Beyond social media

Twitter: @kazarnowiczhttp://nowi.cz/michaelkaz

• Companies and organizations are good at social media.

• I.e. answering on Facebook and conversing on Twitter (reacting) or brand building/creating campaigns in digital channels (campaigning).

• Good at social media = good at communicating

• How do you go from “good at social media” to “digital winner”?

•age (generation X, generation Y)

•gender

•location

•income

•= DEMOGRAPHICS

•Generation C

•interests

•behaviors

•not an age group, but a way of life

•an audience with an audience of audiences

•To earn customer attention, trust, and loyalty is a cost

•… and an investment in relevance and relationships.

•Design “proactive experiences”

•… but it is not enough

•… you also have to define “shareable experience”

the cost of reacting to experiences > the cost of proactively defining experiences

•Customer-centricity starts with recognizing that customer experiences are owned by the customer.

•In the end, no amount of responses can fix a broken product or service.

Case:Scandic Hotels

Case:Holiday Phone

• Simple ordering procedure

• Don’t sell you things you don’t need

• Package isn’t sent until a week before you leave (no misplacing the package)

• Exact, step-by-step instructions: at the airport, on the plane, when you arrive, when you get back home

• Reminder SMS when you leave

• Reminder SMS when you come back

Questions• Isn’t this a bunch of bullcrap?

• Do you have (good) examples of your own?

• What do you need in an organization to make it more Holiday Phone and less Scandic?

• What is hindering your organization from re-defining the customer journey?

• Is this applicable to B2B?

• <insert your question here>

Beyond social media

Twitter: @kazarnowiczhttp://nowi.cz/michaelkaz