Generali 3
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This is my presentation to the Generali Communications Council in Bordeaux Sept. 19, 2015
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Generali 3
- 2. MY TRILOGY
- 3. The Lethal Concept Being generous to customers is lethal to competitors. It lowers marketing costs, increases profits & creates user-champions.
- 4. Lose to Gain
- 5. Lethal Generosity Technology scales kindness, reduces marketing costs and raises profits. Sacrifices may cost you something today, only to provide greater ROI tomorrow.
- 7. MILLENNIALS
- 9. MILLENNIAL CUSTOMERS Experience matters most Influenced by friends not brands Driving customer trends Will dominate for 50 years
- 10. MILLENNIAL EMPLOYEES Like solvable problems Collaborate, don’t compete Nodes on a network Motivated by causes
- 11. UNITED SOFTWARE • ‘Trust me 1st’ • Facebook challenge • Culture change • New clients
- 13. RAPID CHANGE Software beating bricks Loyalty is changing Power shifting to buyer
- 14. CAUSES & SHARING
- 16. NORDSTROM ADAPTS
- 19. MARKETING CONVERGES PR, ads, etc. lines blurring Story-telling Niche communities Social media shifts conversation New mobile mindset
- 20. THE NEW PR Everyone’s an influencer Every company’s a media company Data-driven
- 21. VINTANK: IS IT PR?
- 23. THAI INSURANCE
- 27. GET SOCIAL W/CUSTOMERS Agent is partner: User is the customer Simplify everything Use social/mobile for Inbound Start a ‘live healthy’ community or Group Use VinTank listening strategy Simplify forms/explanations % of premiums to designated causes
- 28. A FEW IDEAS Champion customers not agents Start Generali Facebook Group Start a ‘Live Healthy’ Community Communicate directly to Millennials Use Sharing before competitor does
- 29. Shel Israel Writer. Speaker. Nice Guy. shelisrael.com shelisrael1@gmail.com
Editor's Notes
- Tor the past 15 years I have been writing about technology’s impact on business and life. This includes six books, three of which are very closely interconnected…
- blogs was good for biz, Age of Context, 2013 described 5 converging tech forces that we said would change much of business. Lethal Generosity, being released next Monday explains how a great hundreds, perhaps thousands of businesses have embraced business in the two short years since A of C.
- Tell a series of old stories showing how smart merchants have always been Lethally Generous. Scoble Lost sales to gain customers. North Face: Customer walks in one Wednesday afternoon. The Molson challenge.
- I dedicate two full chapters to Millennials. They are now a majority of the marketplace and will remain such for 50 years. As employees, they are changing cultures, values and flattening org charts. As competitors they are attempting to be generous to your customers and lethal to you.
- Last book talked about converging mobile, social, sensors, data and location tech into a storm of change called Contextual Technology. We described those changes as freaky, because of the tech was starting to know more about us than did our lovers and spouses. In this new book I walk about the convergence of Contextual Technology with humans—the emergent Millennial Generation—the first generation of digital natives.
- Let’s talk about those public spaces—where you are often the customers yourself. Shops & malls: airports and train stations, stadiums and concert halls. The phones you carry have beacons in them. Indirectly, they talk with little devices on shelves and walls called beacons. They don’t say much to each other—but it’s enough to know who you are and where you are located: so that they can give you valuable info or just push ads toward tou.
- Lots of talk about Sharing economy. I found what’s really new and different is that traditional companies such as hotels & taxis are now competing with mobile software platforms, who have no brick legacy, who spend next to nothing on marketing. Instead they provide frictionless user experience and count on communities of customer champions to spread the word. My advice in the book to established brands is that they use as much of the new technology as the can: Blue tooth mannequins in stores: keyless rooms and frictionless payment systems. Technology that lets merchants understand customer patterns & can anticipate what they want before they even reach their purchase destination.
- What Simon Anholt told you yesterday. Doing well for society builds trust. Employees like it because they feel that even the mosst tedious task is serving a cause.. CSR is a return on brand. The great big insurance company that no one has ever hear of.. Make people glad that Generali exists.. Males you happier, makes agents happier and most important, makes the people you insure feel better. Generali is bring one-to-one to poor world in form of insurance. Would have been in my book, had I known.
- Point is mobile apps make experiences easier
- One example is Nordtrom an upscale North American department store..
- Looked mostly at Retail & other public-facing business such as airports and train stations, stadiums and convert venues. Business that deal with customers are adopting technologies faster than at any point in history. Very often consumer focus moves before B-to-B. At the end of the day all supply chains end in the hands of an end user.
- When I ran an agency, most clients needed a list of 20-30 analysts and editors to determine who was important. Now everyone is an influence and every company is a media company. Back then in the 1990s, my agency’s success was determined by clip reports. Now data is ubiquitous and it measures the success and failure of every program. Most important of all, this data allows you to understand what every customer wants and contextual technology allows companies to communicate on a personal level with a great many people on a global level all of the time.
- 2.7 billion times daily people say what they like on Facebook. Then there’s Pinterest, Instagram, Snapchat, Twitter & the rest. VinTank just culled social convos on wine. Then paid attention to those who like high end wines. A visitor whose data shows a love for Cabernet comes to Napa, geofence hijacks him… W2O acquires them and will use VinTank social CRM tech to apply to other industries, agency stops calling itself. PR and becomes an integrated marketing service org. Shift hires Chris Penn an IT guy, who reshapes agency to become data-driven. He certifies six team members on Google Analytics. Now, agency can really, truly measure results of every single tactic—one placement vs another. Allowing agency to adjust course inb programs on a near-realtime basis.
- Zurich billboard. Is this advertising or PR? I don’t know. The point is that it a nnew improved way to communicate, one that interacts with people in the context of what they are doing. In away that is not intrusive but gets attention.
- This is storytelling at it’s best. Each tells a story of people helping people—sometimes strangers, sometimes family members. There is always a health issue and generosity is part of it. They last 3-5 minutes and the only mention of Thai Insurance is at the sign-out point. Is this advertising or PR, again I don’t really know. The point is that where and how communications is changing. There is less self-promotion than media attemts of yore.
- This is clearly an ad, using sensors and context. It stirred a conversation and I’m sure sold goods. But watch what happened next…
- Leveraging the attention generated by the shampoo ad, Barncancer Fonden, a Swedish Children’s cancer foundation posted these billboards. This time when the trains whizz past, a 14-year-old girl’s wig is blown completely off. This is communications, in my view in a very powerful way.
- Online mobile-based niche communities are also integrating marketing and communicating in new ways. Nike Women’s running community is open to all women runners, who share data, experience, advice and whatever they please. Nike never promotes itself or it’s products—except in the name of the community. While many of its users continues to find the best shoe for them is with other brands, Nike has discovered that being generous to other brand customers gets them incremental sales in athletic clothing, headbands, Fuelband watches and so on. By being generous to women athletes, Nike gains loyalty to competitor’s customers.