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Consumer (re)connect. Why brands should commit acts, not ads and design conversation-worthy engagement. (and some other things that don‟t sound like I took it from the marketing bullsh*tbingo dictionary)
Some businesses started departments and different layers. Some people within these business didn’t even speak or see their customers anymore on a regular basis.
Some businesses started to talk like a company, not like people. They installed fancy corporate communication policies. Some businesses changed personal contacts for marketing (even more: militairy) speak like
„contact-strategy‟, “target” and “target-audience”.
Some businesses felt personal contact cost them money and started callcenters and made it more difficult to contact them. Some businesses started to reward their employees for speed, share of wallet and upselling, not
for service quality or service.
Some businesses started to think about how much money they could make from different services, instead of supplying service.
Some businesses adopted fancy technology to deal with people. Zappos does an amazing job in making
technology invisible and really
understanding consumers.
(Thanks Steven Verbruggen for the tip!)
Some businesses felt that helping indivi- duals didn’t make that much sense. You might be surprised that 11% of all organizations doesn’t answer
customer emails. Even more when you know that exceeding customer
expectations builds loyalty (81% repeats, 63% recommends) and falling
Embed new ways of measuring success. Try measuring the Net Promoter
Score to see how likely it is that your
colleagues will recommend your
company.
Isn‟t she cute? It helped Antwerp Zoo to capitalize on their unused potential: their animals and employees. It brought them 300.000 extra visitors, a nomination for product of the year and the
best thing … the number one carnival suit of that year.
Bring your sales where the customers are. Bring the sales where your clients are.
Embrace co-creation. More than 60% of all consumers and employees want to help to make your product or organization really better. Facilitate them to do so.
Advocacy is the new retention is the new acquisition.
Embrace company culture and identity instead of marketing façade.
Telenet launched a new product that wasn’t finished: Telenet Yelo, an application to watch tv anywhere. Instead of waiting for the product to be completely finished or selling something that
didn’t work, they asked their customers to help to make the product better.
Facebook forces engagement. A lot of campaigns are designed to
collect Facebook likes. To be able
to tap into the consumer news
feed, however, a consumer had to
have a recent interaction with a
brand. "News Feed (…) is a constantly updating list of stories from people and Pages that you follow (…) bases this on a few factors: how many friends are commenting on a certain piece of content, who posted the content, and what type of content it is (e.g. photo, video, or status update)".
Il Giglio d’Oro, a simple bed & breakfast in Firenze turned every customer > advocate. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in
Europe. Conversion between stumbling and endorsing.
The spotlight tactic. See KLM Surprise, Volkswagen Fun Theory, the Coca Cola Happiness machine and this one. A small thing worth sharing and putting a spotlight via media.
Let’s discuss Waaay waaaaaaay back …
And the people?
Reconnecting with consumers.
Acting like a change agent.
Designing for engagement.
Designing for sales.
Polle de Maagt for InSites Consulting
InSites Consulting Social sales. At the end of the day, we want to make money. The most obvious social sales is direct sales: convert
people from your touchpoint to sales. However, a large part of eventual sales is consumer-initiated (e.g.
they talk about products) or indirect (e.g. people see a facebook fanpage and go to the .com later).
So, what can brands do to stimulate direct and indirect sales?
Indirect
Brand initiated
Consumer initiated
Dire
ct
Giftwrap offering
Social as reach
Social as relevant
Social as sales
Engage-ment
program
Source-mapping
Affiliate
ENGAGING Stimulate consumer to talk so that
they activate their peers to buy.
PRIMING Consumers have seen a social
brand presence but act later.
Stimulate to act.
SOCIAL OFFERING Design the offering to be social.
ACTIVATING Make it easy for consumers to
directly influence others to buy.
1) Social as reach. It’s the 2011 equivalent of a mailinglist or bannering: just use social media
for reach purposes.
2) Leverage social sales: buying together. Be smart in offering deals: make it social.
3) Have a conversation-worthy sales offering. Make sure people can talk about your offering.
4) Recognizing personal conversation value. Recognize both monetary and conversation value.
You can forget most of the things I told you today. But please, remember these 5 things.