building brands with digital in the core - part 2

Digital MarketingBuilding brands with digital in the core

Extreme Customer Centricity

Technology =

Facilitator

Selling without selling

Customer first without compromise

Existing Tesla drivers get the newest features for FREE!

Extreme Customer Centricit

y

Technology =

Facilitator


no mercy for bad behaviour

no mercy for bad behaviour


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

towards extreme simplicity

Check how fast and easy the customer interface of these new style companies is

towards extreme simplicity


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

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

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


Technology =

Facilitator


Technology =

Facilitator

Social Media

InternetDigitization

Social Media


Social Media


evolution ofconnected devices

2020

2014

50 billion

14 billion

Social Media


Social Media


social networking space

Social Media


InternetSocial Media

Digitization


Social Media

Mobile only


Social Media

44%

January 27th, 2015


Digitization

Facebook was down for 27 minutes


Digitization


Digitization

Facebook Stories

launch in 2017


Social Media


Social Media

#redcupcontest


Social Media


Social Media

vs.

ProfessionalNostalgia - Emotion - having fun

PersonalAchievement - Success - Aspiration

We spent time! We invest time!

1234

c

c

Social Media



Social Media



Interest/ topic based

real life/ relationship based

permanent

temporary

Social Media



Interest/ topic based

real life/ relationship based

permanent

temporary

private

public


Social Media


one to manyone to one

permanent

temporary


Social Media

B2C


Social Media

B2CB2B


Social Media

social customer care 2010 - 2017

600%Social Media


2010 2014

12%

CV

58%

2017

CV

74%

social customer care can be hard!

Social Media


Social Media



Social Media


thank you

sorry

Social Media


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



Social Media

Whats your reaction?

social media can be hard!


Totale ridiculous photo. At least havesomething realistic Give moms a break.

I prefer running naked with my children


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


#fail #fail

to predict the audiences receptivity to pay sufficient attention to detail

#susanalbumparty

Technology =

Facilitator

Social Media


Social Media


connecting with the (hyper)personal customer

Social Media


Regentstreet is becoming Beaconstreet

Social Media


mainwhile customers are leaving a data trail

Social Media


BIG data is the secret weapon for the next level of customer relationship

Social Media


its not about big data its about big relevance

Social Media


Why are we using customer data? 1 million dollar question

Social Media


BIG wisdom

BIG help

BIG personalisation

Social Media


every good conversation starts with a good listening

Social Media


BIG wisdom

BIG help

BIG personalisation


Digitization

a customer relatonship that is faster-than-real-time


Digitization

Reactive customer service comes to an end


Digitization

Customer service becomes pro-active

Social Media


BIG wisdom

BIG help

BIG personalisation


Digitization

(Towards) a predictable customer


Digitization

a world of one size fits none


Digitization

Forbes, 2014


Digitization

41%use my data to provide

a personalized service


Digitization

44%use my data to improve

your service


Digitization

46%use my data to feed me

personalized information


Digitization

companies will have to win the customers trust to win over the market.


Digitization


Digitization

the next level when science fiction becomes science


Digitization

machines enable us to overcome physical limitations


Digitization

computers overcome the limitations of the brain


Digitization

computers changed the world


Digitization

computers changed the world at high speed


Digitization


Digitization

almost passing the turing test (June 2014)


Digitization

companies will start to implement

human like customer service




Digitization

most people dontlike

authentic unfriendliness


Digitization


Digitization

people will prefer programmed friendliness

over authentic unfriendliness


Digitization

people will prefer programmed friendliness

but remember technology will never replace love!


Technology =

Facilitator



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 does not equal campaign

Reac

h

Time

Content


Reac

h

Time

campaign

campaign

content

content

content

Content


Content

Its about sharing!

Content

Content

3year

Content

30min

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


Owned

Earned


Com

mit

men

ts

customer

Raise Awareness

Drive Demand

Content

Cam

paig

ns

subscriber

CONTENT BRANDS

NATIVE ADVERTISING


Owned

Earned


Com

mit

men

ts

customer

Raise Awareness

Drive Demand

BRANDEDCONTENT

Content

Cam

paig

ns

subscriber

NATIVE ADVERTISING


Owned

Earned


customer

Raise Awareness

BRANDEDCONTENT

CUSTOMER EXPERIENCE


Technology =

Facilitator


increase impact withshared purpose


Technology =

Facilitator


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


educate

social network

engage

Social Sales

develop a content strategy which is based on value1


educate

social network

engage

Social Sales

instead of looking for clientsmake sure clients find you2


educate

social network

engage

Social Sales

evolve from demographic segmentationto segmentation based on similar needs3


educate

social network

engage

Social Sales

Endorse 1 to 1 communicationinstead of 1 to many4


educate

social network

engage

Social Sales

Make your communicationomnichannel 5


educate

social network

engage

Social Sales

Go for data-drivenautomation 6

Digital MarketingBuilding brands with digital in the core

building brands with digital in the core - part 2

Education