olivier alain blanchard@thebrandbuilder

#TSC12 #smROI

Amsterdam, NL9 February 2012

Social Business: The Next Decade.

Now what?

What do we know?

Over the last 5 years, developing countries have increased their share of global internet use from 44% to 62%

Growth: - Internet users- Mobile broadband subscriptions- Mobile phone subscriptions

Flat: -Fixed telephone lines-Fixed broadband subscriptions

1. The web is increasingly becoming mobile.

These devices bring new functionality to our lives.

2. Tablets are becoming the new computing interface.

Source: Seeking Alpha

Tablet sales will outpace desktop PCs in 2013.

3. The web is becoming increasingly social.

4. The channels are changing.

5. What people do on the web is changing.

6. Mobile Commerce is growing.

7. E-Commerce is still growing.

7. E-Commerce is still growing.

8. Companies are developing new revenue models.

So-Lo-Mo

Social Local Mobile

Social CRM: Consumer profiling

You know who their friends are.You know what they like.You know what they talk aboutYou know (generally) where they live.

You know what they watch.You know what they listen to.

You know where they go.You know where they shop.You know who they shop with.

This is data.

You know who their friends are.You know what they like.You know what they talk aboutYou know (generally) where they live.

You know what they watch.You know what they listen to.

You know where they go.You know where they shop.You know who they shop with.

What do these platforms really do? Capture data.

Data:WhoWhatWhereWhenWhyWhy notHowHow oftenWhat else

Oh fun!!! I get to share

everything I do!

Don’t mind us.Just keep

sharing stuff!

What brands are focusing on now:

The basics:MarketingAdvertisingEngagementSpecial OffersSpecial discountsContestsAwarenessImpressionsLoyaltyMentions & SentimentContentLikesSharesCheck-insRetweetsTagsWOM

Who is the real winner?

Oh fun!!! I get to spend my

budgets here now.

Don’t mind us.Just keep

Buying ads!

Where the real opportunity is:

Dive deeper:Who are my customers?Who aren’t my customers? (and why?)How often do they use my product?What else do they buy?Who are their friends?Where do they go?What do they like?What do they share?What do they search for?What don’t they like?How are we alike?How are we not alike?What’s new? What’s changing?What are their habits & patterns?Where are they right now?Where are they going?

Social CRM: Consumer profiling

You know who their friends are.You know what they like.You know what they talk aboutYou know (generally) where they live.

You know what they watch.You know what they listen to.

You know where they go.You know where they shop.You know who they shop with.

Merge social data with customer data

Customer’s transaction historyCustomer’s transaction habitsCustomer loyalty ratingCustomer

Consumer targeting gets a lot better.

My marketing dollars will be better spent now.I know exactly who to reach, what channels to use, when to reach out to them and with what kind of messaging.

As marketing efficiency improves, marketing R.O.I. improves.

My marketing dollars will be better spent now.I know exactly who to reach, what channels to use, when to reach out to them and with what kind of messaging.

Not only will we increase R.O.I., but we will also waste less time doing the wrong things in the wrong places.

Opt-in models ensure none of it feels intrusive.

My marketing dollars will be better spent now.I know exactly who to reach, what channels to use, when to reach out to them and with what kind of messaging.

Not only will we increase R.O.I., but we will also waste less time doing the wrong things in the wrong places.

The best part: We can do this without being annoying or intrusive. Consumers decide what they will allow us to do.

Real-Time, Real-World Targeting.

Would you like to know where your target customers are?

Dave is right there.

Would you like to know what their geo-patterns are?

Source: Google Latitude

Would you like to know where they are going right now?

Source: Google Latitude

If you are a retailer, you might.

BIG MOTHER ISWATCHING YOU

Don’t panic. Think of it more as…

BIG MOTHER ISWATCHING YOU

Don’t panic. Think of it more as…

… and helping you enjoy life a little better.

BIG MOTHER KNOWS:

How far you are from your favorite coffee shop.That you are probably in the mood for pizza.That you need to buy more milk.That it’s been a while since you’ve bought new shoes.That your friends are only two blocks away.That the bus will be here in 3:07.That the H&M down the street has a special sale today.That a new vegetarian restaurant just opened a mile away.Where the closest pharmacy is.That you are bored and looking for something to do.

Big Mother saves you time.Big mother saves you money.Big mother makes your life easier.

How Big Mother knows what she knows:

Customer’s transaction historyCustomer’s transaction habitsCustomer loyalty ratingCustomer

Source: Google Latitude

Back to our example…

“How about a cup of coffee?”

Hey Sam, how about a cup of coffee? You’re

really close.

“How about a cup of coffee?”

What a great idea! Coffee

sounds awesome.

“How about a cup of coffee?”

Cool! Come on over! We’ll be waiting for

you!

Source: Google Latitude

“How about a cup of coffee?”

Here we are on the map.We’re on the corner of 21st street, in the

big red building.

Source: Google Latitude

“How about a cup of coffee?”

I’m on my way!Oh look: Sharon is nearby. Maybe I should ping her.

