lyit strategy.pdf wk#11

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Gareth Dunlop Managing Director

1.INTERRUPTION2.BEHAVIOURAL

3.PERMISSION

THE NEW CUSTOMER REVOLUTION The Customer

WHAT DO THEY LOOK LIKE?

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get your priorities right focus on what matters to your customers

self actualisation

self esteem

social belonging

safety and security

physical survival

MASLOW’S HIERARCHY OF NEEDS

self actualisation

regular updates

relevant content

easy navigation

quick download

NIELSEN’S HIERARCHY OF NEEDS

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The Crowd WHAT DO WE BELIEVE

ABOUT IT AND WHAT IS ITS VALUE SYSTEM?

DIGITAL

footprint shadow

voice

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POWERFUL

April 2008

10m #1

July 2009

52m #4

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Oct 2009

11m #9

1771 You cannot control the

message ... Your web

presence is not your website

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WISE

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Listen to your users

PROPHETIC

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COCREATION the marketplace finishes the messages co-created by the company

RESISTANT TO MARKETING customers gravitate to what matters to them

WE’RE NOT PERFECT great companies will be those who excel in transparency

ADVOCACY good engagement allows customers to be advocates

RESPONSIVENESS response must be in real time – minutes not days or weeks

CONSISTENCY digital experience should be the same in work / on the road / at home / leisure

COMMON SENSE gut feel and common sense still beats technology every time

DELL KEY FINDINGS INFLUENCED NEVER

CONTROLLED

TRIBAL

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3. The Long Tail – do it right!

3. The Long Tail – do it right!

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Q & A AND POTENTIAL

HECKLING

Gareth Dunlop Managing Director

gdunlop@ionology.com www.ionology.com

048 9045 5911