Date post: | 08-Feb-2017 |
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Digital MarketingBuilding brands with digital in the core
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Customer first without compromise
Existing Tesla drivers get the newest features for FREE!
Existing Tesla drivers get the newest features for FREE!
Extreme Customer Centricit
y
Technology =
Facilitator
Selling without selling
no mercy for bad behaviour
no mercy for bad behaviour
Extreme Customer Centricity
super hero window cleaners at childrens hospital
dont look for the next big thinglook for 100 small things
one basic rule: angry birds proof
fast
easy
fun
fast
easy
fun
fast
easy
fun
towards extreme simplicity
towards extreme simplicity
Check how fast and easy the customer interface of these new style companies is
towards extreme simplicity
towards extreme simplicity
Extreme Customer Centricity
Extreme Customer Centricity
Self - Service
Self - Control
Auto-mation
Self - Service
Self - Control
Auto-mation
towards a new self-service economyto meet customer expectations
Self - Service
Self - Control
Auto-mation
100
Self - Service
Auto-mation
12
what a hugecost difference
personal service
selfservice
Self - Control
Self - Service
Self - Control
Auto-mation
Self - Service
Self - Control
Auto-mation
Self - Service
Self - Control
Auto-mation
Self - Service
Self - Control
Auto-mation
from self-service to self control
customer takes control of his own life
Self - Service
Self - Control
Auto-mation
from self-service to self control
Self - Service
Self - Control
Auto-mation
from self-service to self control
Self - Service
Self - Control
Auto-mation
from self-service to self control
Self - Service
Self - Control
Auto-mation
be in controlwhere-, when-, whatever
Self - Service
Self - Control
Auto-mation
from self-service to automation
Self - Service
Self - Control
Auto-mation
Google self driving car
Self - Service
Self - Control
Auto-mation
nuTONOMY self driving taxi
Self - Service
Self - Control
Auto-mation
Uber self driving taxi
Self - Service
Self - Control
Auto-mation
Walmart self driving trucks
Self - Service
Self - Control
Auto-mation
Otto self driving truck
Self - Service
Self - Control
Auto-mation
Volkswagen traffic assistant
Self - Service
Self - Control
Auto-mation
Tesla self driving car
Self - Service
Self - Control
Auto-mation
from self-service to automation
when the world is smart, services just happen to us
Self - Service
Self - Control
Auto-mation
Self - Service
Self - Control
Auto-mation
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Technology =
Facilitator
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
evolution ofconnected devices
2020
2014
50 billion
14 billion
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
social networking space
Social Media
InternetDigitization
Social Media
InternetDigitization
InternetSocial Media
Digitization
InternetDigitization
Social Media
Mobile only
InternetDigitization
Social Media
44%
January 27th, 2015
InternetSocial Media
Digitization
Facebook was down for 27 minutes
InternetSocial Media
Digitization
InternetSocial Media
Digitization
Facebook Stories
launch in 2017
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
InternetDigitization
Social Media
#redcupcontest
InternetDigitization
Social Media
InternetDigitization
Social Media
vs.
ProfessionalNostalgia - Emotion - having fun
PersonalAchievement - Success - Aspiration
We spent time! We invest time!
1234
c
c
Social Media
InternetDigitization
social networking space
Social Media
InternetDigitization
social networking space
Interest/ topic based
real life/ relationship based
permanent
temporary
Social Media
InternetDigitization
social networking space
Interest/ topic based
real life/ relationship based
permanent
temporary
private
public
Social Media
InternetDigitization
social networking space
Interest/ topic based
real life/ relationship based
permanent
temporary
private
public
social networking space
Social Media
InternetDigitization
one to manyone to one
permanent
temporary
social networking space
Social Media
InternetDigitization
one to manyone to one
permanent
temporary
social networking space
Social Media
InternetDigitization
one to manyone to one
permanent
temporary
social networking space
Social Media
InternetDigitization
one to manyone to one
permanent
temporary
InternetDigitization
Social Media
B2C
InternetDigitization
Social Media
B2CB2B
InternetDigitization
Social Media
InternetDigitization
Social Media
social customer care 2010 - 2017
600%Social Media
InternetDigitization
2010 2014
12%
CV
58%
2017
CV
74%
social customer care can be hard!
Social Media
InternetDigitization
Social Media
InternetDigitization
social customer care can be hard!
Social Media
InternetDigitization
Social Media
InternetDigitization
thank you
sorry
Social Media
InternetDigitization
6 rules of participation
listenask questions
open personalengagementhonest
thank you
sorry
social customer care what your customer wants
58% 74%
92%
to be treated with dignity
58%
76%
their problems to be fixed
74%an explenation
72%a thank you
InternetDigitization
social customer care can be hard!
Social Media
Whats your reaction?
social media can be hard!
social media can be hard!
social media can be hard!
social media can be hard!
social media can be hard!
Totale ridiculous photo. At least havesomething realistic Give moms a break.
I prefer running naked with my children
social media can be hard!
Totale ridiculous photo. At least havesomething realistic Give moms a break.
I prefer running naked with my children
Amazing! Inspiring! Im a mum and can be stunning.
She looks awesome!!! Be inspired ladies. Not easy but achievable
social media can be hard!
