like me! the social customer
DESCRIPTION
The social customer and its impact on Marketing and Retail, presentation at IE Business School International MBA.TRANSCRIPT
Like Me!The social customer and its impact
on Marketing and RetailIE Business School
September 20, 2011@RafaelBonnelly
2011: A new reality
September 2011 IE Business School 2
It no longer matters what you say about your brand, what matters is what consumers are saying!
Web 2.0: From Homo Sapiens to Homo Digitalis
A cualitative leap in just 50 years
3IE Business SchoolSeptember 2011
1M 100 M 1000 M 2000 M
World Wide Internet Users
10M
Web 2.0: Brief history of the Internet
Software
Hardware
4IE Business SchoolSeptember 2011
Web 2.0: Mobility is the new cycle
September, 2011 IE Business School 5
Source: Morgan Stanley, Octubre 2010
6IE Business SchoolSeptember 2011
Web 2.0: Social Media
Web 2.0: The new consumer
Anybody can now create and consume content at any time and any place.
7IE Business SchoolSeptember 2011
SocialLocal
Mobile
8IE Business SchoolSeptember 2011
Web 2.0: Use of Social Media
Web 2.0: How to measure our social graph
Level of influence of our contacts
How to measure your social graph?
9IE Business SchoolSeptember 2011
Marketing 2.0
10IE Business SchoolSeptember 2011
Many people still don´t know it, but…Many people still don´t know it, but…
THE RULES HAVE THE RULES HAVE CHANGEDCHANGED
Marketing 2.0: The new media equation
WOMViralityLevel of NoiseInfluenceRecomendationsLinksComments
EARNED
TelevisionPrintRadioWebsOutdoorPOS
PAID OWNED
PackagingManualsPOSBillboardsWebsPREmailSocial Media
11IE Business SchoolSeptember 2011
12IE Business SchoolSeptember 2011
Marketing 2.0: Interaction & engagement
Traditional MarketingPushBroadcastMessage orientedFormalAuthoritaryMassive
Social MarketingDialogueInteractionInformalPeople and technology dependentNiche
Tradigital MarketingPush InteractiveAutomatedTechnology dependentMassive and niche
TVPrintRadio
Outdoors
TVPrintRadio
Outdoors
NetworksCommunities
BlogsMicroblogs
NetworksCommunities
BlogsMicroblogs
BannersSitesEmail
SearchMobile
BannersSitesEmail
SearchMobile
Less interaction More interaction
Marketing 2.0: New disciplines
13IE Business SchoolSeptember 2011
14IE Business SchoolSeptember 2011
Strategies 2.0: The social enterprise
BUILD A SOCIAL BUILD A SOCIAL COMPANYCOMPANY
Strategies 2.0: The social organization
The traditional organization
• One way communications
• Top-down decision making
• Distant relation with providers
The social organization
•Multidireccional communications
•Client interaction design
•Workforce collaboration
•Partner and provider optimization
15IE Business SchoolSeptember 2011
Strategies 2.0: Social marketing
Where to Be?
What to do?
16IE Business SchoolSeptember 2011
SalesSales
MarketingMarketing
PRPR
CSCS
ProductProduct
Strategies 2.0: How to measure ROI
17IE Business SchoolSeptember 2011
Strategies 2.0: What to measure
¿Qué Medir?
18IE Business SchoolSeptember 2011
Keep it simple!
Measure, measure, measure…
Retail 2.0 – Pre-sales
19IE Business SchoolSeptember 2011
THE NEW WINDOW SHOPPINGTHE NEW WINDOW SHOPPING
MOBILITY AND MOBILITY AND GEOLOCALIZATIONGEOLOCALIZATION
Retail 2.0 – Pre-sales
20IE Business SchoolSeptember 2011
Point Inside Communication with consumersIndoor and outdoor directionsReal time customers engagementIntegration with Google Maps
www.pointinside.com
Retail 2.0 – Pre-sales
September 2011 IE Business School 21
FastMall Interactive guideSocial network integrationComments and recommendationsPromotions
www.fastmall.com
Retail 2.0 – Pre-sales
September 2011 IE Business School 22
Grocery IQ Shopping assistantOrganize products in storeAutomanage shopping listPromotions
www.groceryiq.com
Retail 2.0 – Pre-sales
September 2011 IE Business School 23
Google Places
Show store imagesProduct displayDesign and ambienceIntegrated with Google Maps
www.google.com/places
Retail 2.0 – Pre-sales
September 2011 IE Business School 24
NearbyNow Promotions aggregatorStore recommendations within SCRelates people to giftswww,nearbynow.com
Retail 2.0 – Customer service
September 2011 IE Business School 25
THE NEW WAY OF SERVING THE NEW WAY OF SERVING CUSTOMERSCUSTOMERS
TABLETS TABLETS EMPOWER EMPOWER SERVICESERVICE
Retail 2.0 – Customer service
September 2011 IE Business School 26
Concierge with iPads
Intercontinental hotel ConciergesLocal informationEventsMaps and guides
Retail 2.0 – Customer service
September 2011 IE Business School 27
Mercedes with iPads
Mercedes USA deploys iPadsCustomized marketing per vehicleInstant credit approvalsMultimedia content
Retail 2.0 – Customer service
September 2011 IE Business School 28
Interactive tables
Restaurant in South AfricaOwn social networkReal time C2C interactionInteraction with waiters
Retail 2.0 – Customer service
September 2011 IE Business School 29
Twelpforce Best Buy launches service in Twitter+14,000 employees participateAll are trained in the serviceSales and satisfaction improve
Retail 2.0: Post-sales
September 2011 IE Business School 30
IN-STORE INTERACTIONIN-STORE INTERACTION
THE CLIENT IS THE CLIENT IS YOUR BEST YOUR BEST
SALESPERSONSALESPERSON
Retail 2.0: Post-Sales
September 2011 IE Business School 31
DieselCam Diesel stores in Spain Camera & PC in storeCustomers take photos with clothesShare them on Facebook
Retail 2.0: Post-Sales
September 2011 IE Business School 32
Levi´s Facebook appShow the clothes you likeShow the clothes your friends like
Retail 2.0: Post-Sales
September 2011 IE Business School 33
GoTryItOn Shopping assistantUsers upload photosFriends votePublic or private
Retail 2.0 – The complete package
September 2011 IE Business School 34
4FoodNew fast food conceptWaiters take orders on iPadsDynamic menusInteractive video walls
+6,750 registers
+9,000 hamburguers
+1,700 fans
+2,500 followers
Thank you…!
[email protected]/RafaelBonnellyfacebook.com/RafaelBonnellyes.linkedin.com/in/rafaelbonnelly
www.ncayasociados.comwww.somes.es
35IE Business SchoolSeptember 2011
Some references
La Huella Social, Rafael Bonnelly Ricart
Groundswell, Charlene Li y Josh Bernoff
Open Leadership, Charlene Li,
Socialnomics, Eric Qualmann
Empowered, Josh Bernoff
PSFK, The Future of Retailhttp://www.psfk.com/future-of-retail
New Business Opportunities in Retailhttp://www.slideshare.net/helgetenno/new-business-opportunities-in-retail-4444049