like me! the social customer

Like Me!The social customer and its impact

on Marketing and RetailIE Business School

September 20, 2011@RafaelBonnelly

2011: A new reality

September 2011 IE Business School 2

It no longer matters what you say about your brand, what matters is what consumers are saying!

Web 2.0: From Homo Sapiens to Homo Digitalis

A cualitative leap in just 50 years

3IE Business SchoolSeptember 2011

1M 100 M 1000 M 2000 M

World Wide Internet Users

10M

Web 2.0: Brief history of the Internet

Software

Hardware

4IE Business SchoolSeptember 2011

Web 2.0: Mobility is the new cycle

September, 2011 IE Business School 5

Source: Morgan Stanley, Octubre 2010

6IE Business SchoolSeptember 2011

Web 2.0: Social Media

Web 2.0: The new consumer

Anybody can now create and consume content at any time and any place.

7IE Business SchoolSeptember 2011

SocialLocal

Mobile

8IE Business SchoolSeptember 2011

Web 2.0: Use of Social Media

Web 2.0: How to measure our social graph

Level of influence of our contacts

How to measure your social graph?

9IE Business SchoolSeptember 2011

Marketing 2.0

10IE Business SchoolSeptember 2011

Many people still don´t know it, but…Many people still don´t know it, but…

THE RULES HAVE THE RULES HAVE CHANGEDCHANGED

Marketing 2.0: The new media equation

WOMViralityLevel of NoiseInfluenceRecomendationsLinksComments

EARNED

TelevisionPrintRadioWebsOutdoorPOS

PAID OWNED

PackagingManualsPOSBillboardsWebsPREmailSocial Media

11IE Business SchoolSeptember 2011

12IE Business SchoolSeptember 2011

Marketing 2.0: Interaction & engagement

Traditional MarketingPushBroadcastMessage orientedFormalAuthoritaryMassive

Social MarketingDialogueInteractionInformalPeople and technology dependentNiche

Tradigital MarketingPush InteractiveAutomatedTechnology dependentMassive and niche

TVPrintRadio

Outdoors

TVPrintRadio

Outdoors

NetworksCommunities

BlogsMicroblogs

NetworksCommunities

BlogsMicroblogs

BannersSitesEmail

SearchMobile

BannersSitesEmail

SearchMobile

Less interaction More interaction

Marketing 2.0: New disciplines

13IE Business SchoolSeptember 2011

14IE Business SchoolSeptember 2011

Strategies 2.0: The social enterprise

BUILD A SOCIAL BUILD A SOCIAL COMPANYCOMPANY

Strategies 2.0: The social organization

The traditional organization

• One way communications

• Top-down decision making

• Distant relation with providers

The social organization

•Multidireccional communications

•Client interaction design

•Workforce collaboration

•Partner and provider optimization

15IE Business SchoolSeptember 2011

Strategies 2.0: Social marketing

Where to Be?

What to do?

16IE Business SchoolSeptember 2011

SalesSales

MarketingMarketing

PRPR

CSCS

ProductProduct

Strategies 2.0: How to measure ROI

17IE Business SchoolSeptember 2011

Strategies 2.0: What to measure

¿Qué Medir?

18IE Business SchoolSeptember 2011

Keep it simple!

Measure, measure, measure…

Retail 2.0 – Pre-sales

19IE Business SchoolSeptember 2011

THE NEW WINDOW SHOPPINGTHE NEW WINDOW SHOPPING

MOBILITY AND MOBILITY AND GEOLOCALIZATIONGEOLOCALIZATION

Retail 2.0 – Pre-sales

20IE Business SchoolSeptember 2011

Point Inside Communication with consumersIndoor and outdoor directionsReal time customers engagementIntegration with Google Maps

www.pointinside.com

Retail 2.0 – Pre-sales

September 2011 IE Business School 21

FastMall Interactive guideSocial network integrationComments and recommendationsPromotions

www.fastmall.com

Retail 2.0 – Pre-sales

September 2011 IE Business School 22

Grocery IQ Shopping assistantOrganize products in storeAutomanage shopping listPromotions

www.groceryiq.com

Retail 2.0 – Pre-sales

September 2011 IE Business School 23

Google Places

Show store imagesProduct displayDesign and ambienceIntegrated with Google Maps

www.google.com/places

Retail 2.0 – Pre-sales

September 2011 IE Business School 24

NearbyNow Promotions aggregatorStore recommendations within SCRelates people to giftswww,nearbynow.com

Retail 2.0 – Customer service

September 2011 IE Business School 25

THE NEW WAY OF SERVING THE NEW WAY OF SERVING CUSTOMERSCUSTOMERS

TABLETS TABLETS EMPOWER EMPOWER SERVICESERVICE

Retail 2.0 – Customer service

September 2011 IE Business School 26

Concierge with iPads

Intercontinental hotel ConciergesLocal informationEventsMaps and guides

Retail 2.0 – Customer service

September 2011 IE Business School 27

Mercedes with iPads

Mercedes USA deploys iPadsCustomized marketing per vehicleInstant credit approvalsMultimedia content

Retail 2.0 – Customer service

September 2011 IE Business School 28

Interactive tables

Restaurant in South AfricaOwn social networkReal time C2C interactionInteraction with waiters

Retail 2.0 – Customer service

September 2011 IE Business School 29

Twelpforce Best Buy launches service in Twitter+14,000 employees participateAll are trained in the serviceSales and satisfaction improve

Retail 2.0: Post-sales

September 2011 IE Business School 30

IN-STORE INTERACTIONIN-STORE INTERACTION

THE CLIENT IS THE CLIENT IS YOUR BEST YOUR BEST

SALESPERSONSALESPERSON

Retail 2.0: Post-Sales

September 2011 IE Business School 31

DieselCam Diesel stores in Spain Camera & PC in storeCustomers take photos with clothesShare them on Facebook

Retail 2.0: Post-Sales

September 2011 IE Business School 32

Levi´s Facebook appShow the clothes you likeShow the clothes your friends like

Retail 2.0: Post-Sales

September 2011 IE Business School 33

GoTryItOn Shopping assistantUsers upload photosFriends votePublic or private

Retail 2.0 – The complete package

September 2011 IE Business School 34

4FoodNew fast food conceptWaiters take orders on iPadsDynamic menusInteractive video walls

+6,750 registers

+9,000 hamburguers

+1,700 fans

+2,500 followers

Thank you…!

bonnelly@ncayasociados.comtwitter.com/RafaelBonnellyfacebook.com/RafaelBonnellyes.linkedin.com/in/rafaelbonnelly

www.ncayasociados.comwww.somes.es

35IE Business SchoolSeptember 2011

Some references

La Huella Social, Rafael Bonnelly Ricart

Groundswell, Charlene Li y Josh Bernoff

Open Leadership, Charlene Li,

Socialnomics, Eric Qualmann

Empowered, Josh Bernoff

PSFK, The Future of Retailhttp://www.psfk.com/future-of-retail

New Business Opportunities in Retailhttp://www.slideshare.net/helgetenno/new-business-opportunities-in-retail-4444049