:

The FUTURE

Kunnskapstinget, 22. september 2009

Leif.henrik.husom@perceptor.no Twitter: lhhusomLinkedIn: Leif Henrik Husom

We are EXPOSED to ”millions” of TOUCHPOINTS creating our platform for attitude and choice.

• Marketing and advertising from dozen of providers

• Journalists and media providing you with facts, hints, advice and inspiration

• Consumer-portals try to help you behave rationally

• Direct sales through TM and professionals in a shop

• From your daily experience as user of a product or service

• When you are actively looking for information on the net

• Or meet someone you did not expect (i.e. pop-ups)

• Through the invoice

• Word-of –mouth sharing our experiences with friends and family

• Help-desk or customer service

• When we read blogs and references to people sharing positives or negatives in the public space

• From watch-dogs: authorities and government

The myriad of social medias PROVIDES great POSSIBILITIES – but requires higher PRECISION

• The human brain is developed over 500 million years.• It is 99,4% GENETIC SIMILARITY between us and a monkey: We

ARE MONKEY 2.0!• Efficient marketing: ”The chase for conscious or unconscious

positive associations”. • When we have so much to choose from… and we are all the centre

of our own lives… we have to realize that ”my category” represents a VERY SMALL portion of the consumers daily life

• Consequence: Extremely necessary to ”hit the bulls-eye”

Change

Culture

People

Politics

Technology

Demographics

Trends and changes:”It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change” - Charles Darwin

Demographic changes….

Large changes in the population…The Grown-Up Consumer!

Increase of single householdsGirl Power!

Technology changes…. (in a consumer relevant perspective)

Web / Enterprise 2.0Everything Availabile Everywhere

The Digital Home

”What would fit into a building 25 years ago, fits in a pocket today. What fits in a pocket today will fit in a

blood-cell 25 years from now…”

People: All scientific consumer research shows we are driven by 4 basic motives!

LearningSecurity

BelongingAcquiring

Two more..? Entertainment

Beauty t

Cultural changes

From materialism back to more idealism

The protective consumerThe influencing consumer

The trans-cultural consumerThe activist consumer

Social Media usage among Norway enterprises? Highlights: Dataforeningens survey august2009 (236 respondents)

• In 3 out of 4 enterprises, the management has discussed use and presence of social media

• 6 out of 10 has decided to use social medias. 2 out of 10 wants to do further research and analysis

• 85% says their social media strategy is not fully implemented • 56% has not established rules of conduct for employee usage of social medias

– Higher usage from enterprises that has….

• 1 out of 3 claims that the management does not understand new medias and possibilities. 1 out of 4 fully agrees that top management supports employee usage of social medias

• 2 of 10 agrees that use of social media during work-time is unproductive… 1 out of 10 do fully agree that use of social media represents a security risk

• 1 of 3 agrees that their enterprise wants to be leading in usage of social medias, and 2 out of 3 agrees that enterprises without a strategy for social media will face problems

• 1 of 3 expects their business partner that their business-partners is active with social medias. 4 of 10 enterprises find it important that employees are visible in professional networks

• 2 of 3 agrees that employees do represent their company when social medias is used privately

Most important usage areas for social medias today:

4 2%

33%

Ca. 20%

24%

27%

21%

18%

10%

24%

18%

11%

10%

General marketing / profiling

Word-of-mouthsurveillance

Competetive intelligence

1-1 marketing & Customer dialogue

Hig increase in 2010!Hovedfunn fra Dataforeningens undersøkelse august2009

Strong increase: 1,4-1,8X

Mer enn dobling:

4 dobling:

Strong increase: 1,7-1,8X

Dobling:

Strong increase: 1,7-1,9X

4 dobling:

Dobling:

More than doubling:

General profiling / marketing

1-1 marketing & Customer dialogue

RecruitmentSuveys

10 easy rules for efficient use of social medias

Basic principles for marketing, communication and dialogue on-line is NOT different from off-line

If the business concept, strategy or marketing does not work analog – it most likely will not work digitally either

Do you regard Internet and use of social medias as a platform for enterprise development or as a media channel?

Norway enterprises are well prepared and has high hopes taking social medias in use in 2010. Will they succeed?

(1) Understand the consumers and your customers!

(2) Objectives and training – management paradigm change

(3) Even though the new is cool – it got to work with the old

(4) Be relevant. Strengthen your enterprise core strategy and values

(5) Keep content alive

(6) Involve – not communicate

(7) Listen – don’t shout

(8) The medium is the message

(9) Create guidelines and rules of conduct

(10) Be honest!

Jens Stoltenberg (Norway prime minister): (14.09.09 – victory speech after 2009 election)

” We won the election on net. We made a tremendous effort by using Facebook, Twitter and social media tools. We managed to bridge the traditional and the new”.