Social Business Little surprises around every corner, but nothing dangerous

June 2011 – Rick Mans – Social Media Lead

This is a story of an ordinary little boy named Charlie Bucket. He was not faster, or stronger, or more clever than other children. His family was not rich or powerful or well-connected; in fact, they barely had

enough to eat. Charlie Bucket was the luckiest boy in the entire world. He just didn't know it yet.

Consumersahead of business

We’re not in Wonderland

anymore, Alice

Cost savings

Increase Margins

Increase revenues

Impacting business goals

Productivity killers:

meetings and emails

Your most loyal promotor

Use your customers

Analytics

It was never so easy to connect with so many people.

It was never so hard to get somebody’s attention.

How can you connect with your audience and turn them into passionate fans.

From outsider to evangelist

You cannot create a community.

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It is about your fans.

It is not about you.

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Know where your (future) fans are.

Go to them.

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It is not a linear process all the time.

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Leading by example is key.

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There is still an offline world.

Do not ignore the old media.

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Success won’t come overnight.

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Care about your fans.

Care about every single one of them.

You passionate fans will outperform every marketing department and every agency.

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Make them an offer they cannot refuse.

Build a relationship.

Be a friend.

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Don’t be a jerk.

It is not about you.

It is about them.

1

Opportunities

Opportunity Areas

MarketingProduct development

Sales

Production

Service

Turning satisfied customers into successful marketeers

Marketing

Participate in online conversations

Marketing

Let your customers develop and design your next product

Product development

Boost Knowledge Sharing and Creativity

Production

Make Knowledge Work More Efficient

Production

From Short Term Cashing To Long Term Earning

Sales

Relationship First.Transactions Will Follow.

Sales

Reach Out to Your Customers before they complain

Service

Your customer can become your most valued service representative

Service

Relations, not transactions

Consumer evangelisme UpsellTransaction

Awareness Consideration Preference Action Loyalty

Find me Get to know me Hear my story Tell me your story Be me friend

Customer phases

Customer needs

Required activities

Monitoring Reacting Conversing Responding Friending

Use the tools and platformsyour customers are already using

Transformation

Your company is already going through a social transformation

Overview Social Transformation Strategies

Business Areas impacted by Social Transformation Strategies

SMILE Activities

Supporting

Meshing

Interacting

Listening

• Help customers and let customers help themselves and others• Ensure there is a platform for them where they can find you, the brand,

and other customers

• Integrate customer feedback and input in your product cycles• Create a place where customers can provide input on your product and

where they can see the result.

• Start solving real world problems• Create an environment that promotes and enables co creation• Use a platform in which you can interact with your customers

• Doing web care is a good way to get to know what is said about your products

• Give customers a platform on which they can share their thoughts.

Evangelizing• Provide customers a home base with tools so they can promote you /

your products• Create easy promotion kits that can be reused over and over again.

S M I L E

S M I L E

S M I L E

S M I L E

S M I L E

S M I L E

S M I L E

S M I L E

Design principles

Candy is Magical

Changing the default

It changes the product or service

It changes the experience

Why should we share this?

Why should we not share this?

What if customers are enabled for interaction?

Is your service or product you offer sharable?

Get Your Golden Tickets Now

Your contact:

Rick Mans

Phone: +31 6 51 21 01 44E-Mail: rick.mans@capgemini.comTwitter: http://twitter.com/rickmansLinkedIn: http://nl.linkedin.com/in/rickmans

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