don peppers dancing shoes for honeybees
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Dancing shoes for Honeybees by Don Peppers @SMiS2011 in Monte Carlo.TRANSCRIPT
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@DonPeppers
#SMiCS2011
Strategy. Execution. Results.
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an imminent hanging. [One's] own even more so than
- Samuel Johnson
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Technology respects no borders
But different countries and regions do have different cultures and regulatory requirements
In Europe, personal privacy is a more significant public-policy issue than in the U.S.
In Japan and Korea, relationships are a more natural part of all life, business and personal
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for themselves and 3 friends to various FIFA events
Participants received a link to a mobi site and had to
Answer 2 questions (found on the site) and
Provide names and numbers of 3 friends, who were then also solicited, all receiving regular updates
Non-U.S. mobile marketing
72% CTR for the overall campaign!
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M-Pedigree offers SMS authentication of pharmaceutical products
Enabling more trustworthy commerce
Strategy. Execution. Results.
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Business is facilitated by high levels of trust
Lack of trust slows transactions down and imposes frictional costs
When more trust is required, business thrives, as obstacles are reduced
Strategy. Execution. Results.
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works because human beings are social animals
Bees and ants communicate new discoveries to benefit the group
Strategy. Execution. Results.
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Strategy. Execution. Results.
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Now suppose you were a food
In the absence of communication among your customers, advertising rules
But when customers talk to each other, customer experience that counts
Strategy. Execution. Results.
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Create buzz to increase sales across channels
Engage
Improve search results for your brand
Gain insight into customer preferences and needs
Anticipate and recover from problems
Use crowd service to boost customer experience
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What are brand advocates actually worth?
Harvard Business Review, October 2007
One research study of customers separated
LTV = CSV + CRV (i.e., spending plus referrals)
Surprise: always the highest spenders!
buzz
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$-
$500
$1,000
$1,500
$2,000
$2,500
1 2 3 4 5 6 7 8 9 10
Valu
e
Customer Decile
CSV vs. CRV - Telecom Company
CSVCRV
Most valuable spenders
Most valuable referrers
Harvard Business Review, October 2007
buzz
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Different aspects of
FCR
ATA
Knowledgable
"Exception" issue handling
CompetentEmpathy
Personable
Trustworthy
Flexible
CSATAdvocacy
buzzCompetence
Good Intentions
ILLUSTRATIVE
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buzz
pre-established reputations
control the discussion or manage the word-of-mouth
Set up the conditions for success and then let it happen (or not)
April 2009: Ford announced its campaign to pick 100
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buzz
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buzz
October 2010 Economist Magazine:
Ford is planning a similar strategy to launch the
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engagement
Custom application lets customers view product reviews on their mobiles at the cosmetics counter
53,000 followers 437,000 fans
All employees encouraged to have Twitter accounts
Most customers first heard about Zappos by word of mouth
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engagement
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Conversations and product reviews in blogs or websites are picked up by search engines
Social media traffic can easily generate many more search engine hits
search
Chatter in its online community changed HP from not appearing at all on first page of a keyword search to dominating the page
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insight
Listen for mentions of your brand (and your
Who is talking about the brand?
What are people saying about the brand?
Where are they talking about the brand?
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Also, pay attention to individual customers
What pain points are being highlighted? Directed to company at large, or a particular situation?
What is the emotion or sentiment being shared, either negative or positive?
What information is being shared about the various customer experience touchpoints?
insight
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succeeding in any social media environment
The customer is not interested in your stores or your products or your people or your brand
The customer wants to be acknowledged
speak your language
insight
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problems
your organization can competently handle a
John Burton, SAP Labs
Handling a service problem:AcknowledgeApologizeAct
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Monitors Twitter, blogs, and online review sites for negative mentions
2400 stores in nine countries
problems
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They can avoid the call center altogether
Complaints via traditional channels get lost or just fall through the cracks
Twitter agents can be more objective and empathetic
Immediate resolution to cross-departmental issues
issues, providing better answers
Why customers turn to Twitter
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Read about my Carphone Warehouse horror story here: www.customerblog.co.uk
Mon, 8 Mar, 15:55
How Carphone Warehouse uses Twitter
My Carphone Warehouse horror story! Little did I know when I bought my phone from CPW that I would enter a week-
Customer then
the blog
Sorry to hear about your CPW problem. Maybe I can help. Send me a direct message @CPWcaresMon, 8 Mar, 17:34
CPW responds to tweet
Customer posts on her blog
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How Carphone Warehouse uses Twitter
My Carphone Warehouse horror story! Little did I know when I bought my phone from CPW that I would enter a week-
Update: CPW comes through for me!First, I want to thank CPW for responding to my problem
Customer posts on her blog
Customer now writes a positive blog post!
