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This presentation is taken from Twenty's Thought Starter Series, and was originally presented in July 2012. Many advances, trends and counter-trends are coming together that are profoundly affecting the way we communicate, the way commerce is transacted and the way we engage with people, brands and communities. Now we have data in mountains. Thankfully, we also have the systems and processing power to store and access it. If we work it, we have automation, content management and digital printing capabilities that provide for limitless levels of personalisation and relevance. In the world of direct, we’ve been talking about the potential of data-driven, measurable and accountable one-to-one marketing for many years. Now is an incredibly exciting time as some of the developments noted here offer huge scope to help us finally deliver to the promise. But where do we focus our efforts? How do we optomise in a world of such diversification and fragmentation? The presentation focuses on 3 evolving themes that we believe will increasingly influence our thinking and the way we plan and execute marketing. It covers: 1) Social Collaboration, siting Shell and GiffGaff UK as examples. 2) Interconnectedness of things, with smart phones as the game changer. 3) Agile listening and communication, with a case study from American Red Cross
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©Twenty Limited™ 2012
DIRECT POTENTIAL: 3 GAME CHANGING THEMES IN THE EVOLUTION OF ONE TO ONE.
Thought Starter SeriesJuly 2012
Hyper local
Real time data
Conv-ergenc
e
Global-
isation
Social everythi
ng
Security
Cloud computi
ng
Personal-
ization
influence consumer bahaviour?
Where do we play to
?Mobile
There are many trends, counter trends and advances in play that will have a profound impact on us as consumers.
And many will not!
Here we focus on 3 themes (with examples) that are already happening and that we believe will increasingly influence our direct marketing thinking.
Most organisations have a social presence and have dabbled in engagement campaigns.
Few have planned and resourced their social presence to effectively manage their reputations, let alone take full advantage of the one-to-one opportunities it provides.
The social web is the wild west with the power of the people at its heart.
Marketing is commodatized and just as easily accessed by individuals as by corporates.
The audience have the resources to be co-creators and arbiters of the brand.
100% online mobile company
SIM only PAYG service
Crowded market
14 staff, no call centre
Giffgaff UK demonstrates the potential of adopting social strategies to positively embrace the crowd.
giffgaff
Community Support
Customer Service
Acquisition
Ideation
Marketing
Techology &
Testing
8000 ideas
250 implemented
Design & Infographs
Loyalty
HTML
App. dev
Online shop
24/7 support via FB & Twitter
70 seconds avg response time
20% plus
referrals
Average response 70 seconds 24/7
Less than 1% of queries go to an agent
Fans promote and defend the service
Over $1m paid out in loyalty in last 6 months
PHYSICAL DIGITAL
Smart phones are the game changer.
GPS provides for location based services.
NFC makes it simpler for people to make transactions, exchange digital content and connect electronic devices at a touch.
The first in a range of products that will allow us to interact with objects and our environment.
Connect your things up so they can tweet, text or email you.
Detects movement, moisture or change in temperature.
Web app lets you set your own rules for interaction.
SOCIAL CRM = REAL TIME LISTENING AND CONVERSATIONS
Respond to customers who will post comments, complaints or experiences on social media but may not phone or email you.
Manage reputation challenges live as they unfold and trigger disaster recovery initiatives.
Take advantage of real time acquisition, cross-sell, save and customer recognition opportunities.
SOCIAL CRM FUNDAMENTALS
About far more than just cool brand engagement opportunities.
Requires strategic focus:➜ Road map for evolution of social platform➜ Objectives & KPIs➜ Operational & Resource planning➜ Crisis planning➜ Communications & Engagement planning➜ Staff training ➜ Measurement & MI
Listen, then engage and communicate.
LIKE CAN NEVER REPLACE LOVE.
“The worlds greatest brands aren’t built on clicks. They are built by creating meaningful relationships with real people. So don’t stop at like. Go for love.”
Vitrue
I NZ
CLOSING THOUGHTS
The mobile channel holds untold potential which we are only beginning to unlock.
Greater connectivity will create new opportunities for brands and consumers to interact.
People are already talking about their brand experiences. Embrace it. Start by listening.
Get a leap on competitors by properly planning, resourcing and investing in Social CRM.
