The challenge of Social & mobile customer engagement

Meeting the mobile and social challenge

Richard Sedley

Richard SedleyCommercial DirectorFovianceCourse Director for Social MediaChartered Institute of Marketing

Repeated interactions that strengthen

the emotional, psychological and

physical investment a customer has in

a brand (product or service)

CUSTOMER ENGAGEMENT

Question 1

What % of global users access the Internet via a mobile device? 20% PC only31% mobile device only49% both mobile & PC

80%}Tomai Ahonen Almanac 2011

1.

Key challenges to engagement

Lack of attention in an information saturated worldLack of attention in an information saturated world

Increased customer expectation – “we want it now and we want it free”Increased customer expectation – “we want it now and we want it free”

Where’s the business model?Where’s the business model?

Question 2

What is the average number of Tweets per day? 27.3 million

Econsultancy 2011

2.

Why social and mobile are

important

Three reasons why the future of engagement is social

Here be your customers…

Social activates mobile…Who do they trust and who do they share with…?

100,000 mobile fan club members generated 13m Euros

Mobile is NOT

the dumb

Internet

Seven mass medias

1. Print from 1500s

2. Recordings from 1900s

3. Cinema from 1910s

4. Radio from 1920s

5. TV from 1950s

6. Internet from 1990s

7. Mobile from 2000s

Tomai Ahonen Almanac 2011

Eight unique benefits of the 7th mass media

1. Mobile is first personal mass media channel

2. Mobile is permanently carried

3. Mobile is always on

4. Mobile has built-in payment channel

5. Mobile is available at the point of creative impulse,

enabling UGC

6. Mobile has most accurate audience data

7. Only mobile captures social context of media

consumption

8. Mobile enables augmented reality

Tomai Ahonen Almanac 2011

Three reasons why the future of engagement is mobile

First comes love… My magic wand…Always by my side……my concierge…my coach…my court jester

Mobile Persuasion: 20 perspectives on the future of behavior change – BJ Fogg & D Eckles edit.

Question 3

How much revenue is generated globally through social networking? £8.6 billion

1.5x more than porn

Tomai Ahonen Almanac 2011

3.

Nine trends that show

us the future

You have to be part of this trend trends

Consider being part of this trend trends

Too cool for school trendy trends

You have to be part of this trend trends

Facebook Pages (customised)1

You have to be part of this trend trends

Social media monitoring2

Radian6dashboard

Understand the nature of influence (this stuff is generally too crude)

You have to be part of this trend trends

Social media for customer service

3

A different kind of customer service

Consider being part of this trend trends

Geo-location engagement4

Facebook places

Foursquare

Block Chalk

Gowalla

34

35

Consider being part of this trend trends

Social eCRM5

Flowtown

Social profiles out here

Stick yer emails in ‘ere

Consider being part of this trend trends

Intelligent info discovery6

Quora.com

Too cool for school trendy trends

Social scanning7

Stickybits.com

Too cool for school trendy trends

Gamification8

Ridekicks

Gamify

Dealmachine

Epicwin

Widgets that allow you to introduce game mechanics to your site…

…when you earn points, you can compare in league tables…

…points mean prizes (or at least badges)

Eng

agem

ent

Timeshort long

low

high

Fixed interval

Regular reward

Variable intervals

Variable rewards

Too cool for school trendy trends

Social creativity9

Instagram

Bonus trend

Social objects10

This is not a trend trend

Don’t concentrate on relationships…

…start by understanding your social objects

The ultimate social object?

Richard Sedley@richardsedley

Foviance.com