eBusiness: a social experience

Athens , Greece Sofia, Bu lgar ia

We Do Market ing, We Bu i ld Communit ies

eBusiness, a social experience!

Yannis P. Triantafyllou

Founder & CEO @ TO ATOMO (Athens, Greece | Sofia, Bulgaria) Partner @ Fresset, (Athens, Greece)

[email protected]

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Who is Yannis P.

Triantafyllou

A seasoned marketer, director & entrepreneur, with studies in mathematics and languages, and 20+ years at top management positions with technology & industrial groups in Europe.

Since 2000, specializes in digital marketing and online communities management business. Specialist speaker and curator at conferences and training programs in various countries.

Founder in 2008 of To ATOMO (Athens, GR) and in 2015 of To ATOMO Bulgaria (Sofia, BG). Our vision “facilitate people and organizations to connect online, in communities”.

Partner since 2016 at Fresset PC (Athens, GR), a Greek web marketing firm that owns some of the largest online communities in Greece (pets, millennials, education etc.).

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What we do @ ToATOMO

We build and support communities with digital means.

We believe in and work with technologies that allow people to live anywhere and work everywhere.

We offer transparent services based on data!

We believe that you teach first and sell next!

We listen! Everyone has an equal opportunity to be heard.

We love to innovate and provide solutions!

We only speak with our work and our results.

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Marketing today...

As customers, we organize our behaviors, our needs, our "wants" and “cans”, in communities through which we shape our “message”.

To react to and express these messages, brands must have a digital DNA, the culture of a listener and the ability to make a dialogue by choice and not by obligation.

Marketing today means Social, Local, Mobile!

Community Manager is the new Marketing Manager!

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“Did you know that 90% of European marketers say their organisations will need to undergo

dramatic changes in the next 3-5 years in order to keep up with increased technical

and consumer demands?..”

(The Economist, May 2015)

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Worldwide, markets are

changing…

…so do the priorities of the brands…

Reach More # Empower to Deepen Engagement Cooperation # Agility # Customer-centric & personalized! # Shared Value Drives Success More Social Skills # Useful data # 7/24 Support Happier, more loyal customers

…the big discussion out there is...

Campaigns vs. Communities Hard Selling vs. Customer Loyalty Decision change vs. Mind change (community management & marketing trends – Europe - 2015 and beyond)

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Let’s face the reality!

Businesses are humans, markets are conversations.

Doing business means building relationships.

A relationship is the image, the promise. It means listening, creating value, inspiring trust, cooperating, socialising, communicating.

Today, a business is a community, a network of relationships between people, stretching over time, around common interests..

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The challenge is to build

experiences

Brands are struggling to grab our attention for a moment! Usually, they do everything "right." They build relationships and activities, have great ideas and smart content, but…

But the message does not get through!

Apparently it is not as human, personal, targeted as needed…

The challenge today is not just to “build” social content; it is to design a 360º experience around it.

To start the discussion, not to end it!

The New Brand: Experiences are more important than Products. Companies now have to consider how products and services enhance specific lifestyles and workflows.

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A successful

brand community

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source: www.feverbee.com


We Do Market ing, We Bu i ld Communit ies10

Dell’s example…

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The role of a business

community

To enable customers and other interested people to get involved in an active conversation about products and services of a company and connect between themselves and with company team with or without the intervention of the company.

Key Benefits:

Two-way communication helps understanding of customer needs.

Fewer barriers in communication turn enthusiastic and loyal customers to Active Supporters (low cost for new lead generation).

Trust: Customer considers company as advisor first and then supplier.



An online community

is active “7/24”…



…and makes customer journey a dynamic

experience!

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Dynamic Customer

Journey changes

the Brand

The customer journey decentralizes, becoming a series of non-linear mobile-centric micro-moments, mimicking everyday consumer activity and communication.

How companies become discoverable and lead customers through their journey requires a new marketing infrastructure. Legacy strategies are good only for yesterday’s customers.

