Building service experiences with Facebook
Thursday September 17 the fifth edition of the Dutch conference eDay took place in the Van Nelle Fabriek Rotterdam. Info.nl was present again with a stand and run a session in the workshop program. Together with our new partner 77Agency [Dutch press release
] we invited Josh Smith of Facebook to give insights in the Dutch market situation of Facebook and tell all about the tooling for online marketeers within Facebook. Max Aqulino of 77Agency showed some successful case studies after-wards. I started the session by sketching the way we as Info.nl think that social media – and Facebook in particular – can contribute to a true and effective service experience.
Below you can view the slides our presentations, including the stats presented by Facebook. For Info.nl Facebook is an interesting developing platform. We design and build online services for our clients and think that in the current scattered online context and the social conversational behavior of people leads to a unevitable use of social tooling to build effective services.
We think there is a shift happening from products and services that are only build for the one consumer on the fundamentals of brand values to services that incorporate the use and the community context. It is important for a successful brand to address not only the group of direct clients, but also address the communities where is talked about the category of the brand. To achieve effective services we think you need…:
…a funneled dialogue where the you pay the same attention (or even more) to engaging and retaining the client as you do attracting and converting the customer;
…a focus on creating an user driven platform where you create continuous value for the customer and optimize the experience by learning of his behavior;
…to address the social ecosystem of the customer and make it possible to let the user adapt the services in his own community and be ambassador of your brand.
A brand can do this successfully if they let the business planning to be a continuous process. Continuous in learning and optimizing the experience and creating small strategies and incremental developing.
And they should aim at an ubiquitous presence, not only in their own channels but also in other places
The organization should adapt to this by changing from within; the organization should be prepared to be responsive so that it can process the impulses into actions.
Facebook is in this sense a strong platform because it is not only a social hangout anymore. Facebook is rapidly developing into the social hub where we share our realtime experiences. With Facebook Connect you connect different social tools in one social ecosystem. Just like the other big platform Google, Facebook lays a strong focus on the profiling. Niche marketing is the standard and brands can connect specific to the interest of users. Successful brands connects people in the social ecosystem with relevant experiences. The brands will so be extended with a social presence.
We at Info.nl think these social extended brands are the future of service experiences and take this approach as starting point in developing in our exploding strategies.