Source: Google Latitude

“How about a cup of coffee?”

Oh, hi Sam!Coffee? Cool idea! I’ll meet you there in a few minutes!

Had a delicious cup of coffee he didn’t even realize he wanted.He shared that he was there with his various networks.He rated the coffee shop positively.

Met up with an old friend and had a great conversation.Told her friends about it later, which made them want to visit the coffee shop the next day.

Generated €12 in revenue from Sam and Sharon.Increased Sam and Sharon’s loyalty.Increased its exposure to Sam & Sharon’s WOM networks.Attracted more customers later that week.Didn’t spend $3.2M on a :30 Superbowl ad.

RECAP OF WHAT HAPPENED

Or…

BUY OUR STUFF!WIN A FREE iPad!!

LIKE US ON FACEBOOK!!!BUY ONE, GET ONE FREE!!!!

You could just keep doing this:

Okay. Enough about SoLoMo…

Let’s revisit the basics of good business.

Customer retention: Cheaper, stronger, longer.

I asked for a coffee stirrer and you guys gave me this… thing.

Are you kidding me?! I am never coming here

again!!!

Awww shucks. You didn’t have to do that.

He already apologized. I was just mad, earlier.

I love you guys.

Ooops! Sorry Henry! We didn’t mean to do that. I

just talked to the manager. Your coffee’s on us today.

Real Time Customer Service: Real Impact.

Or…

BUY OUR STUFF!WIN A FREE iPad!!

LIKE US ON FACEBOOK!!!BUY ONE, GET ONE FREE!!!!

… you could keep doing this.

These jerks didn’t listen to me, I tell ya. They just let me walk

right on out of there! Well… I’ll show them, won’t I, Jack?

I’ll sure show them!

Life without real-time Customer Service:

(Source: Bain & Company study in Harvard Business Review)

Customer acquisition costs 6x more than customer retention.

Who wants to keep throwing money away?

Social Customer Service will be the new normal.

I hear everything now. Awesome.

The way we do business is evolving quickly.

Why?

Because technology is evolving quickly.

BIG MOTHER KNOWS:

How far you are from your favorite coffee shop.That you are probably in the mood for pizza.That you need to buy more milk.That it’s been a while since you’ve bought new shoes.That your friends are only two blocks away.That the bus will be here in 3:07.That the H&M down the street has a special sale today.That a new vegetarian restaurant just opened a mile away.Where the closest pharmacy is.That you are bored and looking for something to do.

Before social media and mobile devices, this was not possible.

What is Siri again?

What will Siri do for you in 5 years?

Devices and applications are changing the way we live,

the way we shop, the way we communicate, the way we learn, the way access news, the way we consume entertainment, the way we bank and the way we work.

Social TV

Social Appliances& displays

Social VehiclesSecond Screen

Expect seamless integration of digital media.

But why?

CONSUMERS BRANDSPLATFORMS DEVICES PLATFORMS

RESEARCHINGRESPONDINGTARGETINGMESSAGINGPROMPTING

SEARCHINGCURATINGSHARINGBUYINGREVIEWING

Or…

BUY OUR STUFF!WIN A FREE iPad!!

LIKE US ON FACEBOOK!!!BUY ONE, GET ONE FREE!!!!

… you could keep doing this.

The Evolution of Social Business- in just 4 slides -

2007 - 2012

2012 - …

Nascent model (2008 – 2011)

Director Social CommunicationsCoordinates SM activityProvides leadership + SupportReports to CMO or other SVP

Customer Support

PR + Reputation Mgmt

Marketing

Measurement

Community Management

MonitoringSupportTriage

Data AnalysisReporting

MonitoringResponding to crisesContent & events

MonitoringResponding to inquiriesContent & Engagement

ResearchContent DevelopmentPromotions

Adolescent model (2012 – 2015)

VP Social CommunicationsDeveloped the Social Communications InfrastructureOversees SM activityCoordinates SM activityProvides leadership + Support

Customer Support

PR + Reputation Mgmt

Marketing

Measurement

Community Management

MonitoringSupportTriage

Data AnalysisReporting

MonitoringResponding to crisesContent, events & Promotion

MonitoringResponding to inquiriesContentTriage

ResearchContent DevelopmentPromotions

InternalCollaboration

Hub

Ask away.

Olivier Blanchard864.630.7398www.olivierblanchard.net@thebrandbuilder (on Twitter)

FIND OUT MORE AT SMROI.NET

Thank you!

http://mobithinking.com/mobile-marketing-tools/latest-mobile-statshttp://www.itu.int/ITU-D/ict/facts/2011/material/ICTFactsFigures2011.pdfhttp://www.infographicsarchive.com/http://seekingalpha.com/article/241196-tablet-sales-to-overtake-desktop-pcs-by-2013http://globalwebindex.net/http://www.internetretailer.com/trends/sales/http://www.marketingprofs.com/charts/2010/3636/web-video-to-eclipse-broadcast-tv-by-2020http://www.zoomerang.com/whitepaper/measuring-tracking-customer-satisfaction/

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