"A Design Thinking Approach to Online Engagement"
Create richer and long-lasting engagement
Carl Griffith was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
A presentation shared at the Webinar - #100 Social Media Marketing Day @ Your Desk - 11th April 2011
In this presentation Carl Griffith will introduce you to some principles of design thinking and how these can help differentiate ordinary online engagement from extraordinary engagement
Learn how understanding your customers' deeper needs and desires can enable richer and more long-lasting engagement
Learn why understanding your customers' broader context and their journey with your brand or organization is so powerful
The Birth Of A Grand Strategist By Waqar RiazWaqar Riaz
This journey is to learn about and understand models and ideas that are great enough to trigger our thinking, and may help us to imagine what is possible with what we have.
This effort has been exerted in an attempt to understand the grand concepts of planning and how it can help to strengthen the future for brands, people and communication companies.
Lean LaunchPad NYU ITP - Value Proposition, with additional design and enthrography tools for how to talk to customers, observe, and get underneath the obvious pain points.
New Frontiers: UX Professional as Business ConsultantCindy Chastain
We talk a lot about cross-channel experiences and how to address these new challenges as designers, but what about using our design skills, our hard won knowledge and empathy for customers to help companies decide what products and services will help grow their business? While companies are coming round to the value of customer experience, they're struggling to acquire the skills needed for creating and managing touch points as well as understanding and prioritizing needs. And when we're talking multi-channel ecosystems, who's better equipped to address this complexity than those who have the skill set to not only understand it, but to design it and guide how it's built.
From optimizing the cross-channel customer experience, to creating new product and service extensions, we're heading into a prime moment for bringing our toolkit into the business arena. This talk is meant to be both a thought starter a around how UX can begin to play a substantive role in a company's digital strategy. Using examples from my own experiences and input from a variety of seasoned practitioners, we'll examine the challenges and map the opportunities across our own journey as UX professionals who are starting to think about what's next.
IIDEX 2013
Abstract: This presentation aims to put strategic design into perspective as a new culture of decision-making. Design strategy is about creating roadmaps and brand experiences that are transcendent and resilient. It is about processes that embark on social engagement as a catalyst for systemic organizational change. It is about systems of products and services that are strategically innovative and holistic. Design strategy is about a mindset, a way of thinking and a set of tools that help businesses, organizations and institutions realize what it is that they should be doing next, how they can do it, and most importantly, why they should be doing it in the first place.
A presentation shared at the Webinar - #100 Social Media Marketing Day @ Your Desk - 11th April 2011
In this presentation Carl Griffith will introduce you to some principles of design thinking and how these can help differentiate ordinary online engagement from extraordinary engagement
Learn how understanding your customers' deeper needs and desires can enable richer and more long-lasting engagement
Learn why understanding your customers' broader context and their journey with your brand or organization is so powerful
The Birth Of A Grand Strategist By Waqar RiazWaqar Riaz
This journey is to learn about and understand models and ideas that are great enough to trigger our thinking, and may help us to imagine what is possible with what we have.
This effort has been exerted in an attempt to understand the grand concepts of planning and how it can help to strengthen the future for brands, people and communication companies.
Lean LaunchPad NYU ITP - Value Proposition, with additional design and enthrography tools for how to talk to customers, observe, and get underneath the obvious pain points.
New Frontiers: UX Professional as Business ConsultantCindy Chastain
We talk a lot about cross-channel experiences and how to address these new challenges as designers, but what about using our design skills, our hard won knowledge and empathy for customers to help companies decide what products and services will help grow their business? While companies are coming round to the value of customer experience, they're struggling to acquire the skills needed for creating and managing touch points as well as understanding and prioritizing needs. And when we're talking multi-channel ecosystems, who's better equipped to address this complexity than those who have the skill set to not only understand it, but to design it and guide how it's built.
