Lyit strategy.pdf wk#11
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Transcript of Lyit strategy.pdf wk#11
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Gareth Dunlop Managing Director
1.INTERRUPTION2.BEHAVIOURAL
3.PERMISSION
THE NEW CUSTOMER REVOLUTION The Customer
WHAT DO THEY LOOK LIKE?
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get your priorities right focus on what matters to your customers
self actualisation
self esteem
social belonging
safety and security
physical survival
MASLOW’S HIERARCHY OF NEEDS
self actualisation
regular updates
relevant content
easy navigation
quick download
NIELSEN’S HIERARCHY OF NEEDS
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The Crowd WHAT DO WE BELIEVE
ABOUT IT AND WHAT IS ITS VALUE SYSTEM?
DIGITAL
footprint shadow
voice
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POWERFUL
April 2008
10m #1
July 2009
52m #4
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Oct 2009
11m #9
1771 You cannot control the
message ... Your web
presence is not your website
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WISE
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Listen to your users
PROPHETIC
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COCREATION the marketplace finishes the messages co-created by the company
RESISTANT TO MARKETING customers gravitate to what matters to them
WE’RE NOT PERFECT great companies will be those who excel in transparency
ADVOCACY good engagement allows customers to be advocates
RESPONSIVENESS response must be in real time – minutes not days or weeks
CONSISTENCY digital experience should be the same in work / on the road / at home / leisure
COMMON SENSE gut feel and common sense still beats technology every time
DELL KEY FINDINGS INFLUENCED NEVER
CONTROLLED
TRIBAL
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3. The Long Tail – do it right!
3. The Long Tail – do it right!
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Q & A AND POTENTIAL
HECKLING
Gareth Dunlop Managing Director
[email protected] www.ionology.com
048 9045 5911