how do we measure the value of social media?
Post on 21-Oct-2014
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DESCRIPTION
By referencing several of the current changes as social media we limit the perspective and reach of our ideas. We see these activities as satellites outside of core business, insignificant flirting with customers compared to the bigger commercial changes happening. Our job is to become ambassadors and show the rest how customer insight and involvement can be increasingly valuable to the future of the business.TRANSCRIPT
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"The implications of our findings are that fostering customer participation can be very profitable and that companies are better off when they emphasize customer participation over word of mouth, as opposed to the reverse. Our study of the retail bank mentioned earlier suggests that customer activity directed toward the company creates more customer “stickiness” (greater attachment and commitment) than customer-to-customer activity."
Source: http://sloanreview.mit.edu/article/why-customer-participation-matters/
ENGAGEMENT AND WORD-OF-MOUTH IS GOOD, BUT THE BEST VALUE CREATION IS ACHIEVED FROM PARTICIPATION AND COLLABORATION WITH CUSTOMERS.
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Companies routinely invest in technology, and too often feel they get routine results. Technology’s promise is not simply to automate processes, but to open routes to new ways of doing business.
78% of respondents, achieving digital transformation will become critical to their organizations within the next two years.However, 63% said the pace of technology change in their organization is too slow.The most frequently cited obstacle to digital transformation was “lack of urgency.”
MIT Sloan Management Reviewhttp://sloanreview.mit.edu/projects/embracing-digital-technology/
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"EVERYTHING AROUND YOU THAT YOU CALL LIFE, WAS MADE UP BY PEOPLE THAT
WERE NO SMARTER THAN YOU. AND YOU CAN CHANGE IT..."
- STEVE JOBS -
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According to a recent global study of 1,500 CEOs conducted by IBM, the biggest challenge those CEOs face is the so called complexity gap. Eight out of 10 expect the business environment to grow in complexity, but fewer than half feel prepared for the change. The research also reveals that CEOs see a lack of customer insight as their biggest deficit in managing complexity. They prioritize gaining customer insight far above other decision-related tasks and rank “customer obsession” as the most critical leadership trait.
SOURCE: An Anthropologist walks into a bar... Christian Madsbjerg and Mikkel B. Rasmussen
HBR March 2014
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A NEWCHAPTER OFCAPITALISM
THE KNOWLEDGEABLE
CUSTOMER
DISMANTLING THE SALESMACHINE
CUSTOMERINSIGHT
MULTI-CHANNELOMNI-CHANNEL
THELEARNING
ORGANIZATION
ROMIEXTENDEDVERSION
CONNECTINGTHE DOTS
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The illusion of capitalism by management- it hasn't proven itself as a brilliant and state -
we need to get back to the important stuff - the customers
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/ MEANINGFUL
the product of capitalism by management
"THINK ABOUT CUSTOMER SERVICES BEFORE YOU THINK
ABOUT THE PRODUCT. SERVICE PROVIDES A CONTINUOUS SOURCE
OF INCOME. THE PRODUCT IS WORTHLESS WITHOUT CUSTOMER
EXPERIENCE."
- Professor Solomon Darwin, Berkeley
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SOCIAL SELLING
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"THE BUSINESS CULTURE IS USING THE WRONG
MODEL OF HUMAN BEHAVIOR. IT
IS GETTING PEOPLE WRONG."
"ONCE YOU START TRULY UNDERSTANDING PEOPLE'S BEHAVIOR, YOU WILL BEGIN TO SEE YOUR BUSINESS
LANDSCAPE WITH A NEW CLARITY. YOU WILL RECOGNIZE NEW OPPORTUNITIES AND IDENTIFY
THE SOURCES OF OLDER, SEEMINGLY INTRACTABLE CHALLENGES."
- THE MOMENT OF CLARITY - CHRISTIAN MADSBJERG AND MIKKEL B. RASMUSSEN
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the customer journey
situation, opportunities, JobS-to-be-done and activity
step 1
CEO
Board of Directors
C-levelSTEP 2
STEP 3
STEP 4
STEP 5
STEP 6
STEP 7
STEP 8
STEP 9
STEP 10
STEP 11
- Management team
Marketing and Coms. director
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
STAKEHOLDERS
STATUSBARRIERS / OPPORTUNITIES
John Doe
John Doe
1
2
3
4
5
6
7
8
9
10
11
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NOTES
ACTIVITIES, CHANNELS AND ARENAS
Write here
1:1
XMP XMP XMP
RELATION PLATFORMSAND SERVICES
SOCIAL MEDIASTEP INTERNAL EXTERNAL
Hired conultants
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
John Doe
Write here...
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Write here...
