The sharing economy is changing service delivery
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Transcript of The sharing economy is changing service delivery
11th Strategic Marketing and Branding Forum
Amsterdam, April 14th &15th 2016
OMNICHANNEL MARKETING How to achieve a truly integrated
multichannel strategy
LUISELLA GIANI | @luisella
TheSharingEconomyisChangingServiceDelivery
WhatCanCorporatesLearn?
Amsterdam, October 14th 2016 LUISELLA GIANI | @luisella
The global Sharing Economy is the biggest financial phenomenon of the 21st Century.
Could generate a potential revenue opportunity worth $335bn worldwide (source PWC 2015)
Thought Leader Global@luisella
74% smartphones owners use location based services!47% want to receive mobile coupons from retailers based on their location!91% of adults have their mobile phones within arm’s reach 24/7!!Location-targeted campaigns: forecast ad spend of $5.8 bil by 2016!
63%More fun than engaging with traditional companies
83%Agree it makes life more convenient and efficient!
89%Agree is based on trust between providers and users
64%have utilized one or more service in the so-called sharing economy.
22%had actually offered up these services themselves
2%reported negative opinions on the experience
Thought Leader Global@luisella
610.000 rooms 88 countries Founded 1919
650.000 rooms 192 countries Founded 2008
Source Pwc/Time
PARTICIPATION
TRACEABILITY COMMUNITY
COLLABORATION AUTHENTICITY
SUSTAINABILITY
TRUST
DOING WELL IS DOING GOOD
CROWDFUNDING
TRANSCENDING SELF-INTEREST
Thought Leader Global@luisella
SIMPLICITY
CREATING TOGETHER
SOCIAL DRIVERS: NEW VALUES
TRANSPARENCY
Thought Leader Global@luisella
ACCESS IS THE NEW OWNERSHIP
81%
43%
Sharing goods less expensive than owning
Owning today feels like a burden
57%
ECONOMIC DRIVERS
MOBILE DEVICES AND PLATFORMS
HIGH SPEED INTERNET AVAILABILITY
EVOLUTION OF PAYMENT SYSTEMS
Thought Leader Global@luisella
TECHNOLOGY DRIVERS
SOCIAL NETWORKING
NO TRANSACTION COST
INCREASED UTILIZATION OF GOODS
ON DEMAND SUPPORT
PERSONALIZATION
LOWER PRICES
MULTIMPLE OPTIONS
ACCESSIBILITY
Thought Leader Global@luisella
BENEFITS
GOODS “AS A SERVICE”
MARKETPLACE: RELATIONSHIP BASED ECONOMY
PROFILE
TRUST COMMUNITY
CREATE THE OFFER
INTERACTION
MODERATORS
GAMIFICATION
INCENTIVES
REPUTATION
MESSAGING SYSTEM
Thought Leader Global@luisella
SIMPLICITY USEFUL COLLABORATION PARTICIPATION
SUPPORT 24/7
TRACEABILITY
1 DISCOVERY PHASE: survey 300 expats
2 POSITIONING: identify targets, USP, brand values
3 IDENTITY: define visual and verbal identity
4 ACTIVATION: customer journey, priority touchpoints
BUILDING EXPATGENIUS BRAND
Thought Leader Global@luisella
AWARENESS INTEREST ENGAGEMENT ACTION ADVOCACY
VIEW FOLLOW
MENTION
FOLLOW UP
SALE REPLY
SUBSCRIBE
DM
ON SOCIAL MEDIA
LEARNING: MARKETING
Thought Leader Global@luisella
SALES FUNNEL
Do we really need a CRM? We do have an advanced CMS!
Account record Social presence verification
Sales potential & prospects
Segmentation for marketing campaign
and automation
Integrated analytics &
tracking
Historical view Partnerships potential
Team collaboration
tool
Thought Leader Global@luisella
CRM not only for sales
USERS MANAGEMENT02468
1012PRIORITIES
Build relationship with users
Thought Leader Global@luisella
PERSONALIZATION
PRICING/SERVICE
SUPPORT 24/7 TRANSPARENCY
SOCIAL
ACCESS EXPERIENCE
MOBILE FIRST
Thought Leader Global@luisella
ONE SIZE DOESN’T FIT ALL
SHARING ECONOMY SETS THE BAR FOR SERVICES EXPECTATIONS:
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @[email protected]!@luisella linkedin.com/in/luisellagiani
Luisella Giani!