Social Intelligence and the Rise of the Collaborative Economy
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description
Transcript of Social Intelligence and the Rise of the Collaborative Economy
PowerPoint Presentation
exacttarget.com/blogkylelacy.com
@kyleplacy
@kyleplacy
What do I do?
Director
Global Content & Research
Whats Next?
@kyleplacy
Most of our time is spent trying to figure out Whats next? What is going to disrupt the consumer tomorrow. What is disrupting communication today. Ive never actually been able to explain what the teams does so I rely on Louis CK.
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Whats Now?
While we are going to talk extensively about whats next its also important to remember whats now. Whats my customer using now what technology are they using now how are they communicating now whats next is important for strategic development but whats not is important for sales/revenue and ROI.
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Moments Matter
While we are going to talk extensively about whats next its also important to remember whats now. Whats my customer using now what technology are they using now how are they communicating now whats next is important for strategic development but whats not is important for sales/revenue and ROI.
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@kyleplacy #ETFOM
@kyleplacy
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@kyleplacy #ETFOM
@kyleplacy
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@kyleplacy #ETFOM
@kyleplacy
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Collaborative
Economy
@kyleplacy
An economic model where creation, ownership and access are shared between people and corporations.
Yerdle enables neighbors to gift goods - rather than buy
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Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars.
Uber enables P2P transportation largest investor is Google $258m
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Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
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@kyleplacy
@kyleplacy #mixwest14
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
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@kyleplacy
@kyleplacy #mixwest14
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
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@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy #DMAI14
@kyleplacy
@kyleplacy #DMAI14
@kyleplacy
@kyleplacy #mixwest14
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
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Whats causing this movement?
Smartphone massive growth potential with only 30% of total market.
Mary Meekers 2014 Internet Trends Report
How can brands take advantage?
Next, lets talk about shifting services to now becoming marketplaces.
We call this Motivating a marketplace. The naming is specific, you cant own the marketplace, you cant manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
Theres a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
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The key is to convert products into services, services into marketplaces, and marketplaces build products
They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff.
Let me walk through each one in detail and show you how.
First, lets focus on products becoming services. We call this Company as a service
Now that customers want access to products and may not necessarily want to own them, it means that companies
Must change the relationship and offer it a new form through renting, subscribing or event lending beyond just selling.
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The key is to convert products into services, services into marketplaces, and marketplaces build products
They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff.
Let me walk through each one in detail and show you how.
First, lets focus on products becoming services. We call this Company as a service
Now that customers want access to products and may not necessarily want to own them, it means that companies
Must change the relationship and offer it a new form through renting, subscribing or event lending beyond just selling.
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Next, lets talk about shifting services to now becoming marketplaces.
We call this Motivating a marketplace. The naming is specific, you cant own the marketplace, you cant manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
Theres a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
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Next, lets talk about shifting services to now becoming marketplaces.
We call this Motivating a marketplace. The naming is specific, you cant own the marketplace, you cant manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
Theres a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
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Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
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Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
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Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
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http://www.bizjournals.com/atlanta/print-edition/2013/08/23/coca-cola-creating-app-to-help-workers.html?page=all
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Next, lets talk about shifting services to now becoming marketplaces.
We call this Motivating a marketplace. The naming is specific, you cant own the marketplace, you cant manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
Theres a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
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The Building of a Collaborative Economy
People are empowered to get what they need from each other.
The crowd is becoming like a company bypassing inefficient corporations.
Corporations must use these same tools and strategies to regain relevancy.
This requires business model change: product > service > marketplace > repeat.
As a result, companies are resilient: connected, empowering others, efficient, and profitable.
Next, lets talk about shifting services to now becoming marketplaces.
We call this Motivating a marketplace. The naming is specific, you cant own the marketplace, you cant manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
Theres a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
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Social
Intelligence
@kyleplacy
I sensed in MyspaceMy salvation.John GreenAuthor, Fault of Our Stars
Why would you ever want to put pictures of your family and friends on the Internet??
Kyles Mom, December 2003
How do we make one departments outputs another departments inputs?
So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.
Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
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Embed Social Media Across the Fabric of the Organization & Empower Subject Matter Experts
It Starts with Actionable Social Listening
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Marketing
Marketing Insights
Analysis
Sales
Sales Insights
Response
Customer Service
Support
Innovation
Engage
Marcom Paid, Earned, Owned
Proactive Lead Generation
Peer-2-Peer Self Help
Collaboration
Community Driven
Ranters & Ravers
Innovation Insights
Product Feedback
Competitor Insights
UGC
Enterprise Sharing (Aligned w/ Chatter)
NPS
Email + Facebook
So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.
Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
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Would customers reached by both email and Facebook ads be more likely to convert than those reached by email alone? We partnered with an online retailer to find out.