From optimizing the cross-channel customer experience, to creating new product and service extensions, we're heading into a prime moment for bringing our toolkit into the business arena. This talk is meant to be both a thought starter a around how UX can begin to play a substantive role in a company's digital strategy. Using examples from my own experiences and input from a variety of seasoned practitioners, we'll examine the challenges and map the opportunities across our own journey as UX professionals who are starting to think about what's next.
IIDEX 2013
Abstract: This presentation aims to put strategic design into perspective as a new culture of decision-making. Design strategy is about creating roadmaps and brand experiences that are transcendent and resilient. It is about processes that embark on social engagement as a catalyst for systemic organizational change. It is about systems of products and services that are strategically innovative and holistic. Design strategy is about a mindset, a way of thinking and a set of tools that help businesses, organizations and institutions realize what it is that they should be doing next, how they can do it, and most importantly, why they should be doing it in the first place.
Facilitate an ideation session with this deck. I chose what I think are the 5 biggest trends from Trend Watching's 2014 report. Please note, I changed TW's "Ubitech" to really be about Internet of Everything and added my own examples.
Co-creation is an integral part of service design and is shaping the way we design services in the future. Not only does it activate dialogue, but effectively brings people together to work towards a common goal by working collaboratively. One of the best parts of the Service Design process is facilitating and creating that platform for collaboration. There are countless tools out there available to map experiences, describe paths and journeys, but what we needed was a tool to explore, play freely and in an open environment. With this in mind, Digitalist created the “Service Sandbox”, and as a starting package set, we focused the building blocks on the smart living and smart citizen experiences. Next packages are differentiating in physical and virtual context as it specific set of intelligent appliances.
The Service Sandbox makes concepts tangible and physically interactive. The Service Sandbox includes a great number of necessary building blocks to create the level of engagement and shared understanding of the service value to the end-customer as well the understanding of its complexity.
Franki Chamaki. Design Thinking. Human Thinking.Franki Chamaki
The following presentation is put together to give you a sample of some recent self-projects that I have been involve to practice my Design Thinking skills. This presentation forms part of my submission for IDEO. Both case studies are good examples of how I think — how I can observe a situation/environment, imaginatively frame problems and questions and consider multiple perspectives in coming up with ideas that desirable, feasibility and viable. I believe "critical thinking" is an ability to understand your problem and respond to intuitively.
It is time to move Design Thinking to the next level. Companies and design thinkers need not only embrace creativity but also include other design focus areas in the entire process, such as design planning and execution. The workshop will give an overview on the current and next stage of Design thinking, and it will also take a glance on how to go beyond it.
O Marketing está a mudar : do Multicanal (presença em diferentes canais) para o Omnicanal : a boa mensagem, no momento certo e no canal certo.
1) A mudança: Porquê que o marketing está a mudar? Porque as audiências estão cada vez mais fragmentadas, com necessidades e hábitos diferentes, formas diferenciadas de se relacionarem com as marcas : offline e online e novos TouchPoints : Social Media, TV por cabo, Mobile.
2) A Evolução: Necessidade de desenvolver novas metodologias e tecnologias que potenciam uma relação 1:1 entre as marcas e os seus consumidores.
3) Cases internacionais e nacionais revelam abordagens diferentes e sobretudo eficazes para aumentar as vendas, reduzir o churn, ultrapassar os objectivos ou mover comunidades em prol de uma causa.
Orador: Antoine Blanchys, Mediapost
"Evaluate and inform your marketing based on real social insight"
Including case study from Deutsche Bahn (German Railways)
Florian Haarhaus was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
Facilitate an ideation session with this deck. I chose what I think are the 5 biggest trends from Trend Watching's 2014 report. Please note, I changed TW's "Ubitech" to really be about Internet of Everything and added my own examples.
Co-creation is an integral part of service design and is shaping the way we design services in the future. Not only does it activate dialogue, but effectively brings people together to work towards a common goal by working collaboratively. One of the best parts of the Service Design process is facilitating and creating that platform for collaboration. There are countless tools out there available to map experiences, describe paths and journeys, but what we needed was a tool to explore, play freely and in an open environment. With this in mind, Digitalist created the “Service Sandbox”, and as a starting package set, we focused the building blocks on the smart living and smart citizen experiences. Next packages are differentiating in physical and virtual context as it specific set of intelligent appliances.
