Monday, April 08, 2013

#CILDC : Brent Leary, Evolving Community Engagement: What Would Amazon & Google Do?

Opening remarks from Tom Hogan Sr. - Conference theme is "Evolving in New Directions"
- great mix of first timers and alumni.
1423 here for the conference
330 here to visit the exhibits - 52 companies
156 exhibitor personnel

Registrants from - 
48 states plus DC
No one from Hawaii 
13 countries (plus South Africa and China among my students)

Keynote from Brent Leary - @BrentLeary
Every minute of every day, we creating online content.
We know think in zettabytes (21 zeros)

"true power is service." - Pope Francis - libraries should remember this!

What changed, what hasn't? (Four areas)
- Philosophy
- Behavior
- Activity
- Expectation

If it ain't broke, make it better...  For example, watching and interesting with content around March Madness (basketball).  People watched content on their devices and TV rating went up.  The changed experience brought more people to TV.

Improvising the life experience of a customer goes beyond improving their experience as your customer.

Google - Using new technology to create  better experiences

Even the smallest increase in customer satisfaction with your website will create a discernible increase in revenue and commitment.

"We think the world is shifting to a subscription-based economy." - founder of Zuora
- this fits with how people want to use stuff.
- by 2015, 40% of media companies will have a subscription model (I think I heard this correctly)
- The Tie Society has created a subscription model for ties.

The Amazon Effect - people buy from good experiences. 
", efficiency, and customer service." -

How do you go from data to trust? 
Data >  Information > Insights > Empathy > Action > Interaction > Trust 

Sentensity - = sentiment + intensity

Why did Amazon buy Goodreads?
- people look for personal recommendation around books.  old reads gives them that.
- 19% of the book buying public account for 79% of the purchases.
- 2 out of 3 book buyers now have digital readers

Pyramid of customer loyalty
Partner (top) 
Advocate / Supporter
Client / Customer
Prospect / Target Prospect (bottom)

Q&A between Rebecca Jones and Brent Leary - 

What does the Amazon effect mean for libraries?
- The majority of Amazon Prime Members will purchase from Amazon even it is more expensive.  
- Amazon personalizes the experience just for you.
- people do not want a generic experience.
- data indicates behavior
- libraries have data and don't analyze it.  If they don't have the data, they could get it.
- amazon looks at the data to find the answers.  The data tells a story, which is what people did, not what they said that they were going to do.

- libraries are in a position to create online and offline communities.
- that experience is too rich for it to go away.

What are the first three things he expects clients to do with him?
- be open to cultural change
- bring the right people together and talk about what is possible

It's about mutual value.  Each side has to see a value in the relationship.
Different customer segmentation will have difference experiences.

Libraries need to have a strategy.

Organizations need to understand how to create the right experience for their customers and keep those experiences going.  Perhaps changing those experiences based on customer feedback.  Remember ease of use.
Re ready to replicate your successes.

How do you keep from going to the dark side on using data?  Keep in mind that you are also a customer.  What would you want people to do with your data.  Is this how I want my data to be treated?  You have to be careful in how you use information.  How will it impact your relationships.

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