let’s detechnologize technology for sapience.be user day
TRANSCRIPT
Polle de Maagt for SAPience.be User Day.
Let’s detechnologize technology.Use the unused potential of your company.
Hi. I am Polle de Maagt. I change companies to be less about ads and more acts. I work from Gent, Amsterdam and London doing inspiration (pretty much like this session), coaching and strategy.
KLM. How to get ROI from our customer service and social media efforts?Business strategy and roadmap for global and local (Asia, Netherlands).
Nike. How can we change from ads towards acts? How can we do less talking and do more? Towards new ways of interacting with partners, customers and clients.
Penguin Books. How can we capitalize on our authors and content?Business strategy and roadmap for Europe.
Some of my clients
Before we start: this is not a presentation about social media. I will not insult you by showing you some graphs on Facebook growth, minutes spent in YouTube and how cool Twitter is. What I WILL show you is how doing business changed.
How technology changed.
And how you can embrace technology to change your business.
Please. Take a moment.What were you doing in the year 2001?
What happened the last ten years?
This was my phone in the year 2001. Please don’t laugh at me. The first iPhone wasn’t released until 2007.
Remember what happened to Nokia’s market share after that?
Google had a market share of <5% in BE and NL.And guess what’s the main influencer for buying decisions nowadays.
?
It took another three years before Facebook launched. And now they have over 700 million users. And a banking license. Just like Google.
And it pretty much replaced the birthday card industry.
No way my mom could have sent this message in 2001.About a month ago, my mom sent me a Facebook message to say she has more friends than I have.
€1500worth of technology
This just happened. And it changed the world.
In 2001, the record industry had a turnover of 15 billion dollars. Now? Less than half of that.Apple alone is now making more than 15 billion dollars on their Apple iTunes music store.
Who would predict banks going bankrupt?
Let alone countries?
Lower entry barriers: BankSimple is a bank with 12 employees.What is more difficult than starting a bank? A team of 12 started BankSimple, probably the most client-centric bank ever.
Lower entry barriers: Square is a new payment system. Could you imagine starting a new virtual payment system?PayPal’s net Total Payment Volume, the total value of transactions in Q2 2011 was already $28.7 billion, up 34 percent year over year.
My phone provider is radically transparent.Mobile Vikings offers great customer service, a complete overview of my costs and even an API (that’s geektalk to say that you can use your data in other programs).
How is that different from your telco?
To summarize it all ...From ToTechnology geekeryData scarcityEntry barriers were really highAdsRadically closed
Technology commodityData overloadEntry barriers are taken awayActsRadically transparent
What will be the main things we will have to tackle in the coming years?
Our three main challenges.
GROWING CUSTOMER EXPECTATION OF THE SEAMLESS PROVISION OF SERVICES IS CREATING EVEN GREATER PRESSURE ON AN INDUSTRY WHICH
IS GENERALLY PERCEIVED IN A NEGATIVE LIGHT.
1) Thanks to KLM everyone has a problem. It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to over-exceed expectations, that actually creates negative conversations.And it sets a new normal ...
It’s pretty easy to say you are consumer-centric. Or even put it in an ad. But actually acting on that, that’s a pretty different thing.
So, this is what KLM did.
KLM proves it recognizes the person behind every customer.
An experiment how happiness spreads.How will little stories of personalized surprises travel the world? We set out to find out with KLM Surprise.
Towards new normals: 24/7/365 customer support. KLM does 24/7/365 customer support via twitter and Facebook. Consumers get rapidly used to that.
Death to hotel wifi fees?Paying for internet access?!
2) ‘Virtual’ forces you to manage expectations even more.Spotify let’s you subscribe to “virtual” goods.
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The Business Model behind Spotify.coman adbased freemium model
A small percentage does already pay for a premium service. The 2011 US
launch must be the most anticipated music service launch ever.
pitch your business model visually via this free template
IncIncHQHQ
Spotify Music fan
Music fan
!
Money
Free music service
IncIncIncInc
Advertiser
Ad-freePremium music service
!
Monthly subscription €9,99
Exposure tomusic fans
by BoardofInnovation.com
3) The more technology you adopt, the more you have to untechnologize this.Zappos does an amazing job in making technology invisible and really understanding consumers.
Helping individuals didn’t make sense. You might be surprised that 11% of all organizations doesn’t answer customer emails. Even more when you know that exceeding customer expectations builds loyalty (81% repeats, 63% recommends) and falling below customer expectations erodes loyalty (5%/71%).
