19 February 2009

Ged Carroll, Head of digital EMEA – Waggener Edstrom Worldwide

PERSONALISED WEB

Ideas and questions to differentiate your offering

In this presentation The digital consumer Customisation Niches Experiences UGC -> perfect knowledge Holiday marketing Insights

Where is the value?Net Promoter Personalised content Different markets Experiences:UniqueAuthenticIntangible

Questions

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The digital consumer

Customisation Growth area There are 48,000 permutations per model of Volvo car Online: my media, my shopping - my way Bespoke is no longer the prerogative of the rich

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Niches The long tail Web is a global marketplace I can find what I want If you don’t give it to me someone else will

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Experiences Consumers are better off than they’ve ever been Looking for new experiencesHolidays more import

ant to British people than love or children (Kayak)

New ways of sharing experiences

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UGC -> perfect market knowledge Consumers can make informed decisions Price comparison sites Recommendation services Content discovery UGC

Perfect knowledge Easily commoditised services Global competition

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Holiday marketing

Food for thought

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Insights

Insights All of these sources of information that travellers use can be sources of insight for you: What do you do right? What do you do wrong? What do customers particularly value?

How does your prices compare with their perceptions Who do they think your establishment is aimed at? What do they like and dislike about similar establishments? What are their interests?

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Focused insight Net Promoter: fast feedback, 3 questions On a scale of 0 to 10, with 10 being highest, how likely are you to recommend our hotel? Why did you give us that score? What can we do to improve that?

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Focused insight continued Promoters (9-10 rating) Passives (7-8 rating)

Detractors (0-6 rating). Promoters% - Detractors % = Net Promoter score

75% is considered a good performance

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Personalised content

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Different markets

Experiences Highlight what makes your service unique Use the same social media as your customers Provide this perception in your own voice: people trust people like us – this doesn’t need to be the boss Remember you can communicate ambience

Personal

Unique

Intangible

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Just an idea

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Just an idea

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Just an idea

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Just an idea

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Thanks for your time

I hope the presentation was insightful, informative and helpful.

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Bibliography The Long Tail: why the future of business is selling less of more – Chris Anderson Answering the Ultimate Question: How Net Promoter can transform your business – Richard Owen & Laura Brooks

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