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Online, Email and Direct Mail get quick responses and benefit from Agile more. Course correction from metrics and feedback needs to be the common goal. Problem with old process is it allows less talented people to check boxes. They can’t be found out as easily. But with Agile, work ethic and personal ethics come to the front fast.Legacy process sometimes can’t be fought. Regulated industries like finance or healthcare—we work with Wells Fargo and we just understand the ELR review is thereIt’s good with projects where “we don’t know what we don’t know.”
On Demand, Real-Time Opt-In Ala Carte World
Pure Digital Jonathan Kaplan, Simon Fleming-Wood The original market was intended to be parents of newborns. It turned out that with a $129 price point, simple to fit in a pocket, incredible battery life and storage capacity, it was a hit with almost anyone under 30 years of age.
The first website was informational only—the camera was sold only through retail channel partners like Best Buy
As the camera became a fad, social media played a huge role in spreading the news. The Facebook strategy had three components: 1. Encouraging people to post videos and comments about how they used their Flip camera, 2. A contest to give away two Flip cameras every day and 3. Posting company feedback to user suggestions for product and service improvements. 362,000 people “liked” the Flip camera on our Facebook page. (And only 214,000 like the Cisco Facebook page. )
Create EmotionTarget Audience is new mothers and young adultsShow the flip as fun, simple, associated with good times.The flip enables you to captures life’s special every day moments Establish ConfidenceEmphasize product benefits, not specificationsFollow best practices in e-commerce/shopping cart UX design – no surprises to customerUse open standards for sharing videos partners with established video sharing sites (e.g. YouTube, Facebook)Enable the TransactionDesign your own camera shows what your personalized camera will look like before you buy it.Integration of FlipShare.com with FlipShare client software encourages sharing from the minute you connect your camera to your computer.Results2 million cameras sold in 2 years, 40% thru the Web site. Online revenue of ~$144 million
120209 cs pov
Content & SocialBuilding fresh content & social strategy since 2012
Our Mission Content & Social helps clients engage customers through owned & social media2
THE NEW ECO-SYSTEM Earned Social Media Paid MediaControl Owned Media Scale
THE NEW ECO-SYSTEM Where we listen & participate How we talkControl with strangers How we talk To customers Scale
WE LIVE IN BETWEEN TIMES FUTUREPASTBig Bang Launch Agile + optimizedStatic Content Real-timeLong media lead times Interactive serviceOne size fits all PersonalizedBroadcasting Micro-targetedMonolithic Networked“Messaging” Engagement
LEAN STRATEGY1. Human imagination is not a commodity2. We don’t presume anything3. We engage the customer directly4. Build engagement—not deliverables5. Respond to change over following a plan
LEAN STRATEGY• Rapid prototyping + testing hypothesis• Customer engagement--and obsession• Metrics driven—what is the goal?• Learn fast—don’t fail fast• “Nail it, then scale it”
WHAT DOES THIS MEAN?• Drive + measure customer engagement• Be Agile + build in flexibility• X-department / skill set teams succeed• Engage legacy process—fight or flow• One meeting to listen + decide an issue• Trust is a strength, mistrust a barrier
USER EXPERIENCESEmotionIt is not enough to build efficient user experiences. Weneed to persuade and motivateConfidenceWe establish trust first so people have confidencethat we will deliver on our promisesEnabling ActionWe make interactions simple, rewarding & fun
7-STEP CYCLE1. Identify your customers2. Connect to your business—why?3. Understand your users’ mental models4. Identify appropriate patterns of engagement5. Design content & social strategy6. Build content, social outreach & measurement systems7. Evaluate and refine
Our Mission How Does This Work? The Flip Camera 12
OWNED + SOCIAL MEDIA• Listen, respond & engage with customers• It’s not how do we “differentiate,” it’s how do we understand & support? It’s not about us, it’s about our customers• Move fast, speak clearly, and never make assumptions
THANK YOUENGAGE@CONTENTANDSOCIAL.COMContent & Social400 S. 4th Street, Suite 401-110Minneapolis, MN 55403 USA+1 (612) 749-0803More at: WWW.CONTENTANDSOCIAL.COM