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
TEST GROUP
925,000 email subscribers
MATCHED AUDIENCE
565,000 subscribers (61%) matched to a Facebook Custom Audience
35% opened emails
42% saw Facebook ads
Offline
Conversion
Measurement
Either make into a build or break into two slides:
1. these are the ingredients
2. this is what we did
18% only opened emails
27% only saw Facebook ads
16% opened emails and were exposed to Facebook ads
38% did not see ads or open email
Heres what happened
SAW FACEBOOK ADS ONLY
OPENED EMAILS ONLY
COMBINED EMAIL OPENS & ADS
TEST GROUP:
email openers
18%
ads only
27%
combined
16%
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
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Coordinating email and Facebook ads improved reach.
email openers
ads only
combined
Facebook ads extended email reach by 77%
SAW FACEBOOK ADS ONLY
OPENED EMAILS ONLY
COMBINED EMAIL OPENS & ADS
TEST GROUP:
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
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email openers
ads only
combined
Email openers who saw ads were more likely to purchase.
When reached with Facebook ads,
Email openers were 22% more likely to purchase
SAW FACEBOOK ADS ONLY
OPENED EMAILS ONLY
COMBINED EMAIL OPENS & ADS
TEST GROUP:
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
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Email openers who saw ads also spent more, on average.
Email openers who saw Facebook advertising spent $.54 more than other email openers, at a cost of about $.03 per email opener.
email openers
ads only
combined
SAW FACEBOOK ADS ONLY
OPENED EMAILS ONLY
COMBINED EMAIL OPENS & ADS
TEST GROUP:
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
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It starts with data and ends with an experience
So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.
Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
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The Amazon
Effect/Affect
@kyleplacy
The Amazon
Effect/Affect
@kyleplacy
eCommerce
@kyleplacy
Last mile project how do you innovate around the delivery point.
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@kyleplacy
Last mile project how do you innovate around the delivery point.
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@kyleplacy
via ben-evans.com
Last mile project how do you innovate around the delivery point.
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@kyleplacy
via ben-evans.com
Last mile project how do you innovate around the delivery point.
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@kyleplacy
via ben-evans.com
Last mile project how do you innovate around the delivery point.
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@kyleplacy #ETFOM
@kyleplacy #mixwest14
Last mile project how do you innovate around the delivery point.
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12-25% increase in sales if the transactional message includes personalized product recommendations.
Salesforce ExactTarget Marketing Cloud
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
Humanizing Automation
@kyleplacy
Meet Kyle
Hes the owner of a growing small business in Boston.
As a father of 4 kids hes very cost conscious and drives or takes the train to most locations.
While a subscriber of T & H Clients brandX and brandY emails, hes not a loyalty member.
Small business owner and frequent traveler growing business that has expanded regionally and he will have to start to travel to fuel growth in the northeast region
- very cost conscious
- drives/takes train to most locations
- opted into brand X and brand Y email program not rewards
- has 8 stays in the past three months with brandX, brandY and Days Inn in the throughout the NE each 1-2 nights
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An Upcoming Trip
Kyle has an upcoming trip in two weeks to conference in Texas. He starts searching on brandX.com for a hotel.
Has an upcoming trip in two weeks to conference in Texas starts searching on brandX.com for a hotel
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Promo Email
Kyle receives a promo email from brandX with special rates for the month.
The top three are close to his upcoming tripin Texas so he clicks through and books.
Kyle, Check Out This Months Top Rates
From Portland to Portland weve got you covered.
From $84.15
Dallas, TX
Love Field
Get the most out of your next Dallas business trip and book a room at our brandX by T & H Client Dallas Love Field hotel.Read more
Book Now
From $101.15
Irving, TX
Las Colinas
brandX by T & H Client Dallas/Las Colinas hotel, near Dallas Fort Worth International Airport. Located off Route 114Read more
Book Now
From $101.99
Richardson, TX
Richardson
Nestled in the heart of the Telecom Corridor north of downtown Dallas, TX, the brandX by T & H Client Richardson/DallasRead more
Book Now
Receives a promo email from brandX with special rates for the month, the top three are close to his upcoming tripin Texas - clicks through and books
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Confirmation Email
Kyle receives his confirmation email which invites him to enroll in T & H Client Rewards.
Welcome!
Your brandX by T & H Client Confirmation is below.
Name
T & H Client Rewards
Confirmation Number
Arrival Date
Departure Date
Check-In Time
Check-Out Time
brandX Love Field
650 N. Stemmons Freeway, I-35E Exit 434A Empire Central, Dallas, TX 75247 US
Kyle Thompson
Enroll Now
74589AH67DH
1/24/14
1/26/14
3:00 PM
11:00 AM
Receives his confirmation email which invites him to enroll in Rewards
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Welcome Series
Upon signing up for T & H Client Rewards Kyle receives a series of 3 emails from the Welcome drip campaign which aims to:
Thank
Educate about the program
Incentivize to complete his profile
Welcome To T & H Client Rewards
Total Points; 0
Complete Your Profile
Free Bonus Points!
Tell us more about yourself and receive bonus points towards your next free stay.
