THE WEB’S IMPACT ON CONSUMERS AND RETAILERS

3

1. The gap between web and corporate culture

Steve Jobs – The Billionaire Hippy

4

2. The decision’s gap: You need 2 to tango

5

“It’s been a longstanding thesis of mine that Google’s ability to reorder information in microseconds, based on our declared intent through a search query, has habituated us to expect an immediate and relevant response from nearly every website – and in particular, commercial sites. In time, I think this expectation will leak into realspace as well.”John Battele

3. The gap between virtual and real spaces

6

4. The gap between Broadcasting and narrowcasting

7

5. The gap between mass retailing and individuals

8

6. The gap between macro and micro-marketing

9

6. The gap between macro and micro-marketing

10

6. The gap between macro and micro-marketing

11

7. The gap between geeks and business

12

7. The gap between geeks and business

13

8. The gap between sources of trust

14

9. The gap between experience and feedback

15

10. The gap between big numbers and small numbers

10 Gaps

■ WEB & CORPORATE CULTURE

■ DECISION’S GAP■ VIRTUAL VS REAL■ MASS VS INDIVIDUALS■ MACRO VS MICRO MARKETING■ GEEKS AND BUSINESS■ SOURCES OF TRUSTS

■ EXPERIENCE AND FEEDBACK■ BIG AND SMALL NUMBERS

10 Rules

■ CHIEF COLLABORATION OFFICERS■ THE LEADER SHOWS THE WAY■ INVOLVE ALL STAKEHOLDERS■ MASS INDIVIDUALIZATION■ PHYSICAL AND EMOTIONAL

PROXIMITY■ THINKS USERS, USE, USAGE■ TRUE ENDORSEMENT THROUGH

INVOLVMENT■ IM-MEDIA-CY■ ENGAGE WITH LEAD USERS

16

17

ONE CHALLENGE :

■ THE WINNER WILL BE THE ONE ADDING VALUE TO THE CUSTOMER JOURNEY.

■ HOW CAN TECHNOLOGY AND CREATIVITY ADD VALUE TO THE SHOPPING – BUYING – USING – TRHOWING AWAY EXPERIENCE BY MAKING ALL THESE DAILY LIFE EXPERIENCES MORE EASY, ENJOYABLE, USEFUL, MEANINGFUL ?

ONE TREND

18

Ten steps to surf on the trend and bridge de gap1. Laddering support through tiers of engagement –2. Empowering super users3. Providing source materials for user-generated content4. Going where the people are 5. Using tools people are familiar with6. Ensuring that people can find your content 7. Mobilizing supporters through mobile devices8. Harnessing analytics to constantly improve engagement

activities9. Building the online operation to scale10. Choosing the right team

19

20

ONE ADVICE :

DON’T PANIC, GOOD PRODUCTS DO FINE AND WILL KEEP DOING SO.

BUT THE WEB HELPS.

THANK YOU