social media theatre: less communication is more conversation

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  • 1. Copyright Neolane - 2011 Neolane Private and Confidential 1

2. Copyright Neolane - 2011 Neolane Private and Confidential 2 3. Copyright Neolane - 2011 Neolane Private and Confidential 3 4. Less Communication is More ConversationMartin Smith Head of Marketing, Neolane LimitedCopyright Neolane - 2011 Neolane Private and Confidential 4 5. New Challenges for Marketing & CommunicationsBrand Goals Havent Changed Customers Have Seized Power Sell more Information is everywhere Sell more often Purchases are ever easier Sell longer Every buyer is an advocate Disloyal and Nomadic Informed Changeful Vocal Overly Solicited EducatedCopyright Neolane - 2011Neolane Private and Confidential 5 6. New Challenges for Marketing & CommunicationsTraditional Marketing Losing Re-establish Customer Intimacy viaRelevanceConversational Marketing Impersonal Personal Unidirectional Conversation Perceived as intrusive Unify service & marketing tocreate valueCopyright Neolane - 2011Neolane Private and Confidential 6 7. Big DataBig data is a term applied to a new generation ofsoftware, applications, and system and storagearchitecture, all designed to provide business value from unstructured data. Data Tsunami 1.8 Zetabytes of Data in 2012 = 57.5 Billion 32Gb iPads = $34.4 Trillion investment The amount of digital information created annually will grow by a factor of 44 from 2009 to 2020 More than 70% of the data in the Digital Universe is generated by individuals.Copyright Neolane - 2011Neolane Private and Confidential 7 8. SoLoMoThe convergence of social, local, and mobile. Marketers who take advantage of SoLoMo can reachconsumers right when theyre making purchasing decisions.Copyright Neolane - 2011Neolane Private and Confidential 8 9. Content Marketing Content marketing subscribes to the notion thatdelivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.Copyright Neolane - 2011 Neolane Private and Confidential 9 10. Conversational Marketing Conversational marketing technology empowersorganizations to build and sustain one-to-one lifetimedialogues with every customer and prospect, dramaticallyincreasing revenue and marketing efficiency.#1 - Markets are conversations#6 - The Internet is enabling conversationsamong human beings that were simply notpossible in the era of mass media.#9 - These networked conversations areenabling powerful new forms of socialorganization and knowledge exchange toemerge.Copyright Neolane - 2011Neolane Private and Confidential 10 11. Copyright Neolane - 2011 Neolane Private and Confidential 11 12. Copyright Neolane - 2011 Neolane Private and Confidential 12 13. The Neolane Conversational Marketing Platform Organize and optimize marketing processes Unify inbound and outbound communication channels Personalize every conversation Leverage every opportunity of contact to inflect individual behavior Leverage a single code-based, modular, and future proof platformCopyright Neolane - 2011Copyright Neolane 2011Neolane Private and Confidential 13 13 14. Lifetime Customer Journey at voyages-sncf.comPROSPECT CUSTOMERACTIVE LOYAL ADVOCATE Twitter Alerts ReactivationTravel Log AlertsLoyalty programSweepstakes Up-sell and Cross-sellQuestionnaireNewsletter Transactional MessagesEvents Flash Sales Recovery Welcome JourneyMobile Welcome Message Information NewsletterOrder Confirmation Manual Scenario Trip Reminder Automated Reservation AlertsTrigger Online HelpSimplify 1st purchaseSatisfy 1st purchase Lengthen relationship Maintain satisfactionInvolve customer Introduce offers and Follow throughoutFoster up-sell and services customer lifecycle cross-sell Reward top customersFoster communityCopyright Neolane - 2011Copyright Neolane 2011Neolane Private and Confidential 14 14 15. Retail Banking - Inbound OutboundFusion Catalog of 124 Financial Services Marketing Offers Optimized to Address all Life Situations for 20 Million Individuals Marketing OffersCall centreRules WebEligibilityFormatContent Recommandation MailingPrioritiesEmailBranchesCopyright Neolane - 2011Neolane Private and Confidential 15 16. Thank You Neolane Stand C5 Win a trip to Paris for 2Copyright Neolane - 2011 Neolane Private and Confidential 16

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