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Editor's Notes

• #4: Recent HBR article claiming that Marketing is dead - not dead yet but being redefined.Key drivers of change - 1. People don't behave the way economists (markets/marketing theory) say they should.People are irrational, behaviour driven by unconscious, automatic thinking - emotions and personality (personal preferences)And 2. Value is not exchanged at the point of sale - products and services are only value propositions, the customer co-creates value in the customer experience. These ideas are not new.
• #5: I f marketing is being redefined what is it becoming? New value equation recognises emotions and personality as components.Value shifts to value in use - that means satisfaction is not an event it’s a number of interactions/experiences.So marketing has a distinctly more human face - moving from products to value propositionsAnd form transactions to relationships around building context/narratives/interactions to maximise perceived value in use.But essentially it’s now about empowering customer to create great experiences and share them with people like them.
• #6: That means that marketing is social! And being social is being human.But social is more than media or the network - it’s a philosophy, a strategic outlook and a way of doing business.A new way of relating to customers.Value is crystallised in the customer experience not only in the purchase but every time the customer interacts with the product.Whatever the context - context is everything. Vale/satisfaction determined by several factors including utility/jobs to be doneBut also by personal preferences, emotions, the stuff that dives our decision making, evaluation and enjoyment of each expereince.
• #7: What is the science of social - in one word ‘Psychology’How do we get close up and personal with customers and at scale?Explore and gain understanding of the human dimensions of value in the customer experience.We call that contextual personality assessment. Allow us to create/build personae or customer types.Get a deeper connection with what people really need/want and how influence works for people likemeUltimately it about getting customer more involved in the organisation, greater sense of ownership/control/equityDeeper relationships = more satisfaction, loyalty and advocacy.
• #8: Self explanatory though want to highlight5 and 6 as fundamentals for C level suite followed closely by 2,3 and 1(business model - ideas about fair profits/equity)
• #9: Read the slide -Problem is too many organisations rely too much on the wrong data - see/treat customers as marketing targets ‘NOT people’.An do not care about or take responsibility for delivering the value proposition for the customer. The customer is left on their own to get on with it.Today customers do get on with it but now they include their friends and other people in the good or not so good posy purchase experience.So the value that the marketers thought they were creating and selling often doesn’t materialise as they imagined it. That’s a fail.So we capture real-time feedback about customer experiences using mobile and other digital tech.We use customer psychology to understand people’s deeper needs and satisfy them.We apply this in the social networks and build customer involvement communities for brands that care about people and helping them enjoy their everyday lives.
• #11: We form opinions quickly. Subconscious decisions are made very fast, with conscious, more rational decisions coming later. My mind tells me I need the new phone, my rational self thinks up reasons that this is true. We can tap into this unconscious layer by looking at drives, needs and emotions. This also emphasises the importance of getting real-time feedback.
• #12: This forms a psychological contract between us and the brand.We can decode it, using psychology. If our emotions are so key, then We can satisfy this contract better by knowing people better. So what do all people need?
• #13: Human universals drives. Protect: to defend what we have right now.Acquire to gain more than we have, more than other people we compare ourselves to.Bond: to link to other people in families, communities, groups, clubs and teams. Learn: to know more than we do. To understand and predict the world around us.We don’t behave rationally. We behave emotionally. If you know how different products appeal to different needs, if you can unlock the psychology of what different people need, then you can optimise messaging content and co-creating value.
• #14: http://www.youtube.com/watch?v=euorMDBYxrk
• #15: What are our social needs? Driven by the fundamental needs we have from other people. To be significant: to register as important to other people. To be included by them in what they’re doing. At extreme levels seeking out fame or notoriety or to be isolatedTo be competent: to be good at what we do. To know what needs to be done and how to do it To provide other people with clear direction At extreme levels dominating or rebellingTo love and be loved. To be known for who we are and to be loved. To share what is important to us and find out what is important to others At extreme levels oversharing or being highly secretive.We all need these three things from other people. To differing levels.So how does this become tangible for doing social marketing?Higher social needs have more time on social media and more facebook friends.
• #16: The Party Planner: they want to be significant and achieve this my creating social situations and groups and inviting large numbers of other people to join them. The Sharer: They want to be loved. To ensure that you love the real them, they will share readily. All about themselves. If you’ve met this person, you know all about them!The Poker Face: They don’t like to share. They may feel that if you really knew them, that you would find it hard to love them. This is the person you can sit next to at dinner and find that by the end of the meal you’ve talked for 2 hours, but don’t know anything about them beyond their name. These people will have different psychological contracts with brands.Different behaviour, because they need different things from other people. So how do they use social media?
• #17: The higher your social needs, the more time you spend on social mediaParty Planners spend a great deal of time. Linking to their desire to be significant to others.Poker Face spend very little time, linking to their desire to be very cautious about who they share themselves with.
• #18: Well, it impacts what you think of your bank!
• #19: The higher your social needs, the more you reported trusting your bank.Sharer and Listener both have high love needs. They trust and want to trust.Lone wolf has low need for significance. They are happy to be separate from groups o shared identities.
• #22: The higher your social needs, the more friends you are likely to have on facebook.Controllers need to be competent, and have many friends. Safety Zoners like more distance, and so are more choosy.To get beyond fans and followers: we understand needs and stories. Some of your clients are less interested in being Facebook friends with you than others are. And of course on the flip side, being a friend with a Safety Zoner is much more meaningful. Controllers, less so!So to understand what it means when someone likes you, we need to understand their context.
• #24: Can you buy love? If I reward customers with discounts, points or prizes, can I buy their love and loyalty?Do people really want relationships with brands? Surely we just want to buy stuff?A relationship that you pay for. How can staff be genuine with customers if they are also trying to take their money?Are we the same online as offline: should we think of online people in a different way?How important are emotions really? If it’s cheaper, I’ll buy it elsewhere!