Digital Trends Snapshot 2010
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4th August, 2010
John Horsley, Client Services Director, Econsultancy.com
Digital Trends : Snapshot 2010
Online Customer Complaints Crowdsourcing Social CommerceMobile
Vodafone Direct Sales, Team Briefing
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| 13 January 2008 | Course Title| 2
Online Complaints & Online Customer Service
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Online customer complaints
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Online complaints & customer service
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Brand rating sites and apps
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Complaints on Social Networks
Complaints on social networks
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- Provision Of Customer Service * Resolution Of Issue * Providing Help And Advice (product) * Reputation Management
- Retention Of Existing Customers * Providing answers / solutions - where the customer is
- Conversion Of New Customers * Prospective customers seeking advice * Unhappy customers using competitors service
- Competitor Intelligence * Issues with new products * Consumers attitude towards competitors services & products
- Product Development * Development of products, plans and pricing * Makes company aware of any issues * Services
Online complaints handling
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CrowsourcingWikipedia, “Crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to a large group of people or community (a crowd), through an open call”.
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Changing Relationships
The changing relationship of consumers and brands
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Crowdsourcing Examples : Vodafone
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Crowdsourcing Examples : Papa Johns
Top 3 submissions go on sale 2nd - 29th Aug
Winner gets: - Pizza for life - Appearance in TV ad - 1% of sales up to $10K
Papa John’s Facebook Competition
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Crowdsourcing Examples : Lego Mindstorm
Lego MindStorms.com
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Lego Mindstorm
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Crowdsourcing Market Research
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Crowdsourcing cycle of adoption
Gartner, hype cycle - This generally how technologies are adopted.
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Loyalty Sales
Customer Engagement
Co-Creation& Insights
Brand & Design
Advocacy
Loyalty
Brand Value
Sales & Business Growth
Product Dev& Innovation
Crowdsourcing effect on sales
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Social Commerce
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Timing of 5 Overlapping Eras
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78% believe that consumer recommendations are the most credible form of advertising.(Nielsen, “word of mouth the Most Powerful Selling Tool, 2007).
Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. ("Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," JupiterResearch, March 2007)
Power of a review on purchase
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Increased social traffic to Retail 500
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mCommerce
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Searches for gadgets
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Growth in mobile phone sales
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Smartphone sales increased by 48.7% to 54.3 million units in this year's first quarter [Source: Gartner, via AOP Digital Landscape Report, June 2010]
Smartphone usage is up 70% and growing faster in the UK than Europe [Source: Comscore/GSMA MMM, via AOP Digital Landscape Report, June 2010]
There are 15,375,945 mobile media users in the UK. (3 month average to January 2009) [Source: M Metrics via Orange survey, March 2009]
Web traffic from mobiles is already estimated to be growing 8 times faster than web traffic from UK PCs. [Source: Deloitte]
Smartphone Addicts
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37% of smartphone owners have purchased something non-mobile with their handset in the past 6 months.
19% of total smartphone owners have purchased music from their device, 14% have purchased books, DVDs, or video games and 12% have purchased movie tickets.
41% of iPhone users and 43% of Android users are most likely to check sale prices at alternative locations from their mobile phones while they are shopping.
The second most likely activity is accessing consumer reviews, with 39% of iPhone owners and 31% of Android owners investigating reviews from their handset before they purchase.
Smartphone mCommerce transactions
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Amazon made $1billion in sales via mobile in past 12months.
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O2 iPhone app
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Vodafone Apps
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Marketing agency Sponge, found that 40% of retailers questioned have no plans to use mobile in the next 24 months.Internet Retailing June, 2010
Fantastic first mover advantage for the 60% who do see the opportunity.
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Summary
• Complaint - Every cloud has a silver lining• Consumers relationships with brands are changing• Be where your customer is • Crowds contain wisdom and generate sales • Gain eyeballs, advocates and revenue through social commerce• Mobile is a 2 way communications channel - beyond utility
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Thanks for your time
Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 80,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation.
Join Econsultancy today at http://econsultancy.com. All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009.