This presentation is designed to highlight key shifts in our use of technology and explain what this means for businesses today. The presentation draws upon cyberpsychology in particular to explain people's attitudes towards and motives for using new digital tools, technologies and platforms especially facebook and other social media.

1. The new digital consumer
What businesses need to know and why
Eleanor Barlow, Managing Consultant
3rd March 2011
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

2. DIGITAL CHANNEL TRANSFORMATION

3. You’ve gotta be in it to win it…
but in the right way
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

4. Technology Behaviour Implications
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

5. Technology Behaviour Implications
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

6. Technology facilitates human behaviour.
We continuously evolve technologies to better suit
our needs.
New Internet enabled technologies allow us to
relate, communicate, buy, sell, share and
collaborate more quickly, easily and on larger scale
than ever before.
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

7. Social network
platforms
Content creation Wikis
Social
& collaboration
media
Sharing/ Online
book marking sites forums/virtual
communities
Blogs & micro
blogs
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

8. What does this evolution mean?
== More (or better) ways of doing
For users = what we’ve always done
For businesses = New digital channels
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

9. But most businesses aren’t structured in the
right once seemed simple… this evolution increasingly complex.
What
way to support …has become
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

10. Technology Behaviour Implications
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

11. Interaction and consumption via closed
networks is increasing
Facebook is fast becoming an all
encompassing personalised portal to
the digital and non digital world.
“Facebook is now ‘This place
where 50 per cent or more of our
customers live online, where a
quarter of all US ad impressions
are – if we don’t go there I’ll be
fired’”. (Michael Lazerow, Wired,
Feb 2011).
Facebook traffic outpaced Google for the first time in March 2010
Facebook passed the 500 millon user mark on July 21, 2010
Source: Hitwise, June 2010
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

12. Searching for information or advice via
known & trusted contacts will always win out
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

13. We are developing our digital identities
Some Social Network Sites, provide us with an
environment where we can construct a very
carefully moderated version of ourselves - our
True self Aspirational self (Zhao et al. 2008)?
“I am linked therefore I am.” (Gergen, 1973)
Actual self Aspirational
self
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation Eleanor Barlow IBM Corporation
© 2011
Digital Customer & Channel Transformation

14. As we continue to digitise we find new ways
to ‘show and tell’ who we are…
Source http://www.bized.co.uk/
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

15. …what we do, what we like, what we buy,
where and how
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

16. Channel me: ‘the world will come to me how,
when and where I choose’
Driven by accurate and
seamlessly integrated data
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation Eleanor Barlow IBM Corporation
© 2011
Digital Customer & Channel Transformation

17. We want a natural and intuitive experience
facilitated by invisible technology
“Any sufficiently advanced technology is
indistinguishable from magic.”
Arthur C. Clarke
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation Eleanor Barlow IBM Corporation
© 2011
Digital Customer & Channel Transformation

18. But…issues of trust, control and privacy
are still important
“Fundamentally, privacy is about having control
over how information flows. It's about being able to
understand the social setting in order to behave
appropriately. (boyd, d. 2010. "Making Sense of
Privacy and Publicity." SXSW.)
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation Eleanor Barlow IBM Corporation
© 2011
Digital Customer & Channel Transformation

19. Technology Behaviour Implications
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

20. We must create solutions which
support customer behaviours
Identity development
Discovery & opinion
Control
‘Channel Me’
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

21. You must know your audience…properly
Then Now
Location
Demographics Attitudes &
Motives Demographics Attitudes &
Motives
Salience Context
ONLINE vs. OFFLINE CHANNEL
DEVICE
IBM Global Business Services Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

22. Use all customer data intelligently to provide a
seamless and highly personalised experience
Online and offline behavioural data (web
analytics/business analytics/marketing data)
Contextual data
(e.g. browser, device, time, location etc)
Social network profile data
Automated &
‘intelligent’
Blogs/customer (implicit)
reviews/recommendations Customer profile data
e.g. demographics, preferences
Attitudinal data
User defined/ e.g. sign up/survey data
‘Social’
(explicit & implicit) Driven
(explicit)
Previous product purchase information
(online &/or in store)
Explicit data = provided explicitly by the user
Implicit data = derived by tracking users behaviour
IBM Global Business Services whilst using a site/portal Eleanor Barlow
Business & Customer Transformation © 2011 IBM Corporation

23. Thanks!
eleanorbarlow@uk.ibm.com