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Towards Consumer 2.0
The document discusses the evolution of consumer behavior, emphasizing shifts towards social media and collaborative marketing strategies. It outlines steps for brands to adapt, including creating engaging digital identities, enhancing customer service via social channels, and fostering innovation through community input. Moreover, it highlights evaluation metrics for measuring social media effectiveness and benchmarks against competitors.
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Towards Consumer 2.0
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- 3. 1.0 CONSUMER SHIFT PARADIGM 2.0+ Have a short Prefer phone calls Dwell on details Are tech-Savvy attention span Are more Rate brands Spend most of their responsive to through user Spend time online time on TV and traditional rather than on TV magazines reviews CONSchange marketing ENResistant to UMER GAGE Flexible to try new services 2.0 + THE SOCIAL ERA THRO UGH S CONFIR OCIA MED L ME Power to the business DIconsumer Power to the A Push marketing Pull marketing Few people calling the shots Crowd-sourcing One way communication Conversations Personalization
- 4. #1 Create a brand A Socia l Media- that empowers friendly brand consumers
- 5. InMyNewWorld Twitter: +12,329 followers afterthe campaign Facebook: +13,517 fans after the campaign #InMyNewWorld trended taking the number 1 spot in Lebanon.
- 7. #2 Turn Social TO ALLOW INSTANT Media into a TRANSACT IONS Channel
- 8. SOCIAL MEDIA, ACORE DELIVERY CHANNEL OUTLET S CALL CENTER WEBSITE CONSUMER 2.0+ SNAIL MAIL/FAX MOBILE AP P SOCIAL N ETWORKS
- 9. SOCIAL MEDIA, ACUSTOMER CARE HUB Diversity of treated Response Rate cases Response Time Personalization Synchronization between community management and a support team from touch
- 10. #3 Co-create TO LISTEN through Social TO CONSUMERS Media
- 11. SOCIAL MEDIA, ACO-CREATION HUB Listening, T ION engaging and C O-C REA asking for feedback Product Self-assessment releases based through fans’ on fans’ input requests
- 12. CO-CREATION EXAMPLES “Text&Talk” Prepaid Bundles, The Nokia App The mobile update to include MyPlan EXIST because fans on Social Media requested them
- 13. #4 Encourage TO HARNESS innovation through COMMUNIT IES Social Media
- 14. SOCIAL MEDIA, ATECHNOLOGY HUB T IPS CENTRAL FOR SMAR T PHONE ADDICT S ENGAGING AP P ENTHUSIAST S INVOKING THE VINTAGE PROMOT ING TECH IN YOU CULT URE
- 15. #5 Build the proper DIGITAL AGENCY digital team
- 16. CHOICE OF ADIGITAL AGENCY CREAT IVE CAPABILIT IES BRAND REGIONAL UNDERSTANDING EXPOSURE Finding a partner SWIFT LEARNING AVAILABILIT Y CURVE
- 17. #6 Build the digital DIGITAL BRAND brand pyramid
- 18. DIGITAL BRAND PYRAMID PROMISE A NEW WORLD VALUES CUSTOMER-CENTRIC AVAILABLE PROFESSIONAL SWIFT INNOVATIVE ATT ITUDE SOLUTION- TRANSPARENT FRIENDLY STRAIGHTFORWARD ENTERTAINING TOV ORIENTED
- 19. #7 Build the digital DIGITAL GUIDELINES guidelines
- 20. DIGITAL GUIDELINES TI ON RELATIONSHIPS IZA N AL R SO PE Social Media is Social Media is about breaking theNMENT simply human ENT ERTAI barriers between nature taken the consumer and CULTUR online the brand E CO CO NV NV ER ER SA SA TO TIIO NS NS
- 21. DIGITAL GUIDELINES Every perspective is taken from a consumer point of view where we become fans of our own page rather than administrators
- 22. DIGITAL GUIDELINES Touch adoptsa dominant and identifiable digital identity with particular intricate guidelines. The strategy is built on a dynamic identity which highlights trends, culture, vintage items, smartphone related memes and entertaining situations and habits.
- 23. E ST ICK FIGURE DIGITAL GUIDELINES TH flexible adaptable proud creative individualistic opinionated curious transparent challenging demanding simple innovative
- 24. #8 Build the CONTENT content strategy
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- 27. ENTERTAINING CONTENT ‘DON’T TEXT AND WALK! :) “
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- 30. THE BATTLE WE’VEBEEN ALL WAITING FOR iPhone 5 htc one Galaxy SIV Blackberry Z10
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- 32. PROMOTIONAL CONTENT Likes 10,974 Shares432 Comments 1,023
- 33. #9 Evaluate METRICS yourself
- 34. touch METRICS ENGAGEMENT SENT IMENT GROWTH OF FANS Metrics RESPONSE RATE RESPONSE T IME
- 35. METRICS CUSTOMER SUPPORT Outof all inquiries received online: 16% 84% Require escalation to Are strictly closed through offline calls Social Media responses per month per month
- 36. METRICS FOLLOWERS TOTAL FOLLOWERS Total followers on Twitter are constantly increasing and reached +50,000 followers
- 37. METRICS TWITTER RESPONSE Almost 80% of the mentions are responded to and treated. @touchLebanon is mentioned up to 1,000 times per month RESPONSE RATE RESPONSE TIME 20% require no response Business Hours:1 Hour Non-Business Hours: 2 Hours 80% responded
- 38. METRICS FANS TOTAL FANS Total fans are in constant growth
- 39. METRICS FACEBOOK RESPONSE Almost 92% of Facebook’s comments are responded to and treated. 8% require no response. RESPONSE RATE RESPONSE TIME Business Hours:1 Hour Non-Business Hours: 2 Hours
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- 42. #10 Compare and VODAFONE UK benchmark
- 43. VS “Brandsfrom the telecommunications industry come in first when surveying worldwide Twitter pages throughout Q4. Vodafone UK proved most responsive to fans, earning a whopping 77.70% response rate and answering 5 462 fan questions!” – Social Bakers, 2012 report -
- 44. TOTAL FOLLOWERS 10% increasefor touch 7% increase for Vodafone
- 45. GROWTH OF TOTALFOLLOWERS Average increase of followers per day is comparable to Vodafone’s if not a little bit higher
- 46. AVERAGE TWEET ENGAGEMENTRATE Lots of blue, little green for Vodafone UK
- 47. #11 Know the DON’T’S Don’t’s
- 48. DON’T’S #1 #4 #7 Don’t ignore Don’t hide your Don’t be slower than inquiries. Enjoy the courage. Dare to your community! conversations! post! #2 #5 #8 Don’t be repetitive Don’t lose the Don’t interact only to essence of your market. This is brand online deadly #3 #6 #9 Don’t be afraid of Don’t promise Don’t stay behind. issues, face them without delivering #10 Don’t just do it to market it! Do it RIGHT!
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- 50. DO’S #1 #4 #7 #10 Create a brand that Encourage Build the digital Compare empowers innovation through guidelines consumers Social Media #2 #5 #8 #11 Turn Social Media Build the proper Build the content Know the don’t’s into a channel digital team strategy #3 #6 #9 Co-create through Build the digital Evaluate yourself Social Media brand pyramid