Like Me! The Social Customer

Like Me! The social customer and its impact on Marketing and Retail IE Business School September 20, 2011 @RafaelBonnelly

2011: A new reality September 2011 IE Business School It no longer matters what you say about your brand, what matters is what consumers are saying!

Web 2.0: From Homo Sapiens to Homo Digitalis A cualitative leap in just 50 years IE Business School September 2011

1M 100 M 1000 M 2000 M World Wide Internet Users 10M Web 2.0: Brief history of the Internet IE Business School September 2011 Software Hardware

Web 2.0: Mobility is the new cycle September, 2011 IE Business School Source: Morgan Stanley, Octubre 2010

IE Business School September 2011 Web 2.0: Social Media

Web 2.0: The new consumer Anybody can now create and consume content at any time and any place. IE Business School September 2011 Social Local Mobile

IE Business School September 2011 Web 2.0: Use of Social Media

Web 2.0: How to measure our social graph Level of influence of our contacts How to measure your social graph? IE Business School September 2011

Marketing 2.0 IE Business School September 2011 Many people still don´t know it, but… THE RULES HAVE CHANGED

Marketing 2.0: The new media equation IE Business School September 2011 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],EARNED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PAID OWNED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing 2.0: Interaction & engagement IE Business School September 2011 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Less interaction More interaction TV Print Radio Outdoors Networks Communities Blogs Microblogs Banners Sites Email Search Mobile

Marketing 2.0: New disciplines IE Business School September 2011

Strategies 2.0: The social enterprise IE Business School September 2011 BUILD A SOCIAL COMPANY

Strategies 2.0: The social organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],IE Business School September 2011

Strategies 2.0: Social marketing Where to Be? What to do? IE Business School September 2011 Sales Marketing PR CS Product

Strategies 2.0: How to measure ROI IE Business School September 2011

Strategies 2.0: What to measure ¿Qué Medir? IE Business School September 2011 Keep it simple! Measure, measure, measure…

Retail 2.0 – Pre-sales IE Business School September 2011 THE NEW WINDOW SHOPPING MOBILITY AND GEOLOCALIZATION

Retail 2.0 – Pre-sales IE Business School September 2011 Point Inside ,[object Object],[object Object],[object Object],[object Object],www.pointinside.com

Retail 2.0 – Pre-sales September 2011 IE Business School FastMall ,[object Object],[object Object],[object Object],[object Object],www.fastmall.com

Retail 2.0 – Pre-sales September 2011 IE Business School Grocery IQ ,[object Object],[object Object],[object Object],[object Object],www.groceryiq.com

Retail 2.0 – Pre-sales September 2011 IE Business School Google Places ,[object Object],[object Object],[object Object],[object Object],www.google.com/places

Retail 2.0 – Pre-sales September 2011 IE Business School NearbyNow ,[object Object],[object Object],[object Object],www,nearbynow.com

Retail 2.0 – Customer service September 2011 IE Business School THE NEW WAY OF SERVING CUSTOMERS TABLETS EMPOWER SERVICE

Retail 2.0 – Customer service September 2011 IE Business School Concierge with iPads ,[object Object],[object Object],[object Object],[object Object]

Retail 2.0 – Customer service September 2011 IE Business School Mercedes with iPads ,[object Object],[object Object],[object Object],[object Object]

Retail 2.0 – Customer service September 2011 IE Business School Interactive tables ,[object Object],[object Object],[object Object],[object Object]

Retail 2.0 – Customer service September 2011 IE Business School Twelpforce ,[object Object],[object Object],[object Object],[object Object]

Retail 2.0: Post-sales September 2011 IE Business School IN-STORE INTERACTION THE CLIENT IS YOUR BEST SALESPERSON

Retail 2.0: Post-Sales September 2011 IE Business School DieselCam ,[object Object],[object Object],[object Object],[object Object]

Retail 2.0: Post-Sales September 2011 IE Business School Levi´s ,[object Object],[object Object],[object Object]

Retail 2.0: Post-Sales September 2011 IE Business School GoTryItOn ,[object Object],[object Object],[object Object],[object Object]

Retail 2.0 – The complete package September 2011 IE Business School 4Food ,[object Object],[object Object],[object Object],[object Object],+6,750 registers +9,000 hamburguers +1,700 fans +2,500 followers

Thank you…! [email_address] twitter.com/RafaelBonnelly facebook.com/RafaelBonnelly es.linkedin.com/in/rafaelbonnelly www.ncayasociados.com www.somes.es IE Business School September 2011 Some references La Huella Social, Rafael Bonnelly Ricart Groundswell, Charlene Li y Josh Bernoff Open Leadership, Charlene Li, Socialnomics, Eric Qualmann Empowered, Josh Bernoff PSFK, The Future of Retail http://www.psfk.com/future-of-retail New Business Opportunities in Retail http://www.slideshare.net/helgetenno/new-business-opportunities-in-retail-4444049

Like Me! The Social Customer

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