How do we measure the value of social media?

WWW

http://no.linkedin.com/in/helgetenno/









https://twitter.com/congbo









http://www.helgetenno.com/









"The implications of our findings are that fostering customer participation can be very profitable and that companies are better off when they emphasize customer participation over word of mouth, as opposed to the reverse. Our study of the retail bank mentioned earlier suggests that customer activity directed toward the company creates more customer “stickiness” (greater attachment and commitment) than customer-to-customer activity."

Source: http://sloanreview.mit.edu/article/why-customer-participation-matters/

ENGAGEMENT AND WORD-OF-MOUTH IS GOOD, BUT THE BEST VALUE CREATION IS ACHIEVED FROM PARTICIPATION AND COLLABORATION WITH CUSTOMERS.

WWW

http://sloanreview.mit.edu/article/why-customer-participation-matters/































Companies routinely invest in technology, and too often feel they get routine results. Technology’s promise is not simply to automate processes, but to open routes to new ways of doing business.

78% of respondents, achieving digital transformation will become critical to their organizations within the next two years.However, 63% said the pace of technology change in their organization is too slow.The most frequently cited obstacle to digital transformation was “lack of urgency.”

MIT Sloan Management Reviewhttp://sloanreview.mit.edu/projects/embracing-digital-technology/

WWW

http://sloanreview.mit.edu/projects/embracing-digital-technology/

http://sloanreview.mit.edu/projects/embracing-digital-technology/




























"EVERYTHING AROUND YOU THAT YOU CALL LIFE, WAS MADE UP BY PEOPLE THAT

WERE NO SMARTER THAN YOU. AND YOU CAN CHANGE IT..."

- STEVE JOBS -

WWW




























WWW




























According to a recent global study of 1,500 CEOs conducted by IBM, the biggest challenge those CEOs face is the so called complexity gap. Eight out of 10 expect the business environment to grow in complexity, but fewer than half feel prepared for the change. The research also reveals that CEOs see a lack of customer insight as their biggest deficit in managing complexity. They prioritize gaining customer insight far above other decision-related tasks and rank “customer obsession” as the most critical leadership trait.

SOURCE: An Anthropologist walks into a bar... Christian Madsbjerg and Mikkel B. Rasmussen

HBR March 2014

WWW




























A NEWCHAPTER OFCAPITALISM

THE KNOWLEDGEABLE

CUSTOMER

DISMANTLING THE SALESMACHINE

CUSTOMERINSIGHT

MULTI-CHANNELOMNI-CHANNEL

THELEARNING

ORGANIZATION

ROMIEXTENDEDVERSION

CONNECTINGTHE DOTS

WWW




























WWW




























WWW




























The illusion of capitalism by management- it hasn't proven itself as a brilliant and state -

we need to get back to the important stuff - the customers

WWW




























/ MEANINGFUL

the product of capitalism by management

"THINK ABOUT CUSTOMER SERVICES BEFORE YOU THINK

ABOUT THE PRODUCT. SERVICE PROVIDES A CONTINUOUS SOURCE

OF INCOME. THE PRODUCT IS WORTHLESS WITHOUT CUSTOMER

EXPERIENCE."

- Professor Solomon Darwin, Berkeley

WWW




























WWW




























WWW




























WWW




























WWW




























WWW




























WWW




























WWW




























SOCIAL SELLING

WWW




























WWW




























WWW




























WWW




























WWW




























WWW




























"THE BUSINESS CULTURE IS USING THE WRONG

MODEL OF HUMAN BEHAVIOR. IT

IS GETTING PEOPLE WRONG."

"ONCE YOU START TRULY UNDERSTANDING PEOPLE'S BEHAVIOR, YOU WILL BEGIN TO SEE YOUR BUSINESS

LANDSCAPE WITH A NEW CLARITY. YOU WILL RECOGNIZE NEW OPPORTUNITIES AND IDENTIFY

THE SOURCES OF OLDER, SEEMINGLY INTRACTABLE CHALLENGES."

- THE MOMENT OF CLARITY - CHRISTIAN MADSBJERG AND MIKKEL B. RASMUSSEN

WWW




























WWW




























WWW




























WWW




























the customer journey

situation, opportunities, JobS-to-be-done and activity

step 1

CEO

Board of Directors

C-levelSTEP 2

STEP 3

STEP 4

STEP 5

STEP 6

STEP 7

STEP 8

STEP 9

STEP 10

STEP 11

- Management team

Marketing and Coms. director

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

STAKEHOLDERS

STATUSBARRIERS / OPPORTUNITIES

John Doe

John Doe

1

2

3

4

5

6

7

8

9

10

11

Write here...

NOTES

ACTIVITIES, CHANNELS AND ARENAS

Write here

1:1

XMP XMP XMP

RELATION PLATFORMSAND SERVICES

SOCIAL MEDIASTEP INTERNAL EXTERNAL

Hired conultants

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

John Doe

Write here...

Write here...

Write here...

Write here...

Write here...

Write here...

Write here...

Write here...

Write here...

XMPXMP

COMS.

XMPXMP

XMPXMP XMP

XMPXMP XMP

XMP XMPXMP

XMP

XMP

XMP

XMPXMP

Write here

Write here

Write here

Write here

Write here

Write here

Write here

Write here

Write here

Write here

B. WHAT IS THE CUSTOMER TRYING TO ACHIEVE?

- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum

- Lorem Ipsum

- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum

C. BASED ON (B) WHICHJOB IS THE CUSTOMER

HIRING THE COMPANY FOR?

- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum



XMP XMP

D. WHAT ARE WE OFFERING THE CUSTOMER?


- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum


XMP

XMP

E. WHERE AND HOW ARE WE OFFERING THIS?


XMP

XMP

XMP XMP

- Lorem Ipsum- Lorem Ipsum- Lorem Ipsum XMPXMP XMP

FEEDBACK FROM WORKSHOP

- Lorem Ipsum- Lorem Ipsum

- Lorem Ipsum - Lorem Ipsum- Lorem Ipsum


TETTOPPFØLGING

MØTE-SERIER





XMP

XMP

XMP

XMP

XMP

XMP

XMP

XMP

XMP XMP

WWW




























WWW




























WWW




























CUSTOMER

RUNNING TOGETHER WITH THE CUSTOMERS

HYPOTHESIS AND INDUSTRY DRIVEN BLIND APPROACH

LAUNCH

WWW




























WWW




























IMAGE BY LAUREN MANNING ON FLICKR.COM

WWW




























M+D=AGAME THEORY BY ROBIN HUNICKE:

HOW IS SOCIAL CHANGING ROMI?

THE MECHANICS

FUNCTIONAL &EMOTIONAL

THE DYNAMICS

WHAT HAPPENS WHENPEOPLE INTERACT WITH IT

THE AESTHETIC

THE RESULT

IMAGE BY LAUREN MANNING ON FLICKR.COM

WWW




























EVERY TIME YOU SOLVE A PROBLEM YOU CREATE A PROBLEM

- Kevin Slavin -

PHOTO BY KRIS KRUG FOR #POPTECH ON FLICKR.COM

measuring the value of any new capacity with old means only gives us one more fork to eat

the same pie with.

social media is not about efficiency of time, reach or scale - it's a platform giving

companies brand new tools - to solve brand new challenges. And to be able to do that it

needs to be measured with brand new measurements...

WWW

https://www.flickr.com/photos/tags/PopTech

https://www.flickr.com/photos/tags/PopTech




























WWW




























WWW




























customer life time value

MND

GWh

23.1 / 32

11.1 / 91

31 / 32

WWW




























45% 25% 15% LEADS

45% should be more positive to the brand

50% 70%

25% should be more interested in booking a new

trip (revenue and redemption)

15% shall have knowledge about the advantages of the bonus program incl.

Partnerships.

Create new leads/members to bonus program

50% of the target group should have read the

magazine/content

70% have a high liking

EXISTING KPI's [impossible to measure accurately and di!cult to se the relevant value from]

CLVSHARE

OF FLIGHTS(LOYALTY)

FLIGHTSBONUS

PROGRAMUSAGE

Increased Customer Life Time Value (membership)

NEWBUSINESS MODELS

SALES

Increased loyalty (of the times you fly, how often do you fly with us)

Increased number of flights (travels) pr. customer

(proactivity)

Increased usage of bonus points and partners

Revenue from new digital business models and

number of partnerships

Sales / growth

SUGGESTED ADDITIONAL DIGITAL KPI'sLEADS

Create new leads/members to bonus program

WWW




























WWW




























2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1 2015-Q2 2015-Q3 2015-Q4Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.

Milestones

Type

Platform/Channel/Arena XProjects connected to platform X

Platform/Channel/Arena YProjects connected to platform Y

Platform/Channel/Arena ZProjects connected to platform Z

Project Title [Start date - End Date]Further explanation on the project



















Goals

Platforms

Eval. Eval. Eval. Eval. Eval.

Type

Type

Type

Type

Type

Type

Type

Type

Type

Type

Type

Type

Company - project title Client representative

Type

Type

Type

Brand AwarenessText detailing goal definition

Customer SatisfactionText detailing goal definition

Product AwarenessText detailing goal definition

SalesText detailing goal definition

xyz

xyz

xyz

xyz

xyz xyz

xyz

xyz

xyzxyz

xyz

xyz

xyz

xyzxyz

xyz

xyz

xyzxyz

xyz

xyz

xyz

xyz

xyz

xyz

xyz

xyz

xyz

xyz

xyzxyz








ROADMAP 01.01.2014 - 30.06.2015HELGE TENNØ

TOOLCUSTOMER INSIGHT, SALES, MARKETING, PRODUCT DEVELOPMENT, LOYALTY, ETC. - CAN ALL BE ENABLED BY DIRECT AND INDIVIDUAL CONTACT WITH CUSTOMERS, THEIR INVOLVEMENT AND PARTICIPATION. THE ROADMAP OFFERS AN OPPORTUNITY TO PLAN, EXPLAIN AND VISUALIZE HOW ALL THESE CAN BE WORKING TOGETHER OVER TIME AND JOINTLY CREATE NEW BUSINESS VALUE ...

GET IN TOUCH ON

PLANNINGAND

EXECUTION

MILESTONES

BUSINESS GOALS

ACTIVITIES& PLATFORMS

TIMELINE



















HELGETENNO.COM

WWW
















































How do we measure the value of social media?

Social Media

june july

bonus program

end date

christian

lauren manning

john doe

lorem ipsum

start date