How social & mobile media are changing the way we do business
[email protected]@jcaudron
1maandag 11 maart 13
@jcaudron
• a digital consulting company
• founded in 2009 by Jo Caudron
• our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media
• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...
• We work for large European clients
2maandag 11 maart 13
@jcaudron
Our Field of Activities
Impact on traditional communication, media, business, ...
Online Media Social MediaMobile & Tablets
Future
3maandag 11 maart 13
@jcaudron 7.000.000.0004maandag 11 maart 13
@jcaudron 7.000.000.000
2.000.000.000
5maandag 11 maart 13
@jcaudron 7.000.000.000
2.000.000.000
1.500.000.000
6maandag 11 maart 13
@jcaudron 7.000.000.000
2.000.000.000
1.500.000.000
6.000.000.000
7maandag 11 maart 13
Change & Disruption
Digital
x
Online
Social
xMobile
= =
8maandag 11 maart 13
@jcaudronDigital Transformation Model
TV
Rad
io
Prin
t
Billb
oard
s
DM
Dig
ital M
edia
(on
lin/s
ocia
l/mob
ilr)
From ... ... to
Sale
s
Mar
ketin
g &
Com
mun
icat
ion
Serv
ice
& S
uppo
rt
HR IT
PR &
Ext
erna
l Com
mun
.
R&
D &
Ent
erpr
ise
2.0
Digital Change (online/social/mobile)
9maandag 11 maart 13
Transforming Retail
10maandag 11 maart 13
@jcaudron
Source: Empathica, July 2012
11maandag 11 maart 13
@jcaudron
12maandag 11 maart 13
@jcaudron
Virtual Shelfs
13maandag 11 maart 13
@jcaudron
“Showrooming”
14maandag 11 maart 13
@jcaudron
“Showrooming”
15maandag 11 maart 13
@jcaudron
m-tail
16maandag 11 maart 13
@jcaudron
0
25
50
75
100
2011 2012 2013 2014
m-tail traditional retail
m-tail
17maandag 11 maart 13
@jcaudron
Mobile wallets
(shopping)listsproduct infomoneypaymentspromo’s & couponsloyalty
But what about the cash register?
18maandag 11 maart 13
@jcaudron
Paperless Retail
(now that is a great idea to create a permanent and on-going connection...)
19maandag 11 maart 13
@jcaudron
Take control over the initiative
Don’t make the customer become your enemy, make him your partner in a trusted and respectful relationship
20maandag 11 maart 13
@jcaudron
Mobile
BIG DATA!21maandag 11 maart 13
@jcaudronBIG DATA!
Mobile Stuff
Mobile
Tweets Check-ins
Sensor dataMachine2Machine (IoT)
(Youtube) videosSpotify Streams
Facebook Stuff
All the traditional (structured) input
The quantified self
22maandag 11 maart 13
@jcaudron
Mobile
BIG DATA!
oops
23maandag 11 maart 13
@jcaudron
How does the social and mobile data-buzz becomes meaningful?From manual to machine?
24maandag 11 maart 13
@jcaudron
How do you get unstructured thoughts, emotions, intentions, opinions, ...
of billions of people in a database?
?
25maandag 11 maart 13
@jcaudron
You can use social media and big data to predict the future of the world
26maandag 11 maart 13
@jcaudron
But can you predict the next purchase of one individual?
- who’s able to work out the actual business rules?
- what business people are able to use these rules to do business?
27maandag 11 maart 13
@jcaudron
B I GDATA
SMALL DATA
Mobile
Apps+Location+ Profiles+Social Recommendations
feed trends
add live intelligence
Relevant individual solutions
28maandag 11 maart 13
IntroducingRELEVANCE MARKETING
It’s about building respectful relationships with customers, based on relevant communication, providing value for both sides, without annoyance or intrusion.
And it is finally possible today.
Location Based Services
(relevant now and here)
(App-)CRM(relevant for who I am)
Peer-Pressure and Peer-Guidance
(because I trust my social network more than I trust
brands)
Brands as Friends(because you tell me stories
and provide me with real value)
Online + Social + Mobile
29maandag 11 maart 13
Key take-aways
30maandag 11 maart 13
@jcaudron
In the digital world, the customer is in control
31maandag 11 maart 13
@jcaudron
In the digital world, the customer is always better informed
32maandag 11 maart 13
@jcaudron
Use technologye to be relevant, help and service, not to spam
me
You are here for the customer, not the other way around
33maandag 11 maart 13
@jcaudron
Small is beautiful
34maandag 11 maart 13
@jcaudron
Don’t you even try ...
35maandag 11 maart 13
@jcaudronIt’s a fundamental change
TV
Rad
io
Prin
t
Billb
oard
s
DM
Dig
ital M
edia
(on
lin/s
ocia
l/mob
ilr)
From ... ... to
Sale
s
Mar
ketin
g &
Com
mun
icat
ion
Serv
ice
& S
uppo
rt
HR IT
PR &
Ext
erna
l Com
mun
.
R&
D &
Ent
erpr
ise
2.0
Digital Change (online/social/mobile)
36maandag 11 maart 13
@jcaudron
Beware of Macro-Myopia*
*the trend to overestimate the impact of change on the short termand to underestimate the impact of change on the long term.
Don’t say I didn’t warn you ;-)
37maandag 11 maart 13
How social & mobile media are changing the way we do business
[email protected]@jcaudron
38maandag 11 maart 13