The Service Sandbox makes concepts tangible and physically interactive. The Service Sandbox includes a great number of necessary building blocks to create the level of engagement and shared understanding of the service value to the end-customer as well the understanding of its complexity.
Franki Chamaki. Design Thinking. Human Thinking.Franki Chamaki
The following presentation is put together to give you a sample of some recent self-projects that I have been involve to practice my Design Thinking skills. This presentation forms part of my submission for IDEO. Both case studies are good examples of how I think — how I can observe a situation/environment, imaginatively frame problems and questions and consider multiple perspectives in coming up with ideas that desirable, feasibility and viable. I believe "critical thinking" is an ability to understand your problem and respond to intuitively.
It is time to move Design Thinking to the next level. Companies and design thinkers need not only embrace creativity but also include other design focus areas in the entire process, such as design planning and execution. The workshop will give an overview on the current and next stage of Design thinking, and it will also take a glance on how to go beyond it.
O Marketing está a mudar : do Multicanal (presença em diferentes canais) para o Omnicanal : a boa mensagem, no momento certo e no canal certo.
1) A mudança: Porquê que o marketing está a mudar? Porque as audiências estão cada vez mais fragmentadas, com necessidades e hábitos diferentes, formas diferenciadas de se relacionarem com as marcas : offline e online e novos TouchPoints : Social Media, TV por cabo, Mobile.
2) A Evolução: Necessidade de desenvolver novas metodologias e tecnologias que potenciam uma relação 1:1 entre as marcas e os seus consumidores.
3) Cases internacionais e nacionais revelam abordagens diferentes e sobretudo eficazes para aumentar as vendas, reduzir o churn, ultrapassar os objectivos ou mover comunidades em prol de uma causa.
Orador: Antoine Blanchys, Mediapost
"Evaluate and inform your marketing based on real social insight"
Including case study from Deutsche Bahn (German Railways)
Florian Haarhaus was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
Markedu founder, expert marketer Michael Leander presented his marketing keynote "9,5 tips to ROMI in front of the attendees at APPM's 17th National Marketing Congress in Lisbon, Portugal.
The Semana Nacional de Marketing 2015 (National Marketing Congress Portugal) was organized for the 16th time by APPM - Associação Portuguesa dos Profissionais de Marketing.
Fra Markedu's Facebook markedsføring og tips webseminar på dansk
Webseminaret giver en introduktion til hvordan man bør tænke for at få mest mulig success med markedsføring via Facebook.
"The 3 things that make a difference in blogging"
Creating and nurturing your own media channel
Vassilena Valchanova was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
Award winning South African direct marketer Neil Hart will share his experiences of what makes a successful campaign. Neil will show creative examples to inspire you to be great. You will also learn:
- The Rules of engagement
- The Tactics of engagement
- How to create the Love
Speaker: Neil Hart from Boomtown, South Africa, Member of DMASA
Smarten up your social media & online marketing : 5 tips to improve your reach and engagement using automation and triggers
1) Get inspiration on how to plan, automate and measure your social media efforts
2) See how you effectively automate work processes for your online marketing
3) Get deep insight from a simple, yet successful use-case that anyone can implement today
Orador: Michael Leander - Markedu
Smarten up your social media & online marketing : 5 tips to improve your reach and engagement using automation and triggers
1) Get inspiration on how to plan, automate and measure your social media efforts
2) See how you effectively automate work processes for your online marketing
3) Get deep insight from a simple, yet successful use-case that anyone can implement today
Orador: Michael Leander - Markedu
http://www.markedu.com/itmarketingdk/home.html
Vil du have mere ud af din B2B markedsføring? Vil du udnytte de muligheder, som social media markedsføring og email markedsføring giver IT virksomheder? Så skal du deltage på denne workshop, der foregår på Schæffergården i Gentofte på forskellige datoer
http://www.markedu.com/itmarketingdk/home.html
Få styr på social media til lead generering
Social Media repræsenterer en god mulighed for at generere leads og prospects. På denne B2B marketing workshop vil du høre om, hvordan du anvender de forskellige social media kanaler til at tiltrække flere leads og prospects. Du får konkret og handlingsanvisende råd, som du omgående kan omsætte til aktiviteter i din virksomhed.
