Scott Gow Customer Advocate and Web 2.0 Cynic Thursday, October 2, 2008.

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Scott Gow Customer Advocate and Web 2.0 Cynic Thursday, October 2, 2008
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Transcript of Scott Gow Customer Advocate and Web 2.0 Cynic Thursday, October 2, 2008.

Scott GowCustomer Advocate and Web 2.0 Cynic

Thursday, October 2, 2008

Intro/Agenda

1. First Off, Let me explain the whole “Web 2.0 Cynic” thing

2. Web 2.0 Crash Course

3. What do crowd-surfing and success in the 2.0 World have in Common?

5. What we Learned Today

4. Customer Service 2.0 in the Wild: The Good, the Bad and The Ugly

6. Questions? Answers?

Hey Scott, why so cynical?

First: There is great value in Wikis, Blogs etc.But: hype meter (for some) is off the chartsAnd: How “New” is Web 2.0 or Social Networking,

anyway?

Challenge: sort through the garbage to find the real value, and resist the urge to “just do it”

Your customers will appreciate it

Oh no, I’ve been poked by a zombie!

OK, I’ve heard enough about:

• Facebook & MySpace• Blogs• Wikis• Anything described as “cool”• The phrase “that’s the way the

new generation does it”

Web 2.0 Crash Course

• Blogs• Wikis• Twitter• Viral Video and YouTube• Mash-ups• Crowd-sourcing• Brand-jacking• Prediction Markets

The buzzwords we’re going to cover today (in general order of hype):

To blog or not to blog

Blogging’s not for everyoneAre you ready for the risks of corporate blogs?

1. Negative Comments2. Loss of control over the message3. Neglect4. Misunderstanding the culture of the Blogosphere

If you answered no to any of the above, try something else

Beware “flogs”, “Astroturfing” and “Sock Puppeteers”

Can we make this a wiki?

Sound Familiar? Some “Anti-patterns” to avoid:

• “All wiki, all the time”, and “One Hammer”• “Manager Lockdown”• “Vandals”• “Bullies” – opposite of champion – “Thou shalt wiki”• “WikiNoobs” –replicates pre-wiki ways of doing

business

Source: http://www.wikipatterns.org

Viral Video

• Widespread Popularity (like a virus)• Some intended, some not• Every person with a cellphone is a

budding Speilberg• The “new celebrities”:

– “Afro Ninja”– “Star Wars Kid”– “Don’t Taze Me Bro” Guy

• Diet Coke + Mentos

Twitter

• “Micro-blogging”• 140-character max “tweets”• Web, Email, SMS• 2.2M Users (July 2008)• Follow and Be Followed

Mash-ups

• Mash-up Types: Data, entertainment, etc. • Typical: Existing data + maps = Useful

Crowd surfing?

• You are no longer in control of your brand… You can fight it, or ride it.

• Understand the medium before you dive in

• There’s more of them then there are of you

• Avoid “flogs”, “astroturfing” and “sock puppeteering”

• Support your evangelists

There’s More of Them Then There are of You

• “Dell Hell”• I just want to cancel my AOL• The tale of the Comcast Technician• “Brand-jacking”

– “Janet” poses as Exxon on Twitter– Burger King VP hacks daughter’s email to slight competition– Wholefoods CEO pumps stock on bulletin boards

• I Heart Zappos• Slave to Target

Frauds Will be Trampled

• Wal-Marting Across America

• LonelyGirl15

• AllIWantForXMasisAPSP.com

Let The Crowd Carry You

1. Customer Feedback

2. Idea Generation

3. “Crowd-sourcing”

4. Prediction markets

Four ways to leverage the crowd to do your heavy lifting:

Connecting, not directing Customers and Their Ideas

• Customer, help thyself (and each other)• How do I get in the heads of my customers?• Where will my next great product come from?• don’t suppress communities, support them

Crowd-sourcing

• Harness the creative talents of the crowd• The best ideas/products rise to the top• Broader source of ideas• Results-based payment• Better indication of product success before production

• “Design a shirt” – “Solve a Problem” – “Make us better”

Prediction Markets

• Leverage the “Wisdom” of the crowd• Knowledgeable speculators buy low, sell high• Reward for being “right”, punishment for “wrong”• Based on expectation, rather than opinion• Internal markets: Predict product launch dates, success of

ideas, price points, etc.• DARPA’s Policy Analysis Market (i.e., “terrorism” mkt)

In politics:• Defied polls and predicted:

– Bush to beat Kerry in 2004 (and electoral votes)– Obama to win Iowa primary (January ’08)

Customer Service 2.0 in the Wild

Just plain bad:

• Coca-Cola• Surprising, one of the better “old

Media” brands

Hall of Shame:• “The Zero Movement”• “Save surge”• Vault• Diet Coke and Menthos

Customer Service 2.0 in the Wild

• “Slave to Target”• Unsolicited Brand Evangelist• Target Supported, active early on• Fell back on old ways• Result: One disillusioned brand

evangelist

Started off good:

Customer Service 2.0 in the Wild

Turned it Around:

– From Sleeping Technician to “Comcast Cares”

– From “Dell Hell” to Web 2.0 darling

What Have We Learned?

1. “The Best” leverage existing brands

2. 2.0 won’t work if you’re bad at 1.0

3. You do not control your brand

4. There’s more of them then there are of you

5. The internet has a l-o-n-g memory

6. The Internet moves at break-neck speed

7. Your customers are talking – do you have what it takes to listen?

Questions? Answers?

Scott GowManager, Strategy, Planning and Business Development

E-Government BranchOffice of the Corporate Chief Strategist

Government of Ontario

Email me at: [email protected]

Or…Tweet me on twitter, Friend me on facebook, Read

my blog (when I have one), join my network on LinkedIn, BlackBerry Messenger me… Just don’t

poke me