Working Three

Being responsible with consumer data

mark — Mon, 20 May 2013 05:28:47 +0000

Social media is changing the way that marketers think about the world around them. Platforms like Facebook are not just new ways of reaching audiences, they also contain huge volumes of data about each individual. Every time a Facebook user “likes” a page or connects with someone else a record of that event is created. Combined with the demographic data that already exists, this activity can tell marketers a lot about the people they are interacting with. If you are interested in seeing what your data profile looks like go to http://www.wolframalpha.com/facebook/.

All this information and insight to potential behaviours and preferences is part of the promise of big data marketing. But there’s a problem. Now that brands have caught onto the value of this data they are busy trying to collect it in any way possible – and while Facebook allows you to collect data, that doesn’t always mean it’s a good idea. If companies get individuals to provide personal information unwittingly, or use it in ways that don’t add value, then this system for gathering, analysing and utilising data could break down.

The average person knows that companies want his or her data. After all they are asked to provide it all the time. But for many people this is starting to get scary. So how can a brand get what they need but leave individuals feeling “safe”?

It’s not that difficult. Just follow these four simple rules:

Only ask for what you need

Imagine a world where, as you walked in a supermarket, you were greeted at the door by a bouncer who asked you to hand over your wallet and passport. Nobody would go there. This is how people see forms that ask for lots of information at once. It’s an invasion. They may give you that information but only if they trust you.

So only ask for the minimum information you require.

Describe how the data will be used

Be open and honest. If you are going to email the customer later tell them. When people know they have a choice, the sense of empowerment can build trust.

Think of it as a trade – offer something of real value

If the data is valuable to you then find a way to reward people for sharing it. And reward every additional piece of information they supply.You are engaging in a trade. They are giving you something and you should reciprocate. It may just be through access to a bit more information or functionality but it is still a reward for the behaviour you are seeking.

Don’t go back on your word!

If you have earned an individual’s trust don’t undo all of your good work by doing something stupid. Treat each person like a partner and you will build goodwill.

The data from social media can be an extremely powerful tool to help drive sales and change the way you think about your customers. But always remember it’s a record of your customers’ life. Treat it with respect.

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Oh how times have changed..

admin — Fri, 17 May 2013 03:54:11 +0000

Oh how times have changed.. #oldschool #apple #mouse

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Fill in the blanks to join the rich and famous

admin — Fri, 17 May 2013 03:54:07 +0000

Fill in the blanks to join the rich and famous #startups… Read More

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So this is how it’s done..

admin — Fri, 17 May 2013 03:54:03 +0000

So this is how it’s done.. #startups

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Innovate or die

mark — Mon, 06 May 2013 05:54:05 +0000

A recent study by online analytics company Experian looked at the browsing habits of people in the United Kingdom, United States and Australia. They found that people are spending the majority of their online time on social media sites. In fact, the study found that respondents spend 27% of every hour online interacting with social networks.

With statistics like these it is little wonder that market leading companies are intensely focused on customer-centric innovation in the social media space. For example, Nike has launched a new platform that enables customers to use their Instagram photos to customise a pair of sneakers. With Nike PHOTOiD you can choose an Instagram photo which then applies the colours from that image to a pair of Nike shoes. Of course, you can then also purchase the shoes and have them delivered. By enabling customers to use their own photos to customise a pair of sneakers, Nike has created a way of purchasing their product with a personal memory and association already built in.

Nike are not the only ones embracing customer data and social interactions as a core force of business innovation. In fact, digital innovation is no longer being seen as an option. It is necessary for ongoing brand survival. So, what do you need to do to start this process in your organisation?

Define the vision

A successful innovation project needs a clear vision. The vision should take into account how the customer will interact with you and how that interaction will be an expression of the brand. The vision needs to be communicated clearly to all involved and built into the DNA of the project team. Nike’s PHOTOiD is an expression of the brand as an efficient way for customers to see the vast variation in colours a Nike sneaker can come in. It provides value to the customer instantly by using their own data, in this case photos, to customise the experience.

Prototype quickly

Truly innovative ideas do not come from “best practice” examples. They are new and exciting ways of engaging your audience. But that means there can be some elements of risk. The way to manage this risk is to look at the elements of the innovation and develop prototypes to test them. This allows small failures to be part of the process. In fact, they should be embraced. Thomas Edison once famously said: “I have not failed. I’ve just found 10,000 ways that won’t work.” Prototype and test to evolve your thinking rapidly.

Connect with the customer

Successful innovations in the social media space allow brands to connect with their market in really interesting ways. If you can let the user see how your brand interacts with their network or data then you will create something unique and truly innovative.

In today’s hyper connected and interactive world finding ways to get your customers to engage with your brand is not easy. Spend the time to be truly innovative and you will begin a whole new phase in customer relationships.

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New (old looking) coat rack. Turns out one is the…

admin — Wed, 01 May 2013 03:53:45 +0000

New (old looking) coat rack. Turns out one is the loneliest number.… Read More

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