will you love me tomorrow?

Will you love me tomorrow?

Relationship tips for the ‘new customer’ #mojobris

Wednesday, 10 March 2010

“People overestimate the speed of change and underestimate the scale of change.”


Tip No. 1 - Know your customer


Creators

Critics

Collectors

Joiners

Spectators

InactivesSegments includeconsumers participating

in at least oneof the indicated

activities monthly

Publish Web PagePublish or maintain a blogUpload video to sites like Youtube

Comments on BlogsPosts ratings and reviews

Uses RSSTag Web pages

Use social networking sites

Read blogsWatch peer generated mediaListen to podcasts

None of these actvities

Source: Forrester

Social Technographics


Which aussies are active?


‘consumers’are AHeAD

OF usWednesday, 10 March 2010

IP Traffic


The people of which country spend the most time in social media?


The people of which country spend the most time in social media?

“people in developed countries are spending 82% more time on social media than they were one year ago”


“we’re mobile”

4.6 (2.6)

90%=24x7<1

50/503,000,000

36Wednesday, 10 March 2010

“we’re not always coming to your place”

Meet the site-less web

i.e. you no longer need a home page to reach an audience


“where we meet matters”

Google Place Rank

Location-based services


Tip No.2 - Share your secrets

• Individuals more likely to share information

than organisations

•

Daphne R. Raban and Sheizaf Rafaeli - Center for Study of the Information Society Graduate School of Management University of Haifa Image credit http://www.flickr.com/photos/mcgarry/111003432


http://www.flickr.com/photos/mcgarry/111003432

http://www.flickr.com/photos/mcgarry/111003432

Meet the Mayor of Bondi


Open-ness

“the act of sharing information is an attribute of humanity

itself” (Dunbar, 1996).


Farmers markets and x-ray vision...


22


Tip No. 3 -

Be Yourself


Quality Products and Services

Attentiveness to customer needs

Strong financial performance

Fair Pricing

A well known brand

Good employee relations

Socially Responsible

Visible CEO

Dialogue with stakeholders

Employee/CEO Blogs 12%

23%

23%

33%

35%

37%

38%

42%

47%

53%

What shapes your trust in a company?

Tip No. 4 - Be the best you can be

Transparent and honest practices

Company I can trust

High quality products or services

Communicates frequently

Treats employees well

Good corporate citizen

Prices fairly

Innovator

Top Leadership

Financial- Returns 45%

47%

48%

58%

64%

72%

75%

79%

83%

83%

How important are these factors to reputation?US 2006 US 2010

Source: Edelmann 2006-2010


GE- ecomagination

• Stakeholder communities driving green innovation


If you don’t like the rules of the game...



The duty of directors shall be to act in the best interests of the corporation.


Existing Corporate Law


The duty of directors shall be to act in the best interests of the corporation.


Re-write them (thanks Bob)

Source: Robert Hinkley, The Coalition for Corporate Citizenship: A Path towards Eliminating Corporate Abuse of the Public Interest

The duty of directors shall be to act in the best interests of the corporation...


Re-write them (thanks Bob)

...but not at the expense of the environment, human rights, public health and safety or the welfare of the communities in which the corporation operates.

Source: Robert Hinkley, The Coalition for Corporate Citizenship: A Path towards Eliminating Corporate Abuse of the Public Interest

The duty of directors shall be to act in the best interests of the corporation...


Relationship Tip No. 4 -It’s OK to ask for a little help from your friends

28


The rise of bottom-up solutions


FeeDBaCK


Trust in each other


Tip No. 5 -

First dates come last


Tip No. 5 -


$

$$$$$First Date

Second Date

Might get lucky

Happy!

Start Here


Tip No. 5 -


Start Here

$

Tip: invest here first(in customers)

$

$$$$$First Date

Second Date

Might get lucky

Happy!

Start Here


Tip No. 5 -


“Flip the funnel*”.

“Retention is the new Acquisition”.

*Source: Joseph Jaffe, Flip the Funnel, Wiley 2010

Start Here

$

Tip: invest here first(in customers)

$

$$$$$First Date

Second Date

Might get lucky

Happy!

Start Here


Members’ Welcome

Virgin Mobile - a strategy based on motivating 1M customers to bring their friends into the fold.

Super customer service (treat them like rockstars) and members get benefits.

An organisational commitment, not an advertising line.


B C

C

C

C

C

C

C

CC

C

C

C

C

C

C

C

C

CC

C

CC

C

C

“join the conversation”??Wednesday, 10 March 2010

we’re not like other people


Contact Management

C

SearchEmail

Phone

ForumsSocial web

co-browse

feedbackweb self-service

chat


CRM gets social

*18 Use cases for Social CRM, Altimeter Group 2010


Speed Dating OK, only with customers

Nicola Millard, customer experience futurologist at BT Global Services

http://www.research-live.com/4001137.article




3 Things to take-away

1. Ask yourself - are we OPEN for business?

2. Consider flipping the funnel

3. Tweet something #mojobris

4. (and If need be, recognise your inner dinosaur).


Thanks@[email protected]


mailto:[email protected]

mailto:[email protected]

will you love me tomorrow?

Documents

timeon social media

blogsposts ratings

peer generated medialisten

youtube criticscomments

blogupload video

new customer

relationship tips

speed of changeand