How habitual use of the web affects customers expectations, attitudes and behaviour

1. MicroBiz: MegaReach
web influence on customer mindset

2. Web Mindset
• Individual, online community & global analysis (less
regional)
• Refresh buttons: ongoing stimulation required
• Content cross platform and interactive
• Copy and share most common (computers are
copying machines)
• Social and subject networks
• ‘Influencers’ may not matter – people open to
influence and who chat , do!
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3. • Customers help
design stores (Tesco)
• Community to send in
& vote on designs
(threadless.com)
• Shops base for
running groups with
online forum (running
room.com)
Customers Expect Chat And Input

4. Personalized customer service :
the big difference
What Do You Give For Free?

5. See, Measure & React
• x3 value in 3 yrs
• Profit 2012 up 30%
• No advertising
• A week turnaround
• Reactive to customer
• Produces in Europe
• 11m euros nursery donation

6. Do Your Customers Feel Clever?

7. Learning & Yes…this is a shop
La Rinascente at hackedmilan
Theatre & Learning

8. What Is Your Community Value?

9. Community Market Mind
• #s on twitter: interest
• Groups on linked-in: similar stalls
• Input and feedback on plans/pilots/experiments
• Stong herd instinct/what’s new/survival of fittest
(talk often hurried)
• Less social cues/more messaging ones
• Trade and exchange of information
• Mash ups/role play/gaming popular
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10. Can You Collaborate?
…with the
competition??

11. Useful MicroBiz Thinking
• Your networks important: especially if you
diversify/brand dilute
• Clusters cross off & online – eg Hiut Denim,
Fforest, Monkstone, Do Lectures
• Thrift : freelancers, crowdfunding, microfinance
• Distinctive offer online = more local interest +
global sales
• Social networks are locations, profit centres for
owners – a blog/site is your own location.
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12. We go online to get…
Problems Solved
Learning, Fun
Edited Products & Info
And we want these offline too…

13. Contributory Ideas From:
• Terry Leahy
• Paul Omerod
• Duncan Watts
• Sarah Robinson
• Small Town Rules
• Vittorio Radice
• The Guardian – Zara article
• Carmarthen market: where I was raised…
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14. Useful Microbiz Action
• Where have your customers come from and where
are they going to?
• What is you/your biz’s PLN? (personal learning
network) eg @geaviation 16,358 followers
• Get really good at conversation
• Set up events: make yourself a hub
• Sell after engagement
• Get your biz a personality
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