Will You Love Me Tomorrow?

Will you love me
tomorrow?

Relationship tips for the ‘new customer’ #mojobris
Wednesday, 10 March 2010

“People overestimate the speed of change
and underestimate the scale of change.”

Tip No. 1 - Know your
customer


Social Technographics
Publish Web Page
Creators Publish or maintain a blog
Upload video to sites like Youtube

Critics Comments on Blogs
Posts ratings and reviews

Uses RSS
Collectors Tag Web pages

Joiners Use social networking sites

Read blogs
Spectators Watch peer generated media
Listen to podcasts

None of these actvities
Segments include Inactives
consumers participating
in at least one
of the indicated
activities monthly

Source: Forrester

Which aussies are active?


‘consumers’
are AHeAD
OF us

IP Traﬃc


The people of which country spend
the most time in social media?


The people of which country spend
the most time in social media?

“people in developed countries are spending 82% more time
on social media than they were one year ago”


“we’re mobile”
4.6 (2.6)

36
90%=24x7<1

50/50
3,000,000

“we’re not always coming to your place”

Meet the site-less web

i.e. you no longer need a home page to reach an audience


“where we meet matters”
Google Place
Rank
Location-
based services


Tip No.2 -
Share your secrets

• Individuals more likely
to share information
than organisations

•

Daphne R. Raban and Sheizaf Rafaeli - Center for Study of the Information Society Graduate School of Management University of Haifa Image credit http://www.ﬂickr.com/photos/mcgarry/111003432

Meet the Mayor of Bondi


Open-ness

“the act of sharing information is
an attribute of humanity
itself” (Dunbar, 1996).

Farmers markets
and x-ray vision...


Tip No. 3 -
Be Yourself


Tip No. 4 -
Be the best you can be
What shapes your trust in a company? How important are these factors to reputation?
US 2006 US 2010

Quality Products and Services 53% Transparent and honest practices 83%

Attentiveness to customer needs 47% Company I can trust 83%

Strong financial performance 42% High quality products or services 79%

Fair Pricing 38% Communicates frequently 75%

A well known brand 37% Treats employees well 72%

Good employee relations 35% Good corporate citizen 64%

Socially Responsible 33% Prices fairly 58%

Visible CEO 23% Innovator 48%

Dialogue with stakeholders 23% Top Leadership 47%

Employee/CEO Blogs 12% Financial- Returns 45%

Source: Edelmann 2006-2010


GE- ecomagination
• Stakeholder communities driving green
innovation


If you don’t like the rules of
the game...


the game...

The duty of directors shall be to act in the
best interests of the corporation.


the game...

best interests of the corporation.

Existing Corporate Law


Re-write them (thanks Bob)

best interests of the corporation...

Source: Robert Hinkley, The Coalition for Corporate Citizenship: A Path towards Eliminating Corporate Abuse of the Public Interest


Re-write them (thanks Bob)

best interests of the corporation...

...but not at the expense of the environment,
human rights, public health and safety or
the welfare of the communities in which the
corporation operates.

Source: Robert Hinkley, The Coalition for Corporate Citizenship: A Path towards Eliminating Corporate Abuse of the Public Interest


Relationship Tip No. 4 -
It’s OK to ask for a little
help from your friends

28


The rise of bottom-up solutions


FeeDBaCK


Trust in each other


Tip No. 5 -
First dates come last


Tip No. 5 -
Start Here
$$$$$
First Date

Second Date

Might get lucky

Happy!

$


Tip No. 5 -
Start Here
$$$$$ $
First Date

Second Date

Might get lucky

Happy!

Tip: invest here ﬁrst
(in customers)
$ Start Here


Tip No. 5 -
Start Here
$$$$$ $
First Date

Second Date
“Flip the funnel*”.
“Retention is the
Might get lucky
new Acquisition”.
Happy!

Tip: invest here ﬁrst
(in customers)
$ Start Here

*Source: Joseph Jaffe, Flip the Funnel, Wiley 2010


Members’ Welcome
Virgin Mobile - a strategy
based on motivating 1M
customers to bring their
friends into the fold.
Super customer service
(treat them like rockstars)
and members get
beneﬁts.
An organisational
commitment, not an
advertising line.


C C C C C

C C C C

C C C C C C C

C C B C C C

C C C

“join the conversation”??

we’re not like other people


Contact Management

Email
Search Phone
Social web
C Forums
co-browse
web self-service
feedback
chat


CRM gets social

*18 Use cases for Social CRM, Altimeter Group 2010


Speed Dating OK, only with customers

Nicola Millard, customer experience
futurologist at BT Global Services

http://www.research-live.com/4001137.article


3 Things to take-away
1. Ask yourself - are we OPEN for business?
2. Consider ﬂipping the funnel
3. Tweet something #mojobris
4. (and If need be, recognise your inner
dinosaur).


Thanks
@sim_on
simon.morgan@publicismojo.com.au


Will You Love Me Tomorrow?

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