Consumerisation: What we must learn from the 'other side'
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Business buyers have never been bombarded with so much information or had so much choice. To get their messages across, business brands need to appeal to decision makers as people, rather than grey suits, and this means thinking of them as consumers. Mobile devices and digital techniques are breaking down the barriers as never before, in this session Will McInnes will discuss how exploiting techniques such as gamification and consumer-focused platforms such as Pinterest can help to reach these difficult audiences.
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Consumerisation: What we must learn from the 'other side'
- 1. Consumerisation? @willmcinnes Page 1 | Social Business Pioneers
- 2. Page 2 | Social Business Pioneers
- 3. Page 3 | Social Business Pioneers
- 4. Page 4 | Social Business Pioneers By NASA. Photo taken by either Harrison Schmitt or Ron Evans (of the Apollo 17 crew), via Wikimedia Commons
- 5. Page 5 | Social Business Pioneers
- 6. Page 6 | Social Business Pioneers
- 7. Consumerisation Page 7 | Social Business Pioneers
- 8. B2B are people too Page 8 | Social Business Pioneers
- 9. Page 9 | Social Business Pioneers
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- 19. Page 19 | Social Business Pioneers
- 20. Page 20 | Social Business Pioneers
- 21. So then what? Page 21 | Social Business Pioneers
- 22. Trust Page 22 | Social Business Pioneers
- 23. • Edelman trust barometer Page 23 | Social Business Pioneers
- 24. Peer to Peer Page 24 | Social Business Pioneers
- 25. Page 25 | Social Business Pioneers
- 26. Page 26 | Social Business Pioneers
- 27. • Acceptance • Physical activity • •Curiosity Accept • Power • Eating • Romance • Family • Saving • Honour • Social contact • Idealism • Social status • Independence • Tranquility • Order • Vengeance Page 27 | Social Business Pioneers
- 28. Chapter 2. Democracy & Empowerment Page 28 | Social Business Pioneers
- 29. Customer service is king Page 29 | Social Business Pioneers
- 30. OWNED BOUGHT EARNED Page 30 | Social Business Pioneers
- 31. Page 31 | Social Business Pioneers
- 32. $575k prizes 100 targets 80% successful 8 million ounces of gold mined Company value from $100 million to $9 billion Page 32 | Social Business Pioneers
- 33. Social business Chapter 6. Change Velocity Page 33 | Social Business Pioneers
- 34. • Amazon • Netflix • Square Page 34 | Social Business Pioneers
- 35. Page 35 | Social Business Pioneers
- 36. COMMAND OF NOW “Speed kills truth” – Chris Lewis Page 36 | Social Business Pioneers
- 37. Page 37 | Social Business Pioneers
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- 39. Page 39 | Social Business Pioneers
- 40. So what do we see with our clients? 1 Customer service is #1 marketing priority 2 Adopting social tools & behaviours internally is #2 priority! 3 Training our leadership, sales people, engineers and other experts in how to behave in this new world is crucial 4 Transparency can give you a competitive edge in a world of networked customers 5 Piloting FTW! Small agile pilots: learn learn learn. Page 40 | Social Business Pioneers
- 41. Getting help Come and say hello today Engage our consultancy Read the book @willmcinnes Page 41 | Social Business Pioneers
Notes de l'éditeur
- http://www.guardian.co.uk/technology/pda/2011/aug/10/facebook-losing-users
- By NASA. Photo taken by either Harrison Schmitt or Ron Evans (of the Apollo 17 crew).[see page for license], via Wikimedia Commonshttp://en.wikipedia.org/wiki/File:The_Earth_seen_from_Apollo_17.jpg
- http://www.flickr.com/photos/argen/4352480967/sizes/o/
- http://www.flickr.com/photos/59171001@N00/417943111/sizes/l/in/photostream/
- A world where people can personally and directly contribute to getting a project off the ground, and switch from being passive consumers to active ‘investors’.
- A world where every person in the family has an iPad
- If was a B2B marketing director, I might be best off thinking where to put the massive BUY IT NOW button on our website, given how much research buyers now do ahead of even engaging with us. And then what for our marketing, for our sales force?
- http://www.flickr.com/photos/argen/4352480967/sizes/o/
- Intrinsic motivation and the 16 basic desires theoryStarting from studies involving more than 6,000 people, Professor Steven Reiss has proposed a theory that found 16 basic desires that guide nearly all human behavior. The 16 basic desires that motivate our actions and define our personalities as:Acceptance, the need for approvalCuriosity, the need to learnEating, the need for foodFamily, the need to raise childrenHonor, the need to be loyal to the traditional values of one's clan/ethnic groupIdealism, the need for social justiceIndependence, the need for individualityOrder, the need for organized, stable, predictable environmentsPhysical activity, the need for exercisePower, the need for influence of willRomance, the need for sexSaving, the need to collectSocial contact, the need for friends (peer relationships)Social status, the need for social standing/importanceTranquility, the need to be safeVengeance, the need to strike back/to win
- http://www.youtube.com/watch?feature=player_embedded&v=ive3vXv-XRkOLD SPICE RESPONSES objective: revitalise ‘old’ brand perception and generate new generation of customers Personal response videos from iconic figure – the old spice guy- by pulling in real time q’s from FB, twitter and redditOver 6 million views, old spice guy becomes cultural phenomenon- attracting new generation of fans and reviving brand.
- In March 2000, GoldCorp made available a wide variety of geological data to the general public. There was a prize of $575,000 for anyone who could find or suggest potential spots where gold could be found. The result of this mass collaboration effort was over 100 targets that were approximately 80% successful bringing over 8 million ounces of gold. Because of their use of crowdsourcing, GoldCorp’s value skyrocketed from $100 million to $9 billionhttp://www.fastcompany.com/magazine/59/mcewen.html?page=0%2C0
- http://www.flickr.com/photos/nigelfj/4128313901/sizes/z/in/photostream/
- http://www.guardian.co.uk/technology/pda/2011/aug/10/facebook-losing-users
- nixonmcinnes.co.uk@nixonmcinnesRoss’ contact detail: ross.breadmore@nixonmcinnes.co.uk / 01273 764 024