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This presentation is designed to highlight key shifts in our use of technology and explain what this means for businesses today. The presentation draws upon cyberpsychology in particular to explain people's attitudes towards and motives for using new digital tools, technologies and platforms especially facebook and other social media.
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© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
The new digital consumerWhat businesses need to know and why Eleanor Barlow, Managing Consultant3rdMarch 2011
DIGITAL CHANNEL TRANSFORMATION
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
You’ve gotta be in it to win it…but in the right way
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
Behaviour ImplicationsTechnology
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
Behaviour ImplicationsTechnology
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
Technology facilitates human behaviour.
We continuously evolve technologies to better suit our needs.
New Internet enabled technologies allow us to relate, communicate, buy, sell, share and collaborate more quickly, easily and on larger scale than ever before.
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
Social network platforms
Wikis
Sharing/book marking sites
Online forums/virtual communities
Blogs & micro blogs
Content creation & collaborationSocial
media
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
What does this evolution mean?
==
= New digital channelsFor businesses
=More (or better) ways of doing what we’ve always done
For users
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
What once seemed simple… …has become increasingly complex.
But most businesses aren’t structured in the right way to support this evolution
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
Behaviour ImplicationsTechnology
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
Interaction and consumption via closed networks is increasing
Facebook is fast becoming an all encompassing personalised portal to the digital and non digital world.
Facebook traffic outpaced Google for the first time in March 2010Facebook passed the 500 millon user mark on July 21, 2010Source: Hitwise, June 2010
“Facebook is now ‘This place where 50 per cent or more of our customers live online, where a
quarter of all US ad impressions are – if we don’t go there I’ll be
fired’”. (Michael Lazerow, Wired, Feb 2011).
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
Searching for information or advice via known & trusted contacts will always win out
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
We are developing our digital identities
Aspirationalself
Actual self
True self
Eleanor Barlow
Digital Customer & Channel Transformation
“I am linked therefore I am.” (Gergen, 1973)
Some Social Network Sites, provide us with an environment where we can construct a very carefully moderated version of ourselves - our Aspirational self (Zhao et al. 2008)?
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
As we continue to digitise we find new ways to ‘show and tell’ who we are…
Source http://www.bized.co.uk/
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
…what we do, what we like, what we buy, where and how
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
Channel me: ‘the world will come to me how, when and where I choose’
Eleanor Barlow
Digital Customer & Channel Transformation
Driven by accurate and seamlessly integrated data
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
We want a natural and intuitive experience facilitated by invisible technology
“Any sufficiently advanced technology is indistinguishable from magic.”Arthur C. Clarke
Eleanor Barlow
Digital Customer & Channel Transformation
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
“Fundamentally, privacy is about having control over how information flows. It's about being able to understand the social setting in order to behave appropriately. (boyd, d. 2010. "Making Sense of Privacy and Publicity." SXSW.)
But…issues of trust, control and privacy are still important
Eleanor Barlow
Digital Customer & Channel Transformation
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
Behaviour ImplicationsTechnology
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
We must create solutions which support customer behaviours
Identity development
Discovery & opinion
Control
‘Channel Me’
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
You must know your audience…properly
ONLINE vs. OFFLINE CHANNEL
DEVICE
Demographics Attitudes & Motives
Salience
Location
Context
Then Now
Demographics Attitudes & Motives
© 2011 IBM Corporation
IBM Global Business ServicesBusiness & Customer Transformation
Eleanor Barlow
‘Social’(explicit & implicit)
Automated & ‘intelligent’
(implicit)
User defined/Driven(explicit)
Online and offline behavioural data (web analytics/business analytics/marketing data)
Contextual data (e.g. browser, device, time, location etc)
Previous product purchase information(online &/or in store)
Attitudinal datae.g. sign up/survey data
Social network profile data
Blogs/customer reviews/recommendations Customer profile data
e.g. demographics, preferences
Explicit data = provided explicitly by the userImplicit data = derived by tracking users behaviour whilst using a site/portal
Use all customer data intelligently to provide a seamless and highly personalised experience
eleanorbarlow@uk.ibm.com
Thanks!
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