@fionas_h

WEB 3.0

fiona-scott-handley

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Your customers are shutting out your noise and organising themselves around the messages they want to hear.

SO….. WEB 3.0 ?

The whole web is mobile

The whole web is social

Source:  slideshare.net/kleinerperkins/kpcb-­‐internet-­‐trends-­‐2013  

Mobile just overtook desktop in China

MOBILE

This wasn’t ‘meant’ to happen until next year

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The 7 steps to greatness*

SO….. ARE YOU READY?

*as decided by me

•  Listen  •  Sort  your  strategy  (what  value  

do  you  add?)  

•  Rally  the  troops  (virtual/out-­‐sourced/in-­‐house)  

•  Get  going  

•  Test-­‐learn-­‐adapt  •  Measure    

Listen

STEP 1:

Which means you have to be quiet for a bit!

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Brand

STEP 2:

Know what you stand for

How will you tell your story?

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Strategy

STEP 3:

Get it sorted FIRST

Understand the value your brand adds

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Infrastructure

STEP 4:

Rally your troops (get your own A-Team!)

You can have a real or virtual team

Outsource for gaps in expertise

Process, process, process

Get going

STEP 5:

Don’t wait for it to be perfect

Just have a structure in place

Track who’s doing what

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Test – learn - adapt

STEP 6:

Quickly

Use A/B testing

Learn and move on. Don’t linger.

Create your own wisdom

Measure

STEP 7:

Customer knowledge (behavioural or buying insights)

Advocacy (use your audience to talk to their audience)

ARPU increases, churn decreases

Brand metrics

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