"Social media communication survival guide"
Thrill customers and build strong relationships
Stefanie King was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
"Humanizing Business and the Brand"
Your Ambassador Ecosystem
Michael Brito presentation from Markedu social media marketing webinar talking about his approach to social business with excerpts from his book
"Social Media for Entrepreneurs and start-ups"
Boost your overall company performance
Fady Ramzy was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
"A history of marketing"
How marketing today is more like 1906 than 1960
Tyler Willis was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
Co-written with influencer Brian Solis, this eBook helps execs get their business on the path to becoming a social enterprise by following 20 short, but impactful principles.
The Little Blue Book of Social TransformationBrian Solis
Now is the time to get serious about social and put your business fully on the path to becoming a socially connected enterprise. This free ebook will show you how to get there with 20 short—but impactful—principles, like:
- Laying the groundwork for social success
- Turning weak ties into strong connections
- Creating a social listening center
Attracting new fans with social experiences
Soon you’ll be on the road to forging deeper relationships with customers and employees and greater relevance with social and traditional customers alike.
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
Working Social Becoming A Collaborative Firm ALPMA WebinarDavid Blumentals
Today, every law firm increasingly relies upon being able to prosper online to succeed – or even to survive – competitively.
What this means is that every law firm needs to invest at least some resources into a specific goal: becoming a more “social” firm.
Web-based media has demonstrated itself to be an important channel for advertisers to reach and change over clients. Eminent for a light-footed methodology, online media advertising requires channel directors to stay up with the latest the most recent web-based media patterns in specialized and social improvements to ensure they are taking advantage of the multitude of chances accessible.
As friendly stages present new provisions and change their calculations, online media drifts moreover go through an advancement. Take Instagram Stories, for instance.
Source: https://insightbloq.com/
What's not changed, what has changed and what's new for your strategic planning
Personalities for your business
Say goodbye to B2B and B2C, say hello to P2P
Your website - your new reception
How to known as the expert for your target market
Your social media goals
Social media plan
Strategic marketing checklist - Don't miss a thing for your next planning day
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...Julie Bevacqua
Julie Bevacqua shares tools to brand yourself as a market leader, such as Social Connector and Jigsaw, and social media platforms such as LinkedIn and Plaxo.
Como vencer a barreira dos 8 segundos de atenção dos seus futuros clientes?
O maior desafio no online é a capacidade de captar a atenção dos nossos clientes e potenciais clientes, num universo com tanto ruído e informação:
1) Como conseguir relevância junto dos seus targets?
2) Como aumentar o engagement das suas comunicações: taxa de abertura e cliques?
3) Como conduzir o cliente até à conclusão: compra efectiva, pagamento e registo?
Conheça algumas das principais tácticas para optimizar o seu funil de conversão, através de email marketing e de uma customer journey bem construída.
Durante o webinar, Vanda Souto da Mediapost Portugal falou sobre:
1) O poder da personalização para captar a atenção dos clientes
2) Drip marketing: automatização de mensagens de email, como forma de “agarrar” os seus targets
3) Como uma customer journey bem construída é essencial para aumentar as vendas
Durante o webinar foram também apresentados dois case studies de marcas portuguesas (Grupo IMPRESA e Amb3E)
As organizações com bases de dados de emails de permissão têm maior facilidade em atrair novos clientes e vender mais aos clientes existentes. Essas organizações usufruem de acesso directo a uma audiência que presta atenção quando comunicam. Criar a sua própria base de dados de email marketing é eficaz tanto a curto como a longo prazo.