3x Welcome/Onboarding series to T & H Client Rewards
Thank you, education about program (how to add previous stays), incentive to complete profile (get bonus rewards points)
Shows he mostly books for business, looking for best value and business amenities (wifi)
Show snapshot of contacts model now that profile center has been completed (explicit data)
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Show snapshot of contacts model now that profile center has been completed (explicit data)
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Browse Retarget Email
Kyle receives a browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY.
As a result he books his stay.
Your Parsippany Stay Awaits
Get a free, hot breakfast and WiFi at brandY
brandY Parsippany
949 Route 46,
Parsippany, NJ 07054 US
A warm bed, hot breakfast, and free WiFi come standard when you stay at brandY.
Book Now
Jump ahead a few months
Browse Retarget
Has upcoming meeting in Parsippany, browses brandY in area
He doesnt purchase without doing more research, so he plans on searching tonight at other hotels
He abandons his search
Receives browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY, he purchases
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Jump back to the contacts model to show how contact has updated with implicit (browse/purchases/past stays) data
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Gets a notification
After checking-in he gets a push message with a $5 off coupon.
Checks-in he downloads the new T & H Client hotel app and opts in for alerts during this stay
After check in he gets a push message for free drink
Meets up with colleagues to review presentation
Gets another push message with reminder with the free breakfast hours
As he leaves in the AM for his presentation, he gets a Push asking to confirm a email copy of his receipt
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Gets a notification
Before retiring for the evening Kyle receives a Push Notification reminding him of the free breakfast in the morning.
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Gets a notification
After he leaves for his presentation in the morning he receives a Push Notification asking if hed like to receive an email copy of his stay receipt.
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Email Receipt
After his stay Kyle receives an e-Receipt with a partner offer to sign up for the T & H Client Rewards Visa.
Inbox (1)
Your Recent Stay e-Receipt
E-Receipt
brandY
949 U.S. 46, Parsippany, NJ 07054
Room
Arrival Date
Departure Date
Adult/Child
Room Rate
Rate Plan
T & H Client Rewards #
213
1/27/14
1/28/14
1/0
$59.00
LW-T
675930992
Stay Total
$65.24
EARN POINTS TOWARDS
FREE NIGHTS
WITH T & H Client REWARDS VISA
Email receipt from stay
Business traveler and easier to keep record of
Include Partner offersT & H Client rewards visa card
Contacts model
With this stay he hits Gold status and receives an email congratulating him and reminding him of his perks
Thank him for his loyalty
Makes connection to leisure travel use rewards points
Highlight his activity
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Email Newsletter
Fast-forward 3 months Kyle receives his monthly rewards newsletter and there is a promotion for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family.
T & H Client Rewards Newsletter
How will you use your rewards?
Total Points; 42,000
Want to find the perfect getaway?
Try our all new
TRIP FINDER
Start Now
Fast forward 3 months he receives his monthly rewards newsletter and there is a promotional for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family.
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Trip Finder
Kyle answers a series of questions which helps the ExactTarget Customer Intelligence engine determine the best trip for him.
T & H Clientrewards.com/tripfinder
Mon 3.31 PM
Web Browser
Find Your Perfect Trip
Next
Back
How will you arrive at your destination?
Drive
Fly
Goes to guided trip planner
Business vs leisure
Type of destination (beach, nature, city, amusement parks, etc)
Price range
How to pay for his trip Points v Cash (since he is logged in it takes into account his points and shows him how many he has)
Driving or flying
Helps him pick the perfect location and hotel from across T & H Client hotels that will meet the needs of his family and stay within his budget by using his points
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Trip Finder
After he submits his answers T & H Client displays the results.
Mon 3.31 PM
Web Browser
Your Perfect Trip Results
T & H Client Grand Resort - Walt Disney World
Orland, FL
Located in the heart of Orlando, Florida, enjoy sophisticated charm and Mediterranean-inspired comfort minutes from the areas top theme parks, golf courses and attractions. T & H Client Grand Orlando Resort is surrounded by 500-acres of the stunning woodlands of Bonnet Creek.
Book Now
T & H Clientrewards.com/tripfinder
Kyle is going to Disney with his family T & H Client Grand Resort
Two days prior he receives pre-trip email and it contains a suite upgrade he clicks through and accepts next best offer
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On Vacation
On day two at the pool he posts a picture of the family enjoying the vacation.
He then receives a response from T & H Client with an offer for free ice cream for the kids during his stay
Kyle Thompson
5 minutes ago
T & H Client Hotel Group
2 minutes ago
Glad youre enjoying your stay. Bring this to the concession stand for free ice cream for the kiddos!
On day two at the pool he posts a picture of the family enjoying the vacation -> he then receives a response from T & H Client with an offer for free ice cream for the kids during his stay
Kyle then receives a email thanking him for bringing his family to their resort and ask him to rate and review the trip. After a great trip, with great service he goes online and provides a stellar rating.
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Experience
equals
Relevance
We must move from numbers keeping score to numbers that drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
exacttarget.com/blogkylelacy.com
@kyleplacy
Kyle Lacy
This video is about Louis CK Video
Louis CK Video
Kyle Lacy
Louis CK Video
Louis CK Video
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