Friday, 13 May 2011

Groupon Interview

A few months old now but a really interesting Radio 5 interview with Groupon UK and one of the restaurant businesses who use them to counter the big chains ( Pizza Express ) discounting with vouchers.

Worth a listen

Friday, 6 May 2011

IKEA 365 Campaign -

It seems that IKEA are running a 365 day long campaign - thats longer than the shelving they sell, when I get my hands on them!!

Not seen it how they have tied it in with Social, Mobile and bringing the global local, but a great opportunity missed if they don't integrate with other channels

Wednesday, 4 May 2011

An A to Z of eCRM - Z

Z is for ZZZZZZzzzzzzzzzzzz

Don’t turn your email newsletter into a Snoozeletter.

You spend all that time encouraging people to subscribe to your emails, there is an initial honeymoon period when it’s all new and lovely, but the novelty wears off and the same old content starts to become irrelevant and engagement drops. 

And what happens? Divorce. The customer or prospect unsubscribes or just ignores your emails and they end up losing priority in the inbox.

Keep it relevant, keep them awake!

Tuesday, 3 May 2011

An A to Z of eCRM - Y

Y is for Yare

Yare means characterized by speed and agility.

And that’s exactly what eCRM has to be now and in the future. 

Consumer engagement takes place at light speed. Negative reviews spread like wildfire across communities…perhaps slightly faster than positive ones.

eCRM has to be ready to be of the moment, sometimes to capture that opportunity to spark a conversation; clinch a deal or to amplify a positive sentiment.

So that means having the strategy, processes, people and tools to allow you to do that.

Monday, 2 May 2011

An A to Z of eCRM - X

X is for X-Ray

Ok, so I got stuck on X.

But what we are trying to do with eCRM is to get under the skin of the customer and really understand them.

We have to remember,however, that an X-ray is just a snapshot in time and can often give a much distorted view of what is actually going on. Whether or not the customer is one of our best or is worthy of cross or up sell communications can't be determined as a one off.

Today’s Open and Clicks, yesterday’s Social Mentions are of no use without understanding the context and trend within which they sit.

Sunday, 1 May 2011

An A to Z of eCRM - W

W is for Wisdom of the Crowd

You have two similar restaurants to choose from on an unfamiliar high street. One is empty and one is crowded. Which do you choose?

About half of Europe has a Facebook account – when the other half look for a Social Platform, where will they look first?

Metcalfe’s law is that the value of a network is the number of users squared (n2).

Gianfranco’s Law of Crowds – Attraction of a network is based on .

(The Number of Users × The Number of Users you know × The Number of Sites it gives you access to
                 (The Number of Ways it Offers Brands the Opportunity to Gain Access to you)2

Conversely a Brand can learn a lot from the Crowd ( look at how Starbucks use the crowd for product development through ),but remember that sometimes the needs of the one outweigh the needs of the many.