the challenge of social & mobile customer engagement
DESCRIPTION
Opening plenary presentation from Directors Forum, London - 3 March 2011. 1) Key challenges to customer engagement2) Why mobile & social are important3) Nine trendsTRANSCRIPT
Meeting the mobile and social challenge
Richard Sedley
Richard SedleyCommercial DirectorFovianceCourse Director for Social MediaChartered Institute of Marketing
Repeated interactions that strengthen
the emotional, psychological and
physical investment a customer has in
a brand (product or service)
CUSTOMER ENGAGEMENT
Question 1
What % of global users access the Internet via a mobile device? 20% PC only31% mobile device only49% both mobile & PC
80%}Tomai Ahonen Almanac 2011
1.
Key challenges to engagement
Lack of attention in an information saturated worldLack of attention in an information saturated world
Increased customer expectation – “we want it now and we want it free”Increased customer expectation – “we want it now and we want it free”
Where’s the business model?Where’s the business model?
Question 2
What is the average number of Tweets per day? 27.3 million
Econsultancy 2011
2.
Why social and mobile are
important
Three reasons why the future of engagement is social
Here be your customers…
Social activates mobile…Who do they trust and who do they share with…?
100,000 mobile fan club members generated 13m Euros
Mobile is NOT
the dumb
Internet
Seven mass medias
1. Print from 1500s
2. Recordings from 1900s
3. Cinema from 1910s
4. Radio from 1920s
5. TV from 1950s
6. Internet from 1990s
7. Mobile from 2000s
Tomai Ahonen Almanac 2011
Eight unique benefits of the 7th mass media
1. Mobile is first personal mass media channel
2. Mobile is permanently carried
3. Mobile is always on
4. Mobile has built-in payment channel
5. Mobile is available at the point of creative impulse,
enabling UGC
6. Mobile has most accurate audience data
7. Only mobile captures social context of media
consumption
8. Mobile enables augmented reality
Tomai Ahonen Almanac 2011
Three reasons why the future of engagement is mobile
First comes love… My magic wand…Always by my side……my concierge…my coach…my court jester
Mobile Persuasion: 20 perspectives on the future of behavior change – BJ Fogg & D Eckles edit.
Question 3
How much revenue is generated globally through social networking? £8.6 billion
1.5x more than porn
Tomai Ahonen Almanac 2011
3.
Nine trends that show
us the future
You have to be part of this trend trends
Consider being part of this trend trends
Too cool for school trendy trends
You have to be part of this trend trends
Facebook Pages (customised)1
You have to be part of this trend trends
Social media monitoring2
Radian6dashboard
Understand the nature of influence (this stuff is generally too crude)
You have to be part of this trend trends
Social media for customer service
3
A different kind of customer service
Consider being part of this trend trends
Geo-location engagement4
Facebook places
Foursquare
Block Chalk
Gowalla
34
35
Consider being part of this trend trends
Social eCRM5
Flowtown
Social profiles out here
Stick yer emails in ‘ere
Consider being part of this trend trends
Intelligent info discovery6
Quora.com
Too cool for school trendy trends
Social scanning7
Stickybits.com
Too cool for school trendy trends
Gamification8
Ridekicks
Gamify
Dealmachine
Epicwin
Widgets that allow you to introduce game mechanics to your site…
…when you earn points, you can compare in league tables…
…points mean prizes (or at least badges)
Eng
agem
ent
Timeshort long
low
high
Fixed interval
Regular reward
Variable intervals
Variable rewards
Too cool for school trendy trends
Social creativity9
Bonus trend
Social objects10
This is not a trend trend
Don’t concentrate on relationships…
…start by understanding your social objects
The ultimate social object?
Richard Sedley@richardsedley
Foviance.com