the sharing economy is changing service delivery

11th Strategic Marketing and Branding Forum

Amsterdam, April 14th &15th 2016

OMNICHANNEL MARKETING How to achieve a truly integrated

multichannel strategy

LUISELLA GIANI | @luisella

TheSharingEconomyisChangingServiceDelivery

WhatCanCorporatesLearn?

Amsterdam, October 14th 2016 LUISELLA GIANI | @luisella

The global Sharing Economy is the biggest financial phenomenon of the 21st Century.

Could generate a potential revenue opportunity worth $335bn worldwide (source PWC 2015)

Thought Leader Global@luisella

74% smartphones owners use location based services!47% want to receive mobile coupons from retailers based on their location!91% of adults have their mobile phones within arm’s reach 24/7!!Location-targeted campaigns: forecast ad spend of $5.8 bil by 2016!

63%More fun than engaging with traditional companies

83%Agree it makes life more convenient and efficient!

89%Agree is based on trust between providers and users

64%have utilized one or more service in the so-called sharing economy.

22%had actually offered up these services themselves

2%reported negative opinions on the experience


610.000 rooms 88 countries Founded 1919

650.000 rooms 192 countries Founded 2008

Source Pwc/Time

PARTICIPATION

TRACEABILITY COMMUNITY

COLLABORATION AUTHENTICITY

SUSTAINABILITY

TRUST

DOING WELL IS DOING GOOD

CROWDFUNDING

TRANSCENDING SELF-INTEREST


SIMPLICITY

CREATING TOGETHER

SOCIAL DRIVERS: NEW VALUES

TRANSPARENCY


ACCESS IS THE NEW OWNERSHIP

81%

43%

Sharing goods less expensive than owning

Owning today feels like a burden

57%

ECONOMIC DRIVERS

MOBILE DEVICES AND PLATFORMS

HIGH SPEED INTERNET AVAILABILITY

EVOLUTION OF PAYMENT SYSTEMS


TECHNOLOGY DRIVERS

SOCIAL NETWORKING

NO TRANSACTION COST

INCREASED UTILIZATION OF GOODS

ON DEMAND SUPPORT

PERSONALIZATION

LOWER PRICES

MULTIMPLE OPTIONS

ACCESSIBILITY


BENEFITS

GOODS “AS A SERVICE”

MARKETPLACE: RELATIONSHIP BASED ECONOMY

PROFILE

TRUST COMMUNITY

CREATE THE OFFER

INTERACTION

MODERATORS

GAMIFICATION

INCENTIVES

REPUTATION

MESSAGING SYSTEM


SIMPLICITY USEFUL COLLABORATION PARTICIPATION

SUPPORT 24/7

TRACEABILITY

EXPATLIFE: 6 countries,13 cities lived in


65 countries visited

THE FUN THE SOLUTION THE HASSLE

EXPATGENIUS: EARLY STAGE MARKETPLACE

1 DISCOVERY PHASE: survey 300 expats

2 POSITIONING: identify targets, USP, brand values

3 IDENTITY: define visual and verbal identity

4 ACTIVATION: customer journey, priority touchpoints

BUILDING EXPATGENIUS BRAND


Because Home is Wherever

you Arrive


AWARENESS INTEREST ENGAGEMENT ACTION ADVOCACY

VIEW FOLLOW

MENTION

FOLLOW UP

SALE REPLY

SUBSCRIBE

DM

ON SOCIAL MEDIA

LEARNING: MARKETING


SALES FUNNEL


LEARNING: USERS ACQUISITION

GENIUSES RECRUITMENT

Do we really need a CRM? We do have an advanced CMS!

Account record Social presence verification

Sales potential & prospects

Segmentation for marketing campaign

and automation

Integrated analytics &

tracking

Historical view Partnerships potential

Team collaboration

tool


CRM not only for sales

USERS MANAGEMENT02468

1012PRIORITIES

Build relationship with users


PERSONALIZATION

PRICING/SERVICE

SUPPORT 24/7 TRANSPARENCY

SOCIAL

ACCESS EXPERIENCE

MOBILE FIRST


ONE SIZE DOESN’T FIT ALL

SHARING ECONOMY SETS THE BAR FOR SERVICES EXPECTATIONS:


Are you a player or

an enabler?

April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @[email protected]!@luisella linkedin.com/in/luisellagiani

Luisella Giani!

the sharing economy is changing service delivery

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