TED TALKS

Tim Brown: Design Thinking

This is an inspirational video to watch at this point of the course, when we are moving from consumers to actual ideas. Tim Brown discusses the topic design thinking and defines it as "matching people’s needs with what is technologically feasible and viable as a business strategy". He also encourages people to prototype in an early phase since it has shown to be very efficient in many places. Take a look!

/Tomas

From personas to ideas

Today the innobirds refined their thoughts of their potential consumer tribes, and ended up with three main groups. The Under 18 year old people (mainly girls) Who have the main character of doing as their friends and following the trends in their communities such as schools or sports teams.

The Elder women are the target customers and we listed up specifics concerning them, main things are that they are not price sensitive, they can shop things in the interest of the whole family.

The Trendy Young Adults are one of the potential target groups since we find them interested in a lot of brands and products offered by the store, but it is a demanding tribe who requires a lot of options especially in the clothing lines which makes it really difficult. But this tribe respects smaller specialised retailers that have a lot to offer from specific brands, maybe we should strive for the same..?

We took a look on the customer´s journey map and saw this a important factor when thinking of the social media content and how to work with it. It explains well what the user wants/needs to find and how he/she behaves, and also what the provider needs to think about. It´s a good tool to be used when planning the content of the online channels.

We didn´t stick to any idea this time. We discussed the social media again and how it would need to be improved but we tried to think about other ideas also. It ended up with random ideas just thrown on the table and we wrote most of them on the poster. We need to find a specific solution to work with so we can move on to the Minimum viable product phase.

My book Moccalattehipsteri

Im reading a book called Moccalattehipsteri written by Riku Vassinen. Riku Vassinen is one of the leading expert of digital marketing and social media in Finland.

His book is like a summary of his blog posts. He has gathered his best, most hated, and most interesting blog post in to this book.

This was a really interesting book to read, Riku really knows what makes a post interesting for people to read. Now i can also understand why he is both loved and hated:) He has really a special approach, he says exactly what he thinks, doesnt care what others think and wakes up ideas inside. Sometimes the approach is even a bit aggressive. The book is about many things, there is about pitching, marketing, selling and all kinds of different things.

Also there is a post talking about DONT LISTEN TO THE CUSTOMER. Mainly about the fact that u should investigate what they need, that they dont know, and never go ask them about it!

"Too much of focusing on target groups and making marketing research just proves that the company doesn't have a strong and clear vision about what needs to be done"

This was also really easy to read because, because every post is short and get straight to the point.

I do recommend this, but i have no idea if they have it in english.


<3: Mona

22.10 Visiting shops in Hansa

Last meeting we decided that I will go and check out what happens in Hansa. I visited Hansa shopping centrum las week and today with my friend and we checked out the shops and services and what people did.

And theres some evidence also;) I took notes, and wrote it up to myself so I can share it with the group.

Mona

WORD OF MOUTH MARKETING by ANDY SERNOVITS

I have been reading a book called Word of Mouth Marketing. The main question on this book is: Why do some products become huge successes without a penny of promotion and why do some multi-million-dollar advertising campaigns fail to get noticed?

In this book, Andy Sernovitz explains exactly how companies and causes of all sizes create passionate, loyal fans that do their marketing for them, for free with the word of mouth.

He develops many different ideas, such as where to start, what to do, and how to make it successful. Then, how to use word of mouth to make your company more profitable. I learned also with this book how to spend less on marketing, and how to make you customers happier.

I just want to mention two interesting extract about this book.

First about the tools we need and topic:

-          - Talkers: Find people who will talk about you

-          - Topics: Give people a reason to talk

-          - Tools: Help the message spread faster and farther

-          - Taking Part: Join the conversation

-          - Tracking: Measure and understand what people are saying

Then about the word-of-mouth marketing manifesto:

-          - Happy customers are your best advertising. Make people happy.

-          - Marketing is easy: Earn the respect and recommendation of your customers. They will do your marketing for you, for free.

-           - Ethics and good service come first.

-           - You are the user experience (not what your ads say you are).

-          - Negative word of mouth is an opportunity. Listen and learn.

-          - People are already talking. Your only option is to join the conversation.

-          - Be interesting or be invisible.

-          - If it's not worth talking about, it's not worth doing.

-          - Make the story of your company a good one.

-          - It is more fun to work at a company that people want to talk about.

-          - Use the power of word of mouth to make business treat people better.

-          - Honest marketing makes more money.

This book is very interesting and I recommend it, because it provides a base that can be completed after depending on the characteristics and company’s need.

Moreover, Sernovitz gives a lot of example to explain his idea, so is it very easy to understand and to start to imagine by yourself your own idea. So is it useful because you can start to apply his concepts immediately if you want.

The only think that I didn’t really like it was often some ideas are repeated many times.

Claire Serris

Friday, 10 October 2014

Find questions for the survey of Wiklund

I have already done a survey last year in France, I had a courses for that. We used “Google doc” for that, I don’t know if you know this system. I think is it a good solution for us because after is it easier to do the data processing. Everything is done directly so we don’t need to calculate anything. We can have % of each answers, with graph etc…

And also we can share this questionnaire on facebook for example to have a lot of answers and have many different people (those who know Sokos but don’t go there; those who know Sokos and go there regulary; those who don’t really know Sokos…). Because if we do this interview only in the department store, we will have only answers of people who are already customers. So, with this system we can have answers about what they don’t go to this department store for example.

I think we have to ask questions about the age, female/male, socio-professional category and maybe the income if it is not a taboo subject here. We can ask these questions for customers and also sellers I think.

We can also use questions with scale (from 1 to 10 for example) to know opinion of people. 

I found some website that can be very useful to create our survey:

-          Customers satisfaction survey : https://www.surveymonkey.com/mp/customer-satisfaction-surveys/

o    Template : https://www.surveymonkey.com/blog/en/customer-satisfaction-survey-template/

o   Template : https://www.surveymonkey.com/blog/en/customer-service-feedback-survey-template/

-          Employee survey : https://www.surveymonkey.com/mp/employee-surveys/

o   Template : https://www.surveymonkey.com/blog/en/shrm-employee-engagement-survey-template/

o   Top 10 questions employee engagement  : https://www.melcrum.com/research/employee-engagement-measurement-evaluation/top-10-questions-employee-engagement-surveys

 

Improve Customer Satisfaction by Measuring Employee Engagement: https://www.surveymonkey.com/blog/en/improve-customer-satisfaction-measuring-employee-engagement/

How Employee Engagement Can Improve the Customer Experience: https://www.surveymonkey.com/blog/en/employee-engagement-can-improve-customer-experience/
Claire Serris