The new customer, the Engaged customer
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This presentation was given at the Café numérique in Liège on 18 september 2012
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The new customer, the Engaged customer
- 1. The new customer, The ENGAGED customer May god save us all… A presentation by : Bart Van Den Kieboom (@bartvdk) CMO Proximedia and also knows a bit about digital communication (a tienie weenie)
- 3. 4 things…
- 5. The Behavioural aspect 1. Adoption 2. Collaborative Filtering 3. Content Creation 4. Social
- 6. New ways of Marketing
- 9. Collaborative Filtering Spotify’s radio stations - 3 million paying members worldwide - heavy integration with facebook - no numbers in Belgium
- 10. Succesfull user generated content Free subtitles for your legaly downloaded content () - 728.900.778 downloads - 1.821.926 subtitles - 1.017.781 known users
- 11. Community powered support forum 80% of all support answers come from people outside the organisation Powered by community software (Jive)
- 12. Real-time community Management
- 13. Real-time community Management Fail "Let's hurry home and do not forget to order from your favorite KFC menu!!
- 14. Real-time community Management Fail
- 15. Metrics and how they influence the business
- 17. A very successful viral campaign that is actually a huge FAIL
- 18. And another one…
- 19. Neckermann : a good example
- 20. It’s not a sprint
- 21. It’s a marathon
- 22. Thank you… @bartvdk be.linkedin.com/in/bartvdk bartvandenkieboom
Notas do Editor
- Businesses are losing the power to dictate the communications agendacustomer audiences are smaller and specialistcustomer audiences are also broadcastersDecreasing brand loyaltycustomer loyalty is hard to achieveincreasing ineffectiveness of TV advertising decrease of trust in advertising and increase of trust in peersCE is the attempt to create an engaging dialogue with target consumers and stimulate their engagement with the brand
- What are the components of CE
- Peopleinteract in multiple socialcommunictiesNotnecesseralylinked to a productPeer-pressure is increasingAdvisefrom a peer is a realinfluencerBrands nowcaninteractwith the customer
- Organisationstry to create and stimulatecustomer engagement (it is believedthatthiswill help achieve the business objectives)The aim is to strenghthen the emotional, psychologicalorphysicalinvestment a client has with a brand.Adoption: Bookmarking, Tagging, Adding to groupCollaborative Filtering : Rating, Voting, Commenting, Endorsing, FavouritisingContent Creation : Upload (User Generated Content), Blogging, Fan community participation, Create mash-ups, Podcasting, VloggingSocial : Adding Friends, Networking, Create Fan Community
- Classic MarketingCE MarketingReach and awarenessfocused - Targeted and customizedClearseparationbetweencustomer and organisation - Participation modelOneway top down, formal B2C, B2Einteraction - Continuing, dialogic, decentralised and personalised : community managament
- Fromclickstreammetrics totrackingBehaviorNeedsValuesIn short : PredictiveAnalytics
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- Customplaylistsbasedonyourfavourite tracks (dataminingbasedonbehaviour of friends and peers)
- Thomas Cook studies the socila media to defineitsnewdestinations
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- Aparte kanalen (non-branded)86176 fans1 million € generatedsalesthroughsocial media(denk aan de Brussel “gaffe”)http://www.brusselnieuws.be/artikel/neckermann-vergeet-brussel-op-kaart
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