Business in the digital world - University of Stavanger 290914
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Guest lecture about Digital and social media at the University of Stavanger.
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Business in the digital world - University of Stavanger 290914
- 1. Business in the digital world Entrepreneurship and Business Planning 29.09.2014 Alain Fassotte - Director of Sales and Senior Consultant creuna.no alain.fassotte@creuna.no alainfassotte +47 920 611 16 AFassotte alainfassotte
- 2. © Creuna
- 3. Agenda 1. Short about Creuna 2. Social media and the digital evolution 3. Customer experience management 4. Mind the communication gap 5. Key takeaways, a case and discussion © Creuna
- 4. Driving change in a connected world © Creuna
- 5. 340 visionary peoples © Creuna Page 5
- 6. Aarhus Helsinki Helsingborg Oslo Gothenburg Copenhagen Stockholm Stavanger © Creuna
- 7. Some of the biggest Nordic brands © Creuna
- 8. What we do © Creuna strategy +design +technology eCommerce Company sites Information Sites & Portals Brand sites Intranet Customer Experience Design Service Design Branding and Advertising Content Management Online marketing Campaigns Mobile Social Media SEO/SEM Analytics & Insights Content production
- 9. Technology Design Strategy Cross disciplinary
- 10. Why are we in social media? If you were the only human on earth. Would you paint a painting or write a song?
- 11. Sharing!
- 12. Social media is nothing new! © Creuna
- 13. It´s digitalization of normal human behavior.
- 14. It´s all about building our own identity, also in the digital world.
- 15. It´s faster, more effective, cheaper and has further reach than the tools we had before. © Creuna
- 16. “Social media has changed the old fundament of power in the world,
- 17. - through democratization and establishing new digital hierarchy's
- 18. The Arab spring © Creuna
- 19. © Creuna
- 20. © Creuna
- 21. How many work offers? 72 How many relevant? 45
- 22. © Creuna
- 23. © Creuna The great potential Customar Technology Buisiness User fokus - Low focus on the buisiness needs Traditional marketing and branding- Low focus on customars needs. Direct customar dialog - Low focus on efficiency and innovation
- 24. It is all about understanding and respecting the power and expectations the costumer have to your company © Creuna
- 25. Customers no longer separate markting from the product. -it is the product. © Creuna
- 26. They don´t separate marketing from the in-store or online experience. -it is the experience. © Creuna
- 27. In the era of engagement, marketing is the company. McKinsey 2011. © Creuna
- 28. Do you know this brand?
- 29. All that can be digitalized, will be digitalized!
- 30. The greatest treat to any company is lack of digital strategy
- 32. Remember that your costumer does not come alone to your store anymore. They bring their hole digital network with them.
- 33. 3. CXM
- 34. - A new costumer journey Search © Creuna Attention Interest Desire Ask Compare Discover Action Decide Ambassador Use support Share Trust find like love Friend Personalize
- 35. THE WEAKEST LINK © Creuna
- 36. ∞ It´s a continuous customer journey before under Sales communication after © Creuna Creuna
- 37. Where does the customer get purchase information from? Social media User Reviews Online Advertising Expert Reviews Word Of Mouth Official Brand Websites TV Advertising 54 % 52 % 51 % 46 % 45 % 44 % 40 % © Creuna Kilde: Nielsen – The role of content Mars 2014
- 38. 97% of customers goes through a buying process without your company being involved! Kilde: McKinsey & Company
- 39. 93% of B2B purchases start with a web search Kilde: McKinsey & Company
- 40. ∞ It´s a continuous customer journey before The total customer under experience after © Creuna Creuna
- 41. ∞ The total customer experience Sales Marketing © Creuna
- 42. ∞ The experience is the brand The total customer experience Sales Marketing © Creuna
- 43. “Our organization is so complex that it is only the customer that can see the total picture”
- 44. 4. The communication gap
- 45. The market leaders? Product leader Operational excellence Client intimate - middle-of-the-market products at the best price with the least inconvenience. - best product and inovation, period! - specialize in satisfying, unique needs and relationships
- 46. 5. Key takeaways and a case
- 47. ∞ The total customer experience Sales Marketing © Creuna
- 48. - A new costumer journey Search Discover © Creuna Ask Compare Decide support Share Ambassad Use or Trust find like love Friend Personalize
- 49. © Creuna concept and design activities and channels evaluate and measure implementation
- 50. analysis ambition strategic CXM implement © Creuna concept and design activities and channels evaluate and measure choices concept and cxm direction Doing the right things Doing things right
- 51. Implement!
- 52. ∞ On all touch points before under after © Creuna Creuna
- 53. ∞ And your organisation The total customer experience Sales Marketing © Creuna
- 54. Case: Rottefella
- 55. + - 1. Analysis • Positive associations • High market share in Norway and internationally • High level of innovation • High volume • Low preference for the binding • Low knowledge of the bindings roll • Low margins • Many sub-brands © Creuna
- 56. 1. Analysis © Creuna
- 57. 2. Ambition and strategic choices • Take back ownership of the binding • Clarify the roll of the binding • Show the Rottefellas quality © Creuna ”Superior transmission of power from man to ski”
- 58. 3. Concept and CXM direction User oriented communication both digital and traditional The user in the center And the roll of the binding © Creuna
- 59. © Creuna
- 60. Rottefella Brand strategy, new identity and tons of stuff to tell the world that we’re here to stay © Creuna
- 61. © Creuna
- 62. © Creuna
- 63. © Creuna
- 64. 4. Results “Powered by you. Technology by us.” © Creuna
- 65. Worth remembering 1. Lack of digital strategy is the biggest weakness today 2. Social media is only digitalization of normal human behavior 3. Social media has changed the old fundament of power in the world 4. Customer journey has become more complex 5. Identify all the contact points on the customer journey 6. Give the customer reel value in all contact points 7. Decide what kind of market discipline your business belongs to 8. Make a solid strategy based on insight, ambition and an overall concept 9. Work cross disciplinary and across internal silos 10. Remember that the customer always sees the whole picture © Creuna
- 66. Thanks! Any questions? creuna.no alain.fassotte@creuna.no alainfassotte +47 920 611 16 AFassotte alainfassotte