What happened to TOP OF THE POPS?

Date: August 2011

• Established “brand.”• Regular timeslot.• Route to market for “musicians”.• “Sit back” technology.• Passive mode.• Unable to change quick enough.• Cant respond to customer needs.

Top of the Pops – delivery channel

• Route to market.• Customisable.• “lean forward” technology.• Social • Interaction.• Calls to action.• Convenience.• Community.• Choice.

Todays delivery channel

0

5

10

15

20

25

30

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Bro

adba

nd p

enet

ratio

n (m

)

0

5

10

15

20

Onl

ine

Spen

ding

(£bn

)

Total Broadband (m) Online Spending (£bn)

Companies that don’t understand digital

communities will die….

Source:hagel

Your customers have changed

Source:the economist

70

50

30

20

10

45-66

Baby Boomers’46-’66

66-45

Baby Boomers’46-’65

45-33

Gen X’66-’76

33-16

Gen Y’77-’94

15-0

Gen Z’95-’2012

Age in 2010

Natives

Immigrants

“millennials”

Digital Natives

– Hyper connected.– Instant access.– Digital technology at core.– Multi tasking information junkies.

– Do you recognise anyone?

Digital Immigrants

– Avoiders– Reluctant adopters.– Eager adopters.

– Do you recognise anyone?

The Old Way is Static – The New Way is Dynamic

Interactive

Social is relationship marketing

And relationships need to be worked at.

People are not demographics anymore

To connect to them, you need to understand them and social is

relationship building

Everyone has a circle of trust

People whose opinion they listen to and respect…

Trust?

Consumers are not listening anymore…..

Interruptive marketing has seen its day…

Relationship marketing and the rise of the “prosumer”

A shift in culture, communication and values

And companies are becoming

transparent

Conversations will happen without you initiating them

Best to be part of these conversations.

Digital Experience

There are over 500 million facebook users worldwide.

If Facebook was a country it would have the 3rd largest population in the world.

Your Online Value Proposition• Tempt customers by offering channel choice and

something they cant get elsewhere.• Use the 6 C’s to define your OVP

– Content– Customization– Community– Convenience– Choice– Cost reduction

• Facebook– Brand/customer engagement /prosumer.

• Twitter– Communications/customer service/offers.

• Linkedin– Networking/ WOM/ referrals

• Blogging– Content/customer engagement/seo

• Youtube– Viral/media rich content/ seo

So What Works?

New Business Models - 1

Manufacturerswebsite

customer

Search for product

Retail websiteRetail websiteRetail website

Retail website

Retail website

postcode

•Increase in stock holding.•Transparency of order•Increase sales

Case Study 2

Case Study 3

Customer Centric Design

• Your website should be providing customer service.

• 90% service ;• Help them buy something they need.• Help them find information.• Help them save money and time.• Help them talk to the organisation.• Help them enjoy a positive experience!!

• Take your customers on a journey.

The next 10 Years

• Augmented reality

• Intelligent personal agents.

• The semantic web

• The rise in virtual environments

• Internet everything

YOUR Company?

What Can You Do?

• Quick Wins– Look at your online content through your

customers eyes.– Try Google Alert for your company / sector /

products.– Review your analytics for mobile browser use.– Improve your Linkedin profile.– Keyword research

What Can You Do?

• Forward Strategy– Build your customers journey.– Match experience to design.– Invest in digital presence.– Improve digital skills.– Measure and Tweak.

What We Can Do with You.

• Campaign insight – review your SEO, PPC, Analytics and improve them.

• Social insight – review your competitors social presence.

• Skills insight – assess your digital skills and competencies in house.

• Book a FREE digital marketing appraisal.

• john@sharpmonkeys.co.uk• chris@sharpmonkeys.co.uk • www.sharpmonkeys.co.uk • www.twitter.com/sharpmonkeys• skype – john.chacks• phone – 01684 575255 / 07962188183

Contact: