Connected moments enhance consumer experience #sxsw2016

Brian Wong, a Asian Canadian guy, took the stage looking like a 12 year old, but telling a story as a true full-grown (visionary?) CEO from KIIP. With KIIP he really wants to change advertising as we know it (especially on mobile). The idea behind KIIP is to turn intrusive, disturbing and annoying advertising into moments that enhance the customer experience. Really easy, a brand (advertising or commercial) only enters the game as it fits the context of that moment.  At that moment you create a currency for high engagement between the consumer and the brand.

Schermafbeelding 2016-03-12 om 06.53.05

At first the trigger was transactional, whenever a customer shows behaviour he gets rewarded. Rewards don’t define behaviour, behaviour should define rewards. And thanks  to our connected world, detecting those moments became easy. But to do so, you need to rebuild your marketing premisses!

7 ways to do so! Read more ›

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Ready, set, go! How to survive #SxSw – 5 tips!

It is that time of the year again, where the entrepreneurial world meets up with the digital world in Austin (Texas) for South by SouthWest interactive (SxSw Interactive). It’s my second time into Austin for the interactive part, after a very pleased visit at the V2V edition of SxSw in Las Vegas in 2014.

I’m ready for 5 inspiring days, and more I came prepared!

Let me give 5 tips to prepare for and survive your SxSw – edition.

  1. Read the program ahead – My mistake last time, but I did not read the program ahead. So when I arrived I was overwelmed with the huge amount of sessions, wokshops, panels SxSw has to offer. This time I started reading the  program a few weeks ahead and mark all sessions that where of interest for me. Don’t be afraid to be selective, even than you’ll have a plenty to choose from! This way I got familiar with the major topics of this edition. 
  2. Get familiar with the Austin city lay-out – SxSw truly takes over most of the downtown area of Austin. But like most American cities, this is not a small city and the festival uses over 10 different locations. So knowing where venues are located will help you to use your (limited) time efficient. Keep in mind travel time!
  3. Be prepared to cue – although the program is huge and (most) venues are big, so is the attenting crowd. If you realy want to attend a specific session, cue upfront to make shure that you can enter. Rooms close when they are full! Don’t be just in time….you might not get in
  4. Think about transportation – you probably didn’t book a hotel downtown (neither did I). Know that you need to travel back and forth from your hotel. I bought vouchers ahead to make shure that I get downtown on time…..and get back in the hotel at night!
  5. Enjoy the atmosphere – although SxSw might look overwelming, it is a realy relax atmosphere where you can meet up with a lot of cool people, get inspired with new ideas, …. but this will only happen if you enjoy it, don’t stress over a missed sessions due to a long cue, underestimad traveltime between venues, …. just pick another sessions and be surprised!

Let’s meet up and share the experience! It’s gonna be fun!

Posted in Flat Author

Why knowing your digital stage matters! 5 Simple quetions.

It only took 50 years for internetaccess to become a fundamental human right!  They way internet, and by extention, digital has transformed business is enormous.  With the rise of the commercial internet in the 90-ies, companies were the first to jump the internet train.
In the (web) 1.0 era – the internet era – companies devolleped websites to connect with their customer. At least that was what they tought….what they realy did was, put out a digital leaflet of their company.  Less or no interaction was implemented…although looks changed, most websites are still stuck in this model.
When social media took the stand in 2005, this changed!  Companies had the opportunity to connect with their customers more directly – (web) 2.0-era.  At first, companies struggled with the direct interaction of their customers. As years passed on more companies are experimenting with the use of social or direct media channels to service their customers (needs).
Mobile – (web) 4.0-era – devices triggered this interaction even more and empowered customers to connect in real-time and collaborate on a scale as never (seen) before.
In the meantime digital technology evolved even more and enabled machines to start communicating with other machines in a more autonomous way – (web) 3.0.

What’s next? Singularity? … We’ll see.

If your brand wants to enter the digital era of the next phase, it might be important to detect which digital stage your brand is in.

Five easy questions to answer and check which stage your brand is in.

  1. Are other digital devices helping you in the proces of communication with your customer? (in an autonomous way)
    No, than you did not enter the 3.0 era yet.
  2. Does your brand use any other digital (mobile f.i.) communication channel?
    No, than you have not entered the 4.0 era yet.
  3. Do you interact with your customer (in real-time)?
    No, than you have not entered the 2.0 era yet.
  4. Does my website offer more than just information (or a-synchronous communication)?
    No, than you’re probably in the 1.0 internet era.
    You can asked yourself the next question: Can I improve my customer service by interacting in real-time?
  5. Do you have a website?
    No, than you probably have not entered the digital era yet.
    You can asked yourself the next question: Is it still relevant for me to start with a website?

In which stage are you taking your brand next?

For more in dept reading on the digital stages you can always check my page Web 1.0, 2.0, 3.0, 4.0, … A birds eye on a defenition.

Image credit (and further reading): https://www.linkedin.com/pulse/collaborative-economy-sets-stage-autonomous-jeremiah-owyang

Posted in Flat Author

Building brands with digital in the core (2) – Your customer is taking over!

A second shift in the digital world is the changed customer relationship. Before the world became digital, brands were forced to use media, communication and organization based on a push model. In the digital world your customer is taking over, and the model is changed into a pull model.
A lot of organizational and communication elements of your customer journey are outsourced to the customer. It all started with the first stage of digitalization in the nineties, web 1.0, when your customer could get (better?) informed before he entered the marketing funnel. In the second stage he’s getting influenced by peers and other users of your brand via social media and the participating web (web 2.0 ). In the next stage organization is pushed forward to customer, the customer is put in charge of different parts of the customer journey (and he doesn’t mind!)
Besides customer centric it’s also cost efficient. A self-service model tends to be 8 times cheaper than a full service model.

Case – Brussels Airlines
Airlines, like Brussels Airlines f.i., give the customer full control of their travel journey. It’s starts with the online ticket purchase, followed by the online check-in. You add your boarding card to your phone, and even check your luggage in by yourself (self bagage drop-off). It’s a true self service model. The customer doesn’t mind being in charge when the service (or product) is as frictionless as possible. He’s experiencing your brand when- and however he wants it!  I just love being in control!
In cases like this your customer in not depending on opening hours of a travel agency, the cue at the check-in counter or bagage drop-off, seat selection, …true customer centricity.
Read more ›

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Building brands with digital in the core! (1) – Influence

Today, brands face a huge challenge! Sticking out! Back in the days (and those days are not so long ago 10 to 15 years) a good product would sell by itself. With the support of traditional media channels (TV, Radio, Newspapers and Mail) you would create awareness regarding your astonishing product and attract your customer into the traditional marketing funnel (awareness, interest, desire & action).
Today your product (and brand) face a different challenge.  Changed media usage, and a huge overflow of information makes it hard for a brand to stick out or get noticed.

Your customer forces your brand to be rebuild with digital in the core. Digital will enable your brand to reach it’s customers (again) and get your (brand) purpose across. 

To understand how digital (social) media you need to understand how the social graph works.
Your customer operates in a social graph in which he get’s influenced regarding he’s commercial behavior.
 The social graph maps every person’s connections to one another and he’s relation to those persons.  An average social graph (of a human being) consists of 4 groups of people (based on family, shared experience and/or life-stage) and holds between 50 to 150 relations.  5 of those relations are ‘strong ties’. These unidirectional  strong ties are people who influence you, and support your commercial behavior.  Most of the time these are like minded people. Therefor your ‘weak ties‘ come in to feed you with (the) new(est) information.  
A brand should focus on how to reach out to those people who are of influence of you.
The old celebrity influence model is out, since they’re not part of an average social graph.  The new influence model focusses on (average) people who are of influence in their netwerk. Home bloggers can be called a good examples of influencers in an average network.  
Average people reflect to them as if it could be themselves, and are therefor influenced.  Your brand could work out small campaigns in support of those home bloggers to get there brand (product) across.  A PR-model approach were you feed bloggers incentives to write about is.
Read more ›

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Fun, Feelings and Peer Armies serve your (lazy) customer. Take-aways after 1 day of trendseminar (3/3) #TrendSemAMS

1 Day trendseminar – 6 key take-aways on making your organisation future proof!

–disclaimer: Are this the only elements to make your organisation future proof? No, off course not! It’s all about detecting changes around you (and not only in your market), and adapting them to your organisation.–

Key 1 – Your customer is demographicaly undefined!
Key 2 – Needs over behaviour, behaviour over technology
Key 3 – New-ism is multiplying expectations to serve instant gratification in a hyper-personal world
Key 4 – Your customer wants guilt free indulgence to show-off!

Key 5 – Fun is where your (lazy?) customer is.

