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The ACCESS Strategy

The ACCESS strategy

Be faster, be easier,
be everywhere,
be always on

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The ACCESS Strategy

The ACCESS strategy

Be faster, be easier,
be everywhere,
be always on

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ACCESS: On Demand Service (Banking)
On Demand Service (Car Rental)
On Demand Service (Groceries)
On Demand Service (Groceries)
On Demand Service (Groceries)
On Demand Service (Groceries)
On Demand Service (Groceries)
The Engage Strategy

The Engage strategy

• Become a Source
of Valued
Content

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Content
Marketing
Photos & Blogs
Infographics
What are
you doing?
Online
“Storytelling”
Video

Branded
Games Mobile Apps
“Native
Advertising”
TheProduct
ENGAGE: Engage strategy
Demo

> 500 Million Views

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Engage:The
OfferEngage
Utility strategy

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Engage:The
ShowEngage strategy
a Personal Face

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Brands The Engage
Becoming strategy
Publishers

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Distribution

Article: “The Pros, Cons and Costs of the


Top 10 Content Distribution Platforms”
Key Factors of The Engage strategy

● Not the same as “advertising”

● Not just about “going viral”

● Content suits the brand

● Production values suit the brand (Blendtec vs Nike)

● Relevant to the customer

● Niche audiences

● Finding right partners (agencies/content companies)

● Strongly or lightly branded?


The Customize Strategy

The Customize Strategy

Make your offering adaptable


to the needs of your customer

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Netflix Today

75% of user activity is based


on recommendations
Personalized
Commerce

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Customize: Personal Packaging
Customize: Mix and Match Products

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Key Factors for The Customize strategy
● Can you customize products/services affordably?

● Paradox of choice – can you give customers confidence to choose?

● Which choices do your customers care most about?

● What motivation to personalize? (self-expression, functional,


interests)

● Get the data: link across silos, assemble a picture of your


customer

● Use the data: segmentation, hyperversioning


The Connect Strategy

The Connect Strategy

Become a part of your


customers' conversations

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Connect: The XX Band

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The Connect Strategy
Facebook

Social Twitter
Customer
Service What are
you doing?
Discussion
LinkedIn
Forums

Brand
Communities Contests
Social Media
Monitoring
Social Media Listening Tools

“50 Tools for Social Media


Monitoring, Analytics & Mgmt”
http://ow.ly/pZPrE
Connect: Track Conversations
Connect: Listen and Learn (What to Li

● Conversations about: ●Conversations on:


– Your brand
– Customer compliments
– Your products
– Customer complaints or
– Your businesses • problems with your business

– Your senior leadership – Comments that provide


evidence of impact of
– Your competitors marketing campaigns

– Topics related to your


business category, esp. at
point of need
Connect: Listen and Learn

EXPECTED: DISCOVERED:

80 things to do 5 things in the


Social Media
to increase first 20 minutes
Analysis
likelihood make the most
guests would positive impact
recommend
Connect: Ask for Ideas

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Key Factors to Connect Strategy
● Ability to act on insights gained

● Ability to respond to criticism

● Expectations are for rapid responsiveness

● How “social” do customers want to be in your


category? (vs. functional/informational)

● Social media overload (does the customer need


another forum or venue?)

● Conversation for its own sake vs. actual value


proposition
The Collaborate Strategy

invite your customers to help


build your enterprise

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One “Wiki unit” = 100 million hours of human thought
“No matter who you are, most of the smartest
people work for someone else.”

Bill Joy - Co-founder, Sun Microsystems

“The best ideas are not inside our company


they are outside; we must never forget that.”

Muhtar Kent - CEO, The Coca-Cola Company


Collaborate: Passive
Contribution

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Collaborate: Active Contribution

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Rodrigo Nino

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