Marketing Automation : o petróleo do Digital
O Marketing está a mudar : do Multicanal (presença em diferentes canais) para o Omnicanal : a boa mensagem, no momento certo e no canal certo.
1) A mudança: Porquê que o marketing está a mudar? Porque as audiências estão cada vez mais fragmentadas, com necessidades e hábitos diferentes, formas diferenciadas de se relacionarem com as marcas : offline e online e novos TouchPoints : Social Media, TV por cabo, Mobile…
2) A Evolução: Necessidade de desenvolver novas metodologias e tecnologias que potenciam uma relação 1:1 entre as marcas e os seus consumidores.
3) Cases internacionais e nacionais revelam abordagens diferentes e sobretudo eficazes para aumentar as vendas, reduzir o churn, ultrapassar os objetivos ou mover comunidades em prol de uma causa.
Orador: Antoine Blanchys, Mediapost
1) Enquadramento do potencial das novas tecnologias vs meios tradicionais
2) A Era Google no marketing relacional digital
3) A relevância como meio agregador da relação entre o consumidor e a marca.
4) Exemplos de integração baseada no interesse dinâmico do cliente
Orador: Ernesto Ferreira, E-Goi
Como aumentar os seus resultados com marketing automation e uma customer journey bem construinda?(apresentação dos desafios, estratégia, mecânica e resultados)
1) Desafio POW (projecto de educação social e ambiental da Amb3E)
2) IMPRESA (assinaturas online do Expresso Digital)
Orador: Vanda Souto, Mediapost
Email Marketing Quick Wins - Smart Marketing Workshop Lisboa
1) Base dados: como optimizar o seu processo de opt-in e recolher mais dados sobre os seus actuais subscritores
2) Mensagens: como melhorar os seus resultados através de segmentação e personalização
3) Email design: melhores práticas para optimizar a sua presença na inbox dos seus subscritores
4) a/b testing: a importância de testar para obter sempre o melhor resultado possível
5) Email e facebook: como utilizar duas das mais potentes ferramentas online para comunicar com os seus subscritores de forma segmentada e personalizada.
Orador: João Ribeiro - Head of Marketing - Markedu
The Brief was to create a corparate brand platform to own the brand promise “happiness between two fingers”, among all the target audiences. Instead of creating a conventional communication campaign we acted to connect them in an interactive way. Rather than being passive lessoners they participated in the show.
- Act to connect
- This is experimental marketing.
Speaker: Burak Tuncer frrom The Sales Machine, Turkey member of DPID
How to measure the results from Online media to DM coupon redemption
See how a campaign can integrate online media, facebook apps, DM and coupon redemption and how to measure each channel's effectiveness
Learn how to launch a new product based based on a Facebook application
Speaker: José Guedes from TribeCRM, Portugal member of AMD Portugal
This presentation takes us through some of the most creative and effective Direct Marketing and Direct Response campaigns, and reveals some rules which help us to break the existing rules and direct our mind to highly creative areas and new ideas. Some of the themes of this presentation:
* Don’t think DM, and create amazing Direct results
* Going out of digital to create surprising ideas for direct digital response
* Including PR as a key factor for successful direct concepts and ideas
* Destroying for creating, the” Shiva” principle in creativity
* Can we really draw the line between DM and the Non DM? does it make sense anymore?
Keynote Speaker: Yonathan Dominitz Founder of Mindscapes
Webseminar med Morten Baggesen om B2B markedsføring via Linkedin
Linkedin grupper, Linkedin company page (Linkedin firmaside) og mange andre gode input til hvordan du kan bruge Linkedin i din B2B markedsføring i Danmark og resten af verden.
