hid2013 matt-hooper-art of failure
DESCRIPTION
This is the presentation I delivered April 18th, 2013 in Las Vegas at the HDI Conference. In this presentation I highlight how failure to get engaged with a customer leads to even greater business failure. How in IT we have the opportunity to step up and support marketing, but we frequently let our own limits and lack of understanding of the marketing dynamic hold us back.TRANSCRIPT
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Art of Failure: Customer Service vs. Customer Engagement!
& FAIL
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Art of Failure: Customer Service vs. Customer
Engagement!Presented by:
Matt HooperAcorio VP of StrategySHIFT co-founderBoston, MA USA
LinkedIn: Matthew B HooperPrepared for HDI - Date: 18.03.13
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Who you are missing?
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“if you know your enemies and know yourself, you will not be imperiled in a hundred battles”-Sun Tzu (The Art of War)
“failure is inventible, so be humble in your ability to accept it and relentless in your pursuit to avoid it”-Matt Hooper (The Art of Failure)
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Big Data
big DATA
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CREEPY
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Man cannot live on Data Alone
• DIKW:Data – Information – Knowledge – Wisdom
What you collect and learn is only half the game.
How you communicate and execute is what will determine your success.
We must learn from others mistakes… less we experience the same fate.
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Big Data – Big Mistakes
Targets – Predictive Targeting“What Target discovered fairly quickly is that it creeped people out that the company knew about their pregnancies in advance.”
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Zappos - Ad Stalking “For days or weeks, every site I went to seemed to be showing me ads for those shoes,” said Ms. Matlin, a mother of two from Montreal. “It is a pretty clever marketing tool. But it’s a little creepy, especially if you don’t know what’s going on.”
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Uhmm… Google – do u know what personal space is?
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The Customers Voice
Amplification• The average American has
634 ties in their social network
• The Press is always listening to social
• Activists and individuals have learned how to “crank up” the Amplification to increase amount and velocity of spread.
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Hello??? Anyone Home
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Channel dilemma
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The Human Problem
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True Engagement• Ensure explicit consent. No consumer should receive
offers unless they have specifically authorized the platform or marketer to send them.
• Use apps and ad-networks from legit sources. Work with platforms and apps that are members of the Mobile Marketing Association (MMA), which has developed extensive industry guidelines.
• Monitor all channels. Be where your customers are. Blogs, Twitter, Facebook, LinkedIn, yes even Google+
• Don't abuse the technology. Just because you have information on a customer, doesn’t mean you always need to use it. Choose wisely what data to use and when.
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Make Big Data Work!
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The Process
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“What” to “Can” worksheetTwitter Facebook LinkedIn Email
Sales Keyword
Support Keyword
Delivery Keyword
SupporterKeyword
HaterKeyword
Fail Keyword
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Channel Inventory
Channel Purpose Owner
Support@
Sales@
Info@
Website - Comments
Website - Blog
Company Forums
Google+
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Processing Views
Sentiment
Twitter Facebook LinkedIn Email
Love us
Hate us
Use us
Need us
Want us
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Thank You
Matt Hooper
@vigilantguy
LinkedIn: Matthew B Hooper
Blog: vigilantguy.com
Media: Itshift.org
Email: [email protected]
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