how to make your product a shareable experience

Rick MansGlobal Social Media Lead

How to make your product a shareable experience

Experiences

The earlier trend of courting customers with powerful retail experiences has expanded into

using virtual reality and Hollywood-style animated props. When a service or

commodity represents a lifestyle, using it can be a personal, fun,

distinctive and memorable experience - and it can also generate

memorable sales. These fun experiences can be anything from special meals at a theme

restaurant to a Disneyland vacation. The growth in the Experience Economy doesn't all come

from entertainment; it also draws customers through education, escapism, and esthetic appeal.

When a company combines various active and passive elements to

create a large variety of experiences for customers, it also enhances

sales. The Experience Economy explores the concept of engaging customers on many levels.

The easiest way to turn a service into an experience is by delivering poor service

Make things sharable so people can promote your product to their peers

Social Media is:

Human interaction in a virtual world

It’s about a Social Transformation

Urgent Enterprise Wide

Social Transformation

Cust

omer

exp

ecta

tion

rega

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nnel

Hig

hLo

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HighLow

Market competitiveness


Focused on

Customer Interaction


Focused on

Cost Reduction

Gradual Social Transformation

Focused on

Corporate Branding and HR

Social Media Goals

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.

© 2010 Capgemini – All rights reserved 6

“... study of the Lenovo community noted a 20% decline in the rate of call volume comparative 2007 to 2008 time periods ...”

Resulting in:Lower TCO of Support, Faster Response Time, Scalability in Peak Situations

S M I L E


Customer self service

Be transparant about the known issues, it saves time for your support department

S M I L E


S M I L E

Is the iPhone successful or is it just a tool for using the successful appstore?

By providing an SDK Apple has now 250000 apps available for the iPhone which are downloaded over 6.5 billion times


S M I L E

Offer building blocks and make your own LEGO design

LEGO went from 100 designers making 300 designs each year to 1 million designers making 3 million designs. And even better: the 1 million designers aren’t on the payroll

S M I L E

TriMet offers an API for free

The best uses come from the users, so why not offer them the opportunity to come up with the required applications


S M I L E

Right time, right message and now also right place

Foursquare offers you the possibility to provide an offer for your (potential) client who are nearby, or even special deals for your most loyal customers


S M I L E

P&G was able to use this community to market feminine hygiene products in a subtle way to an audience that doesn't want to talk about them.

What's very interesting to note is that P&G found community building to be four times more effective than traditional advertising.

Conversation management

What are the hot topics of the

day?

How is sentiment changing over time?

Who is saying what about us?

What is being said about our competitors?

Is the volume of chatter

significant?

What are future issues?

S M I L E

Conversation management

Tools can help you to get real time insights on the things that are going on online. Not only about your conversations, but also about the competitor’s

S M I L E

Listening can help in preventing disasters

Go beyond just listening, reply on the platform your customers choose.

S M I L E

Are your customers liking you?

Each ‘like’ is send to the connections of the customer, creating a potential viral loop of promotion.


Products that tweet?

Go beyond traditional human interaction. Why not a product that tweets? Your product has a story to tell that is worth sharing

S M I L E

Like slide from scot CFA


Go beyond the tools, beyond the transaction and beyond the expectations of your customers. With Social Media you can participate in your market, at a one to one level, to

understand your customers and potential customers, wishes, wants and views to the satisfaction of all, (buyer, seller, prospect and partner).

What’s your story you are going to share?

Rick MansSocial Media LeadPapendorpse weg 100 UtrechtThe Netherlands

Phone: +31 6 51 21 01 44E-Mail: [email protected]: http://twitter.com/rickmansLinkedIn: http://nl.linkedin.com/in/rickmans

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