Arrangeret af Markedu og Poets & Plumbers
Lise Halskov præsenterede webseminaret effektiv projektledelse i samarbejde med Markedu og Poets & Plumbers
http://www.markedu.com
http://www.poetsandplumbers.com
http://www.markedu.com/itmarketingdk/home.html
Vil du have mere ud af din B2B markedsføring? Vil du udnytte de muligheder, som social media markedsføring og email markedsføring giver IT virksomheder? Så skal du deltage på denne workshop, der foregår på Schæffergården i Gentofte
From Markedu's email marketing day webinar Kelly Lorenz from Apsis in Sweden, gave this presentation:
Your data is talking to you; are you listening? By digging into your campaign reports and subscribers, you can calculate lifetime value as well as RFM analysis which will enable you to:
Track acquisition and lost subscriber and customer costs
Create smart re-marketing and lifecycle messaging
Kelly's presentation covered - how to make these calculations and what you can do with the data. It's easier than you think!
Permission marketing and Trend in Data Privacy - Email marketing in the EU, whats next?
Presentation by Alastair Tempest from South Africa Direct Marketing Association.
Permission marketing and the double opt-in option have become the norm in Europe, what's up next?
Spam continues as worse as ever, legislation was not the silver-bullet trumpeted. Can marketers help ISPs?
An issue – data breaches leading to more spam. The EU expected reaction.
In this Markedu webinar, Michael Leander will show you how you can measure and monitor your social media marketing activities and how you can increase your social media marketing ROI by reacting to the knowledge you obtain.
Using his own practical and hands-on experiences, Michael Leander will share with you:
- How to identify social media marketing goals or KPI’s
- How to calculate the ROI for social media marketing activities
- Which tools to use to monitor and measure your social media marketing ROI
He will also provide you real-life examples of how his own activities are measured and reacted upon.
If social media marketing ROI is on your agenda, this webinar will give you inspiration and food-for-thought that can help you address Return on Marketing Investment for your social media marketing activities.
Agenda:
1 - Introduction / case study
2 - 4 key principles
3 - The fundamentals of LP copy
4 - How to craft irresistible Calls to Action
Web-seminar presented at Markedu (http://www.markedu.com/web-seminars)
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
In today’s B2B environment, most potential buyers have a very low tolerance for marketing talk and unsolicited commercial contacts. At the same time they actively look for information from sources they trust: peers – people with the same jobs – recognized journalists and analysts, or leading experts.
More from Markedu - Innovative Marketing Education (20)
Influencers, key success factor in modern B2B Marketing
Speaker: Carl Griffith, Singapore
1. A Design Thinking Approach to
Online Engagement
Create richer and more long-lasting
engagement
Carl Griffith,
Founder and Principal, Cloud View Pte Ltd,
Singapore
2. Agenda
Introduce you to the pillars of Design Thinking
Explore the Pillars and related concepts in more detail as
they apply to Social Media
Touch on the notion of Social Business
Summarize and conclude
3. Design Thinking - one definition
“Design schools emphasize abductive
thinking—imagining what could be
possible. This new thinking approach
helps us challenge assumed
constraints and add to ideas, versus
discouraging them."
Proctor & Gamble CEO A.G. Lafley
Lafley 2008,The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation Quoted in Business Week 28 July
2008
6. Human needs and desires have not
essentially changed HUMAN – desirable
Despite the huge technological
advances of the online revolution, our
basic human needs and desires have
remained largely unchanged.
We are still looking for (amongst many
other things):
Recognition
Great experiences
For things to be easier
An understanding of this, and its forming
the core of what you do constitutes one
of the pillars of a Design Thinking
approach
7. Business viability BUSINESS – viable
(i) : financially sustainable <a viable
enterprise>
Why are you doing it?
What constitutes success?
Does the product manager know
why you are doing it?
Did you just make it up or is it really
about your business?
We are going to do this so our conversion
rates go up by 30%
8. Technologically
feasible TECHNOLOGY - feasible
networks, apps, social connectors, rich
media …..
