1) The document discusses unleashing digital customer experience through social media and virtual technologies. 2) It talks about how customer needs are changing and the importance of building trust and relationships through social media content. 3) Various social media tactics and a see-think-do model for campaigns are presented, with a focus on measuring success through return on relationships rather than just numbers.

1. Unleashing Digital Customer Experience
Jeroen van de Ven

4. 4

5. 5
Identity

6. 6
Image
“Customer, customer, customer… bullsh*t!
We all know they don’t care about their customers.“

7. 7
Reputation under pressure

8. 8
Customer needs are changing

9. 9
Closing branches

10. 10
Always-on

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Social media use in Netherlands

12. 12
Social media use in Netherlands

13. 13
Social networks vs. messaging apps

14. 14
Forecast

17. 17
Social apps become bots

18. 18
Social apps become bots

19. 19
Social apps become bots

20. 20
Also at ABN AMRO!

21. 21
Virtual Personal Assistant

22. 22
Virtual Reality

23. 23
Virtual Reality

24. 24
Virtual Reality

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Experiment

26. 26

27. Social Media Strategy
27
EMPOWERING RELATIONSHIPS WITH TARGET GROUPS
DIALOGUE
SPARRING PARTNER
AMBASSADORS,
PRIMARY GOAL
UNIQUE ROLE
SUB GOALS
TACTICS
ANCHOR

28. 28
Traditional way

29. 29
Consumer Designed Campaigns

30. Tactics – Brand Experience model
30

31. 31
Content builds
relationships.
Relationships are built on trust.
Trust drives revenue.
Andrew Devis

32. WHAT DOES PRINSJESDAG MEAN FOR ME?
Week before
Prinsjesdag
Prinsjesdag Samenvatting
Video
verwachtingen
Aankondiging
Prinsjesdag
take over
Webcare
Vlog
We vragen het de
mensen op straat
Audience
managemen
t e-com
Samenvatting
video’s
Live storiesBlogs
Infographic
Twitter
hashtag
take over
Live stream
Voorbereiding Take over Afronding

33. 33
See-think-do Model
CARE
SEE
THINK
DO
Social media
Social media
Social media
Banners, SEA etc.

34. Social Campagne | Overall KPI | Reach
See: 7
++ Awareness |
Audiences
Think: 4
+ Product content
Do: 3
& Conversion |
Click
34

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See fase: KPI Bereik/Views | Firstview |

36. How to measure the succes of content?
36

37. 37
Return on relationships
Not everything that counts
can be counted,
and not everything that
can be counted counts.

38. Insights
38