we want it free”
    8. 9. Where’s the business model?
    9. 10. Question 2 What is the average number of Tweets per day? 27.3 million Econsultancy 2011
    10. 11. 2. Why social and mobile are important
    11. 12. Three reasons why the future of engagement is social Here be your customers… Social activates mobile… Who do they trust and who do they share with…?
    12. 13. 100,000 mobile fan club members generated 13m Euros
    13. 14. Mobile is NOT the dumb Internet
    14. 15. Seven mass medias <ul><li>Print from 1500s </li></ul><ul><li>Recordings from 1900s </li></ul><ul><li>Cinema from 1910s </li></ul><ul><li>Radio from 1920s </li></ul><ul><li>TV from 1950s </li></ul><ul><li>Internet from 1990s </li></ul><ul><li>Mobile from 2000s </li></ul>Tomai Ahonen Almanac 2011
    15. 16. Eight unique benefits of the 7th mass media <ul><li>Mobile is first personal mass media channel </li></ul><ul><li>Mobile is permanently carried </li></ul><ul><li>Mobile is always on </li></ul><ul><li>Mobile has built-in payment channel </li></ul><ul><li>Mobile is available at the point of creative impulse, enabling UGC </li></ul><ul><li>Mobile has most accurate audience data </li></ul><ul><li>Only mobile captures social context of media consumption </li></ul><ul><li>Mobile enables augmented reality </li></ul>Tomai Ahonen Almanac 2011
    16. 17. Three reasons why the future of engagement is mobile First comes love… Mobile Persuasion: 20 perspectives on the future of behavior change – BJ Fogg & D Eckles edit. My magic wand… Always by my side… … my concierge … my coach … my court jester
    17. 18. Question 3 How much revenue is generated globally through social networking? £8.6 billion 1.5x more than porn Tomai Ahonen Almanac 2011
    18. 19. 3. Nine trends that show us the future
    19. 20. You have to be part of this trend trends Consider being part of this trend trends Too cool for school trendy trends
    20. 21. You have to be part of this trend trends Facebook Pages (customised) 1
    21. 25. You have to be part of this trend trends Social media monitoring 2
    22. 26. Radian6 dashboard
    23. 27. Understand the nature of influence (this stuff is generally too crude)
    24. 28. You have to be part of this trend trends Social media for customer service 3
    25. 29. A different kind of customer service
    26. 30. Consider being part of this trend trends Geo-location engagement 4
    27. 31. Facebook places Foursquare Block Chalk Gowalla
    28. 34.
    29. 35.
    30. 36. Consider being part of this trend trends Social eCRM 5
    31. 37. Flowtown
    32. 38. Social profiles out here Stick yer emails in ‘ere
    33. 41. Consider being part of this trend trends Intelligent info discovery 6
    34. 42.
    35. 43. Too cool for school trendy trends Social scanning 7
    36. 44.
    37. 46. Too cool for school trendy trends Gamification 8
    38. 47. Ridekicks Gamify Deal machine Epicwin
    39. 48. Widgets that allow you to introduce game mechanics to your site…
    40. 49. … when you earn points, you can compare in league tables…
    41. 50. … points mean prizes (or at least badges)
    42. 51. <ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>short </li></ul></ul><ul><ul><li>long </li></ul></ul><ul><ul><li>low </li></ul></ul><ul><ul><li>high </li></ul></ul><ul><ul><li>Fixed interval </li></ul></ul><ul><ul><li>Regular reward </li></ul></ul><ul><ul><li>Variable intervals </li></ul></ul><ul><ul><li>Variable rewards </li></ul></ul>
    43. 52. Too cool for school trendy trends Social creativity 9
    44. 53. Instagram
    45. 55. Bonus trend Social objects 1 0 This is not a trend trend
    46. 56. Don’t concentrate on relationships…
    47. 57. … start by understanding your social objects
    48. 58. The ultimate social object?
    49. 59. Richard Sedley @richardsedley