4) The more business models change, the more to manage.Freemium and other developments set different expectations.
?
5) The more contact points, the more to manage. Employees, new touchpoints? What’s next?
AS GLOBALISATION CONTINUES APACE, BUSINESSES ARE DEMANDING PROVIDERS WHO CAN SEAMLESSLY MANAGE THEIR REQUIREMENTS ACROSS GEOGRAPHICAL BOUNDARIES, WHILST DEMONSTRATING
FLEXIBILITY AND KNOWLEDGE OF LOCAL MARKETS.
1) You need to change policies and rules. I will tell you a secret: I’m an illegal immigrant. I still have to prove the Belgian government that I can speak Dutch. That I know Belgians prefer Jupiler over Heineken. And that I can earn a living.
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Clickworker.comExample case: “Just like Amazon Mechanical Turk,
people world wide are performing micro-tasks gaining
micro-payments. ”
+300.000 people paid already with a tweet*
2
2) You need to start thinking local.Lucrative local rooms.
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The Business Model behind AirBnb.coma one-sided matchmaking platform
Depending on the rental price AirBnb takes a commission up to 12%. Other platforms use posting fees when people just swap goods or services.
pitch your business model visually via this free templateby BoardofInnovation.com
3) Smart targeting: Maybe the best targeted campaign ever.Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate by asking them to leave a review on Tripadvisor. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in Europe.
4) You can’t think in country borders. Check your phone bill. Or bank. Or iTunes.
WITH THE GLOBAL ECONOMIC DOWNTURN RUMBLING ON, THE INNOVATION OF NEW PRODUCTS AND SERVICES TO INCREASE EFFICIENCIES AND REDUCE COSTS IS CITED AS FUNDAMENTALLY IMPORTANT BY CEOS.
1) Go to market together with your customers and clients. Telenet launched their new Yelo product in beta and asked their consumers to make it better.
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The Business Model behind Quirky.coma co-creation platform + e-shop
Suppliers will set a minimum amount on the pre-sales. If enough people buy
this product, it will be go into production.
pitch your business model visually via this free templateby BoardofInnovation.com
Quirky makes money from idea generation.Lucrative co-creation.
Kickstarter goes even further.Lucrative co-creation and co-funding.
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The Business Model behind Kickstarter.coma marketplace for fund seekers
Kickstarter takes 5% of the funding as a commission.
pitch your business model visually via this free templateby BoardofInnovation.com
2) Invest in data, knowledge and algorithms, like Patientslikeme.The ever growing business of gathering and selling data.
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The Business Model behind PatientsLikeMe.coma community platform for patients
With permission, PatientsLikeMe gathers data that can be resold for huge sums
to third parties likes pharmaceutical companies. Simple. Marvelous.
pitch your business model visually via this free templateby BoardofInnovation.com
3) Smart metrics: Blurb’s nifty use of the Net Promoter Score.Online publishing platform Blurb goes the distance in stimulating people to talk about them. They measure how likely it is that you will recommend the product to friends. Even more, they use this information to tailor offerings.
4) Learning from social media: gradual engagement.Consumers have both monetary and conversation value. Instead of bombarding them with messages, only targeting them in campaign season or approaching them as cash cows, engage them.
A lot of campaigns are designed to collect Facebook likes. To be able to tap into the consumer news feed, however, a consumer had to have a recent interaction with a brand.
Facebook forces gradual engagement.
Twitter forces gradual engagement.The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-hour content strategy.
Campaigns vs programs in engagement.Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers.
How?
Please. Let technology work for you. If not, it will work against you.
Create momentum in your organization.Key in integrating social media is to build a ripple effect of small successful projects. It gives people in the organization time to adapt and learn. It give you time to build business cases and build support.Define goals with intrinsic, learning and change management KPIs.
Define really really clear KPI’s.We willen een reeks van succesverhalen.
*Intrinsic - Learning - Change Management KPI’s. Polle de Maagt for InSites Consulting.
48Act yourself. Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes your company or your clients more customer connected.
Hi. My name is Polle de Maagt and I am an independent digital / social media consultant based in Ghent, Belgium.
Download this presentation atPolle.me/SAPiencebe2011
www.polledemaagt.com@[email protected]
I hope I was worth talking about.