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Write here...
Write here...
Write here...
Write here...
XMPXMP
COMS.
XMPXMP
XMPXMP XMP
XMPXMP XMP
XMP XMPXMP
XMP
XMP
XMP
XMPXMP
Write here
Write here
Write here
Write here
Write here
Write here
Write here
Write here
Write here
Write here
B. WHAT IS THE CUSTOMER TRYING TO ACHIEVE?
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
C. BASED ON (B) WHICHJOB IS THE CUSTOMER
HIRING THE COMPANY FOR?
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
XMP XMP
D. WHAT ARE WE OFFERING THE CUSTOMER?
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
XMP
XMP
E. WHERE AND HOW ARE WE OFFERING THIS?
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
XMP
XMP
XMP XMP
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum XMPXMP XMP
FEEDBACK FROM WORKSHOP
- Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum - Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
TETTOPPFØLGING
MØTE-SERIER
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum
XMP
XMP
XMP
XMP
XMP
XMP
XMP
XMP
XMP XMP
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CUSTOMER
RUNNING TOGETHER WITH THE CUSTOMERS
HYPOTHESIS AND INDUSTRY DRIVEN BLIND APPROACH
LAUNCH
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IMAGE BY LAUREN MANNING ON FLICKR.COM
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M+D=AGAME THEORY BY ROBIN HUNICKE:
HOW IS SOCIAL CHANGING ROMI?
THE MECHANICS
FUNCTIONAL &EMOTIONAL
THE DYNAMICS
WHAT HAPPENS WHENPEOPLE INTERACT WITH IT
THE AESTHETIC
THE RESULT
IMAGE BY LAUREN MANNING ON FLICKR.COM
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EVERY TIME YOU SOLVE A PROBLEM YOU CREATE A PROBLEM
- Kevin Slavin -
PHOTO BY KRIS KRUG FOR #POPTECH ON FLICKR.COM
measuring the value of any new capacity with old means only gives us one more fork to eat
the same pie with.
social media is not about efficiency of time, reach or scale - it's a platform giving
companies brand new tools - to solve brand new challenges. And to be able to do that it
needs to be measured with brand new measurements...
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customer life time value
MND
GWh
23.1 / 32
11.1 / 91
31 / 32
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45% 25% 15% LEADS
45% should be more positive to the brand
50% 70%
25% should be more interested in booking a new
trip (revenue and redemption)
15% shall have knowledge about the advantages of the bonus program incl.
Partnerships.
Create new leads/members to bonus program
50% of the target group should have read the
magazine/content
70% have a high liking
EXISTING KPI's [impossible to measure accurately and di!cult to se the relevant value from]
CLVSHARE
OF FLIGHTS(LOYALTY)
FLIGHTSBONUS
PROGRAMUSAGE
Increased Customer Life Time Value (membership)
NEWBUSINESS MODELS
SALES
Increased loyalty (of the times you fly, how often do you fly with us)
Increased number of flights (travels) pr. customer
(proactivity)
Increased usage of bonus points and partners
Revenue from new digital business models and
number of partnerships
Sales / growth
SUGGESTED ADDITIONAL DIGITAL KPI'sLEADS
Create new leads/members to bonus program
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2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1 2015-Q2 2015-Q3 2015-Q4Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.
Milestones
Type
Platform/Channel/Arena XProjects connected to platform X
Platform/Channel/Arena YProjects connected to platform Y
Platform/Channel/Arena ZProjects connected to platform Z
Project Title [Start date - End Date]Further explanation on the project
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Goals
Platforms
Eval. Eval. Eval. Eval. Eval.
Type
Type
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Company - project title Client representative
Type
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Brand AwarenessText detailing goal definition
Customer SatisfactionText detailing goal definition
Product AwarenessText detailing goal definition
SalesText detailing goal definition
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ROADMAP 01.01.2014 - 30.06.2015HELGE TENNØ
TOOLCUSTOMER INSIGHT, SALES, MARKETING, PRODUCT DEVELOPMENT, LOYALTY, ETC. - CAN ALL BE ENABLED BY DIRECT AND INDIVIDUAL CONTACT WITH CUSTOMERS, THEIR INVOLVEMENT AND PARTICIPATION. THE ROADMAP OFFERS AN OPPORTUNITY TO PLAN, EXPLAIN AND VISUALIZE HOW ALL THESE CAN BE WORKING TOGETHER OVER TIME AND JOINTLY CREATE NEW BUSINESS VALUE ...
GET IN TOUCH ON
PLANNINGAND
EXECUTION
MILESTONES
BUSINESS GOALS
ACTIVITIES& PLATFORMS
TIMELINE
HELGETENNO.COM
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