how output management is responding to social media
DESCRIPTION
Manfred Iske addresses the issue of where output management is headed and how digital natives are dealing with the multitude of communication channels. His talk delves into the advancements in next generation customer correspondence for enterprises.TRANSCRIPT
How Output Management is Responding to Social Media
How do they fit together?
Two markets joined like Siamese twins
Output ManagementSocial Media
DialogMass printing
Print spooler integration
Mail mergeCustomer dialog
Processes
Transpromo
Real-time communication
Multichannel
(Social) CRM
Customer dialog
22% of the time surfing the Internet was dedicated to social media
24% of all users spent more time on social media networks than emailing
9,600,000,000 minutesor 6,666,666 days and nights – the time Germans spent on facebook in May 2011.
Dialog with customers
“Monolog” w/o customers
82% of all users feel that written correspondence via conventional or
digital media is not adequately personalized
C
ompetition & transparency
Products & services
Media & channels
TIME
ATTENTION SPANCOMMUNICATIONS CONTROL
CON
SUM
ER =
SEN
DER
– “
15-m
inut
e fa
me”
“In the future, everyone will be world-famous for 15 minutes,” Andy Warhol, 1986The consumer is a reporter, blogger, critic, fan, or pop star
ADAPTED FROM WILDFIRE AGENCY
1950 1960 1970 1980 1990 2000 2010
Consumers take center stage
Brands are in the spotlight
Quote by W
arhol
UnternehmenCOMPANIESAFP
TIF
GIF
JPG
CUSTOMERS
PARTNERS
PRO
SPEC
TIVE
BU
YERSCO
MPETITO
RS
$5
$10
$15
$20
Social Media
Sources: LG / CLICKFOX, „Social Media: An Emerging Customer Service Channel“
The COSTof INACTION! If customer enquiries via the social
media go unanswered, consumers revert to much more expensive channels.
Auto
moti
ve
Avia
tion
E-Co
mm
erce
Ener
gy
Fina
nce
Hig
h-te
ch
Telc
o
Trav
el
Dialog
high
low
The gapin customer dialog
Social Media
Output Management
Source: Chart adapted from the “Technology Adoption Curve” by Joe M. Bohlen, George M. Beal and Everett M. Rogers
Technology Life Cycle
Early adopterssought
Social media analyzer
Social MediaChat
CRM/ERP system
Social media cockpit
Social mediachat
Communication platform
Instant messenger
Web page chat
facebook chat
Social profiles
facebookgraph API Twitter Open
social API
Searchsocial networks
INSEPARABLE …
Photo credits:©iStockphoto.com/ThomasVogel | ©iStockphoto.com/prapassong | ©iStockphoto.com/GlobalP | ©iStockphoto.com/YinYang APA/The Times, Tom Reed
Manfred IskeSales Manager
Tel: +49 (0) 721 66 592 - 05Cell: +49 (0) 174 18 80 - 487Fax: +49 (0) 721 66 592 - 01Email: [email protected]: twitter.com/legodofacebook: facebook.com/legodoXing: xing.com/Manfred_IskeWeb: www.legodo.com