To reach mobile customers in each moment of truth requires new methodologies for search, advertising, content engagement, sales and support.

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eBusiness vs.

Social Business

eBusiness is doing business online w. digital tools.

Social Business goes beyond this, placing customer at the centre and strengthening creation of relationships and experiences through social cultures, social technologies and strategic business apps.

Social Business means that entire company, from management to the last employee, are actively involved in brand building through external and internal engagement.

The Power of Social Media: who cares wins!

So start thinking of your companies not as B2B or B2C but as H2H (Human-2-Human).

Don’t forget that decisions are based on facts but made on sentiments and the stories that amaze us are the ones that stimulate us to action…

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Market is already

social

Total monthly active Facebook users: 1,440,000,000

Total mobile Facebook users: 874,000,000

Every 20min : 1m shared links, 2m friend requests, 3m sent messages

Half Life of A Facebook Post: 90 Minutes

Retail is Social: 78% is influenced on purchasing from corporate social media

Food is Social: 49% is informed on nutrition facts through social media

Travel is Social: 85% of leisure travelers use their smartphone abroad

Technology is Social: 90% of technology companies build customer relationships online

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Market is already

social

64% of tourists use social media on board, 22% of them record their experiences in real time.

30% of tourists find a hotel through a mobile app.

13% of restaurant customers use mobile apps (8% in general public), among them 80% of frequent customers. Ages 18 to 24 are 81% more likely to make a mobile-based order or reservation.

70% trust what they read online, 52% of Facebook users upload vacation photos, 55% of Likes relate to destinations.

48% of social media users change their vacation or dining plans influenced by comments, suggestions etc., 33% change hotel and 5% change airline.

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Gaining trust and business

Customers are more aware and informed, and want to do business with companies that match their beliefs and values.

This means, businesses must run counter to their normal practices, change, and communicate this vision and change in everything.

By better understanding human nature, businesses will not only create a happier and more productive culture, they will also benefit from empowered employees, leading to an internal renaissance that will stimulate further creativity and innovation.

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A Social (e)Business

Mindset

To live inside your customer's mind.

To take decisions. Lots of decisions.

To enjoy having control.

To prefer serving than being served.

To avoid wasting time.

To keep up to your promises, especially in customer service.

To always see the big picture.

To be a good communicator.

To think fast and smart.

To always question your own assumptions.

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Seven steps

for change

Change-to-Digital : a Top Management choice and motivation.

Marketing is no longer a Department; the new marketing is customer experience.

Employees as Collaborators : “social media is a way to get real humans involved”

Strategy for branded online communities.

Data Driven Marketing Mindset.

Authentic storytelling helps build strong brands! Consumers control the message!..

The new “P”s of marketing are Purpose, Passion, Pain, Power!

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Mobile-first Mobile-only

Behavior

Entire Web, from sites to apps. turns to a mobile-first/mobile-only world (screen, location, context and intention-aware), to become more dynamic, personal and useful.

Sharing Economy yields to On-Demand Economy

We live the end of the traditional information-broadcast, page/form-based, keyword world, in favour of real-time personalized engagement.

Community of Things: IoT finally plugs into the Human OS and things around us (Smart Clothing, 3D Printing) get connected and more intelligent .

Power/Connectivity as Commodities disrupt Maslow’s pyramid.

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Social Business: a plan for the future

The strategy: Flexible Business Communities (on/offline).

The tactic: Marketing Human-2-Human; we create business by telling stories (pleasant / educational).

Social Business Mindset: how our customers want to live their lives; and how our business will connect emotionally with them.

Global vs Local: working together in the markets

“Sales Driven” Marketing Pillars: 1. Technology 2. Content Creation 3. Content Distribution 4. People (Sales & Marketing) 5. Data (the new gold!)

[email protected]



www.toatomo.info /toatomoconsulting /in/yannistriantafyllou

Presentations & Public Speaking

eBusiness: a social experience