We can do that with technology
– NOT, look at that cool
technology – we should do
something with that…
Technology as an enabler to do something
NOT as the driver
10. Design Thinking is about (amongst
other things)
Understanding your consumers, and
then doing something that addresses
(at least some of) their, needs, desires
or wants for sound and understood
business reasons with the appropriate
use of technology and tools
11. A great design thinking example
Bank of America
Keep the Change
13. User Understanding – when did you
last really listen to your customers?
Not about what you want to say anymore - It’s about what ‘they’ want
to hear
It’s about establishing a relationship based on a more emotional
connection – people will engage with companies and organizations
they perceive as understanding them – they love personalities
Why do we like our friends?
You have the opportunity to see your customers as ‘real’ people – not
just as numbers on a spreadsheet.
Who are they really?
What do they like?
What is their broader lifestyle?
14. User Understanding – when did you
last really listen to your customers?
Not about what you want to say anymore - It’s about what ‘they’ want
to hear
The new loyalty is about more emotional
It’s about establishing a relationship based on a
getting
permission to bethem – they love personalities
they perceive as understanding invited into a
connection – people will engage with companies and organizations
consumer’s attention stream
Why do we like our friends?
You have the opportunity to see your customers as ‘real’ people – not
just as numbers on a spreadsheet.
Who are they really?
What do they like?
What is their broader lifestyle?
15. How to gain this understanding – how
to EARN the permission
Understanding used to be something we had to go and ask about
Now you have your:
Own social media platforms
A myriad of other social platforms around your products and services
Competitor social media sites
Industry forums
Special interest sites and publications
Blogging experts
16. Rapid Prototyping
Seeing what works
Seeing what feels right
Quickly getting user
feedback for making
You might think you
things even better
know what your
customers want and
they might think they
know what they want
Give it to them and try it
out – you can always
change it afterwards
17. Understanding for marketing – some
tactics
Test and then Listen
What drives conversation on your social media platforms
What topics? What use of language and communication style?
Construct a strategy:
Systematically propose topics and ask question and analyze results
Ask people directly about your company’s products and services – they won’t
mind – in fact, they will probably like it
Ask them about the rest of their lives – what else do they like to do?
What are their daily issues and challenges?
Use Facebook fan page to understand hard demographics
19. I know this is a marketing based
seminar but ….
Social Media is no longer
just about Marketing.
Social media is now about
your whole business.
There is now ONLY
SOCIAL BUSINESS
20. Why should this be a collaborative
approach?
The old ‘website’
where people
The new used to check
ongoing social specs – find a
business stockist etc
ground -
everywhere
21. Why should this be a collaborative
approach?
The old ‘website’
where people
The new used to check
ongoingIt’s about PR
social specs – find a
business It’s about Customer Care stockist etc
ground -It’s about R&D
everywhereabout crisis management
It’s
It’s about sales
It’s about collaborative development
It’s about how you work with suppliers and partners
It’s about your WHOLE BUSINESS and demands CROSS
DISCIPLINARY AND COLLABORATIVE Teams
22. Reframing the business – relocating
your social media efforts
Moving from ‘Social Media’ marketing to all inclusive
multi disciplinary ‘Social Business’
Looking at your business from different angles (customer,
supplier, R&D partners)
It will mean giving up what might have worked yesterday
with what will work tomorrow
You might think your experience and knowledge helps
you – but sometimes it might be advantageous to let it
go
23. Reframing the business – relocating
your social media efforts
Moving from ‘Social Media’ marketing to all inclusive
multi disciplinary ‘Social Business’
Moving from Social Media as an
Looking at… business from different angles (customer,
activityR&D partners)
your
supplier,
It will mean giving up what might have worked yesterday
To Social Business as a way of doing
with what will work tomorrow
everything
You might think your experience and knowledge helps
you – but sometimes it might be advantageous to let it
go
24. Summary
Really think about your customers – not as numbers but
as real people - understand them, demonstrate this and
get included in their attention streams
Align your Social Business activities with solid and
understood business objectives
Use technology relevantly and appropriately as an
enabler NOT as a driver
Be prepared to change and welcome and embrace the
Social Business way of doing things right through your
organization