#fail #fail
to predict the audiences receptivity to pay sufficient attention to detail
#susanalbumparty
Technology =
Facilitator
Social Media
InternetDigitization
Social Media
InternetDigitization
connecting with the (hyper)personal customer
Social Media
InternetDigitization
Regentstreet is becoming Beaconstreet
Social Media
InternetDigitization
mainwhile customers are leaving a data trail
Social Media
InternetDigitization
BIG data is the secret weapon for the next level of customer relationship
Social Media
InternetDigitization
its not about big data its about big relevance
Social Media
InternetDigitization
Why are we using customer data? 1 million dollar question
Social Media
InternetDigitization
BIG wisdom
BIG help
BIG personalisation
Social Media
InternetDigitization
every good conversation starts with a good listening
Social Media
InternetDigitization
every good conversation starts with a good listening
Social Media
InternetDigitization
BIG wisdom
BIG help
BIG personalisation
InternetSocial Media
Digitization
a customer relatonship that is faster-than-real-time
InternetSocial Media
Digitization
Reactive customer service comes to an end
InternetSocial Media
Digitization
Customer service becomes pro-active
InternetSocial Media
Digitization
Customer service becomes pro-active
Social Media
InternetDigitization
BIG wisdom
BIG help
BIG personalisation
InternetSocial Media
Digitization
(Towards) a predictable customer
InternetSocial Media
Digitization
a world of one size fits none
InternetSocial Media
Digitization
Forbes, 2014
InternetSocial Media
Digitization
41%use my data to provide
a personalized service
InternetSocial Media
Digitization
44%use my data to improve
your service
InternetSocial Media
Digitization
46%use my data to feed me
personalized information
InternetSocial Media
Digitization
companies will have to win the customers trust to win over the market.
InternetSocial Media
Digitization
InternetSocial Media
Digitization
the next level when science fiction becomes science
InternetSocial Media
Digitization
machines enable us to overcome physical limitations
InternetSocial Media
Digitization
computers overcome the limitations of the brain
InternetSocial Media
Digitization
computers changed the world
InternetSocial Media
Digitization
computers changed the world at high speed
InternetSocial Media
Digitization
InternetSocial Media
Digitization
InternetSocial Media
Digitization
almost passing the turing test (June 2014)
InternetSocial Media
Digitization
companies will start to implement
human like customer service
companies will start to implement
human like customer service
InternetSocial Media
Digitization
InternetSocial Media
Digitization
companies will start to implement
human like customer service
most people dontlike
authentic unfriendliness
InternetSocial Media
Digitization
InternetSocial Media
Digitization
people will prefer programmed friendliness
over authentic unfriendliness
InternetSocial Media
Digitization
people will prefer programmed friendliness
but remember technology will never replace love!
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Selling without selling
Content
Content
Its not about your product Its about your story
although simply the best shit might do
Josha Bell, world top violin player is ignored in the wrong setting
Content
Content
a good story adds value is an inspiration in the right context
Content
its not about products its about sharing inspriring stories
Content
and this works in every industry
Content
and this works in every industry yes, every industry!
Content
Content
Content
Content does not equal campaign
Reac
h
Time
Content
Content does not equal campaign
Reac
h
Time
campaign
campaign
content
content
content
Content
Content does not equal campaign
Content
Content does not equal campaign
Content
Its about sharing!
Content
Content
3year
Content
30min
Content
whats your content stategy?
Content
whats your content stategy?
Content
Mar
ket
need
uniqueness of the content
avoid niche
competition focus
content quadrant
Content
Content
Cam
paig
ns
subscriber
CONTENT BRANDS
CUSTOMER EXPERIENCE
NATIVE ADVERTISING
BRANDEDCONTENT
content quadrantPaid
Owned
Earned
unbranded branded(content as product) (product as content)
Com
mit
men
ts
customer
Raise Awareness
Drive Demand
Content
Cam
paig
ns
subscriber
CONTENT BRANDS
CUSTOMER EXPERIENCE
NATIVE ADVERTISING
BRANDEDCONTENT
content quadrantPaid
Owned
Earned
unbranded branded(content as product) (product as content)
Com
mit
men
ts
customer
Raise Awareness
Drive Demand
Content
Cam
paig
ns
subscriber
CONTENT BRANDS
CUSTOMER EXPERIENCE
NATIVE ADVERTISING
content quadrantPaid
Owned
Earned
unbranded branded(content as product) (product as content)
Com
mit
men
ts
customer
Raise Awareness
Drive Demand
Content
Cam
paig
ns
subscriber
CONTENT BRANDS
NATIVE ADVERTISING
content quadrantPaid
Owned
Earned
unbranded branded(content as product) (product as content)
Com
mit
men
ts
customer
Raise Awareness
Drive Demand
BRANDEDCONTENT
Content
Cam
paig
ns
subscriber
NATIVE ADVERTISING
content quadrantPaid
Owned
Earned
unbranded branded(content as product) (product as content)
customer
Raise Awareness
BRANDEDCONTENT
CUSTOMER EXPERIENCE
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
increase impact withshared purpose
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Selling without sellingExtreme
Customer Centricity
Technology =
Facilitator
purpose
increase impact withshared purpose
from traditional selling
sales demos
cold sales
qualify leads
Sales 1.0
from traditional selling to social selling
sales demos
cold sales
qualify leads
educate
social network
engage
Sales 1.0
Social Sales
from traditional selling to social selling
educate
social network
engage
Social Sales
develop a content strategy which is based on value1
from traditional selling to social selling
educate
social network
engage
Social Sales
instead of looking for clientsmake sure clients find you2
from traditional selling to social selling
educate
social network
engage
Social Sales
evolve from demographic segmentationto segmentation based on similar needs3
from traditional selling to social selling
educate
social network
engage
Social Sales
Endorse 1 to 1 communicationinstead of 1 to many4
from traditional selling to social selling
educate
social network
engage
Social Sales
Make your communicationomnichannel 5
from traditional selling to social selling
educate
social network
engage
Social Sales
Go for data-drivenautomation 6
Digital MarketingBuilding brands with digital in the core