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crowd serviceJob Description: Spend several hours a day, up to 20 per week, at your computer, answering customer questions online about technical matters like how to set up an Internet home network or how to program a new high-definition television
Justin McMurry, Keller, TX
Pays: $0 per hourSource: New York Times, April 25, 2009
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Customers helping other customers
Experience to date shows risk is minimal
But you have to be willing to give up some control
crowd service
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FICO had to attract and engage Superusers
Ratings of advice, along with voting for best ideas
850,000 now on this credit-scoring analysis site
Customer service calls declined even though
crowd service
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Roomba brand robotic vacuum cleaners
Complicated uses, complex home situations
Customers are now the primary service advisors for other customers
crowd service
Strategy. Execution. Results.
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Socially connected employees
If progress and innovation spring
tools to become more innovative and resilient
Strategy. Execution. Results.
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Analytics for retailersCompetes with big analytics, data, and software firms like Oracle, SAS, IRI and Nielsen
Many partners involved in analysis, review and decision-making designed to:
Optimize a trade spend
Optimize customer offers
Strategy. Execution. Results.
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DemandTec social media tool:Launched: May 2011
Strategy. Execution. Results.
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Tools for staying connected
Follow co-workers and partners
Organize groups
Strategy. Execution. Results.
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Social media: Management principles
De-control: Social activity is unpredictable, so how can a business manage its operations?
Sharingso how can a business tap into this?
Strategy. Execution. Results.
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Crowd service is a great example of sharingSharing
different from the money economy
At a cocktail party, suppose a friend asked you
Strategy. Execution. Results.
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Do NOT offer money, free products, or anything of economic value to encourage sharing!
DO offer:Acknowledgement: Post a comment on an
retweet a smart update Recognitionstatus awards to accomplished contributors Information: Useful data, insight, or non-confidential organizational informationAccess: Direct contact with insiders
Influencing the influencers:
Strategy. Execution. Results.
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People have a natural social desire to punish injustice or selfishness in others
Trust and punishment
Wikipedia works not just because of the 300,000
police it for biased or self-interested writing!
Strategy. Execution. Results.
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E-Bay, Amazon, Wikipedia, and crowd-service involve complex feedback loops
Social networks are systems
Negative feedback loop: Creating vs. punishing
Positive feedback loop: Popularity leads to
more popularity
Strategy. Execution. Results.
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De-control: Acknowledging unpredictabilityPushing on a system
does not produce linear, controlled outcomes
manage a social network or a socially connected organization
control conversation
Instead, you just have to give your honeybees dancing shoes!
Strategy. Execution. Results.
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Five models for enterprise social mediaCentralized: One department
Organic: Allows social media to
Hub-and-spoke: Relies on a cross-functional team to enable others
Dandelion: Multiple hub-and-spoke systems in a large organization
Honeycomb: Rare but effective, empowering individual employees throughout the firm
Source: Altimeter Group
Strategy. Execution. Results.
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Basic principles:
Accept the idea that most people, left to their own, actually want
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Computers will never do everything
important in the social era
4747
BA has well-controlled processes
decision
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Saturdays in Santa ClaraWeekdays visiting schools
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wonderful marriage at home for 36 years
Jim Phillips loves HP!
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Jim Phillips loves HP!
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HighLow
Consumer Involvement
Process Standardization
High
Low Business as usual
Predictable customer
lifecycle eventsEmployees making
non-routine decisions
Threats to cost efficiency
Effective decisions require employees to be:
EngagedEnabled
Surprises, trials and tribulations
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The
(1769)
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There has to be a person in there
What you want:Self-organization
Your employees need to be
Engaged in their work and
Enabled to accomplish the mission