Don’t take everything to serious! …. A brand experience should be fun and engaging, without to many effort. Your customer wants to be treated as a lazy customer. Little effort, maximum result….and if possible connected with your brand, peers or others. Push for pizza, snapdonate, ThisisL.,…. are all examples the serve the lazy customer, but also make you laugh a bit!

Even serendipity can be used as a key element to surprise your customer. TWorlds app connects you and your pictures with others around the world bases on your activities, location, …. It’s fun!
In another way this lazy connected customer is very powerful ….and connects your brand with its peer, creating peer armies. Peer armies empower your brand, to serve your customers. Tap into their life, use their powers like Skol did during the World Cup in Brazil when they asked their Brazilian customers to be the host for world-wide visitors to the World Cup, or maybe you’re more familiar with AirBnB where the peer army sets you up with an alternative to hotel stay!

Key 6 – A compelling brand is still about feelings and not about technology.

Feelings over technology, it’s about you treat your customer, and how he treats you! Your customers can be real brand fanatics, if you treat them well….strange things happens when your customers really cares about you! Ikea allowed it’s customers to dress-up like their favorite product, share the experience and get the product for free. Would you be in for a masquerade into a lamp? 127 Malaysian fans did! Or as Reebok did, when they asked their true (crossfit) fans to get a Reebok tattoo with their Reebok Forever campaign….would you? 94 did!
It’s not only about being treating your customer well, it’s also about how your customer treats you! Your feelings towards your customer are also important. Your customer relation is becoming two-way transparent! Brands, or organisations, are ready to take it to the next level in their customer relation, telling them how they feel about you as a customer.  This is new! We’re all used to the customer reviewing the brand, or organisation, but the brand or organisation reviewing the customer is the next step.  Pret, for instance, gives their waiters a daily sum of money they can spent on their customers; saying thank you for being polite, or just treating them right! It’s up to the waiter to decide who and when he gives a little extra!

Posted in Flat Author

Your customer wants something new, and guilt-free, on a daily-basis! Take-aways after 1 day of trendseminar (2/3) #TrendSemAMS

1 Day trendseminar – 6 key take-aways on making your organisation future proof!

–disclaimer: Are this the only elements to make your organisation future proof? No, off course not! It’s all about detecting changes around you (and not only in your market), and adapting them to your organisation.–

Key 1 – Your customer is demographicaly undefined!
Key 2 – Needs over behaviour, behaviour over technology

Key 3 – New-ism is multiplying expectations to serve instant gratification in a hyper-personal world

Remember that moment you bought your first cell phone? And the second? And the third? Probably you do. It’s only 8 years ago when Apple launched it’s first iPhone, and now 8 years later we’ve got version number 8….Each phone got better and better, and raised the expectation bar over and over again. Consumers are getting used of this over the top ‘creative destruction’. Result of this new-ism behaviour is that brands need to serve this unstoppable greed for new products on a daily basis. What’s new today, is history tomorrow. Product life cycles, therefore, are getting shorter, and shorter.
Another effect of this new-ism trend is that needs are met quicker, and quicker….and are becoming instant. To become instant….our product and service world is a full transparent world, where an ordinary staples even gets +600 reviews! Just so you know…

Key 4 – Your customer wants guilt free indulgence to show-off!

Before status becomes important, basic needs need to be served, but when they are served…your customer wants to show off his life in the best possible way. Social media enabled your customer show their indulgences. Hotel chain Marriott teamed-up with GoPro to empower their customers to visualize their holiday experience (and shared that afterwards). Meito Xiu Xiu takes it even one step further, and automatically enhances your selfie. This way, with one press on the button, you can publish your best selfie ever…over and over again!
On the other hand, your customer also wants guilt-free indulgences, and is aware of the impact that his consumer behaviour has on society. Brands who pick up on this social responsible element can provide their customers with guilt-free services and products. G-star teamed up with Pharell Williams and bionic yarn to develop a clothing line based on recycled marine plastic, raw from the ocean. Jeans was never so guilt-free. Tesla is servicing similar client needs with their cars and powerwall.
As a customer you can enjoy your pleasures in a guilt-free way….but as Tessa Wernick, co-founder of Fairphone, puts it: “Guilt free indulgance should not be a trend, but a fundamental movement”

In the third and last part it will be all about fun and feelings.

Photocredit: http://www.wired.com/wp-content/uploads/2014/08/bionic-yarn-03-660×279.jpg

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