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Web 4.0 : T he Consumer changes the world around his values

Web 4.0 : T he Consumer changes the world around his values. Henry Peyret , Principal Analyst. November , 2012. Consumers want a better world… They are ready to consume products from vendors sharing their “values”. Trust in Brands, Products and Services Is Eroding.

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Web 4.0 : T he Consumer changes the world around his values

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  1. Web 4.0 : The Consumer changes the world around his values Henry Peyret, Principal Analyst November, 2012

  2. Consumerswant a better world… They are ready to consume products from vendors sharing their “values”

  3. Trust in Brands, Products and Services Is Eroding • « Trust » is a ket factor in any commercial relationship but Trust tends to disappear • Personalized service throughapps internet isjust a false personalization : itremainsthrough « machines » • All Brands images are slowlyeroding • Internet, virtualisation, call centersdepersonalizing the relationship tend to emphasizethaterosionmovement

  4. Customers Trust of Companies : Shift From Operational Attributes To Societal Values Business: from license to operate to license to lead Current Trust Building Future Trust Attributes that Correlate with Current Trust Most Important Attributes that Build Trust 47% Trust Business 1 Listens to customer needs and feedback SOCIETAL ATTRIBUTES MORE IMPORTANT to Building future trust 1High quality products or services 1 Delivers consistent financial returns 3 Treats employees well 2 Innovator of new products 4 Places customers ahead of profits 3 Highly regarded, top leadership 4 Takes actions to address issue or crisis 3 Ranks on a global list 6 Has ethical business practices 5 Partners with third parties 7 Has transparent and open business Current Trust driven by operational attributes 8 Communicates frequently and honestly 9 Works to protect/ improve environment 10 Addresses society's needs 11 Positively impacts the local community 12 Innovator of new products 13 Highly regarded, top leadership 14 Delivers consistent financial returns Societal 15 Ranks on a global list Operational 16 Partners with third parties Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 25 country global total; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in 25 country global total (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of general population in 25 country global total

  5. Web 4.0 Embroadens Customer Experience • Enterprise Marketing message Customer advocacy E-Reputation • Consumers Activists Social computing Consumers values

  6. Web 4.0 willbe the Consumer ReactionAgainst Smart Computingevolution Enterprise Smart ComputingWeb 3.0 Web 1.0 Internet of objects: RFID Nabaztag, smart items Web commerce Google Crowdsourcing Newsgroups Forums Wikipedia blogs Facebook Twitter Tribal Networks Structured Community Consu Pedia Web 4.0 = Social Computing 2.0 Web 2.0 = Social computing 1.0 Consumer

  7. « Activists social computing » associatesocial communitiesand actioninto one single place. Activismcanbephysical or virtual. « Activists » social computingallows a second empowerment round to customers • Soft Activist social computing: • Goodguide.com: product rating on health, environment and society criterias • Shopwise.fr : scoringfoodproductsbased on dieteticadvice (cosmetic to come) • Carrottmobs.com: forcing betterbehaviour for local retail by usingmoney as an arm • Flash mob • Customersvalues: marketplace of customers« values » • Avaaz.org : petitions+lobby • Hard Activist Social Computing: • GreenPeace against Nestle • Anonymous • wikileaks • Muslim revolutions

  8. Rhodia (chemical business) recovering thanks to carbon taxes, now purchased by Solvay Unilever partnering with “Carrot Mob” GE doing 11,5% of their business in Ecomagination Nestle working with Michael Porter around “shared value” … Company Success Examples Based On Values

  9. Comparison of marketing 1,0, 2,0 and 3,0 From Kotler Today Book : “From Marketing 3,0 : from products to customers to the human spirit” from Philip Kotler, HermawanKarjaya and IwanSetiwan

  10. Customers values willevolvequicklyand createsvolatility… …impossible to manage with strict rules

  11. The marketing 3.0 chain : behavioral segmentation 1 Facebook 3 4 5 Big Data Transformation and analysis Action Valeur 2 Channel Interne Partners

  12. The marketing 3.0 chain and multiple questions 2 : Is the aggregated information accurate enough to act? 1 : Do we have the right to use/collect private information? Facebook Big Data Transformation and analysis Action Valeur Channel Interne Partners 3 : Are the models simulated, validated or even understood? 4 : Is it the right action in customer’s context? 5 : What is the preferred interaction channel for that customer?

  13. Today Corporate Data Represents 80% of What Enterprises Uses As Information…Tomorrow 20% 80% Corporate Data August 2012 “Create Your Information Governance Framework”

  14. Do not forget to get the control to your marketing chain Marketeur Facebook Modèles Big Data Transformation and Analysis Action Valeur Client Channel Interne Partenaires Simulation/ governance Contrôleur

  15. The customerWill BecomeSo Volatile Requiring Agile Governance Customer support Marketer Agile Governance Réseau Social Client Analysis Action Valeur Chanel Interne Partenaires Controler Sales

  16. The 4 principles of Agile Governance 2: Use consistent models and practices at all levels Governance 3: Integrate decision-making criteria based on business outcomes 1: Distribute governance responsibilities using “zoning” • Governance • Governance Plan Design Implement Operate & evolve 4: Integrate governance from planning thru to operations

  17. The 4th principle would require collaboration between peers • Individual vs group • Enterprise culture • Giving culture Culture • Collective intelligence • Collaboration metrics • Recognizing kindness Incentives • Team spirit • Group efficiency • Group sociology Sociology • Detecting informal networks • Recognizing experts • Assessing Value Tooling

  18. The Platform Becomes An Important Factor To Enable Innovation At The Right Pace…WhileMitigatingRisks

  19. “Next Best Action” Platforms in details October 2010 “Zero In On CRM HEROes: The Role of Social Network Analysis”

  20. But today’s hot technology are simply a foundation 2018-2020 • Cloud • Mobile • Social • Big data • End users • Process/data Mgmt • Infra and apps Platform • Sensors Today

  21. Emerging Technology Landscape End User Computing Technologies Process Data Management Technologies

  22. Emerging Technology Landscape Infrastructure And Application Platforms Sensors And Remote Computing

  23. Recommendation For Now : Investigate Technology Platform For Your Future Business Innovation 2018-2020 • Cloud • Mobile • Social • Big data Today

  24. Henry Peyret +33 68482 9551 hpeyret@forrester.com

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