How Can Artificial Intelligence Accelerate Audience Influence & Engagement
Roy Ionas – CEO and Founder, LeadSpotting
PANEL SESSION: RECIPE FOR SUSTAINABLE ONLINE GROWTH
Innovation goes both ways. Top down and bottom to up.
You are trying to solve problems for your customers. Give them tools to customers and employees doing the actual work to provide suggestions.
Put customer first – like Amazon.
What value are you providing to your customers? What problems are you solving?
Gather information: To make sure that what you are doing that will solve a problem. Small trends and behaviours can mean something too. You can do mini experiments and scale them up if they work.
Small scale experiments. They don’t need to cost any budget. Get people talking about it (internally) You don’t have to involve lots of people, too.
These doesn’t have to be scientific. It just needs to give tips and hints.
Take the fear out of change and innovation.
Do you have a testing, experimental or innovation budget?
Metrics are everything. If you can not measure it, you should not be doing it.
Time spent on site is not the only metric for Facebook. They focus on meaningful time spent. (Burak note: Facebook limit newsfeed content that is shown in each session.)
Your organisation needs to have a mindset about metrics.
(Burak: It needs to become the part of company culture. Decisions needs to be data driven compared to gut-feeling most of the time)
Good ideas can come from anywhere.
Innovation should not be done by the same team/person. Get people together for 1 day and see what kinds of ideas can come out of it (Burak: All inclusive 1 day innovation workshop for B2D and SCP?)
How to tackle culture:
You need to be open to anyone and any idea. Employees should not be afraid to suggest stupid ideas. Also make sure people needs to get credit for their ideas.
Utilize data and innovation champions in the organisation to spark ideas and engage employees.
You need to represent customer base in decision making process.
AI in digital strategy.
User engagement with the content. Recommendations.
Do you really need AI or machine learning?
Voice control. 50% of search will be voice in 2020.
How do we adapt to continue engage with these customers.
Voice – younger demographics.
Attribution – Google Amazon Apple, voice interaction.
You are not typing in and getting 10 results. On voice 90% will be the one choice.
AR – Augmented reality. Interacting digital with real world. A bit over-hyped.
Make it useful not just for the sake of tech.
You can get anything as a service.
(Burak: Year of books: One book delivery per month )
Try to deliver change not in the country that you are in the world.
Most interesting things are not published. Events.
Design Thinking is a design methodology that provides a solution-based approach to solving problems.
HEAD OF MARKETING DIGITAL, AMAZON UK
Thinking customer first in a time of disruption
Customer behaviour is changing constantly.
How customers are evolving?
Price, value, post purchase, experience, relevancy
Huge load of expectations.
I want it now. I don’t want to wait for 10 minutes on the phone.
Maintain customer trust in the long term.
Netflix – learns from customer experiences, producing own content accordingly.
1- Focus on customers: Abstract customer needs, as simple as possible.
2- Move quickly to harness capabilities in the market
Cost of acquisition vs cost of retention
Cost of providing alternatives is coming down
Levers to accelerate impact.
1- Ability to gather lots of data
2- Machine learning
1- Customer first. Make it the guiding force in every place of your business.
It is not responding or reacting to every piece of feedback you get. Think long term.
You need to know how to de-prioritize.
2- Ask right questions in leadership level.
Focus on a problem customer is trying to solve.
3- Integrate deeply in the core business.
4- Execute, set up the right ways of working
Before evaluating, is it executed properly?
5- Refine your strategy
Make data and analysis accessible to the team
Manage data risk. Manage permissions.
6- Obsess about talent
Skill up your employees. Analytical skill.
7- Organise for skill
Think about what skillsets you are putting together.
ORIGINAL VIDEO PRODUCTION AND MARKETING FOR SOCIAL ALVIN HUSSEY
Quality over quantity.
People are not viewing your content isolated. They have a life going on.
Consider these when creating content:
Narrative, triggers, emotion, social currency
Allegro English ad – https://www.youtube.com/watch?v=zO6AUFdgcgU
BUILDING AN IN-HOUSE ACCELERATOR ON A SHOESTRING – LYNN ROBERTS
Action for children – https://www.actionforchildren.org.uk/
Design fast – 5 days – from problem to solution
Do something in front of the people quickly. You don’t want to waste time on something is not needed or meaningful
Identifying unmet needs in growth areas
Lean product development:
Lean product development is a lean approach to counter the challenges of product development, notably: Lack of innovative solutions Long development cycle times Many redevelopment cycles High development costs Long production cycle times High production costs
Be scrappy and resourceful
Think outside in not inside out
If it exists, use it – you do not need to custom build almost anything in terms of software
PANEL SESSION – BUILDING CUSTOMER CENTRIC DIGITAL STRATEGY
There are key points in omnichannel customer journey that you “have” to nail
Other touchpoints in the customer journey are there to make the whole thing better but not necessarily a show stopper
How can be bring technology quickly into the business and not be afraid of it
It is almost growth hacking
What if we fail? It is OK. We learn.
How can we reach excellence from average. We can do that through technology.
Different customers have different needs. You need to recognize this process.
Who knows, what? What are they assuming internally?
Who are your core customers?
Customer centricity. Design campaigns and structure business around that.
How to overcame challenges of implementing customer centric digital strategy internally:
1- Data. Structure. Right data flow. If not, it falls down.
Understand data sources. Is a legacy data set holding you back?
2- Company was one person at one time. And it was set up to serve a customer. To serve efficiently as possible. Through time, you add capacity. It is like a lego tower. This simple artifact is often ignored.
People making the thing needs direct contact people getting the thing (developer – customer)
(Burak: Feeding customer feedback summary back to the team)
Ultimately you are serving the customers outside. But you have customers inside that can make better products / campaigns for the customers outside.
Co-creation: How to best align.
American Express lab: Internal teams tried to pitch projects to customers.
(Burak: Customer does understand. Customer does know. You need to know how to ask.)
Digital Strategy – Young
Diversity. How can we use technology effectively to reach these people.
Get as close to the customer as possible
Buy – ready to use software, just need to configure
Partner – white label software
Build – agile devops
Robotic process automation – you can adapt to legacy platforms with this